Plan de negocio para la apertura de un canal de Kitton S.A. para el sector de la construcción en la ciudad de Guayaquil en el año 2020.

Abstract

The business plan was carried out with the objective of implementing a marketing channel for building materials in the company's own facilities KITTON S.A. specialized in hardware products, a project that would begin operations in the city of Guayaquil by the year 2020. The research focuses on contemplating this proposal as a service - product complementary to the current range of materials offered by the company to the local market. In the market study carried out for the installation of this new channel, the determination of the future demand is established and how much the analyzed company will capture, as well as the commercial strategy of the 4 lines that it will place in the market: power line, gas station, floors and new products. It was also possible to determine through a financial evaluation that the new product channel is very profitable and that it has great possibilities of being accepted within the market, which is reflected in the level of projected sales and in the significant IRR that was obtained from 22%, the cash flow shows a positive NPV of $ 155,325.9 with a random discount rate of 15.9%, which makes the installation of this new proposal feasible.