“Plan de negocios para la cafetería “Mopa Dulce Paladar”, cantón Riobamba, provincia de Chimborazo, período 2022 - 2026.”

Abstract

The business plan for the cafeteria "MOPA DULCE PALADAR", Riobamba canton, Chimborazo province, period 2022 - 2026, was developed with the objective of developing efficient marketing strategies, to obtain greater participation in the market. For the development of the research, methods, techniques, and instruments such as the interview directed to the manager, a survey of the population, and a SWOT analysis where the following findings are found: inefficient distribution channels, low customer portfolio, inefficient customer service, time delay in delivery of orders, inefficient administrative management, resources are not optimized, they do not have commercial strategies. In order to solve the problems, the business plan was executed, where a marketing plan was proposed with innovative strategies according to the business line, which will make it possible to establish the activities efficiently, with the purpose of achieving greater participation in the market, making the brand known in order to become one of the leading companies in the city, the proposal of the corporate philosophy must be fully complied with. In the financial administrative plan, it was possible to verify that the investigation is viable and feasible because the projections of the financial statements result in favorable income with an average discount rate (TMAR) of 9.37%, a positive VAN of $ 35,116.79 and an IRR of 26.61%. The general manager is recommended to take into account the 5 phases proposed in the investigation since it will help the proper functioning of the business and with this what is sought is to improve the largest participation in the market and promote the growth of the cafeteria by making effective decisions in compliance with the proposed marketing strategies.