Plan de negocios para el mejoramiento de la productividad y la gestión comercial de la producción de mora de castilla en la Asociación ASOPROCASE, de la parroquia Quimiag, cantón Riobamba, año 2018

Abstract

The purpose of this business plan is to improve the productivity and commercial management of the production of Castilla Blackberry in the Production and Marketing Agricultural Association, Sembrando Esperanza (ASOPROCASE), of the Quimiag parish, Riobamba Canton, year 2018, designs and establishes the most appropriate and adequate presentation for the commercialization of the product in the market. For the realization of this research project, several research tools were used such as direct observation and the survey; which was applied to 382 families in Riobamba city by calculating the sample, as well as the total of the organization's partners and the technical staff of the Rural Good Living Program in Chimborazo province. This information allowed performing the SWOT analysis and the socio-organizational analysis. As a result of the research it was determined that there is a lack of effective and efficient processes and procedures, therefore they do not allow conducting production and commercialization. The business plan was developed: the operational plan, which proposes certain adjustments to the current organic structure, as well as the processes that must be developed to comply with the quality and characteristics of the final product. The marketing plan proposes strategies for the 4p¨s as product design, brand design, logo, promotion elements, advertising, product marketing spaces and the price of the product in the market. The economic- financial plan analyses the investment to the projections and through economic indicators with a NPV = $ 159.499,23, an IRR = 48, 28%, and a recovery period = 1 year, 7 months. Therefore, it is recommended to the board of the association to practice this business plan and to take advantage of the acceptance of the product and introduce it in the market of Riobamba city.