Diversificación de portafolio de productos de la Empresa Promedicinas S.A. en clínicas privadas de Guayas y Manabí, año 2023.

Abstract

Promedicinas S.A. is a company located in Guayaquil city, established in August 2017. Over the years, due to the success of its efforts and given the conditions and adversities that the market has presented in the company's timeline, with the arrival of the SARS-CoV-2 virus (COVID-19) to the country in 2020 and the subsequent effects of the war between Russia and Ukraine caused a global shortage of iodized salts; the company was forced to launch an emerging portfolio diversification plan for the commercialization of new products in its different lines of business, especially to the private sector. This plan was being worked on for a future project given that the company already had a projection for the year 2026 to be importers of general medical supplies, however, given the events previously detailed, the decision was made to start the project by being distributors of local suppliers, that is, negotiating with importers within the country and then carrying out a resale; according to the results for 2023 and the sales made on these inputs, the decision is made to begin negotiations with suppliers abroad to become direct importers. The project is moving forward since the company considers that the diversification of its portfolio as direct importers will make it profitable, obtaining the expected results. In conclusion, the diversification of the portfolio within the company Promedicinas S.A. according to the analysis of results and the research carried out, it is viable and feasible given that they adhere to all the objectives set by the company and above all, the profitability of the project exceeds the expectations that the company initially raised.