Plan de negocios para la introducción del desengrasante Degry Speed BH de la empresa Lisolin S.A. en el nuevo segmento de mercado de estaciones de servicios a través de las comercializadoras que tienen su matriz en la ciudad de Guayaquil para el año 2019.
The company Lisolin SA is a company of national origin whose economic activity is the manufacture and marketing of cleaning chemicals for the industrial sector. The idea of introducing the Degry Speed BH degreaser into a new market for the company is proposed, as are the service stations in the city of Guayaquil that are served by their own marketers and thus expand their market niches and increase the sales of the degreaser that less turnover has in the industrial sector. This degreaser provides the characteristics and requirements that this new market requires, both in quality, performance, price and ecology. The following business plan shows the market study in which the degreaser is to be introduced in the city of Guayaquil, through field research and using the survey instrument it was possible to establish the needs and requirements of the distributors of fuel as well as the quantities that they consume and suppliers that supply them. With the compilation of this information the objective and the necessary strategies are established so that the interests of the company are fulfilled, such as the increase in sales of the degreaser and the introduction in a new market. It is established that one of the current vendors of the company attends this new market that wants to capture with the introduction of degreaser Degry Speed BH. For the implementation of this business plan will be financed in part with external contributions and another part with own resources of the company and this will be solved the working capital, administrative expenses and sales, production and distribution of the finished product. In the projection of financial statements and flows the results obtained are very favorable and the business plan is viable, having in the third year the recovery of the investment and a higher rate of return on the investment than if it were carried out in the financial system.