Plan de negocios para la exportación de pulpa de tomate de árbol ecuatoriano al mercado italiano.

Abstract

The objective of this project is to create a business plan to study the feasibility of exporting tomato pulp to the Italian market, for which it is necessary to analyze the Italian market environment, the characteristics of the possible consumers such as, their tastes, preferences and the main points of sale where they especially seek to distribute the product like in organic food stores and supermarkets. The methodology used is a quantitative analysis to verify if it is profitable or not. The details are also investigated for the export of the fruit pulp to the Italian market where a marketing strategy is also desi gned to introduce the tomato pulp into the Italian market. The product will be promoted on social networks such as Instagram and Facebook. Finally, the costs of implementing the business plan are analyzed with a co-packing model; to know the viability of the project, also financial tools are applied, such as the financial statements, the projected cash flow of three years of study, the development of the internal rate of return, the current net value and the minimum rate of return.