Business consulting – Empresa agrícola Alsur Cusco S.A.C. Estudio de factibilidad de la introducción en el mercado peruano de conservas y congelado a base de alcachofas con la marca Alsur
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Fecha
2021-11-25
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Pontificia Universidad Católica del Perú
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El presente estudio tiene como objetivo realizar un análisis a la empresa AGRÍCOLA
Alsur Cusco S.A.C., empresa dedicada al cultivo, transformación y exportación de alcachofas
congelados y en conserva. Como problema principal se identificó la disminución de las
ventas, la cual se debe a la dependencia de la empresa con el mercado internacional,
problema que se acrecentó por el aislamiento social por el COVID-19. En ese sentido, se ha
propuesto la introducción de los productos de la empresa Agrícola Alsur Cusco S.A.C. en el
mercado peruano, la realización de esta alternativa está compuesta por cinco etapas, los
cuales son: estudio de mercado, definición de objetivos generales, identificación de canales
de distribución, propuesta de un plan de marketing, evaluación económica y financiera. Por
otro lado, se ha realizado un análisis externo e interno de sus procesos logísticos, financieros
y comerciales con el objetivo de encontrar oportunidades de mejora y eficiencia en todos sus
procesos. Posteriormente, se elaboró el plan de implementación de la propuesta, con costos y
el tiempo, finalmente se evalúa la propuesta para ver los resultados esperados, a través de
proyecciones del flujo de caja de la empresa, que se basan en datos obtenidos en la encuesta y
datos de estados financieros anteriores de la empresa, encontrando en un escenario pesimista
con COVID-19 e implementación de la propuesta, que en el primer año, luego de una
inversión de S/211´500 para la propuesta se tuvo un incremento en los ingresos de 9.49%.
Por otro lado, el valor del VAN (S/1´109´038), indica que la propuesta es viable, la tasa
interna de retorno es de 17.79% y el periodo de recuperación del capital es de 4 años, 6 meses
y 27 días.
The main objective of this thesis research is to analyze the company AGRÍCOLA Alsur Cusco S.A.C., a company dedicated to the cultivation, processing and export of frozen and canned artichokes, in order to identify the main problem that prevents it from achieving its objectives. The main problem was identified as the decrease in sales, which is due to the company's dependence on the international market, a problem that was exacerbated by the social isolation caused by COVID-19. In this sense, it has been proposed the introduction of the products of the company Agrícola Alsur Cusco S.A.C. in the Peruvian market, the realization of this alternative, is composed of five stages, which are: market research, definition of general objectives, identification of distribution channels, proposal of a marketing plan, economic and financial evaluation. On the other hand, an external and internal analysis of its logistic, financial and commercial processes has been carried out in order to find opportunities for improvement and efficiencies in all its processes. Subsequently, the implementation plan of the proposal was prepared, with costs and time, finally the proposal is evaluated to see the expected results, the evaluation is done through cash flow projections of the company, which are based on data obtained in the survey and data from previous financial statements of the company, finding in a pessimistic scenario with COVID-19 and implementation of the proposal, that in the first year, after an investment of S/211'500 for the proposal there was an increase in revenue of 9.49%. On the other hand, the NPV value (S/1'109'038) indicates that the proposal is viable, the internal rate of return is 17.79% and the capital recovery period is 4 years, 6 months and 27 days.
The main objective of this thesis research is to analyze the company AGRÍCOLA Alsur Cusco S.A.C., a company dedicated to the cultivation, processing and export of frozen and canned artichokes, in order to identify the main problem that prevents it from achieving its objectives. The main problem was identified as the decrease in sales, which is due to the company's dependence on the international market, a problem that was exacerbated by the social isolation caused by COVID-19. In this sense, it has been proposed the introduction of the products of the company Agrícola Alsur Cusco S.A.C. in the Peruvian market, the realization of this alternative, is composed of five stages, which are: market research, definition of general objectives, identification of distribution channels, proposal of a marketing plan, economic and financial evaluation. On the other hand, an external and internal analysis of its logistic, financial and commercial processes has been carried out in order to find opportunities for improvement and efficiencies in all its processes. Subsequently, the implementation plan of the proposal was prepared, with costs and time, finally the proposal is evaluated to see the expected results, the evaluation is done through cash flow projections of the company, which are based on data obtained in the survey and data from previous financial statements of the company, finding in a pessimistic scenario with COVID-19 and implementation of the proposal, that in the first year, after an investment of S/211'500 for the proposal there was an increase in revenue of 9.49%. On the other hand, the NPV value (S/1'109'038) indicates that the proposal is viable, the internal rate of return is 17.79% and the capital recovery period is 4 years, 6 months and 27 days.
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Consultores de empresas, Alcachofas--Industria y comercio--Perú, COVID-19 (Enfermedad)
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