Propuesta de un plan de negocio para una empresa comercializadora de un producto de medicina alternativa en base a la guanábana

Abstract

The following investigation deals with a business plan that commercializes a natural product based on soursop addressed to the naturist centers of the city of Quito, which is divided into several chapters of various aspects that a project must contain. Therefore, I begin by defining the problem: wasting the production of soursop for the commercialization of value-added products, then justifying why it has been decided to carry out such a project in order to define the objectives of: developing a business plan through a market, administrative, legal, financial study for the production and marketing of soursop capsules at the DMQ. Where the market study allows to know the feasibility of the consumption of the product that are the jars; given that such results are positive based on the survey, allowing to know the prices of the competition, their acceptance, frequency of purchase, important variables that show the opportunity of the project in the natural medicine market. For the next chapter, a technical study is developed in which the location of the plant is analyzed, as well as an organizational study with functions of positions and the respective processes that lead to the creation of the product, without forgetting the important marketing and legal study, and finally to carry out the study and financial evaluation where a TMAR of 20%, TIR of 29.59% with a VAN of $ 5,598 in profit and a B / C ratio of $ 0.33 are obtained, indicators help to deduce that the project is viable and it´s recommended to undertake it.