Elaboración de un plan de negocios para la reestructuración y fortalecimiento del Hostal Caracas Suite del cantón Riobamba, provincia de Chimborazo, período 2016 – 2021

Abstract

The present investigation is about the designing of a business plan that shows the needs and perspectives of the market with the purpose of improving the financial and administrative situation of the Hostal “Caracas Suite” in the Riobamba Canton, Province of Chimborazo. It was developed through surveys taken on clients and collaborators, a SWOT analysis that presented the different scenarios and the use of specialized strategies in each are of work. An analysis and a study of the variables of the marketing mix were carried out, allowing the identification of the lack of personnel due to the lack of knowledge of other languages. The formulation of strategies was recommended in order to carry out the execution of the action plan as well as fulfill the short and long term objectives, complying with their activities in an optimal way and strengthening the organizational structure.