Plan de negocios para la “Clínica de Especialidades Alexa Parra Rivera (CEAPR)” del cantón San Miguel, provincia de Bolívar, periodo 2022 – 2026

Abstract

The objective of this research is to develop a business plan for the Alexa Parra Rivera Specialties Clinic in the San Miguel canton, Bolivar province, for the period 2022 - 2026. In this sense, an interview was conducted with the director of the clinic, the staff working in the company and a survey of the PEA of the San Miguel canton in order to know the particularities of interest for the approach of business strategies and tactics. The implicit objective of the research was to extract information on all the factors that affect the clinic under study from an external and internal point of view. For this purpose, a situational diagnosis was carried out in which qualitative and quantitative data were obtained within a non-experimental cross-sectional research that guarantees the quality of the business plan proposal. Therefore, a documentary and field research was established to understand the development of the clinic in the market from an external and internal point of view and thus leverage the design of each strategy in the developed plans. The results obtained justify the relevance of the research work since they support the continuous improvement, thus, the different strategies and tactics correspond to the need of the clinic and not to a personal criterion, they are also supported by the investment viability indicators that resulted in a net present value greater than zero, an internal rate of return higher than the passive rate and a recovery in less than 2 and a half years, thus giving the viability for the execution of the present business plan that will be of great utility for the clinic's purposes of positioning itself in the market, strengthening the different areas and increasing profitability.