Estudio de factibilidad para la creación de una empresa comercializadora de confitería industrial y artesanal en Guayaquil, Ecuador.

Abstract

The purpose of this research is to examine whether it is practical to combine sweets that are normally made by individual artisans and also mass-produced in Guayaquil. To do this, we surveyed 450 customers, interviewed key individuals, and made a clear comparison of competitors' product lines. As a result of the surveys, 59.4% of consumers historically focus on taste as their most important consideration when purchasing products, and 53.8% prefer products that combine traditional craftsmanship with modern industry. The trends in consumption frequency and the strong willingness to pay shown by the survey indicate a large market demand that is also growing very rapidly. The competitive results showed that we had discovered a highly developed niche in the little-noticed market gap between large industrial brands and small artisanal products, an excellent place for our project. The marketing plan included a hybrid portfolio system, differentiated pricing, multi-channel distribution, and integrated promotional pushes. In addition, we developed comprehensive financial plans equipped with monthly cash flow, complete profit and loss projections, and initial and future-year financial statements. The financial indicators confirmed the project's viability: a NPV of $35,000, an IRR of 31%, and even in pessimistic scenarios for the third year, an ROI of 40%, which means profitability. Based on the above, the proposal is commercially viable, profitable, and sustainable. There is potential to establish itself as an innovative and socially responsible brand within the confectionery sector in Guayaquil.