Plan de negocios para la elaboración y comercialización de mermeladas a base de café arábigo en la ciudad de Manta.

Abstract

The current business plan for the creation of the microenterprise MERCAFÉ focuses on the production and marketing of artisanal jams using Arabica coffee as their main ingredient in the city of Manta, Ecuador. The idea emerges as a novel and healthy alternative to the proverbial market products, aligned with current gourmet and artisanal consumer trends. Market research shows a high acceptance rate of the product at 68%, with consumers willing to pay a competitive price of $3.50 for 250g. Mercafé positions itself as an inclusive brand, targeting people between the ages of 18 and 65, of different genders and socioeconomic levels. From a financial perspective, the project requires an initial investment of $108,700 USD, financed with 45% of its own resources and 55% through credit. Mercafé's mission, vision, and values ​​are defined, as well as its general, specific, and strategic objectives. A SWOT analysis, the entrepreneurial team, and all legal aspects for formal business formation are also included. Therefore, emphasis is placed on the target consumer through surveys conducted in the city of Manta. Segmentation, promotion, and pricing strategies are detailed, as well as direct competition analysis, which is a fundamental part of the project.