PRESENTACION DE PROYECTO EN IDIOMA INGLES

APRENDICES

JENNIFER ALEJANDRA CALLEJAS R.

EYDY ENIZA PALACIOS RIVAS

LAURA ALEJANDRA NOVA

TUTORA

MELISSA HERNANDEZ BLANCO

SENA

GESTION DE MERCADOS 166790 FASE 14

2019

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accounting and financial results

Introduction
3 cordilleras opened in 2008 in Medellin creating the best craft beers for the care of those
who have to try beers full of new colors, aromas and flavors.
Mission
3 cordilleras is a company dedicated to the production of craft beer, which seeks to promote
the beer culture aimed at products with a variety of flavors, aromas and colors and
guaranteeing unique experiences of satisfaction in consumption through high quality
products.

Vision

By 2020, 3 Cordilleras will be the leading company in the national craft beer market,
having as a competitive advantage continuous innovation in product portfolio,
organizational processes, production, and marketing as well as being the main driver of the
"Beer Culture" in Colombia through special products, unique, varied and affordable,
thinking to grow for its flavors, aromas and colors.

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Objectives in setting the price for our product craft beer 3 mountain ranges

For our product the price is a very important tool, which although we use it and will allow
us to achieve the objectives of the organization.

Our objectives to fully fix the price of our product craft beer 3 mountain ranges:

• Analyze a given level of return on investment

• Maximize profits

• Avoid price-based competition

• Maximize market share

• Adjust the price to the expectations of the consumer of our product

Market research

Before establishing the price of our product to take it to the market, it is necessary to
determine the market to which our product is Handcrafted beer 3 mountain ranges.

Potential market

All Colombian beer drinkers and who continually want to try something new and
innovative, dare to change the traditional.

Target market

Conquer consumers with a range of ages between 25-40 years of age, young natives and
foreigners who want to taste local flavors and aromas that are not found in industrial drinks,
people located geographically in cities such as Bogotá, Medellín, Cali, Ibagué.

Target market

The mestizo beer will be an important part of those establishments that sell alcoholic
beverages located in strata 3,4, 5, and 6 belonging to the main cities of the country
Medellín, Bogotá, Cali, these places are visited by foreign buyers, costumbristas students -
vanguardistas, and those people who dare to look for different things within the traditional
these co Definition of the demand

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Demand definition

Our craft product Cerveza 3 cordilleras has 5 different references, flavors and colors,
showing our product in different presentations and knowing our consumers we could say
and check that the presentation of our product that has the highest demand, that is, of
greater consumption is beer Craft by units.

Para nuestra producción vamos a vender 5.000.000 unidades para así sobrepasar el punto de
equilibrio general más utilidades que se nos cubran los costó y tengamos ganancias,
aprovechado que la fábrica esta en Medellín-Antioquia donde los costos de trasporte son
más baratos nuestras promociones serán más asequible, ya que el trasporte será mínimo y
estas ganancias es lo que harán que saquemos nuestro producto a otros municipios.

Competition analysis

When setting or making changes to the price of our products, in addition to contemplating
the company's policies, the elasticity of demand and the costs of covering it, it is necessary
to know the prices of the competition, the characteristics of its products, its methods of
distribution, the segment of the market they occupy and evaluate their reaction to changes
in prices made by the company.

As for its price for being an industrial type, production costs are much lower, however we
can summarize that competitive pricing strategies are based on product perception,
competition against other companies and customer value.

Now, analyzing the distribution method of our competition, we observe that the first
method they use is the factory, they continue with the distributor, reaching the wholesalers,
supply the retailers to reach the final consumer.

Regarding the market segmentation of our competition we could say that the number of
consumers is higher because the price to the public is cheaper.

Our market share

The income of our company and profits depend largely on the ability of us to attract
attention to the products offered by our craft beer company 3 mountain ranges that differs
favorably from other similar products.

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 Product Mixing Strategy

The strategy used by our 3-mountain range craft beer company is to increase the depth
of our craft beers by offering them in a can presentation and 175cm bottles for the
introduction to the market in high quality and a low price for our client.

Definition of our price

For the definition of our price we take into account costs, breakeven, demand and
competition. Our craft company 3 cordilleras makes the decision to give the price to our
product based on demand, this means that taking into account the demand or the group of
consumers who will buy each and every one of the references of our product, If the demand
is high, we will set a high price and the opposite in case the expected consumption is low,
even if the cost is low in both situations.

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ETHICS AND NEGOTIATION

against the planning and performance processes of an event, which principles should guide
these processes to guarantee that the event is sustainable and how can they be applied?

In the first place, to carry out a planning and achieve an event, and for this to be
sustainable, all the principles of social, environmental, and economic sustainability together
with Corporate responsibility must be taken into account.

To guarantee an event, several factors that influence the organization of this must be taken
into account, since this determines its impact, these factors are either open or closed space,
event services and their typologies (meeting, committee, congresses, carnival). For the
event to be sustainable or stable, excellent planning must be carried out with appropriate
measures or adjustments.

The main factors to take into account for the organization and planning of a stable event are
waste, water, raw material, energy, mobility, food, security and effective communication.
After having this planning for the event, it is evaluated that the conditions of a stable event
are truly met.

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HOW CAN THE COMPANY DEMAND RESPONSIBILITY OF COMPANIES, WITH
REGARD TO THE IMPACT OF THE ENVIRONMENT, THE REALIZATION OF AN
EVENT?

All companies have the responsibility and obligation to carry out sustainable, profitable,
and successful events, provided they are tied to the impact they generate on the
environment and society, also in the health sector, from my point of view and in terms of
realization of our project 3 Cordilleras Cervecería Artesanal, awareness of responsible
consumption must be created, it is the obligation of the company to generate this alert,
create a packaging with recyclable material such as in this case the glass bottles for beer
and in their labels have greater influence and impact "excess alcohol is harmful to health,
law 30 of 1986"

On the other hand, society or consumers must require companies to apply ISO standards,
INVIMA certificate, among others that are related to all environmental management,
quality management, and the management of food products.

All in order to guarantee their processes.

NEGOTIATION PROCESS

HOW THE EMOTIONS OF THE PEOPLE INVOLVED IN THE DECISIONS TAKEN

IN THE NEGOTIATION PROCESSES

In the negotiation process, people's emotions can change the direction or success of a
negotiation, for this reason it is necessary to determine how these emotions influence,
therefore the emotions between customers-consumers, influence when making a decision
As in this case they may be upset, angry or happy, they will not know what decision to take
all this depends on a very good attitude on the part of the advisor so that they can have a
fluid and effective communication, in some cases it is important to persuade with what kind
of Customer will be directed to understand in what language to speak and have greater
connection when making the purchase decision, there are several types of customers
(auditory, visual or kinesthetic)

The positive or negative effectiveness of a negotiation can conclude to independent or

different results, the interaction of these roles show less controversial behavior, use less
aggressive strategies but more cooperation, increasing the probability that the parties will
reach an agreement to meet their objectives. granting benefits between the parties.

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WHAT TYPES OF BEHAVIOR OF THE NEGOTIATORS CAN COME TO SOLVING
PROBLEMS SUCH AS THE STARTING THE DEAD POINT DURING THE
NEGOTIATION

The types of behaviors of the negotiators towards a stalemate or the point of decline
(deadlock), where one must think of an agreement of the parties (win-win), is about finding
mutual benefits and options to transform the negotiation into a creative process and
cooperative

Several ways must be innovated to make negotiation easy and obtain success on both sides
starting from the common goods of each one, this can also be called “value dialogues”.

On the other hand, the difference of interests in the parties has a great strategic power for
the good course of the negotiation and to achieve effectiveness in the negotiation.

ACTIVITIES AND ACTIONS TO BE DEVELOPED IN THE PRODUCT EXHIBITION

PROCESS

Regarding the process that we will fully carry out for the exhibition of the products of our
micro company of CERVEZAS ARTESANAL 3 CORDILLERAS, the following actions
will be taken into account:

A totally attractive exhibition will be emphasized as part of the strategy so that the
conversion rate of buyers into customers is expanded, that is: “percentage of buyers who
buy our products divided by the total number of buyers in a given period of time”

It should be taken into account as a first step, that each consumer is different, so that the
decoration and exhibition of our product must be in line with the particularities of said
consumer.

It will be taken into account that the exhibition of our products is designed with the
objective of strengthening our micro company CERVEZA ARTESANAL 3
CORDILLERAS.

It will be projected as objectives:

● That they see the place of exhibition, standing out among the multitude of commercial
spaces that are our direct competitors.

● To locate the place of exhibition, so that the geographical location of the point of sale is
easily remembered.

● That the consumers of our mestizo craft beer product 3 mountain ranges approach the
exhibition place, seeking to attract attention and thus get consumers to see more closely
what is offered on the exhibition site.

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It is essential as an action to give priority to the circulation, our products will be available
in the main cities of the Colombian country, making it strategically that there are
refrigerators full of our product both in the company, supermarkets, restaurants, etc. This in
order to ensure that our product has a better reception and is of greater scope for our
consumers, so that it generates comfort and safety in the potential consumer, this comfort
being part of the influence we need for him to make the decision to consume each and
every one of the references of our beers.

Another important action should not be overlooked and that is to play with the senses, since
it has been proven that most of the decisions that the consumer makes are based on
interpreted experiences.

For example, a study of each of the senses and the influence it can have on the consumer
can be made according to their perception.

Let's start with the view, which detects the level of luminosity that attracts or distracts the
consumer; the intensity and color of the light enhance and make attractive the products to
offer.

EFINITION OF THE WORK TEAM OF OUR MICRO COMPANY

CERVEZAARTESANAL 3 CORDILLERAS.

At this point it is good to quote the following phrase that indicates what a good recognition
of a work team means: “To work in a team, you must know what you really want to do, get
your qualities, virtues and talents to perfect them to the fullest ”(source Sena). At the right
time, in terms of the etymology of “work team” several definitions can be referenced, but,
to be shorter, we will define it as follows: it is a group of people working in the same way,
with the same objective or purpose in common.

It is also necessary to highlight that, the micro company of CERVEZA ARTESANAL 3

CORDILLERAS will temper within its definition of work team factors such as: having a
clear and common objective, specificity in the development of the topic to work,
designation of roles, setting of time, constant communication and available resources.

5. ASSIGNMENT OF FUNCTIONS TO EACH ONE OF THE MEMBERS

Next we will state and define the assignment of functions of each of the members of our
micro company CERVEZA ARTESANAL 3 CORDILLERAS:

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MANAGER

To have the necessary conditions to achieve the objectives established by the Board of
Directors and those decided at their own level to comply with the quality, productivity,
income statement and market penetration plans.

● To exercise the judicial or extrajudicial representation of the Cooperative by itself or

through a special agent.

● Supervise the operation of the micro company CERVEZA ARTESANAL 3

CORDILLERAS, the provision of services, the development of programs and take care of
the proper and timely execution of operations.

● Direct the public relations of the micro-enterprise CERVEZA ARTESANAL 3

CORDILLERAS

● Ensure that consumers receive timely information about the products offered by the
micro company CERVEZA ARTESANAL 3 CORDILLERAS and maintain permanent
communication with them.

● To enter into contracts and all types of businesses within the ordinary course of the
activities of the micro company CERVEZA ARTESANAL 3 CORDILLERAS, the amount
of which does not exceed one hundred (100) current legal minimum monthly salaries.

● Order ordinary or extraordinary expenses, according to the budget and the special powers
granted for this purpose by the other partners.

● Periodically submit reports to the partners on the operation of the micro company
CERVEZA ARTESANAL 3 CORDILLERAS including the respective financial
statements.

● Permanently evaluate the fulfillment of the functions of the employees of the micro
company CERVEZA ARTESANAL 3 CORDILLERAS

● Maintain the relations and communication of the administration with the governing
bodies, and clients

● Organize, Control and Direct the accounting of the micro company CERVEZA
ARTESANAL 3 CORDILLERAS in accordance with current legal regulations.

● Prepare the Revenue and Expenditure Budget of the micro company CERVEZA
ARTESANAL 3 CORDILLERAS

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● Daily check the cash status of the micro company CERVEZA ARTESANAL 3
CORDILLERAS.

ADMINISTRATIVE COORDINATOR

● Solve the concerns that arise in the different departments, thus making the est decision in
the different areas.

TREASURY

● Check the balances of the different accounts of the micro company CERVEZA
ARTESANAL 3 CORDILLERAS.

● Reconcile and pay suppliers.

● Check the cash register, together with the different auxiliaries

● Ensure the good management of money from the micro company CERVEZA
ARTESANAL 3 CORDILLERAS

● Provide the requested information to the manager in a timely manner, in a clear, complete
and truthful way to their bosses.

● Make all payments of the micro company of CERVEZA ARTESANAL 3

CORDILLERAS (payroll, services, etc

Commercial Director

● Analyze and develop the work methodology included in the marketing plan.

● Determine the purchase potential of the different categories of customers.

● Prepare sales forecasts in agreement with the department

● Plan the goals and strategies of your team.

● Develop a sales structure capable of achieving the objectives.

● Recruit and select sales staff, or contribute to it.

● Train the commercial teams in knowledge and other techniques necessary for the
development of their functions.

● Motivate and energize them to do their job as well as possible.

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● Assess and control their work to ensure that they achieve the intended objectives.

CUSTOMER SERVICE

● Provide excellent customer service that reports benefits.

● Know the products offered by the company to provide a good service.

● Attract customers in a helpful and enjoyable way before the company's image.

● Watch

Communication with the customer:

The different means of communication allow us to establish a direct and constant contact
between the directives and employees in the cases of the clients,

Email: Send short emails, with the most important content in the first sentence and a clear
subject line; because some people never read beyond the first line of any email.

Newsletters: A copy of a newsletter should be sent to customers when new products are
available and you will see how many will respond by asking about what was sent.

Telephone: If you need to talk to a client in detail and for one reason or another, none have
time for a meeting and it is urgent, a phone call is still the best communication channel.

Skype: For regular communications or weekly meetings you can use Skype. The call can
last only 30 minutes for both parties to catch up and also allows people who are not in the
same city or country to participate in the conversation.

Social media: (LinkedIn, Facebook and Twitter messages): It should be known that to be in
touch with social networks, you must use private or direct messages according to the
network through which you are going to communicate with the client, this to avoid that, if
you are talking about costs or any inconvenience, the rest of the social network community
does not find out about it. And the last but not least the

Interpersonal communication: which allows a real interaction with the client and feel their
true needs or expectations regarding the product.

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 DISTRIBUTION STRATEGIES.

The physical distribution of a company is based on the distribution process of the supply
chain.

When you get the raw material for its preparation, until you arrive at the store counter, it is
necessary to have a good distribution plan.

In the case of our company Cerveza Artesanal 3 cordilleras, it has worked with a direct
sales channel in pre-sale format, that is, it has its own distribution team, vendors,
dispatchers, therefore, the value chain was generated and It is delivered from the company.

The distribution system is direct, since we offer a package of products, such as:

This American Pale Ale beer is a party of flavors to be taken with passion.
Yes, a hops party

This golden-colored Wheat Ale beer, like the gold of our land, owes its
distinctive flavor to a unique combination of fine malt, wheat, hops and
a little rye.
.

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 This deep red Amber Ale beer has a combination of varieties
of malts that gives it a toasted touch, with hints of fresh bread, and a
delicious and balanced malted flavor that you will always want to enjoy.

This Stout beer inspired by the typical flavors of our country

of three mountain ranges, is loaded with roasted, dark and caramel malts,
and is characterized by its aroma of coffee and cocoa.

This Rosé beer arrived from Europe to stay in Colombia

and to make you fall in love with it. It is made with malt and wheat and
is characterized by its fine aroma and flavor of red fruits that give it a
natural freshness.

We always want to give our clients the best and what better than to give us a beer Tour to
share and enjoy with friends a special moment with 3 mountain ranges.

STRATEGIC MAP 3 CORDILLERAS The strategic map of the company 3

CORDILLERAS (See Illustration 1), is represented by the Balanced Scorecard (BSC)
method, where the interrelations between the main components or perspectives of the
company are reflected and in each of them the objectives and the cause-effect relationship
between them. There are four basic perspectives to represent the map:
1. Financial. Financial objectives to meet the expectations of shareholders.

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2. Customers Customer needs to meet to achieve financial objectives.
3. Internal / Processes. Processes in which we must be excellent to meet the needs of our
customers.
4. Learning and Growth / Resources and Infrastructure. Needs in relation to people,
technology, alliances, assets, etc; to support the strategic objectives.

EXECUTIVE REPORT
For the analysis and interpretation of the evaluation of the indicators, they evaluated the
liquidity, indebtedness and profitability indicators, which means that their current liabilities
are lower than current assets, this means that short-term investments are going very well. ,
for now there are no liquidity problems. In addition, there is a constant return on investment
in assets.

FINANCIAL PERSPECTIVE
For our company 3CORDILLERAS, the financial perspective and indicators are valuable to
summarize the economic consequences and its interpretation allows us to take actions to
avoid a financial crisis.

Financial performance measures indicate whether a company's strategy can be put into
practice and execution.

It is important to be aware of when the organization is in determining the financial

objectives, which may go to the Phases:

Growth: Increase the percentage of sales, customer groups and regions. "
Sustainability: Profitability.
Productivity or harvest: Maximize the Return of Cash Flow to the Company.
.

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