Diseñar la estrategia de expansión para la empresa CarNatural S.A.S, y posicionarse como una marca saludble en Quito.

Abstract

Abstract:This thesis describes the feasibility of developing and expanding the Carnatural S.A.S. project with its plant-based beverage. This product was developed from coconut. Its characteristics are: lactose-free, with no added sugars, and gluten-free. The demonstrated growth in plant-based food consumption, coupled with the high incidence of lactose intolerance, has created an underserved market segment in Ecuador. Internationally, the vegan fermented beverage market reached an approximate value of USD 3.7 billion in 2024 and is projected to grow by approximately 21% annually until 2032. The coconut-based plant-based beverage shows favorable growth, with the potential to double its value by 2033. Several studies estimate that between 50% and 80% of the population in Latin America has hypolactasia, which strengthens the demand for dietary alternatives aimed at digestive well-being. Delina focuses on three fundamental pillars: health, convenience, and sustainability through an impact-driven model. At its current processing plant, Delina processes local foods, uses user-friendly packaging, and focuses on adding value to coconut derivatives through new product lines such as isotonic drinks, coconut milk, shredded coconut, and activated carbon. This allows Delina to complete the coconut lifecycle while simultaneously benefiting rural farmers in Ecuador. Delina's sales grew by 360% (2024-2025), validating the proposition; current barriers are production capacity and market coverage. This study analyzes the environment, defines the problem, sets objectives, and outlines the target urban market.