Creación de un emprendimiento para la producción y comercialización de galletas artesanales en la ciudad de Manta.

Abstract

The objective of this work was the creation of a business venture for the production and marketing of artisanal cookies in the city of Manta. A mixed methodological approach was applied, using tools such as surveys for market analysis and strategic planning models like CANVAS and Strategic Marketing. The results indicated a high preference for quality artisanal products, with taste, competitive pricing, and presentation being key purchasing factors. Through the analysis of the macro and microenvironment, favorable opportunities were identified, such as the growth of the food and beverage market and the acceptance of sweet cookies as a frequent consumption option. Regarding the business model, the implementation of a dark kitchen was prioritized, which allows for cost optimization and a focus on digital channels for sales and promotion, such as Instagram and WhatsApp. The financial evaluation projected a steady annual growth of 3%, with an investment recovery period of less than five years, supporting the feasibility of the project. It is concluded that the proposal not only satisfies market demand but also contributes to local economic development through job creation and the appreciation of quality products.