Diseño de un plan de negocios para la Empresa de Calzado “GUSMAR”, del cantón Cevallos, provincia de Tungurahua, período 2017-2019

Abstract

The aim of this research project was to design a Business Plan for the footwear company “Gusmar” in Cevallos Canton, Tungurahua Province, to be used in the change of the productive matrix which will strengthen the company in the short, medium and long term. A market study was conducted in the Cantons of Ambato and Cevallos in order to determine the supply and demand of footwear in the area. Utilizing a theoretical basis and the result obtained through the market study, a situational diagnosis was carried out to determine the company´s Strengths, Opportunities, Weaknesses and Threats. As a result the following business plan has been created for the different elements of the company: application of improvement strategies via the marketing plan, through which the company will improve their commercial position. In relation to the technical plan, the company will focus on having well-structured production processes and quality machinery, and the administrative plan will focus on the provision of the mission, vision, values, organizational chart, and an operations manual outlining the different positions in the company. In terms of finance, the income, expenses and the evaluation of the financial review demonstrated an NPV of 50533.84, IRR of 31% and Cost Benefit Relationship of 1,64. As a result the following was recommended: ongoing market studies and formulation of marketing mix strategies and action plans, which will contribute to overcoming the existing problems, improve the management of the company in its different areas and increase commercialization.