Propuesta para la implementación de un laboratorio de anatomía patológica en la ciudad de Guayaquil.

Abstract

The objective of this research work is to determine the feasibility of a proposal for the implementation of a pathological anatomy laboratory in the city of Guayaquil, which seeks to satisfy the latent needs present in the market due to a high demand for health due to the mobility restrictions caused by the saturation of the public and private health system, the consequence of which slowed down the operation of various sample diagnosis centers, causing problems both in the early detection of diseases and the delay in surgeries or transplants. The methodology of the study is of quantitative approach and descriptive-exploratory scope, the sample is made up of 342 people to whom a survey was applied as well as dialogues as interviews in order to reach better understanding of the core business. To reach the target market, preferent pricing, by use-frequency such as sales-volume, was proposed as main strategy. The financial analysis determined that the proposal is profitable through financial resources such as IRR, TMAR, TIR and Payback.