Plan de negocio para la comercialización de la panela artesanal lojana en la ciudad de Guayaquil.

Abstract

The objective of this work is to elaborate a Business Plan for the commercialization of Lojana liquid artisanal panela in the city of Guayaquil, a product that constitutes an innovation with respect to traditional sweeteners such as: panela in block form, white sugar, brown sugar, and non-caloric sweeteners such as Stevia and Splenda. The research methodology is quantitative, using as data collection instruments, the interview of an expert sugarcane grower and a business employee, as well as the survey carried out on 385 people from the city of Guayaquil, to know the potential acceptance of the product. From the answers obtained, it can be concluded that the product will have a favorable acceptance in Guayaquil, as long as the strategies that the market demands are carried out and that allow to cover the needs of the clients, emphasizing that the production of liquid panela is natural, rescuing the benefits of the product and the quality relationship, as well as the accessibility of its price in the market; In addition, the start-up of the enterprise will be able to rescue the work carried out by the farmers of the San Antonio Parish belonging to the Province of Loja who would be willing to provide a new quality product of Lojana origin to the rest of the Country. The Lojana liquid panela will initially be directed to the city of Guayaquil, in two sizes of 500 ml and 1 liter, according to the results found that the consumer would be willing to pay 1 dollar for the 500 ml, adding the 1 liter at 2 dollars, at the same time, it is intended that buyers can find the product more easily in the city, mainly in neighborhood stores and that it can be accessed in the future with home delivery applications.