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Plan de negocios para la producción y comercialización de vino de naranja en la provincia de Pichincha

Abstract:

The proposed business plan is about the production and marketing of traditional wine orange that at present is produced in an informal way in a town called Balsapamba, located in the Province of Bolivar. The idea of increased the production of this wine, is to position it in the Ecuadorian market, initiating its marketing in the Province of Pichincha. We choose this province of Ecuador to start the project, because it is one of the most populated in the country and in all the cantons there are several towns that are the market approach to start with the sale of the product, in addition to the chosen segment business development which is the economically active population, more than 18 years, middle and lower middle class, as it has the highest consumption of these kind of drinks with good quality, good taste and low price. The orange wine basically is composed by the mention fruit, sugar and nutrients that together pass through a process of fermentation and maceration that achieves a large pure flavored beverage that keeps the benefits this tropical fruit can give. The proposed business plan has as the main goal of growth, to provide a consumer product that is 100% Ecuadorian and that could be commercialized around the country with a high volume of sales in wholesale and retail distributors, this proposed take into account the trends of the industry where the product is located which are in constant growth and thanks to the market research that shows that in Ecuador, specifically in the province of Pichincha, the population has a high consumption of this type of drinks, focusing to this consumer product quality, taste and especially price. For this reason the production and commercialization of orange wine "Viña Naranja" meets all the requirements of the market approach that can achieve positioning and acceptance. To achieve the goal of the proposed project will use certain marketing tools that call attention to the final consumer and with that, the direct customer, in this case the distributors, so they can make more orders of the product for the consumer in the general market. Among the tools used will be the promotion of "more product, less price," delivering flyres and posters, the BTL's, and other things that enable product development and brand, besides that, it will start the wine positioning in the minds of consumers. An important part of the business plan production and commercialization of "Viña Naranja" is that the market of this drinks already exist in Ecuador, so the introduction of the product is easier, however it is important to remember that competition from similar products such as Boones, Baldoré, Dos Hemisferios, etc. have already a market position, but the main strategy for marketing and selling this new product is that the taste of it is not so common and most people who were survey, indicated that they would be willing to try a traditional orange new wine as long as the quality, taste and price are those required.