Plan de negocios "Bocadillo de Breva" FICUS S.A.S.

Abstract

This entrepreneurial project performs a comprehensive market research on the possible consumer behaviors derived from the production and commercialization of bocadillo, a sweet snack made of fig, in the main municipalities of Boyacá including Tunja, Duitama, Paipa, Villa de Leyva and Monguí. Several strategies based on the marketing mix approach (Product, Place, Price and Promotion) were identified and applied, aiming at achieving recognition of this product that is renowned for having a large percentage of fiber and vitamins. During the project, a market study was carried out on the family of exotic fruits to which the fig belongs; this showed that in greater proportion the European model was the optimal one to be the main focus for analyzing the export potential of bocadillo, alongside an analysis that was conducted in three countries: Spain, France and the UK. The latter being the ideal country for export purposes owing to its economic stability, existing Free Trade Agreements with Colombia and the interest of the UK in investing in agricultural projects in Colombia. As a result, the project proved to be profitable and with a strong export potential. Evaluation of costs, expenses and profits was possible through the implementation of a business plan that also facilitated in-depth assessment of several decisive factors in the success of fig’s bocadillo in the market of Boyacá.