Formulación de un plan de negocios para la creación de una empresa comercializadora de artesanías elaboradas en Santander, utilizando el marco de gestión de proyecto marco lógico

Abstract

Handicrafts are traditional objects that represent a country or a region, Colombia has high quality and varied handicrafts, the artisan sector represents 15% of the country's manufacturing occupation, but despite that, it has very low incomes due to developing their work activity, leading them to have an undignified lifestyle, since most of the producers sell their products to intermediaries, who do not pay them a fair price for them. The objective of this project was to carry out a business plan to evaluate the feasibility of creating a company that sells Santander handicrafts through ecommerce. The company's target market is women between the ages of 20 and 45 in strata 3,4,5 and 6 in the city of Bucaramanga, Medellín and Bogotá. For the optimal development of the project, the logical framework methodology was used, which allowed to identify the real problem, with its causes and effects, and likewise generate alternatives for the identified problem, followed by an analysis of the artisanal sector, as well as an analysis of the macro and micro environment, additionally a descriptive market research was carried out, in order to obtain market knowledge and estimate the demand and finally a technical, organizational, strategic, legal and financial analysis was carried out, which allowed verifying the viability of the branding of the business idea.