Plan de negocio para la comercialización de una bebida a base de infusiones de té de plantas aromáticas y medicinales listas para consumir en la provincia de Tungurahua

Abstract

The present work aimed to design a business plan for the commercialization of a drink based on tea-type infusions of aromatic and medicinal plants ready to consume in the province of Tungurahua with nationally produced fruits of great flavor and aroma. A market, technical, corporate, and financial study was carried out to verify the acceptance of the product. The business plan presented allowed to analyze the viability of the project that aims to create the company CARVALO C.L. Corporation. This company aims to focus resources on a ready-to-drink herbal and medicinal plant-based drink. The project presented an organizational design and a simple corporate structure. In the market study, surveys were applied to the market segments, where it is identified that the most consumed beverages are chamomile, lemon verbena and lemon verbena. The organization will be managed by three or four people due to its size. To determine the financial viability of the project, the most important financial indices were estimated, such as NPV, IRR, PRI, breakeven point, and cost-benefit ratio. These indicators made it possible to determine that the project is profitable and can be presented as an investment opportunity.