Plan de Negocios para la creación de una empresa comercializadora de zapatos ortopédicos en el centro de la ciudad de Guayaquil
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2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El calzado ortopédico es de gran utilidad para las personas que tienen problemas podológicos, así como para las personas que desean un mayor confort con sus zapatos. Actualmente en el Ecuador existen pocas empresas posicionadas en el mercado, por lo que se genera una oportunidad de mercado para ingresar a la industria. El objetivo general de esta investigación es proponer un plan de negocios para crear una empresa comercializadora de zapatos ortopédicos en el centro de la ciudad de Guayaquil. La metodología utilizada tuvo un diseño no experimental, de tipo transversal, con alcance descriptivo y enfoque cuantitativo. La muestra del trabajo fue de 377 personas que viven en la parroquia Rocafuerte, lugar donde estará ubicado el negocio. Los resultados demuestran que existe un mercado atractivo que considera muy relevante al calzado ortopédico, el mayor motivador de compra son las promociones, Facebook es el medio con mayor preferencia para las estrategias comunicacionales, los precios que están dispuestos a pagar las personas son de $25 a $100. La demanda se estableció en 186 pares de zapatos al mes. La inversión inicial es de $14,428.28, el TIR del proyecto es del 62%, el VAN es de $20,694.63, el período de recuperación es de un año cinco meses y un día. Se concluye que el proyecto es factible financieramente.
Orthopedic shoes are very useful for people who have podiatric problems, as well as for people who want more comfort with their shoes. Currently in Ecuador there are few companies positioned in the market, so it generates a market opportunity to enter the industry. The general objective of this research is to propose a business plan to create a marketing company of orthopedic shoes in the center of the city of Guayaquil. The methodology used had a non-experimental, cross-sectional design, with a descriptive scope and a quantitative approach. The sample of the work was 377 people living in the Rocafuerte parish, where the business will be located. The results show that there is an attractive market that considers orthopedic shoes very relevant, promotions are the biggest motivator, Facebook is the most preferred medium for communication strategies, the prices that people are willing to pay are $ 25 a $ 100 The demand was established on 186 pairs of shoes per month. The initial investment is $ 14,428.28, the IRR of the project is 62%, the NPV is $ 20,694.63, the recovery period is one year five months and one day. It is concluded that the project is financially feasible.
Orthopedic shoes are very useful for people who have podiatric problems, as well as for people who want more comfort with their shoes. Currently in Ecuador there are few companies positioned in the market, so it generates a market opportunity to enter the industry. The general objective of this research is to propose a business plan to create a marketing company of orthopedic shoes in the center of the city of Guayaquil. The methodology used had a non-experimental, cross-sectional design, with a descriptive scope and a quantitative approach. The sample of the work was 377 people living in the Rocafuerte parish, where the business will be located. The results show that there is an attractive market that considers orthopedic shoes very relevant, promotions are the biggest motivator, Facebook is the most preferred medium for communication strategies, the prices that people are willing to pay are $ 25 a $ 100 The demand was established on 186 pairs of shoes per month. The initial investment is $ 14,428.28, the IRR of the project is 62%, the NPV is $ 20,694.63, the recovery period is one year five months and one day. It is concluded that the project is financially feasible.
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CALZADO ORTOPÉDICO, PLAN DE NEGOCIOS, MARKETING, FINANZAS