Diseño de una estrategia para la expansión de una nueva sucursal de Proinma cia ltda en la ciudad de Guayaquil
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
El presente proyecto está enfocado en diseñar una estrategia para la expansión de Proinma Cía. Ltda. en la ciudad de Guayaquil mediante el establecimiento de una sucursal, debido a la relevancia de los productos de limpieza y desinfección por la presente crisis sanitaria que sigue atravesando el mundo y ha afectado en gran medida a la población. Se ha diseñado un plan de negocio, en dónde se ha realizado el estudio pertinente para el cumplimiento de los objetivos de la propuesta. Como primer punto, se ha planteado la importancia de la expansión para el negocio y el alcance del tema. Como segundo punto, se establecieron las bases teóricas que servirán de apoyo para el presente trabajo. Como tercer punto, se procedió a utilizar la metodología adecuada para corroborar lo beneficioso que será para “Proinma” el posicionamiento de un nuevo punto de venta. Como último punto, se desarrolló el análisis financiero correspondiente para demostrar lo favorable que será para “Proinma” la comercialización de los productos químicos en el norte y centro de la ciudad. En conclusión, usando todas las herramientas metodológicas necesarias, se pudo determinar que es rentable implementar la correspondiente estrategia de expansión, para el aumento del volumen de ventas y de la cartera de clientes de “Proinma”.
This project is focused on designing a strategy for the expansion of Proinma Cía. Ltda. in the city of Guayaquil through the establishment of a branch, due to the relevance of cleaning and disinfection products due to the current sanitary crisis that continues to cross the world and has greatly affected the population. A business plan has been designed, where the pertinent study has been carried out for the fulfillment of the objectives of the proposal. As a first point, the importance of expansion for the business and the scope of the subject have been raised. As a second point, the theoretical bases that will serve as support for the present work were established. As a third point, the appropriate methodology was used to corroborate how beneficial the positioning of a new point of sale will be for "Proinma". As a last point, the corresponding financial analysis was developed to demonstrate how favorable it will be for "Proinma" the commercialization of chemical products in the north and center of the city. In conclusion, using all the necessary methodological tools, it was determined that it is profitable to implement the corresponding expansion strategy, to increase the sales volume and the client portfolio of "Proinma".
This project is focused on designing a strategy for the expansion of Proinma Cía. Ltda. in the city of Guayaquil through the establishment of a branch, due to the relevance of cleaning and disinfection products due to the current sanitary crisis that continues to cross the world and has greatly affected the population. A business plan has been designed, where the pertinent study has been carried out for the fulfillment of the objectives of the proposal. As a first point, the importance of expansion for the business and the scope of the subject have been raised. As a second point, the theoretical bases that will serve as support for the present work were established. As a third point, the appropriate methodology was used to corroborate how beneficial the positioning of a new point of sale will be for "Proinma". As a last point, the corresponding financial analysis was developed to demonstrate how favorable it will be for "Proinma" the commercialization of chemical products in the north and center of the city. In conclusion, using all the necessary methodological tools, it was determined that it is profitable to implement the corresponding expansion strategy, to increase the sales volume and the client portfolio of "Proinma".
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Palabras clave
EXPANSIÓN, POSICIONAMIENTO, PLAN DE NEGOCIO, COMERCIALIZACIÓN, ESTRATEGIAS
Citación
APA