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Cool Down

In: Other Topics

Submitted By noneco123
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RESUMEN EJECUTIVO

I. INFORMACION GENERAL

1. UNIDAD EJECUTORA DEL ESTUDIO

Flores Milla, Andrés Arturo Facultad de Marketing
Gonzales Campos, Vicente Alberto Facultad de Economía
Rondón Cordano, Bruna Facultad de Marketing
Tejada Carranza, Juan Pablo Facultad de Marketing

2. INFORMACION GENERAL DEL PROYECTO

* Razón Social y Nombre Comercial: “Bebidas Saludables S.A.C. - “Cool Down” * Ubicación de la Empresa: Mz. D Lote 14 Los Viñedos San Antonio de Huachipa. * Actividad de la Empresa: Elaboración y comercialización de tés relajantes a base de valeriana, manzanilla, pimpinela, esencia de flor de pasión y té verde, comercializados en dos presentaciones de 250ml y 500ml. Dirigido a empresarios y ejecutivos entre 25 a 39 años, de NSE A y B expuestos a altos niveles de estrés.

3. OPORTUNIDAD DE NEGOCIO, FACTORES DE ÉXITO

El 60% de los limeños padece de estrés, principalmente los que se encuentran entre las edades de 25 y 50 años, según el diario “La Republica”, masa poblacional que entra en un estado de ansiedad, incertidumbre y en muchos casos desesperación, para estas personas se ha creado “Cool Down”, un té relajante listo para beber hecho a base de insumos naturales, que actúa sobre el sistema nervioso de las personas, mejorando su aprendizaje, concentración y facilita la relajación, sin llegar a adormecer al consumidor. La practicidad, sabor y funcionalidad de “Cool Down” hacen de este un producto que ganará adeptos rápidamente.

4. ESTRATEGIA DE PROYECTO

Se utilizara la estrategia de “Nicho”, conformado por personas entre 25 a 39 años que forman parte de la PEA, de NSE A y B, quienes tienen puestos de ejecutivos, gerentes, o empresarios, se encuentran realizando estudios de especialización, postgrado y maestría. Los distritos escogidos fueron los de Miraflores, San Isidro, San Borja, Surco, La Molina, Jesús María, Lince, Pueblo Libre, Magdalena y San Miguel por tener los más altos índices de población de NSE A y B.

5. COMPETENCIA

* “Relájate”: es una bebida relajante de la empresa Yumax y tiene un único sabor a frutos rojos. Entre sus principales ingredientes están la manzanilla, hierba luisa y L-Theanina que se encuentra en el té verde. Además está dirigida para deportistas. * Wawasana: Infusiones naturales “Relax” y “Dulces Sueños” compite de manera indirecta con “Cool Down”. Sus presentaciones son de cajas de 20 unidades de filtrantes. * Hierbas: tales como la manzanilla, hierba luisa, valeriana, pimpinela, hojas de azahar, té verde, etc. Se comercializan en puestos de mercado o tiendas naturistas. Es necesario hacer infusiones de estas hierbas para poder consumirlas.

6. MERCADO PROVEEDOR

Puestos de hierba del mercado mayorista de “La Parada”: proveedores de pimpinela, valeriana, té verde y manzanilla seca, se comprometieron a traer las hierbas los días acordados y mostraron amplio conocimiento de las hierbas.
Montana S.A: se encargaran de vendernos ácido cítrico, jarabe invertido, esencia de maracuyá y esencia de limón, siendo un reconocido proveedor de insumos para la industria alimentaria.

7. INVERSION

La inversión del proyecto asciende a $81,432, la inversión en Activo Fijo Tangible asciende a $38,797 (48% del total), la inversión en Activo Fijo Intangible asciende a $6,391 (8% del total) y la inversión en Capital de Trabajo asciende a $36,244 (48% del total).

8. CONCLUSIONES

Se puede concluir que las condiciones del mercado son favorables para introducir un nuevo producto que satisfaga la necesidad de reducir los niveles de estrés y ansiedad; la competencia de esta nueva categoría es casi nula, sólo “Relajaté” es la marca que más se asemeja a nuestro producto, en tanto a los sustitutos, estos no representan un alto costo de cambio para los consumidores pues en su mayoría estos van dirigidos a deportistas.

II. ESTUDIO DE MERCADO

9. DEFINICION DE PRODUCTO

“Cool Down”, cuyo nombre en español significa “Relájate” es una bebida lista para tomar, hecha a base de valeriana, manzanilla, pimpinela, esencia de flor de pasión, esencia de limón y té verde, hierbas con propiedades relajantes, digestivas y aromáticas. El producto viene en dos presentaciones: 250ml y 500 en el sabor de limón. 10. USOS Y BENEFICIOS
“Cool Down” es un té listo para tomar con propiedades relajantes, digestivas y aromáticas, único en el mercado peruano. Este producto satisface la necesidad de las personas de relajarse tomando un producto natural, esta bebida actúa sobre el sistema nervioso mejorando el aprendizaje, concentración y elimina la ansiedad, cabe resaltar que causa sueño. 11. PRECIO DE PRODUCTO O SERVICIO
El precio que se presenta, es el que se le dará al distribuidor, retails como Supermercados Peruanos y Autoservicios Listo, el precio sin IGV de la botella de 250ml es de $0.87 y la de 500ml es de $1.59, siendo el precio sugerido al público de $1.50 y $2.66 con IGV para cada presentación respectivamente.

12. COMERCIALIZACION Y PROMOCION

Siguiendo la línea de la estrategia de nicho, se buscará proyectar selectividad, es por eso que se han elegido solo 3 canales de distribución: Plaza Vea, Vivanda y Primax, de los distritos que tienen mayor concentración de personas de NSE A y B: Jesús María, Lince, Pueblo Libre, Magdalena, San Miguel, Miraflores, San Isidro, San Borja, Surco y La Molina.
Durante el primer año se buscará crear conciencia de marca y ser conocidos entre el target market, por lo que hay un fuerte desembolso en gastos de marketing el cual será invertido en medios ATL, como televisión y vallas.

13. MERCADO OBJETIVO

El mercado objetivo reside dentro de Lima en los distritos de Miraflores, San Isidro, San Borja, Surco, La Molina, Jesús María, Lince, Pueblo Libre, Magdalena y San Miguel. Además, son personas cuyas edades fluctúan entre los 25 y 39 años de edad, forman parte de la Población Económicamente Activa (PEA). Asimismo, estas personas pertenecen a los Niveles Socioeconómicos A y B. Por otro lado, el público objetivo son personas que se encuentran laborando dependiente o independientemente, que estén culminando sus estudios universitarios o cursando estudios de especialización como postgrados o maestrías. Además, pertenecen a dos estilos de vida: “Los Sofisticados” y “Las Modernas”, personas innovadoras, liberales, cosmopolitas, preocupadas por su imagen personal, que trabajan, estudian y les encanta salir de compras.

14. PRONOSTICO DE VENTAS

El siguiente cuadro muestra los ingresos para los 5 años del estudio. El precio no incluye IGV y es de $0.87 (presentación de 250 ml) y de $ 1,59 (Presentación de 500 ml). El porcentaje de crecimiento de las ventas es de 5% para el segundo año, 6% para el tercer año y 5% para el cuarto y quinto año:

| Año 1 | Año 2 | Año 3 | Año 4 | Año 5 | En unidades | 216,898 | 228,577 | 241,477 | 254,496 | 268,242 | Precio promedio / US$ x unidad | $ 1.23 | $ 1.23 | $ 1.23 | $ 1.23 | $ 1.23 | Ingresos Promedio (en US$) | $ 267,161 | $ 281,546 | $ 297,435 | $ 313,472 | $ 330,402 |

15. IDENTIFICACION Y MATRIZ FODA DEL PRODUCTO

El siguiente cuadro muestra las principales fortalezas, debilidades, oportunidades y amenazas para el producto “Cool Down”.

| Fortaleza | Debilidad | Oportunidad | Amenaza | “Bebidas Saludables S.A.C. - “Cool Down” | Producto único en el mercado peruano, utilizando hierbas medicinales que crecen en tierras peruanas con bajos costos de producción. | Falta de conocimiento de la marca en el mercado, con posibles dudas sobre los efectos naturales del producto. | Incremento del PBI per cápita y más del 60% de limeños padecen cuadros de estrés pidiendo días libres en sus trabajos. | Existencia de sustitutos (infusiones), posible entrada de competidores y alto poder de negociación de minoristas. |

III. INFORMACIÓN FINANCIERA 16. FLUJO DE CAJA

El flujo de caja económico alberga los flujos de entrada y de salida, agregándole a este el flujo de inversiones que el proyecto poseerá, en base a este se calcularán los indicadores financieros que el proyecto requiera para el análisis.

| Año 0 | Año 1 | Año 2 | Año 3 | Año 4 | Año 5 | Ingresos | | $235,588 | $281,929 | $297,752 | $313,895 | $330,845 | Egresos | | ($255,479) | ($256,241) | ($266,069) | ($276,014) | ($286,514) | Utilidad Operativa | | ($19,891) | $ 25,688 | $ 31,683 | $ 37,882 | $ 44,331 | Flujo de Capital | ($81,432) | ($609) | ($2,083) | ($2,096) | ($2,216) | | Flujo Caja Económico | ($81,432) | ($20,500) | $ 23,605 | $ 29,587 | $ 35,665 | $ 44,331 |

La financiera “Mi Banco” proporcionará el 60% del capital de trabajo y el 60% de la inversión en activo fijo a una TEA de 18%, esto apoyará la fuerte inversión que se debe realizar para este proyecto: | Año 0 | Año 1 | Año 2 | Año 3 | Año 4 | Año 5 | Servicio de la deuda | $45,025 | ($17,708) | ($19,798) | ($17,341) | | | Flujo Caja Financiero | ($36,408) | ($38,208) | ($3,806) | $12,246 | $35,665 | $44,331 |

17. INVERSION INICIAL

La inversión inicial es de $81,432, monto del cual el 48% está destinado a la adquisición de activo fijo tangible, el 8% a activo fijo intangible y el 45% a capital de trabajo.

Inversión Inicial | Inversión (US$) | Inversión (%) | Activo Fijo Tangible (Fijos) | $ 38,797 | 48% | Activo Fijo Intangible | $ 6,391 | 8% | Capital de Trabajo | $ 36,244 | 45% | Total Inversión Inicial US$ | $ 81,432 | 100% |

18. FINANCIAMIENTO Y ESTRUCTURA DE CAPITAL

El capital social aportado asciende a $ 36,408 dólares, representa el 45% de total de capital, mientras que la deuda está compuesta por dos préstamos del 60% para el capital de trabajo y del 60% de los activos fijos tangibles, la TEA es de 18%.

Financiamiento | Monto (US$) | % | Capital Propio | $ 36,408 | 44.7% | Deuda | $ 45,025 | 55.3% |
Tasa interés anual =18%

19. INDICADORES DE RENTABILIDAD

La tasa interna de retorno o TIR se utiliza como indicador de rentabilidad de un proyecto, a mayor TIR mayor rentabilidad, esta se debe comparar con el costo de oportunidad del inversionista para evaluar si el proyecto es rentable o no.

Tasa Interna de Retorno Financiera. | 17.94% |

20. CONCLUSIONES Y RECOMENDACIONES FINANCIERAS

Las conclusiones financieras que se pueden observar a grandes rasgos es que el proyecto posee VANE y VANF positivos, lo que indica que el proyecto es rentable, en general se puede concluir que el estudio es recomendable como oportunidad de emprendimiento y de inversión segura.

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..."Once upon a time, there was a little girl who lived in the magical land of California. Now this girl had everything she could want. She had a pair of loving parents, and to little sisters, who though could be annoying at times, she still loved. She went to nice schools, and had very good friends. She was very happy. One day however, the girl's parents broke up, and a dark cloud reached its morbid hand over the girl's world. As she became distressed by her parents divorce, the girl's life began to fall apart, from her grades dropping to having fights with those who she had thought to be dear friends. Trying to escape her cruel world, the girl slowly began to build a wall of books around her self, pushing herself further and further into darkness and loneliness. By the time she had reached eleventh grade, the girl was completely consumed by her misery, only able to pity herself and be buried in the books that surrounded her. Then one day, a miracle happened. Among her collection, the girl came across a book that she had seen before but had usually skipped. But for reason, this book now had a soft glow surrounding it. Drawn to the book, the girl began to read its tales. As she slowly read the book, the girl slowly moved out of the darkness, with her misery being chipped away in small pieces as she began to learn from this book. When she finished, the girl was shocked to find that she was surrounded by the light that she had abandoned so long ago. Realizing that what...

Words: 606 - Pages: 3

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P429 Kristen's Cookie

...Indivisual Assignment 1: Kristen’s Cookie I. Flow Diagram for fulfilling an order II. How long will it take to fill a rush order? Washing out mixer bowl and mixing ingredient + Spooning cookie on to tray + Putting cookie in oven & setting timer and baking + Leaving for cool + Packing in a box + Accepting payment 6 + 2 + 10 + 5 + 2 + 1 = 26 min III. How many orders can you fill in a night, assuming you are open four hours each night? Since the required resource for different stages are not all in common, Kristen and his roommate could process two orders simultaneously. However, before starting the second tray of cookie, we need to wait until Kristen is done with washing mixer bowl, mix ingredients and spooning cookie on to tray for the first tray, for which the time lag would be 6 + 2 = 8 min. After Kristen are done with washing mixer bowl, mix ingredients and spooning cookie on to tray for the second tray, they would realize the oven is still in use of baking the first tray of cookie; therefore, we need to wait another 2 minutes for the availability of oven. Thus, the total time lag between the first and the second would be 8 + 2 = 10 min. The expression of the number of minutes to produce n one-dozen batches is: 16+10n≤4*60 So we can get n≤22.4. The nearest integer is 22; therefore, we can fill 22 order in a night in...

Words: 251 - Pages: 2