Browsing by Author "Ramírez Jiménez, Santiago Fernan"

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    Plan de negocios para la producción y comercialización de un gas pimienta natural y ecológico para defensa personal en la ciudad de Latacunga
    (Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Administración de Empresas, 2026-08-17) Maigua Cango, Bryan Alexander; Ramírez Jiménez, Santiago Fernan
    This work develops a business plan for the production and marketing of BioDefens, a natural and ecological pepper spray made from organic pepper extract, organic alcohol, liquid glycerin, and distilled water, as an accessible and legal self-defense alternative to imported chemical sprays. The research was conducted through a mixed approach of a descriptive and purposeful type, applying a survey to 382 inhabitants of Latacunga City (317 valid responses) aged 25 to 54, whose results showed high acceptance of the product, with 96% of respondents willing to purchase it. The marketing analysis focused on brand positioning through the Canvas model and the 4P strategy, while the technical study established the production process, necessary resources, and installed capacity of 3,000 monthly units. The financial analysis, with the updated price of $4.50 per unit, demonstrates economic viability with a Net Present Value (NPV) of $2,059.20, an Internal Rate of Return (IRR) of 23.06% (significantly exceeding the Minimum Acceptable Rate of Return of 12%), a cost-benefit ratio of $1.02, and an investment recovery period of 3 years and 9 months. These indicators confirm that the project is profitable and sustainable in the medium term, generating a positive impact on citizen safety and local economic development through the use of natural, regionally sourced inputs.