Elaboración de un plan de negocios de la “Casa Musical Montalvo” 2022 – 2026

Abstract

In this research work, a business plan was proposed for "CASA MUSICAL MONTALVO" during the period 2022 - 2026, in Guaranda, Chimbo and San Miguel cantons of Bolivar province. In order to improve the management of the microenterprise, a market study has been developed by conducting surveys in the analyzed cantons to identify the tastes, musical preferences and consumers’ acceptance. Subsequently, the SWOT was carried out to analyze the internal and external factors of the organization and to determine the growth rate and market shares. The problems mentioned in the work are the following: poor management, low growth of the client portfolio, empirical decision making and for being the market small, the competition is high and therefore sales are reduced. The business plan proposes the implementation of strategies to expand the client portfolio, inform and persuade future clients. In addition, the Canvas Business Model was implemented, which allows to enhance both economic and administrative activities, for that reason, the implementation of the strategies and the proposed model is recommended