Plan comercial de la Empresa “Soluciones Financieras” de la ciudad de Quito, provincia de Pichincha, periodo 2019-2023

Abstract

This research project called business plan within the company "Financial Solutions", specializing on the marketing field of Best Meridian International life insurance (BMI) and Diners Club International credit cards in Quito city. It is aimed at providing commercial strategies to the entity in order to increase sales. For which the methodology used is based on the application of surveys conducted to a sample population to determine the products demand, an internal and external SWOT analysis of the business entity was also performed. It was identified that the institution does not have commercial strategies, administrative tools, marketing strategies, leading to mismanagement and bad decision-making, causing this way a decrease in the sales level. The market study based on the technical, administrative and financial grounds was developed which permitted to establish the viability and financial economic profitability, resulting in a Net Present Value (NPV) of $ 455,459.75; an Internal Rate of Return (IRR) of 23%; a Cost-Benefit Ratio (CBR) of $ 5.26; an Investment Payback Period (IPP) of 2 years, 5 months and 9 days. The investment for carrying out marketing mix strategies are conducive and these will be executed in different news media that make the small business known through physical and online advertising. It is recommended to implement the proposed business plan to help the sales growth and therefore to boost their income and profits, as for the technical and financial parameters, it is confirmed that the project is viable, profitable and will help for better business decision-making.