Diseño de un plan estratégico para la empresa “grs” que permita determinar la factibilidad en la ampliación de la línea de muebles de MDF y Melanina
Fecha
2013
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El objetivo de la presente tesis de grado es “desarrollar un plan estratégico para
identificar las oportunidades de ampliación de productos de la línea de muebles
de MDF y Melamina. Empresa “GRS”, en la ciudad de Guayaquil”. Se aplicó una
investigación de tipo descriptivo, bibliográfica y de campo, con el uso de las
técnicas de la encuesta a los clientes potenciales de muebles, método con el
cual se identificó que la mayoría de usuarios se inclina por los precios y la
calidad para comprarlos, conociendo que por ser más barato el MDF tiene menor
durabilidad, pero el diseño y acabado son factores muy importantes para que los
compradores seleccionen este tipo de bienes. Además, la entrega de artículos a
domicilio y otros aspectos que tienen incidencia en los clientes a la hora de
comprar muebles, como por ejemplo la publicidad por catálogos o revistas
electrónicas y las promociones, pueden otorgar una ventaja competitiva a la
organización, de esta manera se pudo comprobar la hipótesis de que la
planeación de estrategias influirá en la identificación de oportunidades para
mejorar la competitividad. Por ello se planteó como propuesta la elaboración de
un plan estratégico para determinar si es viable incrementar la producción de
muebles de MDF y Melamima, para lo cual se empleó el FODA, PEST, 5 fuerzas
competitivas de Porter y 4 P’s del Marketing, con esta última técnica se describió
los canales de comercialización, precios, cronograma de publicidad y
promociones. La propuesta obtuvo una tasa TIR de 33,64%, un VAN de
$514.989,62 un tiempo de recuperación de la inversión de 3 año 8 meses y un
margen de utilidad neta del 19,64% superior a la utilidad actual del 10,72%, es
decir, un beneficio de 8,92%, donde el proyecto es factible en el aspecto
económico.
The aim of this thesis is to "develop a strategic plan for identify opportunities for expanding product line furniture MDF and melamine. Company "GRS" in the city of Guayaquil. " It was applied one descriptive research, bibliographic and field type, with the use of survey techniques to potential customers of furniture, method with which identified that most users are inclined to prices and quality to buy, knowing that being cheaper MDF has lower durability, but the design and finish are very important factors for the buyers to select such goods. In addition, the delivery of items address and other issues that impact customers when buy furniture, such as advertising catalogs or magazines electronic and promotions, can provide a competitive advantage to the organization, so it could test the hypothesis that influence planning strategies identifying opportunities for improve competitiveness. Therefore it raised as proposed development of a strategic plan to determine whether it is feasible to increase production MDF furniture and Melamima, for which the SWOT, PEST was used, 5 Forces competitive Porter and 4 P's of Marketing, with the latter technique described marketing channels, pricing, advertising schedule promotions. The proposal obtained a 33.64% rate IRR, NPV of $ 514.989,62 time payback of 3 years 8 months and net profit margin of 19.64% higher than the current value of 10.72%, is say, a profit of 8.92%, where the project is feasible in appearance economic.
The aim of this thesis is to "develop a strategic plan for identify opportunities for expanding product line furniture MDF and melamine. Company "GRS" in the city of Guayaquil. " It was applied one descriptive research, bibliographic and field type, with the use of survey techniques to potential customers of furniture, method with which identified that most users are inclined to prices and quality to buy, knowing that being cheaper MDF has lower durability, but the design and finish are very important factors for the buyers to select such goods. In addition, the delivery of items address and other issues that impact customers when buy furniture, such as advertising catalogs or magazines electronic and promotions, can provide a competitive advantage to the organization, so it could test the hypothesis that influence planning strategies identifying opportunities for improve competitiveness. Therefore it raised as proposed development of a strategic plan to determine whether it is feasible to increase production MDF furniture and Melamima, for which the SWOT, PEST was used, 5 Forces competitive Porter and 4 P's of Marketing, with the latter technique described marketing channels, pricing, advertising schedule promotions. The proposal obtained a 33.64% rate IRR, NPV of $ 514.989,62 time payback of 3 years 8 months and net profit margin of 19.64% higher than the current value of 10.72%, is say, a profit of 8.92%, where the project is feasible in appearance economic.
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PLAN, ESTRATEGIA, AMPLIACION, FACTIBILIDAD