Centro de atención y cuidado integral del adulto mayor “Dulce Compañía”
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Archivos
Fecha
2023
Profesor/a Guía
Facultad/escuela
Idioma
es
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Universidad Andrés Bello
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Licencia CC
Licencia CC
Resumen
El plan de negocios abordado en este proyecto busca resolver una de las necesidades más sensibles de nuestra sociedad, la cual tiene estrecha relación con el envejecimiento de la población chilena y su trayectoria tendencial de los siguientes años, pudiendo evidenciar bajo las proyecciones del Instituto Nacional de Estadísticas (INE) que la población de mayor o igual a 65 años de edad serán unos aproximados 4.000.000 de habitantes en el país para el año 2035. La tecnología junto a la medicina ha evolucionado de tal manera que las expectativas y esperanza de vida aumentan y la población longeva este en constante crecimiento, además debemos reconocer que existe una tasa decreciente de fecundidad, natalidad y mortalidad, junto con lo anterior, los cambios de la sociedad, la distribución familiar, actividades económicas, académicas y laborales muchas veces reducen el tiempo en casa para poder atender y cuidar a nuestros adultos mayores.
El proyecto que se presenta llamado comercialmente, “Dulce Compañía” propone ofrecer servicios a hombres y mujeres a partir de los 60 años con características autovalentes y con una clasificación socioeconómica ABC1, principalmente con domicilios en el sector oriente de Santiago de Chile, una residencia de alto estándar y talleres personalizados. Los estudios que podremos encontrar en la investigación confirman la tendencia del envejecimiento del país y a su vez el crecimiento del grupo socio económico que atender, proponiendo como objetivo central, humanizar el cuidado del adulto mayor evitando que pierdan el control de sus propias vidas.
Por consiguiente, el crecimiento de la demanda genera interés e incentivos para poder resolver necesidades en el grupo etario a través de productos y servicios que se puedan ofrecer.
Para poder formalizar y ejecutar el proyecto con viabilidad económica y financiera, se utilizarán metodologías tales como, un diagnóstico competitivo, que nos permite reconocer los mercados
existentes, tamaño de la industria y su ciclo de vida, estimación de la demanda actual y su crecimiento, analizar competidores, reconocer las barreras de entrada y salida de la industria, analizar el macro entorno, las cifras de la economía local y como impactan en el desarrollo de nuestro proyecto tales como, inflación, tasa de interés, tasa de desempleo entre otros.
La investigación de mercado desarrollada nos permitirá conocer la percepción que tiene la población de los adultos mayores, sus familiares y/o cuidadores respecto de la posibilidad de acceder a un Centro de atención y cuidado integral del Adulto Mayor en la comuna de Providencia, además podremos determinar disposiciones de pagos, rangos de precios, determinar la competencia y el posicionamiento de mercado.
El plan de marketing tendrá como objetivo general aumentar en un 15% de clientes durante los primeros 5 años y las proyecciones de ventas a 12 meses buscan proponer una realidad en 3 escenarios para poder proyectar los ingresos futuros y como se podrían comportar.
El desarrollo de recursos humanos al interior del proyecto será eje clave para poder levantar elementos diferenciadores en el servicio, la metodología y los procesos implementados tendrán como finalidad, formar, retener y empoderar al equipo en sus funciones brindando una calidad de atención por sobre el promedio de mercado.
Nuestro plan financiero elaborado retrata la viabilidad financiera del proyecto y como este se puede ejecutar con la inversión propuesta de tal forma que tengamos certeza y baja incertidumbre de poder desarrollarlos según metodologías propuestas.
Los invitamos cordialmente a conocer en detalles acabados toda la propuesta elaborada.
The business plan addressed in this project seeks to resolve one of the most sensitive needs of our society, which is closely related to the aging of the Chilean population and its trend trajectory in the following years, being able to demonstrate under the projections of the National Institute of Statistics (INE) that the population over 65 years of age will be approximately 4,000,000 habitants in the country by the year 2035. Technology and medicine have evolved in such a way that the expectations and hope of life increase, and the long-lived population is constantly growing. We must also recognize that there is a decreasing rate of fertility, birth, and mortality. Along with the above mentioned, changes in society, family distribution, economic, academic, and work activities often reduce time at home to attend to and care for our elders. The presented project is commercially called "Dulce Compañía" It proposes to offer services to men and women over 60 with self-capable characteristics and an ABC1 socioeconomic classification, mainly with homes in the eastern sector of Santiago de Chile, a high-standard residence, and personalized workshops. The studies that we found in the research confirm the aging trend of the country and, in turn, the growth of the socioeconomic group to be served, proposing as a central objective is humanizing the care of older adults and preventing them from losing control of their own lives. Consequently, the growth in demand generates interest and incentives to resolve needs in the age group through products and services that can be offered. In order to formalize and execute the project with economic and financial viability, methodologies will be used, such as a competitive diagnosis, which will allow us to recognize existing markets, the size of the industry and its life cycle, estimation of current demand and its growth, analyze competitors, identify the entry barriers and exit of the industry, explore the macro environment, the figures of the local economy and how they impact the development of our project such as inflation, interest rate, unemployment rate among others. The market research developed will allow us to know the perception of older adults, their relatives, and caregivers regarding the possibility of accessing a center for comprehensive care and attention of the Elderly in the commune of Providencia. We will also be able to determine payment arrangements, price ranges, competition, and market positioning. The marketing plan will aim to increase customers by 15% during the first five years. The 12-month sales projections propose a reality in 3 scenarios to project future income and how it could behave. The development of human resources within the project will be a key to building differentiating elements in the service. The methodology and processes implemented will train, retain, and empower the team in their functions, providing above-average quality of care for the market. Our prepared financial plan portrays the project's economic viability and how it can be executed with the proposed investment so that we have certainty and low uncertainty of developing them according to the proposed methodologies. We cordially invite you to learn in detail the entire proposal.
The business plan addressed in this project seeks to resolve one of the most sensitive needs of our society, which is closely related to the aging of the Chilean population and its trend trajectory in the following years, being able to demonstrate under the projections of the National Institute of Statistics (INE) that the population over 65 years of age will be approximately 4,000,000 habitants in the country by the year 2035. Technology and medicine have evolved in such a way that the expectations and hope of life increase, and the long-lived population is constantly growing. We must also recognize that there is a decreasing rate of fertility, birth, and mortality. Along with the above mentioned, changes in society, family distribution, economic, academic, and work activities often reduce time at home to attend to and care for our elders. The presented project is commercially called "Dulce Compañía" It proposes to offer services to men and women over 60 with self-capable characteristics and an ABC1 socioeconomic classification, mainly with homes in the eastern sector of Santiago de Chile, a high-standard residence, and personalized workshops. The studies that we found in the research confirm the aging trend of the country and, in turn, the growth of the socioeconomic group to be served, proposing as a central objective is humanizing the care of older adults and preventing them from losing control of their own lives. Consequently, the growth in demand generates interest and incentives to resolve needs in the age group through products and services that can be offered. In order to formalize and execute the project with economic and financial viability, methodologies will be used, such as a competitive diagnosis, which will allow us to recognize existing markets, the size of the industry and its life cycle, estimation of current demand and its growth, analyze competitors, identify the entry barriers and exit of the industry, explore the macro environment, the figures of the local economy and how they impact the development of our project such as inflation, interest rate, unemployment rate among others. The market research developed will allow us to know the perception of older adults, their relatives, and caregivers regarding the possibility of accessing a center for comprehensive care and attention of the Elderly in the commune of Providencia. We will also be able to determine payment arrangements, price ranges, competition, and market positioning. The marketing plan will aim to increase customers by 15% during the first five years. The 12-month sales projections propose a reality in 3 scenarios to project future income and how it could behave. The development of human resources within the project will be a key to building differentiating elements in the service. The methodology and processes implemented will train, retain, and empower the team in their functions, providing above-average quality of care for the market. Our prepared financial plan portrays the project's economic viability and how it can be executed with the proposed investment so that we have certainty and low uncertainty of developing them according to the proposed methodologies. We cordially invite you to learn in detail the entire proposal.
Notas
Proyecto fin de máster (Magíster en Administración de Empresas)
Palabras clave
Asilos de Ancianos, Emprendimiento, Residencias para el Adulto Mayor, Chile, Providencia (Santiago)