Plan de negocios para la industrialización y comercialización del polvo de cebolla colorada (Allium cepa) en la ciudad de Riobamba, provincia de Chimborazo.

Abstract

This investigation aimed to determine the feasibility for the industrialization and commercialization of red onion powder (Allium cepa) in Riobamba city to strengthen the economy by taking advantage of local resources and generating added value to onion production. The administrative and operational capacity to start up and determine the economic and financial viability for the industrialization and commercialization of red onion powder in the city was determined. A market segmentation was carried out considering the economically active population, restaurants, and pizzerias, considering a universe of 350,448 economically active people, the same was done with restaurants and pizzerias with a universe of 182, of which through market segmentation samples of 113 and 49 respectively were determined. The surveys were designed and validated for the two groups through the Google Forms platform. Based on the investigation carried out, the result of the economic analysis projection showed a Net Present Value (NPV) of US$ 26,339.99, an Internal Rate of Return (IRR) of 12% and an Investment Recovery Period (IRP) of 3 years, for which the operational capacity of the project is established for a daily production of 1.24 qq of onion powder, using 8.65 qq of fresh red onion bulbs, that means that only a part of the total production will be captured. It is concluded that the red onion powder will have its own brand "ONION POWDER by NM", contain all the parameters for marketing, which give it a highly competitive advantage, and is economically profitable, so it is recommended to be innovative in the presentation of new products to maintain a secure market.