Plan estratégico para el relanzamiento de la miel de abeja de la marca Lito´s
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Date
2022-01-25
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Pontificia Universidad Católica del Perú
Abstract
Tanto en el Perú como a nivel internacional, se ha venido presentando un crecimiento
considerable en el consumo de productos orgánicos. Fundamentalmente, por la preocupación
de muchas personas quienes necesitan mantener una nutrición más saludable y balanceada
que garantice su salud y bienestar. Dicha situación ha permitido, en primer lugar, identificar
una oportunidad factible para emprender al ofrecer productos orgánicos de calidad que cuiden
la salud de las personas. En segundo lugar, determinar un mercado potencial en el cual se
puede ingresar y obtener beneficios. Este emprendimiento consiste en una línea de miel de
abeja orgánica, recolectada en la ciudad de Jauja en el departamento de Junín, por Apícola
Lito´s. Esta empresa se ha ganado la fidelización del mercado local que reconoce la calidad
de sus productos, pero solo es conocida por un sector de la población en la mencionada
ciudad. Para lanzar esta nueva línea de miel de abeja orgánica en el mercado peruano, se ha
elaborado un Plan de Marketing innovador, que se aplicará en la apícola para relanzar la
marca Lito´s como el mejor distribuidor de miel de abeja en el mercado y posicionarla a nivel
regional y nacional a corto plazo, aprovechando la creciente demanda de miel orgánica,
producto saludable que aporta muchos beneficios. El relanzamiento le permitirá a la apícola
presentar el siguiente eslogan: “Miel de abeja Lito´s, natural desde su origen”. En atención a
la evaluación financiera, el proyecto es viable, porque generará S/ 213,834.84 de utilidad neta
durante el primer año, un VAN de S/ 567,897.32 y un TIR de 72%, con un período de
recuperación de la inversión estimado en un año, tres meses y 27 días, permitiendo así
afirmar con propiedad que este proyecto es ciertamente rentable.
As well as in Peru, internationally there has been a considerable growth in the consumption of organic products. Basically, due to the concern of many people who need to maintain a healthier and more balanced nutrition that guarantees their health and well-being. This situation has allowed, in the first place, identifying a feasible opportunity to be undertaken by offering quality organic products that take care of people's health. Second, it allows to determine a potential market to enter and make profits. This entrepreneurship consists of a line of organic honey, collected in the city of Jauja in the department of Junín, by Apícola Lito's. This company has earned the loyalty of the local market that recognizes the quality of its products, but it is only known by a sector of the population in the aforementioned city. To launch this new line of organic honey in the Peruvian market, an innovative Marketing Plan has been drawn up, which will be applied in the apiculture to relaunch the Lito's brand as the best honey distributor in the market and position itself well regionally and nationally in the short term, taking advantage of the growing demand for organic honey, a healthy product that provides many benefits. The relaunch will allow the Apícola to present the following slogan: “Lito's honey, natural from its origin”. Based on the financial evaluation, the project is viable, because it will generate S / 213,838.84 of net profit during the first year, a NPV of S / 567,897.32 and an IRR of 72%, with an estimated investment recovery period of one year, three months and 27 days, allowing to assert properly that this project is certainly profitable.
As well as in Peru, internationally there has been a considerable growth in the consumption of organic products. Basically, due to the concern of many people who need to maintain a healthier and more balanced nutrition that guarantees their health and well-being. This situation has allowed, in the first place, identifying a feasible opportunity to be undertaken by offering quality organic products that take care of people's health. Second, it allows to determine a potential market to enter and make profits. This entrepreneurship consists of a line of organic honey, collected in the city of Jauja in the department of Junín, by Apícola Lito's. This company has earned the loyalty of the local market that recognizes the quality of its products, but it is only known by a sector of the population in the aforementioned city. To launch this new line of organic honey in the Peruvian market, an innovative Marketing Plan has been drawn up, which will be applied in the apiculture to relaunch the Lito's brand as the best honey distributor in the market and position itself well regionally and nationally in the short term, taking advantage of the growing demand for organic honey, a healthy product that provides many benefits. The relaunch will allow the Apícola to present the following slogan: “Lito's honey, natural from its origin”. Based on the financial evaluation, the project is viable, because it will generate S / 213,838.84 of net profit during the first year, a NPV of S / 567,897.32 and an IRR of 72%, with an estimated investment recovery period of one year, three months and 27 days, allowing to assert properly that this project is certainly profitable.
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Keywords
Plan de negocios, Miel--Planificación estratégica, Miel--Industria y comercio
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