Plan de negocios a 5 años para la exportación de quesos ecuatorianos al mercado de Estados Unidos, estado de Nueva York condado de Queens por parte de la empresa Todo Rico S.A.

Abstract

This research project focuses on developing a 5-year business plan for the export and marketing of Ecuadorian cheese in the district of Queens, New York and for it. Theories related to business models were conceptually and theoretically based, where the agile model proposed by Alexander Osterwalder, called canvas, was identified, in addition, a review of foreign trade theories related to the assumptions of Adam Smith, Heckscher-Ohlin was carried out. A descriptive research with a quantitative approach was also carried out to know the behavior of consumers in the district of Queens, allowing to identify that the area has a population of migrants, including Ecuadorians where demographically, cheese consumers are Latinos between 24 and 44 years old. male and female with married marital status, who spend their time in work activities as operators, where they like to make purchases of cheese for the value of $5.50 to $7.99 dollars. Customer purchase barriers were also determined where time and distance can be a factor that hinders the acquisition of the product. Among the organizational actions is to increase a division in the organizational structure, to have the resource focused on the management of imports and exports of the product and that of a commercial coordinator who is in charge of carrying out the actions required to introduce the product in the market. . Finally, the financial evaluation that considers obtaining a 10% market share of the 3,500 Ecuadorians residing in Queens, results in a net present value of $104,361.12 and an internal rate of return of 70.47%, both indicators indicate that if the project meets the goals described is economically viable.