The aim of this Master's Thesis is the application of principles of strategic marketing planning for specific business plan. Marketing planning is described in the first part of this thesis based on literature sources. It is followed by a practical part, in which the principles of marketing planning are applied for a specific business plan. Result of this thesis is a comprehensive marketing plan covering all the important areas that are necessary for a start-up company. The market, which the company will enter, is characterized. Based on this information, objectives and strategic plans of the company are set. Segmentation of potential customers is determined and strategic and tactic tools are set. In the final part of this thesis an action plan and budget is drawn up. This thesis demonstrates that the business plan is feasible and the company has the potential to become a successful player in the market.

En la actualidad, el tiempo es un recurso apreciado, sobre todo para las personas cuyas labores de oficina abarcan en promedio 10 horas al día. Bajo esta premisa hemos creado Tramitapp: un aplicativo móvil respaldado por un sistema administrativo y logístico, para poder realizar gestiones y trámites desde el lugar donde te encuentres. Este proyecto surge para que nuestros clientes aprovechen su tiempo y no tengan que realizar colas o engorrosos trámites en diferentes empresas y organismos gubernamentales. Para la elaboración de nuestra estrategia, hemos realizado un estudio interno y externo, y así obtener información relevante y objetiva que nos permita un desarrollo apropiado. Mediante la estadística nacional y posterior toma de una muestra, validamos la cantidad de personas interesadas en el aplicativo (dato obtenido mediante un landing page enlazado un Facebook Add) el cual tuvo un resultado de 37.6% en conversiones. Adicionalmente, según los últimos datos presentados por el INEI el 70.40% de la población hace uso del internet, apresurándose de esta manera un mercado con un modelo de negocio innovador. Esto nos permite confirmar que nuestra idea de negocio (desde el punto de vista de planeamiento estratégico) es rentable. Para el plan de marketing, se utilizó una estrategia de diferenciación de producto en la que a partir de una segmentación adecuada (geográfica y demográfica) identificamos que el 63.8% del NSE A y el 58.7% del NSE B trabajan de manera dependiente, independiente o son dueños de PYMES. Así perfilamos mejor el servicio considerando que este mismo segmento tiene experiencia en e-commerce. Desde el punto de vista de operaciones, nuestro modelo será multinivel, lo que implica que el negocio atenderá los dos niveles de clientes ya sea dueños de trámites y Tramitappdores y la cobertura de nuestra operación (tramites – tramitappdores) abarcara los distritos de Lima Metropolitana. Con respecto al plan económico y al plan financiero, se resuelve que el proyecto es viable debido a que muestra un VAN de S/.15,137.98 con retorno de inversión. Por lo tanto, concluimos que nuestro proyecto de negocio resulta rentable lo que permite tener la oportunidad de poder consolidarnos en el mercado. / Currently, time is an appreciated resource, especially for people whose office tasks cover an average of 10 hours a day. Under this premise we have created Tramitapp: a mobile application backed by an administrative and logistical system, designed to carry out formalities and procedures from the place where you are. Tramitaap is born so that our customers take advantage of their time and do not have to make long queues or exhausting procedures in different companies and government agencies. For the elaboration of our strategy, we have carried out an internal and external study, in order to obtain relevant and objective information that allows us an appropriate development. Through national statistics and subsequent sampling, we validate the number of people interested in the application (data obtained through a landing page linked to a Facebook Add) which had a result of 37.6% in conversions. Additionally, and as is known, according to the latest data presented by the INEI, 70.40% of the population makes use of the internet, thus hastening a market with an innovative business model. This allows us to confirm that our business idea (from the point of view of strategic planning) is profitable. For the marketing plan, a product differentiation strategy was used in which, based on an adequate segmentation (geographical and demographic), we identified that 63.8% of NSE A and 58.7% of NSE B work in a dependent, independent or their own business. This allowed us to profile the service considering that this same segment has experience in e-commerce. From the point of view of operations, our model will be multilevel, which implies that the business will serve the two levels of clients, whether they are process owners or processors and the coverage of our operation (procedures - processors) will cover the districts of Metropolitan Lima. With respect to the economic plan and the financial plan, it is resolved that the project is viable because it shows a NPV of S/.15,137.98 with return on investment. Therefore, we conclude that our business project is profitable, which allows us to have the opportunity to consolidate ourselves in the market. / Tesis

This diploma thesis is about business plan and financial analysis the company NERA DISPLAYS ltd. On the basis of information obtained the diploma thesis recommends and evaluates possibilities of purchase new CNC machines, and also evaluates the financial situation of this company based on available information. After evaluation it will be made suggestion for improvement.

Foundation and expansion of entrepreneurship without sophisticated business plan is impossible nowadays in such a competitive environment. Business plan helps to discover possible barriers of penetrating the market or financial needs. Goal of this thesis is to compile a business plan including all the requisites necessary for the possible realization. It is desirable to describe all the risks and advantages as well. In the first part of the thesis there are explanations of the main themes describing making of a business plan, its common forms and integral parts. Second part is focused to the real point of view of the small profiting company planning about the diversification of its activities to the different sector. The processes in the company are designed to be effective and progressive when applying into the new segment of market. Planning is based on marketing research which provides informations for the plan of marketing. That plan is consequently exposed to the financial plan.

The Internet has revolutionized the way the world used to work by becoming a crucial part in people's lifestyle. Nowadays, the speed and extent with which people can communicate has reached unimaginable levels, affecting significantly their behavior and the way they do business. This thesis aims to clarify how does business models have changed with the implementation of the Internet by introducing one of its newest e-business models, an "online store" and its following e-marketing plan concepts. Similarly, the thesis also aims to elaborate a project where this e-business model is used to introduce Peruvian products to the Belgian market and evaluate its viability. For this purposes, an e-marketing plan of the mentioned project was developed including macro and micro analysis and customer analysis with its respective marketing research, finalizing with the elaboration of the e-marketing mix strategies. The results of the project revealed that most of the changes of implementing Internet in the business process become noticeable in the formulation of the marketing mix strategies. Regarding the project itself, the study concluded that there exist the right conditions in the country and its potential customers to be profitable. Nonetheless, success will only be reached by the effective implementation of the promotional strategies that help create brand-awareness and loyal relationships with the customers.

The aim of this thesis is the creation of a business plan in order to set up a business. The business is specialised in the breeding of goats and direct distribution of products made from goat's milk. A fundamental part of the plan is constituted by the conducted strategic analysis. The basis of the analysis compilation were data from prominent Czech organizations, an analysis of the market, and communication with competitors and experts. There were also similarities in other important parts of the plan. This is represented by a marketing, production and financial plan. The marketing plan provides information about used marketing strategies. The production plan informs about technologies and the volume of production. In order to validate the viability of the existent aim, the research was conducted on the basis of the financial plan. One of the benefits of this paper is the identification and elaboration of all important aspect influencing the initiation and subsequent functioning of a particular business, as well as the proposition of solutions for problematic areas.

El objetivo general de este estudio es formular un plan de marketing que sirva como una herramienta de gestión estratégica, que ayude a los directivos a mejorar la posición competitiva de Jara Resistencias S.R.L., y que a través de un incremento en el nivel de ventas refleje una mayor participación de mercado. La empresa se especializa en el diseño, fabricación y comercialización de resistencias calefactoras y sensores de temperatura, La estrategia genérica que emplea es de diferenciación, la cual está basada en su ventaja competitiva. Ha logrado diversificarse y se encuentra posicionada dentro de las empresas líderes que en conjunto tienen una participación cercana al 80%, en un mercado estimado de 4 millones de dólares. El estudio parte por el análisis de macroentorno, los factores en general que afectan a la empresa y al sector para lo cual se hace uso del modelo de las cinco fuerzas; posteriormente se analiza la situación competitiva, metodología FODA, la situación actual de marketing, y se toman en cuenta los resultados de una investigación de mercado realizada como parte de este trabajo. Teniendo definida la misión y visión, se establecen los objetivos: general y estratégicos de la empresa, para luego definir los del plan de marketing y metas financieras. El análisis del mercado determinará los sectores objetivos y potenciales: con ayuda de la matriz estratégica se trazan, las acciones de la estrategia comercial. Como corolario se evalúa el costo/beneficio del plan de marketing. También se considera un plan de control y contingencia, que plantea acciones ante cambios en los escenarios. De esto resulta que para el logro de los objetivos estratégicos, ha de desarrollar un vigoroso crecimiento de dos tipos: fuerte crecimiento intensivo en el mercado y de menor manera desarrollar un crecimiento por diversificación. La característica de segmentación es por sectores industriales, tamaño y tipo de empresas. En los sectores objetivos, el enfoque es en: alto, mediano, con potencial y con perspectiva de potencial. Se centrará en empresas grandes y medianas. La estrategia competitiva que se ha de desarrollar es la de empresa retadora que enfrentará no sólo al líder sino también a los seguidores del mercado. Para esto ha de aplicarse tácticas tales como: ataque por los flancos, ataque envolvente y de guerra de guerrillas. Como conclusión se encuentra que la empresa puede consolidar aún más su liderazgo, fortaleciendo más su diferenciación. Salvaguardando los atributos valorados de los productos y las variables importantes en la decisión de compra. Con el objeto de maximizar las utilidades, se ha de considerar la rentabilidad por producto. El posicionamiento de precio recomendado, es superior. Es decir ofrecer un producto de alta calidad a un precio alto al promedio cobrado por la competencia. Como resultado de la evaluación y de los flujos positivos obtenidos: VAN a tres años de US$ 225 000 y TIR de 325%, se puede concluir la rentabilidad y beneficios para la empresa del presente plan de marketing.

This diploma thesis is processed as a business plan draft for the creation of a small business focused on the sale of vegan sports nutrition supplements. The thesis is divided into three parts. The first part consists of the theoretical bases related to business activities. The second part focuses on the analyses of the business environment and the results of the primary research. The third part deals with the business plan itself, including financial plan and risk analysis.

Este trabajo ha sido elaborado con la finalidad de desarrollar el plan integral de nuestra idea de negocio. A lo largo de este informe y luego de haber presentado la breve descripción de la idea que escogimos, se abordarán los siguientes temas: Diseño y desarrollo del Business Model Canvas; en donde identificamos el perfil de nuestro cliente. Además, desarrollamos el mapa de valor, junto con la descripción de nuestra propuesta de valor y los elementos diferenciales frente a la competencia. Luego pasamos al desarrollo y validación de todos los cuadrantes del BMC; en donde se utilizaron varios experimentos que nos ayudaron a sustentar todos los cuadrantes. Al término de ello, se procederá a explicar todo el plan del marketing mix en donde se abordarán las variables de producto, precio, plaza, promoción y fidelización específicamente para la idea de negocio que estamos desarrollando. Seguido por el plan financiero, en donde se detallará la proyección de ventas, el presupuesto de inversión, los ingresos y egresos, flujo de caja, VAN y financiamiento. Finalmente, concluimos el trabajo con las conclusiones y recomendaciones de toda la investigación, las cuales han sido consensuadas a nivel de todo el grupo y de gran ayuda para poder continuar con el desarrollo y mejoramiento de nuestra idea de negocio. / This report has been prepared with the purpose of developing the integral plan of our business idea. Throughout this report and after having presented the brief description of the idea we chose, the following topics will be described: Design and development of the Business Model Canvas; where we identify the profile of our client. In addition, we develop the value map, together with the description of our value proposition and the differentiating elements compared to the competition. Then we move on to the development and validation of all the quadrants of the BMC; where several experiments were used that helped us to support all the quadrants. Next, we will proceed to explain all the marketing mix plan, where we will talk about producto, Price, placement, promotion and Fidelity, especifically for the developing idea. Followed by the financial plan, where the sales proyection, investment Budget, income and expenses, cashflow, NPV and financing will be detailed. Finally, we concluded the work with the conclusions and recommendations of all the topics, which have been agreed at the level of the whole group and have been of great help to be able to continue with the development and improvement of our business idea. / Trabajo de investigación

The diploma thesis focuses on the issue of an introduction of a concrete company on the new market in the field of industrial markets (B2B). The theoretical part of the thesis analyses the issue of marketing plan creation and defines the relations, the process of creation and applicable methods. In the analytical part of the thesis the theoretical results are applied on the company MCAE Systems Ltd, which wants to offer their product on the casting market. The proposal part of the thesis proposes a possible process of penetration to the casting market.