Diseño de un plan de negocios para la Lavadora y Lubricadora “Auto Spa Rápidos & Económicos” en el cantón Riobamba, provincia de Chimborazo en el periodo 2014 – 2015

Abstract

This research is about designing a business plan for the washer and lubricator, “Auto Spa & fast economic” in the canton Riobamba, Chimborazo province in order to place the name in the minds of the citizenship and at the same time to increase market share. A situational analysis to external and internal level was developed, a market research to two segments was applied, one for existing customers and the other for potential ones; these findings allowed to collect real information on the tastes and preferences of consumers, raise the objectives, strategies and tactics to continue improving the washing machine. A business plan strategies of differentiation, diversification, pricing, promotion, advertising, customer training, organizational guidelines for the various production areas and strategies of capital contribution was designed. The design of this business plan will allow the machine to be competitive against its major competitors in the market remains active, achieving strengthen sales, market share and positioning the business in the city of Riobamba. It is recommended to apply different strategies and tactics developed in the business plan, considering that financial indicators show favorable results for the execution which are mentioned: in the case of the present net value, it has $ 11 366.05, the internal rate return is 39% and the payback period of the investment is in one year, one month and 16 days.