Plan de empresa: SATEA cosméticos en Guatemala
Fecha
2017-09-13
Autores
Molina Alaya, Laura Estrella
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Editor
Jaén: Universidad de Jaén
Resumen
En el marco del Máster en Administración de Empresas, el presente documento desarrolla un plan de negocio para SATEA, una empresa guatemalteca que ofrecerá una crema humectante corporal natural fabricada a partir de materias primas naturales que destacan la biodiversidad guatemalteca. El producto será 100% guatemalteco y se presentará en un envase completamente biodegradable de 250 ml. La crema se ofrecerá en la página Web de la empresa a 14.70€ y en tiendas intermediarias a 16.80€. En primer lugar, se analizó el macroentorno del negocio a través de un análisis PESTEL, y el microentorno mediante el estudio de las fuerzas de Porter. A continuación, se desarrolló un análisis DAFO definiendo estrategias ofensivas, defensivas, de reorientación y de supervivencia para la venta efectiva de productos cosméticos naturales en Guatemala. Además, este plan de negocio incluye la visión, misión, objetivos estratégicos, plan comercial, estructura organizacional y plan económico-financiero de la empresa.
Within the frame of the Master in Business Administration, this document develops a business plan for SATEA. SATEA will offer a natural and humectant body cream using natural raw materials which highlight the Guatemalan biodiversity. This cream will be 100% Guatemalan and will be presented in a totally biodegradable packing of 250 ml. The product will be offered in the company's website for 14,70 € and in retail stores for 16,80€. First, the macroeconomic and microeconomic environment of the business was studied using a PESTEL analysis and a study of the forces of Porter, respectively. Then, a SWOT analysis was carried out, defining the offensive, defensive, re-orienting and survival strategies for the effective commercialization of natural cosmetic products in Guatemala. Furthermore, this business plan includes the vision, mission, strategic objectives, commercialization plan, structure of the organization and the economic and financial plan.
Within the frame of the Master in Business Administration, this document develops a business plan for SATEA. SATEA will offer a natural and humectant body cream using natural raw materials which highlight the Guatemalan biodiversity. This cream will be 100% Guatemalan and will be presented in a totally biodegradable packing of 250 ml. The product will be offered in the company's website for 14,70 € and in retail stores for 16,80€. First, the macroeconomic and microeconomic environment of the business was studied using a PESTEL analysis and a study of the forces of Porter, respectively. Then, a SWOT analysis was carried out, defining the offensive, defensive, re-orienting and survival strategies for the effective commercialization of natural cosmetic products in Guatemala. Furthermore, this business plan includes the vision, mission, strategic objectives, commercialization plan, structure of the organization and the economic and financial plan.