ANÁLISIS DE OPORTUNIDADES DE EMPRENDIMIENTO QUE SURGEN A PARTIR DEL INCREMENTO DE CONSUMO DE CAFÉ EN EL ECUADOR. CASO: CAFECOM

Abstract

Within the coffee industry there is a trend of growth of 2.5% per year and although in Ecuador this percentage represents less than in other coffee countries, there is an evolution in the consumption of coffee. Consumption is more demanding and there is interest in processes, origins, presentation, among other aspects on the part of the consumer. This is why the main objective is to analyze if there are opportunities for entrepreneurship from the increase in coffee consumption to be applied to the Ecuadorian market. The research was developed through a case study of Cafecom, a trader of traditional coffee. We collected bibliographical information on the increase in coffee consumption, research on the benefits and prejudices of coffee, the coffee market in the country and its competitors, the market for liquid coffee, Cafecom and cold brew coffee. In addition, interviews were conducted with experts and the Canvas Model applied to the product and company mentioned. Finally, the conclusions establish that cold brew coffee is an attractive undertaking for companies that are already established in the market, but it requires a lot of investment of time and money.