Diseño de un modelo de negocios para el sector ladrillero artesanal del cantón Cuenca, período 2017- 2019

Abstract

A business model is a tool that describes how an organization should run and it involves the operation of all areas of the organization, collectively. If the model is executed in an appropriate way, the company will improve its profitability and probability of success, regardless of the type of company.

The purpose of this final research assignment is to determine the current situation of artisan brick producers in the city of Cuenca, and to design a business model that adapts to the real-world context of the small businesses in this area.

The study begins with the diagnosis of the area by generating primary information that identifies the problems that production units are faced with; such information will later be of vital importance to outline the value chain and it will also allow the identification of critical points and competitive advantages of the aforementioned small businesses. Lastly, a business model is proposed that describes how a handmade-products small business should operate and includes an environment analysis, marketing mix, strategic plan, operational plan, financial plan and an analysis of the business model's impacts and risks.