Estudio de la factibilidad en la comercialización de productos personales de cuidado personal en la ciudad de Manta.

Abstract

This research evaluates the feasibility of marketing personal care products in Manta, Ecuador. The city has a potential market due to its demographic and economic growth and its young population, with women between 15 and 30 years of age as the main target segment. The strategic analysis includes a PESTEL and SWOT diagnosis that identifies opportunities such as the rise of natural beauty, the growth of e-commerce and the preference for sustainable products, while facing challenges such as local competition and strict regulations. The exploratory research employed surveys of 380 women, revealing a high demand for products that combat dryness and other common skin problems. From the technical point of view, a solid organizational model is proposed, optimizing the distribution and display of products at strategic points. Financially and economically, the project is projected to be viable, showing a positive Net Present Value (NPV), an attractive Internal Rate of Return (IRR) and a short payback period. It is concluded that the commercialization of personal care products in Manta is not only feasible, but can promote sustainable practices, respond to market needs and contribute to local economic development. The adoption of differentiation and innovation strategies will be key to capitalizing on this growing niche.