Modelo de negocio para mejorar la gestión empresarial de la Farmacia Pharmaliz, cantón Baños de Agua Santa, provincia Tungurahua, periodo 2021

Abstract

The present study focused on designing a business model through different qualitative and quantitative tools in order to improve the management in a pharmacy called Pharmaliz situated in Baños de Agua Santa, province of Tungurahua during the period 2021. For the development of the study, the necessary information was collected to verify the current situation of the business, to do this a discussion was held with the owner of the business, as well as several surveys applied to the population of the canton through google forms. With the results obtained, the shortcomings were determined according to its profitability and business management. A model of business based on specifying a solid situational diagnosis through the matrices of evaluation of internal and external factors, this is how the proposal supported the development of the business model oriented to the marketing mix. Based on historical data, it was possible to build several goals to be achieved, so that the company increases its profitability by investing in new strategies that were intended to be implemented through indicators such as the Net Present Value (NPV) with a value of $ 7,887.96; Internal Rate of Return (IRR) with a percentage of 29%; Cost Benefit Ratio of $ 1.86 and the Period of Recovery of the Investment (PRI) that will be in 3 years, 6 months and 4 days. This financial evaluation indicated that the application of the business model is profitable.