Plan de negocios para la integración vertical hacia atrás de pequeños piladores de arroz a través de una marca comercial minorista.

Abstract

The objective of this project was to develop a business plan for the implementation of a backward vertical integration strategy to collect the production of small rice mills and market their products through a retail brand. To determine market acceptance of the project, a consumer survey was conducted with a 95% confidence interval and a 5% margin of error. Among the technical requirements for operation, the need for vacuum packaging and labeling machinery for rice bags in its different presentations was identified. This machinery was quoted in China through a specialized website. The results of the consumer survey determined that 30.2% of consumers are willing to switch from the brand of rice they currently consume, which presents an opportunity for the project. The marketing plan was based on a marketing mix focused on the product, price, point of sale, promotion, people, processes, and physical evidence. A push strategy is being considered for distribution, using sales personnel to promote the product to stores, restaurants, and large retailers in the city of Guayaquil. The five-year financial valuation confirmed the project's financial viability with an IRR of 35.3% and an NPV of $44,423.51. Finally, the company's corporate social responsibility actions were planned, taking into account legal, environmental, and strategic partner factors.