Plan de negocios para la comercialización de semillas categorías iniciales de la Asociación Conpapa Tungurahua “AGROPAPA” en la ciudad de Ambato provincia de Tungurahua

Abstract

The objective of this title work was to develop a business plan for the commercialization of seeds initial categories of the CONPAPA Tungurahua association "AGROPAPA" in the city of Ambato, Tungurahua province, in order to establish strategies that contribute to the development of the production and marketing of your products and help improve business decision-making. For the development of the research, a descriptive methodology was applied to narrate the existing problem, a survey was used with the producers of the association and supported by information techniques such as direct observation and bibliographic review. A series of deficiencies were identified, such as: The association lacks a business plan, it represents a disadvantage for inserting itself in the competitive market, thus causing an inadequate allocation of resources and the non- fulfillment of objectives. The most relevant results were that the association does not carry out market studies when incorporating a new product, in addition, a small part of the potato crop is destined to the production of basic category seed, in this context, it was determined that the product with the highest demand is the “superchola” potato. It was concluded that the association to commercialize basic category potato seeds should analyze and control expenses in order to avoid overpricing in production; Thus, thecost- benefit relationship allows evaluating the investment of the project to guarantee the economic well-being of the producers. It was recommended to the highest authority of the Association "AGROPAPA", the implementation of a business plan for the commercialization of potato seeds in order to achieve the expected profitability and meet the achievement of its goals.