Plan de negocios para la producción y comercialización de Chocomachica en la Asociación Mushuk Yuyay de la ciudad de Cañar

Abstract

The association of Andean seed and nutritional food producers Mushuk Yuyay does not have an adequate guide for the development and implementation of new products and sub-products, there is duplication of functions and the lack of marketing strategies has generated that the association does not stand out in the competitive market, which is why the objective of this research was to develop a business plan for the production and marketing of chocomachica in the association Mushuk Yuyay in Cañar city. The methodology implemented had a qualitative and quantitative research approach. The described variables were not manipulated because of this, a non-experimental design of the transversal type was used. The study population concerned the inhabitants of Cañar city. A field investigation was necessary to collect and analyze the information related to the research. Among the methods and instruments used were an interview with the manager of the association and surveys of the population. Through this methodology, it was determined that the association does not have a business plan for sub-products, there is a poor plant layout, the product distribution processes are not correctly described, there are insufficient function manuals, inadequate product packaging, and it was necessary to expand the target population to include Cuenca city. It is concluded that the association does not have an adequate administrative management and the lack of marketing does not allow the association to stand out from the competition and achieve its objectives, thus a business plan is proposed in which the strategies, action points and necessary processes are established according to the needs of the association