ELABORATION OF A BUSINESS PLAN FOR ARCHITOKE BOTTOM (Cynara scolymus) IN SYRUP

Abstract

It was identified a market segment that values the artichoke, that is why the business plan was elaborated, which allowed us to evaluate the possibilities of success of the business idea. It was been determined the market segment in the socioeconomic layer A and B of the provinces of Lima and Callao which represents 7 551 370 inhabitants, in 2005, the qualified suitable market 1 056 587 inhabitants, which are found in the most representative districts: Santiago de Surco, Lima, San Borja, San Miguel, Miraflores, Pueblo Libre, Jesus Maria, La Molina, San Isidro, La Victoria and Lince.  The penetrated market will represent 10% with an unsatisfied demand of  8, 5 MT of the final product per year. The decision of mixing the marketing is the following: Product, bottom of artichoke in syrup in 250g flasks, price S/. 3,50 per flask, exclusive plaza  at supermarkets E. Wong and Santa Isabel, promotion with impellers or advancers.