Plan de negocio para la empresa Pollo Dorado en el cantón Riobamba, provincia de Chimborazo, 2022-2024.

Abstract

The objective of this research work was to design a business plan for the company "POLLO DORADO" in Riobamba City, Chimborazo Province, 2022-2024, to know customer satisfaction. For the work development, the deductive method that goes from the general to the particular was taken, the formula of finite populations was taken to draw the sample, the mixed research approach was taken to take into account the tastes and preferences of consumers; the research level was descriptive; The type of investigation was documentary and field since the findings of the investigation carried out in Pollo Dorado company of Riobamba canton were documented. The market study was carried out to know the acceptance that the company has and the level of customer satisfaction; in which the results were satisfactory because potential users responded favorably, and the environment and hygiene, quality, and flavor were identified as important factors in customer preferences, quality, and flavor are considered very important factors in the purchase decision, it was also known that the media The favorite communication method for the client to find out about promotions is through social networks. These data contribute to the approach of the proposal with the development of the Marketing plan with brand positioning strategies, product differentiation, and market penetration; The business organization plan continues by describing the organizational structure, location, the operational plan where the SWOT analysis and strategic objectives are described to deal with external aspects that differ from the company, the human talent plan where the manual of processes and functions is described, and finally the financial plan to verify the feasibility and business profitability