Las alternativas de importación de productos electrónicos con tendencia al ahorro energético: Caso SERTRON

Abstract

The study analyzes the feasibility for SERTRON to transition from a model focused on white goods maintenance services to the direct import of efficient electronic products, especially Split-type air conditioners and Smart TVs, as a diversification strategy to strengthen its competitive position in Guayaquil. The general objective is to evaluate the technical, financial, legal, environmental, and market viability of these import alternatives from China, under the hypothesis that vertical integration and the incorporation of high energy-efficiency technologies improve profitability and reduce dependence on intermediaries. The research was conducted with a mixed-methods approach, using financial analyses (NPV, IRR, break-even point, projected cash flow), import cost and Incoterm matrices, assessments of operational capacity and INEN regulations, as well as exploratory interviews with experts and environmental impact analysis associated with the use of efficient equipment. The results show that the CKD alternative for televisions requires high investment and offers limited profitability, whereas the import of Air Blue Split air conditioners presents favorable financial indicators, short payback periods, and suitable operational and legal feasibility. It is concluded that SERTRON should prioritize the line of efficient air conditioners as the initial axis of diversification, generating local employment and building a solid foundation for future expansions. Keywords: SERTRON, direct import, Split air conditioners, financial feasibility, business diversification.