Análisis para el desarrollo de plan de marketing para empresa de materiales de Construcción
No hay miniatura disponible
Fecha
2017
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente investigación plantea un aporte al sector de comercio en la rama de la
construcción, su objetivo general fue Diseñar un plan de marketing para distribuir materiales
de construcción por medio de una nueva empresa que atienda al cantón La Troncal y zona de
influencia. Para lograr el propósito planteado se aplicó una metodología cuantitativa y
cualitativa, investigación de campo y documental de tipo transversal y no experimental. El
análisis fue de tipo descriptivo. La población sujeta de la investigación fueron 57 comercios
minoristas de materiales de la construcción del cantón La Troncal. Las conclusiones fueron
las siguientes: i) Mediante el estudio financiero se visualiza la factibilidad del proyecto, para
la iniciación de la actividad económica se determina que se necesita $269.545,56 dólares para
la inversión inicial y puesta en marcha del proyecto, valor que provendría en su mayor parte
como aporte de accionistas fundadores; ii) De la misma manera se estimaron gastos de venta
y de administración en función de la escala propuesta del proyecto y en un horizonte de
planificación de cinco años; y, iii) Con el análisis financiero se puede determinar rubros que
miden el éxito del proyecto, es por ello que con una Tasa mínima aceptable de rendimiento
(con financiamiento) calculada en 8,94%, se obtendría un valor actual neto (VAN) es de US$
345.958,98. La tasa interna de retorno sería del 41,3% y el índice de rentabilidad del 2,28.
Las tres magnitudes indican que el proyecto es atractivo para el inversionista.
This research proposes a contribution to the trade sector, for it was proposed as a general objective to develop a feasibility project was design a marketing plan to distribute construction materials through a new enterprise based en La Troncal city and zone of influence. In order to achieve the stated purpose, a quantitative and qualitative methodology was applied, field and documentary research of transverse and non-experimental type. The analysis was descriptive. The research population was 57 retailers of construction materials in the canton La Troncal. The conclusions were as follows: i) The financial study shows the feasibility of the project, for the initiation of economic activity it is determined that it requires $ 269,545.56 dollars for the initial investment and startup of the project, value that would come in Most of them as contributions from founding shareholders; ii) In the same way, sales and administration expenses were estimated according to the proposed scale of the project and within a five-year planning horizon; And iii) The financial analysis can determine items that measure the success of the project, which is why a minimum acceptable rate of return (with financing) calculated at 8.94%, would obtain a net present value (NPV) Is US $ 345,958.98. The internal rate of return would be 41.3% and the rate of return of 2.28. The three magnitudes indicate that the project is attractive to the investor.
This research proposes a contribution to the trade sector, for it was proposed as a general objective to develop a feasibility project was design a marketing plan to distribute construction materials through a new enterprise based en La Troncal city and zone of influence. In order to achieve the stated purpose, a quantitative and qualitative methodology was applied, field and documentary research of transverse and non-experimental type. The analysis was descriptive. The research population was 57 retailers of construction materials in the canton La Troncal. The conclusions were as follows: i) The financial study shows the feasibility of the project, for the initiation of economic activity it is determined that it requires $ 269,545.56 dollars for the initial investment and startup of the project, value that would come in Most of them as contributions from founding shareholders; ii) In the same way, sales and administration expenses were estimated according to the proposed scale of the project and within a five-year planning horizon; And iii) The financial analysis can determine items that measure the success of the project, which is why a minimum acceptable rate of return (with financing) calculated at 8.94%, would obtain a net present value (NPV) Is US $ 345,958.98. The internal rate of return would be 41.3% and the rate of return of 2.28. The three magnitudes indicate that the project is attractive to the investor.
Descripción
Palabras clave
CONSTRUCCIÓN, PLAN DE NEGOCIOS, DISTRIBUIDORA DE MATERIALES DE CONSTRUCCIÓN