Plan de negocios para la creación de una empresa productora y comercializadora de un producto bebible a base de café molido soluble, en una presentación de fundas de filtro con concentración de frutas características del Ecuador
The present document consists in a business plan for creating a Company that produces coffee mixed with fruit essences, in a tea filter bag presentation. The legal constitution of the Company is determined as a Limited Company in the Quito Superintendence of Companies, and domiciled in Carapungo are...
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| Format: | bachelorThesis |
| Language: | spa |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://dspace.udla.edu.ec/handle/33000/4384 |
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Add Tag | Summary: | The present document consists in a business plan for creating a Company that produces coffee mixed with fruit essences, in a tea filter bag presentation. The legal constitution of the Company is determined as a Limited Company in the Quito Superintendence of Companies, and domiciled in Carapungo area. Caffrú is in the manufacturing industry, with an average growth from 2010 to 2013 of 4,9%, and that of the food industry is 4,5%. The company is classified specifically in the sub-industry of “other food products”, which its average growth rate of the last five years is 5,7%. The potential market for 2015 represents 358.916 people. The segment which the company aims is men and women from Quito, from stratum A, B and C+, from 25 to 55 years, with acceptance to consume the product, which was determined through a cuantitative market research method through a survey. A cualitative method was also applied through a focus group and expert interviews in order to define other variables that facilitate the definition of the business. The general marketing strategy is differentiation, due to it looks for offering a product with characteristics that deliver to the consumer a superior value proposal, supported by communication and marketing strategies that generate a strong positioning based on its differentiators and in the exploitation of new food consumer trends, and also by having a product configuration that gives a competitive advantage from other brands. The operations strategy of Caffrú consists in planning production in lots, according to the orders generated by retailer chains, such that production takes place accurately and timely, trying to actually sell everything produced. This allows avoiding costs due to over-stock, reaching efficiency and avoiding under-stock. The Company structure is functional, stablished by considerating the expected volume of operations and the processes of its productive chain. Annual training to the associates will take place in order to give continuity to learning. Given that the company type is industrial and the product is a mass consumption one, the values to transmit to the associates to assure the business success are, among others, security, quality, efficiency, innovation and profitability. In the expected scenery, initial investment is $35.125,14, with a Present Net Value of $25.728,23 and an Internal rate of Return of 44,17%. |
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