Business consulting para la empresa Shopping Mania S.R.L.
Date
2024-10-09
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
Shopping Mania S.R.L. fue fundada el año 2016, en Santa Cruz de la Sierra – Bolivia, con la
misión de ser una empresa confiable que se enfoca en brindar un servicio fácil, ágil y directo
para obtener una motocicleta de buena calidad y al mejor costo. Desde el año 2017 viene
comercializando su marca propia de motocicletas denominada Matrix. Las mismas que son
importadas desde China. En el business consulting presente se logró identificar que el problema
principal de la empresa es la poca visibilidad y presencia de la marca, también traduciéndose a la
falta de posicionamiento en el mercado. En conjunto con el plantel gerencial de la empresa y el
grupo de consultores se logró identificar el problema y sus causantes. Para ello se utilizó la
Matriz de Complejidad versus Beneficio y el Diagrama Ishikawa. Luego se identificaron las
posibles soluciones para este problema, mismas que corresponden a: (a) propuesta de valor y
plan estratégico orientados al público objetivo, (b) plan de marketing para alcanzar el
posicionamiento planificado y (c) una investigación del mercado con el objetivo de conocer
mejor el mercado meta y sus principales características. La solución de mayor ponderación es la
propuesta de valor y plan estratégico orientados al público objetivo toda vez que se enfocará en
resaltar los beneficios y la diferenciación de Matrix dentro de su competencia. Para encarar estas
soluciones, se establecieron actividades claves, las cuales serían: (a) fortalecimiento de la
propuesta de valor, (b) elaboración del nuevo plan estratégico y (c) plan de promoción. Luego de
armar el modelo entre la gerencia y los consultores, se logró determinar que dentro de las
estimaciones cuantitativas, se proyecte un incremento sostenible de las ventas en un 15% del
2025 al 2028. De la misma se logra obtener un VAN de US$ 68,000 considerando una inversión
de US$ 20,000 y un retorno de la inversión menor a un año. La TIRm asciende al 74% que
resulta mayor que el WACC (29%), calculado a través del modelo CAPM más riesgo país.
Dichos resultados y estimaciones demostraron la viabilidad económica de la solución propuesta,
donde se obtuvo la aceptación de la gerencia general de la empresa.
Shopping Mania S.R.L. was founded in 2016, in Santa Cruz de la Sierra – Bolivia, with the mission of being a reliable company that focuses on providing an easy, agile and direct service to obtain a motorcycle of good quality and at the best cost. Since 2017, it has been marketing its own brand of motorcycles called Matrix. The same ones that are imported from China. In the present business consulting, it was possible to identify that the company's main problem is the low visibility and presence of the brand, also translating to the lack of positioning in the market. Together with the company's management team and the group of consultants, the problem and its causes were identified. For this, the Complexity versus Benefit Matrix and the Ishikawa Diagram were used. Then the possible solutions for this problem were identified, which correspond to: (a) value proposal and strategic plan oriented to the target audience, (b) marketing plan to achieve the planned positioning and (c) a market investigation with the objective of better knowing the target market and its main characteristics. The most weighted solution is the value proposition and strategic plan oriented to the target audience since it will focus on highlighting the benefits and differentiation of Matrix within its competition. To address these solutions, key activities were established, which would be: (a) strengthening the value proposition, (b) elaboration of the new strategic plan and (c) promotion plan. After putting together the model between management and the consultants, it was determined that within the quantitative estimates, a sustainable increase in sales was projected by 15% from 2025 to 2028. From this, a NPV of US$68,000 was obtained considering an investment of US$20,000 and a return on investment of less than one year. The IRR amounts to 74%, which is higher than the WACC (29%), calculated through the CAPM plus country risk model. These results and estimates demonstrated the economic viability of the proposed solution, where the acceptance of the general management of the company was obtained.
Shopping Mania S.R.L. was founded in 2016, in Santa Cruz de la Sierra – Bolivia, with the mission of being a reliable company that focuses on providing an easy, agile and direct service to obtain a motorcycle of good quality and at the best cost. Since 2017, it has been marketing its own brand of motorcycles called Matrix. The same ones that are imported from China. In the present business consulting, it was possible to identify that the company's main problem is the low visibility and presence of the brand, also translating to the lack of positioning in the market. Together with the company's management team and the group of consultants, the problem and its causes were identified. For this, the Complexity versus Benefit Matrix and the Ishikawa Diagram were used. Then the possible solutions for this problem were identified, which correspond to: (a) value proposal and strategic plan oriented to the target audience, (b) marketing plan to achieve the planned positioning and (c) a market investigation with the objective of better knowing the target market and its main characteristics. The most weighted solution is the value proposition and strategic plan oriented to the target audience since it will focus on highlighting the benefits and differentiation of Matrix within its competition. To address these solutions, key activities were established, which would be: (a) strengthening the value proposition, (b) elaboration of the new strategic plan and (c) promotion plan. After putting together the model between management and the consultants, it was determined that within the quantitative estimates, a sustainable increase in sales was projected by 15% from 2025 to 2028. From this, a NPV of US$68,000 was obtained considering an investment of US$20,000 and a return on investment of less than one year. The IRR amounts to 74%, which is higher than the WACC (29%), calculated through the CAPM plus country risk model. These results and estimates demonstrated the economic viability of the proposed solution, where the acceptance of the general management of the company was obtained.
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Keywords
Consultores de empresas--Planificación estratégica, Motocicletas--Industria y comercio--Bolivia
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