Plan de negocios para la comercialización de carbón vegetal para establecimientos de alimentos y bebidas en Guayaquil 2024.

Abstract

The purpose of this project called “Business Plan for the Marketing of Charcoal for Food and Beverage Establishments in Guayaquil 2024” was to describe the business lines of the Grubraloor company, identify the behavior of the HORECA segment through the application of a methodology of a mixed approach with the support of interviews and analysis of the internal and external factors of the business line, which made it possible to find that there is satisfaction among current coal suppliers, it being indistinct for them whether they present themselves formally or not. However, purchasing factors such as punctuality, seriousness, quality and responsibility in deliveries, as well as product availability, stand out. Based on these results, commercial and CSR strategies were developed to reach 8% of the market, being evaluated through a financial analysis demonstrating that the business model is viable with an IRR of 54.20% and an NPV of USD $27,784.49, with a return-on-investment time of one year, six months and fourteen days.