Evaluación financiera para determinar la rentabilidad en la empresa Gadvay Hair Care & Beauty de la ciudad de Machala provincia del Oro, período 2017 – 2019

Abstract

The purpose of this research was to conduct a financial evaluation of the company Gadvay Hair Care & Beauty in Machala province of El Oro, period 2017 - 2019, to determine its profitability. In the first part of this study, the methodological framework was oriented by using both, a qualitative and quantitative research approaches. Qualitative because the proposal of performance strategies was necessary to promote profitability, and quantitative since it bases on the financial statements and ratio calculations. This research also follows a descriptive level since it was possible to expose the economic situational analysis. On the other hand, the research design was non-experimental for practical application since already-established calculations and financial tools were required. Finally, this is field research because the phenomena are observed in a natural environment and documentary since it funds from sources such as books, articles and financial documentation of the company and applied since it seeks to solve the company's economic problems. After this process, the evaluation showed an increase in sales from 2018 to 2019 of $476,721.84, 36% in reference to the previous year. However, it has been a lack of efficiency when controlling the costs generated by the line of business because in 2018, it represented 90% of total sales, but in the 2019 period, it came to present 95%; This has led to registering 2% profitability for the year 2019, showing that it decreased by 1% due to the excess cost of sales. Therefore, it is recommended to emphasize the possible risks of reduced utility, applying the proposed strategies, thus ensuring the reduction in sales costs to avoid a decline in the financial outcome.