Plan de negocios para la creación de una empresa dedicada a la publicidad y rotulación para pymes en la ciudad de Guayaquil
Fecha
2020
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Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
El presente proyecto tiene como objetivo realizar un estudio de mercado en la ciudad de
Guayaquil, analizando los entornos que rodean al mismo, para encontrar oportunidades que
permiten que el negocio tenga resultados positivos ofreciendo un servicio que genere valor a las
empresas que necesiten comunicar un mensaje al mercado. Las pymes son un mercado que las
empresas de publicidad no atienden en su totalidad, pues estas consideran que sus presupuestos
destinados para comunicación son limitados, aparte que los costos y tiempos que generan en
atender a una pyme comparado con una empresa grande son prácticamente los mismos pero los
volúmenes monetarios de inversión son completamente distintos. La idea de implementar una
empresa de publicidad y rotulación enfocada a las PYMES basándose en un servicio integral que
incluye realizar una comunicación profesional y un asesoramiento, con el fin de que la empresa
que se atendió no solamente comunique su oferta de productos y servicios al mercado, sino que
también esté atento al incremento de la demanda que va a tener durante y después del servicio
que se realizó de la mejor manera posible. Se realizó un estudio macroeconómico que empezó
analizando el crecimiento de la industria, económica del país, aspectos legales y sociales. Se
realizará un estudio del mercado mediante encuestas y entrevistas. Concluyendo con el análisis
financiero.
The main objective of this project is to carry out a market study in the city of Guayaquil, analyzing the surroundings that surround it, to find opportunities that allow the business idea to have positive results by offering a service that generates value to the companies that need it. Communicate a message to the market they are serving. Small and medium businesses are a market that advertising companies do not fully serve, as they consider that their budgets for communication are limited, apart from the fact that the costs and time they generate in serving those companies compared to a large company are practically the same but the monetary volumes of investment are completely different. The idea of implementing an advertising and signage company is focused on the sector of small and medium-sized companies based on providing a comprehensive service that includes professional communication and advice, so that company that was served not only communicates its offer of products and services to the market, but also be attentive to the increase in demand that you will have during and after the service that was performed in the best possible way. To analyze the feasibility of implementing the business plan, a macro study was carried out that began by analyzing the growth of the industry, the country's economy, legal and social aspects. Afterwards, a market study was carried out using tools such as surveys, and an interview with experts. Concluding with the financial analysis of the project with a positive VAN and an TIR higher than the discount rate, recovering the investment in 10 months
The main objective of this project is to carry out a market study in the city of Guayaquil, analyzing the surroundings that surround it, to find opportunities that allow the business idea to have positive results by offering a service that generates value to the companies that need it. Communicate a message to the market they are serving. Small and medium businesses are a market that advertising companies do not fully serve, as they consider that their budgets for communication are limited, apart from the fact that the costs and time they generate in serving those companies compared to a large company are practically the same but the monetary volumes of investment are completely different. The idea of implementing an advertising and signage company is focused on the sector of small and medium-sized companies based on providing a comprehensive service that includes professional communication and advice, so that company that was served not only communicates its offer of products and services to the market, but also be attentive to the increase in demand that you will have during and after the service that was performed in the best possible way. To analyze the feasibility of implementing the business plan, a macro study was carried out that began by analyzing the growth of the industry, the country's economy, legal and social aspects. Afterwards, a market study was carried out using tools such as surveys, and an interview with experts. Concluding with the financial analysis of the project with a positive VAN and an TIR higher than the discount rate, recovering the investment in 10 months
Descripción
Palabras clave
PUBLICIDAD, ROTULACIÓN, PYMES, PLAN DE NEGOCIOS