Diseño de un plan de negocios para la empresa Jatun Sacha de la ciudad de Ambato

Abstract

The design of a business plan for the Jatun Sacha company of Ambato city was carried out to obtain financing to improve the positioning of the company. It was necessary to investigate the market to which the company is directed, by applying a survey with a sample of 379 inhabitants taken from the Huachi Chico Parish in Ambato city. The entity was analyzed in its internal and external environment with the application of the SWOT. Once the investigation was carried out, the following results were obtained: Jatun Sacha is not known in the city, the primary competence of the company is small nurseries, agrochemical stores, and informal gardeners. The low capital to offer a variety of products does not allow the company to expand its client portfolio. The proposal is aimed at positioning the company through strategies focused on contributing to this end, such as the redesign of the company corporate image, company's staff training to improve the stay and interaction of customers within it. It is concluded that the entity has not put its focus on the administrative area causing internal problems that affect the corporate image of the company, so it has failed to position itself in the minds of the Ambassadors. The proposal's application and its strategies, designed to place the company in the Ambato city, are recommended as this is expected to achieve that the company gradually reach its objectives, and obtain the expected profitability