%0 Tesis de Pregrado %A Valenzuela Carrera, Josué Israel %E Suasnavas Lamboglia, Gianni Paolo %I Quito: Universidad de las Américas, 2018 %D 2018 %G %T Plan de negocios para la producción y exportación de jalea de Chigualcan a California-Estados Unidos %U http://dspace.udla.edu.ec/handle/33000/9947 %X The present business plan focuses on the development of a product of the confectionery category belonging to the food industry. With the elaboration of a jelly of an ancestral fruit of the Andean zone, this is known as Chigualcan. The product will be exported to the state from California- United States. The principal objective is promoted Ecuadorian organic market and promoting bilateral relations between Ecuador and the United States. The business plan seeks on the American market since its food culture has undergone a great change in the last decade. In addition, the American population values in great proportion the products made with corporate social responsibility and that cares about the health and nutrition of people. The document reviews several topics in general with the objective of knowing the commercial and financial viability of the project. First, the external environment of the country was analyzed through a PEST analysis. Subsequently, the industry was analyzed through the PORTER analysis. On the other hand, a qualitative and quantitative analysis was carried out, for which a target market was selected based on men and women between 18 and 60 years old who consume organic foods in the state of California. The differentiation strategy is used in the marketing plan, since the Chigualcan jelly is made with ancestral fruits, social responsibility, and low environmental impact. Marketing expenses is a fundamental pillar for the entry and acceptance of the product in the American market. In order to make this project a reality, a food product plant should be implemented in which approximately 350 units will be produced daily, with an initial used capacity of 70%. Finally, it is determined that the project is profitable thanks to the financial viability that can be visualized according to the following variables: NPV of $ $10.065,99, lRR of 22.37% and RIC in 3,8 years.