Plan de negocios para la producción y comercialización de harina de plátano dominico y barraganete orgánico.

Abstract

The thesis work consists of a proposal for a Business Plan for the production and marketing of organic plantain flour and barraganete in the city of Guayaquil, whose organization will be called San Antonio S.A., and within its commercial activities, a gluten-free organic product rich in protein and vegetable fiber will be offered. called organic plantain flour, which will be sold to a customer segment between 18 and 65 years old who live in the city of Guayaquil with socioeconomic level A, B, C + of purchasing power to obtain a high-quality organic product that benefits their nutritional health. According to the research carried out, the product has an increasing demand in global markets; however, it is little known in the national market; therefore, it is an intriguing proposal because there are no competitors that generate a high demand for the organic product. Research was carried out to evaluate the demand of the target market, its characteristics and its demands. In addition, a microenvironment analysis was carried out, which is related to the company's operational activities, organizational and quality management, marketing strategies and its legal aspects. In addition, a financial analysis was carried out that evaluated the profitability of the project through multiple financial ratios.