Diseño de un plan de negocios para la Cervecería Artesanal “La Mestiza” en la ciudad de Riobamba

Abstract

The present title work is focused in the design of a Business Plan for the Craft Brewery "La Mestiza" in Riobamba city, in order to strengthen the organization and make it fruitful by obtaining a business procedure, which seeks to investigate and find explanations to internal and external situations that affect the proper functioning of the brewery. Its purpose is to strengthen the organization and make it fruitful by obtaining a business procedure, which seeks to investigate and find explanations about internal and external situations that affect the proper functioning of the brewery. Under a methodology that describe an explanatory quantitative approach with instruments such as: direct observation, surveys aimed at both the internal staff from the organization and the potential client with directed interviews to senior management; allowing the reach of information, as well as the requirements and needs of the customers. Through the application of some formulas, it was proceeded to calculate the supply, demand and unmet demand. In addition, the most appropriate marketing strategies were designed; the legal, organizational and technical study was carried out, where the most appropriate processes were identified, the distribution of the place, the needs of materials, machinery, equipment, among others. Considering a new scenario in the market, the financial study is projected and established an investment of 166,278.64 dollars, which can be financed by 30% by shareholders and 70% by bank financing. The data show a net added value of $ 121,384.07 and an internal rate of return of 30.83%, with a recovery period of 4 years, 1 month; that confirms the technical and financial viability of the proposed business model. It was concluded that the brewery, seeks to consolidate a productive structure, also recommends the application of this business plan, which will help its progress.