"Vinci Cosmetics" Fabricación y comercialización de productos cosméticos

Contexto: La idea principal es la creación de una empresa para la fabricación y comercialización de productos cosméticos de alta gama. A pesar del contexto de crisis económica en el que estamos envueltos estos últimos años y del que no parece que acabamos de salir, el sector de la cosmética está resistiendo la situación de forma envidiable. De la crisis, como dicen los economistas, “se saldrá y se volverá, todo es cíclico” y viendo la fortaleza que éste sector está mostrando unido a la necesidad de que nuestra economía abandone sectores muy deteriorados y sin una previsión positiva de futuro, la cosmética se postula con un futuro prometedor dentro del contexto económico español y europeo. “Vinci Cosmetics” es el nombre inicialmente pensado para que la nueva compañía inicie su andadura. Nombre con tintes latinos de la lejana época del imperio romano como homenaje a la rica herencia histórica de la ciudad del autor del proyecto - Tarragona. La cultura por cuidarse y sentirse bien, muy arraigada en la mentalidad latina y mediterránea, es un factor cultural clave para el desarrollo y futura evolución de esta industria. El slogan de la empresa, “Dieta Mediterránea para tu piel”, clarifica en buena medida la idea a desarrollar y los objetivos pretendidos por la estrategia empresarial. Objetivos: El objetivo esencial del TFC es elaborar un estudio detallado para la creación de una empresa de fabricación y comercialización de productos cosméticos de alta gama que abarque el management y la gestión por procesos de la empresa, la función de marketing, el tipo de operaciones y procesos a realizar, la gestión del factor humano y el presupuesto necesario para cubrir este ambicioso proyecto. En detalle, un completo plan de empresa que marque las directrices de la organización industrial que se pretende crear compuesto a su vez por cinco planes: plan de gerencia, plan de marketing, plan de operaciones, plan de recursos humanos y plan económico – financiero. Procedimientos: El proyecto tiene un alto componente de estudio de mercados y de marketing pero pretende también abarcar el management, los procesos de operación, el factor humano y el aspecto económico y financiero de las inversiones y presupuesto necesario. El estudio inicial centrará su esfuerzo en un análisis del mercado de la península ibérica, y, en función del avance y del progreso esperado por la empresa, la compañía podría extender su campo de acción a Europa aunque no antes de un medio plazo. “Vinci Cosmetics” ha adoptado referenciales de sistemas de gestión integrados en toda la organización. Así tenemos principalmente, por un lado, la norma internacional ISO 9001:2008 y, por otro, el Modelo EFQM de Excelencia en la gestión; ambos plasmados a partir de un enfoque basado en procesos que nos garantiza el control continuo y la gestión excelente. Conclusiones: Tras evaluar la situación actual del mercado de la cosmética, las previsiones futuras de éste y las necesidades que una organización industrial necesita, se puede crear - con plenas garantías de éxito como organización empresarial y desde el punto de vista económico - una empresa de cosméticos de alta gama para cubrir las necesidades de una parte de mercado que lo requiere.

"Vinci Cosmetics" Fabricación y comercialización de productos cosméticos

Contexto: La idea principal es la creación de una empresa para la fabricación y comercialización de productos cosméticos de alta gama. A pesar del contexto de crisis económica en el que estamos envueltos estos últimos años y del que no parece que acabamos de salir, el sector de la cosmética está resistiendo la situación de forma envidiable. De la crisis, como dicen los economistas, “se saldrá y se volverá, todo es cíclico” y viendo la fortaleza que éste sector está mostrando unido a la necesidad de que nuestra economía abandone sectores muy deteriorados y sin una previsión positiva de futuro, la cosmética se postula con un futuro prometedor dentro del contexto económico español y europeo. “Vinci Cosmetics” es el nombre inicialmente pensado para que la nueva compañía inicie su andadura. Nombre con tintes latinos de la lejana época del imperio romano como homenaje a la rica herencia histórica de la ciudad del autor del proyecto - Tarragona. La cultura por cuidarse y sentirse bien, muy arraigada en la mentalidad latina y mediterránea, es un factor cultural clave para el desarrollo y futura evolución de esta industria. El slogan de la empresa, “Dieta Mediterránea para tu piel”, clarifica en buena medida la idea a desarrollar y los objetivos pretendidos por la estrategia empresarial. Objetivos: El objetivo esencial del TFC es elaborar un estudio detallado para la creación de una empresa de fabricación y comercialización de productos cosméticos de alta gama que abarque el management y la gestión por procesos de la empresa, la función de marketing, el tipo de operaciones y procesos a realizar, la gestión del factor humano y el presupuesto necesario para cubrir este ambicioso proyecto. En detalle, un completo plan de empresa que marque las directrices de la organización industrial que se pretende crear compuesto a su vez por cinco planes: plan de gerencia, plan de marketing, plan de operaciones, plan de recursos humanos y plan económico – financiero. Procedimientos: El proyecto tiene un alto componente de estudio de mercados y de marketing pero pretende también abarcar el management, los procesos de operación, el factor humano y el aspecto económico y financiero de las inversiones y presupuesto necesario. El estudio inicial centrará su esfuerzo en un análisis del mercado de la península ibérica, y, en función del avance y del progreso esperado por la empresa, la compañía podría extender su campo de acción a Europa aunque no antes de un medio plazo. “Vinci Cosmetics” ha adoptado referenciales de sistemas de gestión integrados en toda la organización. Así tenemos principalmente, por un lado, la norma internacional ISO 9001:2008 y, por otro, el Modelo EFQM de Excelencia en la gestión; ambos plasmados a partir de un enfoque basado en procesos que nos garantiza el control continuo y la gestión excelente. Conclusiones: Tras evaluar la situación actual del mercado de la cosmética, las previsiones futuras de éste y las necesidades que una organización industrial necesita, se puede crear - con plenas garantías de éxito como organización empresarial y desde el punto de vista económico - una empresa de cosméticos de alta gama para cubrir las necesidades de una parte de mercado que lo requiere.

The consumption of beauty products on famale young adults in Portugal. Recommenrations for the brand Lancôme to improve its store trafic

This project aims to explore the Portuguese Beauty and Cosmetics market, and to discuss the usage and purchase behaviour of young female adults, between 18 and 26 years old. After a market analysis based on secondary data, it evaluates the results of qualitative and quantitative research based on 9 interviews and 126 online questionnaires to explore the consumers’ reasoning when choosing products from this category – fragrances, skin care or make-up – as well as their attitude towards brands, with a special focus on the premium cosmetics brand Lancôme. Contrary to our expectations there was no statistically significant positive influence of the online touchpoints within this age segment’s purchase intention. However, results indicate that Lancôme is already being perceived by some as young and modern, but is still suffering the threat of Mass Market brands that are valued by this target, mainly due to a price sensitivity towards premium beauty brands.

The interaction between the equity premium and the risk-free rate

The equity premium arises from the interaction between the atemporal risk premium for equity, the risk-free rate of intertemporal substitution and the impact of risk on the precautionary motive for saving. Depending on parameter values, the equity premium may either be increased or reduced by the presence of undiversifiable background risk. (C) 2000 Elsevier Science S.A. All rights reserved.

Public investment and the risk premium for equity

Analysis of the equity premium puzzle has focused on private-sector capital markets. However, the existence of an anomalous equity premium raises important issues in the evaluation of public-sector investment projects. These issues are explored below. We begin by formalizing the argument that an equity premium may arise from uninsurable systematic risk in labour income, and show that, other things being equal, increases in public ownership of equity will improve welfare, up to the point where the equity premium is eliminated. Finally, we consider policy implications and the optimal extent of public ownership.

Crashes, volatility, and the equity premium: Lessons from S&P 500 options

We use a novel pricing model to imply time series of diffusive volatility and jump intensity from S&P 500 index options. These two measures capture the ex ante risk assessed by investors. Using a simple general equilibrium model, we translate the implied measures of ex ante risk into an ex ante risk premium. The average premium that compensates the investor for the ex ante risks is 70% higher than the premium for realized volatility. The equity premium implied from option prices is shown to significantly predict subsequent stock market returns.

Brazilian equity risk premium analysis: A macroeconomic approach

Double Degree Masters in Economics Program from Insper and NOVA School of Business and Economics

How premium brands should do to upgrade and move to a luxury status

Premium brands’ upgrade process to luxury is a phenomenon still not well analysed. A literature review allowed assessment of what distinguishes premium and luxury brands. We infered five propositions then tested through a case study research. The research investigated three Portuguese brands that successfully moved from premium to luxury - Claus Porto, Josefinas and Vila Joya. We conclude that acquiring social status is the most essential and difficult feature to deal with, when migrating from premium to luxury as it depends on voluntary and involuntary factors.

Common and Idiosyncratic Factors of the Exchange Risk Premium in Emerging European Markets

Existing empirical evidence suggests that the Uncovered Interest Rate Parity (UIRP) condition may not hold due to an exchange risk premium. For a panel data set of eleven emerging European economies we decompose this exchange risk premium into an idiosyncratic (country-specific) elements and a common factor using a principal components approach. We present evidence of a stationary idiosyncratic component and nonstationary common factor. This result leads to the conclusion of a nonstationary risk premium for these countries and a violation of the UIRP in the long-run, which is in contrast to previous studies often documenting a stationary premium in developed countries. Furthermore, we report that the variation in the premium is largely attributable to a common factor influenced by economic developments in the United States.

Fear of model misspecifcation and the robustness premium

Robust decision making implies welfare costs or robustness premia when the approximating model is the true data generating process. To examine the importance of these premia at the aggregate level we employ a simple two-sector dynamic general equilibrium model with human capital and introduce an additional form of precautionary behavior. The latter arises from the robust decision maker s ability to reduce the effects of model misspecification through allocating time and existing human capital to this end. We find that the extent of the robustness premia critically depends on the productivity of time relative to that of human capital. When the relative efficiency of time is low, despite transitory welfare costs, there are gains from following robust policies in the long-run. In contrast, high relative productivity of time implies misallocation costs that remain even in the long-run. Finally, depending on the technology used to reduce model uncertainty, we fi nd that while increasing the fear of model misspecfi cation leads to a net increase in precautionary behavior, investment and output can fall.

Optimal taxation and the skill premium

The stylized facts suggest a negative relationship between tax progressivity and the skill premium from the early 1960s until the early 1990s, and a positive one thereafter. They also generally imply rising tax progressivity, except for the 1980s. In this paper, we ask whether optimal tax policy is consistent with these observations, taking into account the demographic and technological factors that have also affected the skill premium. To this end, we construct a dynamic general equilibrium model in which the skill premium and the progressivity of the tax system are endogenously determined, with the latter being optimally chosen by a benevolent government. We find that optimal policy delivers both a progressive tax system and model predictions which are generally consistent, except for the 1980s, with the stylized facts relating to the skill premium and progressivity. To capture the patterns in the data over the 1980s requires that we adopt a government policy which is biased towards the interests of skilled agents. Thus, in addition to demographic and technological factors, changes in the preferences of policy-makers appear to be a potentially important factor in determining the evolution of the observed skill premium.

Human capital, social mobility and the skill premium

This paper develops a dynamic general equilibrium model to highlight the role of human capital accumulation of agents differentiated by skill type in the joint determination of social mobility and the skill premium. We first show that our model captures the empirical co-movement of the skill premium, the relative supply of skilled to unskilled workers and aggregate output in the U.S. data from 1970-2000. We next show that endogenous social mobility and human capital accumulation are key channels through which the effects of capital tax cuts and increases in public spending on both pre- and post-college education are transmitted. In particular, social mobility creates additional incentives for the agents which enhance the beneficial effects of policy reforms. Moreover, the dynamics of human capital accumulation imply that, post reform, the skill premium is higher in the short- to medium-run than in the long-run.

The Forward Premium Puzzle and The Euro

This paper evaluates the forward premium puzzle using the Euro exchange rate. Unlike previous studies, our analysis utilizes time-varying parameter methods and is based on two approaches for evaluation of the puzzle; the traditional approach analyzing the sensitivity of interest rate differentials to the forward premium, and the other looking into deviations from the covered interest rate parity (CIRP) condition. Then we provide evidence that the forward premium puzzle indeed became more prominent around the time of the recent crisis periods such as the Lehman Shock and the Euro crisis. This is also shown to be consistent with a deterioration in the CIRP.

The Inflation Risk Premium on Government Debt in an Overlapping Generations Model

This paper presents a general equilibrium model in which nominal government debt pays an inflation risk premium. The model predicts that the inflation risk premium will be higher in economies which are exposed to unanticipated inflation through nominal asset holdings. In particular, the inflation risk premium is higher when government debt is primarily nominal, steady-state inflation is low, and when cash and nominal debt account for a large fraction of consumers' retirement portfolios. These channels do not appear to have been highlighted in previous models or tested empirically. Numerical results suggest that the inflation risk premium is comparable in magnitude to standard representative agent models. These findings have implications for management of government debt, since the inflation risk premium makes it more costly for governments to borrow using nominal rather than indexed debt. Simulations of an extended model with Epstein-Zin preferences suggest that increasing the share of indexed debt would enable governments to permanently lower taxes by an amount that is quantitatively non-trivial.