Creación y ejecución de un emprendimiento de galletas "Brokies", en la ciudad de Manta.

Abstract

The purpose of this project was to analyze the feasibility and develop a business plan for the creation of an enterprise dedicated to the production and commercialization of Brokies cookies in Manta. A market study was carried out through surveys directed to the target public (people between 15 and 54 years old), and an analysis of the macro and microenvironment, a technical, organizational and financial evaluation of the project was elaborated, and tools such as PESTEL analysis, Porter's five forces and the Canvas model were used as a methodology. The results obtained showed a high acceptance of the product, standing out for the quality of the ingredients used in its preparation, as well as for its eye-catching packaging. The financial study indicates that the project is profitable from an economic point of view; the payback period is reasonable and the break-even point is expected to be reached in a short period of time. It was concluded that Brokies has a high probability of success due to its innovative approach and its ability to stand out in a competitive market while maintaining a strong commitment to quality and sustainability. Brokies' initiative offers a great opportunity to efficiently respond to customer needs and create a unique brand identity in the local market, opening the possibility of expanding nationally in the future.