“Plan de negocios para incrementar la rentabilidad en la empresa “Cartagena García S. A.”, de la ciudad Rocafuerte, provincia de Manabí, periodo 2022-2024”

Abstract

This work aimed to establish a business plan to increase profitability in the short and medium term in the company "Cartagena García S.A.." The methodology implemented had a mixed approach; a non-experimental research design was used in which the variables were not manipulated, and it was possible to observe the facts as they occurred; a cross-sectional study was applied where it was possible to identify the current situation of the company, the population under study were the active personnel of the entity when using the instruments such as the survey and interview to General Manager. A general diagnosis of the micro and macro environment was made through the SWOT matrix. The results determined that the company does not have inventory control, no training for staff, no internal policies, and does not manage profitability ratios. The content of this research project is based on the SWOT analysis, marketing strategies, profitability ratios, and projected financial statements from 2022 to 2024. The marketing and financial plan were elaborated, which were of great help for the development of the entity, the commercialization of the products, and the supply and logistics of the company, which were thoroughly analyzed to implement them. Finally, it is concluded that plans, programs, projects, and budgets were developed so that the personnel can be trained, grow as an entity and increase its profitability in the short and medium term. It is recommended that the company apply the business plan because it will help efficiently and effectively use all the necessary resources, resulting in a competitive organization for the market.