Análisis de factibilidad para la crianza y comercialización de pollos orgánicos en la provincia del Guayas, cantón Samborondón.

Abstract

The present project had as its objective to study the factibility of a business dedicated to the breeding and commercialization of organic chicken in Samborondón canton in Guayas Province, as a solution to the trend of consumption towards the otherwise scarce natural products and of greater biological value, besides, due to the fact that regular poultry consumption turns out to be harmful for human health. For this present proposal, the principal characteristics of the process of breeding and commercialization of organic chicken were identified, an analysis of the environment was made, thanks to the PESTA tool and to the Porter’s Five Forces, with which it was possible to determine the condition of this environment. Also, an internal diagnosis of the business and a technical analysis of the project were executed, these include the size, location, infrastructure, area distribution, processes and staff requirement. Later on, corporate strategies and marketing plan were detailed, using the Marketing Mix model. Subsequently a survey was applied to the sample, with which it was possible to identify five variables: product acceptance, purchase frequency, acceptance price, product presentation and buying place preference. Finally, a financial analysis and a sensitive analysis were executed, using NPV, IRR, MARR and the investment recovery period indicators. The population were 67.500 people who live in Samborondón canton; the sample consisted of 382 people, who were chosen using the simple random sampling. As a conclusion, the project is feasible, since the IRR indicator, within the normal scenario was 49,47%, surpassing the MARR, which obtained a percentage of 8%. The NPV was greater than zero, being $212.045,79. Finally, the investment recovery period is of 1 year, 10 months and 9 days.