Universidad Católica Boliviana "San Pablo"

Abstract The demographic increase in the city of Santa Cruz, as well as the increase in the demand for food, had been important factors for the beginning of this investigation. Taking into account the presented background, it has been decided to study the feasibility of the creation of a company of production and commercialization of pretzels. This investigation consists of the following points: Market study of the demand, in which the we visualized the unsatisfied demand, it was even possible to see that there is currently no company in the market they offer the production of these type of food. Surveys were made and showed us the potential consumers and the range of prices they will be willing to pay. Size and location, in this stage it was possible to determine the percentage of unsatisfied demand that is intended to fulfill. The most feasible sales points, to begin with, were also highlighted. Strategy and marketing, it was possible to determine the brand of the product, its approach and the different presentations that the product could have. Project engineering, at this point the inputs and processes required to start the production were determined. The organization stage brings us the formation and constitution of the company, the numbers of employees required and the minimum requirements needed by law. Investment and financing, is identified the amount required to start and operate the business. Bank loan is also proposed to leverage the project. In the financial statements and evaluation of the project, are shown the company's profits and indicators. As a result, it was possible to visualize that the company will have positive returns and it will be profitable, for which its creations and growth in the market is feasible. Keywords: pretzels, business creation, food demand.