Elaboración de un plan de negocios para la Empresa Rubens Sport en la ciudad de Riobamba, provincia de Chimborazo, periodo 2019-2021

Abstract

The present investigation focuses on the preparation of a business plan for Rubens Sport, in the city of Riobamba, province of Chimborazo, period 2019-2021, whose purpose is to determine the acceptability of the marketing of sportswear and economic growth of the company. To carry out this work, a survey was applied to the population of the Riobamba canton in order to obtain the information, in addition to a FODA analysis that allowed to see the different scenarios and to use specialized strategies in each work area. An analysis and study of the marketing mix variables was carried out, allowing to identify the lack of personnel due to ignorance of other languages, which causes obstacles in the distribution channels, being these designed to reach the final consumer, taking into account that it is a product of mass consumption, in the organization there is no adequate management of the strategies, functions and responsibilities causing a decrease in the marketing of sportswear. The results were obtained with a VAN of $ 82,189.37 and TIR of 51%, with a 3-year 1-month recovery period with a cost-benefit ratio of 1.34, which shows that the project is viable. It is recommended to formulate strategies to carry out the execution of the business plan, comply with the short and long term objectives, fulfilling their activities optimally and strengthen the organizational structure to achieve the economic growth of the company. KEY WORDS: