Plan de negocios para la empresa “Agualuz” de la ciudad de Riobamba

Abstract

The present study is called the design of a business plan for a company called Agualuz located in Riobamba city, province of Chimborazo, with the purpose to provide a tool which allows to improve the level of administrative, operational, financial and marketing management of the company to achieve efficiency and adequate control in the organization. It was developed based on the field research methodology through 382 customer surveys, as well as 21 surveys conducted with company employees and an interview with the manager. The surveys had the purpose to identify and analyze the potential demand for the company, the preferences of current customers and the market, also the way in which the company is managed, the opinions of the employees and the factors that should be considered for a proper administration. The results of the field research allowed to identify the population's preference for Agualuz products, as well as the management model used in the company. The Business Plan will serve as a planning tool for the development of objectives and strategies that ensure that the expected results. The empirical administrative model applied by the company must be changed and implement new strategies to attract potential clients. It is recommended to apply the management models proposed in this study for the effective development of activities through the proposed marketing strategies.