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Ruiz, R., (2021). “Green Circle”: Fabricación y Comercialización de muebles a base de Plastimadera [Universidad Marcelino Champagnat]. https://hdl.handle.net/20.500.14231/3341
Ruiz, R., “Green Circle”: Fabricación y Comercialización de muebles a base de Plastimadera []. PE: Universidad Marcelino Champagnat; 2021. https://hdl.handle.net/20.500.14231/3341
@misc{renati/236506,
title = "“Green Circle”: Fabricación y Comercialización de muebles a base de Plastimadera",
author = "Ruiz Quispe, Rosa Mercedes",
publisher = "Universidad Marcelino Champagnat",
year = "2021"
}
Title: “Green Circle”: Fabricación y Comercialización de muebles a base de Plastimadera
Authors(s): Ruiz Quispe, Rosa Mercedes
Advisor(s): Rivera Vásquez, Gustavo
Keywords: Mueble; Tratamiento de desechos; Pequeña empresa
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 2021
Institution: Universidad Marcelino Champagnat
Abstract: Con el pasar de los años, la importancia de consumir productos cada vez menos contaminantes
con el ambiente ha tomado mayor protagonismo dentro del estilo de consumo del cliente final,
este cada vez más considera a todo tipo de producto orgánico y ecológico como una opción de
compra.
El Perú, quien es partícipe del Protocolo de Kioto, ha desarrollado acciones gubernamentales
y sociales en beneficio del ambiente, debido a ello proyectos como Green Circle son de gran
importancia.
El plástico, polímero que demora cientos de años en degradarse y que gran parte de los
desechos del mismo terminan en el mar y/o rellenos sanitarios, pero aquellos desechos pueden
transformarse nuevamente en materia prima para crear productos eco amigables como ropa,
calzado e inclusive muebles.
Crear muebles a base de plástico reciclado es una propuesta que Green Circle introducirá al
mercado con el propósito de cerrar el círculo del plástico. Los muebles que en su mayoría
cuentan con un alto promedio de vida útil son un producto preciso para demostrar que con la
Plastimadera (sustituto de la madera natural) es posible crear muebles estéticamente atractivos,
resistentes, ecológicos y a precio competitivo.
Se identificó una oportunidad dentro del mercado de muebles al no existir en el país muebles
a base a este material. Para ello se definieron los siguientes objetivos de investigación:
- Analizar el macro entorno del sector muebles.
- Identificar las ventajas y desventajas del sector.
- Identificar las preferencias de los consumidores
- Definir una propuesta de valor. XI
- Determinar la demanda potencial de los residentes de Lima Top con estilos de vida tales
como Sofisticado, Moderno y Progresista.
- Proponer y establecer un plan dentro de las área de Marketing, Operaciones, RRHH y
Finanzas.
- Analizar y determinar la viabilidad del proyecto según indicadores financieros.
A fin de iniciar con el análisis del macro entorno de los muebles, se investigó antecedentes
recientes de propuestas similares en el extranjero, a su vez nacionales, además de investigar el
comportamiento del consumidor respecto al plástico, la importancia del reciclaje y los
beneficios que cuentan proyectos verdes como Green Circle para acceder a solicitudes de
crédito e inversión.
Posterior a ello se realizó una investigación de mercado tanto cualitativa como cuantitativa,
siendo la primera por medio de un “Focus Group” con una participación de 7 ciudadanos
redientes de Lima Top, entre las edades de 18 y 55 años con estilos de vida característicos de
su respectivo NSE; en cuanto a la investigación cuantitativa fue realizada a través de encuestas
por medio de la herramienta de Google Forms, permitiendo contar con información relevante
del consumidor, para ser empleados en la definición de la propuesta de valor como en los
distintos planes como Marketing y Operaciones.
Para desarrollar el proyecto de “Green Circle”, se debió de elaborar un Lienzo Canvas, realizar
distintas herramientas de análisis de entornos internos y externos como SWOT y Pestal.
Para evaluar la viabilidad del proyecto, gracias a la data recolectada e información obtenida, se
elabora un Flujo de Caja Libre, brindando como resultado que se ha de requerir alrededor de
S/ 94,107.80 para poder poner en marcha el proyecto, siendo este recuperado en 4.23 años,
cubriendo el 7% del mercado disponible obteniendo:
VAN: S/ 1’386,915.97
TIR: 43.42%1
Over the years, the importance of consuming less polluting products with the environment has taken a greater role within the consumer's style of consumption, This increasingly considers all types of organic and ecological product as an option of buys. Peru, which is a participant in the Kyoto Protocol, has developed government actions and social benefits for the environment, due to this, projects such as Green Circle are of great importance. Plastic, a polymer that takes hundreds of years to degrade and that a large part of the waste from it ends up in the sea and / or landfills, but those wastes can be transformed back into raw material to create eco-friendly products such as clothing, footwear and even furniture. Creating furniture based on recycled plastic is a proposal that Green Circle will introduce to the market in order to close the circle of plastic. The furniture that mostly have a high average useful life are an accurate product to demonstrate that with the Plastimadera (substitute for natural wood) it is possible to create aesthetically attractive furniture, resistant, ecological and at a competitive price. An opportunity was identified within the furniture market as there is no furniture in the country based on this material. For this, the following research objectives were defined: - Analyze the macro environment of the furniture sector. - Identify the advantages and disadvantages of the sector. - Identify consumer preferences - Define a value proposition. - Determine the potential demand of Lima Top residents with lifestyles such like Sophisticated, Modern and Progressive. - Propose and establish a plan within the Marketing, Operations, HR and Finance. - Analyze and determine the viability of the project according to financial indicators. In order to start with the analysis of the macro environment of the furniture, antecedents were investigated recent proposals of similar proposals abroad, in turn national, in addition to investigating the consumer behavior regarding plastic, the importance of recycling and benefits that green projects like Green Circle count to access applications for credit and investment. After this, a qualitative and quantitative market research was carried out, being the first through a “Focus Group” with a participation of 7 citizens from Lima Top, between the ages of 18 and 55 with lifestyles characteristic of their respective NSE; Regarding quantitative research, it was carried out through surveys through the Google Forms tool, allowing you to have relevant information of the consumer, to be used in the definition of the value proposition as in the different plans such as Marketing and Operations. To develop the "Green Circle" project, a Canvas must have been made, different tools for analyzing internal and external environments such as SWOT and Pestal. To evaluate the viability of the project, thanks to the data collected and information obtained, elaborates a Free Cash Flow, providing as a result that it has to require around S / 94,107.80 to be able to start the project, being recovered in 4.23 years, covering 7% of the available market obtaining: NPV: S / 1'386,915.97 IRR: 43.42% 1
Over the years, the importance of consuming less polluting products with the environment has taken a greater role within the consumer's style of consumption, This increasingly considers all types of organic and ecological product as an option of buys. Peru, which is a participant in the Kyoto Protocol, has developed government actions and social benefits for the environment, due to this, projects such as Green Circle are of great importance. Plastic, a polymer that takes hundreds of years to degrade and that a large part of the waste from it ends up in the sea and / or landfills, but those wastes can be transformed back into raw material to create eco-friendly products such as clothing, footwear and even furniture. Creating furniture based on recycled plastic is a proposal that Green Circle will introduce to the market in order to close the circle of plastic. The furniture that mostly have a high average useful life are an accurate product to demonstrate that with the Plastimadera (substitute for natural wood) it is possible to create aesthetically attractive furniture, resistant, ecological and at a competitive price. An opportunity was identified within the furniture market as there is no furniture in the country based on this material. For this, the following research objectives were defined: - Analyze the macro environment of the furniture sector. - Identify the advantages and disadvantages of the sector. - Identify consumer preferences - Define a value proposition. - Determine the potential demand of Lima Top residents with lifestyles such like Sophisticated, Modern and Progressive. - Propose and establish a plan within the Marketing, Operations, HR and Finance. - Analyze and determine the viability of the project according to financial indicators. In order to start with the analysis of the macro environment of the furniture, antecedents were investigated recent proposals of similar proposals abroad, in turn national, in addition to investigating the consumer behavior regarding plastic, the importance of recycling and benefits that green projects like Green Circle count to access applications for credit and investment. After this, a qualitative and quantitative market research was carried out, being the first through a “Focus Group” with a participation of 7 citizens from Lima Top, between the ages of 18 and 55 with lifestyles characteristic of their respective NSE; Regarding quantitative research, it was carried out through surveys through the Google Forms tool, allowing you to have relevant information of the consumer, to be used in the definition of the value proposition as in the different plans such as Marketing and Operations. To develop the "Green Circle" project, a Canvas must have been made, different tools for analyzing internal and external environments such as SWOT and Pestal. To evaluate the viability of the project, thanks to the data collected and information obtained, elaborates a Free Cash Flow, providing as a result that it has to require around S / 94,107.80 to be able to start the project, being recovered in 4.23 years, covering 7% of the available market obtaining: NPV: S / 1'386,915.97 IRR: 43.42% 1
Link to repository: https://hdl.handle.net/20.500.14231/3341
Discipline: Administración
Grade or title grantor: Universidad Marcelino Champagnat. Facultad de Administración y Contabilidad
Grade or title: Administrador
Juror: Colonia Valenzuela, Nicanor Marcial; Zevallos Lugo, Milagros; Casafranca García, Guillermo Alfonso
Register date: 30-Jun-2021
This item is licensed under a Creative Commons License