Plan de negocios para la quesería “San Diego” en la parroquia San Juan, cantón Riobamba, provincia de Chimborazo en el período 2020

Abstract

The present study called a business plan for a cheese factory called "San Diego" located in San Juan, Riobamba city, Chimborazo province, period 2020, seeks the possibility, the proper financial and productive administration, but especially the marketing of the product. For the elaboration of the plan, a documentary field research was carried out applying surveys to the population in San Juan where after the data analysis the demand was determined being important for the elaboration of the business plan. In the development, strategic-operational, marketing, organizational and financial management was applied, seeking greater growth and positioning of the product within the market, resulting in a positive Net Present Value of $8,451.09, an Internal Rate of Return of 30%, a Benefit/Cost of $1.37 for each dollar invested and a Payback Period of the investment in the estimated time of 2 years and 7 months, which means that the development of this research is viable and profitable in the market. and profitable in the market. Currently, the "San Diego" cheese factory located in San Juan, Riobamba, Chimborazo province, has its own head of milk-producing cattle, as well as its own land and infrastructure that is in good condition and proper operations. It is recommended that people in charge of the project consider the implementation of new marketing strategies such as: opening new stores and increasing the number of delivery vehicles to supply the product at a national level, thus covering the market niches.