Estudio de factibilidad para la implementación de un nuevo punto de venta de la Importadora Guerrero Portilla IMGUEPOR Cia. Ltda. en el cantón Machala.

Abstract

The following work consists of a feasibility study to measure whether it is viable or not, the implementation of a new point of sale of the Importadora Guerrero Portilla IMGUEPOR Cia. Ltda. in the province of El Oro. A market study was carried out through surveys, using the Google Forms platform; to identify the preferences of its inhabitants, regarding the consumption of mechanical line spare parts, electrical line, and automotive accessories. Among the tools that allowed a better subsequent analysis of the market, are: a) SWOT analysis, b) Porter's 5 forces and c) PESTEL analysis. When inquiring into supply and demand, a high presence of the Machala canton's automotive fleet was evidenced; determining how the majority of consumers present the following similarities: a) male gender, b) work in the trade industry, c) have a third level of education, d) acquire certain spare parts, e) mostly prefer original spare parts , f) make their payments in cash and g) make their purchases in automotive stores and prefer home delivery services and/or installation services for electrical line spare parts and accessories. Additionally, a financial study was carried out whose initial investment was $331,820.42. Due to this, it can be determined that the project in question is viable, since the IRR is 51% and the PRI is 2 years and 4 months. The VAN was $658,527.56, which determines that project is viable.