Elaboracion de una plan de negocios para la “Industria Maderera Buenaño” periodo 2020-2025

Abstract

The development of a business plan aimed to improve the management within the "Buenaño" Wood Industry, for the commercial development of its products to meet the needs of the market, this was modified through the implementation of a qualitative and quantitative methodology applied through a survey applied to the inhabitants of the city of Riobamba, and a SWOT analysis where the non-existence of product marketing strategies, lack of adequate training in personnel, reduced distribution channels, no indicators are applied that can indicate the level of sales. The elaboration of the Canvas model focused on a market study, it was possible to identify the unsatisfied demand, the technical, legal administrative study and the financial economic study were carried out that allowed establishing the viability and profitability of the project, where the capital structure will be lost. more appropriately, a projection of the income statement and cash flows was made, achieving a (NPV) Net Present Value of $303,344.90, considering a discount rate of 12%; an Internal Rate of Return (IRR) of 43%, a Cost Benefit Ratio (CBR) of $1.93 and an Investment Recovery Period (PRI) of 2 years and 2 months demonstrating viability through the development of new sales and marketing strategies that will help greater economic growth through the application of marketing within the business plan, which will serve as an instrument of innovation, thus optimizing the resources that the company has. The execution of the proposed marketing is recommended, an innovative instrument and in this way apply the indicators to have a greater growth of the market