Plan de negocios dirigido a la expansión de Naturíssimo en el mercado Europeo.

Abstract

This study evaluates the feasibility of expanding Naturíssimo into the European market, leveraging its experience in Ecuador and its entry into the U.S. Internationalization emerges as a key strategy in response to the economic crisis and competition in the healthy food sector. A mixed approach was used, combining interviews with key stakeholders, financial analysis, and market studies. The business proposal was structured using the Canvas model, evaluating key partners, essential activities, and costs, complemented by a detailed financial analysis. The results indicate that Spain presents a solid opportunity, driven by the Ecuadorian community and the demand for healthy products. The financial analysis shows an NPV of $940,013.61 and an IRR of 30%, confirming the project's profitability. However, challenges in logistics and European regulations are identified, which will require efficient cost management and localized marketing strategies.