Modelo de negocio para la comercialización de productos derivados orgánicos del cacao y café ecuatoriano para España desde Guayaquil año 2019
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Uno de los problemas eminentes en el mundo son los problemas ambientales los cuales deben ser solucionados en las ciudades principales del mundo. En Ecuador, se cultiva cacao y café a diario en grandes cantidades, en ocasiones no todos los granos son utilizados existiendo situación donde el mismo es desechado. En ciertos países el grano del cacao y café ya es reconocido por su sabor, aroma y por el tipo de grano cultivado, por lo que nace la pregunta de ¿Cómo sería factible la comercialización internacional de un producto derivado orgánico del cacao y café? Es por ello que se determinó como objetivo el diseño de un modelo de negocios para el estudio de la comercialización de estos productos en España y así generar rentabilidad para el país. Para lo cual se examina teóricamente todo lo que abarca con relación al modelo de negocios y a su vez una explicación detallada del uso del modelo Canvas y su incidencia en la oportunidad de comercializar productos derivados orgánicos en España. Para la ejecución de la investigación de mercado se utilizó el método cualitativo el cual permite estudiar el mercado español y cuáles son sus necesidades básicas, con la oportunidad de ingresar en 6.111 tiendas en el mercado español a través de Carrefour Market el cual brinda apertura para nuevos emprendimientos brindando todo su apoyo al momento de ingresar en el hipermarket. Para ejecutar el presente modelo de negocios es necesario una inversión inicial de $182.952.16, de los cuales se obtendrá un TIR de 25.29% en relación a una TMAR de 12.80% y un VAN de $ 77.975.44 por lo que el negocio es rentable comercializando los productos derivados de cacao y café hacia España
One of the eminent problems in the world is the environmental problems which must be solved in the main cities of the world. In Ecuador, cocoa and coffee are grown daily in large quantities, sometimes not all grains are used existing situation where it is discarded. In certain countries, cocoa and coffee beans are already recognized for their flavor, aroma and for the type of grain grown, so the question arises: How would the international commercialization of an organic product derived from cocoa and coffee be feasible? That is why the design of a business model for the study of the commercialization of these products in Spain was determined as an objective and thus generate profitability for the country. For this reason, everything that is covered in relation to the business model is examined theoretically and in turn a detailed explanation of the use of the Canvas model and its impact on the opportunity to market organic derived products in Spain. The qualitative method was used for the execution of the market research which allows to study the Spanish market and what are its basic needs, with the opportunity to enter 6,111 stores in the Spanish market through Carrefour Market which provides opening for new ventures providing all their support when entering the hypermarket. To execute this business model, an initial investment of $ 182,952.16 is necessary, of which an IRR of 25.29% will be obtained in relation to a TMAR of 12.80% and a NPV of $ 77,975.44, so the business is profitable marketing cocoa and coffee products to Spain.
One of the eminent problems in the world is the environmental problems which must be solved in the main cities of the world. In Ecuador, cocoa and coffee are grown daily in large quantities, sometimes not all grains are used existing situation where it is discarded. In certain countries, cocoa and coffee beans are already recognized for their flavor, aroma and for the type of grain grown, so the question arises: How would the international commercialization of an organic product derived from cocoa and coffee be feasible? That is why the design of a business model for the study of the commercialization of these products in Spain was determined as an objective and thus generate profitability for the country. For this reason, everything that is covered in relation to the business model is examined theoretically and in turn a detailed explanation of the use of the Canvas model and its impact on the opportunity to market organic derived products in Spain. The qualitative method was used for the execution of the market research which allows to study the Spanish market and what are its basic needs, with the opportunity to enter 6,111 stores in the Spanish market through Carrefour Market which provides opening for new ventures providing all their support when entering the hypermarket. To execute this business model, an initial investment of $ 182,952.16 is necessary, of which an IRR of 25.29% will be obtained in relation to a TMAR of 12.80% and a NPV of $ 77,975.44, so the business is profitable marketing cocoa and coffee products to Spain.
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COMERCIALIZACIÓN INTERNACIONAL, ORGÁNICA, MODELO DE NEGOCIOS, MARKETING SOSTENIBLE