Análisis de factibilidad para la producción y comercialización de una línea de maquillaje biológica elaborada con materia prima natural del país para la marca Beauty Icon.

Abstract

This project aims to analyze the feasibility of producing and marketing a line of biological makeup made with natural raw material from the country for the Beauty Icon brand. This study is not experimental, with quantitative focus and descriptive scope. The data collection technique will be transversal. For this, various internal and external factors that may affect the company, market analysis and variables must be analyzed, perform an operational analysis and finally a financial analysis to establish whether or not there is feasibility. The internal and external factors can be found in the PEST analysis, Five Porter forces and FODA matrix. To analyse the market, a survey of 20 questions was carried out on 384 women from different areas of the city of Guayaquil. In addition, a study of the market situation and its current demand was carried out. An operational analysis establishes an investment plan and financing in addition to establishing working capital for initial production. Finally, it is shown that the project is feasible by fulfilling the research question.