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Plan De Negocios Para La Creación De Una Escuela De Artes Marciales Y Defensa Personal En La Ciudad De Bogotá

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Plan De Negocios Para La Creación De Una Escuela De Artes Marciales Y Defensa Personal En La Ciudad De Bogotá PLAN DE NEGOCIOS PARA LA CREACIÓN DE UNA ESCUELA DE ARTES MARCIALES Y DEFENSA PERSONAL EN LA CIUDAD DE BOGOTÁ JORGE EDUARDO PINZÓN VILLAMIL PONTIFICIA UNIVERSIDAD JAVERIANA FACULTAD DE CIENCIAS ECONÓMICAS Y ADMINISTRATIVAS PROGRAMA DE ADIMINTRACIÓN DE EMPRESAS ÁREA DE EMPRENDIMIENTO BOGOTÁ, D.C. 2008 7 PLAN DE NEGOCIOS PARA LA CREACIÓN DE UNA ESCUELA DE ARTES MARCIALES Y DEFENSA PERSONAL EN LA CIUDAD DE BOGOTÁ JORGE EDUARDO PINZÓN VILLAMIL Trabajo de grado para optar al título de Administrador de Empresas Asesor JOSÉ AGUSTÍN GÓMEZ MÉNDEZ Coordinador Área de Emprendimiento PONTIFICIA UNIVERSIDAD JAVERIANA FACULTAD DE CIENCIAS ECONÓMICAS Y ADMINISTRATIVAS PROGRAMA DE ADIMINTRACIÓN DE EMPRESAS ÁREA DE EMPRENDIMIENTO BOGOTÁ, D.C. 2008 8 El trabajo de grado titulado “Plan de negocios para la creación de una escuela de artes marciales y defensa personal en la ciudad de Bogotá”, presentado por Jorge Eduardo Pinzón Villamil en cumplimiento parcial de los requisitos exigidos para optar por el título de Administrador de Empresas, fue aprobado en Bogotá el día ______________ del mes ______________ del 2008. Fecha de sustentación: _________________________ ___________________________ Firma del Presidente del Jurado ___________________________ Firma del Jurado ___________________________ Firma del Jurado Bogotá D.C., 12 de noviembre de 2008 9 DEDICATORIA A mis padres, Luis Enrique y Cecilia, por el amor y la educación que me han dado. A mi hermana, Yamile, a mi familia y a mis amigos, por su paciencia y apoyo constante. A mí Sifu, José Ricardo, por brindarme su amistad, compartirme su conocimiento e invitarme a recorrer a su lado el camino del Jeet Kune Do. Y en especial a Dios por darme la vida y permitirme terminar esta fase de mi vida. En memoria de Sifu Bruce Lee, “tu inspiración continua guiándonos hacia nuestra propia libración personal”. 10 AGRADECIMIENTOS El autor expresa sus agradecimientos a: JOSÉ AGUSTÍN GÓMEZ MÉNDEZ, Economista, Profesor y Coordinador del Área de Emprendimiento de la Facultad de Ciencias Económicas y Administrativas de la Pontifica Universidad Javeriana y asesor del presente trabajo de grado. JOSÉ RICARDO VARGAS LEÓN, Filósofo, Magíster en Teología y profesor de la Facultad de Filosofía de la Pontifica Universidad Javeriana e instructor certificado en el arte y filosofía del Jeet Kune Do. LUÍS GUILLERMO CÓRDOBA BLANCAT, Economista, Universidad Javeriana. Especialista en Mercadeo, Universidad EAFIT, Magíster en Educación, Universidad Javeriana. Las directivas de la facultad de Ciencias Económicas y Administrativas y en particular a las del Programa de Administración de Empresas de la Pontifica Universidad Javeriana. Todos aquellos quienes apoyaron la realización del presente trabajo de grado. 11 TABLA DE CONTENIDO pág. INTRODUCCIÓN………………………………………………………………………20 RESUMEN EJECUTIVO……………………………………………………………...21 1. PROPUESTA DEL PROYECTO………………………………………………….22 1.1. PLANTEAMIENTO Y FORMULACIÓN DEL PROBLEMA…………………22 1.2. JUSTIFICACIÓN…………………………………………………………………29 1.2.1. Oportunidad de negocios……………………………………………………...29 1.2.2. Plan de vida……………………………………………………………………..30 1.2.3. Académica………………………………………………………………………31 1.2.4. Social…………………………………………………………………………….31 1.3. OBJETIVOS………………………………………………………………………32 1.3.1. Objetivo General………………………………………………………………..32 1.3.2. Objetivos Específicos…………………………………………………………..32 2. MARCO REFERENCIAL…………………………………………………………..33 2.1. MARCO TEORICO………………………………………………………………33 2.1.1. ¿Qué es un Plan de Negocios?..................................................................33 2.1.2. ¿Cuál es la estructura de un Plan de Negocios?........................................33 2.1.3. ¿Para qué sirve un Plan de Negocios?.......................................................38 2.1.4. ¿Para qué sirve en nuestro tema a desarrollar?.........................................38 2.2. MARCO CONCEPTUAL………………………………………………………...38 2.2.1. Educación……………………………………………………………………….38 2.2.1.1. ¿Qué es educación?.........................................................................38 2.2.1.2. ¿Qué es educación no formal?.........................................................40 2.2.1.3. ¿Qué es educación informal?...........................................................40 12 2.2.2. Artes Marciales y Defensa Personal…………………………………………40 2.2.2.1. ¿Qué son las Artes Marciales?.........................................................40 2.2.2.2. ¿Qué es la defensa personal?..........................................................40 2.2.3. Jeet Kune Do: un concepto moderno y revolucionario en las artes marciales………………………………………………………….42 2.2.3.1. ¿Qué es el Jeet Kune Do? ………………………………………..…..42 2.2.3.2. Características y beneficios del Jeet Kune Do………...………..…..43 3. METODOLOGÍA…………………………………………………………………..…44 3.1. Método……………………………………………………….………………..…..44 3.2. Tipo de investigación………………………………....……………………..…44 3.3. Población………………………………………………………………………....45 3.3.1. Población Objetivo…………………………………………………………..….45 3.3.2. Método de selección de la muestra probabilística……………………….….40 3.3.3. Tamaño de la muestra……………………………………………………….…46 3.4. Instrumentos de recolección de información………………….……….…..48 3.4.1. Hipótesis………………………………………………………………….……...48 3.4.2. Herramientas utilizadas para la investigación…………………………....…49 3.4.3. Estructura de los instrumentos de recolección de información………..….50 3.4.3.1. Encuesta…………………………………………………………….…...50 3.4.3.2. Entrevista en profundidad…………………………………………..….50 4. PLAN DE NEGOCIOS…………………………………………………………..…..52 4.1. ANÁLISIS AMPLIADO DEL MERCADO………………………………....…….52 4.1.1. Análisis del macroentorno……………………………………………..…..…52 4.1.1.1. Análisis cuantitativo………………………………………….….……....52 4.1.1.2. Análisis cualitativo…………………………………………….….….….54 4.1.2. Análisis del microentorno…………………………………….….…….….….55 13 4.1.2.1. Análisis del sector………………………………………………..….…..55 4.1.2.2. Análisis del mercado propiamente dicho…………………….…...…..57 4.1.2.3. Análisis de la competencia……………………………………..…..…..58 4.1.2.4. Mercado objetivo…………………………………………………..…..…60 4.1.2.5. Justificación del mercado objetivo………………………….……....….60 4.1.2.6. Mercado potencial…………………………………………………....….62 4.1.3. Objetivos…………………………………………………………………..…..…62 4.1.3.1. Cuantitativos……………………………………….……………..…...….62 4.1.3.2. Cualitativos……………………………………………….………....…....63 4.1.4. Análisis del cliente – consumidor…………………………….……..………63 4.1.5. Estrategia de Mercadeo………………………………………….…….….…..75 4.1.5.1. Estrategia de Producto……………………………………..……..….....75 4.1.5.2. Estrategia de Precio……………………………………….….…….…...84 4.1.5.3. Estrategia de Distribución……………………………….…………..….84 4.1.5.4. Estrategia de Promoción…………………………………………….….85 4.1.5.5. Estrategia de Comunicación……………………………………….…..85 4.1.5.6. Proyección de ventas…………………………………………………...86 4.2. ANÁLISIS TÉCNICO………………………………………….……………….…93 4.2.1. Proceso del servicio de la escuela…………………………………………....93 4.2.2. Esquema de servicio y ruta de relación………….…………….……………..96 4.2.3. Descripción del proceso pedagógico…………………………………………97 4.2.4. Localización del negocio……………………………………………………….99 4.2.5. Equipo y recursos………………………………………………………….…...103 4.3. ANÁLISIS ADMINISTRATIVO………………………………………………….104 4.3.1. Estrategia Organizacional……………………………………………..…....104 4.3.1.1. Análisis DOFA……………………….……………………………….....104 4.3.1.2. Enfoque estratégico……………………………………………….....105 4.3.2. Estructura Organizacional……………………………………………….….108 4.3.2.1. Misión …………………………………………………………………....108 4.3.2.2. Visión……………………………………………..………………..……108 14 4.3.2.3. Recurso Humano………………………………………….………...…108 4.3.2.4. Organigrama ……………………………………………………………109 4.3.3. Constitución Empresa y Aspectos Legales…………………….………..113 4.3.3.1. Tipo de sociedad……………………………………….……….………113 4.3.3.2. Legislación vigente y normas…………………………….….………..113 4.4. ANÁLISIS ECONÓMICO……………………………………………….……….115 4.4.1. Presupuesto de inversión en activos fijos…………………………..…...….115 4.4.2. Presupuesto de gastos pre operativos……………………………………....116 4.4.3. Presupuesto de ingresos………………………………………………...……116 4.4.4. Presupuesto de gastos de personal…………………………………………117 4.4.5. Depreciaciones y amortizaciones………………………………………....…118 4.4.6. Presupuesto de costos indirectos de fabricación……………………...…...121 4.4.7. Presupuesto de consumo de recursos o materia prima……………..…….121 4.4.8. Presupuesto de costo de ventas……………………………………….…….123 4.4.9. Presupuesto de gastos de administración y ventas………………….……123 4.5. ANÁLISIS FINANCIERO………………………………………………………..124 4.5.1. Estado de resultados…………………………………………………………..124 4.5.2. Balance general………………………………………………………….…….125 4.5.3. Flujo de efectivo………………………………………………………………..126 4.5.4. Flujo neto del proyecto………………………………………………………...128 4.5.5. Indicadores financieros……………………………………………….……….131 CONCLUSIONES……………………………………………………………………..135 RECOMENDACIONES………………………………………………….……………138 BIBLIOGRAFÍA…………………………………………………………………….…..141 ANEXOS…………………………………………………………………………….….143 15 LISTA DE TABLAS pág. TABLA 1. Metodología…………………………………………………………………44 TABLA 2. Principales indicadores macroeconómicos de Colombia……...………50 TABLA 3. Distribución de estratos en Bogotá e ingreso per cápita…………..…..59 TABLA 4. Distribución del gasto promedio por estrato en Bogotá………………..62 TABLA 5. Precios de los servicios……………………………………………………84 TABLA 6. Proyección de ventas programa JKD GROUP……………….…………86 TABLA 7. Proyección de ventas programa JKD ELITE……………....….…………89 TABLA 8. Proyección de ventas programa WSD……………………...……………91 TABLA 9. Cronograma de horarios………………………………………………….101 TABLA 10. Matriz DOFA……………………………………………..…………….....104 TABLA 11. Presupuesto
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