Estudio de factibilidad para la apertura de una sucursal de DISMUMAR S.A. en el sector norte de la ciudad de Guayaquil en el 2018.

Abstract

DISMUMAR S.A. is a family business dedicated to the sale of household appliances, located in Portoviejo since 2002; with the passage of the years, the company has h ad a growth of its structure and of the lines that it sells. DISMUMAR S.A. has growth plans in the short term through an expansion and considering that in the northern sector of Guayaquil there isn’t an appliance company with low prices in the actuality ; the objective of this project is to evaluate the financial feasibility for the opening of a branch office of DISMUMAR S.A. in the northern sector of Guayaquil; for th is a marketing research and a financial study will be done. The methodology used in this project is a quantitative descriptive research, a questionnaire of 13 questions was conducted to 384 people where the tastes and preferences, the socioeconomic profile and the consumption behavior of the surveyed population were known, reflecting the positive data to be considered for the opening of a DISMUMAR SA branch in the northern sector of Guayaquil. Finally, once the financial analysis has been carried out, it c an be concluded that the project has a profitable VAN of $ 69,066 and a TIR of 35%. Likewise, conducting a sensitivity analysis with the main variables, the result was positive.