“Diseño de un plan de negocios para la comercialización de frutos secos en la microempresa “Grugar” en la provincia de Bolívar, cantón Chimbo periodo 2021-2025”

Abstract

The main objective of this research was to develop a business plan for the company GRUGAR, in the canton of Chimbo, of Bolívar province, to achieve its positioning, order its resources and manage its commercialization thus improving the profitability of the shareholders and direct partners of the company. This objective was possible thanks to using a qualitative approach methodology of non-experimental design of a descriptive type. The research techniques such as the survey, the interview, and the observation form were essential to collect data promptly and identify the main internal and external factors related to the company's marketing process and the possible actions to improve the financial cycle of the organization. The findings led to a business plan structure that identified each component to define its administrative training and economic evaluation. Its principal balances show the feasibility and the possibility of reaching commercialization with a positive NPV for investors. The conclusion that the proposal presented is beneficial for investors and administrators of the Grugar company since they can achieve a positive return in the marketing line of nuts, and it is verified in the financial evaluation, giving an IRR of 14.6%. Thus, achieving compliance with the proposal made and achieving the creation of a technical document that can be used in future research as a guide for creating business models for different companies.