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Plan De Negocio De Servicios De Atención Integral Para Personas Adultas Mayores

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Plan De Negocio De Servicios De Atención Integral Para Personas Adultas Mayores Plan de negocio de servicios de atención integral para personas adultas mayores Item Type info:eu-repo/semantics/masterThesis Authors Delgado Seminario, Allison Esther; López Huamancayo, Alejandro Raúl; Mendoza Rojas, Ana Cecilia Citation Delgado, A. E., López, A. R., & Mendoza, A. C. (2017). Plan de negocio de servicios de atención integral para personas adultas mayores. Universidad Peruana de Ciencias Aplicadas (UPC), Lima, Perú. Retrieved from http://hdl.handle.net/10757/624307 Publisher Universidad Peruana de Ciencias Aplicadas (UPC) Rights info:eu-repo/semantics/openAccess; Attribution- NonCommercial-ShareAlike 3.0 United States Download date 26/09/2021 05:42:11 Item License http://creativecommons.org/licenses/by-nc-sa/3.0/us/ Link to Item http://hdl.handle.net/10757/624307 UNIVERSIDAD PERUANA DE CIENCIAS APLICADAS ESCUELA DE POSGRADO PROGRAMA DE MAESTRÍA EN ADMINISTRACIÓN DE EMPRESAS DE SALUD PLAN DE NEGOCIO DE SERVICIOS DE ATENCIÓN INTEGRAL PARA PERSONAS ADULTAS MAYORES TRABAJO DE INVESTIGACION Para optar el grado académico de Maestro en Administración de Empresas de Salud AUTORES Delgado Seminario, Allison Esther (0000-0002-7172-6357) López Huamancayo, Alejandro Raúl (0000-0002-8254-4428) Mendoza Rojas, Ana Cecilia (0000-0001-5055-7454) ASESOR Má Cárdenas, Cecilia Melba (0000-0001-8811-2776) Lima, 16 de Julio de 2018 Dedicatoria A nuestros seres amados que nos apoyaron en todo momento; por su aliento, comprensión y paciencia. 1 TABLA DE CONTENIDO CAPÍTULO I. DESCRIPCIÓN DEL NEGOCIO ................................................................................................ 15 1.1. MODELO DE NEGOCIO ............................................................................................................................... 20 1.2. MODELO CANVAS ..................................................................................................................................... 21 1.2.1 Segmento de clientes .................................................................................................................... 22 1.2.2 Propuesta de valor ........................................................................................................................ 22 1.2.3 Canales de distribución y comunicaciones .................................................................................... 22 1.2.4 Relación con el cliente ................................................................................................................... 22 1.2.5 Flujos de ingreso ........................................................................................................................... 22 1.2.6 Recursos clave ............................................................................................................................... 22 1.2.7 Actividades clave ........................................................................................................................... 23 1.2.8 Alianzas estratégicas .................................................................................................................... 23 1.2.9 Estructura de costos ...................................................................................................................... 23 1.3. TÉCNICAS DE ESTUDIO DE MERCADO ............................................................................................................ 24 1.3.1 Técnica de Focus group (grupo de discusión). ............................................................................... 24 1.3.2 Encuesta Personal. ........................................................................................................................ 24 1.4. MODELO DE LA 5 FUERZAS .......................................................................................................................... 24 1.5. HERRAMIENTAS FINANCIERAS, DE CONTABILIDAD Y COSTOS ............................................................................... 25 1.6. HERRAMIENTAS DE MARKETING Y VENTAS ...................................................................................................... 25 1.7. MODELO DE RENTABILIDAD ........................................................................................................................ 25 1.8. MARCO LEGAL .......................................................................................................................................... 25 CAPÍTULO II. ESTUDIO DE MERCADO ...................................................................................................... 26 2.1. ANÁLISIS DEL ENTORNO Y TENDENCIAS PESTEL .............................................................................................. 26 2.1.1 Entorno político ‐ legal .................................................................................................................. 26 2.1.2 Entorno económico ....................................................................................................................... 26 2.1.3 Entorno sociocultural y demográfico ............................................................................................ 27 2.1.4 Entorno tecnológico ...................................................................................................................... 29 2.1.5 Entorno ecológico ......................................................................................................................... 29 2.2. OPORTUNIDAD DEL MERCADO ..................................................................................................................... 29 2.2.1 Consumidores ................................................................................................................................ 30 2.2.2 Entorno de la competencia ........................................................................................................... 31 2.2.3 Barreras de acceso y riesgo de producto sustituto ....................................................................... 32 2.2.4 Conclusión ..................................................................................................................................... 33 2.3. POTENCIALES CLIENTES ............................................................................................................................... 33 2.4. CRITERIOS DE SELECCIÓN ............................................................................................................................ 34 2.5. MERCADO POTENCIAL ............................................................................................................................... 34 2 2.6. MERCADO OBJETIVO .................................................................................................................................. 35 2.7. MERCADO META ....................................................................................................................................... 36 2.8. INVESTIGACIÓN DE MERCADO ..................................................................................................................... 36 2.8.1 Metodología utilizada en la etapa de investigación cualitativa ................................................... 37 2.8.1.1Técnica de Focus Group .......................................................................................................................... 37 2.8.1.2 Conclusiones del Focus Group ................................................................................................................ 38 2.8.2 Metodología utilizada en la etapa de investigación cuantitativa ................................................. 40 2.8.2.1 Técnica para la realización de las Encuestas .......................................................................................... 40 2.8.2.2 Resultados estadísticos de las encuestas ............................................................................................... 41 2.8.2.3 Resultados consolidados de las encuestas ............................................................................................. 43 CAPÍTULO III. ESTRUCTURA LEGAL Y TRIBUTARIA .................................................................................... 44 3.1. MARCO LEGAL ......................................................................................................................................... 44 3.2. NATURALEZA DE LA EMPRESA ...................................................................................................................... 45 3.3. CREACIÓN DE LA EMPRESA .......................................................................................................................... 46 3.4. PRINCIPALES OBLIGACIONES Y BENEFICIOS TRIBUTARIOS .................................................................................... 47 CAPÍTULO IV. PLAN ESTRATÉGICO .......................................................................................................... 48 4.1. VISIÓN .................................................................................................................................................... 48 4.2. MISIÓN ................................................................................................................................................... 48 4.3. VALORES ................................................................................................................................................. 48 4.4. MODELO DE LAS 5 FUERZAS DE PORTER ........................................................................................................
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