Plan de negocios para el posicionamiento en el mercado de la empresa Laboratorio Técnico Diésel, cantón Riobamba, provincia de Chimborazo, periodo 2019-2022

Abstract

The present business plan for the company called Laboratorio Técnico Diésel, located in Riobamba canton, province of Chimborazo, term 2019-2022, aimed to analyze the current situation of the company to improve its brand positioning in the market. The problems of the study arises from a poor administrative management. For the development of this plan, an external and internal analysis was conducted by using a series of tools such as the Pestel analysis, the Five Forces of Porter, SWOT analysis. In addition, some surveys were applied in order to identify the areas to be improved by the company, as well as the demand and supply to make the respective projections. A marketing plan was designed to determine the real situation of the company, as well as the supply and unsatified demand along with the different advertising strategies that will allow to improve its positioning in the market. The financial plan and the technical study determined the financial indicators, which resulted in a positive Net Present Value (NPV) of $24,377.91, Internal Rate of Return (IRR) 30.973%, Benefit/Cost of $1.30, Breakeven Point for the first year of $11,445.05 and an Investment Recovery Period (IRP) of 2 years, 5 months, 6 days. After the analysis of these indicators, it is concluded that this research project can be feasible as it will contribute to improve the current situation of the company, therefore, its implementation is recommended.