Diagnóstico sectorial de las actividades de creación y colocación de anuncios de publicidad del cantón Loja
The sectoral diagnosis is a detailed study that measures the current condition of a given economic sector, distinguishing its strengths, weaknesses, opportunities, and threats; encompassing the analysis of market trends, competition, regulations, technology, and financial sector factors that affect...
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| Médium: | bachelorThesis |
| Jazyk: | spa |
| Vydáno: |
2025
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| Témata: | |
| On-line přístup: | https://dspace.unl.edu.ec/jspui/handle/123456789/32442 |
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Přidat tag | Shrnutí: | The sectoral diagnosis is a detailed study that measures the current condition of a given economic sector, distinguishing its strengths, weaknesses, opportunities, and threats; encompassing the analysis of market trends, competition, regulations, technology, and financial sector factors that affect the sector. The purpose of this study is to carry out a sectorial diagnosis of the advertising companies of the Loja canton, to obtain a neutral understanding of the current situation of these institutions and to provide advice and guidance to facilitate the improvement of the development and competitive perspective of the sector, through the improvement of the introduction of innovations, operational efficiency, the increase of the quality of products and the increase of profitability. The methodology was of a mixed nature, incorporating a descriptive, exploratory, and field approach, while the data collection technique focused on the application of a survey aimed at owners of entities categorized under ISIC activity M7310.02. Through this procedure, it was possible to recognize the essential elements for success, thus quantifying the financial and non-financial performance indicators, based on quantitative and qualitative expectations. Through this procedure, it was possible to recognize the essential elements for success, thus quantifying the financial and non-financial performance indicators, based on quantitative and qualitative expectations. These aspects integrate tools based on the valuation and study of the sector, supported by the analysis of results and sector averages; finally, it was determined that the companies show a liquidity of $1.69 and have a working capital estimated at $1053.66, demonstrating an efficient use of their assets and capital. The companies are reaching a profitability of 16% on assets and 17% on capital, while maintaining a low level of indebtedness. From a non-financial perspective, one of the key points to improving their companies is that 43% of the companies choose to acquire more and more creativity, and 57% of the companies determine that to improve their products, they must implement better, sophisticated machinery. |
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