Propuesta de innovación y desarrollo para la empresa International Ecuadorian Agro Products : producción y comercialización de barra de chocolates “Milk Chocolate” enfocada en el sector turístico de Guayaquil, Quito y Cuenca.

Abstract

This research seeks to determine the supply-demand of products (Tablets of chocolate) produced and marketed as a gift in the niche market of the tourism and related sectors in the cities of Guayaquil, Quito and Cuenca del Ecuador. Therefore, it is necessary to conduct a market investigation with companies and establish the operational-financial feasibility of the “Milk Chocolate” chocolate bar of the INTERNATIONAL ECUADORIAN AGRO PRODUCTS company. The study contemplates a quantitative, descriptive-explanatory research approach and when conducting market research, 483 companies were considered as a population considered among 191 hotels, 282 restaurants and 10 airlines to obtain the sample with which the present research is carried out obtaining the value of 213 surveys, of which 3% for airlines, 37% hotels and 60% restaurants were taken into account. Determining according to the surveys that there is a potential demand of 80% and the coverage of the demand capacity at 45% would be offered at the beginning. After confirming the viability of the project, we will proceed to the production of a 10 gram tablet chocolate bar with a study niche that uses this type of products as a gift or snack within the service that is provided to the customer being a tactic of Penetration, value for money. This strategy is possible due to two factors, the first that the operating expenses of the plant are very low and second, that the expected return supports the professional objectives of the shareholders and workers.