Subjects
53 Ciencias económicas
5311 Organización y dirección de empresas
531105 Marketing
MAGARI: creación de marca de marroquinería artesana
Abstract
El presente trabajo consiste en el desarrollo del plan de negocio de MAGARI, una marca de bolsos y carteras de mano elaboradas artesanalmente con materias primas de calidad, generalmente pieles animales. Para la realización del mismo, se comenzará analizando el entorno para conocer las posibilidades que ofrece el sector, así como las debilidades y fortalezas del proyecto. Además, se estudiarán distintas decisiones de marca necesarias para el lanzamiento de MAGARI. Para un mejor entendimiento del plan de negocio, así como para conocer los factores claves que generan valor, se presentará un análisis CANVAS.
Con el objetivo de dar a conocer la marca y aumentar el número de ventas, se desarrollará en este documento el plan de marketing, tanto operativo como estratégico. En éste, se explicarán aspectos que definen la gestión de la marca. Además, se analizarán otros factores importantes, como la competencia o los clientes de la marca para contar con la información necesaria antes de lanzar la marca. Por último, se procederá a establecer el plan de operaciones, así como el plan económico-financiero.
The present document consists of the development of the business plan of MAGARI, a brand of handmade handbags and purses made with quality raw materials, generally animal skins. For the realization of it, the environment will be analysed in order to know the possibilities offered by the sector, as well as the weaknesses and strengths of the project. In addition, different brand decisions necessary for the launch of MAGARI will be studied. For a better understanding of the business plan, as well as to know the key factors that generate value, an analysis of CANVAS will be presented. In order to publicize the brand and increase the sales, the marketing plan will be developed in this document, both operational and strategic ones. For this, different aspects that define the management of the brand will be explained. For having the necessary information before launching the brand, other important factors will be analysed, such as the competition or the clients of the brand. Finally, the operations plan, as well as the economic-financial plan will be developed.
The present document consists of the development of the business plan of MAGARI, a brand of handmade handbags and purses made with quality raw materials, generally animal skins. For the realization of it, the environment will be analysed in order to know the possibilities offered by the sector, as well as the weaknesses and strengths of the project. In addition, different brand decisions necessary for the launch of MAGARI will be studied. For a better understanding of the business plan, as well as to know the key factors that generate value, an analysis of CANVAS will be presented. In order to publicize the brand and increase the sales, the marketing plan will be developed in this document, both operational and strategic ones. For this, different aspects that define the management of the brand will be explained. For having the necessary information before launching the brand, other important factors will be analysed, such as the competition or the clients of the brand. Finally, the operations plan, as well as the economic-financial plan will be developed.
Información detallada
Materias, derechos, colecciones e identificadores
Keywords
Plan de negocio, MAGARI, Marca, Bolsos., Business plan, MAGARI, Brand, Handbags.