Diseño de un plan financiero para incrementar la rentabilidad de la empresa TotalHome de la ciudad de Riobamba, período 2020 – 2024

Abstract

The present study is aimed to design a financial plan to increase the profitability of Total Home, a company located in Riobamba city. The study arises from the need to enhance the human, technological, financial and economic resources that the company owns. To determine the relevant aspects aspect of the company, a diagnosis of the financial statements was carried out. The following methods were applied: On the one hand, the inductive method that allowed starting from particular facts to later attach them to formulate the financial plan, and on the other hand, the deductive method that consisted in starting from general to particular facts to determine if actions were effective. To collect the information, interviews were applied to the CEO and the financial department, and surveys applied to the people who work in the company, which served to identify existing shortcomings in terms of information and communication systems, as well as the lack of a manual of functions. Afterwards, a strategic analysis was carried out through the use of the SWOT matrix that served to identify internal and external factors of the company in order to promote strategies. Then, the financial analysis was carried out to achieve a relative and absolute valuation of accounts that belong to the financial statements to continue with financial aspects where an increase in the percentage of portfolio turnover was observed. After that, some projections about income statements and initial statements were developed. With the obtained results, some strategies were proposed to assist the administrative management to control activities in order to optimize resources, and thus obtain economic benefits for Total Home company