Plan de negocio para la creación de una pequeña empresa dedicada a la elaboración y comercialización de frutas encapsuladas, en la ciudad de Manta.

Abstract

This project develops a business plan for the creation of FRUCAP S.A., a small company located in Manta, Ecuador, dedicated to the production and marketing of unflavored gelatin-encapsulated fruits. This proposal emerges as an innovative response to the demand for fresh, versatile, and attractive food products that adapt to the tastes of today's consumers. The main objective was to evaluate the technical, commercial, legal, and financial viability of the venture. Chapter I defines the company's strategic structure, including its mission, vision, values, organizational chart, alliances, SWOT analysis, and legal requirements. Chapter II presents an in-depth analysis of the target market (people between 20 and 65 years of age from the lower, middle, and upper classes), along with segmentation, consumer profile, pricing, promotional strategies, and a competitive assessment. Chapter III then describes the product, its production process, machinery, infrastructure, and operational requirements. Chapter IV presents the financial analysis, with projections of costs, revenue, investments, break-even point, and return on investment.