La ventaja competitiva en el estudio de factibilidad de industrialización de las bebidas nutri-refrescantes a base de quinua (Chenopodium quinoa) para preescolares, Riobamba 2015

Abstract

This research shows the ratio of generic competitive strategies in the process of a feasibility study for industrializing quinoa drinks for preschoolers of Riobamba during 2015. This research work which is of an applied type using a qualitative – quantitative method pertaining descriptive and casuistic has two phases: first, the development of the feasibility study which included the application of competitive strategies in each of the project studies. The objective was to achieve a longer stay of this industry in the market since some studies demonstrate that from 100% of SMEs (Small and medium-sized enterprises) that open each year, only 3% stay in the market. The other 97% of them go out of business for different reasons. The second phase had to do with the application of the DELPHI method, relying on the opinion of a panel of experts – professors whose field is the development of projects in the seven colleges and 27 schools of the Escuela Superior Politécnica de Chimborazo. The goal is to contrast the hypothesis. The results yielded an Internal Rate of Return of 44% being it higher than the Minimum Acceptable Rate of Return which was 15.70%. It is concluded that the competitive strategies such as differentiation, focus and leadership on costs is what sustain the product in the market. Therefore, it is recommended to apply these strategies in the process of making the study of feasibility of pre – investment projects as to hope for the new enterprises to be more competitive, profitable and sustainable for longer time.