Elaboración de un plan de negocios para la microempresa productora de quesos San José del cantón Pallatanga provincia de Chimborazo, período 2014 – 2015

Abstract

This paper called Business Plan for San Jose cheese producer microenterprice, Pallatanga Canton, Chimborazo Province period 2014-2015, is based on three important aspects: defining the current situation of microenterprise and strategic plan , developing a marketing plan that describes the distribution process and product marketing, and developing the production plan and financial study, taking into account from the start of its activities there has been an empirical and intuitive operation within it. The results obtained through research revealed the lack of an adequate system of information, and the lack of a marketing plan. A situational analysis and design of the business philosophy along with marketing strategies and market research was conducted, also, it was determined the production process used in the cheese production and the respective financial study, this allows to know the current situation and generate conclusions and recommendations to mitigate the problem. Therefore, it is concluded that the implementation of the plan will allow to improve the microenterprise and contribute to the decision-making.