Plan de negocio para la creación de una empresa dedicada a la elaboración y comercializacion de mermeladas de frutas tradicionales manabitas en la ciudad de Manta.

Abstract

The purpose of this document is to develop a business plan to evaluate the feasibility of creating a company dedicated to the production and marketing of traditional Manabí fruit jams in the city of Manta, taking advantage of the growing demand for natural and artisanal products. This interest in local and healthy products has driven the consumption of native fruit jams, especially among consumers seeking high-quality foods with a cultural identity. To achieve this objective, a market study, a technical-operational analysis, a strategic business proposal, and an economic analysis were conducted. It is concluded that there is high demand among the economically active population, and although there are established competitors in the food market, such as industrial jam manufacturers, the traditional jam business offers a differentiating approach based on the authenticity of its ingredients and production methods.