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Pontificia Universidad Católica Del Ecuador PONTIFICIA UNIVERSIDAD CATÓLICA DEL ECUADOR FACULTAD DE CIENCIAS ADMINISTRATIVAS Y CONTABLES PLAN DE NEGOCIOS DE UNA EMPRESA DE PRODUCCIÓN Y COMERCIALIZACIÓN DE VINOS DISERTACIÓN DE GRADO PREVIA LA OBTENCIÓN DEL TÍTULO DE INGENIERÍA COMERCIAL CAROLINA ALEJANDRA CEPEDA SANTANDER DIRECTOR: MGTR. FRANKLIN MALDONADO BROWN QUITO, MARZO 2011 ii Director: Mgtr. Franklin Maldonado Brown Informantes: Ing. Mariano Merchán Mgtr. Roberto Ordoñez iii AGRADECIMIENTO Agradezco en primer lugar a Dios, por darme siempre la fortaleza necesaria y por bendecirme durante mis estudios universitarios, y también a mi madre por ser siempre mi apoyo incondicional y mi consejera. Gracias a ella ahora soy una persona exitosa. iv ÍNDICE INTRODUCCIÓN 1. ESTUDIO DE MERCADO, 10 1.1. DEFINICIÓN DEL PRODUCTO, 10 1.1.1. Usos y especificaciones del producto, 10 1.1.1.1 Componentes del vino, 11 1.1.1.2. Cualidades del vino, 13 1.1.1.3. Clases del vino, 19 1.1.2. Empresas productoras , 35 1.1.3. Nivel de producción y marcas, 36 1.1.4. Importación y exportación, 37 1.1.4.1. Importación, 37 1.1.4.2. Exportación, 39 1.2. DISEÑO DEL ESTUDIO DE MERCADO, 39 1.2.1. Cuestionario, 39 1.2.2. Prueba piloto, 39 1.2.3. Población y margen de error, 40 1.2.4. Tamaño de la muestra, 40 1.2.5. Presentación y análisis de los datos, 42 1.3. CONSUMIDOR DE PRODUCTO, 61 1.3.1. Perfil del consumidor, 61 1.3.2. Segmentación del consumidor, 62 1.3.3. Comportamiento del consumidor, 63 v 1.4. DEMANDA ACTUAL O HISTÓRICA, 64 1.4.1. Cuantificación y análisis de la demanda total, efectiva y aparente, 64 1.5. DEMANDA FUTURA, 65 1.5.1. Método para la proyección de la demanda, 65 1.5.2. Proyección de la demanda, 66 1.5.3. Estimación de la penetración en el mercado, 67 1.6. ANÁLISIS DE LA OFERTA, 67 1.6.1. Cuantificación de la oferta total existente (capacidad utilizada e instalada), 67 1.6.2. Análisis de cada empresa productora, 68 1.6.2.1. Capacidad instalada y utilizada, 68 1.6.2.2. Participación en el mercado, 69 1.6.2.3. Capacidad técnica y administrativa para respaldar ampliaciones, 70 1.6.2.4. Localización con respecto al área de consumo, 71 1.6.2.5. Precios, 72 1.6.2.6. Calidad y presentación de los productos, 73 1.6.2.7. Sistemas de comercialización, 74 1.6.2.8. Crédito y asistencia al usuario, 75 1.6.2.9. Descuentos, 76 1.6.2.10. Canales distribución y publicidad, 77 1.6.2.11. Servicios de posventa, 78 1.6.3. Proyectos de ampliación de la capacidad instalada, 79 1.6.4. Medida económica que tengan impacto sobre la producción y los precios, 80 1.7. DEMANDA INSATISFECHA, 81 1.7.1. Evaluación de la demanda insatisfecha, 81 1.7.2. Demanda que será captada por el proyecto de desarrollo productivo, 82 vi 2. PROPUESTA ESTRATEGICA, 84 2.1. FORMULACIÓN DE LA MISIÓN Y VISIÓN, 84 2.2. PRINCIPIOS Y VALORES CORPORATIVOS, 85 2.2.1 Principio Organizacional, 85 2.2.2 Valores Corporativos, 85 2.3. OBJETIVOS CORPORATIVOS, 87 2.3.1. Área Administrativa, 87 2.3.2. Área de marketing, 88 2.3.3. Área Financiera, 89 2.3.4. Área de Procesos de Producción, 89 2.3.5. Área de Capacitación y Formación de Colaboradores, 90 2.4 POLÍTICAS EMPRESARIALES, 90 2.5 MATRIZ FODA, 93 3. ESTUDIO TÉCNICO, 95 3.1 LOCALIZACIÓN, 95 3.1.1. Macrolocalización, 95 3.1.1.1 Lugares posibles para localizar el proyecto, 96 3.1.1.2. Selección de la localización optima, 97 3.1.1.3. Justificación de la selección, 99 3.1.2. Microlocalización, 100 3.1.2.1. Características y costos de los terrenos, 100 3.1.2.2. Infraestructura y medio ambiente, 101 vii 3.1.2.3. Ubicación, ciudad, calle, número o dirección, 101 3.1.2.4. Clima, 101 3.1.2.5. Servicios de construcción, montaje y mantenimiento, 102 3.2. TAMAÑO DE MERCADO, 102 3.2.1. Mercado, 102 3.2.2. Tecnología del proceso productivo, 103 3.2.3. Parámetros de la maquinaria, proceso o equipo básico, 104 3.2.4. Disponibilidad de materias primas, 104 3.3. INGENIERÍA DEL PROYECTO, 105 3.3.1. Tecnología, 105 3.3.1.1. Herramientas, Maquinaria y Equipo, 105 3.3.2. Layout de la empresa productora de vinos, 110 3.3.2.1. Descripción de edificios, galpón industrial, vías de acceso, Parqueaderos, Jardines y cerramientos, 110 3.3.2.2 Costos de inversión de la infraestructura, 112 3.3.3. Distribución en planta, 113 3.3.3.1. Plano físico del área correspondiente al proceso de producción, 113 3.3.4. Impacto ambiental, 114 3.3.4.1. Características del entorno en el cual se va a desarrollar el proyecto,114 3.3.4.2. Capacidad de causar impactos y afectar el ambiente, 114 3.4 INGENIERÍA DEL PRODUCTO, 115 3.4.1. Proceso productivo, 115 3.4.2. Composición de materias primas y materiales, 122 3.4.3. Programa de producción, 124 3.4.4. Sistemas de control de la producción, 125 3.4.5. Proveedores, 125 viii 3.5. ORGANIZACIÓN DE LA COMPAÑÍA, 127 3.5.1. Diseño de la estructura organizacional, 127 3.5.2. Administración de los recursos humanos, 128 3.5.3. Constitución legal y tipo de compañía, 135 4. ESTUDIO FINANCIERO, 139 4.1 ESTIMACIÓN DE COSTOS Y GASTOS DEL PROYECTO, 140 4.1.1 Costos de las inversiones, 140 4.1.1.1 Terrenos, 140 4.1.1.2 Gastos de Constitución, 140 4.1.2 Mano de Obra directa, 140 4.1.3 Costo unitario de la materia prima, 141 4.1.4 Gasto de administración y ventas, 142 4.1.5 Costos indirectos de fabricación, 143 4.1.5.1 Mano de obra indirecta, 143 4.1.5.2 Costo unitario de materiales indirectos, 144 4.1.5.3 Servicios básicos, 145 4.2 DEPRECIACIONES DE MAQUINARIA Y EDIFICIOS PRODUCTIVOS, 146 4.3 INVERSIONES EN ACTIVOS FIJOS, 147 4.4 INVERSIONES EN ACTIVOS DIFERIDOS, 148 4.5 INVERSIONES EN CAPITAL DE TRABAJO, 148 4.5.1 Capital de trabajo permanente, 149 4.5.2 Ciclo de operación de caja, 149 4.5.3 Rotación de caja, 150 ix 4.6 FINANCIAMIENTO, 150 4.6.1 Aportes de capital social, 151 4.6.2 Crédito, 151 4.6.3 Fuentes de financiamiento, 151 4.6.4 Condiciones del préstamo, 153 4.6.5 Características del préstamo, 154 4.6.6 Amortización de la deuda, 155 4.6.7 Para construir las prendas de hipoteca al banco, 156 4.7 ESTIMACIÓN DE INGRESOS: VOLÚMENES DE VENTAS Y PRECIOS, 156 4.8 ESTADOS FINANCIEROS, 157 4.8.1 Estado de resultados proyectado, 158 4.8.2 Flujo de caja proyectado, 158 4.8.3 Análisis de la tasa interna de retorno financiera, 159 4.8.4 Análisis del valor actual neto, 160 4.8.5 Análisis de la relación beneficio/ costo, 160 5. CONCLUSIONES Y RECOMENDACIONES 5.1 CONCLUSIONES, 162 5.2 RECOMENDACIONES, 165 BIBLIOGRAFIA, 167 ANEXOS, 169 x 1. ESTUDIO DEL MERCADO 1.1. DEFINICIÓN DEL PRODUCTO 1.1.1. Usos y especificaciones del producto El vino es una bebida resultante de la fermentación alcohólica parcial del zumo de uvas. Su composición es tan compleja y sus componentes tan numerosos y constantemente variables, debido a una serie de reacciones químicas y otras causas o alteraciones de orden microbiana. El vino tiene diferentes usos, desde su uso como bebida, pasando por usos culinarios y hasta religiosos. Cada vino depende de su color final (vinos tintos, blancos o rosados), de su nivel de azúcar (vinos secos o dulces), de su origen geográfico, y de aquí en más podemos pensar en clasificarlos. De aquí, también tendremos vinos espumosos, fortificados, gasificados, frutados y hasta vinos desalcoholizados. 1 1 http://guias.masoportunidades.com.ar/vinos-conoce-sus-diferentes-tipos-usos-y-propiedades/ 11 Hace más de 7000 años que el vino se comenzó a utilizar entre la humanidad, por lo que ha tenido diferentes usos durante todo ese tiempo. A lo largo de la historia veremos que, si bien su uso primordial es como bebida, su ingesta se ha asociado también a usos lúdicos, culinarios, religiosos y hasta medicinales. En este estudio me limitaré a clasificar las principales sustancias y describir las materias más significativas que incluyen en su composición, puesto que es necesario conocer los componentes que tienen un valor verdaderamente práctico y que contribuyan a distinguir sus cualidades, caracteres peculiares y proporciones normales de los vinos para que éstos estén completamente equilibrados. 1.1.1.1 Componentes del vino 2 Agua.- El vino contiene casi 900 gramos de agua por litro y la riqueza de los elementos que lo integran hacen de él un verdadero alimento líquido. Calorías y alcohol.- Desde el punto de vista nutricional, el componente más importante del vino es el alcohol. Principalmente el cava estimula la circulación sanguínea debilitada. Dos litros de vino semidulce cubre prácticamente las necesidades calóricas diarias. 2 Manual del Ingeniero de Alimentos. Autor: Felipe Durán Ramírez 12 Sales Minerales.- El vino contiene una cantidad considerables de potasio, magnesio, yodo y hierro, que pueden contribuir positivamente a cubrir las necesidades diarias de estos minerales. Ácidos.- Son importantes para el sabor y la duración del producto; además ejercen una acción positiva sobre la digestión. En los vinos procedentes de los países del norte de Europa, el contenido en ácidos es muy superior al de los países del sur.
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