“Plan de negocios para la ferretería "Urgilez" del cantón Sucúa, provincia de Morona Santiago, período 2022 - 2026”

Abstract

The business plan for the hardware store "Urgilez" in the canton of Sucúa, province of Morona Santiago, period 2022 - 2026" was developed with the objective of proposing strategies to increase institutional profitability. For the development of the research, methods, techniques, and instruments were applied, such as the interview to the general manager and a survey to the inhabitants where it was known that the company does not have indicators that allow it to create, measure and evaluate the commercial strategies, besides the inexistence of business management policies has prevented to increase the profitability and a correct decision making. By applying each of the phases of the business plan it was possible to build innovative market strategies, structure the organization properly through the creation of the corporate philosophy, as well as determine each of the appropriate processes to provide a quality service to the customer, which determines it feasible and viable because it has an NPV of $ 77,871.47 being greater than 0, it is feasible, the IRR has a percentage of 16.79%. Through an analysis of the environment developed in the hardware store, it can be indicated that the company's profitability has been threatened due to the high level of overdue portfolios for not managing inventory control, which causes excess stock of merchandise in several products because the company does not have the application of strategic tools and financial indicators that allow it to improve its management and profitability. It is recommended that the general manager implement the proposed marketing plan which focuses on the use of advertising in different media in order to position the hardware store in the market and follow up on the overdue portfolio.