Plan de negocio para empresa Burkert mediante un análisis de mercado de la industria de bebidas gaseosas
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Archivos
Fecha
2017
Autores
Profesor/a Guía
Facultad/escuela
Idioma
es
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Editor
Universidad Andrés Bello
Nombre de Curso
Licencia CC
Licencia CC
Resumen
Burkert es una empresa de control de fluidos, que busca solucionar o satisfacer las necesidades de la industria de bebidas gaseosas en el país, asociada a la mejora continua de los procesos productivos. Se busca complementar las ventas de productos con las ventas de servicios de mantención o solución de problemas. Esta empresa contará con los profesionales más adecuados, para la entrega completa de un servicio de calidad total. Esta empresa estará ubicada en la comuna de Pudahuel.
Burkert entregará dos servicios, los cuales son la venta de productos como se mencionó anteriormente y la entrega de servicios de mantención y solución de problemas a las máquinas presentes en los procesos productivos. Se busca ser un nuevo competidor íntegro, con fines de crecimiento año tras año con el mejoramiento de la posición de la empresa.
La industria de bebidas gaseosas se divide en dos grandes empresas, las cuales son Coca Cola Company y CCU, Andinas y Embonor son franquicias de Coca Cola Company y ocupan más del 50% del mercado en la industria, en cuanto a CCU cubre entre 20-25% de la participación de mercado. La ubicación estratégica ayudará a centrarse en el mercado objetivo ubicado a los alrededores de la comuna, asegurando el éxito de la empresa. Para esto se llevará a cabo un plan de marketing, con el fin de plantear las estrategias que se llevaran a cabo y con el fin de comercializar los servicios de Burkert. La estrategia de posicionamiento ayudará a posicionar a Burkert como líder en control de fluidos en Chile, asegurando el cumplimiento de la misión y visión de la empresa.
La estrategia financiera, se basará en el crecimiento año tras año en las ventas de productos y mejoramiento de la rentabilidad de la empresa. Por otro lado, la inversión inicial que necesita la empresa, se logrará a través de entidades bancarias y financiamiento propio de la empresa, con el fin de disminuir el riesgo de los inversionistas. Mediante un análisis con flujo de caja a un horizonte de 5 años para
el escenario con financiamiento mixto, se obtuvo un VAN de $666.696.904, TIR de 63%, PRI de 2.2 años, asociada a una inversión de $386.500.000, con tasa de descuento WACC 14%.
Burkert is a fluid control company that seeks to solve or satisfy the needs of the soft drink industry in the country, associated with the continuous improvement of production processes. It seeks to complement product sales with sales of maintenance services or troubleshooting. This company will have the most suitable professionals, for the complete delivery of a total quality service. This company will be located in the commune of Pudahuel. Burkert will deliver two services, which are the sale of products as mentioned above and the delivery of maintenance and troubleshooting services to the machines present in the production processes. It seeks to be a new integrated competitor, with the aim of growing year after year with the improvement of the company's position. The soft drink industry is divided into two large companies, which are Coca Cola Company and CCU, Andinas and Embonor are Coca Cola Company franchises and occupy more than 50% of the market in the industry, as far as CCU covers between 20- 25% market share. The strategic location will help to focus on the target market located around the commune, ensuring the success of the company. For this, a marketing plan will be carried out, in order to outline the strategies that will be carried out and in order to commercialize the Burkert services. The positioning strategy will help position Burkert as a leader in fluid control in Chile, ensuring compliance with the mission and vision of the company. The financial strategy will be based on the year after year growth in product sales and improvement of the company's profitability. On the other hand, the initial investment needed by the company will be achieved through banking entities and the company's own financing, in order to reduce the risk of investors. Through an analysis with cash flow at a horizon of 5 years for the mixed financing scenario, a VAN of $ 666,696,904, TIR of 63%, PRI of 2.2 years, associated with an investment of $ 386,500,000, with a discount WACC 14%.
Burkert is a fluid control company that seeks to solve or satisfy the needs of the soft drink industry in the country, associated with the continuous improvement of production processes. It seeks to complement product sales with sales of maintenance services or troubleshooting. This company will have the most suitable professionals, for the complete delivery of a total quality service. This company will be located in the commune of Pudahuel. Burkert will deliver two services, which are the sale of products as mentioned above and the delivery of maintenance and troubleshooting services to the machines present in the production processes. It seeks to be a new integrated competitor, with the aim of growing year after year with the improvement of the company's position. The soft drink industry is divided into two large companies, which are Coca Cola Company and CCU, Andinas and Embonor are Coca Cola Company franchises and occupy more than 50% of the market in the industry, as far as CCU covers between 20- 25% market share. The strategic location will help to focus on the target market located around the commune, ensuring the success of the company. For this, a marketing plan will be carried out, in order to outline the strategies that will be carried out and in order to commercialize the Burkert services. The positioning strategy will help position Burkert as a leader in fluid control in Chile, ensuring compliance with the mission and vision of the company. The financial strategy will be based on the year after year growth in product sales and improvement of the company's profitability. On the other hand, the initial investment needed by the company will be achieved through banking entities and the company's own financing, in order to reduce the risk of investors. Through an analysis with cash flow at a horizon of 5 years for the mixed financing scenario, a VAN of $ 666,696,904, TIR of 63%, PRI of 2.2 years, associated with an investment of $ 386,500,000, with a discount WACC 14%.
Notas
Tesis (Ingeniero Industrial)
Palabras clave
Planificación Empresarial, Industria de Bebidas Gaseosas, Empresas de Control de Fluídos, Administración