Plan de negocios para una agencia de diseño gráfico : estrategias de entrada al mercado peruano.

Abstract

This study develops a business plan for the establishment of a graphic design agency originally based in Guayaquil, Ecuador, with the purpose of expanding into the district of Miraflores, Lima, Peru. The main objective is to evaluate the cultural, technical, and financial feasibility of this proposal by considering the characteristics of the Peruvian market and the current trends in the advertising sector. The methodology combines a PESTEL analysis of the political, economic, social, technological, environmental, and legal environment, along with a primary market study based on surveys conducted with 383 participants, including entrepreneurs and final consumers. The results show that Miraflores concentrates key sectors such as fashion, gastronomy, retail, and digital services, all highly dependent on visual communication. More than 60% of respondents fall within the 25 to 44 age range, representing an economically active group willing to invest in personalized graphic services and integrated packages. Moreover, the majority expressed willingness to hire foreign providers as long as they guarantee quality, innovation, and reliable digital support. The comparative price analysis between Ecuador and Peru reveals a favorable profitability margin, especially through the implementation of a hybrid model that combines digital design with physical production. It is concluded that entering the Lima market is both feasible and competitive, provided that strategies of cultural adaptation, service differentiation, and digital trust-building are effectively applied.