Proyecto de Proyectos Stevia

8/17/2019 Proyecto de Proyectos Stevia

1/36

PREPARACIÓN Y EVALUACIÓN

DE PROYECTOS I

ÍNDICE

1. INTRODUCCIÓN----------------------------------------------------------------------------------------------- 2 -

1.1 ANTECEDENTES--------------------------------------------------------------------------------------- 2 -

1.1.1 DESCRIPCIÓN DE LA PLANTA: STEVIA REBAUDIANA--------------------------------------- 3 -

1.1.2 USOS Y BENEFICIOS --------------------------------------------------------------------------------- 4 -

1.1.3 ESTUDIOS REALIZADOS ----------------------------------------------------------------------------- 5 -

1.2 JUSTIFICACIÓN---------------------------------------------------------------------------------------------- 7 -

2. ANÁLISIS DEL SECTOR ------------------------------------------------------------------------------------- 8 -

2.1 ANÁLISIS DEL RUBRO------------------------------------------------------------------------------------- 8 -

2.2 CLASIFICACIÓN DE EDULCORANTES--------------------------------------------------------------- 9 -

2.5 ANÁLISIS DEL SECTOR EDULCORANTES SINTÉTICOS-------------------------------------- - 12 -

2.6 ANÁLISIS DEL SECTOR EDULCORANTES NATURALES--------------------------------------- 13 -

2.6.1 ANÁLISIS DEL SECTOR DE LA STEVIA---------------------------------------------------------- 14 -

2.3 CULTIVO DE LA STEVIA-------------------------------------------------------------------------------- 14 -3. DEFINICIÓN DE PROYECTO----------------------------------------------------------------------------- 16 -

3.1 CARACTERSTICAS DEL !RO"ECTO---------------------------------------------------------------- 16 -

3.2 ANÁLISIS DE LA SITUACIÓN SIN !RO"ECTO---------------------------------------------------- 16 -

3.3 ANÁLISIS DE LA SITUACIÓN CON !RO"ECTO--------------------------------------------------- 17 -

4. MARCO LÓGICO--------------------------------------------------------------------------------------------- 18 -

4.1 #ATRI$ DE INVOLUCRADOS-------------------------------------------------------------------------- 18 -

4.2 ÁRBOL DE !ROBLE#AS--------------------------------------------------------------------------------- 19 -4.3 ÁRBOL DE OBJETIVOS----------------------------------------------------------------------------------- 2% -

4.4 ANÁLISIS DE ALTERNATIVAS------------------------------------------------------------------------ - 2% -

4.5 #ATRI$ DE #ARCO LÓ&ICO-------------------------------------------------------------------------- 21 -

5. ESTUDIO DE MERCADO-------------------------------------------------------------------------------------23

1


2/36


DE PROYECTOS I

5.1 DESCRI!CIÓN DEL !RODUCTO--------------------------------------------------------------------------23

5.2 INVESTI&ACIÓN DE #ERCADO-------------------------------------------------------------------------23

5.3 ANÁLISIS DE LA OFERTA----------------------------------------------------------------------------------28

5.3 ANÁLISIS DE LA DE#ANDA------------------------------------------------------------------------------29

5.4 !RECIO----------------------------------------------------------------------------------------------------------31

5.5 CO#ERCIALI$ACIÓN---------------------------------------------------------------------------------------33

IMÁGENES ILUSTRATIVAS------------------------------------------------------------------------------------34

BIBLIOGRAFÍA----------------------------------------------------------------------------------------------------- 35

2


3/36


DE PROYECTOS I

PROYECTO DE INDUSTRIALIZACIÓNDE EDULCORANTES A

BASE DE STEVIA

1. INTRODUCCIÓN

L'( )*'+,' +,/0( (+' '(,+'( )'* 0/ '*0 /' /*' +0 / ('* (0+' 0/ :*

0/ 0+,/'*0 +0 ;'* '(,' 0 /'( :/'( '( (' (/*0(

/'( +0 /'( 0+,/'*0( *>/0( )0*' ' / +>0*0 +0 ' ,(* 0>0'( '@'( 0 / (/,+.

D0*' +0 /( /0*@( 0+,/'*0( ,*/0( 0'*'( / S0@ / ,/ 0( , )/

( +,/0 ,0 0/ :* ; 00 0*' /'*=(. T00+' 0 ,0 /( )/( )*')0++0( +0 /

S0@ ; ,0 0 '*'( )=(0( '' )'* 00)/' J) ; !*,; 0?(0 0)*0(( +0++( /

)*'+, ; '0*/ +0 0+,/'*0 (0 +0 S0@.

L( )/'0( +,(*/0( '' 0+,/'*0 ('*0 ; +0('0 +0 /'( 0>0'( )*'+,+'( )'* 0/ ,(' +0 ''( ; (,(( ,=( 0 / @++ *')0,* )*00 (0*

+ @0( ( )*0+( )'* /'( '(,+'*0( +0/ ,+' (= '' @00 (,0+0+' 0 0/

J) ; )=(0( +0/ (,+0(0 ('.

El !"#"$%" %!&'&() '*#+& &,l-&! l)# +)$)+-,-"$%)# " /)!,& -$%"0!&l &+"!+& " "#%&

l&$%& "#" #* +*l%-) %& #* !)+"#&,-"$%) +),"!+-&l-&+-$ +),) "*l+)!&$%"

$&%*!&l6 %"$-"$) "$ +*"$%& &!-&'l"# " %-) /-$&$+-"!)6 " ,"!+&") " !)*++-$ "$%!"

)%!)#

3


4/36


DE PROYECTOS I

1.1 ANTECEDENTES

L S0@ 0( , )/ '** +0 / >/'* (,+0* ,0 (0 * 0()'000 0 0/

(0*+' +0 /( /+0*( '+'. E 0>0' /( '( '00 /,(+'( +0 ('* +,/0 )0*' ,0 ' ('

0'//0( ; )'' '00 /'*=(. L ;'* )*0 +0 /'( /,(+'( '((0 0

'/,/( +0 0(0@(+'. L( '( (0( (' 0*0 2% ; 35 @00( ( +,/0( ,0 0/ :*. L

S0@ ,*/ ( *0>* '00 ( +0 1%% 0/00'( ; 00( @'//0( +0>+'(.

#,'( +0 /'( ,('( +0 S0@ (' ''+'( ''M 0+,/'*0 +0 0( 0 0+( 0

)(0/0*= 0 +,/0( 0 '>,*( 0 0*0/+( 0 ;',*0( 0 /0( 0. 0.

A,,0 (0 ,( )/00 0 ,'( )=(0( '' , /0*@ )* 0+,/* / S0@

*0,+ 0( )'' >/* )* / ;'*= +0 / 00 ( 0*' '* 0( 0)0+'

''0*(0. A,/00 J) C B*(/ ; !*,; )*00 (0* /'( )*)/0( )*'+,'*0(.

D0/ J) (0 0?0++' '+' 0/ (,+0(0 (' KJ'*+ #'/0*' 1984.

1.1.1 DESCRIPCIÓN DE LA PLANTA7 STEVIA REBAUDIANA

S0@ *0,+ B0*. K;0* +,/0 0( , )/ *,(@ '** +0/ '*0(0 +0 !*,;

)0*0000 / >/ +0 /( '),0(( ,0 *00 0 0(+' (/@0(*0 0 >'* +0 )/(/+. F,0 +0(*) '00 0 19%5 )'* 0/ ,*/( #'(( S' B0*' ''

, )/ 0*0 +0 4% 8% +0 /,*.

L *= 0( >*'( >/>'*0 ; )0*00 >'*+' ,+0 0) ,0 )0( *> ; '

)*'>,+ +(*,;+'(0 0* +0 / (,)0*>0P 0( 0/ :' *' +0 / )/ ,0 '

4


5/36


DE PROYECTOS I

'00 0/ 0(0@(+'. E )/( ,0 (0 )*') (0?,/00 )'* )0+'( +0 //'( 0 *0

*,0( (0 '(0*@+' ,+0 *> +0/ ((0 *+,/*. S,+ K198% '(0*@

,0 /( *=0( >( ,+ 0 / (,)0*>0 ; /( *,0(( 0 /( '( ( )*'>,+( +0/ (,0/'.

E/ //' 0( ,/ (,/0'0( '*+'(0 ,/,/0 +0(),(

+0/ )*0* /' @00@' //0+' )*'+,* ( 2% //'( 0 3 4 /'* 0( 0*>*'+ )0,0/P (0 +0 ,0 / )/ 0( ,'')/0 K)*'+* +0 )'

0()'*'>=' ; /(>+ '' )'= '/'*. E/ >*,' 0( , ,0' ,0 0( +(0+'

)'* 0/ @0'. S0 /(> 0M /*' 0(*/ '(,*' >*/ ; '(,*' 0(*/.

E/ 0*' S0@ 00 ( +0 1%% 0()00( 0 0/ '00 0*' +0 +'+0 0( '**

)0*' S0@ *0,+ B0*. 0( / : 0()00 ' )*)'( 0+,/'*0( 0 /( '(.

1.1.2 USOS Y BENEFICIOS

C'(,/+' ,/,+ +0 0(,+'( KA/,' +0 0//'( 0'+'( 0 0/ (,00 ),' (0 +0+,0

,0 ( // +0 (0* , 0+,/'*0 ,*/ +' ; , 0?0/00 )'/,00 ,*/

(, '*( @*,+0(M 0( /0@000 )'0('* ; +,*P +0(@ ; + *0,/+' 0/ !Q

' @0/ +0(@' '' 0/ +0 / (*0 ; / '*.

#,; ,0 )* /( @=( *0()*'*(. T00 0>0'( 00>'('( 0 / ('* +0 / *( )'*

/' ,/ >@'*00 0/ +0(0(' +0/ '/0(0*'/ +0(0/0. E( @(' +/+'* )'* 0(' 0( ,0 )* 0/

'*. E( , '?+0 ' *0*=(( (/*0( / T V0*+0. E( ; (0 0(

*0/+' 0(,+'( ('*0 (, @0/ +0 '(( @/0(.

5


6/36


DE PROYECTOS I

E( 0*+ 0 '*'( )=(0( (0 0/'* )(( +0/0( ' ( ; ,0 0( ,0 )* 0=(

(*0( ; 0@ / >'* +0 *0(.

A/,'( 0(,+'( + (, @++ 0()0/00 '* /( 0*( ,0

/( ,'(( ,/0( ; /'( ''( ,0 '* / @( 0 / ,0*. O*( )/'0(

*+'/0( K('*0 '+' 0 A* L /,;0 /( (,00(M '***0( / >

>/ / +0( ; /( >,'0( (*'0(/0( *0,/ /'( @0/0( +0 /,'( 0 / (*0

,*0 0/ =+' 0/ )*0( ; 0/ '.

E )/'0( 0?0*( (0 ,( )* 0/ *0' +0 / )0/ ' ( ; *'( K' 0(0 >

)'+0'( 0'**/ 0 E,*') 0/ '0*+' +0 ' +0 S0@ 0 (0 /=,+ ,'( (0

)/ '' , (*// >/ / ,/ )*'+,0 , 0(*0' ; , (,@++ 0>0@ +0 / )0/ 0( /( **,( ; ;,+ 0 / ,* +0 @*'( )*'/0( +0 / )0/ 0*0 0//'( 0/ /

(0'**0 / +0*( ; 0/ 00.

A/' (0 ''*' +0 0( )/ 0( ,0 0 ,' (,( *0('( +0 ,(' ' 0?(0 :

*0)'*0 +0 '?++ ' ,0 0 (,( ( +0 15%% '(( +0 0( )/ ', (0 0' /,(

+0 0//(M

1887 A'' B0*' )'* )*0* @0 +',0 0/ ,(' +0 / 0* +,/0 0 !*,; ; /

'* E,)'*, *0,+, B0*'

190 B0*' @,0/@0 +0(* / 0* +,/0 / 0*' S0@

1931 D'( ,='( >*0(0( B*+0/ ; L@0//0 0?*0*' (0@'(+0 0 *(/0( +0 /( '(

+0 S0@.

19!1 S0 ,( / S0@ '' , 0+,/'*0 /0*@' )* &* B*0


7/36


DE PROYECTOS I

19! - L.A. &' +0(* , )*'0(' +0 )*'+, '0*/ )* 0?*0* / (0@'(+0

19! L'( )'0(0( '0*' @0(* / S0@ +0 0* 0(@ ; '0*'

,/@*/ 0 , 00 '*'/+'.

196! " L'( )*0*'( >'*0( +0/ ,/@' '0*/ +0 S0@ 0 !*,;1970 " E/ D*. C*/'( A. O@0+' +0 / F,/+ +0 #0+ +0 / U.N.A. 0?)'0 /'( 0>0'( +0/

Q0 ('*0 / /,0. I>'* (,(*+ / 2%9 C'*0(' +0 D00( *0/+'

0 B,0'( A*0( )'* 0/ D*. O@+' #,0/.

197 S0 //0@*' ' )*,0( '+0*( ('*0 / (0,*++ +0 S0@ )'* 0/ 0=>'

)'( D*. "'H' "

1976 E / 28 R0, A,/ )* 0/ !*'*0(' +0 / C0 *0/+ 0 B*(/ / D*.

&/ +0 A*/ +0 V' S0// )*0(0 0/ *' ,/+' GS0@ *0,+ B0*' ; (,(

0>0'( )'/00( 0 '0'( /'?+'( ' 0/ ,0 +0 ')*'+' 0/ 0>0'

+' +0 / )/.

1977 8 S" "$+*"$%!& 9*" "l "*l+)!&$%" &!%-/-+-&l #&+&!-$& "# ,*%&0:$-+) "#

%",)!&l,"$%" P!)-'-&.

1991- L FDA 0+' , )*' )'*0 ('*0 /( '( +0 S0@ 0 /'( E(+'(

U+'(.

199 L F''+ + D*, A+(*' KFDA +0 /'( EEUU )*' / S0@ ,'*+' (,

@0 (/' 0 /( 0+( ,*(( >0( +0 ' 0*>0** ' /'( 0*0(0( +0 /( +,(*( )*'+,'*( +0 0+,/'*0( *>/0(.

2000 L U E,*')0 0 0/ )0*(' )* ,0 S0@ *0(0 / 0*+' 0,*')0' '' ,

/0' ,0@' ' '' , *0+00.

2003 !*,; 0@= +',0'( / C'( +0/ C'+0? A/0*,( ('/+' , *'

*0,/+'* +0 S0@ '' +@' +0 /0'(.

A l) l&!0) " l)# &;)# l& S%"-& !"'&*-&$& B"!%)$- & #*"!&) +)$ :


8/36


DE PROYECTOS I

):/00 0 A(, /( '/,('0( +0 / @0( 0=> ('*0 0/ ,(' +0 /

S0@ 0 0/ *0' ; )*0@0 +0 / +00( ,0 //0@ ( +0 8 . D*. J0))0(0 )'* D* ; )'* !*,; !*'>. D*. B**'/.

1.2 ?USTIFICACIÓN

E(,+'( *000( + ''0* ,0 0/ '(,' +0 :* 0 / )'/ ,+/ 0(

0?*0+00 0?0*+ ; ,0 00 , 0+0 *00*(0 /' /*0 +0 0(

(, 0( ,0 + @0 (0 ''0 ( 0>0'( '@'( +0 0(0 )*'+,' ,0 + ,0 / )'/ *0,0*0 ,+* ( +0 (, (/,+ )*

0'** (, /++ +0 @+ #-"$) l& STEVIA "l !)*+%) ,># &"+*&) &!& "#%" "/"+%)

00+' / )++ +0 (,(,* 0/ '(,' +0/ :* +0 0*0/0 ( /'*=( ; ,; 0(/0 >*00 /( 0)0*,*(.

E# )! "#) 9*" "l -#";) " *$ !)"+%) " -$*#%!-&l-&+-$ +),"!+-&l-&+-$ &!& l&

S%"-& #" +)$-"!%" "$ *$ &+-"!%)6 %!&%&$) " #&%-#/&+"! l& ",&$& %&$%) $&+-)$&l +),)-$%"!$&+-)$&l6 &",># ll"0&! &l @'l-+) 0"$"!&l +)$#*,-)! " &@+&!6 ,)#%!&$) l

"$%&( ,"()! "$ l& +&l-& " -& 9*" "#%" !)*+%) )/!"+". C)$(*$%&,"$%" #" %-"$"

l& -#-$ " ll"0&! & l& -$*#%!-& &l-,"$%-+-& " '"'- "$ B)l--& /),"$%&$) "l *#) "

"#%" !)*+%).

E( , ,/@' '@+'* ; ,; *0/0 )*0(0 )*';0'0( )*'('*( +0/ 0*+' '/

0 0*'/. E/ '(,' '' 0* ; / )*'+, +0 0+,/'*0( )*'+,'( +0'( ;'*'( )*'+,'( '*'( +0*@+'( +0 0( 0()00 @00/ (0 )*0(0 ,; )*'('*( )'*

0(* +0(+ (,(,* 0/ ,(' +0 0+,/'*0( ('( KA()*0 /'( 0.

)*'+,'( ,0 + @0( (' ( ,0('+'( )'* )*'+,* 0>0'( '@'( / (/,+.

8


9/36


DE PROYECTOS I

1.3 OB?ETIVO DEL PROYECTO

D0*' +0/ )*';0' *0/*(0 (0 00 '' '0@' )*)/ /' (,00M

R0/* , )*';0' +0 ),0( 0 * +0 , )/ +0 +,(*/ +0

0+,/'*0( (0 +0 S0@ '+' 0 ,0 /'( +('( ()0'( ,0 ),0+0

>0* / (' 0 (,( +(( 0)( ' 0 / /'/ 0/ >0'

+(* ; / '*.

1.4 OB?ETIVOS ESPECÍFICOS

D0*' +0/ )*';0' *0/*(0 (0 00 '' '0@'( 0()0=>'( /'( (,00(M

R0/* , 0(,+' +0//+' +0 /( 00(++0( ++0( ,/++0( )'(/++0( ;

*0,('( ,0 +00 )'(00* 0/ )*';0' +0 ),0( 0 * +0 / )/ +0

+,(*/ +0 S0@

D00** / *0/++ 0' +0/ )*';0'.

R0/* , 0(,+' +0 0*+' )* 0/ )*'+,'

D00** / /'/ 0>00 +0 / )/ /( ++0( )*'+,* (0: /

+0+ 0(+ )'( +0 ,++'( 0 0/ ,/@' 0/ )' +0 @0 ; '0*/

)* , 0> ; 0>00 )*'+, +0 0+,/'*0( (0 +0 [email protected]** )'(/++0( +0 0*+'( )* )*'+,'( +0*@+'( +0 / S0@.

2. ANÁLISIS DEL SECTOR

!* )/0* '**000 0/ )*';0' 0( +()0(/0 00* 0 ,0 0/ ')'*0'

' +0/ (0'* ,*0*' '' +0 '*'( )'( +0 0+,/'*0(.

2.1 ANÁLISIS DEL RUBRO

E( )' / )*'+, +0 S0@ 0 B'/@P ( 0*' 0( )'*0 0@* (, )*'+,

)*'@0+' /( @0( ')*@( ' ,0 (0 ,0 ; (, 0>0' ,/)/+'* +0 *0*

(''0'' +0 00>' )0,0


10/36


DE PROYECTOS I

L S0@ '' 0* )* ' )*'0(+ 00 , )'0/ 0*+' 0 E,*') ;

0()0/00 0 J) ( : ( 0/ )*'+,' /'* / 0*> +0 G)*'+,' 0'/'.

E/ )=( ,0 ,/00 '(,0 ( S0@ 0( J) 0 , )/ @*0++ +0 )/'0(

' /0'( (/+'( ' ': 0 / +0 )'0(.

C' 0( )/ 0 '*'( )=(0( (' 0/'*+'(M 0+,/'*0( '('( )* / )0/ ; '(

0(,/0( )* / > ; '* 0/ (' 0/

A @0/ ,+/ los principales productores de Stevia están en Paraguay, Brasil y Japón y

son:

(Principales compañías del rubro)

!ACIFICA SRL.- !*,;

STEVIAFAR#A INDUSTRIAL S.A.- B*(/.

DANI!!ON IN AND CQE#ICAL INCOR!ORATED - J)

FUJI CQE#ICAL INDUSTRIES CO LTD.- J)

#ARU$EN CQE#ICALS CO LTD - J)

#ORITA A&AU O&"O LTD.- J)

TA#A BIOCQE#ICAL CO. LTD.- J)

TOIWA !Q"TOCQE#ICAL CO. LTD.- J)

TO"O SU&AR REFININ& CO. LTD. J)

2.2 CLASIFICACIÓN DE EDULCORANTES

L )/* 0+,/'*0 @00 +0 / )/* / G+,/'* ,0 (> +,/'*. L'( 0+,/'*0(

(' (,(( )0( +0 0+,/* , /0' , 0+ ' , 0+0' ++'/0 , ('*

+,/0. E?(0 0+,/'*0( /*'( ; 0+,/'*0( ' /*'( K('( ; ,*/0(.

EDULCORANTES CALÓRICOS

U' +0 /'( 0+,/'*0( ( ''+'( 0 ,0(*' 0+' 0( 0/ :*. D0*' +0/ 0*+' +0/

:* (0 +>0*0 +'( )'( +0 )*)/0( +0 )*'+,'(M A:* *,+' ,0 (0 )*'+,0

('/00 +0


11/36


DE PROYECTOS I

E/ :* *0>+' 0( '@' +0+' ,0 (, *0>0' '@0*0 0 , ,*00 0

,*00. A+0( 0( ('+ /( *0( +0/ +> +0 / (*0

+0(/> *0*'0(/0*'(( >*' + '*+' '0(++ 0 ,/0* +0 0('''/0(0*'/ 0( 0*@'( )*'/0( +0 *,/ )0*0?/++ +000* 0)

; +00(.

E/ (,00 T/-1 ,+*' *0(,0 /'( +('( 0+,/'*0( /*'(M

T&'l& 1

PRODUCTO DESCRIPCIÓN USOS

Azúcar

refinada

Producto de la

industrialización del

jugo de la caña deazúcar

Bebidas refrescantes,

chocolates, yogurt, leche,

pastelería industrial, etc.

Azúcar pulverizada

Sacarosa finamente

triturada

onser!a las !erduras en su

forma agridulce, pastelería

industrial, prolongar el

frescor y aroma de alimento

horneados, etc.

Edulcorantede maíz

"i#uido resultante de

la combinación de

maltosa, glucosa y

de$trosa

Bebidas carbonatadas, productos

horneados, mermeladas, etc.

Dextrosa %lucosa combinada conagua

&ndustria alimenticia '()*+,

especialidades medicinales

')*+, refrescos y jugos ')*+y productos l-cteos ')*+,

entre otros.

Sacarosa %lucosa y fructosa%omas de mascar salsas dulces y

bebidas de bajo contenido

calórico.

Azúcar sinrefinar

!aporación de la

humedad del jugo de la

caña de azúcar

Bebidas refrescantes, salsa

para carnes, conser!as de

frutas y !erduras, etc.

Azúcar crudo

/ morena

Se obtiene de la caña

de azúcar constituido

por cristeles secos dela sacarosa

/epostería, pastas, etc.

Fructosas azúcar en forma

natural en tudas las

frutas

0ugos de fruta, bebidas

carbonatas y alcohólicas y

repostería, etc.

Glucosas un almíbar formado

por la harina de maíz

1zúcar para caramelos, dulces,

helados, mermelada y

repostería.

F*"$%"7 E/'* )*') 0 (0 >'* '0+

11


12/36


DE PROYECTOS I

EDULCORANTES NO CALÓRICOS SINTTICOS

L'( 0=>'( +0(,*0*' /'( 0+,/'*0( ('( ,=00 >0( +0 / ++ +0

188% ; /'( ',@0*' )'* 00*= 0 0/ +0 +00' +0 199%. S0 0+' 0 0/

0*+' +0+' 00(++0( /0( '' / +00( 00* / /=0 )*0@0* /( *0( ; )* / )*0(*) +.

L'( 0+,/'*0( *>/0( 00 *0*=(( ',0(M (' ,; '( 0 /'*=( *0+,0

0/ '0+' 00*' /'/ )'* )'' ' : ,*00 / '*(' ; (0 /0 *,;0

0>0'( '@'( )* / (/,+. A ', (0 ,0(* /,'( +0 0//'(M

T&'l& 2


A()*0 C' +0 >0/; +' ()*'

!*'+,'( L '' )*)/(,(,' +0/ :*

A0(,/>0 E+,/'*0 *>/

''+' '' (,00

B0+( *0( +0 >*, )*'+,'( /0'( )(( +0 +00(

; )*'+,'( >*,'( 0.

S*'( E+,/'*0 *>/ A/0'( ; 0+( +0(

F*"$%"7 E/'* )*') 0 (0 +'( +0/ UDA!E

EDULCORANTES NO CALÓRICOS NATURALES

L( *0'0( 0@( ('*0 / (/,+ +0 /'( 0+,/'*0( 0*'*00 0'+'( (' ,

/*' *0>/0' +0 / 00(++ +0 ),/(* 0 0/ 0*+' , )*'+,' /*0 +0 0>0'( '@'( )*

/'( '(,+'*0( ; ,0 (, @0 ,)/ /( >,'0( ' +0/ :* '' +0 /'( 0+,/'*0(

*>/0(. E*0 0//'( (0 0,0*M

T&'l& 3


T, A )** +0/ >*,' +0H0>0 +0 Á>*

B0+( (0 +0 > '( +0

(* )'(*0( )*'+,'(>*,'( ; 0+(/'/(.

N0'0()0*+

Q+*'0 +00'0()0*+ ,0 (0

0,0* +0 '+' ,*/0 /( *(

C*0/'( 0+( *'+(; ' *'+( ; 0+,/'*0(

+0 0(

12


13/36


DE PROYECTOS I

#'0/F'*+ )'* '+'(

; +0( '),0((O0 +0 ,0@( @*0++0(

+0 '0 ; /0,.

Q0*+,/E+,/0 ,*/

,/+' )'* /'( 0(U/+' 0 >,('0(

E(0@'(+' &/,(+' +0*)'*(/' ; +,/0

E+,/'*0 +0 0( )(0/0*=;',*0( /0( 0.

B*0!*'0= 0?*=+ +0 /

;U/+' 0 Á>* ''

0+,/'*0 ,*/

F*"$%"7 E/'* )*') 0 (0 +'( '0+'(

2.4 ANÁLISIS DEL SECTOR AZUCARERO

L +,(* ,*0* '/@ (0 '0* 0 0/ +0)*0' +0 S C*, +'+0 , 4

0'( )*@+'( K&,* L B/ S A,*0/' ; 13:*' ; 00 , (,)0*>0 ,/@+

+0 75.%%% Q. L (0,+ ' 0 )'* 0( / *0 +0 B0*0' 0 0/ +0)*0' +0

T* (' 0 +'+0 (0 /'/ 0/ 0' +0 )*')0++ +0/ E(+' +'+0 (0 ,/@ 0* +0

1%.%%% Q. L( >*( +0 0*( )* 0(0 )*';0' (' '(*+( ',M

T&'l& 4

VARIABLE 1997 1998 1999 2000 2001 2002 2003 2004(p) 2005(e)

Superficiecosechada[hectáreas

93.270 93.090 89.619 83.838 86.222 96.397 105.742 107.540 108.558

!roducci"n[#$%$ 4.125.696 4.241.310 4.159.869 3.601.748 3.859.309 4.320.784 5.164.080 5.256.495 5.332.833

F*"$%"7 E/'* )*') 0 (0 +'( +0/ UDA!E

2.5 ANÁLISIS DEL SECTOR EDULCORANTES SINTTICOS

A ', (0 )*0(0 , / / 5 *0(,0 +0 /'( 0+,/'*0( ('( '>0*+'( 0

B'/@M

T&'l& 5

NOMBRE DEL PRODUCTO

COMPOSICIÓN PRESENTACIONES PRECIOS PAÍS DE ELABORACIÓN

CQUER A()*'S*

A0(,/>0 T/0( K7%% 295 B(. A*0

DULCREA()*' "A0(,/>0

L,+' K1X2L 15 B(.E.E.U.U.

T/0( K5%% 16 B(.

13


14/36


DE PROYECTOS I

LADIETA()*' "A0(,/>0

T/0( K12% 247% B(. C'/'

NECTAR SWEET

A()*0 T/0( K3%% 462% B(. U*,,;

DUSATA()*' "A0(,/>0

T/0( K12% 185 B(.B'/@&'( -

!'/@' - F*"$%"7 E/'*+' 0 (0 >'* '0+.

L'( )*'+,'( '(*+'( 0*'*00 ),0+0 (0* 0'*+'( 0 +>0*00( >*( +0/ )=(

(= '' 0 (,)0*0*+'(.

C'' 0*'*00 (0 ),0+' '(0*@* / ;'* ++ +0 0+,/'*0( '>0*+'( 0 0/

0*+' B'/@' (' *>/0( ' ('( ,0 0( '),0('( )'* A()*0 ,;(

+0(@0( )* / (/,+ (0 0'*' 0*'*00 /' ,/ *+ , ( ')'*,++0( ;

),'( +0 (0* )* 0+,/'*0( ,*/0(.

2. ANÁLISIS DEL SECTOR EDULCORANTES NATURALES

A ', (0 )*0(0 , ,+*' *0(,0 +0 /'( 0+,/'*0( ,*/0( '>0*+'( 0

B'/@M

T&'l& NOMBRE DEL PRODUCTO

COMPOSICIÓN PRESENTACIONES PRECIOS PAÍS DE

ELABORACIÓN

E* D,/0 -S0@

E(0@'(+'

!'/@'K1%% S'*0( 1 * 47.6 B(.

C'/'

T/0( K1%% 23.8 B(.

E'/'-

,-+0/

E(0@'(+'

!'/@' K8% *

K4% *

25 B(.

15 B(. B'/@

L,+' K 3% / 3% B(.

F*"$%"7 E/'*+' 0 (0 >'* '0+.

2..1 ANÁLISIS DEL SECTOR DE LA STEVIA

14


15/36


DE PROYECTOS I

E/ 0+,/'*0 (0 +0 S0@ (0 /(> '' , )*'+,' +0 '(,' K0( ,/+' 0 0/

'*. A (, @0 (0 /(> '' )*'+,' )* /( 0)*0(( ; ,0 0 )*0 +0 /'(

)*'+,'( 0*+'( +0 /( 0)*0(( +0 /0'( 0 @*'( )=(0(.

L( +(( )*0(0'0( +0 )*'+,'( 0 (0 / S0@ (0 )*0(0 ',MT&'l&

F*"$%"M E/'*+' 0 (0 +'( +0 @0( )*')

2.3 CULTIVO DE LA STEVIA

D0 (, )*@' 0 !*,; )(+' ,/@*(0 0 0?0(( *0( +0 '+' 0/ ,+' ;

+0 '+' ( 0?0(@' 0 )=(0( ''M B*(/ C J) C'*0 T/+ TY I(*0/ ;

B'/@. L )/ ),0+0 *00* *0/@00 0 ; (0 ),0+0 +)* * @*0++ +0 0**0'(

; /(.

CLIMA

15

PRESENTACIÓN DETALLE % EN EL MERCADO

P)l)

Las hojas de Stevia seprocesan a través de unode los varios étodos dee!tracci"n# noralentecon una $ase de a%ua oalcohol et&lico. 'l polvoresultante# noralente$lan(uecino# contiene

di)erentes porcentajes de%luc"sidos dulces.

77

T&'l"%

Se disuelven r*pidaente.+oralente contienen'stevi"sido junto con otros,n%redientes.

17

L=9*-)#

Oscuros- /n jara$econcentrado hecho de lashojas secas a $ase dea%ua alcoholclaros: una soluci"n decristales de 'stevi"sidosdisueltos en a%ua# alcoholo %licerina.

6


16/36


DE PROYECTOS I

L S0@ (0 ,/@ 0)0*,*( 0*0 2% ; 25ZC *00 0*0 /'( 5%% ; 16%% ('*0 0/ @0/

+0/ * (, 0( 0 '( ' (0 /, ('/* )0*' )'' /00. E( , )/ +0 *

+)/++ ; /( ++0( +0 /, ),0+0 '*'/*(0 ' @0*+0*'( ' >/*'(.

A/,( '( +0 /( *0'0( +0 /'( V//0( ; /'( ",( 0 B'/@ (0 (/ / ,*/+0 S0@.

SELECCIÓN DEL TERRENO

L )/ 00( (,0/'( *0/@00 :0+'( K)*0)'0( 0+( ,/0( +0 14%%

16%% )* /'** (, 0*. L )/ *00 0 / ;'*= +0 /'( (,0/'( )0*' /'(

0'*0( )* (, ,/@' (' ,0//'( ,0 0 , ,0 )*'>,+++ )* >/* 0/

+0(**'//' ; / +(*, +0 /( *=0( (= '' 0'* '@0' +0/ , *0+ )'* /

//,@ ' )'* *0' (, @0 *0,0*0 , ,0 )0*0/++.

E/ (,0/' +00 '00* , ' '0+' +0 0* '*. E( )/ '/0* (,0/'( '

+>0*00 @0/0( +0 !Q )0*' (' )'( ,0//'( ' !Q 65 ; 7 >'* ,0 >@'*00 /

+()'/++ +0 ,*00(.

REPRODUCCIÓN

S0 0>0: )'* (0//( ' )'* 0(,00( (0+' 0(0 :/' 0/ '+' +0 )*') (@0'(. L +0(++ +0 , ,/@' '*/00 (0 /,/ ' 3% . +0 0()' 0*0 /(

)/( 0 /=0 ; 4% 0*0 /=0(. E/ *0' +00 (0* )'* '0' )* 0@* 0/ 0?0(' +0

,0++ +0 / )/.

S0@ 0( (,(0)/0 +'( )/( +0 ''(M S0)'* S0@0 ; S/0*' (/0*''*,. E/

)*0*' *0(,/ 0 /0('0( ,0 (0 )*') *)+00 *0+,0+' *0'*'( 0*( ,0 0/(0,+' * /( )/(

16


17/36


DE PROYECTOS I

COSECA

L '(0 (0 +00 *0/* ,+' /( )/( 0( )'* >/'*00* )* '00* 0/ ?'

'0+' +0 /,(+' 0( *0'0+/0 0* 0/ '*0 ,'( 5 1% +0/ (,0/'. L( '( (0

'/' 0 +0 0/ 0+ ('* ' /' (0+'/ +,*0 / *+0 ; '0 )* 0@* 0/

*' +0 / 0'(

)*'+,+'( )'* 0/ ,(' +0 ''( ; (,(( ,=( 0 / @++ *')0,* (0*

)*0+( + @0( ( )'* /'( '(,+'*0( +0/ ,+' (= '' @00 (,0+0+' 0 0/

J) ; )=(0( +0/ (,+0(0 ('.

!* ,0 /0 (, ;'* )'0/ S0@ 00 ,0 (0* ,/+ ':00 /*' )/'

'' , *0+00 /0' ' 0+,/'*0 ; / +,(* +0 S0@ +00 ',*

0>'+'(0 0 0(0 '0@'. S 0*' 0( +()0(/0 (0,* ,/+' 0/ 0*+' ,/

)0*+' )* )'+0* ** ),0*( +0/ 0*+' )'0/.

3.2 ANÁLISIS DE LA SITUACIÓN SIN PROYECTO

E / ,/++ B'/@ '(,0 , )*'0+' +0 335 +0 :* )0*) ,/ '+'

' 0/ '(,' )'* 0+' +0 /0' ;X' 0+( )*'0(+( /' ,/ 00* K' 00** /*'

)/' )*'/0( +0 (/,+ 0 '+'( '('*'(. Q0 = +'+0 (0 0"$"!& l& $"+"#-& +0 *0* /0*@( ,0 ;,+0 / ('/, +0 0(0 )*'/0.

S 0 ,/00 0 0/ 0*+' '/ (0 ,0 ' +>0*00( )*'+,'( (,(,'( +0/

:* 0('( ('( )*'+,0 0>0'( '@'( )* / (/,+. A(= (' ' (0 ,0 ' ,

17


18/36


DE PROYECTOS I

)/ +0(**'//' )* (,(,* 0/ :* ,/+' 0 /'( /0'( ; 0+( )*'0(+( ''

',**0 0 '*'( )=(0( +0/ ,+'.

!'* '* )*0 (0 +00 '* ,0 B'/@ )'(00 !"+*!#)# $) &!)"+&)# ; ,0 (0 ,0 ''( +0 /( *0'0( +0 /'( V//0( ; /'( ",( ,0 (0 (/ / ,*/ +0 S0@

''*+' / @0 +0/ +*l%-) " S%"-& " !-,"!& +&l-&.

3.3 ANÁLISIS DE LA SITUACIÓN CON PROYECTO

C' / *0 +0 , )/ +0 +,(*/ +0 S0@ 0 B'/@ (0 /'**= ** 0/

0*+' +0 / )'/ + ; ' )*'/0( +0 (/,+ ((>0+' +0 0( >'* /

00(++ +0 '* ' , 0+,/'*0 NATURAL ; +0 /++ ' , )*0' 0(/0. S0

**= +0 0@* 0 >'** / )'/ +0/ )0/*' ,0 '//0@ /*' )/' 0/

'(,' 0?0(@' +0 :* ; *+*/0( , ') /0*@.

#0+0 0/ )*';0' (0 ,( 0@* )/=00 / ,(' +0 0(0 )*'+,' +),)

,&%"!-& !-,& )* /( +,(*( +0 /0'( >*,( ; +0 0+( '' ',**0

,/00 0 J) ; '*'( )=(0(. S0+' 0( /0*@ / ( 0* )* ,+* ;

0'** / (/,+ +0 / )'/ ; ,0 )0(* 0 , ' +0/ '(,' +0/ :* '0*/

)'* / S0@ (0* +0(+' +0/(.

L ') +0 '>*00* 0/ )*'+,' +,(*( '' 0* )* 0+0 )*'''0( 0

0@'( l)0!&!=& &,l-&! "l ,"!+&) " $*"#%!) !)*+%).

E ,' / )*'@00' +0 *0,*('( 0+0 0/ )*';0' (0 /'**= , 0?)/'

0>00 +0 /'( 0**0'( ; /( )'( )* 0/ ,/@' +0 0( )/ ' /'( ,0 (0 ,0 0/

)=(.

E ,' / /(( 0'' 0/ )*';0' *0*= @0*('0( '/0( '' 0?*0*( ;

,0 )'* )*0 +0 )=(0( '' J) K#;'* '(,+'* 0 0/ ,+' (0 00 , * 0*(

)* , +,(*/ * 0(/ (= '' '*'( )=(0( ,0 '(,0 0/ )*'+,'.

18


19/36


DE PROYECTOS I

T )*''@0*= / )0*,* ; 0'*0' +0 **00*( 0 (/ )* /( *0'0(

@'/,*+(.

4. MARCO LÓGICO

4.1 MATRIZ DE INVOLUCRADOS

Gruposafectao

sI!ter"s

Pro#$eas perc&os

Act&tuesRecursos ' a!atos

A0!-+*l%)!"#

!'(@'[ #;'*0( *0('(.[ #0'*( 0 (,/++ +0 @+. [ I*0(* ,0@'(0*+'(.

C,++' 0?0(@',0 +00 )'(00* / )/

T00 , ,+ )'(@ ;+()'( 0'** / )*'+,.

A0( ' +0*+0 )*'+,* *0,*('()0+* 0/ +0(**'//'+0/ )*';0'

P)'l&+-$

!'(@'[ #0'*( 0 / (/,+[ &00* +0>,00( +0 0)/0'

!'(/0 *0' / )*'+,' )'*+0(''0' ''(

T00 ,+ )'(@ ; ,0 /)/ +0, )/00** 0)/0'( / ',++0'*( )* /(/,+

[ N0 )* /')* +0/ )*'+,'.[ O)'( / ),0( 0 * +0/ )*';0'.

E#%&)

!'(@'[ #0'** / (,0' +0/ )=([ #;'*0( *0('(

* +0@0*('0(0?*0*(

D,+( ('*0 /('(0/++ +0/

)*';0'

A)';' ''*('(0*'/0( ;

'/0( )* 0/>0' +0/ )*';0'

[ I)0+0' +0+0(**'//' +0/ )*';0'

[E/'* +0 /0;0(0(*( ('*0 0/ *,*'

I$*#%!-"l !*'!) ""*l+)!&$%"#

,'

T0'* )0*+0*0*+' ;'0' +0/ )'/

N0@(+0(>'*+' / )'/00+' /'('( +0'(,' +0 / )'/

[ O0'0( )* 0/+0(**'//' ; @0(+0/ )*';0'[ C)'*

P)'l&+-$

-&':%-+& )+)$!)'l", "

#&l*

)'(@'[ C'* ' ,0+,/'*0 ,*/0(/0 ; 0''

T0)' +0+0(**'//' +0/ )*';0'

!'(@

0()0*+' '(( 0/ ,0@' )*'+,'

!*'0(( )* ,0 (0*0/0 0/ )*';0'

19


20/36


DE PROYECTOS I

4.2 ÁRBOL DE PROBLEMAS

A ', (0 )*0(0 0/ *'/ +0 )*'/0( )* 0/ )*';0'M

2%


21/36


DE PROYECTOS I

4.3 ÁRBOL DE OB?ETIVOS

4.4 ANÁLISIS DE ALTERNATIVAS

D0*' +0/ /(( +0 /0*@( (0 /* /( (,00(M

ANÁLISIS DE LA VIABILIDAD FINANCIERA Y ECONÓMICA

D0*' +0 0(0 )*';0' (0 *0/* , /(( >0*' ; 0'' ' 0/ > +0 +0(,**

/( +>0*00( ')'0( /( ,0 (0 ),0+ *0,*** )* 0'** / 0'* /0*@ ,0

21


22/36


DE PROYECTOS I

*0 / @/++ +0/ )*';0' 0(( /0*@( 0(* 0 >, +0 /'( '('(

>0*'( ; 0/ *0+0' 0()0*+' +0/ )*';0'.

E/ /(( +0 / @/++ >0* ; 0' +0//0 (0* +0(**'//' 0 ),'( )'(0*'*0(

+0 0(0 )*';0'.

ANÁLISIS INSTITUCIONAL

E 0/ +0(**'//' +0/ )*';0' (0 0/'** / 0(*,,* (,'/ +0 / 0)*0( (= '' /(

0(*0( (0* +')+( *0/+' , /(( +0 /( +>0*00( /0*@( )* /,0' 0/0*

0/ 0'* '+0/' (0,*.

E/ /(( (,'/ +0//0 (0* +0(**'//' 0 ),'( )'(0*'*0( +0 0(0 )*';0'.

ANÁLISIS DEL MEDIO AMBIENTE

L @/++ 0/ +0 0(0 )*';0' (0 0* +0(+0 0/ ),' +0 @( +0/ )'

0/ ,0 00*0 / )/ +0 )*'+, (0* (/+ +00+' /'( ),'( ,0 00

'* 0/ 0+' 00 ; / (0,*++ +0/ (' *+' +0 ,0 0(( (0 '**0+( 0(

+0 / ),0( 0 * +0 / )/ )*'0(+'* ' /( '*( '/0( 0(/0=( )'* /0;.

E/ /(( +0/ 0+' 00 +0//0 (0* +0(**'//' 0 ),'( )'(0*'*0( +0 0(0 )*';0'..

ANÁLISIS DE GENERO

S0 +0>* ; 0@/,* 0/ :0*' +0 )0*('/ *0,0*+' )* 0/ )*';0' (= '' /( >,'0(

(0,* +0 + ,' +0 0//'( ; /( ),+0( ,0 +00 )'(00* /+' /( +>0*00(

/0*@( ,0 ),0+0 (0* +')+( ( >/* / /0;.K'*( 0(/0+( )* 0/ ('

A/ ,/ ,0 /'( +0( /(( 0/ +0 0+' 00 (0* +0(**'//' 0 ),'( )'(0*'*0( +0

0(0 )*';0'.

4.5 MATRIZ DE MARCO LÓGICO

L * +0 *' /' )* 0/ )*';0' (0* +0(**'//+' ', K/ 8M

22


23/36


DE PROYECTOS IT&'l& 8

MATRIZ DE MARCO LÓGICO

RESUMEN OB(ETIVOS )ACTIVIDADES

INDICADOR VERI*ICABLE

MEDIOVERI*ICACIÓN

SUPUESTOS

FIN

GA)*'@00' +0 /( '+'0(+0,+( )* 0/ ,/@' +0 / S0@

A,0' 0 / )*'+, ;(,)0*>0 ,/@+ +0 S0@

I(,' '/ +00(+=( KINE ;KUDA!E

C'>'*++ '/ +0 /'(@'/,*+'(

PROPÓSITOB*+* / )'/ , )*'+,' ,*/,0 '>*00 /'( 00>'( )* / (/,+.

R0+, 0 0/ :0*' +0 ('(,0@'( +0 +00( ; )*'/0(*0/'+'(

R0(*'( +0 '/0( +0(/,+ K+00(

L )'/ 0) /S0@ '' )*'+,'

00>'('.

COMPONENTES

#0'*( +0 0'/'= 0 0/ )*'0('+0 )*'+,

C*0 +0 >*0(*,,* ; *,( +00('

C) +0 / ' +0 '* I>'* +0 /'( 00>'( +0 /

S0@ ; /'( 0>0'( '@'( +0/'(,' +0 :*

.. I*00' 0 0/ I.&.!. T0)' +0 *()'*0 ' *,(

+0 0(' V(. T0)' +0*()'*0 ( *,(

L +0+ +0 0+,/'*0(,*/0( (0 *00

!///( +0 )*'+,@+++0 / >*

R0(*'( *0/+'( /'( *()'*((

R0(*' +0 / +0++0 0+,/'*0(.

L )*'+, ' (,>*0 +0*0*('( +0+' >'*0(0?0*'(

N' 0?(0 /',0' +0'(.

ACTIVIDADES

E/0@* / )*'+, ; ,/@' +0S0@

#'@* / @0*( 0?*0* ;'/.

#0'** /'( *0('( +0 /'( )*'+,'*0( ; *,/'*0(

C'0' +0 / )'/ 0/ '(,' +0 )*'+,'( ,*/0(.

L ++ )*'+,+ +0 S0@(0 *00.

E/ >0' +0/ )*';0' ;( >/'Y *00.

L /++ +0 @+ +0 )*'+,'*0(; *,/'*0( (0 *00.

D0*00' +0/ '(,' )0*) +0 :*.

E(+=(( '/0( +0 )*'+, +0 S0@ KINE

E(+'( +0 *0(,/+'( ;>/,'( +0 +0/ )*';0'.

E,0(( /'( )*'+,'*0( ; *,/'*0(

E(+=(( '/0( +0/'(,' +0 :* KINE.

L( '+'0( /((' 0(/0(

C'+'0( ('/0( +0/ )=( (' *0/@000(/0(.

E?(0 0*( +0 ,+* /(/,+ )'* )*0 +0 /

)'/

23


24/36

.

PREPARACIÓN Y EVALUACIÓN DE PROYECTOS I

5. ESTUDIO DE MERCADO

5.1 DESCRIPCIÓN DEL PRODUCTO

E/ 0+,/'*0 )*'+,*(0 ' / (0* +0 0(0 )*';0' (0* , )*'+,' +0 '(,' >/

0 (,( '( 00+' '' '0@' /*' )/' '@0**(0 0 , )*'+,'0*0+' )* / )*'+, +0 /0' ; 0+(.

E/ )*'+,' '>*0+' )'* 0/ )*';0' //0@* 0/ '*0 +0 *lS%"-& E/ ,/ )'+* (0* +(>*,+'

0 +>0*00( )*0(0'0( ,0 (0 +0(*0 ',M

T&'l& H

PRODUCTO PAC+,S DESCRIPCIÓN

Stevia en polvo

en so&res

2 3gr4

5) Sobres2)) Sobres

ada sobre contiene el

poder endulzante de cucharaditas de azúcar

Stevia en polvo

a Granel

2) 3gr4

) 3gr4

Se tiene la

e#ui!alencia de

2 3gr4 6 7.8 39cal4

Stevia

Gotas7) 3ml4

specializado para

bebidas

Stevia en

ta&letas5) tabletas

:e r-pida disolución y

usado para bebidas

F*"$%"7 E/'* )*') 0 (0 +'( '0+'(.

!* +0+* /( )*0(0'0( '>0**(0 (0 /*' /'( +('( )*'+,'( ,0 (0

0,0* ,/00 0 0/ 0*+' ; (0 +0+ )'* /'( ( )'),/*0(.

E/ )'*00 +0 S0@'(+' 0 + ,' +0 ,0(*'( )*'+,'( "$ "$+*"$%!& "$ "l !&$0) " &l

12 6 (0+' ')/00+'( ' +/,;00( ; '*'( +@'( K0/ /(( (0 @0* ( +0//+'

0 / +0(*) +0 )*'0(' +0 )*'+, +0 0(0 )*';0'

C+ 0),0 //0@* 0/ /'')' +0 / * 0/ '0+' 00*' ++ ; /(

+'0( +0 ,(' )* 0/ /00.

U$ &%) & +)$#-"!&!#"6 "# l& +&$%-& " +)$#*,) !),"-) -&!-) )! "!#)$&6 l& +*&l

"#%& "#%-,&& "$ 2 J0!=&K6 "#%& "#%-,&+-$ /*" "


25/36

.


5.2 INVESTIGACIÓN DE MERCADO

D0+' ,0 / S0@ 0( , )*'+,' ,; )'' ''+' 0 0/ 0*+' 0*' / +0+ (=

'' / '>0* ; '*( )*0>0*0( )* /'( 0+,/'*0( ' (0 0,0* ,>+. !* /

0>0' 0( 00(*' *0/* , 0(,+' +0 0*+' ,/+' >,00( +0 >'* )** )* *0'0* >'* +0/ 0'*' ; /*/ )* '* +0('0( +0 0* 0>00.

OB?ETIVO

E/ '0@' +0 0( @0( +0 0*+' 0( ''0* /'( '( +0/ '(,+'* ' *0()0'

/ ')* +0 0+,/'*0( (= '' /( ++0( '(,+( )'* 0('(.

SEGMENTACIÓN

S0 '(+0* '' 0*+' )'0/ '+'( /'( '(,+'*0( ,0 ),0+ 00* 0('

)*'+,' ( 00* 0 ,0 *( ')00. A0( +0 (0/0'* 0/ 0*+' )'0/

; ,0 +0>*/' ; +0(**/' 0(0 )*'0(' (0 // (00 ,0 '((0 0 +@+*

, 0*+' '/ +0 , 0 ' (0*@' 0 @*'( *,)'( ( )0,0'*0( ,0

*0)0*,0 0 / +0+.

E/ 0*+' '0@' +0 0+,/'*0( (0 +0 S0@ (' '+( /( )0*('( ;'*0( +0 2% 0*0++0( *0/'+( ' 0/ '(,' 0?0(@' +0 :*.

A ', (0 ,0(* /( +>0*0'0( ,0 (0 00 )* 0( @0( +0 0*+'M

POBLACIÓN CIUDAD7 E / ,++ +0 L ! (0 00 , 0( +0 / )'/

'/ +0 263%381 0( +0 '+( /( 0++0( ; (0?'( )* 0/


26/36

.


MERCADO REAL7 E( / )'/ ,0 '**0()'+0 /'( 0(*'( 0'+'(

0*'*00. E/ )'*00 +0 / )'/ ,0 '**0()'+0 0('( 0(*+'( 0( +0 11.3 \ 0 L

! +' '0+' +0/ *0(*'( +0 0(*'( 0''( @0/ S,+*.

MERCADO OB?ETIVO7 E( , )'*00 +0/ 0*+' *0/ /,/*(0 0+0 /

0,0(.

ENCUESTA

S0 ** +0 *0/* , 0(,+' ,@' *@( +0 /( 0,0(( ' 0/ '0@' +0 0@/,*

>'*0( )'*0( ,0 ('M

o T)' +0 0+,/'*0( ,0 (0 '(,0

o C,/++0( ,0 (0 ,( 0 , 0+,/0

o L,* +0 ')*

o I0*( 0 0/ )*'+,'

L 0,0( 0/'*+ ; (0* //0+ 0( '(*+ 0 / / -1%.

C' 0/ +(0


27/36

.


ENCUESTA

EDULCORANTES NATURALES

C' 0/ > +0 +0(**'//* , )*'+,' +0 /++ ; 0(/0 '+'( / ,0@ 0)*0( G*lS%"-& 0( ,;0*0(+ 0 ''0* (, ') ; )*0>0*0( )* '*/0 , )*'+,' '*+0 (,( 00(++0( 0( )'* 0('/0 )0+'( >@'* +0 *0()'+0* 0 (0 (, 0?)0*0 )0*('/ /( (,00( )*0,(M

EDAD7 O 2% 24


28/36

.


TAMAO DE LA MUESTRA

S0 0(/0 ,0 / )*0, ,0*' 5 K_R0)/*= ,(0+ (, 0+,/0 ,/ )'* '*' ,0

,*/ /*0 +0 /'*=( )' )* +'( ; (, )*0' 0( 0,@/00 / +0 /'( 0+,/0(

*>/0(` 0( / +0 ;'* )'* )* 0/ +0(**'//' +0 ,0(*' )*';0' 00*+' /'((,00( *0(,/+'(M

Ea Ge!ero P .

) ; (


29/36

.


ANÁLISIS DE RESULTADOS

S0 ',@' /'( (,00( *0(,/+'( )** +0/ /(( +0 /'( *0(,/+'( +0 /( 0,0((

'( Encu$

EDADES!re)unta * !re)unta + !re)unta ,

* + , Si '- !olvo #a&l$ li.u$6% 2% - 24 18 6 36 5 55 3 2 %55 25 - 35 14 18 23 3 52 % 3 %92 35 - 55 27 34 31 13 79 6 5 273 55b 16 3% 27 18 55 3 13 2

T)%&l 75 88 117 39 241 12 23 4\ T'/ %27 %31 %42 %16 %84 %31 %59 %1%

'( Encu$ EDADES

!re)unta !re)unta 0 !re)unta 1 !re)unta 2

+/dia diario sem$ S3 '- S3 '- S3 '-

6% 2% - 24 3 2 % 3 57 5 55 3 5755 25 - 35 2 % 1 7 48 6 49 15 4%92 35 - 55 9 2 2 9 83 21 71 31 6173 55b 16 1 1 8 65 18 55 28 45

T)%&l 3% 5 4 27 153 5% 23% 77 2%3\ T'/ %77 %13 %1% %%9 %91 %18 %82 %27 %73

L'( *0(,/+'( '0+'( )** +0 / 0,0( (0* ,/+'( ; /+'( +0 >'* (

)*0( 0 +0(**'//' +0 /'( +('( ),'( +0/ )*';0'.

5.3 ANÁLISIS DE LA OFERTA

D0+' ,0 0/ )'*00 +0 S0@ )'*+ )*'+,+ ; (, ++ +0 0?(0( ('

*0+,+'( ')*+'( ' '*'( )*'+,'( / ++ '>0*+ +0 S0@ 0( +>=/ +0

,>* ; ' (0 ,0 ' >'* (0,+* 0()0> )* 0(0 *,*'.

S /'( +0 ')00 0 / )*'+, +0 S0@ 0 / ,++ +0 L ! 0?(0 +'(

)*'+,'*0( +0 S0@ /'( ,/0( (' GA/0'( ,*/0( IRU!ANA / ,/ 0 / ,/++

' '>*00 / ++ +0 S0@ *0,0*+' )'* / )'/ (= '' )'' )'(00 /'( *0,*('(

0'/'( +0,+'( )* / +,(*/ 0 *+0( ++0(. !'* '* )*0 (0 00

GE'/'-N,-D0/ / ,/ 0( , *'0)*0( ,0 (0 +0+ / )*'+, ( +0

0* *0(/ +0 0(0 )*'+,'. E '( ('( ' (0 ,0 ' )*';0'( +0 (>

+0 / )*'+, +0 , )/ 0(*' +0 )'('0'.

29


30/36

.


T'+' 0 , 0+,/'*0( +0 '+' )' K*>/0( ; ,*/0( 0?(0 @*( 0)*0((

,0 0/'* 0('( )*'+,'( ; ,0 (' )'*+'( B'/@ / +0(*) +0 0('( )*'+,'(

>,0 +0(**'// 0 0/ /(( +0/ *,*' +0 0(0 >'*0 )0*' / ,> +0 / )'* '

(0 0,0* +()'( ; 0 0/ (' 0 0/ ,/ (0 00(*' '00* 0( >'* (0+00* ,+* 0++0( 0()0/+( )* / *0'/0 +0 +'( 0 /( >*'0*( ; +,(

+0/ )=(.

C&'" "#%&+&! 9*" %& "l ,),"$%) #" "#%>$ !"&l-&$) "#/*"!)# &!& +)$#"0*-! -+&

-$/)!,&+-$ ) &l0*$& "#%-,&+-$ +)$/-&'l"6 " /*"$%"# #"+*$&!- * )%! "$%-&"#6 9*"

#" !"#"$%&!&$ "$ "l #"0*$) -$/)!," " "#%" !)"+%).

5.3 ANÁLISIS DE LA DEMANDA

D0+' ,0 )'' (0 ,0 ' >'* +0 / +0+ +0 0+,/'*0( )* 0(0

)*';0' (0 (,* '' +'( (*'( +0 / +0+ >*( 0(+( )** +0 +'(

'0+' 0 /( 0,0( ; 0 /( 0('0( 00*/+( ,/+' >'*0( +0 ')*

' / )'/.

DATOS ISTÓRICOS DE LA DEMANDA

C'' >,0 0'+' 0*'*00 ', (0 ,0(* 0/ )*'0(' +0 /,/' +0 /'(

+'( (*'( )* / +0+M

C)$#*,) &+%*&l7 E/ '(,' ,/ +0 0+,/'*0( K0?/,;0+' 0/ :* 6 0( 0/ )'*00

+0/ 11.5 \ +0 )0*('( ;'*0( 2%


31/36

.


62.1%3ON1

ON1%3.7

ON1%%

ON3.11[

ON1%%

O2%N52.O.N24156396

4

'()/)&+01.-)*

T&

2'3

#+/)&+01.-)*

2'3

'()+2'3 P L2'3 =

−

××

>×−

−

D0 >'* (/* (0 '0+* / +0+ (* )* /( +0( , /0/ ' / (,00 0,M

.

] KD a 1%3.57 c 1.82 KA


32/36

.


0'+' (0 *0/* (,)'0+' ,0 / + +0/ )'*00 +0 / +0+ )'0/

+(),0( / ' K%45 \ *0(,/* )* /'( )*0*'( 5


33/36

.


S0 0+* '' )'/= '>*00* )*0'( 0(/0( )* 0/ 0*+' )* >/* / (00' +0

'(,+'*0( *lS%"-& / +,( +0/ )*'+,' (0 /* / )'(/++ +0 00* 0/

)*0' ( ' +0/ 0*+' '' )*0' +0 *'+, +0/ )*'+,'.

L'( )*0'( ' '' (,( )*0(0'0( +0 0+,/'*0( 0 (0 S0@ >,0*' 0?),0('(

0 0*'*0( ),'( K/(( +0/ (0'* 0+,/'*0( ,*/0( "#%)# !"+-)# #"!>$ l& '"

&!& "l $*"#%!)6 %"$-"$) #*#+"%-'-l-& & +&,'-) +*&$) #" !"&l-+"$ l)# &$>l-#-# " +)#%)6

-$0!"#)# *%-l-&"#.

PRODUCTO PAC+,S PRECIO

RE*ERENCIA

Stevia en

polvo en

so&res

2 3gr4

5) Sobres

2)) Sobres

8.5 Bs.

5).) Bs.

Stevia en

polvo a Granel

2) 3gr4

) 3gr4

(5.) Bs.

>2.) Bs.

Stevia

Gotas7) 3ml4 7).) Bs.

Stevia en

ta&letas5) tabletas ?5.) Bs.

5.5 COMERCIALIZACIÓN

33


34/36

.


D0+' ,0 0/ /0 )/>+' +0/ )*';0' 0( '('( /'( /0( +(*, (=

'' / ),/++ >'* +0 00>'( +0/ )*'+,' ; +0 0>0'( '@' +0/ :*

+00* *0/*(0 * ,+.

S0 0+* '' '0@' ,0 0/ )*'+,' (0 0,0*0 / /0 +0 /'( +('( 0(*'( +0 /

)'/ )* 0//' 0/ )*'+,' G*lS%"-& )'+* (0* +,*+' 0 /( +(( +0( +0

(,)0*0*+'( /0( ''M Q)0*? $ 0/ ; '*'(. T (0 )'+* +,** 0 '+(

/( 0+( ; (,)0*0*+'( 0'/'( +0( +0 >*( ; '+' )' +0 >0*( 0'/( ;X'

,*((.

E/ ((0 +0 +(*, )* 0/ )*'+,' (0 +0(*0 ', 0 / (,00 *>M

E/ *' 0*0 /'( *,/'*0( ; 0/ )*'+,' 0*0+'( +00*= /,* /'( (,00( ),'(M K

L'( *,/'*0( (/' @0+0* '( (0( @0*+0(P K C' , ?' +0 12 )'* 0' +0

0*/0( 0?0*'( K*( >/'*0( (0//( 0** '*( '( 0.P K E/ )*'+,'* )*

/'( *,/'*0( , )*0' )*00(/0+' )'* H/'*' ,0 (0* ,(+' ; 0(/0+' K+ L'(

)'( /'( )*'+,'*0( (0 * 0 0>0@'P ; K0 E/ )*'+,'* +00* +* /'( *,/'*0(

((0 .

IMÁGENES ILUSTRATIVAS

34


35/36

.


L)0) -#";&) &!& "l !)"+%) C*l%-) " #%"-& "$ &!&0*&

BIBLIOGRAFÍA

35


36/36

.


I>'* 0?*=+ +0/ (,' '/ +0 0(+=( KINE

I>'* 0?*=+ +0 0/')0+ @*,/ KUDA!E

!( +0 I0*0 '(,/+(M %%7WWW.#%"-&&!&0*&.+),

%%7WWW.#+-"l).'!

%%7WWW.#%"-&$.+).X!-$"

Proyecto de Proyectos Stevia

Documents

Transcript of Proyecto de Proyectos Stevia