Plan de negocios para la creación de una empresa productora y comercializadora de helados a la plancha en la ciudad de Otavalo
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Date
2019
Journal Title
Journal ISSN
Volume Title
Publisher
PUCE - Ibarra
Abstract
El siguiente proyecto se basa en un plan de negocios que consiste en la creación de una empresa productora y comercializadora de helados a la plancha en la ciudad de Otavalo, dadas las necesidades de los clientes en tener variedad de productos que brinden calidad, servicio, innovación y que sobretodo sean de precios accesibles. En la ciudad de Otavalo existen alrededor de siete negocios que ofrecen los tradicionales helados de paila además de una variedad de postres hechos a base frutas, de las cuales tan solo una brinda helados a la plancha, la misma que no ofrece diversidad de sabores pero si cuenta con un local de colores llamativos a la vista del cliente.
A pesar de no tener conocimientos en el mercado de helados se pretende contratar mano de obra calificada que sepa el manejo adecuado de este tipo de negocio, especialmente personas que cuenten con experiencia en atención al cliente, cuidando de la imagen del negocio y sepa promoverlo de la mejor manera, elaborando helados a la plancha con ingredientes de calidad complementados de un diseño único y novedoso, enfocado principalmente en abastecer y satisfacer las necesidades de los consumidores de la ciudad.
El presente plan de negocios contiene estudios de mercado que resultaron favorables y desfavorables, pues se confirmó que los consumidores de la ciudad buscan variedad en cuanto a productos y sabores pero que no están dispuestos a pagar precios diferentes al de la competencia pues ya están acostumbrados al precio establecido en el mercado, por lo cual se establecerán planes estratégicos acorde a sus necesidades. Se analizaron además varios puntos como el tipo de producto, precio, plaza y promoción para llegar a conocer de forma acertada las exigencias de los clientes, asimismo, en el estudio financiero se visualizó claramente la posibilidad de ejecutar esta idea de negocio pues cuenta con una demanda insatisfecha que se pretende cubrir con la comercialización de los helados a la plancha, tales aspectos se llegaron a conocer a través de los estados financieros presupuestados y del análisis de los medidores de bondad financiera.
The following project is based on a business plan that consists of the creation of a company that produces and sells grilled ice cream in the city of Otavalo, given the needs of customers to have a variety of products that provide quality, service, innovation and that above all they are of accessible prices. In the city of Otavalo there are about seven businesses that offer the traditional paila ice creams in addition to a variety of desserts made with fruit, of which only one offers grilled ice cream, which does not offer diversity of flavors but It has a local bright colors in view of the customer. Despite not having knowledge in the ice cream market, it is intended to hire skilled labor that knows the proper management of this type of business, especially people who have experience in customer service, taking care of the business image and know how to promote it the best way, making grilled ice cream with quality ingredients complemented by a unique and novel design, focused mainly on supplying and satisfying the needs of the city's consumers. This business plan contains market studies that were favorable and unfavorable, as it was confirmed that the consumers of the city seek variety in terms of products and flavors but are not willing to pay different prices from the competition because they are already used to price established in the market, for which strategic plans will be established according to their needs. In addition, several points were analyzed such as the type of product, price, place and promotion to get to know the customer's needs in an accurate way. Also, in the financial study, the possibility of executing this business idea was clearly visualized because it has a unsatisfied demand that is intended to be covered by the sale of ice-creams to the plate, such aspects became known through the budgeted financial statements and the analysis of the financial goodness meters.
The following project is based on a business plan that consists of the creation of a company that produces and sells grilled ice cream in the city of Otavalo, given the needs of customers to have a variety of products that provide quality, service, innovation and that above all they are of accessible prices. In the city of Otavalo there are about seven businesses that offer the traditional paila ice creams in addition to a variety of desserts made with fruit, of which only one offers grilled ice cream, which does not offer diversity of flavors but It has a local bright colors in view of the customer. Despite not having knowledge in the ice cream market, it is intended to hire skilled labor that knows the proper management of this type of business, especially people who have experience in customer service, taking care of the business image and know how to promote it the best way, making grilled ice cream with quality ingredients complemented by a unique and novel design, focused mainly on supplying and satisfying the needs of the city's consumers. This business plan contains market studies that were favorable and unfavorable, as it was confirmed that the consumers of the city seek variety in terms of products and flavors but are not willing to pay different prices from the competition because they are already used to price established in the market, for which strategic plans will be established according to their needs. In addition, several points were analyzed such as the type of product, price, place and promotion to get to know the customer's needs in an accurate way. Also, in the financial study, the possibility of executing this business idea was clearly visualized because it has a unsatisfied demand that is intended to be covered by the sale of ice-creams to the plate, such aspects became known through the budgeted financial statements and the analysis of the financial goodness meters.
Description
Keywords
Plan de negocios, Comercialización