Estudio de factibilidad para la introducción y comercialización de Bebida “Sidra Natural”, elaborada a base de zumo de manzana, para la empresa Sidra Acebal “España”, en la ciudad de Riobamba.

Abstract

This research aims to study feasibility for introducing and selling the drink “sidra natural” made from Apple juice for the company Sidra Acebal España in the city of Riobamba in order to better commercialization and satisfy the needs of customers because of its unique and exclusive flavor. A market study was carried out in order to know the acceptance level the product will have; competence analysis, and knowledge about the unsatisfied demand in the market. The population is men and women betwen 18 and 40 years of age in the city of Riobamba who drink alcohol beverages, these people look for a new alternative, drink hand-made beverages or want to have them. Considering the technology Sidra Acebal, it has oaken casks wich contribute to have a better hand-made product. On the other, Sidra Acebal S.L. Will approximately have a potencial demand of 1.373.257 bottles a year with a growing rate of 1,37%. The obtained profitability indicators like net present value “NPV” will produce 13% and the gaining of 371.957,63 because of the inversión risk. Acoording to the internal rate of return, inversión profiability will be 46,24% It is recommended to implement this Project bacause it is feasible and profitable. Key words: Comercialization, Apple, sidra natural, juice.