Investigación de mercados para la determinación de un punto de venta de la empresa “Pollo Emperador” en la parroquia de Guaytacama-ciudad de Latacunga

Abstract

The objective of the feasibility project was to carry out a market study to determine a point of sales for a company called "Pollo Emperador", located in Latacunga city, parish of Guaytacama in order to know if its creation is feasible. To do this, the study was carried out with the economically active population focused on families in the parish of Guaytacama, with a sample of 380 families, this was taken from the universe of the study. The market study was carried out calculating the projected demand of 625,758 and the projected supply was obtained 212,179, a unsatisfied demand of 413,579. Therefore, the size of the project will cover 50% of unsatisfied demand of 206,790. Also, for the product price analysis, four studies were carried out such as: a market, a technical, an administrative and an economic study. Within the economic study the fixed investment, deferred investment, costs, expenses, income statements, cash flow were determined in order to obtain the indicators. The initial investment required for the project is $82.29, the indicators that were calculated are the NPV with the amount of $151,587, IRR with a percentage of 38%, Cost Benefit Ratio $1.53, Investment Recovery Period of 1 year with 8 months. Once the economic study was calculated and analyzed, it was determined that the project is feasible and profitable in such a way that the implementation of this proposal is recommended