Estudio de factibilidad para la fabricación y comercialización de mermelada artesanal en la ciudad de Cartagena

Abstract

The research carried out in this project used a multimodal approach. Of mixed complexity, which had as final objective to determine if it was feasible or not the creation of a company dedicated to the manufacture of homemade jam, segmented the market to the point of determining as target audience the tourist consumer. For the development of the same the specific objectives were the elaboration of a market study, a technical analysis, an economic study and later the application of the tools of financial mathematics to describe the range of viability. During the development of the research the Canvas model and its different variables were applied in order to generate a value strategy that allowed the commercialization of the product "TropiMermelada", not as an edible one, but rather as a regional concept, as an idea Innovative and as a conceptual brand. In addition to the above, it will be clearly shown that the present project has elements of cultural and social impact, especially those involving humanistic facts and sensitivity to vulnerable communities such as the victims of the Colombian conflict.