Diseño de un Plan de Negocios para la Producción y Comercialización de Infusiones a Base de Plantas Aromáticas y Frutos Exóticos Cultivados en el Municipio de Pauna, Boyacá

Abstract

The project originates from the problem of the limited supply of healthy herbal teas in Pauna, which in Pauna, which forces consumers to look for products in other cities, evidencing an unsatisfied demand. other cities, evidencing an unsatisfied demand. The general objective is to to establish a business that produces and commercializes natural infusions, using local ingredients such as arazá, which offers unique nutritional properties. unique nutritional properties. The market study revealed a growing interest in products, highlighting the need to educate consumers about the benefits of infusions. about the benefits of infusions. Key segments of consumers who value health and consumers who value health and wellness were identified, as well as existing competition including established and emerging brands. In the technical analysis, efficient production processes were defined and quality standards were established. quality standards were established, while the management study underscored the importance of effective management and financial planning to ensure the project's sustainability. sustainability of the project. The conclusion of the study indicates that, under current conditions, the project is not feasible. conditions, the project is not feasible, and actions such as market expansion, cost optimization market expansion, cost optimization, price revisions, and improved operational efficiency are recommended. operation efficiency.