Propuesta para la creación de una empresa fabricadora y comercializadora de snack saludable a base de carne marinada y deshidratada en la ciudad de Guayaquil.

Abstract

The degree work consists of a proposal for the creation of a company that manufactures and markets a healthy snack based on marinated and dehydrated meat in the city of Guayaquil, whose organization will have the name of DESHICARN SA, and within its commercial activities it will be elaborated Dehydrated meat snack packages of 70 grams called CARNIKA, which will be sold to a segment of customers of men and women whose average age range is 15 to 45 years, who like to consume meat products and in turn, are concerned about your health. The research carried out determined that the product has a growing demand in international markets, however, for the national market it is little known, which is why it becomes an interesting proposal because there are no competitors that generate a high demand for the product. As far as macroenvironment is concerned, an investigation was carried out where the demand of the target market, its characteristics and needs was evaluated, likewise an analysis of the microenvironment was carried out, which is related to the operational activities of the company, the management quality and organizational, marketing strategies and their legal aspects. Additionally, a financial analysis was carried out where the profitability of the project was evaluated through different financial indices.