Plan de empresa: Importación y comercialización de aceite de oliva virgen extran en Guatemala
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2017-11-29
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Jaén: Universidad de Jaén
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[ES] En el marco del Máster en Administración de Empresas, el presente documento es el plan de
empresa para la empresa Servicios JDP. Esta será una empresa guatemalteca dedicada a la
importación y comercialización de aceite de oliva virgen extra de alta categoría. El aceite será
de origen andaluz y los formatos de venta serán de 250 mi, 500 mi, 1 litro y 3,8 litros. El aceite
será vendido a un precio base de 23.50€ por litro. Los consumidores objetivo son el
consumidor final y a hoteles y restaurantes (horeca).
Para realiz.ar este plan de empresa primero se analizó el macroentorno del negocio con un análisis
PESTEL, el microentorno a través de las fuerzas de Porter y un estudio de segmentación a
través de entrevistas a los consumidores potenciales. Luego se desarrolló un análisis DAFO
definiendo para definir sus estrategias y preparar la empresa para el reto de operar en
Guatemala. Dentro del plan de negocio incluye la visión, la misión, los objetivos estratégicos,
el plan comercial de la empresa y un plan económico-financiero detallando su viabilidad.
[EN] The following document describes the business plan for the company Servicios JDP. His will be a Guatemalan company dedicated to import and commercialize premium extra virgin olive oil in Guatemala. The oil will be produced in Andalucía and the presentations will be of 250ml, 500 mi, 1 liter and 3,8 liters. The oil will have a base price of 23.50€ per liter. The objective consumers are the final consumer and hotels and restaurants (horeca) To complete the business plan a Peste! analysis was completed to understand the marcoeconomic environment, as well as a study of the forces of Porter to analyze the microeconomic environment. Toen a segment analysis was carried out throughout interviews to the possible consumers. Then a SWOT analysis was done to define the strategies the company would follow and this allowed to create the vision, mission, strategic objectíves, commercialization plan and the economic and financia! analysis presented in this business plan.
[EN] The following document describes the business plan for the company Servicios JDP. His will be a Guatemalan company dedicated to import and commercialize premium extra virgin olive oil in Guatemala. The oil will be produced in Andalucía and the presentations will be of 250ml, 500 mi, 1 liter and 3,8 liters. The oil will have a base price of 23.50€ per liter. The objective consumers are the final consumer and hotels and restaurants (horeca) To complete the business plan a Peste! analysis was completed to understand the marcoeconomic environment, as well as a study of the forces of Porter to analyze the microeconomic environment. Toen a segment analysis was carried out throughout interviews to the possible consumers. Then a SWOT analysis was done to define the strategies the company would follow and this allowed to create the vision, mission, strategic objectíves, commercialization plan and the economic and financia! analysis presented in this business plan.