1

2. Table of contents

2. Table of contents ....................................................................................................................... 2

3. Executive summary ................................................................................................................... 3
4. Introduction ............................................................................................................................... 4
5. Problem statement .................................................................................................................... 5
a. Justification ....................................................................................................................... 5
b. General objective .............................................................................................................. 6
c. Specific objective ............................................................................................................... 6
6. Referential framework ............................................................................................................. 7
a. Theoretical basis.................................................................................................................... 7
I. History of the sweet of manjar. .................................................................................... 7
II. Caracteristics. ................................................................................................................ 8
III. Types and varieties of sweet of manjar. ...................................................................... 9
IV. Industry analysis. .......................................................................................................... 9
I. Power of negotiation of clients. .............................................................................. 10
II. Rivalry between companies .................................................................................... 10
III. Threat of new companies........................................................................................ 11
IV. Bargaining power of suppliers. .............................................................................. 11
V. Substitute products. ................................................................................................ 12
b.Conceptual framework ....................................................................................................... 13
c. Contextual framework........................................................................................................ 17
I. Interviews with experts............................................................................................... 17
II. Results and conclusions to experts. ........................................................................... 17
d. Legal framework .................................................................................................................... 20
I. Required documentation. ........................................................................................... 21
II. Specific requirements. ................................................................................................ 22
III. Regulatory entities and products that control.......................................................... 25
10. Bibliography ......................................................................................................................... 48
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3. Executive Summary

The main objective of this project is to develop a business plan for the export of milk candy to

the New Jersey market in the United States. At present the export of dairy products, as well as

the sweets that come from it is a fundamental part for the economic development of Ecuador.

In the year 2008, the Institute for the Promotion of Exports and Investments PRO ECUADOR

showed that dairy products were sold abroad for $ 2.7 million, compared to 5 million in 2010.

Their cheeses, yogurts and milk delicacies went to the market of The United States, Europe,

Japan, Russia and other Latin American countries.

Candy of milk manjar is a product with great acceptance in Ecuador, which has a high

consumption among the population of all ages. In our country the production of this product is

obtained from milk which is integrated with other products such as sugar, has a ball shape and

are highly demanded in all kinds of events such as parties, business meetings, etc.

Ecuador is the trade partner of the United States with the highest growth rate in Latin America,

since it enjoys some international agreements with tariff preferences facilitating trade among the

countries of the region through the Generalized System of Preferences.

The implementation of the business plan for the export the Candy of milk manjar is favorable

since in the state of New Jersey located in the country of the United States and this is a market

that is constantly growing.

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4. Introduction

In Ecuador, dairy production represents an important contribution to economic

development, with a favorable evolution over the years. Currently the dairy industry has

presented a high growth thanks to some changes that have been registered, such as the

production matrix, where this industry has been taken into account to promote its better

development.

The present project consist in create a business plan that allows the export the candy of

milk manjar because this product is known here in Ecuador is also have great demand because

people generally consume it in different types of meetings and thus open other sources That help

in the economy of the country.

The idea of implementing or realizing this project arises because in the state of New

Jersey that is the destination point or segment of our product is mostly populated by the Latin

community where it has gradually achieved economic, political and social growth. The candy of

milk manjar will have a good reception because in this city there are also a large number of

Ecuadorian inhabitants who can taste and feel at home.

Through the development of this project we can determine the most viable way to export

this product and also analyze how will be this new market in addition to the way it is produced,

which is totally handmade without chemicals and thus we can also contribute to the environment.
 5

5. Problem Statement

The milk manjar that we will use to make the candy is a traditional sweet in some Latin

American countries such as Argentina, Bolivia, Chile, Peru, Brazil, Uruguay, Paraguay, Puerto

Rico, Dominican Republic, Colombia, Venezuela and also in our country.

Currently in Ecuador there are different cantons like Cayambe, Chaco, Salinas,

Rocafuerte, that are dedicated to produce handcrafted the milk manjar; So it is necessary to make

a business plan that leads to the need to export this product to be consumed abroad and thus

generate more economic activity in Ecuador.

1.1. Justification

The present project has as an objective the analysis of the viability for the export of an

artisanal product like the candy of milk manjar, through a market different to the ours, being the

main target of destination to the Latino communities due to the increase in the migration of

Ecuadorians over time especially located in the United States established in the state of New

Jersey.

Thanks to the good climatic conditions and the variety of products that are produced in

our country it facilitates the production of the candy of milk manjar, which will be of

contribution and benefit to the realization of our project; through responsible production will

allow generate added value and new opportunities such as product expansion and be known in a

different way.
 6

Taking into account that the target market has proven to be receptive in the acquisition

and acceptance of new products. According to Nielsen's study, the power of multicultural

consumers transforms American society mentions: "Consumers are drawn to brands, products

and activities that reinforce their cultural roots. And these behaviors are also affecting the buying

behavior of non-multicultural consumers". (Nielsen, 2015)

For this reason, we have developed a business plan that has been motivated from the

practical point of view so that our Ecuadorian brothers residing in New Jersey feel closer to

home and can consume this product, feeling like a means of contribution To the economy of the

country where for this reason the export of the product is focused to reach this market in which

there are potential customers from different countries of Latin America where through their

culture also consume this candy.

1.2. General Objective

Export candy of milk manjar to the New Jersey market where there are potential Latino

customers during the year 2017.

1.3. Specific Objective

 To analyze the demand that would exist in the state of New Jersey for the

consumption of this product produced in Ecuador.

 To analyze the production the candy of milk manjar.

 To determine the most accepted presentation for the commercialization of product.

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6. Referential Framework

6.1. Theoretical Basis

The daily consumption of milk powder, condensed milk, butter and milk of manjar added

only 0.79 kilos per person per year last year. The explanation is that they are products of

occasional purchase and for specific dishes like cakes, desserts, etc., these products are exported

daily to different countries of the American continent. The sweet of manjar is very quoted

nationally and internationally. (Ramírez, 2016)

6.1.1. History of the sweet of manjar.

Homemade candies of manjar has as main ingredient the sweet of manjar this is milk

manjar de leche, is also known as manjar, manjar blanco, arequipe or cajeta, a traditional Latin

American sweet and corresponds to a caramelized variant of milk. Its consumption extends by all

the Latin American countries and those places with extensive colonies of these nationalities. this

product receives different names depending on the country in which it is consumed, presenting

some varieties industrial and craft. It is widely used in pastries, bakery, and ice cream shop.

There are several stories regarding the origin of milk manjar. However, it is difficult to

establish what is true since many of the countries where it is produced are attributed to its

invention. In Brazil is the first report Production script for milk manjar. (Gerais, 2011)

The anecdote of Roses is a mystification Derived from another happened 12 years earlier

in Chile. It indicates that the Product to the Rio de la Plata and Peru would have occurred after

the arrival From the Army of the Andes to Chile in 1817 and that the main Promotion of the
 8

product was precisely the Argentine liberator José de San Martín, who instead of the grout was

offered –manjar to sweet in his mate. San Martín, a renowned sybarite, liked of milk manjar in

such a way that he decided to take several jars in the liberating expedition of Peru. (Ducrot,

1998)

Chile has never claimed paternity about the product, but there are records of its

consumption since colonial times, The Argentine architect Patricio Boyle, during the First

Seminar of Agroindustrial Heritage of Mendoza, in 2008, he realizes that in 1620, the Colegio de

Mendoza reported in his book expenses the importation of several jars of Chilean milk manjar:

In the seventeenth century, several jars of manjar, the famous Chilean origin and that travel

through the mountain range to the school of Mendoza. (Boyle, 2015)

There are writings of the elaboration of milk manjar in Cuba dating from 1603 where it is

claimed to be a homemade dessert made in Havana as Present to the sailors when arriving at

port. On the other hand, Rodolfo Terragno assures that milk manjar is found in diverse cultures

ancient. For example, in Ayurveda Recommended to avoid diseases. To date, no country has the

appellation of origin. (Terragno, 2016)

6.1.2. Caracteristics.

It is made with milk, sugar and vanilla essence. Usually one pinch of sodium bicarbonate

as a colorant. Although the original sweet is made with cow's milk, can also be made with goat's

milk (although it is not a usual variety). In fact, each variant of the name represents a variant in

its elaboration. The Colombian arequipe is made with milk from cow and sugar with the addition

of sodium bicarbonate, boiled until caramelized the sugar and evaporate the milk, remaining like

a soft caramel brown.

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6.1.3. Types and varieties of sweet of manjar.

In the ríoplatense market (argentina and uruguay) different types and Varieties of milk

manjar:

 Familiar, traditional or classic: its main characteristic is brilliance and its creamy

consistency. Its use is very varied, going from the accompanied (greased) on slices of

bread alone or with lard until cakes, ice creams, puff pastry filled with sweet milk,

candies (traditionally very sticky) and other desserts.

 Pastry or confectionery: it is more concentrated, opaque and with cut. It can carry

vegetable substances that increase its consistency. Is used mainly in cakes and cakes.

 For ice cream: it is of industrial use, it looks similar to the familiar one, but with more

color, brightness and taste.

 Other varieties of milk manjar include dietary milk manjar and mixed (combined with

other elements)

More consumed of milk manjar management in Ecuador.

There are a large number of dairy producers at the national level using from home

instruments to the most advanced technology. This is how the delicacy Varies in flavor, texture,

price and presentation.

However, the best known and most popular brands in the local market are the from

Argentina, Colombia, Chile, Ecuador and Peru.

6.1.4. Industry Analysis.

The analysis of the 5 forces of porter is a tool that facilitates the determination of the

intensity of competition and rivalry in an industry, and therefore, highlights the interest in this

industry in relation to opportunities for investment and profitability. Becoming aware of the five
 10

forces helps the company to understand the environment of the sector in which it competes and

have a posture more profitable and less vulnerable to attack. (Secretaría Nacional de

Planificación y Desarrollo, 2012)

The ISIC of the industry is C1050.09.01 Elaboration of other dairy products: milk

manjar. (SRI, 2017)

6.1.4.1. Power of Negotiation of Clients.

The bargaining power of customers is a large threat. Being a product to be exported, our

customers in this case are our distributors: Family Foods Distributors y La Fe Distributors in

United States, which are engaged in the purchase of ethnic products from different Latin

American countries to distribute them in several states among which found new jersey, which is

an advantage because the company will arrive directly to the market segment chosen. However it

is a threat high because only two suppliers, the conditions of purchase customers. In this case,

the company depends on the conditions that they propose to be able to sell the product and runs

the risk that any of them stop buying the product.

6.1.4.2. Rivalry between companies

Rivalry between companies is a high threat. The industry in which it is going to

participate is a fragmented industry because there are several businesses. New Jersey has forms

of business in which companies Reach Latino consumers through stores and offer imported

products and being a developed among which are Ujarras from Costa Rica, Facundo from

Ecuador, Snob from Ecuador, Alpina from Colombia, which offer different products and would

have enough potential to enter with an equal product.

Also in New Jersey, there are fairs like the big trade show "World Of the Latin cusine

"which aims to bring together a number of manufacturers of food, suppliers, importers from
 11

Caribbean and Latin American countries buyers, marketers, distributors, among others, who have

the opportunity to present their products to interested distributors within the State of New Jersey.

This means that there are many opportunities for new companies that want to enter the market

with the same or similar to homemade candies of manjar.

6.1.4.3. Threat of New Companies.

The threat of incoming competition in this industry is average. Within the Main barriers

that can be found at the time of entry to the United States market, are Food and Drug

Administration (FDA) because the country seeks to protect the economy and Safety of the

country to safeguard the health and well-being of the consumer and / or To preserve animal or

plant life. For the nationalization of these The requirements of the national regulatory authority

Public protection, which is managed by the National Drugs and Food - Food and Drug

Administration (FDA).

With regard to access to distribution channels, the different products that focus on

meeting the needs of the Latin New Jersey are distributed through companies such as Family

Foods Distributors and La Fe Distributors whose aim is to reach consumers with products

imported from different places in Latin America in supermarkets and stores where Latino

consumers shop. Because the market focuses heavily on the purchase of products by the taste of

the product will be the motivator for the customer to prefer the product before the competition.

6.1.4.4. Bargaining power of suppliers.

The bargaining power of suppliers is a high threat. At market in New Jersey, there are a

variety of suppliers for the Delicacy, jams and sweets. These providers Ecuadorian market as

Facundo and Snob but also come from the Markets of the different countries of Latin America,
 12

as well as our Neighboring Colombia, has companies such as Alpina and food Copelia or as is

the case of Costa Rica with the company Ujarras.

The characteristic main of these suppliers unlike the company of homemade candy of

manjar is that they are suppliers that are market-based and have with a very varied product

portfolio as well as the resources Necessary to invest and be able to supply the distributors with

their products. Not being the sole supplier of this distributor industry Family Foods Distributors

and La Fe Distributors, who work together with different supermarkets and stores such as bravo,

food bazaar supermarket, Stop & Stop, western beef, compare foods, path mark and associated,

the distributors will have the advantage of placing the conditions of payment, inventory and

distribution. For this reason, new markets that can meet the needs of new consumers potential, as

well as diversifying the portfolio of products that will allow provide the market with new

products for a segment other than the one to be attend today.

6.1.4.5. Substitute products.

Substitute products are a high threat. Target market counts with different products that

cover the same need as the product proposed. In the same way there are many substitute products

like sighs, alfajores among other products that are direct substitutes. These products are to the

liking of the Latin consumer and in the event that there is no availability of homemade caramel

consumer could easily choose a different option.

On the other hand are products that are indirect substitutes like candies, Chocolates,

biscuits, between others sweet. The companies Distributors of these substitutes have many years

of experience and scale production reason why their products are always available on hangers by

offering a wide variety of goods that can meet the same needs as the product being offering.
 13

There is a segment of sweets that are not common but are nevertheless of great

sentimental value, especially for Ecuadorean consumers, milk manjar and cocadas. These sweets

do not Are known by all consumers, however as commented in the interview with the market

expert in the United States, people tend to buy these sweets because they prefer unusual flavors

and Are difficult to find in supermarkets because their availability is scarce and seasonally,

however they are still substitutes of homemade candies of manjar.

6.2. Conceptual Framework

Export

It is the commercial activity that consists of selling products and services to another

country. Likewise, exports can be designated as the set of goods that are exported.

Direct export

It is this strategy in which the company itself is in charge of the export process, being

able to control the marketing process at the same time, as well as gain knowledge about

international markets, using sellers, commercial agents, distribution companies or commercial

subsidiaries.

Indirect Export

This is done through intermediaries that support the export process. The exporting

company, in this sense, depends on the contracting of the services of purchasing agents in the

country of destination, as well as trading companies, which are responsible for the entire

marketing process in the market to which the company is targeting .

International Certificates
 14

Certifications are the system established to identify a product with certain specific

characteristics. There are countless governmental, international and business agencies (some

clearly transnational) dedicated to certify that the practices and production processes conform to

the particular standards of each of them: quality, origin, fair trade, sustainability, organic,

friendly with birds, biodynamic, relationship, etc.

Pro Ecuador

It is the Institute for the Promotion of Exports and Investments, part of the Ministry of

Foreign Trade, responsible for implementing the country's export promotion and investment

policies and regulations, in order to promote the supply of traditional and non-traditional

products, markets and The actors of Ecuador, favoring the strategic insertion in the international

trade.

Customs tariff

They are the tariffs that tax the goods in the import, the export and the transit, as well as

the fiscal taxes, the complementary dispositions and the corresponding indices. Taxes on

products acquired importance from the sixteenth and seventeenth centuries following the

mercantilist doctrine, later in the nineteenth century began a policy of tariff agreements between

some countries. Many countries now belong to customs associations and unions, which has led to

the gradual reduction of tariffs (GATT, EEC, EFTA ...).

Ecuadorian Accreditation Organism - OAE

The Ecuadorian Accreditation Agency (OAE) is the official accreditation organism. It is

a technical entity of public law, with legal personality, administrative, economic, financial and

operative autonomy, non-profit, based in Quito and national competence. It is governed by

recognized international guidelines and practices.

 15

HACCP (Hazard Analysis Critical Control Points)

The HACCP system is an internationally accepted and recognized method that helps

organizations systematically identify, evaluate and control all hazards that may affect food safety

and hygiene.

Non-tariff barriers

It refers to government regulations that obstruct the free admission of goods to a

particular country, placing requirements on products or services such as: certain rules or certain

characteristics.

Sanitary barriers

They are those that propose to avoid the entrance into a country of those goods that can

damage the health of the population due to the possible content of harmful elements of physical,

chemical or biological type.

Technical Barriers

It refers to the requirements that a given product must meet in terms of its general

structure and components so that it can enter a given market.

Ecuapass

It is the new customs system of the country, which will allow all Foreign Trade Operators

to carry out their customs operations of import and export.

Incoterms

It is the rules on the use of national and international terms of the International Chamber

of Commerce, which facilitate the process of global negotiations, define obligations and rights of

the buyer and seller, describe the tasks, costs and risks involved in the delivery of From the

selling company to the buyer, provided that the Incoterm is established in the sales contract.
 16

International Treaty

It is a written agreement between certain subjects of international law and governed by it,

which may consist of one or more related legal instruments, and regardless of its denomination.

6.2.1. Value Chain

The marketing channel is the set of independent organizations that participate in the

process of putting a product or service at the disposal of the final consumer or an industrial user.

The product will be distributed to specific distributors available in the geographical area

of the state of New Jersey. Choosing and managing marketing channels has a high impact on

several areas of results.

We plan to work with Family Foods Distributors and La Fe Distributors, who will be

responsible for distributing to supermarkets and grocery stores located in different sectors of the

state of New Jersey among which we have:

 Associated

 Western Beef

 Compare Foods

 Path mark

 Stop & Shop

 Food Bazaar Supermarket

 Bravo

In total it is proposed to work with locals who are positioned in the market and who are

specialized in selling various food products mainly.

 17

The supermarkets and stores mentioned are those that are directly related to the end customer

and have direct access to the target market because they are located in strategic locations in

different sectors of the state of New Jersey.

6.3. Contextual Framework

The state of New Jersey is one of the richest and most USA, and its government, through

its portal of state of new jersey business portal details activities that seek to stimulate trade and

provides a business portal where you can find licenses and permits that are needed to establish a

business in this status. This will allow the company to keep informed of the regulations and new

opportunities for the Candies of manjar.

The Latin market in the state of new jersey represents 19.7% of the total population,

which represents an opportunity for the candy of the manjar and the buying behavior of latinos in

the United States is based on their traditions and attitudes which represent opportunities for

multicultural market. Consumers are drawn to brands, products and activities that reinforce their

cultural roots.

Due to the importance of the use of technology worldwide and according to the statistics

presented, which mentions that the united states is a world leader in science, technology and

industry and Ecuador is one of the countries that grew the most in internet access in the last three

years, are factors that demonstrate that the company invest in technology to product innovation

and in turn must enter into marketing type that will allow you to reach potential customers

through a tool as important as the internet.

6.3.1. Interviews with experts.

Conducted three interviews with expert, these interviews were structured so that experts

could detail the maximum information that allowed discovering the opinion and information
 18

based on their experiences on the different topics such as: foreign trade, innovation and renewal

of products and purchase and distribution in the United States. The interviews were conducted

with the objective of finding an approach to the field in which the distribution of products is

developed in the state of New Jersey and obtain real market information that allows visualizing

opportunities and possible obstacles that may arise.

6.3.2. Results and Conclusions to experts.

Conclusion interview Xavier Aguirre head of inter-markets at Nestlé Ecuador S.A

 Executing an export involves tariff issues and for Tariffs once the product is ready to

export, it is important to verify the restrictions that may exist at the time of making an

export.

 In the USA, consumer products such as Homemade Candy of Manjar are regulated by

the FDA, is the sanitary authority that controls the safety of foodstuffs.

 It is important to rely on the FDA's standards for products for human consumption

because there are generally restrictions on certain components that may have the

products.

 Currently with Ecuador, the US does not have an FTA, although there is a tariff

preference treaty that the American government gives Ecuador, it is necessary to look

very carefully at the tariff heading that will be used for the product to obtain the best

tariff benefits.

 Depending on the form of export, via Air, Land or Sea, and depending on the

negotiation with the customer in USA, the export route and the INCOTERM must be

defined which is to be applied.

 19

 It is always important to investigate the country of destination, conditions, agreements

that may exist so that the export can be executed without any problem.

Conclusion interview Daniel Machado, Purchasing Manager at Nestlé Ecuador S.A.

 Once you have the formulation of the product, the second step that must be followed

to cover everything related to the development and supply of the product, is the

creation of suppliers, it is important to understand that to guarantee the quality of

products, depends a lot Of the supply chain to be managed.

 You must have certified suppliers, both for materials raw materials such as packaging

materials either locally or imported.

 Contingency plans must be in place to maintain business continuity, so that once the

business starts to grow, it will have alternate suppliers for sustainability over time and

in case of external events have a reaction time and not be left out of stock raw

materials or packaging materials.

 Benchmarking, internet research, an analysis of the market hangers to understand that

exist in the segment.

 At the national level, which covers packaging and plastics, there are about 12 suppliers

who specialize in PET.

 Always when contacting a supplier you should look for material specifications so that

the chosen containers ensure the quality of the product content.

Conclusion interview María José Flores. Procurement Manager of Family Food

Distributors, Inc.

 The target market is structured by grocery stores and supermarkets, which are

distributed in the tri state area: New Jersey, New York and Connecticut where Latinos
 20

from different countries like Puerto Rico, Cuba, Ecuador, Peru, Costa Rica, El

Salvador, Honduras, among others. And in turn there is a new migration of Venezuela

due to the crisis that is going through the country.

 In the Tri-state area, the Latino consumer buys every two weeks, where the first and

second week is where the consumer buys more while the third and fourth consumers

devote themselves to saving to pay rent to departments.

 The purchasing power of migrants and specifically Ecuador is intermediate; however

the Latin stands out because he does not want to buy food.

 The Ecuadorian market is specifically of the type of consumer who buys by longing

like for example products such as tapioca or white noodles are sold, achiote in grain

 Stores do not buy big promotions so prefer the product in such a way that it can be

perched directly and this way not having to pay warehouses because the cost is very

high.

 Seasonality must be taken into account, since this generates differences in

consumption such as in the autumn sells many cookies unlike the summer that sells

more drinks, likewise there are festive dates which give way to the consumption of

certain specific.

6.4. Legal Framework

The project is merely commercial and export; It is important to know the Laws,

regulations and related entities that regulate foreign trade with the country to export, so that the

product has the certifications requested by the country as these are necessary to follow the

appropriate rules and to meet the objectives with Each of them, putting into practice the

execution of these.
 21

Ecuador's trade agreement with the United States is the Generalized System of

Preferences - GSP. The GSP of the United States was authorized under Title V of the Trade Act

of 1974 and is subject to renewal by Congress. The program was recently extended until July 31,

2013 and has not been renewed. The GSP program provides duty-free and quota-free access to

approximately 3,500 products from 127 developing countries and 1,500 additional products from

44 least developed countries.

Beneficiary countries in the Americas (as of July 2013): Belize, Bolivia, Brazil,

Dominica, Ecuador, Grenada, Guyana, Haiti, Jamaica, Paraguay, Saint Kitts and Nevis, Saint

Lucia, Saint Vincent and the Grenadines. (Ministerio de Comercio Exterior, 2017)

Pro Ecuador shows us access requirements to the United States market such as:

6.4.1. Required documentation.

 Commercial Invoice

The commercial invoice13, sales note or receipt must contain sufficient information so

that the USCBP official can determine if the goods subject to importation are admissible and if

so, proceed to the correct classification in the Harmonized Tariff System of the United States and

determine the tariff that should be canceled.

A commercial invoice should contain the following:

1. The port of entry to which the merchandise is being destined.

2. If the merchandise is sold or agreed to be sold, time, place and names of both the

buyer and seller. If the merchandise was consigned, the time and origin of the

shipment and the names of both the remitter and the receiver must be established.
 22

3. Detailed description of the merchandise, including the name with which each item is

known, grade of quality and numbers of the packages in which the merchandise was

packed.

4. Quantities, weights and measures of the goods.

5. If your sale is sold or agreed upon, the purchase price of each item.

6. If the goods are sent for consignment, the value of each item must be in the currency

in which the transactions are made generally or in the absence of such value, the price

must be in the manufacturer's currency, seller, carrier, owner or the person who was

willing to receive the merchandise.

7. The currency type.

8. All charges on merchandise, organized by name and amount, including freight,

insurance, commissions, boxes, containers, coatings and packaging costs; If not

included the above, all expenses, costs incurred when bringing the merchandise to the

US port.

9. Indicate in detail all the reimbursements, disadvantages and generosity allowed for the

export of the merchandise.

10. The country of origin

11. All goods or services provided for the production of the merchandise not included in

the price of the invoice.

6.4.2. Specific requirements.

1. Separate the invoices required for each shipment. No more than one shipment from the

same consignor to the same consignee by a commercial carrier shall be included on

the same invoice.

 23

2. Assembled shipments. The goods assembled to be sent to a specific recipient through

the same commercial carrier can be generated on a single commercial invoice. The

original invoices or invoices covering the merchandise, or extracts from them, must

include the current price paid or agreed to be paid, and must be attached to the

commercial invoice.

3. Deadline for shipments. Payments of a shipment covered by a single order or contract

and sent from a consignee to the same consignee may be included in a single invoice if

the payments arrive at the port of entry by any means of transport within a term no

greater than 10 consecutive days.

The invoice must be prepared in the same way as the invoices that cover individual

shipments and should include any additional information that may be necessary for the

particular class of goods traded. If it is practical to do so, the invoice must show the

amounts, values and other data of each payment, as well as the identification of the

means of transport in which the import was made.

4. Production "Assistant". The invoice must indicate whether the production of the goods

involved "assistance" costs (eg, dies, molds, tools, printing plates, works of art,

engineering work, design and development, financial assistance, etc.) Are included in

the price of the invoice. If these expenses were present, indicate their value, if known

and by whom it was supplied. Rental regime, or were they billed separately? In the

latter case, attach a copy of the invoice.

CBP provided the required information on the cost of production of goods for customs

valuation, the importer shall be notified by the port director. Therefore, invoices covering
 24

shipments of such products must contain a statement on the cost of production by the

manufacturer or producer.

Additional information required. Certain types of special information may be required on

certain products or classes of products, in addition to the information normally required on the

commercial invoice. Although the US importer generally advises the exporter of these special

situations, it is important to take into account section 141.89 of the CBP Regulation, which

covers the requirements for these goods.

Suggestions to the exporter to speed up the customs clearance process.

1. Include all required information on customs invoices.

2. Prepare your invoices carefully. Write clearly. Leave enough space between the lines.

Keep the data within each column.

3. Make sure your bills contain the information that will appear on a well-prepared

packing list.

4. Indicate brand and number of each package so that it can be identified with the

corresponding marks and numbers that appear on your invoice.

5. Show a detailed description on the invoice of each item of merchandise contained in

each individual container.

6. Mark your products legibly and visibly with the country of origin unless they are

specifically exempt from the country of origin mark requirements and any other mark

as required by the United States marking laws.

7. Comply with the provisions of the special laws of the United States that may apply to

your products, such as laws relating to foodstuffs, medicines, cosmetics, alcoholic

beverages, radioactive materials, and others.

 25

8. Observe the instructions closely regarding billing, packaging, marking, labeling, etc.,

sent by your customer in the United States. He or she has probably performed a

careful inspection of the requirements that must be met when the merchandise arrives.

9. Work with CBP to develop packaging standards for your merchandise.

10. Establish safety procedures at your sound facility and while transporting your goods

for shipping. Do not give narcotics smugglers a chance to introduce narcotics to your

shipment.

11. Consider sending a participating company to the Automated Manifest System (AMS).

12. If an authorized customs agent is used for the transaction, consider using a company

that participates in the Automated Broker Interface (ABI).

6.4.3. Regulatory entities and products that control.

Depending on the product line, it will require special permits or certifications from a

regulatory entity and customs will be responsible for informing you. There are examples in the

attached list

Of the US entities that regulate the different products to enter the country, for the export

of our product, the certification for this product is:

Food and Drug Administration (FDA): cosmetics of all kinds, medicines without

prescriptions, pills, homeopathic products, naturists, etc., drugs for drugs and derivatives and

their raw material, milk, cream, cream, cheese and cheese products This case also have to go

through a USDA inspection), food of all kinds, canned, packaged, packaged.

 26

7. Applied Methodology

7.1. Kind of investigation

For this project of analysis will be used the type of descriptive research which serves to

obtain an overview of the subject, where by means of this we can get to know the situations,

customs and attitudes prevailing through the exact description of the activities, objects, processes

and people where our product will arrive.

7.2. Method

The methodology that was applied to elaborate this study is through a descriptive analysis

of the processes of production, incentive of the exports, commercialization of the product in

Ecuador to be introduced in the market of New Jersey.

The exploratory and descriptive studies seek to specify the important properties of

people, groups, communities or any other phenomenon that is submitted to analysis. In the

exploratory study, an economic analysis was carried out to determine the acceptance of our

product in the destination market.

The project also presents the economic and financial aspects where the financing is

detailed; state of projected cash flow, break-even point, Van and Tir in which it will be possible

to verify if the project is profitable.

7.3. Instrument

Through the macroeconomic study we conclude that the state of New Jersey is one of the

richest and most advanced in the US, it is an important destination for foreign immigrants to the

United States. There is a large Hispanic population, as well as many Chinese and Haitians. Its
 27

GDP is $ 581,222 million, making it the 8th largest economy in the United States by volume of

GDP.

In New Jersey, GDP per capita in 2016 was $ 64,970, compared to $ 57,436 per capita GDP in

the United States. This is why it occupies the 8th place in the per capita GDP of the United

States, which means that its population has a good standard of living compared to the rest of the

Americans. (Datosmacro.com, 2016)

8. Proposal of the Project

8.1. Marketing plan

8.1.1. Structure of the sector.

New Jersey. (In Spanish New Jersey) It is one of the 50 states of the United States,

located in the Mid-Atlantic and Northeastern regions of the country. It limits to the north with

New York, the east with the Atlantic Ocean, the southwest with Delaware and the west with

Pennsylvania. (EcuRed, 2015)

Currently according to the United States Census page, the estimated population of the

state of New Jersey as of July 1, 2016 was 8,944,469 inhabitants, of which 20.0% are Latinos. Of

these 51.2% are of Female sex and the remaining percentage corresponds to the masculine sex.

(United States Census Bureau, 2016)

New Jersey has an area of 22,591 km2 and a population density of 461.6 hab / km²,

making it the most densely populated state in the United States. It has an urban population of

8,324,126 inhabitants (94.7%) and a rural population of 467,768 inhabitants (5.3%). 9 The racial

distribution of the state is composed of:

 68.6% white

 13.7% African American or Black

 28

 0.3% Native American

 8.3% Asian

 6.4% from other races

 2.7% of two or more races.

As for the language, of the population over 5 years old, 71.31% speak English, being the

most spoken language in New Jersey, while 14.59% speak Spanish, 1.06% Italian, 1.06%

Portuguese and 0.96% Tagalog. (Wikipedia, 2017)

8.1.2. Competitive forces.

8.1.2.1. Power of Negotiation of Clients.

The bargaining power of customers is a large threat. Being a product to be exported, our

customers in this case are our distributors: Family Foods Distributors y La Fe Distributors in

United States, which are engaged in the purchase of ethnic products from different Latin

American countries to distribute them in several states among which found new jersey, which is

an advantage because the company will arrive directly to the market segment chosen. However it

is a threat high because only two suppliers, the conditions of purchase customers. In this case,

the company depends on the conditions that they propose to be able to sell the product and runs

the risk that any of them stop buying the product.

8.1.2.2. Rivalry between companies.

Rivalry between companies is a high threat. The industry in which it is going to

participate is a fragmented industry because there are several businesses. New Jersey has forms

of business in which companies Reach Latino consumers through stores and offer imported

products and being a developed among which are Ujarras from Costa Rica, Facundo from
 29

Ecuador, Snob from Ecuador, Alpina from Colombia, which offer different products and would

have enough potential to enter with an equal product.

Also in New Jersey, there are fairs like the big trade show "World Of the Latin cusine

"which aims to bring together a number of manufacturers of food, suppliers, importers from

Caribbean and Latin American countries buyers, marketers, distributors, among others, who have

the opportunity to present their products to interested distributors within the State of New Jersey.

This means that there are many opportunities for new companies that want to enter the market

with the same or similar to homemade candies of manjar.

8.1.2.3. Threat of New Companies.

The threat of incoming competition in this industry is average. Within the Main barriers

that can be found at the time of entry to the United States market, are Food and Drug

Administration (FDA) because the country seeks to protect the economy and Safety of the

country to safeguard the health and well-being of the consumer and / or To preserve animal or

plant life. For the nationalization of these The requirements of the national regulatory authority

Public protection, which is managed by the National Drugs and Food - Food and Drug

Administration (FDA).

With regard to access to distribution channels, the different products that focus on

meeting the needs of the Latin New Jersey are distributed through companies such as Family

Foods Distributors and La Fe Distributors whose aim is to reach consumers with products

imported from different places in Latin America in supermarkets and stores where Latino

consumers shop. Because the market focuses heavily on the purchase of products by the taste of

the product will be the motivator for the customer to prefer the product before the competition.
 30

8.1.2.4. Bargaining power of suppliers.

The bargaining power of suppliers is a high threat. At market in New Jersey, there are a

variety of suppliers for the Delicacy, jams and sweets. These providers Ecuadorian market as

Facundo and Snob but also come from the Markets of the different countries of Latin America,

as well as our Neighboring Colombia, has companies such as Alpina and food Copelia or as is

the case of Costa Rica with the company Ujarras.

The characteristic main of these suppliers unlike the company of homemade candy of

manjar is that they are suppliers that are market-based and have with a very varied product

portfolio as well as the resources Necessary to invest and be able to supply the distributors with

their products. Not being the sole supplier of this distributor industry Family Foods Distributors

and La Fe Distributors, who work together with different supermarkets and stores such as bravo,

food bazaar supermarket, Stop & Stop, western beef, compare foods, path mark and associated,

the distributors will have the advantage of placing the conditions of payment, inventory and

distribution. For this reason, new markets that can meet the needs of new consumers potential, as

well as diversifying the portfolio of products that will allow provide the market with new

products for a segment other than the one to be attend today.

8.1.2.5. Substitute products.

Substitute products are a high threat. Target market counts with different products that

cover the same need as the product proposed. In the same way there are many substitute products

like sighs, alfajores among other products that are direct substitutes. These products are to the

liking of the Latin consumer and in the event that there is no availability of homemade caramel

consumer could easily choose a different option.

 31

On the other hand are products that are indirect substitutes like candies, Chocolates,

biscuits, between others sweet. The companies Distributors of these substitutes have many years

of experience and scale production reason why their products are always available on hangers by

offering a wide variety of goods that can meet the same needs as the product being offering.

There is a segment of sweets that are not common but are nevertheless of great

sentimental value, especially for Ecuadorean consumers, milk manjar and cocadas. These sweets

do not Are known by all consumers, however as commented in the interview with the market

expert in the United States, people tend to buy these sweets because they prefer unusual flavors

and Are difficult to find in supermarkets because their availability is scarce and seasonally,

however they are still substitutes of homemade candies of manjar.

8.1.3. Competitors' actions.

At present, in the world, there are several companies that have developed their marketing

strategies, however, in Ecuador there is hardly an initiative by companies that contribute to the

development of marketing and advertising directed to attract customers.

 Alpina from Ecuador

 Nestle from Ecuador

 Nutri from Ecuador

 Gonzalez from Ecuador

It is important to note that the companies mentioned above operate in Ecuador and these

in turn introduce their ideas into the market. In concrete form, it is known that in Ecuador there is

a precedent of action of the following companies:

Alpina: has a varied catalog of food products, especially dairy products and beverages.

The representative products of Alpina Ecuador are dairy products and desserts such as gelatin,
 32

Alpinette and dulce de leche or arequipe, are of excellent quality and conform to special regimes.

In addition, Alpina received the international certification that allows it to export from Ecuador.

Nestle: is a company that is dedicated to the transformation of food resources and offers

a wide variety of products including dairy products and also dulce de leche, its products have

added value and are innovative, so Nestlé executives point out That Ecuador can become a

power in production and export of chocolate. At the moment, the company exports its products

to Mexico, Chile, Peru, Switzerland and Spain.

Nutri de Lacteos San Antonio: it is dedicated to the elaboration of healthy, natural and

functional foods for all its consumers through the development of healthy alternatives offering a

range of products also has certification to export milk powder to Cuba and Peru.

Gonzalez: company that offers quality dairy products, through a rigorous system of

control and technology has also consolidated as one of the best in its line, currently offers its

products to recognized commercial channels of the country in addition is penetrated in the

international market.

8.1.4. Impellers of change.

The direct impellers of change in our product is any factor of natural or human origin that

directly generates changes in the processing and export process, therefore, affect the service flow

of the same.

The state of New Jersey, instead of the destination of our product, is one of the richest

and most advanced in the US, the State of New Jersey Business Portal details activities that seek

to encourage commerce to increase the competitiveness of the consumer goods industries of

United States and assesses the impact of national and international regulatory policies on

consumer goods industries. Also the tendency of companies is to be legally responsible with the
 33

environment for which the state of New Jersey provides a business portal where you can find

licenses and permits that are needed to establish a business in this state. (Christie, 2014)

This is why companies have changed and focused on developing products and packaging

that are environmentally friendly. At the global level, companies are encouraging me to know

about environmental care and recovery programs. It is important to mention that the United

States market in the United States is characterized by high migration rates, which is why it is

considered the most culturally and ethnically diverse country in the world.

Therefore, the condition of the climate and commerce of the state of New Jersey is high

reason why our product will be successful in the market because the main ethnic group is the

Hispanic one that represents the 20% of population where the consumers are attracted towards

Brands, products and activities that reinforce their cultural roots. (Nielsen, 2015)

8.1.5. Assessment of the attractiveness of the sector.

According to the information brochure presented by the National Secretariat for Planning

and Development, the Ecuadorian economy has been characterized by being a supplier of raw

materials in the international market and at the same time an importer of goods and services with

higher added value. The non-oil productive sector of Ecuador has a lot of relevance, the

enterprises that help the economic and labor development of the country, are well received and

supported by regulatory agencies. (Secretaria Nacional de Planificación y Desarrollo, 2012)

The food sector is an area of many opportunities and the export of Ecuadorian products

that can be made known in the foreign market is an opportunity to draw relevance from the

quality and diversity of products that our country has. Exports are an important part if we want to

boost the economy and in this case is an opportunity to export our product whose tariff heading

for the product is 1901902000.

 34

Within the detail of exports for the aforementioned tariff heading, it can be noted that

there is still no saturated market, which is an advantage for the company when entering the New

Jersey market. Appendix nº 1

In a globalized market such as the United States, there is a potential market called the

multicultural market that is willing to buy "ethnic" products. These products have meaning as

Latino consumers are drawn to brands, products and activities that reinforce their cultural roots.

These products come from different countries in Latin America to meet the needs of Hispanic

consumers living in the state of New Jersey.

When it comes to the buying habits of multicultural consumers, cultural identity and

social causes are very important to Hispanics. This type of consumer represents 38% of the US

population and knowing the cultural appeal that a brand represents to consumers is critical to

business, as multicultural populations vary widely, so businesses must have ethnic and

intercultural marketing.

8.2.Target market. Positioning

The buying behavior of Latinos in the United States is based on their traditions and

attitudes which represent multicultural market opportunities. Consumers are attracted to brands,

products and activities that reinforce their cultural roots.

An international strategy allows you to centralize product development functions at home

and establish manufacturing and marketing functions in each of the countries or geographic

regions important for business, on the other hand the product does not need a local adaptation

because it is focused to satisfy needs of a certain niche of people who buy products whose

presentations are equal to those of the countries of origin but not products that have formats

adapted to the United States market.

 35

To manufacture the product locally and exported to another country, the company can

build economies of scale from the volume of sales.

8.3.Marketing strategy

8.3.1. Pricing policies: Prices for introduction, operating, mechanisms to set the

selling price (costs, competition or market).

As a policy to establish the price, we will have a set of rules, criteria, guidelines and

actions that are established to regulate and set the amount of income from the sale of our product.

Our market offer is aimed at the general public whether it is children, young people, adults and

older adults, since the product we offer is 100% natural and healthy for all types of consumers.

At the time of establishing the price, we seek a maximum market participation, with

which we intend to obtain what every company seeks, which is profits from the sale of the

finished product.

Therefore, we will use a pricing policy that will govern the different circumstances of the

moment, not only considering the calculation system used, and will be combined with the profit

areas summarized below:

 Objectives of the company.

 Costs.

 Value of the product to the customers.

 Competition.

We have to take into account the most common price-fixing errors, which are:

excessively cost-oriented prices, prices that are not reviewed often enough and do not reflect

market changes; Prices that do not take into account the rest of the marketing mix, and prices that

do not vary enough for different products and market segments.

 36

GA will launch the product with an introductory price of $ 2 which will be within reach

of all socioeconomic levels that exist in the state of New Jersey.

Regarding the credit policies we will establish, they will be 30 days and 60 days,

depending on the customer and the purchase volumes that this makes; In the same way the

discount policy will be applied, which will be carried out through the reception of the product.

8.3.2. Sales and communication strategy: Image, logo, advertising.

8.3.2.1. Image.

Homemade candies manjar of milk marketed to the New Jersey market will be presented on

different colored tissue paper and its packaging will be made of plastic material where the logo

of the product can be seen on the top.

 37

8.3.2.2. Logo.

The logo should be simple to remember it easily, it should attract the attention of the

public and also give a strong impression of what the product tries to achieve, so the components

chosen were:

 The product symbol is the shape of a candy, so that the client can easily associate the

content of the candy.

 The colors we chose are appropriate to reach the public and get the customer's attention.

 The style of the words of the product name is curvilinear which allows the customer to

get the feeling that it is something tasty and fun.

8.3.2.3. Promotional Strategy.

The company opts for a promotional strategy of aspiration and concentrates its efforts of

communication in the end user in order to build a demand with potential clients of the target

segment. This strategy allows to generate customer loyalty to the product and allows the brand to
 38

be drawn through the distribution channel, forcing the intermediary to market the product to

meet consumer demand. The strategic objective is to neutralize the bargaining power of the

intermediary, which could block the market.

8.3.2.4. Advertising.

Initially, GA will develop BTL advertising and in a long-term ATL advertising. BTL,

Below the line advertising is a technique that allows you to have contact with people and reach

the specific market segment. This technique uses media such as direct mail, promotional events,

merchandising, point of sale activities among others. In this case the company will use BTL

activities such as:

 Point of sale ads

 Online advertising

Advertising is a tool that allows to reach many buyers in different geographic areas and

allows to repeat messages several times whose information obtains a great reach in a short time,

for this reason digital marketing strategy that the company will use is:

 Facebook guidelines that allow the consumer to know the brand.

 Create a fan page on Facebook so that users follow the brand and in turn use this medium

to perform different activities as recommendations for other people to buy homemade

candies of milk manjar.

These tools seek to obtain information about the customer, the times that frequent the

page, comments, recommendations they have about the product and personal information that

allows to have a database of customers who consume the brand.

The advertising ATL above the line uses conventional advertising media and its goal is to

reach a wider audience through mass media such as: radio, television, magazines, billboards, bus
 39

stops and buses. However, ATL advertising is often very expensive, which is why GA will invest

in this type of advertising when its revenue is significant.

8.3.2.5. Distribution strategy: Distribution channels, POS.

The company will conduct a selective distribution strategy because the product will be

distributed to specific distributors available in the geographical area of the state of New Jersey.

Choosing and managing distribution channels has a high impact on several results areas, which

according to Roger Best (Best, 2007) are:

 Revenue from sales: Choosing a channel that is within the reach of target customers is

paramount.

 Value to the customer: Presenting and offering the product in certain channels helps to

increase or decrease the value perceived by customers.

 Profitability: Choosing marketing channels effectively leads to a direct impact on the

profits and costs that go to the marketing area in the company.

Taking into account the important points that have been detailed above, it is proposed to

manage an indirect distribution channel strategy, ie to be working with Family Foods

Distributors and La Fe Distributors who will be the intermediary between the company and the

final customer.

Family Foods Supermarkets

Homemade Distributors
candies of Final client
milk manjar La Fe
Distributors Grocery stores

Figure 1 Distribution channels

 40

We plan to work with the following Family Foods Distributors and La Fe Distributors

intermediaries who will be in charge of distributing to supermarkets and grocery stores located in

different sectors of the state of New Jersey among which we have:

 Western Beef

 Compare Foods

 Path mark

 Stop & Shop

 Food Bazaar Supermarket

In total it is proposed to work with locals who are positioned in the market and who are

specialized in selling variety of products. The supermarkets and stores mentioned are those that

are directly related to the end customer and have direct access to the target market because they

are located in strategic locations in the different sectors of the state of New Jersey.

8.4.Plan Financiero

Mediante este estudio financiero la empresa GA podrá analizar la capacidad de nuestro

plan de negocios es sustentable, viable y rentable en el tiempo, es importante describir y explicar

los valores de inversión que se requieren, así como la elaboración de las diversas proyecciones

del Estado de Resultados y del Estado de Flujos de Caja, para que en base a estos resultados y

evaluación financiera.
 41

8.4.1. Explicación de la proyección.

Optimizar recursos y ahorrar dinero la empresa GA intenta otorgar el proceso de gastos,

honorarios a la contratación de la empresa externa REA, Ubicada en Guayaquil, otorgará y

apoyará a procesos administrativos y relacionados con la contabilidad el proceso con la finalidad

de acabar todos los objetivos y ser rentable.

8.4.2. Empaque.

Envase está hecho de plástico en el interior de ellas serán colocados las unidades de

caramelos de manjar caseros en este caso serán 20 unidades por envase. Cabe mencionar que

dichas cajas serán empacadas en cajas de cartón prensado que contendrá 50 cajas pequeñas.

8.4.3. Ubicación de la empresa.

Las gestiones se ubicarán en la ciudad de Guayaquil, en el sector de Urdesa Central este

será el principal proveedor del producto final de caramelos de manjar. Donde contará con

espacio suficiente y apropiado para su distribución y entrega.

8.4.4. Fuentes de ingreso.

Las cantidades que recibe la empresa por su venta de los caramelos de manjar reflejan los

siguientes ingresos obteniendo de los beneficios que simboliza el flujo de capital por lo cual

incrementa la liquidez de la empresa. Examinando las disposiciones a pagar del cliente final

según el estudio del mercado y verificando los precios de la competencia se ha determinado el

precio de venta al público por la caja de 20 unidades es de $ 2.00 exportación de la caja prensada

que contendrá 50 cajas pequeñas con un Costo de $100.

Puerto de salida: Guayaquil, Guayas, Ecuador

Puerto de llegada: Puerto de new jersey (Estados Unidos)

Costo de envió: 10.000.00 USD (mensual)

 42

Transporte maritimo: Icontainers

Tiempo de transporte: 15 días

Figure 2 Cotización del costo de envio a New Jersey

La empresa EXPORTADORA GA contratará a la empresa Incontainres para el transporte

del producto final desde el Puerto de Guayaquil hacia el Puerto de New Jersey, este tendrá un

costo de 10.000,00 USD mensual y tendrá un tiempo de transito de 15 días aproximadamente.

8.4.5. Estado de resultados proyectados.

Se ha considerado de crecimiento natural del negocio, considerando una tasa del

6% anual en ventas, considerando factores como la inflación, incremento de precios, etc.

No se ha considerado la exportación de nuevos negocios.

En lo referente a gastos, se tomó como base de partida los gastos estimados para el año 1

y del actual en adelante un incremento del 6%, considerando el índice de inflación.

Estado de resultados
2017 2018 2019
Ventas totales $ 252.000,00 $ 267.120,00 $ 283.147,20

Compra de producto $ 40.000,00 $ 42.400,00 $ 44.944,00

Recipiente y envoltura del producto $ 17.000,00 $ 18.020,00 $ 19.101,20
Transporte $ 120.000,00 $ 127.200,00 $ 134.832,00
Agua $ 1.500,00 $ 1.590,00 $ 1.685,40
Energía $ 3.000,00 $ 3.180,00 $ 3.370,80
Suministro de limpieza $ 1.000,00 $ 1.060,00 $ 1.123,60
 43

Mantenimiento $ 1.750,00 $ 1.855,00 $ 1.966,30

Total de costo de producción $ 184.250,00 $ 195.305,00 $ 207.023,30

Sueldos y Salarios $ 9.011,52 $ 9.552,21 $ 10.125,34

Beneficios sociales $ 2.703,46 $ 2.865,66 $ 3.037,60
Honorarios $ 7.200,00 $ 7.632,00 $ 8.089,92
Sueldo administrativos $ 9.600,00 $ 10.176,00 $ 10.786,56
Impuestos y contribuciones $ 11.430,00 $ 12.115,80 $ 12.842,75
Gastos financieros $ 15.270,00 $ 16.186,20 $ 17.157,37

Total de gastos $ 39.944,98 $ 42.341,67 $ 44.882,18

Total de costos y gastos $ 224.194,98 $ 237.646,67 $ 251.905,48

Utilidad $ 27.805,02 $ 29.473,33 $ 31.241,72

Figure 3 Estado de Resultados

8.4.6. Estado de flujos de efectivo proyectado.

Estado de Flujos de Caja refleja “los movimientos de caja ocurridos durante un período, y

los desembolsos que deben estar realizados para que los períodos del período siguiente puedan

ocurrir.

Su elaboración se parte de los ingresos y egresos de efectivo proyectados, la inversión

inicial del negocio, y los créditos que ayudarán a financiarlo si es que los hubiere.

Para un mayor entendimiento, en la siguiente tabla se muestra un resumen del Estado de

Flujos de Caja Proyectado para la implementación de la empresa, estos valores servirán

de gran ayuda para el cálculo de los indicadores de evaluación financiera (VAN – TIR), ya que

nos mostrarán el flujo libre de caja que genera el negocio en su operación:

 44

8.4.7. Valor Actual Neto (VAN).

Se denomina como VAN (Valor Actual Neto) a la “diferencia entre el valor presente de

los flujos de entrada de efectivo de un proyecto y el valor presente de sus flujos de salida de

efectivo.

Para el desarrollo del presente proyecto, se realizado los cálculos del VAN (Valor Actual

Neto) que se detallan a continuación tomando en cuenta cada uno de los flujos de caja libres con

una proyección para 3 años.

8.4.8. Tasa Interna de Retorno (TIR).

A la TIR (Tasa Interna de Rendimiento) se la conoce como aquella que “iguala al valor

presente de los flujos de entrada de efectivo de un proyecto con el valor presente de los flujos de

salida de efectivo como por ejemplo, fija al Valor Presente Neto como igual a cero.

Considerando los flujos de caja libres que generes el proyecto de inversión, el cálculo de

la TIR nos da como resultado un rendimiento del 16.63% después del tercer año de

funcionamiento.

Como es posible visualizar, la TIR (Tasa Interna de Rendimiento) es del 16.63%,

es mayor que la tasa de inversión ,entonces el rendimiento que obtendría

es conviene para realizar la inversión.

Presupuesto de cuentas por cobrar

2017 2018 2019
Ventas al contado 60% $ 151.200,00 $ 160.272,00 $ 169.888,32
Ventas a Crédito a 30 días 40% $ 100.800,00 $ 106.848,00 $ 113.258,88
Total de ventas $ 252.000,00 $ 267.120,00 $ 283.147,20
 45

Flujo de Caja Proyectado (Presupuesto de efectivo)

2017 2018 2019
Ingreso de efectivo
Cuenta por Cobrar $ 252.000,00 $ 267.120,00 $ 283.147,20
Prestamos $ 70.000,00
Total ingreso efectivo $ 322.000,00 $ 267.120,00 $ 283.147,20

Egreso de efectivo
Cuentas por Pagar $ 184.250,00 $ 195.305,00 $ 207.023,30
Gasto de Adm. Y de Ventas $ 12.371,38 $ 14.082,27 $ 15.895,83
Pago de Impuesto $ 11.430,00 $ 12.115,80 $ 12.842,75
Total egreso en efectivo $ 208.051,38 $ 221.503,07 $ 235.761,88

Flujo neto económico $ 113.948,62 $ 45.616,93 $ 47.385,32

Servicio de la deuda $ 16.143,60 $ 16.143,60 $ 16.143,60
Flujo neto financiero $ 97.805,02 $ 29.473,33 $ 31.241,72

Figure 4 Proyección de flujo de caja

Proyección Van y Tir a 3 años

5% 5%
Año 0 Año 1 Año 2 Año 3
Ventas $ 252.000,00 $ 264.600,00 $ 277.830,00
Costos $ 184.250,00 $ 195.305,00 $ 207.023,30
Utilidad bruta $ 67.750,00 $ 69.295,00 $ 70.806,70
Gastos $ 28.514,98 $ 30.225,87 $ 32.039,43
Depreciación
Utilidad antes de impuesto (UAII) $ 39.235,02 $ 39.069,13 $ 38.767,27
Impuesto 12% $ 11.430,00 $ 12.115,80 $ 12.842,75
Utilidad neta $ 27.805,02 $ 26.953,33 $ 25.924,52

UAII $ 39.235,02 $ 39.069,13 $ 38.767,27

(-) Impuesto $ 11.430,00 $ 12.115,80 $ 12.842,75
(+) Depreciación
Flujo de efe operaciones $ 27.805,02 $ 26.953,33 $ 25.924,52
+/- Inversión $ (70.000,00)

Flujo neto $ (70.000,00) $ 27.805,02 $ 26.953,33 $ 25.924,52

 46

$ 80.682,87
Vpn 7,00% $ 70.690,22 $ 70.690,22
Van $ 690,22
Tir 7,55%

Figure 5 Proyección Van y Tir

8.4.9. Recurso financiero.

El recurso para la inversión inicial será financiará a través de un préstamo al Banco

Pichincha, para la compra de Inventarios, y otros gastos adicionales, para el proyecto de

emprendimiento el monto del crédito será de $ 60.000,00 durante un plazo de 5 años y con una

tasa de interés del 11.23% anual de acuerdo a las tasas establecida por el Banco Pichincha.

Saldo Seguro Valor a

Figu Cuota Capital, Interes
re 6 Capital Desgravamen Pagar
Proy
ecció
n del
1 $ 721.033,19 $ 9.245,33 $ 6.607,83 $ 290,44 $ 16.143,60
prést 2 $ 542.380,15 $ 10.454,02 $ 5.450,04 $ 239,54 $ 16.143,60
amo
3 $ 408.214,90 $ 11.820,75 $ 4.140,85 $ 182,00 $ 16.143,60
4 $ 256.509,57 $ 13.366,11 $ 2.660,51 $ 116,98 $ 16.143,60
5 $ 84.970,72 $ 15.113,79 $ 986,66 $ 43,38 $ 16.143,83
TOTAL $ 60.000,00 $ 19.845,89 $ 872,34 $ 80.718,23
8.4.10. Punto de Equilibrio

El punto de equilibrio es aquel punto de operaciones en el que los ingresos son iguales a

los costó y gastos, es igual al Costo Total y no hay utilidad ni perdida. Nos ayuda a conocer las

unidades mínimas que la empresa produce de caramelos de manjar caseros, para no tener

pérdidas durante la operación, para conocer el número de unidades requeridas.

Punto de Equilibrio
Contenido Total
 47

$
Costo Variable 15.354,17
$
Costo Fijo 3.328,75
$
Costo Variable Unitario 73,12
$
P.V.P 100,00
$
Ventas Totales 21.000,00

(Costo /(Precio de Venta

PE=
Fijo) - C.V.U.)

$ 3.328,75
PE=
$ 26,88

PE= 124
Exportaciones Mensuales

Figure 7 Punto de Equilibrio

10. Conclusion

 The buying behavior of the market is based on their traditions and attitudes which

represent opportunities for the business proposed by homemade candies of manjar.

 Market consumers are attracted to brands, products and activities that reinforce their

cultural roots and their consumption habits are based on their cultural identity.
 48

 The US market is open to receive new products, and as there are trade shows that allow

the products to be known to new interested distributors, it is an advantage that will allow

the company to expand its sales within the US market and find new potential customers

who you can learn more about brand and that it symbolizes.

 Although there is very high competition in the market and there are products that are

direct and indirect substitutes, there is no product that is equal to what is going to be

offered in both product characteristics and flavor. A good reason is the homemade

candies of manjar will seek to conquer the market with a unique flavor that differentiates

consumers to prefer our products before the competition.

11. Bibliography

Amaluisa, K. (2012). PRO Ecuador. Obtenido de

http://www.proecuador.gob.ec/2012/05/23/eeuupanorama-de-los-productos-lacteos/

Best, R. (2007). Los canales de marketing y la elección de la estrategia de distribución. Madrid:

Pearson Education.
 49

Boyle, P. (2015). El tribuno. Obtenido de http://www.eltribuno.info/salta/nota/2015-10-16-0-0-

0-festejamos-nuestro-dulce-de-leche

Christie, G. C. (2014). State of New Jersey Business Portal. Obtenido de

http://www.nj.gov/njbusiness/licenses/

Datosmacro.com. (2016). Obtenido de http://www.datosmacro.com/paises/usa-estados/nueva-

jersey

Ducrot, V. E. (1998). Los sabores de la patria. Buenos Aires: Grupo Editorial Norma.

EcuRed. (2015). EcuRed. Obtenido de EcuRed: https://www.ecured.cu/New_Jersey

El Universo. (2012). Obtenido de http://www.eluniverso.com/2012/06/28/1/1356/ecuador-casi-

doblo-sus-exportaciones-productos-lacteos-desde-2008.html

Gerais, M. (2011). Tell Magazine. Obtenido de

http://www.tell.cl/magazine/4690/concepcion/agosto/2011/columnas/el-manjar.html

Ministerio de Comercio Exterior. (2017). Obtenido de

http://www.comercioexterior.gob.ec/acuerdos-comerciales-3/

Nielsen. (2015). The Nielsen Company (US). Obtenido de

http://www.nielsen.com/mx/es/insights/news/2015/los-consumidores-multiculturales-

transforman-la-sociedad-de-eu.html

Ramírez, S. (7 de Marzo de 2016). DIario El Comercio. Obtenido de

http://www.elcomercio.com/datos/ecuatoriano-consumio-litros-leche-data.html
 50

Secretaria Nacional de Planificación y Desarrollo. (2012). Obtenido de

http://www.planificacion.gob.ec/wp-

%20content/uploads/downloads/2013/01/matriz_productiva_WEBtodo.pdf

Secretaría Nacional de Planificación y Desarrollo. (2012). Obtenido de

http://www.planificacion.gob.ec/

SRI. (2017). Obtenido de

https://www.google.com.ec/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&u

act=8&ved=0ahUKEwjwkdDR59vUAhVRfiYKHaINBf8QFgghMAA&url=http%3A%2

F%2Fwww.sri.gob.ec%2FDocumentosAlfrescoPortlet%2Fdescargar%2Ff6fce8f9-0a4f-

4665-b8fb-44727d30f9a0%2FCIIU.xls&usg=AF

Terragno, R. (2016). Es academic. Obtenido de

http://www.esacademic.com/dic.nsf/eswiki/102517

United States Census Bureau. (2016). Obtenido de United States Census Bureau:

https://www.census.gov/quickfacts/fact/table/NJ,US/RHI125216

Wikipedia. (2017). Obtenido de https://es.wikipedia.org/wiki/Nueva_Jersey#Demograf.C3.ADa

12. Appendix
 51

Appendix nº 1

Figure 8 Exports of Ecuador to the United States under tariff heading 1901902000
 52

Appendix nº 2

Guayaquil, August14, 2017

GA

Guayaquil, Ecuador

Banco del Pichincha

Av. Francisco de Orellana and Justino Cornejo

Guayas - Ecuador

Of our consideration:

By this means, I am addressing you Banco del Pichincha with the purpose of requesting a Loan

in the amount of 60,000 dollars with a term of 60 months. The type of loan that we request are

commercial productive, To be able to carry out the business plan, giving the opportunity to

market our product.

Attached is a statement of account where the flow of my personal capital is established, as well

as a copy of my official ID and my last six payroll receipts.

Waiting for a response to this request.

Sincerely

Eng. Evelyn Chica V.

General Manager
 53

Appendix nº 3

Guayaquil, August 15, 2017

GA

Guayaquil, Ecuador

Dear Sir

We have been requested by the Banco del Pichincha to advise the subject of your irrevocable

credit number 2202696004 in your favor for the GA account for the value of $60.000 (sixty

thousand dollars) available for your drafts in us at 30 days of view with by the following

document:

Invoices signed in triplicate the certified goods conform to Order No. 3925/06 dated June 18,

between GA and the Banco del Pichincha. We are asked to add our confirmation to this credit

and hereby commit ourselves to pay you the nominal amount of your drafts drawn within your

terms, provided that such drafts bear the number and date of the credit and that the letter of credit

and all amendments thereto are attracted.

Dated August 15, 2017

pp

Banco del Pichincha

 54

Guayas-Ecuador