“PROPUESTA DE FORTALECIMIENTO COMERCIAL DE LA EMPRESA “VERDE, TE QUIERO VERDE” MEDIANTE EL INCREMENTO DE VENTAS Y CAPACIDAD DE ATENCIÓN A LOS CLIENTES ANTE LA CRECIENTE DEMANDA”

Abstract

This business case focuses on the proposal for the commercial strengthening of the company “Verde, Te Quiero Verde” in response to the sustained increase in sales and the growing demand for its products. This venture, launched during the COVID-19 pandemic in 2020, specializes in the commercialization of products derived from green plantains, such as tortillas, bolones, and tigrillos, taking advantage of the shift in dietary habits toward healthier and more accessible options in Ecuador. Despite its growth and the quality of its offerings, the company faces limitations due to insufficient physical infrastructure and the lack of proper planning at the start of its operations. This limitation is identified as the main problem, as it restricts current production capacity, prevents meeting unmet demand, and hinders the possibility of sustained growth and income generation. To overcome these operational constraints and achieve the expansion objective, three strategic alternatives were analyzed: acquiring its own infrastructure and equipment through productive credits, leasing a larger facility, or maintaining the status quo. The most beneficial alternative was identified as acquiring its own infrastructure through credit. This decision is strategically sound in the long term, as credit repayment is considered an investment that increases the business’s equity, unlike leasing expenses. It is estimated that purchasing a 250-square-meter facility and acquiring the appropriate equipment will allow “Verde, Te Quiero Verde” to increase production capacity by up to 100%, eliminate reliance on third parties, improve customer experience, and consolidate its market position within an average period of two years.