Evaluación del riesgo de insolvencia en el sector de publicidad y estudios de mercado de la ciudad de Cuenca en el periodo 2010 – 2018

Abstract

This work has the purpose to measure the risk of insolvency in the advertising and market research sector of the city of Cuenca in the period 2010 - 2018; to provide a tool that helps the company management complement the decision-making process. External factors of the sector were analyzed by conducting a PEST analysis. A diagnosis of the financial health of the company and the sector was elaborated, taking into account the calculation of the indicators of liquidity, indebtedness, profitability and efficiency or activity. As of 2018, the financial situation of the company has improved compared to its previous years, while the trends in the sector indicators are negative. Subsequently, the insolvency risk calculations were made based on the Altman and Ohlson models, with which the information could be contrasted to obtain accurate data. The results of this analysis showed that the sector is solid, it is not likely to fall into insolvency in the short term and in the same way the company has managed to leave the risk zone and place itself in a situation similar to the sector