Propuesta de desarrollo de un nuevo producto para la línea de negocio Cafexporto de la empresa HALAPA CIA. LTDA

Abstract

This degree work has been developed on HALAPA CÍA. LTDA., which is a producer and exporter of specialty coffee. Through its new line of business, Cafexporto, it seeks to improve its portfolio of products and services and take advantage of growth opportunities in the international specialty coffee market. It is for this reason that the creation of a business model focused on the development of a new product for Cafexporto has been proposed. The methodology used has been a mixed approach, selecting and applying a Kotler & Stanton product development method, followed by the respective analysis of the macroeconomic and microeconomic environment and the current financial situation of the company. On the other hand, a market investigation has been carried out with the application of previously designed surveys, to a sample of the target segment in the United States. All the results of these studies have made it possible to define and build the business model that is based on the 9 blocks of the Canvas. This model proposal has been examined financially through projected statements and flows, obtaining as a result a positive NPV and an IRR greater than the discount rate, even with the application of a risk adjustment, which continued to demonstrate the viability of the project, as well as the benefits obtained for Cafexporto, its supplier partners and the general community of the specialty sector