Exigencias del sector bancario para otorgar créditos financieros a las agencias de públicidad
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2016-09-01
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Universidad de Guayaquil Facultad de Ciencias Económicas
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Las agencias de publicidad son empresas de servicios donde su principal producto es la creación de ideas y ejecución de campañas publicitarias, por ser empresas de servicio su principal financiamiento para su operación es el capital de trabajo de sus accionistas o de entidades financieras. El objetivo general de este documento es diseñar un tablero de control que sea guía e incremente las oportunidades de calificar a créditos bancarios. Para lograr la realización del tablero de control, obtendremos los estados financieros de la agencia de publicidad en medios públicos, se establecerá y calculará los indicadores financieros con que la agencia de publicidad llevará un control y monitoreo constante, se definirá los rangos óptimos en que deberán llegar para tener una solvencia financiera óptima, finalmente se elaborará el formato del tablero de control que será de responsabilidad del gerente financiero realizar, controlar y monitorear periódicamente. Los resultados del análisis de los indicadores financieros nos mostraron la falta de toma de decisiones en la agencia de publicidad al detectar una disminución del casi 30% en las ventas para el año 2014. El tablero de control y la toma de decisiones que se tome a partir de su análisis periódico mejorarán a corto plazo la situación financiera de la empresa.
The advertising agencies are service´s companies where its principal product are the creation of ideas and advertising campaigns. The advertising companies finance their operations with the working capital of his owners or financial companies. The principal goal of this work is design a control panel to guide and increase the likelihood of qualifying to bank loans. To get the control panel, first I get the financial statements of the advertising agency in public media. I set and estimate the financial indicators for the control and monitoring of advertising company. After, I define the optimal ranges where the company will get an optimal solvency financial. Finally, I do the format of control panel. The Chief Financial Officer is the responsible of making, controlling and monitoring the control panel, frequently. The results from analysis of financial indicators show a lack of decision at advertising agency due to a fall of 30% of sales in the 2014. The panel control and decision making will get in the short term improve the financial situation of the company.
The advertising agencies are service´s companies where its principal product are the creation of ideas and advertising campaigns. The advertising companies finance their operations with the working capital of his owners or financial companies. The principal goal of this work is design a control panel to guide and increase the likelihood of qualifying to bank loans. To get the control panel, first I get the financial statements of the advertising agency in public media. I set and estimate the financial indicators for the control and monitoring of advertising company. After, I define the optimal ranges where the company will get an optimal solvency financial. Finally, I do the format of control panel. The Chief Financial Officer is the responsible of making, controlling and monitoring the control panel, frequently. The results from analysis of financial indicators show a lack of decision at advertising agency due to a fall of 30% of sales in the 2014. The panel control and decision making will get in the short term improve the financial situation of the company.
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SECTOR BANCARIO, AGENCIAS PUBLICITARIAS, CAPITAL DE TRABAJO, INDICADORES FINANCIEROS