Análisis de factibilidad de la producción y comercialización de mermelada de maracuyá en la ciudad de Guayaquil - Ecuador y su Futura Exportación
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Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente proyecto de tesis tiene como objetivo la industrialización de una mermelada a base de la fruta exótica maracuyá, la cual va entrar en comercialización con la marca El Paladar, destinada para el consumo en la ciudad de Guayaquil y también para su futura exportación hacia algunos mercados. Se realizó la elección de la maracuyá debido a que esta es una fruta exótica y posee componentes nutricionales los cuales van a ser dados a conocer a los posibles consumidores, además el Ecuador es catalogado como el principal exportador mundial de esta fruta pese a no ser el mayor productor (Brasil). Las regiones en el Ecuador donde se presentan esta clase de cultivos se dan en las provincias de Manabí, Guayas, Esmeraldas y El Oro. Para el respectivo estudio de mercado se procedió a realizar una encuesta en la ciudad de Guayaquil, específicamente en las afueras de los principales supermercados de la ciudad así como en minimarkets y tiendas, donde mayormente las personas encuestadas fueron mujeres las cuales consideramos como las que tienen la mayor decisión de adquirir productos alimenticios en el hogar; de esta manera se determinó las distintas preferencias, gustos y tendencias de los potenciales consumidores, así como también el obtener la cantidad porcentual de aceptación de la mermelada la cual va a ser distribuida en dos presentaciones de 550 g y 250 g. En relación a la capacidad productiva de la industria, se consideró que para los primeros seis años, se va a tomar una cantidad de 3462 frascos entre las presentaciones de 550 g y la de 250 g, pero de acuerdo con la demanda analizada esta llega a cubrir el 84% de la demanda, considerando que las maquinarias van a estar operativas 8 horas al día, 22 días al mes. En base al plan estratégico y de marketing el propósito es inmiscuirse en el deseo del consumidor dándole a conocer que es un producto relativamente sano, con relación a otros productos, en preferencia en el momento del desayuno. Dentro del tema de la exportación se realizó el análisis de los posibles mercado en donde se prevé introducir el producto, analizando la situación económica de cada país, así como un estudio en
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el ámbito de comercio exterior que se encuentra ese país. El plan financiero arrojo como resultado de que el VAN es de $ 4632,51 y una TIR de 12%, dando como punto de equilibrio del 49%, demostrándose así la factibilidad y rentabilidad del proyecto, llegando a recuperar la inversión en el quinto año.
This thesis project aims industrialization of jam-based exotic passion fruit, which goes into marketing the brand “El Paladar”, destined for the concert in the city of Guayaquil also for future exports to some markets goals. The choice of passion fruit was made because this is an exotic fruit has nutritional components which are to be disclosed to potential consumers, and Ecuador is listed is the main world exporter of this fruit while not the greatest producer (Brazil). The largest regions in Ecuador this kind of farming is not present are displayed in the provinces of Manabí, Guayas, Esmeraldas and El Oro. For the respective market study proceeded to conduct a survey in the city of Guayaquil, specifically in the suburbs major supermarkets in the city as well as mini markets and shops, where mostly the respondents were women which we consider as having the greatest decision to purchase food products at home, so the different preferences, tastes and trends are determined of potential consumers, as well as to obtain the percentage amount of acceptance of the jam which will be distributed in two presentations of 550 grams and 250 grams. In relation to the productive capacity of the industry, it was considered that for the first six years, it will take a number of 3462 bottles between presentations of 550 grams and 250 grams, but according to demand analyzed is reached cover 84%, whereas the machinery will be operating 8 hours a day, 22 days a month and 12 months a year. Based on the strategic marketing plan and the purpose is to interfere in the giving consumer desire to know is a relatively healthy product, in relation to other products, in preference specified in breakfast time. Within the issue of export the analysis of possible market where it plans to introduce the product was made, analyzing the economic situation of each country and a study in the field of foreign trade that this country is. The financial plan boldness as a result of the VAN is $ 4,632.51 and a TIR of 12%, leading to break-even point of 49%, thus demonstrating the feasibility and profitability of the project, reaching payback in the fifth year.
This thesis project aims industrialization of jam-based exotic passion fruit, which goes into marketing the brand “El Paladar”, destined for the concert in the city of Guayaquil also for future exports to some markets goals. The choice of passion fruit was made because this is an exotic fruit has nutritional components which are to be disclosed to potential consumers, and Ecuador is listed is the main world exporter of this fruit while not the greatest producer (Brazil). The largest regions in Ecuador this kind of farming is not present are displayed in the provinces of Manabí, Guayas, Esmeraldas and El Oro. For the respective market study proceeded to conduct a survey in the city of Guayaquil, specifically in the suburbs major supermarkets in the city as well as mini markets and shops, where mostly the respondents were women which we consider as having the greatest decision to purchase food products at home, so the different preferences, tastes and trends are determined of potential consumers, as well as to obtain the percentage amount of acceptance of the jam which will be distributed in two presentations of 550 grams and 250 grams. In relation to the productive capacity of the industry, it was considered that for the first six years, it will take a number of 3462 bottles between presentations of 550 grams and 250 grams, but according to demand analyzed is reached cover 84%, whereas the machinery will be operating 8 hours a day, 22 days a month and 12 months a year. Based on the strategic marketing plan and the purpose is to interfere in the giving consumer desire to know is a relatively healthy product, in relation to other products, in preference specified in breakfast time. Within the issue of export the analysis of possible market where it plans to introduce the product was made, analyzing the economic situation of each country and a study in the field of foreign trade that this country is. The financial plan boldness as a result of the VAN is $ 4,632.51 and a TIR of 12%, leading to break-even point of 49%, thus demonstrating the feasibility and profitability of the project, reaching payback in the fifth year.
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Análisis de Factibilidad, Comercialización, MERMELADA DE MARACUYÁ MERCADO LOCAL, FUTURA EXPORTACIÓN