Proyecto de valoración de marcas bajo el enfoque de ingresos/beneficios utilizando el flujo de caja descontado caso confite chocolates rocklets – empresa arcor

Abstract

Our project seeks to determine how profitable it may be the brand valuation, once prepared the market study and have made adequate financial analysis is put into consideration: The results of this project determined that the brand of candied chocolate Rocklets has wide acceptance and little growth in the Ecuadorian market because their motivation in buying is on a whim (hedonism), and its consumption is available to all social strata. The demand for this product has experienced a steady growth in recent years, however one must consider that their distribution is done through an importer (Argentina) to various distributors nationwide and its strategy for our market positioning should be based on communication and publicity of the product. At the conclusion of the project is proposed that Ecuador should have a high investment in machinery and capital acquisition for the manufacture of the product in our market. To evaluate the possibility of negotiating the brand, diversifying products, taking into account market behavior and the variables that directly affect him as preferences, costs, demand and supply. Conduct market research to position the brand and efficiently organize their organizational management within the country.