Diseño del plan de fortalecimiento empresarial del área administrativa de la Asociación de Producción Textil "Buen Vestir", parroquia Licán, cantón Riobamba, provincia de Chimborazo, período 2018-2023

Abstract

The following research work entitled design of the business strengthening plan of the administrative area of the textile production association "BUEN VESTIR", Licán parish, Riobamba Canton, province of Chimborazo, period 2018-2023, aims to create marketing and strengthening strategies to increase the sales of the organization. For this target, the qualitative method was used by means of the application of a survey with a sample of 15 wholesale clients from the population of the province based on principles and cooperative values of the popular and solidary economy. In addition, the internal and external diagnosis was made through the SWOT analysis where it was determined that there is no any clear strategic direction for the administration of management tools that allow them to think in the short, medium and long term. The analysis of the administrative study, legal, marketing mix, technical study, financial economic allowed to establish a Net Present Value (NPV) of $ 50,608.40, an Internal Rate of Return (IRR) of 20%, a Period of Recovery of Investment (PRI) of 4 years and a Benefit Cost Ratio (BCR) of $1.30. The marketing mix application will allow the market strategies to be effective to reach to the final consumer and being able to meet short or long term objectives. It is recommended to take advantage of technology, market, and fashion with adequate marketing strategies to effectively promote the sale of traditional indigenous clothing at local, provincial, national and international levels.