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(Nfc) En Eventos Masivos En La Ciudad De Bogotá

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(Nfc) En Eventos Masivos En La Ciudad De Bogotá PLAN DE NEGOCIOS PARA LA INTRODUCCIÓN DE LA TECNOLOGÍA DE COMUNICACIÓN DE CAMPO CERCANO (NFC) EN EVENTOS MASIVOS EN LA CIUDAD DE BOGOTÁ LUIS ALEXANDER PRIETO RIVEROS CAMILO ALEXANDER GARCÍA HERRERA DIRECTOR: CARLOS DÍAZ UNIVERSIDAD DISTRITAL FRANCISCO JOSÉ DE CALDAS FACULTAD DE MEDIO AMBIENTE Y RECURSOS NATURALES PROYECTO CURRICULAR DE ADMINISTRACIÓN AMBIENTAL BOGOTÁ 2015 PLAN DE NEGOCIOS PARA LA INTRODUCCIÓN DE LA TECNOLOGÍA DE COMUNICACIÓN DE CAMPO CERCANO (NFC) EN EVENTOS MASIVOS EN LA CIUDAD DE BOGOTÁ Trabajo de Grado en Modalidad de Monografía para Optar el Título de Administradores Ambientales. LUIS ALEXANDER PRIETO RIVEROS CAMILO ALEXANDER GARCÍA HERRERA DIRECTOR: CARLOS DÍAZ UNIVERSIDAD DISTRITAL FRANCISCO JOSÉ DE CALDAS FACULTAD DE MEDIO AMBIENTE Y RECURSOS NATURALES PROYECTO CURRICULAR DE ADMINISTRACIÓN AMBIENTAL BOGOTÁ 2015 AGRADECIMIENTOS Le agradecemos primeramente a Dios por concedernos su inagotable respaldo y sabiduría al momento de desarrollar este trabajo. Les agradezco a mis padres Dora Riveros y Luis Prieto por su gran apoyo y fortaleza que me han brindado durante todo este proceso, igualmente a mi hermana Milena Prieto por sus consejos y amor. Agradezco a Carlos Santiago y Graciela Riveros por su apoyo y ayuda incondicional durante todos estos años. Agradezco a Alejandra Marroquín quien fue parte importante para el desarrollo de este documento, gracias por el acompañamiento incondicional y por los grandes aportes que hicieron de este un trabajo cada vez mejor. RESUMEN El siguiente plan de negocios analizó los factores técnicos, administrativos, ambientales y financieros, que permiten la introducción exitosa de la tecnología de comunicación de campo cercano (NFC) en eventos masivos en la ciudad de Bogotá. Este análisis comenzó con un estudio de mercado realizado en eventos masivos que se llevo a cabo en la ciudad de Bogotá especialmente en Corferias, del cual se diseñaron las estrategias de mercadeo y se planteó la propuesta de valor que permitirá ingresar el producto al mercado de manera exitosa, en el segundo capítulo se realizó el estudio administrativo en el cual se utilizaron metodologías de análisis como: La matriz Mefe, Mefi, Dofa , Dofa cruzada, matriz cuantitativa de planificación estratégica y cuadro de mando integral para la gestión, los cuales permitieron llegar a la identificación de estrategias que permitirían el correcto desarrollo del plan de negocios, el siguiente paso fue la evaluación de impacto ambiental para esta se utilizó la metodología Batelle Columbus, la cual permite evaluar la situación sin proyecto y con proyecto, teniendo en cuenta la variación de las unidades de calidad ambiental en el cual se concluyó que el desarrollo del plan de negocios generaba un mejoramiento en la calidad ambiental por último se desarrollo el análisis financiero en donde se establecieron todos aquellos factores económicos de los que depende un plan de negocios y utilizando los indicadores de rentabilidad como el Valor Presente Neto (VPN) y la Tasa Interna de Retorno (TIR) se logro llegar a la conclusión que el proyecto es viable y además rentable económicamente. Palabras Claves: NFC, Comunicación de campo cercano, Publicidad digital, Volantes, Folletos, Matriz Battelle Columbus, Indicadores de rentabilidad, Eventos masivos, Corferias. ABSTRACT The following business plan analyzed the technical, administrative, environmental and financial factors, which allow the successful introduction of technology Near Field Communication (NFC) in mass events in the city of Bogota. This analysis began with a market study done in mass events that took place in Bogota especially in Corferias, which marketing strategies designed and the value proposition that will allow the product to enter the market so raised successful, in the second chapter the administrative test that analysis methodologies were used as was done: The matrix Mefe, Mefi, Dofa, Dofa cross, quantitative strategic planning matrix and scorecard for the management, which allowed reach to identify strategies that would allow the proper development of the business plan, the next step was the environmental impact assessment for this Battelle Columbus methodology was used, which allows assess the situation without project and with project, taking into account the variation units of environmental quality in which it was concluded that the development of the business plan generated an improvement in environmental quality finally developing financial analysis where all economic factors on which it depends a business plan established and use profitability indicators such as net (VPN) Present Value and Internal Rate of Return (IRR) was reached the conclusion that the project is economically feasible and also cost effective. Keywords: NFC, Near Field Communication, Digital advertising, Flyers, Brochures, Battelle Columbus Matrix, Profitability Indicators, Mass Events, Corferias. TABLA DE CONTENIDO PLANTEAMIENTO DEL PROBLEMA ......................................................................................................................... 1 JUSTIFICACIÓN ....................................................................................................................................................... 3 OBJETIVO GENERAL ............................................................................................................................................... 5 OBJETIVOS ESPECÍFICOS......................................................................................................................................... 5 CAPITULO 1: ........................................................................................................................................................... 6 1. MARCO REFERENCIAL ........................................................................................................................................ 6 1.1. MARCO TEÓRICO-CONCEPTUAL .................................................................................................................................. 6 1.1.1. El plan de negocios ...................................................................................................................................... 6 1.1.2. La investigación de mercados ..................................................................................................................... 8 1.1.3. La Encuesta ............................................................................................................................................... 11 1.1.4. Muestreo ................................................................................................................................................... 12 1.1.5. Métodos estadísticos ................................................................................................................................ 14 1.1.6. Estudio técnico .......................................................................................................................................... 15 1.1.7 Estudio administrativo y organizacional .................................................................................................... 17 1.1.8. La Planeación Estratégica ......................................................................................................................... 18 1.1.9. Los Organigramas ..................................................................................................................................... 18 1.1.10. Estudio de Impacto Ambiental ................................................................................................................ 19 1.1.11. Estudio Financiero ................................................................................................................................... 22 1.1.12. Definición y Ventajas de la Tecnología NFC ............................................................................................ 25 1.1.13. Afiche Inteligente .................................................................................................................................... 27 1.1.14. Modos de Funcionamiento de la Tecnología NFC ................................................................................... 27 1.2. MARCO CONTEXTUAL ............................................................................................................................................. 28 1.2.1. Dispositivos Móviles en el mundo con tecnología NFC incorporada. ........................................................ 31 1.2.2. Dispositivos Móviles con Tecnología NFC en Colombia ............................................................................. 35 1.3 MARCO LEGAL ....................................................................................................................................................... 38 1.4. MARCO METODOLÓGICO ........................................................................................................................................ 40 1.4.1. Estudio de Mercado. ................................................................................................................................. 40 1.4.2. Estudio Técnico. ........................................................................................................................................ 40 1.4.3. Estudio Ambiental ..................................................................................................................................... 41 1.4.4. Estudio Financiero ....................................................................................................................................
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