Plan de negocios para la creación de una agencia integral y creativa de organización de eventos corporativos y servicios de mercadeo BTL en la ciudad de Quito

Market dynamics, changes in communication and consumers demands for brands users can relate with, offering experiences that connect them to a specific lifestyle. These are certain factors that now a days play a fundamental role in the way agencies work, turning them from suppliers into strategic allies for Ecuadorian companies. Hence, new alternatives are needed with creative solutions and innovation to contribute in the compliance of the companys goals. This is the starting point of my business plan. The objective of this paper is to develop a business plan for the creation of a corporate event organization and BTL marketing services agency that offer integral and creative services. The company will be based in Quito and will have a nationwide focus. The paper presents different points of view, from secondary information sources that help in the analysis of what surrounds the industry. It analyzes current trends and contributes in the understanding of a global picture in which the agency will develop and grow. Thanks to an exhaustive market research we understand preferences, value attributes and behavior from potential clients as well as traits and characteristics of possible rival companies. On the other hand, client profile, strategic planning and marketing strategies are established. These features will mark and define the agencys structure and mark the path that must be followed to become a solid company that can grow in time. A financial analysis has been done, through which with estimates and projections the business viability is analyzed and economic guidelines are established in order to be a profitable business. Finally, with all these information in mind, the business plan was created in which the projects feasibility was displayed and the basis to create a profitable and competitive business was laid.