Plan de negocios para la empresa oleas alimentos ecologicos productora de tomate cherry (Solanum lycopersicum var. San Marzano) agrocoecológico.

Abstract

This research aimed to design a business plan to produce cherry tomato for the enterprise Oleas Alimentos Ecológicos located in San Luis parish, in Riobamba canton, Chimborazo province. The enterprise mentioned above produces cherry tomatoes under an agroecological system and pretends to incorporate the variety (Solanum lycopersicum L.) var. San Marzano. The strategic SWOT and CAME analyses were carried out to know the current situation of the enterprise and to define the strategic objectives of the undertaking. The market study was carried on the different distributors that the company already had, interviews were carried out, which were stratified considering the place of sale and the target market; the competition was analyzed considering the price, place, promotion, and product. This was complemented with a review of the Manual of Good Agricultural Practices (GAP) to determine the production criteria. The marketing and commercialization plan was drawn up based on the results obtained from the market study, which was also used to carry out the economic and financial analysis. Finally, the business plan was socialized with teamwork of the enterprise. It was determined that the initial investment is 56,864.45 USD, with an NPV of 37779.71 USD, a B/C ratio of 1.64 USD, an IRR of 22.18% and a payback period during the third year of the project. It is concluded that the undertaking is financially viable and profitable with a market share of 20% in relation to the unsatisfied demand. It is recommended that this undertaking be financed and executed according to its planning.