“Plan de Negocios para la creación de la Unidad de Producción: Almacén Universitario en la Universidad Técnica de Ambato”.

Abstract

The University Warehouse of the Technical University of Ambato is a unit created by the institution for economic and profitable purposes, from its creation in store began its economic activities through the commercialization of different instinctive products of the University, as well as academic articles required by the university community. Due to an inadequate administrative management, the University Warehouse went through an economic crisis, resulting in negative sales levels, which led to the total closure of the warehouse. For this reason, the University authorities have taken action to give a solution to the problem. Which aims to reactivate economic activities through the implementation of new marketing strategies that allow it to be competitive in the market. According to the results obtained in the market research it was determined that the University Warehouse must make several changes of continuous improvement in marketing strategies in order to improve its productivity and sales levels considering what the market segment requires. For the above, it is proposed to prepare a Business Plan for the creation of the Unit of Production of the University Warehouse where the different economic, technical and financial studies will be carried out to ensure the economic stability of the enterprise. Aims to create various selling techniques that will persuade consumer behavior by ensuring direct sales.