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http://dspace.udla.edu.ec/handle/33000/5635| Tipo de material : | bachelorThesis |
| Título : | Plan de negocios para la creación de una empresa especializada en marketing ecológico |
| Autor : | López García, Karen Brighet |
| Tutor : | Pineda Suárez, Marco Reinerio |
| Palabras clave : | PLANIFICACIÓN EMPRESARIAL;INVESTIGACIÓN DE MERCADOS;MARKETING ECOLÓGICO |
| Fecha de publicación : | 2016 |
| Editorial : | Quito: Universidad de las Américas, 2016 |
| Citación : | López García, K. B. (2016). Plan de negocios para la creación de una empresa especializada en marketing ecológico (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | El presente plan de negocios busca identificar si es viable y factible la creación de una empresa especializada en marketing ecológico, enfocado a las pequeñas y medianas empresas del sector manufacturero y construcción, establecidas en la ciudad de Quito... |
| Descripción : | The present business plan looks to identify the feasibility of create a specialized company in ecological marketing. It focuses to small and medium enterprises of the manufacture and construction sectors, located in Quito city. The company will offer four services: strategic marketing, green advertising, digital marketing and eco-innovation. In order to, SMEs improve their processes and final products. With the purpose that they contribute in a positive way to the environment and society. The project research started of an environmental analysis, followed by a market study through of, three tools as: expert interviews, surveys, and focus group. The information has allowed to understand the market and how ecological marketing is perceived. To determinate strategies of price, product, place and promotion with the purpose of satisfy the target market. Subsequently, the research helped to establish the operational and structural organization of the company. The financial analysis showed that the business plan is feasible, the project requires an initial investment of 6.180,21 dollars, which divided between fixed assets and working capital. Amount will be financed by equity capital by 40% and 60% remaining is financial with the Guayaquil Bank for a period of five years. At the end, the project has a positive Net Present Value of 36.776,73 dollars and Internal Rate of Return of 23,9%. This rate exceeds WACC rate of 10,95%. The investment will recover in a period of two years. |
| URI : | http://dspace.udla.edu.ec/handle/33000/5635 |
| Aparece en las colecciones: | Ingeniería en Negocios Internacionales |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TINI-2016-105.pdf | 1,42 MB | Adobe PDF |  Visualizar/Abrir |
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