Plan de negocios para la creación de una línea de consumo saludable, en la panificadora Dora Pan, Santa Marta

Abstract

This business plan aims to generate a model for the creation of a line of bakery products beneficial to health in the organizational context of the bakery DORAPAN, located in the city of Santa Marta. In view of the limited supply of health-oriented bakery products in traditional bakeries, it is intended to open the current product catalog, and propose a line of consumption with different commercial proposals containing healthy and artisanal trends; likewise, to work under the objective of strengthening the existing business model with the implementation of operational, tactical and strategic strategies to meet the new line of consumption. In this prospective study, a mixed research typology will be used, applying both quantitative and qualitative scientific research models, in addition to the implementation of business framework tools in commercial, operational and financial areas to demonstrate the feasibility and in turn define decision criteria. At the institutional level, this document bases its applicability according to the guidelines for research in Innovation Management.