Modelo de negocio para cubrir la demanda insatisfecha de los consumidores de Whisy en el Ecuador
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Fecha
2015
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El incremento de aranceles a las importaciones de licores ha causado que
el mercado en general experimente un alza en los precios, contrayendo la
oferta de licores. La producción nacional en el caso específico del whisky
no logra llegar al nivel de producción que se necesita para cubrir toda la
demanda insatisfecha. La propuesta va enfocada a diseñar un modelo de
negocio que cubra la demanda del consumo de whisky a través de la
investigación del entorno del mercado, que permita identificar las
preferencias del consumidor al momento de tomar la decisión de comprar
un whisky; determinar un plan de acción y marketing para posicionar el
nuevo producto, lograr la fidelidad de los clientes y desestimular el consumo
de un whisky extranjero con la fortaleza de que por ser un producto nacional
estamos exentos de altos costos por aranceles. La metodología de estudio
utilizada fue el método inductivo porque partimos de un caso particular para
la formulación de la hipótesis del whisky, por lo cual la técnica utilizada para
la recopilación información fue la encuesta, la que nos permitió un contacto
directo con los clientes objetivos donde determinamos sus preferencias,
gustos, costumbres y requerimientos que se pretenden satisfacer con la
presente propuesta. En la evaluación financiera determinamos que la
inversión inicial es de USD 537, 317.16, financiada a 5 años plazo,
realizamos un análisis de factibilidad donde se obtuvo una Tasa Interna de
Retorno (TIR) del 53.79% que es superior a la tasa del costo de inversión
que es del 15.20% de esta forma recuperaremos la inversión en 2 años y
10 meses. Podemos así determinar que el modelo de negocio es muy
viable y que adicionalmente contribuye con el cambio de la matriz
productiva, que es como actualmente se sustenta la economía del país y
equilibra la balanza comercial.
The increase in tariffs on imports of spirits has caused the overall market experience a rise in prices, by contracting the supply of liquor. Domestic production in the specific case of whiskey fails to reach the level of production needed to cover all unmet demand. The proposal is focused on designing a business model that meets consumer demand whiskey through a research of the market environment, to identify consumer preferences when making the decision to buy a whiskey; determining an action plan and marketing to position the new product, achieving customer loyalty and discourage consumption of foreign whiskey with the strength of being a national product are exempt from tariffs high costs. The study methodology used was the inductive method because we start from a particular case for the formulation of the hypothesis of whiskey, so the technique used for the collection of information was the survey, which allowed us to have direct contact with the targets where customers determine their preferences, tastes, customs and requirements we will meet with our proposal. The financial evaluation determined that the initial investment is USD 537, 317.16, funded a 5-year period, conduct a feasibility analysis where was obtained Internal Rate of Return (IRR) 53.79% IRR is higher than the rate of the investment cost of 15.20% is thus recover the investment in 2 years and 10 months. We can determine that the business model is viable and that further contributes to the change of the productive matrix, which is how the country's economy currently supports and balances the trade balance
The increase in tariffs on imports of spirits has caused the overall market experience a rise in prices, by contracting the supply of liquor. Domestic production in the specific case of whiskey fails to reach the level of production needed to cover all unmet demand. The proposal is focused on designing a business model that meets consumer demand whiskey through a research of the market environment, to identify consumer preferences when making the decision to buy a whiskey; determining an action plan and marketing to position the new product, achieving customer loyalty and discourage consumption of foreign whiskey with the strength of being a national product are exempt from tariffs high costs. The study methodology used was the inductive method because we start from a particular case for the formulation of the hypothesis of whiskey, so the technique used for the collection of information was the survey, which allowed us to have direct contact with the targets where customers determine their preferences, tastes, customs and requirements we will meet with our proposal. The financial evaluation determined that the initial investment is USD 537, 317.16, funded a 5-year period, conduct a feasibility analysis where was obtained Internal Rate of Return (IRR) 53.79% IRR is higher than the rate of the investment cost of 15.20% is thus recover the investment in 2 years and 10 months. We can determine that the business model is viable and that further contributes to the change of the productive matrix, which is how the country's economy currently supports and balances the trade balance
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Palabras clave
PRODUCCIÓN, WHISKY, DEMANDA, NEGOCIO