Plan de negocios para la Curtiembre “Zúñiga Hnos.”, Ambato, provincia de Tungurahua, periodo 2019-2021

Abstract

This research project is focused on the development of a business plan for Zúñiga Hnos Tannery., Ambato, province of Tungurahua, period 2019 -2021, which aims to improve the administrative and sales management of the company. An interview to the general manager was conducted for the research as well as surveys to the clients that helped to obtain real information about the current situation of the tannery. As a result, several weaknesses were found in the administration of the company, such as the lack of internal and external analysis (SWOT) of the same, lack of objectives and strategies. It was determined that having an empirical administration has caused the decrease in sales, for which it must have tools that help the improvement of the organization. The proposal is presented in a technical plan, administrative, production, marketing, advertising, market research, and finally the financial plan. It is recommended that Zúñiga Hnos., Tannery applies the proposal of the business plan that will help to promote the different areas of the same, it is also suggested that an analysis and study of the market is made periodically to attract new customers and improve their sales.