Plan de negocio para la creación de una importadora y distribuidora de productos de belleza en Heredia, Costa Rica
Fecha
2017-11
Autores
Chen Shir, Cheng Cheng Jennifer
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Editor
Universidad Nacional, Costa Rica
Resumen
La presente propuesta de negocios pretende crear una importadora y distribuidora de
productos de belleza en la provincia de Heredia, Costa Rica. Este negocio busca importar
productos de belleza de la línea exclusiva para el cabello dirigido a la población femenina,
debido que esta línea de productos es la más demandada en el sector de belleza de Costa Rica
y las mujeres son las que utilizan con mayor frecuencia productos capilares según entrevista
con María Selina agente de ventas de Salerm Cosmetics S.A. Adicionalmente, según datos
revelados en las encuestas a 66 estilistas del cantón central de Heredia (Anexo No. 3), todos
han coincidido en que la competencia actual es fuerte, les compran a diferentes suplidores
porque cada uno ofrecen productos con atributos especiales que los otros no poseen, por lo
tanto, estarían dispuestos a comprarle a un nuevo suplidor siempre y cuando pueda brindar
novedad, calidad y precio.
La idea del negocio nació desde una iniciativa de emprendimiento de la familia Chen
Shir, sin embargo, antes de lanzarse al mercado se recomienda investigar la factibilidad
económica de dicha propuesta para evaluar si vale la pena invertir en este negocio. Así, por
medio de una propuesta de plan de negocios se procura identificar la demanda vigente que
requiere de un producto diferenciado en el mercado; las virtudes y debilidades de la
competencia; los atributos de calidad que buscan los estilistas en los productos de uso
frecuente y las expectativas de calidad del servicio al cliente. Además, estudiar los recursos
de mercadeo, técnico-administrativos, financieros y legal requeridos para la constitución de
este negocio.
De esta forma, en esta investigación se realizará cuatro estudios principales: 1)
Estudio de Mercado: Sirve para evaluar la potencialidad del negocio, la oferta y demanda
para proponer las estrategias de comercialización y penetración del mercado. 2) Estudio
Técnico y Administrativo: permite determinar el recurso humano, la localización, inversión
en equipo necesarios para la puesta en marcha el negocio, en adición, se enlistará los
proveedores internacionales tentativos para la importación. 3) Estudio Legal: estudia los
requisitos jurídicos para la constitución de la empresa. 4) Estudio Financiero: el cálculo de
la inversión inicial y su tasa inicial de retorno
The present proposal of business plan pretends to create an Import and Distributor Company of beauty products at the province of Heredia, Costa Rica. This business seeks to import hair beauty products directed to the female population, because this is the product line with the highest demand in Costa Rican beauty market, and the women are the ones who use most frequently hair products according to the interview with María Selina-sell agent of Salem Cosmetics S.A. Furthermore, according to data revealed in the surveys to 66 stylists from the Central Town of Heredia (attachment No. 3), all have agreed that the current competition is strong, they buy products from different suppliers because each one offers products with special attributes that the others do not count, therefore, they would be willing to purchase to a new supplier as long as it can provide novelty, quality and price. The idea of this business has born from the entrepreneurship initiative of the family Chen Shir, however, before starting on the market is recommended investigate the economic feasibility of this proposal to evaluate if it is worth investing in this business. Thus, through a proposal of business plan it procure to identify the current demand that requires a differentiated product in the market; the virtues and weaknesses of the competition; the quality attributes of the frequent use products on which the stylists are looking for, and the quality expectations of customer service. Likewise, verify the marketing, technicaladministrative, financial and legal resources required for the constitution of this business. In this way, this research has found four main studies: 1) Market Study: It serves to assess the potentiality of the business, the supply and demand in order to propose marketing strategies and market penetration strategies. 2) Technical and Administrative Study: it allows to determine the human resource, the location and equipment investments to start up the business, besides, make a list of the tentative international beauty products suppliers. 3) Legal Study: investigate the legal requirements for the constitution of the company. 4) Financial Study: calculate the initial budget for this business and its initial rate of return.
The present proposal of business plan pretends to create an Import and Distributor Company of beauty products at the province of Heredia, Costa Rica. This business seeks to import hair beauty products directed to the female population, because this is the product line with the highest demand in Costa Rican beauty market, and the women are the ones who use most frequently hair products according to the interview with María Selina-sell agent of Salem Cosmetics S.A. Furthermore, according to data revealed in the surveys to 66 stylists from the Central Town of Heredia (attachment No. 3), all have agreed that the current competition is strong, they buy products from different suppliers because each one offers products with special attributes that the others do not count, therefore, they would be willing to purchase to a new supplier as long as it can provide novelty, quality and price. The idea of this business has born from the entrepreneurship initiative of the family Chen Shir, however, before starting on the market is recommended investigate the economic feasibility of this proposal to evaluate if it is worth investing in this business. Thus, through a proposal of business plan it procure to identify the current demand that requires a differentiated product in the market; the virtues and weaknesses of the competition; the quality attributes of the frequent use products on which the stylists are looking for, and the quality expectations of customer service. Likewise, verify the marketing, technicaladministrative, financial and legal resources required for the constitution of this business. In this way, this research has found four main studies: 1) Market Study: It serves to assess the potentiality of the business, the supply and demand in order to propose marketing strategies and market penetration strategies. 2) Technical and Administrative Study: it allows to determine the human resource, the location and equipment investments to start up the business, besides, make a list of the tentative international beauty products suppliers. 3) Legal Study: investigate the legal requirements for the constitution of the company. 4) Financial Study: calculate the initial budget for this business and its initial rate of return.
Descripción
Palabras clave
COSTA RICA, PRODUCTOS, IMPORTACIONES, PRODUCTS, IMPORTS, BELLEZA PERSONAL, PERSONAL BEAUTY, MUJERES, WOMEN