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Tipo de material : bachelorThesis
Título : Plan de negocio para la implementación de un taller propio para la elaboración y comercialización de artículos de cuero y derivados en Quito
Autor : Benavides Mantilla, Andrea Paola
Galarza Lanas, Nelson Hernán
Tutor : Eraso Cisneros, Byron Enrique
Palabras clave : PLAN DE NEGOCIO;ELABORACIÓN;COMERCIALIZACIÓN;MERCADEO
Fecha de publicación : 2012
Editorial : Quito: Universidad de las Américas, 2012.
Citación : Benavides Mantilla, Andrea Paola. Galarza Lanas, Nelson Hernán (2012). Plan de negocio para la implementación de un taller propio para la elaboración y comercialización de artículos de cuero y derivados en Quito. Facultad de Ciencias Económicas y Administrativas. UDLA. Quito. 196 p.
Resumen : El cuero es un material que se caracteriza por tener cualidades que lo hacen único: durabilidad, resistencia, textura y color. Durante muchos años se ha utilizado al cuero como principal materia prima en la elaboración de distintos productos y para distintos usos. En el Ecuador la industria del cuero, ha registrado crecimientos interesantes en la última década, propiciando un espacio para que el mercado interno se desarrolle día a día. Existen tres actores fundamentales dentro de la industria: los proveedores de pieles (camales), los curtidores (fábricas especializadas en el proceso de transformación del cuero), y los fabricantes de artículos de cuero (artesanos o tiendas especializadas que elaboran y comercializan dichos artículos). En estos dos últimos actores es en donde se desarrollará la presente propuesta de negocio. Esta idea de negocio consiste en crear e implementar un taller artesanal con una marca propia denominada FROG la cual será una extensión de negocio de la empresa CURTILAN, que actualmente se dedica al proceso de transformación del cuero (curtido)...
Descripción : Leather is a material that is characterized by qualities that make it unique: durability, strength, texture and color. For many years, leather has been used as the main feedstock in the production of different products for different uses. In Ecuador, the leather industry has grown in the last decade, giving room for the domestic market to develop day by day. There are three key players within the industry: suppliers of skins (slaughterhouses), tanners (factories specialized in the transformation of leather) and leather goods manufacturers (artisans and specialty shops that make and sell these items). In the last two players mentioned before is where the business proposal is going to be developed. The business idea is to create and implement a workshop with a brand called FROG. FROG will be an extension of the company's business CURTILAN that currently develops in the transformation process of leather (tanning). CURTILAN looking to expand its business portfolio and commitment to grow is creating a workshop to manufacture leather goods using their own raw material, this being its main competitive advantage. FROG represents an interesting opportunity to develop products based on leather where the main characteristic is to have control of the entire chain of production of these articles, this comes from selecting the type of raw material used until the final details of each article or product, which is another competitive advantage since many times, the raw material can be good but not well worked. FROG's target is summarized in the expectations of people between 19 and 65 years, men and women of medium, medium high and high socioeconomic level, who like leather and are trying to go along with fashion trends market where they are, but also having a key feature: nationalism, in virtue of this, buy products made in Ecuador. To reach this target as best, the business will implement a positioning strategy for differentiation. This will search all the benefits of the brand in order to differentiate themselves from competitors. Moreover, FROG to meet the needs of the market segment mentioning above, will be locate in its first year of operation with a warehouse located in the city of Quito. FROGS team will be the dynamic with young professionals who perform IX various functions within the workshop and warehouse, with the support of senior management CURTILAN. FROG in order to begin operations will need a $ 33,000 capital, of which 40% will be own, while the remaining capital will be financed through a financial institution.
URI : http://dspace.udla.edu.ec/handle/33000/1322
Aparece en las colecciones: Ingeniería en Marketing

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