Estudio de factibilidad para la implementación de un emprendimiento de decoraciones y arreglos florales en la ciudad de Manta.

Abstract

The objective of this feasibility study was to analyze the feasibility of implementing a flower arrangement business in the city of Manta. To this end, a market study was conducted using the survey technique, which was applied to a sample of 383 inhabitants of the city of Manta, where the purchase intention and consumption habits of the target public were identified, in addition to analyzing the main competencies through the competitive profile matrix. Those results allowed the development of the technical analysis that defined the size of the enterprise, the organizational study that structured the business, and the marketing strategies aimed at positioning Casa Floral EMES in the floral market of the city of Manta. It ended with the financial analysis that determined the costs, income and economic projections of the business. The result showed profitability with an Internal Rate of Return of 21%, far exceeding the opportunity cost of 10.49% and a Net Present Value of $12,011.24, which confirmed that the investment will generate significant economic benefits. Concluding that the implementation of the enterprise is feasible and represents a viable opportunity to meet the needs of the floral market in Manta.