Factibilidad de la comercialización de salchicha de atún usando canales digitales en la ciudad de Guayaquil.

Abstract

The present project called “Business plan for the marketing of tuna sausage through digital commercial channels in the city of Guayaquil” was developed by applying a mixed methodology through which surveys were carried out among the population of the city of Guayaquil, Finding that the majority of this audience is a millennial, so 72.70% of them prefer vacuum packaging with biodegradable plastic, they purchase between 5 to 10 units, they consume tuna at least once a week, and they have a minimum budget. of USD $3 per package and pointed out that its price should be similar to beef or pork sausage. Among the suggested places or distribution channels were supermarkets and attention on social networks, with brand activation being tasting at the point of sale. The economic and financial feasibility was demonstrated with an IRR of 15.51% and a Net Present Value of USD $12,353.30. Finally, it was recommended to the manufacturing sector to innovate in the food sector, to associate with the National Chamber of Fisheries to promote responsible fishing, being an alternative that generates sustainable economic activities for small artisanal fishermen in the provinces of the Ecuadorian coast.