BUSINESS CASE

The purpose of this research is to find the most viable alternative for the productive reconversion of the Colimes canton; persisting until today as one of the poorest for the province of Guayas, due to the permanent continuity of the productive matrix of the sector, based on traditional monocultures with conventional empirical techniques and that, by several management indicators, are not profitable for farmers. In order to find the best opportunity, alternatives for productive reconversion were proposed through the business case method. Then, assumptions were made to evaluate feasibility and determine performance through qualitative and quantitative criteria of economic and strategic analysis.