Modelo de negocios para la implementación de una tienda universitaria de la Universidad de Cuenca. Año 2019

Abstract

This business model seeks to market products with the image of the University of Cuenca, allowing the university community to demonstrate their identification with the institution. In addition, it seeks the development of the institution's brand through a value proposition that not only aims to provide quality products, but also has the best customer service, guaranteeing a good experience for people. A market research is essential to start with a project, with which, results will be obtained that will determine the acceptance of the products, disposition of purchase, tastes and preferences. Through the field study, surveys were conducted using sampling techniques, and interviews with people of interest who, with their knowledge, contributed to generate an initial vision for the project's approach. The CANVAS methodology was used, which is a tool that details nine indispensable components that are managed in a business to achieve success, achieving a simple and easy to interpret scheme, for the correct decision making. Together with an analysis of the internal and external environment and its fundamental factors. Additionally, plans were developed for the analysis of the project in which the strategic plan, processes and the marketing plan to be implemented are described to achieve the sustainability of "U. Cuenca Shop ". Finally, an economic, financial and risk analysis of the model was carried out, in which the most important variables are considered to determine the viability and the recovery period of the initial investment of the project.