Plan de negocio para la implementación de la unidad comercial de insumos odontológicos de Laboratorios BAGÓ DEL ECUADOR S.A.

Abstract

In order to expand the line of products that Laboratories BAGÓ S.A (LB) offers and increase its sales levels, this business plan was based on the implementation of the commercial unit of dental supplies of LB demanded by the dentists of Guayaquil. For this reason, dental anesthesia, dental resins and orthodontic cement were included in this new line of products. LB, due to its trajectory, has managed to establish itself as one of the most important companies in the pharmaceutical sector, however, it had not entered the dental supply sector. Therefore, the need to expand the market towards which the company is directed and increase its sales was identified. To obtain information, a market study was carried out, considering the total number of dental consultations in Guayaquil, particularly the Tarqui parish, equivalent to a sample of 1,082,079 attentions. The factors of the macro environment of the company were analyzed, and the evaluation of the internal and external factors to the same one, demonstrating that the feasibility exists for the implementation of the project. Infor mation was obtained for the development of strategies that allow LB to compete with the companies present in the market. Sale´s planning was defined, which includes covering the selected market segment to achieve it´s sales objectives. Through the economic and financial evaluation, an IRR of 32% and a NPV of $ 190,373.41 were obtained, determining the economic and financial feasibility of the project.