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Memoria Descriptiva De Las Actividades De Turismo Activo Ofertadas Por La Empresa

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Memoria Descriptiva De Las Actividades De Turismo Activo Ofertadas Por La Empresa UNIVERSIDAD POLITÉCNICA DE MADRID FACULTAD DE INFORMÁTICA TRABAJO FIN DE MASTER PLAN DE NEGOCIO: EMPRESA DE TURISMO ACTIVO Autor: RICARDO RICO DE LA TORRE Tutor: MIGUEL A. GARCÍA MENÉNDEZ MAYO 2013 TRABAJO FIN DE MÁSTER “PLAN DE NEGOCIO: EMPRESA DE TURISMO ACTIVO” Universidad Politécnica de Madrid Facultad de Informática Autor: Ricardo Rico de la Torre 30 de mayo de 2013 Tutor: Miguel A. García Menéndez Índice 1. Resumen ........................................................................................................................ 8 2. Introducción general y descripción del negocio ...................................................... 14 2.1. Definición de las características generales del proyecto ...................................... 14 2.2. Los emprendedores .............................................................................................. 18 2.3. Datos básicos del proyecto ................................................................................... 19 3. La empresa .................................................................................................................. 20 3.1. Descripción de la actividad ................................................................................... 20 3.2. Localización .......................................................................................................... 25 3.3. Misión, Visión y Valores ........................................................................................ 28 4. El mercado ................................................................................................................... 31 4.1. Descripción del mercado ...................................................................................... 31 4.2. El perfil del cliente ................................................................................................. 35 4.3. Análisis de la competencia ................................................................................... 39 4.4. Previsión de la evolución del mercado ................................................................. 41 4.5. Análisis DAFO ....................................................................................................... 42 4.6. Características diferenciadoras respecto a la competencia ................................. 43 5. Plan de comercialización ............................................................................................ 45 5.1. Estrategia de marketing ........................................................................................ 45 5.2. Política de precios ................................................................................................. 46 5.3. Promoción y publicidad ......................................................................................... 49 5.4. Penetración en el mercado. Canales de distribución ........................................... 53 6. Prestación del servicio ............................................................................................... 55 6.1. Normas reguladoras ............................................................................................. 55 6.2. Determinación del proceso de prestación del servicio ......................................... 60 6.3. Subcontrataciones ................................................................................................ 61 6.4. Infraestructuras ..................................................................................................... 61 6.5. Proveedores .......................................................................................................... 62 6.6. Procedimientos y control de calidad ..................................................................... 63 7. Organización y recursos humanos............................................................................ 65 7.1. Organigrama propuesto ........................................................................................ 65 7.2. Relación de puestos de trabajo ............................................................................ 66 7.3. Costes laborales ................................................................................................... 68 Página 3 8. Plan económico-financiero ........................................................................................ 70 8.1. Inversión inicial ..................................................................................................... 70 8.2. Financiación.......................................................................................................... 73 8.3. Ingresos por áreas de negocio. Previsión de ventas ........................................... 76 8.4. Previsión de gastos .............................................................................................. 78 8.5. Cuenta de resultados previsionales ..................................................................... 80 9. Análisis de riesgos y plan de contingencias ............................................................ 81 10. Plan de expansión y de salida ................................................................................... 87 11. Aspectos formales y planificación de la puesta en marcha ................................... 88 11.1. Forma jurídica elegida ....................................................................................... 88 11.2. Planificación de la puesta en marcha: Obligaciones de la empresa ................. 91 11.3. Seguros obligatorios .......................................................................................... 92 12. Conclusiones .............................................................................................................. 93 13. Referencias ................................................................................................................. 95 14. Anexos ......................................................................................................................... 97 14.1. Casas rurales en Canalejas de Peñafiel ............................................................ 97 14.2. En los alrededores ........................................................................................... 101 Índice de tablas Tabla 1. Datos básicos del proyecto .......................................................................................................... 19 Tabla 2. Porcentaje de actividad por segmento de clientes....................................................................... 35 Tabla 3. Resumen del número de empresas por actividad en la provincia de Valladolid .......................... 41 Tabla 4. Precios por tipo de actividad ........................................................................................................ 47 Tabla 5. Porcentajes de descuento por número de participantes .............................................................. 48 Tabla 6. Tipo de contrato para cada puesto de trabajo ............................................................................. 66 Tabla 7. Costes laborales del primer año .................................................................................................. 69 Tabla 8. Inmovilizado material (utillaje) ...................................................................................................... 70 Tabla 9. Inmovilizado material (adecuación del local, mobiliario y decoración)......................................... 71 Tabla 10. Inmovilizado material (equipamiento informático y de comunicaciones) ................................... 71 Tabla 11. Gastos de constitución ............................................................................................................... 72 Tabla 12. Resumen de inversiones............................................................................................................ 72 Tabla 13. Recursos propios ....................................................................................................................... 75 Tabla 14. Datos del préstamo solicitado .................................................................................................... 75 Tabla 15. Resumen de financiación ........................................................................................................... 76 Tabla 16. Estimación de ventas para el primer año ................................................................................... 76 Tabla 17. Resumen de previsión de ventas ............................................................................................... 77 Tabla 18. Previsión de costes fijos............................................................................................................. 78 Tabla 19. Previsión de costes variables .................................................................................................... 79 Tabla 20. Cuenta de resultados previsionales ........................................................................................... 80 Página 5 Índice de ilustraciones Ilustración 1. Situación de Canalejas de Peñafiel ...................................................................................... 25 Ilustración 2. Plano de la comarca, con los caminos y accesos marcados ............................................... 25 Ilustración 3. Vista aérea de Canalejas de Peñafiel .................................................................................. 26 Ilustración 4. Vista del municipio en el horizonte ......................................................................................
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