Administración de Empresas-Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/71

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Identidad de Marca y Estrategia de Comunicación Publicitaria para un supermercado en la ciudad de Cuenca
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-25) Alvarez Calle, Christian Israel; Iñiguez Reyes, Julián Daniel; González Loyola, Pablo Arturo
This technical report delineates a comprehensive branding and advertising strategy designed for a municipal supermarket in Cuenca, Ecuador. The primary objective is to engineer a robust visual and narrative system that distinguishes the establishment within the retail sector. By leveraging attributes such as local provenance, food sovereignty, and commercial efficiency, the proposal positions the supermarket as a high-value alternative to established private retail chains. Adopting a qualitative-descriptive methodology, the research integrated a benchmarking analysis of seven key competitors, a digital advertising audit, and focus group sessions. The findings indicate that consumers in the Puertas del Sol district (middle and upper-middle socioeconomic strata) prioritize convenience, product freshness, and transparency. A critical insight emerged regarding the primary barrier to entry: the perception of "institutional coldness" frequently associated with public sector management. To neutralize this friction, the strategy is anchored in brand anthropomorphism through the "Sra. CUMA" persona a figure designed to humanize the institution and serve as an emotional bridge between rural producers and urban consumers. The study concludes that successful market positioning hinges on a professional visual identity that elevates the perceived quality of fair- trade commerce. Furthermore, the proposal ensures project sustainability through an optimized advertising investment of $300 to $350 per week, guaranteeing a consistent and impactful reach within the target demographic.
Diseño e implementación de un sistema de gestión de calidad basado en la Norma ISO 9001:2015, para “Distribuidora Ecológica ECODISTRIBUCIONES CÍA.LTDA”
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-20) Guarango Armijos, Carla Maribel; Pucha Guaillas, Pablo Andrés; López Córdova, Miriam Elizabeth
This study developed technical guidelines for the implementation of a Quality Management System (QMS) based on the ISO 9001:2015 standard in the company ECODISTRIBUCIONES Cía. Ltda. The research adopted a descriptive–diagnostic approach and applied the PDCA (Plan–Do–Check–Act) cycle as a methodological framework to evaluate the organization’s operational reality. Data were collected through direct observation, interviews, and a compliance assessment matrix consisting of 130 items aligned with ISO 9001:2015 requirements. The diagnostic results revealed a critical operational maturity level of 14%, highlighting significant gaps in performance evaluation (5%), planning (6%), and operational processes (7%). These findings indicate the presence of an empirical management model characterized by a strong dependence on undocumented knowledge and informal practices. In response, the study proposes a technical framework structured around five strategic axes, including the formalization and standardization of processes, the development of quality manuals, and the establishment of management indicators. It is concluded that the implementation of these guidelines will enable the organization to transition from a reactive management model to a preventive and standardized approach, thereby strengthening its competitiveness, operational efficiency, and scalability within the sustainable products market.
Estudio de mercado exploratorio sobre luminarias LED personalizadas para el sector de la construcción para “Galvanizado”
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-11) Coronel Quezada, Erika Daniela; Verdugo Coronel, Lesly Fernanda; Orellana Vazquez, Kevin Fernando; Coronel Pangol, Katherine Tatiana
This exploratory market study evaluates the feasibility of the company "Galvanizado" entering the custom LED lighting market for the construction sector. The environmental analysis confirms a favorable juncture, driven by regulatory compliance and tariff incentives. Through qualitative analysis and expert interviews, the study identified a market saturated by mass imports and polarized between rigid brands and low-cost, standard-quality products. Although competing on price in the mass housing segment is deemed unviable, a strategic opportunity was detected in the commercial and industrial segments. In these niches, professionals prioritize technical customization, after-sales support, and the availability of spare parts. It is concluded that market entry is viable if the company implements pertinent strategies, leveraging its flexible manufacturing and regulatory compliance (IEC/ANSI) to address the component shortage currently affecting the market.
Diseño de un Sistema de Gestión Financiera para la Sostenibilidad de las Ferias de La Red Agroecológica Del Austro
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-02-25) Cumbe Pacheco, Ligia Salomé; Peralta Vallejo, Ximena Katherine
This thesis aims to design a financial management system tailored to the needs of the farmers' markets within the Southern Agroecological Network, with the goal of achieving their sustainability and improving the control of their financial processes. These markets are a vital pillar for local development, serving as direct sales points, establishing fair prices, and enhancing food sovereignty. However, despite the social and environmental benefits they generate, they exhibit shortcomings in their economic and financial management. Based on a diagnostic assessment conducted using a mixed methodology that included field visits, direct observation, and surveys of producers and consumers, this thesis presents a proposed management system. This system enables proper economic and financial management and control, grounded in the principles of family economics and adapted to the network's specific needs. It includes practical tools that support financial planning, systematic transaction recording, continuous results evaluation, and assertive decision-making. This system not only addresses the identified weaknesses, but also seeks to promote a participatory, transparent, and effective organizational culture, aimed at strengthening the social and economic impact of agroecological fairs. At the same time, it is hoped that its progressive adoption will allow the generation of a management system that can be replicated in other networks or organizations of this nature, demonstrating that despite technological limitations, it is possible to improve the management of fairs with appropriate solutions.
Pachamama Centro de Capacitación y Formación
(Universidad de Cuenca, 2025-11-20) Manzano Pesántez, Lourdes Catalina; Saquisili Gomez, Javier Patricio; Ordoñez Davila, Gustavo Alberto; Moscoso Ochoa, Humberto
Modelo de negocios para la creación de una financial technology (Fintech) Peer to Peer en Ecuador
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2025-10-24) León Quituisaca, Bryam Ronaldo; Mora Pacheco, Pedro Fabián
Peer to Peer (P2P) FinTech’s are transforming financing by directly connecting lenders and investors with people in need of credit, without the intermediation of banks. This model allows greater accessibility, reduces operating costs and optimizes the efficiency of the financial sector. In Ecuador, the adoption of these platforms represents a challenge and an opportunity, since financial inclusion and the evolution of traditional banking are strategic issues. This research analyzes the feasibility of the P2P model, combining analytical tools such as Porter, Pestel and value chain to assess its impact on competition, environment and operational structure. In addition, surveys were conducted to understand users' perceptions, their trust in these platforms and the key factors influencing their adoption. This research provides answers on the characteristics of the Peer-to-Peer lending business model and it’s fit in the Ecuadorian market. Elements of analysis include the understanding of the business model and global experience, the economic and competitive environment of the national financial sector, and the customer experience in financial institutions. The development of the Peer to Peer business model for Ecuador is explained using easy-to-understand analytical tools to identify key strategies for implementation.
Plan de publicidad para redes sociales para Cooperativa de Ahorro y Crédito La Esperanza
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2025-10-08) Arias Pineda, Pablo Mateo; Castro Cárdenas, Milton Isaías; Duchitanga González, Julio César; Gadvay Cuñez, Jessica Tatiana; Pintado Criollo, Josué Mateo; González Loyola, Pablo Arturo
This digital advertising plan for the La Esperanza Savings and Credit Cooperative is presented as a strategic proposal to strengthen institutional identity and enhance member relationships in digital environments. Using a mixed-method approach, both primary and secondary sources of information were analyzed to understand perceptions regarding the main communication pillars. The findings reveal limitations in the recognition of the educational pillar, a strong dependence on Facebook as the main channel, the absence of a clear guiding concept, and lower digital presence compared to competitors. In response, the central concept “For those who never give up” is proposed, emphasizing the value of individual and collective effort. The plan includes a brand brief, storytelling strategy, content calendar, and an action timeline with defined KPIs, all aimed at segmenting messages and aligning communication with cooperative values of trust, transparency, and solidarity. This proposal seeks to strengthen community identity and improve member loyalty in a competitive market undergoing constant digital transformation.
Innovación en los emprendimientos sociales en Iberoamérica: un análisis bibliométrico
(Universidad de Cuenca, 2025-09-24) Ramón Vera, Erika Samantha; Astudillo Durán, Silvana Vanessa
Social entrepreneurship represents an alternative for addressing social problems, and innovation in these areas implies not only greater profitability but also a contribution to society. This research aimed to conduct a bibliometric analysis of the impact of innovation on social entrepreneurship in Latin America over the past 10 years. A methodology based on bibliometric analysis was applied. This approach allows for the identification and classification of publications related to the topic of study. The results show a clear evolution in academic interest in the topic. A total of 1,009 documents written by approximately 932 authors were identified. Therefore, it can be concluded that there is a wide dispersion of knowledge, indicating that this research has a broad field of specialized journals and, at the same time, extends to different areas of knowledge.
Análisis de la sostenibilidad financiera de las ferias pertenecientes a la Red Agroecológica del Austro
(Universidad de Cuenca, 2025-10-01) Lucero León, Miryam Alexandra; Peralta Vallejo, Ximena Katherine
The purpose of this integrative project is to analyze the financial sustainability of the fairs that make up the Austro Agroecological Network, identifying the critical factors that affect their stability and permanence. These fairs are part of the research project of the University of Cuenca entitled “Community Agroecological Network: Integral Approach for the Design and Strengthening of Agroecological Fairs in Cuenca”, which seeks to strengthen these marketing spaces from a multidisciplinary perspective. The research evaluates the financial status of the fairs by calculating indicators adapted to their operational characteristics. Subsequently, the key factors affecting their economic sustainability are identified and analyzed. Based on these findings, strategies aimed at preserving and improving their financial viability are proposed. The research was developed using a mixed approach, combining qualitative and quantitative tools, with a participatory orientation that allowed direct involvement of the stakeholders. The financial status of the fairs was evaluated through the calculation of indicators adapted to their operational characteristics and the key factors affecting their sustainability were identified. Based on these findings, strategies aimed at preserving and improving their financial viability were proposed.
Medición de la eficiencia bancaria en Cuenca en el año 2024 mediante el método (DEA)
(Universidad de Cuenca, 2025-09-30) Arévalo Pérez, Kevin Mauricio; Gia Chuchuca, Lady Elizabeth; Coronel Pangol, Katherine Tatiana
This study employs a Data Envelopment Analysis (DEA) method to assess the relative efficiency of domestic private banks operating within Ecuador's financial system. This non-parametric method, based on real data, facilitates the simultaneous analysis of several input and output variables without the need to define a specific functional form for the production process. The evaluation units, called decision making units (DMUS), refer to the chosen banks, whose efficiency is evaluated in relation to the institutions that exhibit the most outstanding performance in the same context. The implementation of DEA is particularly relevant for the banking sector, since it takes into account variations in size, organization and environment, which facilitates the detection of inequalities in performance.
Plan de publicidad en redes sociales para la marca Cocodrilo y propuesta de lanzamiento de nuevo producto para Táctika Work Boots Cía. Ltda.
(Universidad de Cuenca, 2025-09-25) Chacón Aguirre, María Paula; Coronel Delgado, Marcelo Sebastián; Morocho Chillogalli, Lilian Verónica; Sari Nieves, Frank Romero; Ulloa Torres, Andrea Michelle; Flores Sánchez, Gustavo Geovanni
The project developed for Táctika Work Boots Cía. Ltda. integrates two products aimed at strengthening its positioning and competitiveness in the Ecuadorian safety footwear market. The first consists of a digital advertising plan for the brand Cocodrilo, whose objective is to improve its presence on social media and consolidate its image in the private sector. Through a mixed methodology that included internal and external analysis, competitive benchmarking, and customer surveys, it was identified that advertising planning was limited despite previous communication efforts. The results showed that the most valued attributes by the public are variety, durability, and certification, which align with the brand’s projected identity. It was concluded that technical and informative content generates higher levels of interaction; therefore, it is recommended to strengthen the presence on Facebook and Instagram, maintain a coherent visual line, invest in targeted advertising, and evaluate performance through key indicators. The second product focused on researching the technical, commercial, and financial feasibility of a new fire boot, designed to comply with national and international regulations and meet the needs of Ecuadorian fire departments, with public procurement being the main commercialization channel. Interviews, focus groups, and a financial analysis projected between 2026 and 2030 under baseline, optimistic, and pessimistic scenarios were applied, all showing positive results. Together, both products form part of a comprehensive strategy of innovation, institutional strengthening, and competitive positioning in the national safety footwear market.
Modelo de negocios para la empresa NPA CONSTRUCCIONES CIA. LTDA. Ubicada en Cuenca – Ecuador para el año 2025 - 2026
(Universidad de Cuenca, 2025-09-29) García Astudillo, Erika Gabriela; Yunga Yunga, Kevin Rodrigo; Mora Pacheco, Pedro Fabián
This study aims to design a business model tailored to the operational and strategic reality of NPA Construcciones Cía. Ltda., a company located in Cuenca, Ecuador. A mixed-method research approach was applied, enabling the analysis of both customer and employee perceptions, as well as the internal situation of the organization. The diagnosis revealed critical strengths, weaknesses, opportunities, and threats, which were essential for structuring a solid, viable, and sustainable value proposition. Based on the Business Model Canvas and complemented with strategic tools such as the SWOT matrix and Porter’s Five Forces analysis, several limitations affecting competitiveness were identified, including high dependence on a single client, the absence of a formal organizational structure, and limited digital presence. At the same time, relevant growth opportunities were recognized, such as service diversification, the strengthening of strategic alliances, and the improvement of internal processes. As a result, a business model is proposed that responds effectively to the current needs of the company while providing a roadmap for its expansion and positioning within the metal structures, aluminum, and glass market in Cuenca. The findings provide a solid foundation for strategic decision-making, aimed at enhancing competitiveness and ensuring sustainable growth in the medium and long term.
Modelo de negocio para la creación de una empresa embotelladora de agua purificada en la parroquia Molleturo periodo 2024-2025
(Universidad de Cuenca, 2025-09-29) Valarezo León, Daniela Isabel; Tibillin Peñaloza, Alex Dario; Jimbo Días, José Santiago
This degree study aims to assess the feasibility of establishing a purified water bottling company in the Molleturo parish through the formulation of a Business Model. The process began with a market analysis to identify commercial opportunities, followed by the development of a strategic plan that outlined strategies and actions to achieve the established objectives. Additionally, the implementation of a marketing plan was deemed essential to enhance market participation. Subsequently, the focus shifted to developing the Model using the CANVAS methodology, analyzed through nine components identified after acquiring and examining relevant information. Ultimately, an assessment of the feasibility and risks associated with the model was conducted, facilitating the formulation of mitigation strategies to address the inherent risks of the business model.
Modelo de negocio para una empresa de agricultura hidropónica en el cantón Sígsig de la provincia del Azuay
(Universidad de Cuenca, 2025-09-23) Cabrera Coyago, Ruth Alexandra; Tigre Sárate, Ana Mariela; Arcentales Carrión, Rodrigo Nicanor
The purpose of this degree project was to develop a business model focused on the hydroponic cultivation of vegetables for the Sigsig canton, in the province of Azuay. For this reason, the Canvas methodology was used in order to obtain a complete perspective of the key components to be managed in order to launch the enterprise, generate economic returns and make it sustainable in the short and medium term. In this way, the business model sought to lay the foundations for optimal planning and decision making for the development of the company. The model began with an analysis of the macro and micro environment, followed by a review of the literature on the theoretical foundations that supported it. Once the required information was obtained, we continued with the market study, in which the objectives and methodology for obtaining primary information were established, in order to evaluate factors such as demand, supply, competition and marketing. Next, the marketing, technical and human talent plans were formulated, which were essential for defining the resources required for the organization's production process. Subsequently, the financial plan was prepared to measure the economic viability of the model and a risk analysis was performed, which was essential to identify, evaluate and prioritize potential threats that could negatively impact the venture. Finally, the Canvas with its nine components was designed. Based on the analysis, it was concluded that the project was viable and contributed to the development of the locality.
Modelo de negocio para la creación del emprendimiento Castelo direccionado a la creación de eventos en el cantón Paute
(Universidad de Cuenca, 2025-09-26) López Soto, Alan Josué; Quito Quinde, Adrián Xavier; Coronel Pangol, Katherine Tatiana
The objective of this degree project is to design a business model based on the CANVAS for the period 2025 - 2028 for the creation of Castelo, a company whose business line is the management and execution of social and business events and is intended to be located in the Paute canton of the province of Azuay. The business model focuses on various strategies that address the administration to achieve optimal operation of the enterprise. The model begins with the theoretical framework, in order to generate an idea of what it will deal with, then, the analysis of the environments that make up the business fabric of Ecuador is presented, focused on the events industry. On this basis, the Strategic Plan for the period 2025 - 2028 is proposed. In addition, the Market Study, the Marketing Plan and the Technical Plan are designed; these are the key points to be taken into account by the administration, such as demand, marketing mix, marketing budget, production capacity, among others. Then the Canvas model is presented with its nine components and its respective canvas to detail Castelo's strategic points. Finally, it ends with the Financial Plan and the Risk Analysis, which show the variability and risks of starting up the company.
Planificación estratégica con enfoque en desarrollo sostenible para la empresa de galvanizado
(Universidad de Cuenca, 2025-09-25) Naranjo Jiménez, Walter Alfredo; Romero Verdugo, Kevin Guillermo; Sanmartin Yunga, Jenifer Lizbeth; Vázquez Fernández de Córdova, María Daniela ; Coronel Pangol, Katherine Tatiana
This project aims to design a sustainable strategic plan for a company in the manufacturing sector, based on a comprehensive analysis of its historical background, mission, vision, values, and current and future product portfolio in galvanization, LED lighting, and renewable energy. Through the application of methodologies such as PESTEL, Porter’s Five Forces, and financial analysis, the internal and external environments of the company were assessed. This diagnosis was further supported by the use of internal factor evaluation (IFE), external factor evaluation (EFE), and SWOT matrices to identify the company’s strengths, opportunities, weaknesses, and threats. Based on this analysis, strategies were proposed focusing on technological modernization, service diversification, and the enhancement of competitive positioning. These strategies will be evaluated using tools such as the QSPM (Quantitative Strategic Planning Matrix) and strategic selection matrices to prioritize actions aligned with sustainable development. Additionally, the project outlines an operational plan that includes specific activities, schedules, and budgets, along with control mechanisms to ensure effective implementation. Finally, conclusions will be drawn, and the proposed strategies will be aimed not only at strengthening the company's leadership in the manufacturing sector but also at enhancing its entry into emerging markets related to sustainable technologies, such as LED lighting and renewable energy—capitalizing on global trends in energy efficiency and circular economy.
Análisis de redes sociales y una estrategia digital para la empresa “HVC- Pharma Cía. Ltda.”
(Universidad de Cuenca, 2025-09-24) Abril Alvarez, Daniela Katherine; Ayora Calle, Freddy Guillermo; Riera Castro, Luisa Mireya; Tenecota Bermeo, Ana Yadira; Valdez Campoverde, Pamela Alexandra; Rojas Luna, Rosa Vanesa
This document provides a strategic assessment of the digital footprint of HVC-Pharma Cía.Ltda. focused on its activities in digital platforms: Facebook and Instagram; the company has extensive experience in the hospital, pharmaceutical, cosmetic and veterinary sectors, so it faces the ongoing challenge of building an effective connection with diverse audiences in an increasingly competitive and changing digital environment. The research is conducted using a combined method, merging quantitative research of indicators with comparative research of outstanding brands in each industry, with the aim of highlighting good practices and identifying opportunities that HVC-Pharma Cía. Ltda. is not yet taking advantage of. In addition to the technical evaluation, contextual factors have been considered such as trends in digital use, user behavior in social networks, through this analysis approach facilitates the understanding not only of the present actions of the company, but also what tactics are feasible and suitable for HVC-Pharma Cía. Ltda. based on the entire study the report proposes the implementation of digital strategies to expand its reach and strengthen its presence in the digital sector. The purpose of this report is to become a useful tool for decision making, providing an accurate guide to strengthen the presence of HVC-Pharma Cía. Ltda. in the digital arena and position it more effectively.
Planificación estratégica para un negocio comercial de productos cárnicos Carnes el Buen Pasto, ubicado en el cantón Camilo Ponce Enríquez
(Universidad de Cuenca, 2025-09-23) Guaicha Mendieta, Brigette Nicole; Guerrero Heras, Merelyn Jhoana; Coronel Pangol, Katherine Tatiana
Analyzing a business goes beyond financial numbers, since it also requires knowing the reality of those who are part of it. Therefore, it was necessary to conduct an internal and external diagnosis for the commercial business “Carnes El Buen Pasto” where a mixed approach methodology was applied, containing qualitative and quantitative instruments for the knowledge of the company's situation. Furthermore, customer surveys were conducted, which allowed to observe the level of satisfaction according to their needs and perceptions about the service provided and interviews to suppliers and collaborators to identify aspects of the operability. In addition, this information was examined by means of some strategic matrices that made it possible to analyze the internal and external situation of the business which strengths, weaknesses, opportunities and key threats were identified for the formulation of a general strategy aimed at improving the efficiency and competitiveness of the business that materialized in an action plan based on the strategy of “Implementing a meat collection and distribution center, to guarantee the quality of the product and expand its commercial coverage, taking advantage of the growth of the town and its location in a cattle-raising area”.
Teletrabajo y productividad en empleados administrativos ¿Estrategia adecuada?: caso de estudio en una empresa comercializadora, periodo 2019-2022
(Universidad de Cuenca, 2025-09-22) Flores Sampedro, María Gabriela; López Márquez, Daniela Paulina; Moscoso Calle, Nubia Silvana
This research was born from the analysis of teleworking as a viable strategy to sustain or even improve the productivity of administrative employees, especially in contexts of change such as those imposed by the pandemic. Almacenes Juan Eljuri Cía. Ltda., Liquor Division, was used as a case study during the 2019-2022 period, a period in which remote work was implemented in an unexpected and challenging way. Using a mixed approach, Likert-scale surveys administered to 30 administrative employees were combined with three focus groups that allowed us to hear their experiences and perceptions. Three fundamental dimensions were explored: job autonomy, organizational communication, and work-life balance. The results indicate that, although teleworking presented difficulties such as overconnection or certain communication gaps, it generally did not negatively affect productivity. On the contrary, many employees perceived improvements in their personal organization and task completion. Significant relationships between variables were identified using Spearman correlation analysis. In conclusion, teleworking could be an effective strategy, provided it is accompanied by good planning, clear communication, and conditions that favor both employee well-being and company objectives. This study seeks to provide useful elements to strengthen work models in more flexible and humane environments.
Modelo de negocios para la Hostería Capillapamba ubicada en la parroquia Molleturo (Cuenca - Ecuador)
(Universidad de Cuenca, 2025-09-23) Morales Lluisupa, Nancy del Rocío; Quiroz Quiroz, Heidy Marisol; Arcentales Carrión, Rodrigo Nicanor
A business model represents an advance within the strategic management of companies, it includes not only the value proposition of knowledge management, ideas and their relevance to the target customer base, but also the understanding of the resources and activities necessary to make a proposal a reality. The work is based on designing a comprehensive business model for the Hosteria Capillapamba in the Molleturo parish (Cuenca, Ecuador) for the period 2025-2027, through the application of the CANVAS Model. The study has a mixed approach and descriptive scope, where use has been made of a satisfaction and expectations survey that measures the quality of the service. The results show that the respondents' satisfaction with the services received is encouraging, since the lodging, restaurant and fish farming services are in good condition for their use. In terms of expectations, the Capillapamba lodge is focused on promoting environmentally responsible tourism; however, it should focus on cultural activities and reinvestment in advertising, which will help tourists learn about local cultures and traditions. Therefore, the strategies designed allow maintaining important connections that can be used in the lodge, in order to respond to the weaknesses and plan a balanced path towards the quality of the service offered.

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