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Cambio del modelo de negocio, implicaciones locales y regionales en el municipio de Entrerríos: estudio de caso de la empresa Velas y Velones San Jorge
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Abstract(s)
El mercado de las velas y los velones es un mercado maduro y en declive, situación ocasionada porque su principal consumo es con fines de iluminación y ante el desarrollo tecnológico aparecen diversos sustitutos que hacen que utilizar una vela no sea la mejor alternativa.
Pero miles de empresas a nivel nacional dependen de este producto para subsistir, de lo contrario desaparecerían, dejando miles de desempleados y una fuerte crisis local en los lugares donde se cuenta con grandes empresas como lo es el caso de Velas y Velones San Jorge.
Es por ello que se debe entonces buscar una alternativa para lograr crecimiento en ventas, el presente proyecto de fin de master, plantea como alternativa para el desarrollo local la diversificación del portafolio para lograr un crecimiento en ventas en mercados maduros y en declive.
Durante el proyecto se abordará entonces la situación actual de la empresa Velas y Velones San Jorge, analizando la misma desde el punto de vista de diversos autores, conociéndola en profundidad tanto en sus procesos como en sus productos, para de esta forma determinar cuál es el complemento ideal para su portafolio.
Posteriormente se estudiarán las diferentes alternativas existentes para el crecimiento de la empresa, se analizarán diversos estudios científicos y se planteará la hipótesis de la diversificación, demostrando porqué es la misma la más importante para la situación actual de la empresa y la región. Se continuará con un estudio detallado de la región en que se desarrolla el proyecto en especial del municipio de Entrerríos, lugar en donde se encuentra la sede de operaciones de la empresa, se estudiará del mismo además de situación económica y social su régimen tributario donde se determinará si el mismo es compatible con la hipótesis planteada en la tesis o se deben sugerir alternativas de mejora.
Finalmente se planteará el nuevo modelo de negocio que debe realizar la empresa y se llevarán a cabo algunas recomendaciones finales para que el proceso sea exitoso y práctico.
The market candle is a mature market and a declining market, this situation it is caused because the main consumption it is lighting purposes. Technological developments appear various substitutes that make use a candle is not the best alternative. Thousands of companies in the country it depend of this product to survive, on the contrary company closed, leaving thousands of unemployed and a strong local crisis in places where there are important companies as is the case of Velas y Velas San Jorge. It is therefore you should then look for an alternative to achieve sales growth, this draft to master, proposed as an alternative for local development the portfolio diversification to achieve sales growth in mature markets and declining markets. During the project will be studied the current situation of the company Velas y Velones San Jorge, analyzing from the point of view of various authors, studying in depth its processes and products, to determine: what is the ideal complement to the portfolio?. Subsequently will be studied the different alternatives for growth of the company and alternative scientific studies will be analyzed and the hypothesis of diversification pose, showing why it is the most important for the current situation of the company and the region. It will continue with a detailed study of the region in which the project is developed especially in the municipality of Entrerríos, Place where the headquarters operations of the company, It will be studied in the same well as economic and social its tax regime which will determine if it is compatible with the hypothesis presented in the thesis or should suggest alternatives to improve situation. Finally the new business model that the company should perform and carry out some final to make the process successful and practical recommendations arises
The market candle is a mature market and a declining market, this situation it is caused because the main consumption it is lighting purposes. Technological developments appear various substitutes that make use a candle is not the best alternative. Thousands of companies in the country it depend of this product to survive, on the contrary company closed, leaving thousands of unemployed and a strong local crisis in places where there are important companies as is the case of Velas y Velas San Jorge. It is therefore you should then look for an alternative to achieve sales growth, this draft to master, proposed as an alternative for local development the portfolio diversification to achieve sales growth in mature markets and declining markets. During the project will be studied the current situation of the company Velas y Velones San Jorge, analyzing from the point of view of various authors, studying in depth its processes and products, to determine: what is the ideal complement to the portfolio?. Subsequently will be studied the different alternatives for growth of the company and alternative scientific studies will be analyzed and the hypothesis of diversification pose, showing why it is the most important for the current situation of the company and the region. It will continue with a detailed study of the region in which the project is developed especially in the municipality of Entrerríos, Place where the headquarters operations of the company, It will be studied in the same well as economic and social its tax regime which will determine if it is compatible with the hypothesis presented in the thesis or should suggest alternatives to improve situation. Finally the new business model that the company should perform and carry out some final to make the process successful and practical recommendations arises
Description
Keywords
Mercado Maduro Mercado en Declive Crecimiento en Ventas Desarrollo Local Velas y Velones Entrerríos Mature Market Declining Market Increase in Sales Local Development Candle Entrerríos city.