Creación de una empresa de captura y comercialización de productos del mar en la provincia de El Oro.

Abstract

The purpose of the present project is to determine the feasibility of creating a company to capture and commercialize seafood products in the province of El Oro, whose main activity is focused on the capture and commercialization of fillets of fresh fish packed in vacuum, and marketed under the Ocean Fish brand. The methodology used for the development of this research has used qualitative and quantitative approaches. For the analysis of the industry and the environment, the theories of the five Porter forces, PESTEL analysis, and surveys to determine tastes and preferences were applied. In the same way, business strategies were applied for positioning the brand, differentiation of quality, and strategies for cost improvement. For the market study, fishermen interviews were conducted, and surveys that allowed us to determine the potential demand the products. The financial results showed that the project is viable, which is reflected in the financial indexes that the economic study showed, with the IRR of 32.10%, the NPV of $ 157.516,17, the recovery period is in 2.29 years, and a TMAR of 12,20%, considering that the project was evaluated at five years.