Plan de negocio para la creación de comercializadora de carnes en el sector nororiental de la ciudad de Tunja – Boyacá.

Abstract

The meat market has a very low supply and the existing one does not satisfy the needs of the consumer, who seeks quality, diversity of products, excellent service and a good price-quality ratio, so Carnes del Toro is a business idea projected to a marketer of matured and unripened beef, pork and chicken, generating a value proposition focused on an excellent service, with quality products, and an infrastructure and central product (matured beef), differentiated from the competence.

Thus, the business idea is focused on the northeastern sector of the city of Tunja, which includes neighborhoods such as Mesopotamia, Las quintas, Santa Inés, Ciudad Hayuelos among others, since this sector is continuously growing in the housing industry and construction, so the population will increase for a long time, in addition to the fact that they would really demand the central product of the marketer.

Therefore, Carnes del Toro intends to offer its customers beef matured by means of the wet technique, fresh beef, chicken meat, pork and accompaniments such as cheeses, wines and charcuterie, making it an indispensable characteristic of the business idea is personalized service and attention, where the client is advised about recipes and the best cuts necessary for them.

Thus, the promoters of the project are business administration students, with experience in the business world, since they have a MSME dedicated to the commercialization of food and vegetables, in addition to the fact that one of the promoters has studies in veterinary medicine and zootechnics, therefore who knows the physical characteristics required in live animals for a correct processing of carcass meat.

In this way, for the commercialization, it will be carried out in a point of sale with a differentiated infrastructure in the sector, since in Tunja and in that place there are no marketers that offer this type of modern infrastructure, with internal advertising printed on paper and shown on televisions in view of the customer, where the different cuts and variety of recipes will be projected, with display refrigerators so that the product is perceived with adequate hygiene and presentation, maintaining the cold chain of the meats in a cold room designed for For this purpose, the institutional colors will also be handled, which are black, white and red, on a background that simulates wood, with lighting that allows the colors and infrastructure to stand out, where each cutter will have a scale digital that prints the receipt to be canceled at the box, likewise the distribution of the premises will be made by product sections, where each one will have its own sea keting according to and a person who attends each section, in order to avoid product mixing, where what is sought more than a marketer is to be able to offer a meat store that satisfies not only basic needs such as food but also the need for status and recognition, offering in a single establishment beef, pork and chicken and accessories such as cheeses, delicatessens and wines, offering recipes and personalized advice so that customers can enjoy these products even more.

The initial investment will be 190,884,200 with a total of $ 151,856,600 in fixed assets and $ 29,470,000 in current assets, which includes the company's cash and bank cash, deferred assets and the essential raw material for the start of the operation, with a Net Present Value of more than 500 million pesos, with an opportunity rate of 15.15%, a return rate of 80% and an after-tax profit of 15%, which means that the The project is viable in terms of profitability, because the internal rate of return is higher than the internal rate of opportunity, in addition to its high growth rate.

Due to the fact that there is a total of 17,000 inhabitants in the sector, the apparent consumption of this sector is 366,299, which means that the per capita consumption would be 21.5 kg per year, and taking into account that from the instrument data collection (survey), it can be evidenced that there is an unsatisfied demand of 19.6%, and based on per capita consumption that per year would represent a total of 365,500 kg of which, Carnes del Toro will offer a total of 61,200 kg of beef per year, which represents 16.7% market share, taking into account that there are 6 competitors in the sector.