Plan de titulación para la creación de una cadena de tiendas especializadas en insumos para diabéticos en Quito

The purpose of this paper is to help design a business plan that will create a chain of stores specializing in diabetic supplies in the city of Quito. In order to carry out this project, the macro and micro environment will be analyzed to determine the business's environmental strengths, weaknesses, opportunities and threats. The business consists in the marketing of all types of input which are suitable for the consumption and use for a diabetic person. Two of our stores will be located at El Condado Shopping Centre and Scala Shopping, respectively in Cumbaya. Our headquarters is found in La Carolina area attracting customers in all parts of the city and the valleys. These stores will be characterized by their qualified and oriented staff members to bring excellent service with high-quality products. Prodiabetes will manage a market segment of middle, upper middle and high levels which they can and are willing to pay for the specialized products for the disease that leads to a better quality of life and controls diabetes. The work team will consist of the general manager, director of sales and marketing, the administrative director, and salesmen whom will have the knowledge, skills, and attitudes for the proper performance of their assigned activities. Strategies and tactics were placed in order to position the company in an appropriate way during the first years of the project. We also determined the profile and the consumer characteristics, purchase frequency, points off sales and promotions. The business analysis will be done for the first five years. To implement the project, the initial investment will be 67,241.90 USD which will be financed with an equity from shareholders and a bank loan at an interest rate of 10.15% according to the CFN. It is concluded that the project is feasible and profitable because in the expected scenario the VPN is leveraging at $96.089,81 and the TIR is at 24%.