Plan de negocio para la creación de una empresa comercializadora de productos ferreteros, ubicada en el cantón El Empalme provincia del Guayas, año 2015

This research work conducted business plan for the creation of a trading company of hardware products, located in the El Empalme canton Province of Guayas, 2015, because trading companies have limited products, limited choice and scarce resources to optimize the marketing process which provide poor service causing dissatisfaction among consumers, so it is very important to determine the supply and demand of the inhabitants of the village of El Empalme through the economically active population by 2015 amounts to 36,003 inhabitants with a population sample of 380 respondents of which the consumer market indicating that 100% of those surveyed by purchasing hardware products, also considered by respondents that there is a 67% dissatisfaction with the lack of variety of products with hardware stores demonstrating 100% .that if respondents would go to a new distributor of hardware products if offering a wide range of products. Getting a demand for 54,005 inhabitants and by interviewing three hardware stores in the town said the average daily purchases of 40 people each obtaining an offer of 43,200 inhabitants which allowed meet unmet demand 10,921 people whom hardware stores do not cover the needs of hardware products, also established is technical study that indicated the micro and macro enterprise location, the process flow for better marketing of hardware products and optimize resources to meet the needs of consumers, through financial economic study indicated the total investment for the creation of the marketing of hardware products it is $ 151,874.25 demonstrating through profitability indicators net present value to $ 43,237.40, the internal rate of return 55% and benefit cost $ 1.45% which makes feasible the development of the project, why the proposal identifies the mix of marketing strategies that allow attract customers, positioning the company in the minds of consumers as the best marketer of products ferreteros. Keywords: Demand, Supply, investment, marketing, research strategy.

• Glavni avtor: González Bonoso, Alexandra del Carmen (author)
• Format: bachelorThesis
• Jezik: spa
• Izdano: 2016
• Teme: Demanda; Inversión de negocio; Comercialización; Productos ferreteros
• Online dostop: http://repositorio.uteq.edu.ec/handle/43000/3203