Diseño de un modelo de negocios para la empresa Lobo Car y sus sucursales en la ciudad de Cuenca

Abstract

In recent years, the automotive sector in Cuenca has grown rapidly, becoming an important industry. This has caused the demand for maintenance services and marketing of vehicle accessories to increase. In this context, the objective of this work is to design a business model for the company “Lobo Car” and its branches in the city of Cuenca, through the creation of strategies and guidelines to improve brand recognition, business viability and profitability, given that these factors have so far been handled empirically. The first chapter addresses the theoretical foundation of the Business Model Canvas tool by Alexander Osterwalder and Yves Pigneur (2011, p.15-47), which is structured into nice blocks, encompassed in four areas: infrastructure, market offering, clients and economic model. The second chapter analyzes the current situation of the company internally and externally. In addition to the methodology that was applied, the line of products and services covered by the company, its organizational structure, the process manual and its regulations. In the third chapter, the formulation of the Canvas, the SWOT analysis, the evaluation of internal and external factors and the matrix of the competitive profile were developed. In addition, the strategic objectives, proposed strategic action plan and operations plan are also prepared. The fourth chapter consists of the economic and financial analysis corresponding to the month of May and from there the projections are made. The fifth chapter describes the feasibility and risk analysis of the model with the application of mitigation measure. Finally, the conclusions and recommendations of the model oriented to the creation of value and viability are made.