Desarrollar un plan de negocios que permita analizar la viabilidad, rentabilidad, tendencias de consumo y factibilidad del proyecto de tortillas de harina de quinoa

Abstract

This project proposes the creation of a novel product: quinoa-based tortillas, as a substitute for traditional wheat flour tortillas. This innovative approach aims to enhance the nutritional status of Ecuadorian citizens while preserving the essence of a traditional staple food. The rationale for this project stems from the alarming findings of a post-pandemic study conducted by the FAO (Cruz, 2022), which revealed a significant increase in the number of families facing difficulties in accessing nutritious food. The study further indicates that 36.8% of the Ecuadorian population, approximately 7 million individuals, struggle to obtain a diverse range of nutritious food options. In contrast, this project seeks to introduce a product that offers high nutritional value at a competitive price within the domestic market. Quinoa flour was selected as the primary ingredient due to its superior nutritional profile compared to wheat flour. The ultimate goal is to establish a new industry for the production and commercialization of quinoa-based products, promoting nutritional value as a key added value. To effectively penetrate the market, the project emphasizes a pricing strategy centered on product quality and affordability. Additionally, customer loyalty strategies will be implemented to foster brand recognition and encourage openness to new product lines. The establishment of strong distribution channels is crucial for competing effectively with existing industries in Ecuador. This project presents a compelling opportunity to capture a growing market segment that prioritizes nutritious food options. The introduction of quinoa-based tortillas, with their VIII enhanced protein and vitamin content, positions them as an attractive alternative within the vast array of traditional products. A comprehensive financial analysis was conducted to assess the project's feasibility. The analysis indicates a potential selling price of USD $2.32, generating an Internal Rate of Return (IRR) of 33.66%. This IRR significantly exceeds the project's Target Market Average Return (TMAR) of 12.88%, resulting in a favorable margin of 20.78% for the company. To establish this favorable margin, a thorough price analysis was conducted, considering both minimum and maximum price points within the competitive landscape. The analysis revealed that a price of USD $1.72 would result in an average negative IRR of - 18.29% and an average negative Net Present Value (NPV) of -USD $77,288.5. Based on these findings, the project's optimal IRR of 33.66% translates to an NPV of USD $108,775.9, generating a net profit of USD $90,560.87. These compelling financial projections provide a solid foundation for the project's viability and demonstrate its potential to contribute to the nutritional well-being of Ecuadorian consumers. Keywords: Quinoa-based tortillas, nutrition, food security, Ecuador, market analysis, financial feasibility.