Análisis de pronóstico de demanda y modelo de optimización para la importación directa de gafas Midarec S.R.L. para galería óptica.

Abstract

The thesis focuses on analyzing the environment, strengths, and weaknesses of Galería Óptica, an optical sector company in Machala, and proposing strategic changes to improve its position in the market. In this process, a detailed study of the local market is carried out, highlighting competition and consumer preferences. In addition, internal strategies, such as operational efficiency and customer satisfaction, are evaluated with a focus on Galería Óptica company. The introduction of Midarec S.R.L. as a new supplier is thoroughly analyzed, considering demand forecasts, break-even point, associated costs and competitive selling price comparison. A change to Midarec S.R.L. is proposed, supported by a cash flow analysis and viability indicators, highlighting the improvements in unit costs and bank loan financing. In conclusion, the thesis not only offers a complete diagnosis of Galería Óptica, but also presents a strategic recommendation based on detailed analyses of an understanding of the factors in its performance in the market.