Paikallisen WLAN-operaattorin liiketoimintasuunnitelma: Case Wireless

Työn tavoitteena oli selvittää uudenlaisen WLAN-verkkoyhteyden tarjoajan liiketoiminnallisia mahdollisuuksia ja -edellytyksiä. Uudenlaisessa mallissa loppukäyttäjällä on langatonta lähiverkkoa käyttäessään mahdollisuus valita mieleisensä Internet-operaattori sekä käyttää paikallisia palveluja ilman Internet-yhteyttä, alueverkon kautta. Lisaksi tutkittiin langattoman tiedonsiirron markkinointia. Työn case-osuudessa tutkittiin Lappeen¬rannan teknillisen korkeakoulun WLAN-hanketta, ja siinä rakennettua access-verkkoa. Koko langattoman tiedonsiirron liiketoimintakenttä on vasta hakemassa lopullisia muotojaan. Nopeasta yleistymisestä huolimatta WLAN:in massamarkkinoille tuloa hidastavat tietyt ongelmat, mm. verkkovierailut (sekä WLAN-verkkojen että eri langattomien tiedonsiirtoteknologioiden välillä), epäselvät laskutusmallit sekä yhteensopivuusongelmat. Tietoturva on WLAN:in ongelmista kuuluisin, mutta ei suurin este todellisten massamarkkinoiden saavuttamisessa. Hyödyntämällä teknologian omaksujaryhmien erilaisia piirteitä saadaan etua tavoiteltaessa massamarkkinoita. Case-verkon liiketoimintasuunnitelmasta käy ilmi, että mikäli WLAN yleistyy, kuten on odotettu, esitetty uudenlainen alueellinen liiketoimintamalli voi olla taloudellisesti mahdollinen. Esitetyt riskit ja oletukset on huomioitava alan epävarman kehityksen takia.

Paikalliset elinkeinot ja ilmastonmuutos Kaakkois-Suomen alueella

Kasvihuonekaasujen vähentäminen on lähitulevaisuudessa välttämätöntä ilmastonmuutoksen torjunnassa. Tämä tosiasia tulisi nähdä niin yrityksissä kuin kunnissakin mahdollisuutena, johon liittyvillä toimenpiteillä voitaisiin kehittää myös alueen liiketoimintaa ja elinkeinoelämää. Tämän tutkimuksen tavoitteena oli löytää Kaakkois- Suomen kannalta tehokkaimmat keinot ja toimintamallit alueen liiketoiminnan edistämiseksi kasvihuonekaasupäästöjä hillitsevään suuntaan. Työssä on käsitelty erityisesti kunnan toimintaan liittyviä vaikutusmahdollisuuksia tavoitteiden saavuttamisessa. Tutkimus on toteutettu osana Suomen Kuntaliitto Ry:n koordinoimaa kuntienilmastonsuojelukampanjaa. Tutkimus on luonteeltaan kirjallisuuden pohjalta tehty esiselvitys. Työhön sisältyvien esimerkkitapausten osalta on tietoa hankittu myös haastattelemalla alueen yrityksiä. Tutkimuksen alkuvaiheessa on kartoitettu Kaakkois-Suomen alueellisia erityispiirteitä ja potentiaaleja. Työssä on arvioitu esimerkiksi uusiutuvien energialähteiden lisäämispotentiaalien käyttöönottamisella saavutettavat kasvihuonekaasupäästöjen vähenemät sekä työllisyysvaikutukset Kaakkois-Suomen alueella. Potentiaalien luoman pohjan perusteella on selvitetty mahdollisuuksia kehittää alueen elinkeinorakenteeseen soveltuvaa liiketoimintaa. Kasvihuonekaasuja vähentävän liiketoiminnan edistämiseksi on selvitetty keinoja sekä olemassa olevien yritysten kilpailukyvyn parantamiseen että uuden liiketoiminnan kehittämiseen liittyen. Näiden tavoitteiden saavuttamisessa nähtiin yritysten verkostoitumisen olevan eräs tärkeä keino, jolla voidaan parantaa mm. alueen lukuisten pienten yritysten mahdollisuuksia suurten kokonaistoimitusten tuottamisessa. Työssä on esitetty kunnan toimintaan soveltuva toimintamalli yritysten verkostoimiseksi. Jätteiden ja sivutuotteiden osalta työssä on esitetty materiaalivirtojen hyötykäyttöön ohjaamiseen erikoistunutta liiketoimintaa niin sanotun materiaalipörssin muodossa. Myös koulutuksen, tutkimuksen ja rahoituksen tarjontaa kasvihuonekaasuja vähentävän liiketoiminnan kehittämisen tueksi on selvitetty Kaakkois-Suomen alueella. Tutkimuksen sisällössä ovat esimerkkitapaukset keskeisessä asemassa. Niiden puitteissa on haastateltu paikallisen alueen yrityksiä ja viranomaisia. Esimerkkitapauksissa on selvitetty materiaalipörssin, lämpöyrittäjyyden sekä erään yrityksen verkostoimiseen liittyviä tekijöitä ja keinoja. Haastatteluista ja kirjallisuudesta saatuihin tietoihin perustuen on ehdotettu toimintavaihtoehtoja toiminnan kehittämiseksi. Tutkimuksen tulosten perusteella on lopuksi esitetty suunnitelma jatkotoimenpiteistä, joilla tuloksia lähdetään viemään käytännön tasolle.

Teollisuustuotteen markkinointisuunnitelma. Case: Omni Weight Control Oy

Tutkielman tavoitteena on markkinointisuunnitelman laatiminen teollisuustuotteelle, jota business-to-business -markkinoilla toimiva case-yritys valmistaa. Aihetta tarkastellaan ensin teoreettisesti lähdekirjallisuuden avulla ja sen jälkeen empiirisesti case-yrityksen näkökulmasta. Tutkimusmenetelmänä on normatiivinen eli soveltava case-tutkimus. Tutkimusote on kvalitatiivinen. Markkinointisuunnitelma laaditaan analysoimalla yrityksen ulkoista ja sisäistä toimintaympäristöä, asettamalla markkinoinnin tavoitteet, määrittelemällä markkinointistrategiat ja yksilöimällä toimintaohjeet. Markkinointisuunnitelman laatiminen kannattaa, sillä se tehostaa yrityksen ulkoista markkinointia. Tutkielman tuloksena voidaan todeta, että case-yrityksellä on hyvät mahdollisuudet menestyä hihnavaakamarkkinoilla uudella tuotteellaan, kunhan se saa nimeään tunnetuksi.

Marketing culture of Finnish research libraries : an analysis of marketing attitude, knowledge and behaviour

The aim of the present dissertation is to investigate the marketing culture of research libraries in Finland and to understand the awareness of the knowledge base of library management concerning modern marketing theories and practices. The study was based onthe notion that a leader in an organisation can have large impact on its culture. Therefore, it was considered important to learn about the market orientation that initiates at the top management and flows throughout the whole organisationthus resulting in a particular kind of library culture. The study attempts to examine the marketing culture of libraries by analysing the marketing attitudes, knowledge (underlying beliefs, values and assumptions), behaviour (market orientation), operational policies and activities, and their service performance (customer satisfaction). The research was based on the assumption that if the top management of libraries has market oriented behaviour, then their marketing attitudes, knowledge, operational policies and activities and service performance should also be in accordance. The dissertation attempts to connect all these theoretical threads of marketing culture. It investigates thirty three academic and special libraries in the south of Finland. The library director and three to ten customers from each library participated as respondents in this study. An integrated methodological approach of qualitative as well as quantitative methods was used to gain knowledge on the pertinent issues lying behind the marketing culture of research libraries. The analysis of the whole dissertation reveals that the concept of marketing has very varied status in the Finnish research libraries. Based on the entire findings, three kinds of marketing cultures were emerged: the strong- the high fliers; the medium- the brisk runners; and the weak- the slow walkers. The high fliers appeared to be modern marketing believers as their marketing approach was customer oriented and found to be closer to the emerging notions of contemporary relational marketing. The brisk runners were found to be traditional marketing advocates as their marketing approach is more `library centred¿than customer defined and thus is in line of `product orientation¿ i.e. traditional marketing. `Let the interested customers come to the library¿ was appeared to be the hallmark of the slow walkers. Application of conscious market orientation is not reflected in the library activities of the slow walkers. Instead their values, ideology and approach to serving the library customers is more in tuneof `usual service oriented Finnish way¿. The implication of the research is that it pays to be market oriented which results in higher customer satisfaction oflibraries. Moreover, it is emphasised that the traditional user based service philosophy of Finnish research libraries should not be abandoned but it needs to be further developed by building a relational based marketing system which will help the libraries to become more efficient and effective from the customers¿ viewpoint. The contribution of the dissertation lies in the framework showing the linkages between the critical components of the marketing culture of a library: antecedents, market orientation, facilitators and consequences. The dissertationdelineates the significant underlying dimensions of market-oriented behaviour of libraries which are namely customer philosophy, inter-functional coordination,strategic orientation, responsiveness, pricing orientation and competition orientation. The dissertation also showed the extent to which marketing attitudes, behaviour, knowledge were related and impact of market orientation on the serviceperformance of libraries. A strong positive association was found to exist between market orientation and marketing attitudes and knowledge. Moreover, it also shows that a higher market orientation is positively connected with the service performance of libraries, the ultimate result being higher customer satisfaction. The analysis shows that a genuine marketing culture represents a synthesis of certain marketing attitudes, knowledge and of selective practices. This finding is particularly significant in the sense that it manifests that marketing culture consists of a certain sets of beliefs and knowledge (which form a specific attitude towards marketing) and implementation of a certain set of activities that actually materialize the attitude of marketing into practice (market orientation) leading to superior service performance of libraries.

Towards a Strategic Sales Channel Partnership: A Case Study from the IT Services Industry

Strategic partnerships have become a key to competitive advantage and success in a dynamic, global business environment. Partnering provides a strategic response to complex offerings that need multiple sources of technology and knowledge, allowing companies to offer a wider range of services and solutions to meet their customers’ needs. Companies that collaborate with strategic partners in sales channels may significantly grow their business and improve their prospects of winning major contracts. As a consequence, companies are increasingly transforming their go-to-market strategies and sales channel structures to align with the need to create added value to customers together with a business partner. The research objective of this case study is to review and assess the success of an established sales channel partnership in IT services industry and to find ways how to develop it towards a strategic collaboration. The research consists of two main parts. The first part reviews the literature, concluding with the identification of the critical success factors for partnering. The second part sets out for the case findings, focusing on how the success of the established sales channel partnership is perceived by key executives within the partner organizations, and further what actions are required to make the sales channel partnership and joint go-to-market more strategic.

Co-creating value with customers as a new approach of entering new market

Global trends associated with development of information technology, globalization, industrial and economic changes are influencing on company and customer domains and thus transforming company-customer relationship. The company centric paradigm with a strong product focus shifts to a customer oriented one with a strong emphasis on customer collaboration. As a result, the customer role changes from a passive observer to an active player. Moreover, global trends contribute to transformation of competitive environment making it tougher and simplifying an access to resources previously considered as unique. All that factors push the companies towards cooperation with customers in order to identify unarticulated needs and finding the best possible solution to existing customer problems. The Master’s Thesis is done for Outotec (Lappeenranta) which considers extension of dewatering business in Russian coal market. Research aims to identify key features of coal preparation and dewatering of fine coal and tailings in Russian preparation plants; analyze the state of Russian coal market and evaluate market potential for Outotec dewatering solutions. The study has a qualitative nature and implements an action research methodology that involves both creation of knowledge and introduction of changes into the system. The base for taking actions is formed by theoretical framework that targets on describing company - customer interaction and has selected co-creation as the most appropriate method of customer involvement. The integration of co-creation approach into an action research cycle allows not only fulfilling the research objectives but also facilitates organizational learning and intraorganizational collaboration, assists in establishing customer contacts and making the first steps into the market, bringing new joint projects to the company and opening real business opportunities.

Gearing Towards Omnichannel Grocery Retail Through Business Model Innovation

Technological innovations and the advent of digitalization have led retail business into one of its biggest transformations of all time. Consumer behaviour has changed rapidly and the customers are ever more powerful, demanding, tech-savvy and moving on various plat-forms. These attributes will continue to drive the development and robustly restructure the architecture of value creation in the retail business. The largest retail category, grocery yet awaits for a real disruption, but the signals for major change are already on the horizon. The first wave of online grocery retail was introduced in the mid 1990’s and it throve until millennium. Many overreactions, heavy investments and the burst IT-bubble almost stag-nated the whole industry for a long period of time. The second wave started with a venge-ance around 2010. Some research was carried out during the first wave from a single-viewpoint of online grocery retail, but without a comprehensive approach to online-offline business model integration. Now the accelerating growth of e-business has initiated an increased interest to examine the transformation from traditional business models towards e-business models and their integration on the companies’ traditional business models. This research strove to examine how can we recognize and analyze how digitalization and online channels are affecting the business models of grocery retail, by using business mod-el canvas as an analysis tool. Furthermore business model innovation and omnichannel retail were presented and suggested as potential solutions for these changes. 21 experts in online grocery industry were being interviewed. The thoughts of the informants were being qualitatively analysed by using an analysis tool called the business model canvas. The aim of this research was to portray a holistic view on the Omnichannel grocery retail business model, and the value chain, in which the case company Arina along with its partners are operating. The key conclusions exhibited that online grocery retail business model is not an alterna-tive model nor a substitute for the traditional grocery retail business model, though all of the business model elements are to some extent affected by it, but rather a complementary business model that should be integrated into the prevailing, conventional grocery retail business model. A set of business model elements, such as value proposition and distribu-tion channels were recognized as the most important ones and sources of innovation within these components were being illustrated. Segments for online grocery retail were empiri-cally established as polarized niche markets in contrast of the segmented mass-market of the conventional grocery retail. Business model innovation was proven to be a considera-ble method and a conceptual framework, by which to come across with new value proposi-tions that create competitive advantage for the company in the contemporary, changing business environment. Arina as a retailer can be considered as a industry model innovator, since it has initiated an entire industry in its market area, where other players have later on embarked on, and in which the contributors of the value chain, such as Posti depend on it to a great extent. Consumer behaviour clearly affects and appears everywhere in the digi-talized grocery trade and it drives customers to multiple platforms where retailers need to be present. Omnichannel retail business model was suggested to be the solution, in which the new technologies are being utilized, contemporary consumer behaviour is embedded in decision-making and all of the segments and their value propositions are being served seamlessly across the channels.

New ways to do business plans in multicultural organizations

Business plans are made when establishing new company or when organizations launch new product or services. In this Master Thesis was examined the elements are included in the business plan and emphasized. Business plan is a wide document and can also contain company specific information, the literature review was restricted into three areas which were investigated from the relating literature and articles. The selected areas were Market Segmentation and Targeting, Competitive Environment, and Market Positioning and Strategy. The different business plan models were investigated by interviewing companies who operates in a different industry sectors from each other’s. The models were compared to each other and to the findings from literature. Based on interview results and literature findings, the business plan for fibre based packaging. The created business plan contains three selected areas. It was found that the selected business plan elements can be found from the interviewed companies’ business plans. The market segmentation was done by comparing the market share to known total market size. When analyzing the competitive environment, there was no one selected model in use. The tools to evaluate competitive environment was selected parts from both SWOT analysis and Porter’s five forces model in applicable part. Based on interview results, it can be state that the company or organization should find and built its own model for business plans. In order to receive the benefits for future planning, the company should use the same model for long time.

Managing Finnish-Russian Business Relationships and Networks During Conflicts

This thesis examines management of business relationships during conflicts. The context of this study is the international political conflict which started in 2013 and is still affecting international trade relations in 2016. More specifically, this study researches the effects of the conflict in Finnish-Russian trade. The research aim is to identify the implications of a political conflict in the Finnish-Russian business relationships and networks. Furthermore, the study will explore how does a company adapt or overcome the challenges and barriers posed by the international business environment. This research combines relevant theories in management of business relationships and networks in order to review the research data through a critical research frame. The theoretical frameworks are different structures of business relationship development processes, various stages of interaction, and characteristics and functions of business relationships. Moreover, this study will examine the effect of interdependency, commitment and trust in trade relations. Also, what are the important exchange processes and how do these processes affect business relationship and overall performance of joint business operations. Qualitative single case study method was used in this research. Case company was a Finnish multinational company. To understand the changes, the data was collected and analysed through process research approach by pattern-matching and drawing temporal bracketing over two different periods of time, first period in years 2011-2013 and second period in years 2014-2016. Empirical data was collected through a semi-structured interview and additional data was collected from internal and external secondary data sources. The findings of the study confirmed the relationship between trade and conflict. However, the effects are not significant for a company in grocery retail industry which has had earlier experience in Russia and has managed its business relationships and operations effectively. Macroeconomic factors affect companies operating in foreign dynamic markets and in order to sustain changes and to adapt, companies should invest in their business relationships. Trust-based relationships and a higher level of commitment allow companies to have more efficient and beneficial outcomes before and during uncertainty. Furthermore, well-maintained and coordinated business relationships provide the ability to adapt and overcome challenges during uncertainty. Such relationships have information, financial and social exchange processes which allow the partnering firms to have successful business relationship management in dynamic market environments.

Bright’s Wines Limited fonds, 1983-1989

One of the oldest wineries in Ontario, Bright’s Wines is now a part of Vincor International Inc. and still producing wines today. In the year 1874 Thomas G. Bright and Francis A. Shirriff came together in a partnership and formed a wine company in Toronto, Ontario. As the company began to prosper the gentlemen decided to move the location to Niagara, Ontario. Sixteen years later the Niagara Falls Wine Company opened on Dorchester Road. In 1911, Bright bought out all of Shirriff’s shares in the company and the name became the T. G. Bright and Co. Limited. A few years later in 1933 Harry C. Hatch bought the wine company from the Bright family and began changing how Bright’s operated through greater, more diverse wine production, as well as research and development. Bright’s leadership in wine research and development in Canada helped bring Canadian wines to their position of respect around the world. In 1934 Bright’s began a viticultural and vinicultural program, changing the way the Canadian wine industry worked. They put more money into research and development than any other winery in all of Canada. Soon, gold medals and “best of class” international designations were being awarded to Bright’s wines. As a result of their success, the founders soon discovered that they needed additional money to develop their business. So they borrowed money from a local bank and other lenders, or creditors, and used the funds to expand the business. Subsequent acquisition of other companies and consolidations in the wine industry led to the creation of Vincor International in 1993. Today, Vincor has established itself as a major participant in the North American super-premium wine market. By acquiring other companies, Vincor has fuelled growth in its sales from $114 million in 1995 to $654 million in 2005. The company’s success attracted the attention of its competitors. On September 27, 2005, Constellation Brands, Inc. announced its intention to buy Vincor and subsequently acquired the company in June 2006.

The European organic food market - how to increase its transparency?

Der Europäische Markt für ökologische Lebensmittel ist seit den 1990er Jahren stark gewachsen. Begünstigt wurde dies durch die Einführung der EU-Richtlinie 2092/91 zur Zertifizierung ökologischer Produkte und durch die Zahlung von Subventionen an umstellungswillige Landwirte. Diese Maßnahmen führten am Ende der 1990er Jahre für einige ökologische Produkte zu einem Überangebot auf europäischer Ebene. Die Verbrauchernachfrage stieg nicht in gleichem Maße wie das Angebot, und die Notwendigkeit für eine Verbesserung des Marktgleichgewichts wurde offensichtlich. Dieser Bedarf wurde im Jahr 2004 von der Europäischen Kommission im ersten „Europäischen Aktionsplan für ökologisch erzeugte Lebensmittel und den ökologischen Landbau“ formuliert. Als Voraussetzung für ein gleichmäßigeres Marktwachstum wird in diesem Aktionsplan die Schaffung eines transparenteren Marktes durch die Erhebung statistischer Daten über Produktion und Verbrauch ökologischer Produkte gefordert. Die Umsetzung dieses Aktionsplans ist jedoch bislang nicht befriedigend, da es auf EU-Ebene noch immer keine einheitliche Datenerfassung für den Öko-Sektor gibt. Ziel dieser Studie ist es, angemessene Methoden für die Erhebung, Verarbeitung und Analyse von Öko-Marktdaten zu finden. Geeignete Datenquellen werden identifiziert und es wird untersucht, wie die erhobenen Daten auf Plausibilität untersucht werden können. Hierzu wird ein umfangreicher Datensatz zum Öko-Markt analysiert, der im Rahmen des EU-Forschungsprojektes „Organic Marketing Initiatives and Rural Development” (OMIaRD) erhoben wurde und alle EU-15-Länder sowie Tschechien, Slowenien, Norwegen und die Schweiz abdeckt. Daten für folgende Öko-Produktgruppen werden untersucht: Getreide, Kartoffeln, Gemüse, Obst, Milch, Rindfleisch, Schaf- und Ziegenfleisch, Schweinefleisch, Geflügelfleisch und Eier. Ein zentraler Ansatz dieser Studie ist das Aufstellen von Öko-Versorgungsbilanzen, die einen zusammenfassenden Überblick von Angebot und Nachfrage der jeweiligen Produktgruppen liefern. Folgende Schlüsselvariablen werden untersucht: Öko-Produktion, Öko-Verkäufe, Öko-Verbrauch, Öko-Außenhandel, Öko-Erzeugerpreise und Öko-Verbraucherpreise. Zudem werden die Öko-Marktdaten in Relation zu den entsprechenden Zahlen für den Gesamtmarkt (öko plus konventionell) gesetzt, um die Bedeutung des Öko-Sektors auf Produkt- und Länderebene beurteilen zu können. Für die Datenerhebung werden Primär- und Sekundärforschung eingesetzt. Als Sekundärquellen werden Publikationen von Marktforschungsinstituten, Öko-Erzeugerverbänden und wissenschaftlichen Instituten ausgewertet. Empirische Daten zum Öko-Markt werden im Rahmen von umfangreichen Interviews mit Marktexperten in allen beteiligten Ländern erhoben. Die Daten werden mit Korrelations- und Regressionsanalysen untersucht, und es werden Hypothesen über vermutete Zusammenhänge zwischen Schlüsselvariablen des Öko-Marktes getestet. Die Datenbasis dieser Studie bezieht sich auf ein einzelnes Jahr und stellt damit einen Schnappschuss der Öko-Marktsituation der EU dar. Um die Marktakteure in die Lage zu versetzen, zukünftige Markttrends voraussagen zu können, wird der Aufbau eines EU-weiten Öko-Marktdaten-Erfassungssystems gefordert. Hierzu wird eine harmonisierte Datenerfassung in allen EU-Ländern gemäß einheitlicher Standards benötigt. Die Zusammenstellung der Marktdaten für den Öko-Sektor sollte kompatibel sein mit den Methoden und Variablen der bereits existierenden Eurostat-Datenbank für den gesamten Agrarmarkt (öko plus konventionell). Eine jährlich aktualisierte Öko-Markt-Datenbank würde die Transparenz des Öko-Marktes erhöhen und die zukünftige Entwicklung des Öko-Sektors erleichtern. ---------------------------

Plan de negocio para la comercialización de un producto innovador de cuidado personal en el mercado colombiano

Las relaciones comerciales entre países del mundo han venido aumentando recientemente, mejorando a través de tratados y acuerdos, entre estos países. China ha sido una potencia económica fuerte en sus relaciones comerciales y de negocios establecidos con países del mundo. En lo que a Colombia se refiere, se han venido planteando posibles negociaciones para el logro de acuerdos en un futuro cercano que permitan un intercambio libre de productos y servicios. Aprovechando las relaciones entre estos países surge la idea de un negocio para la importación de un producto chino novedoso orientado al sector de belleza en Colombia. Este producto es un aparato electrotérmico inalámbrico, el cual aun no existe en el mercado colombiano, razón por la cual podría tener una muy buena aceptación por parte de la mujer colombiana, pues es un producto que le permitirá ahorrar tiempo y eliminar la dependencia al uso de una toma corriente para utilizar este aparato electrotérmico. Para evaluar la factibilidad de negocio, se realizo un estudio de mercado del cual se obtuvieron buenos resultados, pues un porcentaje alto aceptaron que comprarían este producto al precio que esta dentro del rango del precio de venta en Colombia. Se estudiaron también las inversiones necesarias para iniciar el negocio y los costos de funcionamiento de este. Se realizo una proyección a cinco años del funcionamiento del negocio, y los resultados de este fueron que la empresa siempre tendrá liquidez para solventarse en el transcurso de estos cinco años. Para realizar la inversión inicial del negocio se requiere capital de los socios y obtención de un crédito por parte de estos. Un crédito que será pagado en su totalidad en el tercer año. Se realizo el cálculo del costo de venta del producto para determinar su precio final el cual, no resultó mayor al promedio de los aparatos electrotérmicos actuales del mercado con el valor agregado que el producto que se pretende importar es inalámbrico. Lo anterior es una ventaja del producto del mercado, junto con la garantía y calidad que se pretende tener en este producto. Dado que el negocio el viable, según lo descrito anteriormente, se investigaron los papeles y costos necesarios en cámara y comercio para la constitución de una empresa.

Copoasú y su plan de negocio

Copoasú será una empresa innovadora en donde se ofrecerán postres típicos colombinos con preparación tradicional y tipo gourmet, combinados con una gran variedad de bebidas típicas y tradicionales que transportarán a las personas a su lugar de origen. El punto de venta de Copoasú estará dividido con decoración que concuerde con las regionales naturales de Colombia, atendido con servicio de excelente calidad para que el cliente se sienta como en casa. Los postres serán elaborados en el mismo punto de venta por practicidad y frescura del producto por lo que el punto de venta va a tener la dotación y personal adecuado para este tipo de preparación, además de unos excelentes insumos que nos permita mantener la misma calidad en el producto. De igual manera se realizarán controles frecuentes con el fin de comprobar que no se está perdiendo la receta original, siempre buscando el mejoramiento continuo de todos y cada uno de los productos ofrecidos por Copoasú. Para la escogencia de la localización del punto de venta, como del mercado, del mercado se realizó una segmentación geográfica, escogiendo la localidad de Chapinero por tener zonas representativas para el mercado de la empresa como lo son la zona T y G .El mercado objetivo son de 345.325 personas de estrato 4,5 y 6 de edades entre 24 y 38 años con ingresos mensuales promedio entre 800.000 y 1’700.000. Se analizaron los principales competidores de Copoasu firmas como Miryam Camhi, quien lleva más de veinte y cinco años en el mercado; H&B con apenas un año de funcionamiento; Rausch, que tiene muy poco tiempo de ingresó al mercado y finalmente Jaques, quien lleva diez años de funcionamiento. Bajo los supuestos conservadores establecidos para el modelo financiero Copoasú, demostró ser viable según el análisis del balance proyectado. El punto IV de equilibrio se alcanza al finalizar el segundo año de operación.

Aplicación y desarrollo modelo de internacionalización : Intergráficas S.A.

Para el desarrollo del presente trabajo de grado, contamos con la valiosa colaboración del profesor Andrés Castro y la empresa Intergráficas S.A. La metodología utilizada consiste en aplicar un modelo desarrollado por el profesor Andrés Castro y en el cual, mediante unas encuestas se analiza la posibilidad que tiene la empresa para hacer un proceso de internacionalización. Dicho proceso para la empresa Intergráficas S.A. se estable a partir de información interna de la empresa, estudio del mercado, estrategias, financiamiento, tecnología, recurso humano, plan estratégico, conclusiones y recomendaciones. La intención es proponer un proceso de internacionalización para que la empresa de manera metódica incremente sus ingresos a través de nuevos mercados con énfasis en incrementar sus exportaciones y también de un mejoramiento interno de la organización mediante una propuesta o proyecto con unas fechas determinadas, para que sus resultados sean tangibles con talento humano encargado, presupuesto establecido y unas estrategias marcadas. De esta manera la empresa lograra una mayor competitividad en el mercado en el cual trabaja, tendrá la posibilidad de obtener certificaciones internacionales y contribuir al progreso de la nación y de la propiedad privada

Plan de empresa "Dorcé"

Dorcé es una idea de negocio que responde de manera directa a la necesidad de vestir de las mujeres a través de su innovador sistema operativo “Diseño y confección a tu manera” el cual tiene como objetivo revolucionar la tradicional forma de adquirir prendas de vestir femeninas en la ciudad de Villavicencio. Desde su creación y ejecución, se ha observado una gran aceptación de dicho sistema operativo por parte de los clientes antiguos generando muy buenos resultados económicos partiendo de sus actividades principales, el diseño, la confección y venta de prendas de vestir femeninas. Es por esto que el desarrollo de este trabajo de grado va dirigido a organizar de una manera más administrativa los diferentes procesos que se llevan a cabo dentro de la organización a fin de conseguir incrementar la producción y llegar así a un grupo más amplio de clientes con base en sus necesidades y a las actuales tendencias de la moda. Esta labor tiene como fin, responder y satisfacer a la mujer villavicense en términos de moda, servicio y confección, agregándole un valor adicional en cuanto a menores tiempos de entrega, altos estándares de calidad y exclusividad. Todo lo anterior, en un solo lugar. El sistema operativo (factor diferenciador) de esta idea de negocio consiste en ofrecer a los clientes, diferentes modelos de las partes (cuello, manga, contorno, falda y panty) que componen las prendas que fabrica Dorcé (Blusa, vestido y traje de baño). Con el fin de que el cliente pueda armar la prenda a su gusto teniendo el plus de ir “a la medida”. Dicha prenda de carácter exclusivo, es confeccionada y entregada al cabo de un máximo de 3 días dependiendo de la complejidad que tenga para ser elaborada, garantizándole al cliente no solo la originalidad del diseño de su prenda sino también fabricarla en menor tiempo que la competencia. Es un producto y un servicio innovador que va dirigido a mujeres de quince a setenta años de edad de la ciudad de Villavicencio, mujeres de media y alta sociedad que se caracterizan por su gusto por la moda y la calidad. Una vez se satisfacen las necesidades de nuestros clientes se da lugar a nuevas ventas dentro del grupo social de cada una de ellas, una vez nos refieran de manera positiva con sus amigas y conocidas. Este tipo de publicidad (voz a voz) es la que ha llevado a Dorcé a crecer a través de los años sin perder la exclusividad de su mercado; sin embargo, en la actualidad, la idea de negocio carece de estructura empresarial adecuada, de estrategias que garanticen su crecimiento y sostenibilidad, también carece de recursos financieros inmediatos que faciliten la ampliación y adecuación de la planta de producción y del almacén. Es por ello que las actuales empresarias de esta idea de negocio tienen como objetivo, mediante la elaboración de este plan de empresa, desarrollar, organizar y mejorar las estrategias, acciones, objetivos, alianzas, cambios, inversiones, que se tienen y necesitan para el mejoramiento interno y externo de la compañía. Para el desarrollo de dicho plan, Dorcé cuenta con Doris Blanco, una diseñadora de modas de 25 años de experiencia en el sector textil y confección en la ciudad de Villavicencio, quien está a cargo del área de producción de la empresa, dos estudiantes de Administración de Negocios Internacionales, Fernanda Montes y Juliana Villamizar, quienes están a cargo de la parte administrativa, comercial y estratégica de la empresa. De igual forma cuenta con el conocimiento del mercado textil y de confección, así mismo amplias relaciones que se han venido fortaleciendo a través del tiempo con los diferentes proveedores de materia prima en la ciudad, maquinaria y materia prima inicial, cerca de sesenta mujeres que se han vinculado a la empresa como clientes fieles a la idea de negocio promocionándolo de manera positiva día a día, así como también el interés, empuje y compromiso por parte de las involucradas en desarrollar, ejecutar y sostener esta idea de negocio como proyecto de vida.