Análisis de factibilidad de nuevo local de la maría orgánica en Guayaquil

Abstract

CONDITION FOR PUBLICATION OF PROJECT. project evaluates the feasibility of relocating the business La María Orgánica in Guayaquil, analyzing four potential areas: Samborondón, Ceibos, Kennedy, and Vía a la Costa. The objective is to identify the location that optimizes its positioning, increases its client portfolio, and strengthens sales. The approach considers that moving to an area with higher foot traffic, an aligned consumer profile, and a safe environment will increase competitiveness and profitability. The need arises from the limitations of the current premises in Urdesa, which affect visibility, space, and accessibility. The research combined macroeconomic analysis (PESTEL and Porter’s Five Forces), strategic evaluation (SWOT analysis by area, weighted multicriteria matrix), and structured observation of the environment, along with a projected financial study. La María Orgánica provided key information about its operations and finances, which allowed for the preparation of realistic projections and the definition of criteria for the search of new premises. The results revealed that Samborondón offers the best strategic and financial conditions, with a projected NPV of USD 31,257 and an IRR of 52%. It is concluded that this area represents the most favorable alternative for relocation, provided that operating costs are optimized and its high commercial potential is leveraged. Keywords: profitability, macroeconomic analysis, projections, strategic evaluation, operating costs.