Plan de negocios para la elaboración y comercialización de licor artesanal a base de leche dulce en la provincia de Manabí.

Abstract

The main objective of the following project is to design a business plan for the production and marketing of a sweet milk-based liqueur in the province of Manabí. This liqueur has an alcohol content of 15%. It is a smooth beverage that stands out for its creamy texture, the combination of milk with a touch of Manabí sugarcane, and a very tasty, sweet, and palatable flavor. It is also made with natural Ecuadorian ingredients and is certified for quality. This product is aimed at an economically active population of men and women 18 years of age and older, belonging to the middle class in the province of Manabí, who are willing to spend pleasant and unforgettable moments with the delight of a creamy sweet milk-based beverage, whether at gatherings and parties with family or friends, or for entertainment, fun, or relaxation. The business idea arose from the popularity of sweet liqueurs in the Manabí area. Several sweet liqueurs are sold in the province's market using cow's milk, which provides a market opportunity by offering a lighter product that, since it does not contain eggs, tends to be much healthier and can be consumed in larger quantities.