Plan de negocios para un sistema de monitoreo multidimensional con empleo de drones orientado a la industria forestal y agrícola en la región del Maule
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Fecha
2021
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es
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Universidad Andrés Bello
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Licencia CC
Licencia CC
Resumen
Este proyecto tuvo como objetivo proponer un plan de negocios para un sistema de
monitoreo con empleo de drones orientado a la industria forestal y agrícola en la región
del Maule, lo cual se buscó lograr a través de la elaboración de un análisis estratégico
PESTEL y PORTER que estableciera la estrategia competitiva a implementar a este plan
de negocios. Junto con lo anterior, se desarrolló un análisis de mercado que determinó
las características de oferta y demanda para el segmento relacionado con el plan de
negocios propuesto y se construyó un plan de marketing en base a la estrategia de
marketing mix. Posteriormente se definió un plan de gestión de personas y un plan
operativo y finalmente se realizaron los cálculos para establecer la viabilidad de un plan
financiero de 5 años. Para lo anterior se utilizó una metodología estándar, cualitativa, de
tipo interpretativa, con el fin de llevar a cabo una revisión tanto bibliográfica como
documental, de las experiencias generadas en la industria actual de drones y su real
aplicabilidad en el sector agrícola, y forestal. Del trabajo realizado se logró establecer que
el modelo de negocios planteado ofrece una importante ventaja competitiva en el
monitoreo multidimensional, lo cual puede ser un factor diferenciador y de valor agregado
al servicio que se desea ofrecer. Junto con lo anterior, se establecieron las estrategias
de marketing a través de la segmentación diferenciada del mercado, y las acciones
estratégicas que movilizaran el producto, plaza, precio y promoción de este proyecto.
Finalmente, como evaluación concluyente de este análisis, se realizó el cálculo de la
factibilidad financiera del negocio, cuyos resultados fueron altamente positivos, con un
VAN de $ 929.064.450, una TIR de 143% y un payback es de 0.25 años lo cual indicó
que el modelo de negocios planteado es altamente rentable, considerando un tiempo de
evaluación financiera de 5 años al cual fue sometido. De esta manera, la progresión en
el largo plazo, dado los cálculos anteriores y los estudio realizados, promueven la
operación exitosa del negocio en los años posteriores al horizonte de evaluación
realizado.
The objective of this project was to propose a business plan for a monitoring system with the use of drones aimed at the forestry and agricultural industry in the Maule region, which was sought to achieve through the development of a strategic analysis PESTEL and PORTER that establish the competitive strategy to implement this business plan. Along with the above, a market analysis was developed that determined the supply and demand characteristics for the segment related to the proposed business plan and a marketing plan was built based on the marketing mix strategy. Subsequently, a people management plan and an operational plan were defined and finally the calculations were made to establish the viability of a 5-year financial plan. For the above, a standard, qualitative, interpretive methodology was used in order to carry out a bibliographic and documentary review of the experiences generated in the current drone industry and its real applicability in the agricultural and forestry sectors. From the work carried out, it was possible to establish that the proposed business model offers an important competitive advantage in multidimensional monitoring, which can be a differentiating factor and an added value to the service to be offered. Along with the above, the marketing strategies were established through the differentiated segmentation of the market, and the strategic actions that would mobilize the product, place, price and promotion of this project. Finally, as a conclusive evaluation of this analysis, the calculation of the financial feasibility of the business was carried out, whose results were highly positive, with a NPV of $ 929,064,450, an IRR of 143% and a payback of 0.25 years, which indicated that the proposed business model is highly profitable, considering a financial evaluation period of 5 years to which it was subjected. In this way, the progression in the long term, given the previous calculations and the studies carried out, promote the successful operation of the business in the years after the evaluation horizon carried out.
The objective of this project was to propose a business plan for a monitoring system with the use of drones aimed at the forestry and agricultural industry in the Maule region, which was sought to achieve through the development of a strategic analysis PESTEL and PORTER that establish the competitive strategy to implement this business plan. Along with the above, a market analysis was developed that determined the supply and demand characteristics for the segment related to the proposed business plan and a marketing plan was built based on the marketing mix strategy. Subsequently, a people management plan and an operational plan were defined and finally the calculations were made to establish the viability of a 5-year financial plan. For the above, a standard, qualitative, interpretive methodology was used in order to carry out a bibliographic and documentary review of the experiences generated in the current drone industry and its real applicability in the agricultural and forestry sectors. From the work carried out, it was possible to establish that the proposed business model offers an important competitive advantage in multidimensional monitoring, which can be a differentiating factor and an added value to the service to be offered. Along with the above, the marketing strategies were established through the differentiated segmentation of the market, and the strategic actions that would mobilize the product, place, price and promotion of this project. Finally, as a conclusive evaluation of this analysis, the calculation of the financial feasibility of the business was carried out, whose results were highly positive, with a NPV of $ 929,064,450, an IRR of 143% and a payback of 0.25 years, which indicated that the proposed business model is highly profitable, considering a financial evaluation period of 5 years to which it was subjected. In this way, the progression in the long term, given the previous calculations and the studies carried out, promote the successful operation of the business in the years after the evaluation horizon carried out.
Notas
Tesis (Ingeniero Industrial)
Palabras clave
Planificación Empresarial, Drones, Aspectos Económicos, Industria de Productos Forestales, Agricultura, Chile, Maule