Plan de negocios de la Empresa PROALIM, ubicada en la ciudad de Riobamba, provincia de Chimborazo, período 2017-2020

Abstract

This research contains the development of a “Business Plan of PROALIM Company” located in Riobamba city, Chimborazo province from 2017 to 2020 in order to improve the situation of the company. This was developed through a market study, which resulted in a demand of 1994 500-gram pieces of cheese a day, 863 bottles of yogurt of two liters each and 10607 1-litter packages of pasteurized milk using methods and tools for the development of each of the plans set out in the proposal. The proposal is based on a current situation analysis composed by: a Strategic Plan where the mission, vision and objectives are presented, a Marketing Plan which will help in advertising and company´s image, an Production Plan with the production processes of each product and finally a Financial Plan where production costs and their respective profits are established, obtaining income statements used for projecting three years with a Net Present Value (NPV) of $ 125.547,89, An internal rate of return (IRR) of 51% and cost/benefit ratio (RB/C) of $ 1,49. So, it is recommended to properly establish their functions as well as the costs and expenses used in production to establish the sales price of the product, the appropriate utility that is directly related to the competition or the respective competitive market.