Plan de negocios de la Empresa Mas Comunicación Global (MCG) agencia de publicidad periodo 2020 2022

Abstract

This research entitled business plan of the company Más Comunicación Global (MCG) was carried out in order to strengthen the organization in an integral way in each of its areas. The research modality was qualitative and quantitative and techniques such as interviewing and observation were used, which allowed to know the strengths and weaknesses of the organization; in addition to this, the target market was established through a market study where it was determined an unsatisfied demand of 278 companies that have sales through the Unique Registry of Taxpayers (URT) and affiliates in the Ecuadorian Institute of Social Security (EISS) in the year 2019. In the proposal framework, it was developed the administrative plan where the organizational structure, corporative values and manual of functions were stablished; furthermore, the marketing plan where the SWOT analysis is presented as well as the strategies to strengthen the business image, the operational plan that will allow to know the procedures to follow for the offer of the service, and finally the financial evaluation of the proposal and the assessment of the project that presents indicators such as: Net Present Value (NPV) of 11,981.68 USD, Internal Rate of Return (IRR) of 20.64%, a 4-year Investment Recovery Period (IRP) and a Benefit Cost of 1.19 USD. Therefore, it is recommended, once determined its feasibility, to execute the business plan in its entirety to cover a part of the potential unsatisfied demand and improve the positioning of the agency.