MODELO DE NEGOCIO PARA LA IMPLEMENTACIÓN DE UNA EMPRESA EXTRACTORA Y COMERCIALIZADORA DE JUGO DE FRUTAS CÍTRICAS SIN COLORANTES, CONSERVANTES, SABORIZANTES NI ENDULZANTES EN LA CIUDAD DE PORTOVIEJO

Abstract

The research entitled “Business model for implementing a logging company and marketer of citrus juice without dyes , preservatives, flavors or sweeteners in the city of Portoviejo " was developed in order to provide consumers a product of natural drinks higher quality characteristics of tropical fruits such as orange and tangerine features. This project aims to measure the financial viability for the creation of an extractor and marketer of citrus juice company in the city of Portoviejo, because it will help people to improve the quality of life, put in the market soft drinks abound and artificial juices. The structure of the research has a business plan, strategic planning, market research, technical, administrative and legal, financial and economic evaluation. For data collection, we worked with a sample of 399 inhabitants of the canton Portoviejo and urban and rural parishes, which provided relevant to the development of the thesis information. In the business model it was established that the company will be named in honor of Porto Real is an indigenous company in the city of Portoviejo, where we value domestic products, but more emphasis is produced in the canton. The product is called Jugos Sofia, which is a name very easy woman to learn and carry the minds of consumers as a fresh, healthy and natural product. In strategic planning distribution channels that will be useful to market the product were determined. It was established that one of the strengths of the company will be the easy access to raw materials, the product is natural and low cost of production as demand for the product. In the market study it was determined that the product is accepted by 94% of the population of Portoviejo, in which a target of 10 % representing 26.323 inhabitants was taken. There are no historical data on the supply and demand of competition due to the lack of competitors in the local market, which was determined by supply unmet demand projecting the results to five years with a growth rate of 1.8 % annually