Diseño de un plan de negocios para el Almacén de Pinturas “Sol Color” en el cantón Salcedo, provincia de Cotopaxi

Abstract

The business plan for the “Sol Color” painting store in Salcedo, Cotopaxi province, with the purpose of strengthening its sales and positioning. A situational analysis of the company was carried out both internally and externally and a market research was used one was directed to the current clients and the other to the potential ones in order to obtain veridical information of the different tastes and preferences of the respondents and thus to be able to propose the respective objectives and strategies for each one of the plans. Within the different plans, strategies of differentiation were developed; publicity and promotion; training; Customer Support; Operational improvement; Product location; Corporate strategies; Manual of functions, internal policies and financing strategy. The financial economic study of CB = 1.08, TIR = 237.56%, PRI = 0.23 was performed, these results being positive. It should be noted that after the implementation of this business plan, the "Sol Color" painting store will show itself in this very strong, competitive and active market segment with the use of each of the strategies already made known. It is recommended to fully implement the strategy group of this business plan, taking into account that financial indicators project excellent results after the use of them, the period of return on investment will recover in a viable period.