Diseño de un plan de negocios para la producción y comercialización de un producto para la prevención de la calvicie en los hombres en la ciudad de Guayaquil.

Abstract

The purpose of this study was to analyze the feasibility of producing and marketing, a lotion made of nettle, dulcamara and ethyl alcohol for the prevention of baldness in men in the city of Guayaquil. There are three variables that can have an impact on the consumption of men of cosmetics: (a) personal variables, (b) socio-cultural variables and (c) marketing variables. The results of the analysis of macro and competitive environment of the cosmetics industry in Ecuador determined a favorable scenario for the implementation of new projects, mainly thanks to the Law of Productive Development, although the economic scenario is not so favorable. The results of the market research determined that the respondents expressed a great concern for hair care and that the fall of hair is an issue of interest even in younger age strata. The results of the financial analysis show that the project is feasible The Net Present Value is 17,672.68 and the Internal Rate of Return is of 39.95%, which indicates an attractive return for the project. Regarding the value of the Attractive Minimum Rate of Return, the interest rate of the bank and the risk value of the manufacturing industry were considered. In a pessimistic scenario, the project is not feasible if consumers do not buy the product at least once a month.