Estudio de factibilidad para la comercialización de la línea de tornillos negros para madera en el mercado ferretero del Ecuador.

Abstract

The following degree work has been done in order to offer to Mundo Hogar company a commercialization plan applied to the reality and specific needs of the company, through the use of analysis of financial tools that allow them to reduce the economic risk involved in the process of invest in a new product line and thus be able to make a decision on whether the implementation of the project is profitable or not. In order to understand the market in which the company operates, an analysis was made about the economic evolution of the hardware market of Ecuador, its complementary sectors and a forecast of the future of the sector. Additionally, a mixed methodology research was carried out, using quantitative techniques such as the survey and qualitative as interviews in order to understand the costumers of the sector. This degree work ended with a financial analysis that allowed to make conclusions about the profitability of the project. An analysis of prices, costs, purchase volumes, sales, working capital etc. was made, that allowed to elaborate an income statement and a cash flow that through the Risk software was subjected to one hundred thousand simulations based on different marketing scenarios. The simulations by means of the calculation of the VAN and the IRR conclude that the project is profitable in a great majority of the simulations carried out, therefore, the execution of the project is recommended.