Plan de negocios para la comercialización de barra de chocolate orgánica de cacao nacional fino y de aroma, de la Corporación de Organizaciones Campesinas de la Provincia de Esmeraldas (COCPE)

Abstract

The objective of this research is to develop a business plan for the marketing of organic chocolate bars of fine national cocoa and aroma, of the Peasant Organizations Corporation of the province of Esmeraldas (COCPE), whose purpose is to create commercialization strategies for increase sales. For which the qualitative and quantitative method was used by applying an interview to the management part of the Corporation evidencing low knowledge of chocolate sales strategies and a survey of the population of the province of Esmeraldas from which an acceptance was obtained of the product of 95%, in order to carry out the market study from the unmet potential demand for the consumption of chocolate bars was identified, allowing the analysis of the administrative, legal, marketing mix, technical, financial economics study that allowed to establish Feasibility with a Net Present Value (NPV) of $ 72.481,92, a discount rate of 12.53%; an Internal Rate of Return (IRR) of 20%, a Period of Recovery of Investment (PRI) of 3 years and 11 months and a Benefit Cost Ratio (BCR) of $ 1.19. The investment provided to appreciate the viability of the elaboration of bars of chocolate fulfilling high standards of quality in the market with an adequate acceptance by the client. It was possible to carry out a study of the marketing mix variables, allowing to apply market strategies that can be efficient to reach the final consumer and to meet the short-long term objectives. It is recommended to periodically study new strategies that allow improving the commercial ranking against the competition if it fails to meet the highest quality standards.