Propuesta de estrategias financieras y análisis del rendimiento financiero antes y durante la pandemia a la empresa Unimax de la ciudad de Loja en el periodo 2014-2020.

Abstract

Abstract: The present research focuses on a comprehensive financial analysis of Unimax in Loja, focusing on the period 2014-2020, with special attention to the challenging year 2020 marked by the COVID-19 pandemic. Given the relevance of building products marketing companies in today's economy, the objective is to understand and improve Unimax's financial situation through specific strategies. During the period under review, the company's accounts reflect significant variations, driving the need to design financial strategies that boost its performance. The methodology adopted follows a qualitative, descriptive and analytical approach, without manipulation of variables, with a non-experimental and prospective approach to observe the natural conditions for a detailed analysis. The main objective is to provide a strategic diagnosis that provides crucial financial information about Unimax and, based on this information, to develop financial strategies to address areas of improvement. The results underscore the need to implement financial strategies that strengthen Unimax's performance, including diversification of funding sources and more efficient liquidity management. These measures are essential to reduce dependence on sales of construction supplies, especially in periods of economic uncertainty such as the pandemic.