Estudio de factibilidad para la comercialización de pulpa de guanábana orgánica producida por la asociación de producción tecnificada avanzando al futuro.

Abstract

The research focused on the commercialization of organic soursop pulp produced by the Asociación de Producción Tecnificada Avanzando al Futuro, for which theoretical contributions were identified in relation to the thematic areas that will be developed in this document as relevant studies that served as a framework for addressing the proposed topic. A market study was conducted to identify the potential demand and consumer preferences in Nueva Loja with respect to organic soursop pulp. Existing and potential competition in the local organic fruit pulp market was evaluated. APTAF's production capacity and the availability of resources necessary for the sustainable production of organic soursop pulp were also determined. To complement the proposal, a financial plan was developed to determine economic viability, the most appropriate distribution channels were designed for the commercialization of organic soursop pulp in Nueva Loja, and appropriate marketing strategies were evaluated, based on the findings of the market research, aimed at increasing the visibility and acceptance of the product in the market. The research methodology required a descriptive and exploratory study with a mixed approach since surveys and interviews were used for data collection. The results obtained showed that there is a high consumption trend for healthy products and there is interest in buying fruit pulp, for which several market segments were identified such as toy stores, restaurants, school bars and supermarkets that could become regular customers of APTAF, in addition to the interviewees argue that organic soursop is an attractive product for customers because of its nutritional properties, which is an important factor to expand production capacity. Therefore, the implementation of loyalty, distribution, promotion and marketing strategies are essential to position the product in the market. According to the financial analysis, the proposal is feasible since the NPV is positive and the IRR corresponds to 48%, demonstrating that it will be possible to meet internal and external obligations, ensuring sustained profitability and competitiveness.