Estudio de prefactabilidad para una empresa de publicidad en rótulos y marketing
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Date
2025-11-13
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
PublicidadEstudio de prefactabilidad para una empresa de publicidad en rótulos y marketing El estudio evaluó la viabilidad de crear una empresa de diseño, fabricación e instalación de rótulos y servicios de marketing visual en Lempira, Honduras. Se identificó una demanda insatisfecha por soluciones modernas de publicidad exterior, predominando métodos tradicionales y materiales poco duraderos. A través de encuestas a empresas locales y entrevistas a expertos, se confirmó el interés en tecnologías innovadoras como impresión digital, corte láser e iluminación LED. El análisis determinó que la mayoría de los negocios priorizan la calidad, durabilidad y cumplimiento legal en la señalización, además de valorar la contratación de proveedores locales para fortalecer la economía regional. El modelo de negocio propuesto integra servicios de diseño, instalación, mantenimiento y asesoría en marketing visual, apoyado en alianzas estratégicas y el uso de materiales resistentes al clima. El estudio financiero proyectó un periodo de recuperación de inversión atractivo y rentabilidad bajo escenarios optimistas, aunque sensible a cambios en ingresos y costos. Se concluye que el proyecto es viable, con potencial de modernizar la publicidad visual, generar empleo local y contribuir al desarrollo económico de Lempira.
The study evaluated the feasibility of establishing a company dedicated to the design, manufacturing, and installation of signage and visual marketing services in Lempira, Honduras. An unmet demand for modern outdoor advertising solutions was identified, with traditional methods and low-durability materials prevailing in the region. Through surveys of local businesses and interviews with experts, interest in innovative technologies such as digital printing, laser cutting, and LED lighting was confirmed. The analysis determined that most businesses prioritize quality, durability, and legal compliance in signage, and value hiring local suppliers to strengthen the regional economy. The proposed business model integrates services in design, installation, maintenance, and visual marketing consultancy, supported by strategic partnerships and the use of weather-resistant materials. The financial study projected an attractive investment recovery period and profitability under optimistic scenarios, although it remains sensitive to changes in income and costs. The conclusion is that the project is viable, with the potential to modernize visual advertising, generate local employment, and contribute to the economic development of Lempira.
The study evaluated the feasibility of establishing a company dedicated to the design, manufacturing, and installation of signage and visual marketing services in Lempira, Honduras. An unmet demand for modern outdoor advertising solutions was identified, with traditional methods and low-durability materials prevailing in the region. Through surveys of local businesses and interviews with experts, interest in innovative technologies such as digital printing, laser cutting, and LED lighting was confirmed. The analysis determined that most businesses prioritize quality, durability, and legal compliance in signage, and value hiring local suppliers to strengthen the regional economy. The proposed business model integrates services in design, installation, maintenance, and visual marketing consultancy, supported by strategic partnerships and the use of weather-resistant materials. The financial study projected an attractive investment recovery period and profitability under optimistic scenarios, although it remains sensitive to changes in income and costs. The conclusion is that the project is viable, with the potential to modernize visual advertising, generate local employment, and contribute to the economic development of Lempira.
Keywords
Marketing, Publicidad, Innovación