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Análisis de factibilidad para la implementación de una sucursal en la Ciudad de Quito de la empresa Sunligthing S.A. dedicada a la comercialización de luminarias

Abstract:

Sunlighting S.A is a company dedicated to the commercialization of lighting equipment; attending the market of major cities nationwide through the head quarter located in the city of Guayaquil. The object of this study is to determine the financial and economic feasibility of implementing a branch in the city of Quito. The company will offer its products to current customers who are handled from the headquarter, customers of the real estate sector that is in development, and direct customers of the residential sector which the current commercial negotiations will be reinforced and the clients' portfolio will be extended. To meet the objective was conducted a study of macroeconomic factors, competitive analysis of the company, market research, statistics of sales and surveys of potential customers. With the data obtained was determined competition, consumer preferences and the factors of higher incidence to be taken into account in the location of the branch. The market study was performed using a survey taking into account the economically active population of a range of 15 to 64 years old. The commercial analysis demonstrates that there exists a high potential demand that sustains the practicality of the project. Branch will offer its products to current customers that are managed from the main office, customers in the real estate sector which is under development, and direct clients of the residential sector. The branch staff will have the training and permanent supervision of the General Manager and Accountant of Guayaquil. It is concluded that the proposal is feasible locating the office in the Dicentro shopping center in the North of the city of Quito, for the advantage of the proximity to the target market, the quality of the products, and the trend in the industry.