Estudio de prefactibilidad de empresa productora de mermeladas artesanales en Agua Buena de Coto Brus, para el año 2019
Fecha
2019-10
Autores
Agüero Meza, José Santos
Monge Calderón, Alexander
Rodríguez Calderón, Tatiana Vanessa
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Editor
Universidad Nacional, Costa Rica
Resumen
Se pretende crear una empresa productora de mermeladas artesanales con base en tres sabores (piña, guayaba y mora). El proyecto se ubica en Agua Buena, Coto Brus, Puntarenas. Se trabajarán con proveedores de esta región que posean este tipo de frutos para promover un ingreso adicional a los agricultores locales.
Mediante la empresa productora de mermeladas artesanales se realizará la transformación del producto desde la recepción de la materia prima hasta el producto final que es la mermelada con carácter artesanal, como característica principal se destaca que es un producto libre de químicos y saborizantes, utilizando solamente azúcar, limón y fécula de maíz como productos adicionales a la pulpa.
Como misión ofrecer una mermelada de calidad por su preparación artesanal a los hogares del cantón de Coto Brus. Y visión ser la empresa líder de mermeladas artesanales con productos frescos y de calidad en el cantón de Coto Brus.
Coto Brus es un cantón reconocido por su producción de café a nivel nacional, sin embargo, surge la necesidad de implementar opciones adicionales de ingresos a los ciudadanos de la zona por lo que surge la interrogante sobre la rentabilidad de producir mermeladas artesanales de los frutos que se producen en la localidad.
En la elaboración del proyecto se pretende participar con un cuatro por ciento en el mercado ya que existen competidores directos posicionados en el mercado, sin embargo, el cantón de Coto Brus sobresale por su apoyo al productor local. Como estrategias de comercialización se presentará un producto atractivo al consumidor, con un sabor de calidad que sobresalga de la competencia, se realizará una página en Facebook como herramienta de publicidad aparte de perifoneo en la localidad.
En el estudio de mercado se procura conocer el grado de aceptación de la mermelada artesanal en la zona, para determinar la demanda se realizarán encuestas a 380 personas seleccionadas mediante el método aleatorio simple, tomando en cuenta personas en rango de edad entre los 18 a 65 años como personas con potencial para adquirir el producto.
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Como inversión inicial se establece un monto de ¢6,551,401.52 de los cuales el 30% es aporte de socios un 70% como financiamiento, para cubrir todo el equipo operativo del proyecto aparte del capital de trabajo para iniciar con la producción de los productos, las instalaciones serán obtenidas mediante arrendamiento, para no elevar los costos de inversión con la compra de una propiedad y construcción de infraestructura, la distribución de los productos se realiza mediante flete para reducir el impacto en la inversión inicial.
En el estudio financiero se trabaja bajo tres escenarios: probable, optimista y pesimista para medir la rentabilidad del proyecto y poder orientar al inversionista a tomar una decisión, se utilizan herramientas como el TIR, VAN, punto de equilibrio y PRI para fortalecer y justificar los resultados del proyecto. Mediante el análisis del proyecto se determina un VAN de ₡19,812,558.83; siendo mayor a cero, lo que indica que el proyecto logra generar valor en el tiempo. El TIR alcanza un 44%, lo que indica que es rentable; a su vez el índice de deseabilidad de la empresa productora de mermeladas artesanales “La Tentación” es de 4.02%. Se estima que en 2.1 años se recupere la inversión, los indicadores muestran viabilidad. Sin embargo, en un mundo donde la inflación va en aumento, para que sea factible, hay que tener mayor participación en el mercado, e incrementar ventas si se quiere que la organización genere liquidez.
The aim is to create a company that produces handmade jams based on three flavors (pineapple, guava, and blackberry). The project is located in Agua Buena, Coto Brus, Puntarenas. They will work with suppliers in this region that have this type of fruit to promote additional income for local farmers. The artisanal jam production company will transform the product from the reception of the raw material to the final product, which is the artisanal jam. The main characteristic of this product is that it is free of chemicals and flavorings, using only sugar, lemon, and cornstarch as additional products to the pulp. Our mission is to offer a quality jam because of its handmade preparation to the homes of the Coto Brus canton. And our vision is to be the leading company of handmade jams with fresh and quality products in the canton of Coto Brus. Coto Brus is a canton recognized nationally for its coffee production; however, there is a need to implement additional income options for the citizens of the area, so the question arises about the profitability of producing handmade jams from the fruits produced in the locality. In the development of the project it is intended to participate with four percent of the market since there are direct competitors positioned in the market, however, the canton of Coto Brus stands out for its support to the local producer. As marketing strategies, an attractive product will be presented to the consumer, with a quality flavor that stands out from the competition; a Facebook page will be created as an advertising tool, in addition to a local radio broadcast. The market study will seek to determine the degree of acceptance of the handmade jam in the area. To determine the demand, surveys will be conducted with 380 people selected using the simple random method, taking into account people between 18 and 65 years of age as people with the potential to purchase the product. v An initial investment of ¢6,551,401. The facilities will be obtained through leasing, so as not to increase the investment costs with the purchase of a property and construction of infrastructure; the distribution of the products will be done through freight to reduce the impact on the initial investment. The financial study works under three scenarios: probable, optimistic and pessimistic to measure the profitability of the project and to guide the investor in making a decision; tools such as IRR, NPV, break-even point and PRI are used to strengthen and justify the results of the project. Through the analysis of the project, an NPV of ₡19,812,558.83 is determined; being greater than zero, which indicates that the project manages to generate value over time. The IRR reaches 44%, which indicates that it is profitable; in turn, the desirability index of the company producing handmade jams "La Tentación" is 4.02%. It is estimated that the investment will be recovered in 2.1 years; the indicators show viability. However, in a world where inflation is on the rise, in order to be feasible, it is necessary to have a greater market share and increase sales if the organization is to generate liquidity.
The aim is to create a company that produces handmade jams based on three flavors (pineapple, guava, and blackberry). The project is located in Agua Buena, Coto Brus, Puntarenas. They will work with suppliers in this region that have this type of fruit to promote additional income for local farmers. The artisanal jam production company will transform the product from the reception of the raw material to the final product, which is the artisanal jam. The main characteristic of this product is that it is free of chemicals and flavorings, using only sugar, lemon, and cornstarch as additional products to the pulp. Our mission is to offer a quality jam because of its handmade preparation to the homes of the Coto Brus canton. And our vision is to be the leading company of handmade jams with fresh and quality products in the canton of Coto Brus. Coto Brus is a canton recognized nationally for its coffee production; however, there is a need to implement additional income options for the citizens of the area, so the question arises about the profitability of producing handmade jams from the fruits produced in the locality. In the development of the project it is intended to participate with four percent of the market since there are direct competitors positioned in the market, however, the canton of Coto Brus stands out for its support to the local producer. As marketing strategies, an attractive product will be presented to the consumer, with a quality flavor that stands out from the competition; a Facebook page will be created as an advertising tool, in addition to a local radio broadcast. The market study will seek to determine the degree of acceptance of the handmade jam in the area. To determine the demand, surveys will be conducted with 380 people selected using the simple random method, taking into account people between 18 and 65 years of age as people with the potential to purchase the product. v An initial investment of ¢6,551,401. The facilities will be obtained through leasing, so as not to increase the investment costs with the purchase of a property and construction of infrastructure; the distribution of the products will be done through freight to reduce the impact on the initial investment. The financial study works under three scenarios: probable, optimistic and pessimistic to measure the profitability of the project and to guide the investor in making a decision; tools such as IRR, NPV, break-even point and PRI are used to strengthen and justify the results of the project. Through the analysis of the project, an NPV of ₡19,812,558.83 is determined; being greater than zero, which indicates that the project manages to generate value over time. The IRR reaches 44%, which indicates that it is profitable; in turn, the desirability index of the company producing handmade jams "La Tentación" is 4.02%. It is estimated that the investment will be recovered in 2.1 years; the indicators show viability. However, in a world where inflation is on the rise, in order to be feasible, it is necessary to have a greater market share and increase sales if the organization is to generate liquidity.
Descripción
Palabras clave
INDUSTRIA CONSERVERA, CONSERVAS, PRODUCCIÓN, COTO BRUS (PUNTARENAS), PRODUCTOS DE ORIGEN VEGETAL, CANNING INDUSTRY, CANNING, PRODUCTION, PRODUCTS OF VEGETABLE ORIGIN