Modelo de negocios para la integración empresarial de Rancho Grande, Hotel el Quijote y Quinta Mercedes período 2023-2027

Abstract

The objective of this degree project is to design a CANVAS business model for the creation of Holding El Quijote S.A.S., which contemplates two productive sectors: event planning and organization, and lodging, since it is integrated by the business units Rancho Grande, Hotel el Quijote and Quinta Mercedes; organizations belonging to these two industries and which are located in the city of Cuenca. The model is based on presenting various strategies that serve for the administration, organization and optimal operation of the same. The starting point of the study is the development and perspective of the general aspects and the environment in which the Holding Company is currently involved. Then it continues with the development of the strategic plan, which aims to present the objectives and the guidelines to achieve the fulfillment of these, in addition to the approach of the CANVAS model. Likewise, the market study, the marketing plan and the technical plan are presented, which propose strategies and determine key aspects such as: demand, marketing budget, production capacity, among others. The purpose of these plans is to manage the efficient and effective operation of the business model. And it culminates with the financial plan, which shows that it is viable to start up the company, since it has a positive NPV and a benefit-cost indicator greater than one.