Estudio de factibilidad para la implementación de estrategias de marketing digital en la empresa Equipesas
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente estudio se aplicó con el fin de analizar la factibilidad para la implementación de estrategias de Marketing digital en la empresa Equipesas ubicada en el sur de la ciudad de Guayaquil, para lo cual se presentan tres estudios: Estudio de mercado, técnico y financiero. El Estudio de mercado determinó que las estrategias de Marketing digital en la empresa Equipesas tiene la aceptación de su propia cartera de clientes para que se muestren los productos en el portal web y en las diferentes redes sociales. El Estudio técnico se realizó con el fin de determinar el monto de la inversión y los costos que tendrá la empresa al crear este sitio web. Finalmente, el Estudio financiero permitió determinar la factibilidad del proyecto, apreciando los resultados obtenidos el cual indica que el Valor Actual Neto (VAN) es positivo, la Tasa Interna de Retorno (TIR) es mayor a la Tasa Mínima Aceptable de Rendimiento (TMAR) del proyecto y el punto de equilibrio es óptima teniendo un tiempo de recuperación de la inversión en 10 días. Por tal motivo se concluye que el proyecto es factible.
This study was applied to analyze the feasibility for the implementation of Digital Marketing strategies in Equipesas Company, located in the south of Guayaquil city, for which were exhibit three studies: Market Study, Technical study, Financial study. The Market Study determined that the digital marketing strategies in Equipesas Company has the acceptance of its own customer portfolio to show the products in the web and different social networks. The Technical Study was realized to determine the amount of investment and costs that the company will have to invest when this website was created. Finally, the financial study allows to determine the feasibility of the project evaluating the results obtained, which indicates that the Net Present Value (NPV) is positive, the Internal Rate of Return (IRR) is higher than the Minimum Acceptable Rate of Return (MARR) of the project and the break-even point is optimal, having 10 days of investment recovery time. For this reason it is concluded that the project is feasible.
This study was applied to analyze the feasibility for the implementation of Digital Marketing strategies in Equipesas Company, located in the south of Guayaquil city, for which were exhibit three studies: Market Study, Technical study, Financial study. The Market Study determined that the digital marketing strategies in Equipesas Company has the acceptance of its own customer portfolio to show the products in the web and different social networks. The Technical Study was realized to determine the amount of investment and costs that the company will have to invest when this website was created. Finally, the financial study allows to determine the feasibility of the project evaluating the results obtained, which indicates that the Net Present Value (NPV) is positive, the Internal Rate of Return (IRR) is higher than the Minimum Acceptable Rate of Return (MARR) of the project and the break-even point is optimal, having 10 days of investment recovery time. For this reason it is concluded that the project is feasible.
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Palabras clave
MARKETING DIGITAL, FACTIBILIDAD, PORTAL WEB, REDES SOCIALES