Plan de iniciativa empresarial de fabricación de muebles modulares personalizados a partir de aglomerado melamínico, dirigidos al mercado Bogotano

Abstract

The value proposition of this project is focused on satisfying the new trends in demand for personalized furniture, offering in the Bogotano market a service of design and manufacture and customization of wooden furniture according to the tastes and desires of each consumer, using modern parameters of manufacturing, followed by the guidelines and trends in cutting-edge designs, this document explains the business plan Starting with a market research, carried out on 483 people to find out the main behaviors of potential consumers in this segment, in this research process there is a strong trend in the possible purchase of personalized furniture and the interest in acquiring high-quality products In the same way, this type of client would agree to pay a corresponding price for this customization and furniture manufacturing service. This segment is aimed at a target of people belonging to a socioeconomic level between 2 and 4, with a high school education level or higher, mainly people who live with their partners or relatives and carry out daily activities such as studying and working, which in their free time read or enjoy watching television, series and movies, with an average income above the current minimum wage. The direction and strategic planning for this business is focused on providing a new concept of customization in the manufacture of furniture, in order to become one of the leading companies in the Bogotá region, for this it seeks to innovate in the concept of purchasing custom furniture, maintaining continuous innovation in design and manufacturing, using mass communication strategies with the use of current digital tools for access to the majority of the population. The positioning of a company in the market is linked to the brand recognition that the company can generate in consumers, for this the company develops the ARTECHMO name as a brand, using the concepts of art, technology and modulation, implementing the main functions of the brand identification, differentiation, practicality, credibility, optimization and continuity in the market. Within the marketing strategies for this project, a price parity strategy is sought, linked to a vertical integration strategy with the manufacturers of the raw material, the main distributors of authorized manufacturers, the transport company and the end customer. , all this to develop a direct distribution channel with customers. For integrated communication strategies, the main aim is to manage a BTL type of communication, with the use of the main digital advertising tools guided by social networks, for this the company seeks to maintain consistency and continuity in the messages, in complement of PULL strategies such as merchandising, POP material and digital advertising. One of the main pillars in which the company seeks to create a differential is in customer service, for this the company seeks to enable contacts through direct communication channels such as face-to-face and telephone, and with the use of tools digital enable points of contact on the website, e - mail, WhatsApp and social networks, in the same way the focus is given towards customer relations, handling each PQRS request requirement correctly with each customer according to their characteristic features . In production and operation, all the information corresponding to the technical specifications of the products to be manufactured, the main offer of products for the market, the general process from the purchase request to the delivery of the products, the contextual historical analysis in Colombia to analyze the demand estimate as well as the manufacturing and infrastructure costs. On the organizational issue, the company's value chain, the main primary and secondary functions to provide value to consumers, the organization chart of the company with the main institutional positions, and in the same way the manual of functions are raised. In relation to the financial situation of the company, different projections are made with the financial statements, income statements, general balance sheet, cash flow, and main financial indicators are analyzed where the viability of the company in question of its profitability can be analyzed. .

A legal study of the company is carried out where the main requirements for the commercial registration of the company in Bogotá are argued, as well as the main permits, licenses and taxes required for commercial activity ISIC 3613 (Manufacture of furniture for commerce and service) this analysis shows us that the company has the availability for its