Diseño de plan estratégico para una empresa importadora de cosméticos en la ciudad de Guayaquil.

Abstract

The elaboration of the following project aims to the design of a strategic plan for an importer of cosmetics in the city of Guayaquil. The following plan is intended to bring to market cosmetics imported high quality at an affordable price through direct import from brands in United States at wholesale price. Through the analysis of external factors, the cosmetic industry and the internal analysis of the importer failed to verify that the development of the project has mostly positive factors in its acceptance by the market, in addition to this, through the strategic the marketing mix could be aspects that will allow the importer to position itself in the market. Preceded by market strategies, study was conducted of the costs of import and sale of 400 products to be imported into a variety of 6 types of cosmetics, which resulted in that the cost of imports by product would be $3.28. Also expected to carry out a bank loan for 75% of the financing of the project, finally in the financial evaluation estimated that it has an internal rate of return of 147%, which is a percentage that is suitable for the project is totally viable.