Análisis de los modelos de negocios para productos derivados del cacao en las empresas asociativas rurales del Cantón Vinces. Caso – Apovinces
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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El cacao ecuatoriano es considerado un fruto muy exquisito en todo el mundo. El presente estudio tuvo como propósito determinar un Modelo de Negocios que permita la comercialización en el mercado ecuatoriano de los productos derivados del cacao de aroma fino de la Asociación de Productores Orgánicos (Apovinces). El problema se centró ya que los pequeños productores no recibían el precio justo por la existencia de intermediarios que ganaban mucho más en la reventa, por ello, decidieron conformar una fuerza de venta, organizándose formalmente en una asociación rural para así poder sentirse respaldado y comercializar sus productos no solo en Vinces sino en las grandes ciudades del país. Entre las causas principales en la que se desarrolló el objeto de estudio es que la asociación no implementó un modelo de comercialización acorde, que les permita promocionar, vender y posicionarse en el mercado ecuatoriano, por ende, los niveles de ventas son muy bajas, no todos los productos tienen salida ya que no se ha dado a conocer las propiedades nutricionales, vitamínicas y medicinales con la que cuenta. La metodología cualitativa y los diferentes métodos utilizados: inductivo, observación, exploratorio y descriptivo permitió interpretar la información expresada por los expertos, que permitieron establecer el modelo idóneo para la asociación. Luego del análisis exhaustivo de las características, aplicabilidad, etc. el presidente expresó la necesidad de que se cumplan los objetivos de APOVINCES en base al “modelo de negocios con valor agregado usando Canvas”. Por ende, se concluyó que el proceso de validación es un procedimiento indispensable para conocer la factibilidad y viabilidad de cualquier modelo de negocio, para su posterior ejecución.
The Ecuadorian cocoa is considered a very exquisite fruit all over the world. Purpose of this study was to determine a business model that allows the marketing in the Ecuadorian market of products derived from cocoa fine aroma of the Association of organic producers (Apovinces). The problem focused since small producers were not receiving the fair price by the existence of middlemen who earned more in resale, therefore, they decided to form a sales force, formally organizing themselves in a rural association to feel supported and market its products not only in Vinces, but in large cities of the country. Among the main causes in which the object of study was developed is that the Association did not implement a model of consistent marketing that allows them to promote, sell and position themselves in the Ecuadorian market, therefore the level of sales are very low, not all products have output since they have not been released the nutritional, vitamin and medicinal properties with which it has. The qualitative methodology and the different methods used: inductive, observation, exploratory and descriptive allowed to interpret the information expressed by the experts, which allowed to establish the suitable model for the Association. After thorough analysis of the characteristics, applicability, etc. the president expressed the need of fulfilling the objectives of APOVINCES based on the "value-added business model" using Canvas. Therefore, it was concluded that the validation process is a procedure essential to know the feasibility and viability of any business model, for its subsequent execution.
The Ecuadorian cocoa is considered a very exquisite fruit all over the world. Purpose of this study was to determine a business model that allows the marketing in the Ecuadorian market of products derived from cocoa fine aroma of the Association of organic producers (Apovinces). The problem focused since small producers were not receiving the fair price by the existence of middlemen who earned more in resale, therefore, they decided to form a sales force, formally organizing themselves in a rural association to feel supported and market its products not only in Vinces, but in large cities of the country. Among the main causes in which the object of study was developed is that the Association did not implement a model of consistent marketing that allows them to promote, sell and position themselves in the Ecuadorian market, therefore the level of sales are very low, not all products have output since they have not been released the nutritional, vitamin and medicinal properties with which it has. The qualitative methodology and the different methods used: inductive, observation, exploratory and descriptive allowed to interpret the information expressed by the experts, which allowed to establish the suitable model for the Association. After thorough analysis of the characteristics, applicability, etc. the president expressed the need of fulfilling the objectives of APOVINCES based on the "value-added business model" using Canvas. Therefore, it was concluded that the validation process is a procedure essential to know the feasibility and viability of any business model, for its subsequent execution.
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METODO DE NEGOCIOS, VALIDACIÓN, COMERCIALIZACIÓN, ASOCIACIÓN