Modelo de negocio para la microempresa de Dulces de Guayaba “Rosita” del cantón Riobamba, provincia de Chimborazo, período 2020-2024

Abstract

The present study is based on the design of a "Business Plan for a microcap called "Rosita", which elaborates sweets made of guava fruit, and it is located in Riobamba city, province of Chimborazo", in order to improve the profitability and efficiency of its business management. For this reason, the study was carried out through surveys applied to collaborators and consumers, and an interview to the owner about internal aspects. Afterwards, the Canvas model was used, then a SWOT analysis was carried out using matrices and competitive forces, in which several inefficiencies were identified within the business such as the lack of a strategic framework that contains the mission, vision, values and principles of the company, the lack of an organic and functional structure, it did not determine objectives, activities and deadlines to fulfill them, the absence of a model of financial statements and the lack of marketing strategies that showed the low profitability of the business. After that, the action plan was determined for the short, medium and long term, the marketing plan, the administration plan, the production plan, the financial plan and the evaluation through indicators that showed that the proposal is profitable giving the IRR of 21%, the NPV of $4,119.22, the benefit-cost of $1.30 and the investment recovery period is 3 years, 1 month with 17 days. Finally, it is recommended that the microcap implements the design of the proposed business model and socialize it with all the collaborators to improve the administrative, production, sales, marketing and financial areas in order to achieve its development. and growth within the market