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Universidad De Chile Facultad De Ciencias Físicas Y Matemáticas Departamento De Ingeniería Industrial Plan De Negocio: Lanzam

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Universidad De Chile Facultad De Ciencias Físicas Y Matemáticas Departamento De Ingeniería Industrial Plan De Negocio: Lanzam UNIVERSIDAD DE CHILE FACULTAD DE CIENCIAS FÍSICAS Y MATEMÁTICAS DEPARTAMENTO DE INGENIERÍA INDUSTRIAL PLAN DE NEGOCIO: LANZAMIENTO Y COMERCIALIZACION NUNKKOT 눈꽃 DESSERTS TESIS PARA OPTAR AL GRADO DE MAGISTER EN GESTION PARA LA GLOBALIZACION JOCELYN TAMARA CASTRO CATALAN PROFESOR GUIA: JAVIER VENEGAS MIEMBROS DE LA COMISION: FRANCISCA PINO CLAUDIO MORAN SANTIAGO DE CHILE 2016 PLAN DE NEGOCIO: LANZAMIENTO Y COMERCIALIZACION NUNKKOT 눈꽃 DESSERTS El presente Plan de Negocios pretende analizar la pre-factibilidad de la creación del emprendimiento Nunkkot 눈꽃 Desserts. El propósito es la comercialización del postre helado coreano Patbingsu de una forma estratégica que garantice rentabilidad. Esta inquietud nace luego de identificar una oportunidad de negocio dado el alto consumo de helados en Chile y de la tendencia de los consumidores chilenos a buscar diferenciación en esta industria de más de 500 CLP Billones (Euromonitor International, 2015). Para realizar este Plan de Negocios se realizó un diagnostico de la industria y análisis de la mejor estrategia a implementar en el país de entrada, definiendo los segmentos objetivos, posicionamiento en el mercado local y creando un plan de negocios sostenible tanto a corto como a largo plazo, que entregue bases para una posible expansión en Sudamérica en el futuro. Además, incluye un plan de Marketing, Operaciones, Finanzas y Organizacional. De acuerdo con Euromonitor Internacional, el consumo de helados per cápita en Chile fue de aproximadamente 8 litros el año 2010, ubicándose en el lugar undécimo en el consumo de helados1. Por otra parte, un informe del CERET del 2014 indica que se espera que la demanda por consumo de helados en Chile suba en un 52% en cinco años.2 Todo esto nos demuestra que el país es uno de los más desarrollados en el consumo de helados, con una importante sofisticación de la industria y del retail. El servicio consiste en comercializar Patbingsu de forma directa a los consumidores finales a través de una empresa de postres asiática. Utilizando una propuesta creativa enmarcada en una experiencia gastronómica única y deliciosa, se busca entregar un servicio y producir un producto de calidad que satisfaga a los consumidores y los acerque más a esta cultura, potenciándose con una estrategia de enfoque por diferenciación. El análisis financiero muestra una VAN de aproximadamente $147 CLP millones al quinto año de operación y una TIR del 77% sobre una tasa de descuento del 20%, siendo aprobada la pre-factibilidad y concluyendo que este proyecto es atractivo para invertir. La inversión inicial es de aproximadamente $116 CLP millones siendo recuperable en el tercer año de operación. Finalmente, para el financiamiento se contará con la ayuda de una socia estratégica localizada en Corea del Sur, quien además se preocupará de la adquisición de maquinaria apropiada. La segunda gestora trabajará activamente en la empresa para desarrollar la estrategia. 1 Centro de estudios del retail CERET, 2014, “Venta de helados sube 52% en cinco años con fuerte impulso del segmento Premium”, Santiago de Chile. Disponible online en http://www.ceret.cl/noticias/venta-de- helados-sube-52-en-cinco-anos-con-fuerte-impulso-del-segmento-premium/ 2 Ibid 2 Abstract The following Business Plan intends to provide a pre-feasibility study of Nunkkot Desserts start-up creation. The purpose of this plan is to commercialise the Korean frozen dessert Patbingsu in a strategic way that guarantees the company’s profitability over time. This project begins as a culinary leaning after identifying a business opportunity in Asia, given the Chilean high ice cream consumption and the Chilean consumer trend of searching for more differentiation in this industry, which is reaching over 500 CLP Billion (Euromonitor International, 2015). In order to research for this Business Plan the following steps were followed: an ice cream industry diagnosis and analysis of the best strategy to implement in the country chosen to enter, clearly defining the target segmentation, positioning in the local market and finally the creation of a sustainable business plan in a short and long-term period, to provide the best foundations for a possible future international expansion to other South American countries. Also, it includes Marketing, Operational, Financial and Organizational plans. According to Euromonitor International, Chilean ice cream consumption per capita was approximately 8 litres in the year 2010, locating the country in the 11th position of the global ice cream consumption ranking of this firm. A CERET report from 2014 supports this information, indicating that the ice cream demand In Chile is expected to rise a 52% over the next five years. These data show that the country is one of the most developed regarding ice-cream consumption, having an important sophistication in terms of the global industry and retail. Nunkkot Dessert service consists of directly distributing Patbingsu to the final consumer through a Chilean-Korean dessert company, focusing in a differentiation strategy. Nunkkot Desserts wants to deliver a service and produce a quality product that satisfies the consumers and brings them close to the Asian culture, by means of creativity, in a delicious and unique culinary experience. The financial analysis shows a VAN of approximately $147 CLP million at the fifth year of operation, plus a TIR of 77% over a 20% discount ratio. This information evidences that the pre-feasibility is approved and it is possible to conclude that the project is attractive for investment. The initial inversion is approximately $116 CLP million to be recovered at the third year of operation. Finally, for funding purposes the project counts with a strategic partner located in South Korea, who will also be responsible to acquire the appropriate machinery. The second founder will work actively in the enterprise to develop and implement the strategy. 3 TABLA DE CONTENIDO ILUSTRACIONES ................................................................................................................. 9 TABLAS ............................................................................................................................... 10 1. INTRODUCCION ........................................................................................................... 12 2. MARCO DE TRABAJO .................................................................................................. 13 2.1. Objetivos .................................................................................................................... 13 2.1.1. Objetivo General ................................................................................................. 13 2.1.2. Objetivos Específicos .......................................................................................... 13 2.2. Metodología ............................................................................................................... 13 2.3. Justificación de la oportunidad de negocio y globalización ...................................... 14 2.4. Potencial mercado internacional ................................................................................ 15 2.4.1. Estrategia de entrada ........................................................................................... 16 2.4.2. Análisis macroeconómico y de mercado en Sudamérica .................................... 16 2.4.3. Análisis de elementos macro en Perú .................................................................. 18 3. DESCRIPCIÓN GENERAL DEL NEGOCIO................................................................. 19 3.1. Acerca de Nunkkot 눈꽃 Desserts ............................................................................. 19 3.2. Acerca de Patbingsu 팥빙수 ...................................................................................... 21 3.3. Modelo de negocios ................................................................................................... 21 3.4. Misión y Visión de Nunkkot 눈꽃 Desserts ............................................................. 22 4. ANTECEDENTES DEL SECTOR .................................................................................. 23 4.1. Industria de los helados y heladerías a nivel global ................................................... 23 4.2. Industria de los helados y heladerías en Chile ........................................................... 25 5. ANÁLISIS ESTRATÉGICO ............................................................................................ 27 5.1. ANALISIS PEST ....................................................................................................... 27 5.1.1. Entorno Político-Legal ........................................................................................ 27 5.1.2. Entorno Económico ............................................................................................. 28 5.1.3. Entorno Socio-cultural ........................................................................................ 29 5.1.4. Entorno Tecnológico ........................................................................................... 30 5.1.5. Comentarios ........................................................................................................ 31 4 5.2. ANALISIS DE LAS CINCO FUERZAS .................................................................. 31 5.2.1. Amenaza de nuevos entrantes ............................................................................. 31 5.2.2. Amenaza de sustitutos ........................................................................................
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