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http://dspace.udla.edu.ec/handle/33000/1374| Tipo de material : | bachelorThesis |
| Título : | Plan de negocios para la creación de una agencia publicitaria dirigida a atender a empresas pequeñas y medianas en Quito |
| Autor : | Ramírez Erazo, Antonio Alejandro |
| Tutor : | Jaramillo Racines, Marco Antonio |
| Palabras clave : | PLAN DE NEGOCIO;PUBLICIDAD;EMPRESA;MERCADEO |
| Fecha de publicación : | 2014 |
| Editorial : | Quito: Universidad de las Américas, 2014. |
| Citación : | Ramírez Erazo, A. A. (2014). Plan de negocios para la creación de una agencia publicitaria dirigida a atender a empresas pequeñas y medianas en Quito (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | El objetivo principal de la presente tesis es realizar un estudio del mercado publicitario en la ciudad de Quito, analizando los entornos que rodean al mismo, para encontrar oportunidades que permitan que la idea de negocio tenga resultados positivos ofreciendo un servicio que genere valor a las empresas que necesiten comunicar un mensaje al mercado que están atendiendo. Las pymes son un mercado que las agencias de publicidad no atienden en su totalidad, pues la agencias consideran que sus presupuestos destinados para comunicación son limitados, aparte que los costos y tiempos que generan atender a una pyme comparado con una empresa grande son prácticamente los mismos pero los volúmenes monetarios de inversión son completamente distintos… |
| Descripción : | The main objective of this thesis is to study the advertising market in Quito city, analyzing the environments that surround it, and finding opportunities that allow the business to have positive results offering a service that creates value for companies that need to communicate a message to the market. SMEs are a market that advertising agencies do not serve in its totality, because the agencies consider their budgets for communication are limited, also than the cost and times that generate serve a SME compared with a big company are practically the same but the monetary investment are different. The idea of implementing an advertising agency and consulting specializing and focused on serve to SMEs is based on providing a full service that includes a professional campaign communication and marketing consultancy, so that the SMEs that the agency served not only communicate its offering of products and services to the market then also that the SMEs can serve the increased demand that they will have during and after the campaign in the best possible way. To analyze the viability of business idea, this study was began with the macro analysis; industry growth, economy, legal, social and environmental. Also was performed a market survey with tools as; surveys, focus group and interview experts. Concluding with the financial project analysis. Finally the data of the study was positive for the project, having a very wide acceptance in the market that the agency wants to serve and a positive financial viability with a NPV of $ 47.140,11, an IRR of 36,37% and a pay-back of 2,7 years analyzing financed and expected scene. |
| URI : | http://dspace.udla.edu.ec/handle/33000/1374 |
| Aparece en las colecciones: | Ingeniería en Marketing |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TIM-2014-08.pdf | TESIS A TEXTO COMPLETO | 5,99 MB | Adobe PDF |  Visualizar/Abrir |
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