Plan de negocios para la creación de una sucursal de la distribuidora Olivesa, en la ciudad de Ibarra
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Date
2019
Journal Title
Journal ISSN
Volume Title
Publisher
PUCE - Ibarra
Abstract
El presente trabajo de investigación hace enfoque al diseño de un plan de negocios para la creación una sucursal de la distribuidora Olivesa en la ciudad de Ibarra, con la finalidad de establecer la viabilidad comercial, técnica, operativa y financiera, debido a la existencia de una alta demanda insatisfecha de clientes, por factores estructurales y procesos de atención al cliente y despachos de pedidos por parte de la empresa. El proyecto está compuesto por cuatro capítulos, marco teórico, diagnostico situacional, propuesta y estudio económico y financiero, los métodos y recursos utilizados son el estudio de mercado, análisis financiero, encuestas y entrevistas, los cuales permiten localizar, determinar, elaborar y plantear una propuesta para la empresa basada en las diferentes oportunidades del mercado. Mediante la investigación de campo, aplicada a través de encuestas a personas naturales, empresas públicas, privadas, competidores y mediante la entrevista realizada al gerente de la Distribuidora Olivesa de la provincia de Imbabura, refleja la necesidad de la creación de una nueva sucursal que permita la reorganización empresarial con procesos eficientes que permitan satisfacer la demanda, necesidades y preferencias de los clientes. El resultado del presente proyecto ejecutado mediante la consulta de información en fuentes bibliográficas, encuestas y entrevista realizadas, es demostrar si es o no factible la apertura de una nueva sucursal en Ibarra en la zona norte. Este estudio tendrá un impacto empresarial y económico debido a que se definirán estrategias de ventas y de marketing para incrementar la competitividad de la empresa en el mercado, apertura de nuevos clientes, así como el nivel de ventas que permitan al negocio obtener mayores ingresos.
This research work focuses on the design of a business plan for the creation of a branch of Olivesa distributor in the city of Ibarra, with the purpose of establishing commercial, technical, operational and financial viability, due to the existence of a high unsatisfied demand from customers, structural factors and customer service processes and orders dispatch by the company. The project is composed of four chapters, theoretical framework, situational diagnosis, economic and financial proposal and study, the methods and resources used are the market study, financial analysis, surveys and interviews, which allow to locate, determine, elaborate and propose a proposal for the company based on the different market opportunities. Through field research, applied through surveys to individuals, public companies, private companies, competitors and through the interview with the manager of the Distribuidora Olivesa in the province of Imbabura, it reflects the need for the creation of a new branch that allows the business reorganization with efficient processes that allow to satisfy the demand, needs and preferences of the clients. The result of the present project executed by consulting information in bibliographic sources, surveys and interviews, is to demonstrate whether it is feasible or not to open a new branch in Ibarra in the north. This study will have a business and economic impact due to the fact that sales and marketing strategies will be defined to increase the competitiveness of the company in the market, opening of new clients, as well as the level of sales that allow the business to obtain higher income.
This research work focuses on the design of a business plan for the creation of a branch of Olivesa distributor in the city of Ibarra, with the purpose of establishing commercial, technical, operational and financial viability, due to the existence of a high unsatisfied demand from customers, structural factors and customer service processes and orders dispatch by the company. The project is composed of four chapters, theoretical framework, situational diagnosis, economic and financial proposal and study, the methods and resources used are the market study, financial analysis, surveys and interviews, which allow to locate, determine, elaborate and propose a proposal for the company based on the different market opportunities. Through field research, applied through surveys to individuals, public companies, private companies, competitors and through the interview with the manager of the Distribuidora Olivesa in the province of Imbabura, it reflects the need for the creation of a new branch that allows the business reorganization with efficient processes that allow to satisfy the demand, needs and preferences of the clients. The result of the present project executed by consulting information in bibliographic sources, surveys and interviews, is to demonstrate whether it is feasible or not to open a new branch in Ibarra in the north. This study will have a business and economic impact due to the fact that sales and marketing strategies will be defined to increase the competitiveness of the company in the market, opening of new clients, as well as the level of sales that allow the business to obtain higher income.
Description
Keywords
Plan de negocios, Reorganización, Viabilidad