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Presentación de Proyecto en Idioma Ingles

gestión de mercado (Servicio Nacional de Aprendizaje)

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AP14 EV04 INGLÉS PRESENTACIÓN DE PROYECTO EN

IDIOMA INGLÉS

APRENDIZ:
OLGER UBEN PEÑARANDA RINCON

SERVICIO NACIONAL DE APRENDIZAJE TECNOLOGIA

EN GESTIÓN DE MERCADOS
2020

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PRODUCTIVE PROJECT
ECORCYCLE

REPORT

MARKET DESCRIPTION

Information collection plan, clarifying the objective of the Ecorcycle company, its
users or consumers, collection method and the instruments that we will use to
obtain market information from our company.

1. Content

2. Work members________________________________________________1

3. Our project ____________________________________________________1

4. Objectives________________________________________________________1

5. Market history and bag industry ________________________________2

6. Method of collecting information ___________________________________ 3

7. Instruments to apply________________________________________________3

8. DOFA
Matrix________________________________________________________4

WORK MEMBERS

Johanna Patricia Hernandez Montero

Joan Fernando Lamprea Huertas

Olger Uben Peñaranda Rincon

Sofia Loren Serrato Salgado

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OUR PROJECT

Implement the market information system according to the information needs and
objectives of MOTORCYCLE, a company based in the motorcycle industry, in
addition to designing prototypes of products and / or services that meet the needs
and requirements of customers, fulfilling with current legal regulations.

OBJECTIVES

• Market motorcycle spare parts with low ecological impact.

• Provide a product that is made mostly in Colombia, made for the needs of
motorcyclists.

• Create and market our products with the best quality standards

• Offer a product that is in favor of the environment

• Provide our customers with the ease of acquiring our products, taking them to any
part of the country and the world.

• Generate employment for mothers head of the family.

• Expand our company nationally and internationally.

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HISTORY OF MOTORCYCLES IN COLOMBIA

As a further development to bicycles, with a steam engine and wooden wheels, the
American Sylvester Howard Roper invented the world's first motorcycle in 1867. Its
speed was 18 km / h and the engine developed 0.5 horsepower.

Over time, this invention was refined and three years should be highlighted as the
main milestones:

- In 1902 the Scooter was invented, a motorcycle that became popular and
today continues to cover a large part of the market.
- In 1910 the sidecar appeared, the motorcycles with a saddle on one side,
famous for remembering history.
- In 1945, after returning from World War II, American soldiers revolutionized
the history of motorcycles with the famous CUSTOM.

However, in Colombia, the year 1930 is considered the first arrival of the Harley
Davidson motorcycle in the city of Valledupar, where citizens were fascinated by
the engine that roared through the streets and made the inhabitants vibrate.

And it is that as we have mentioned previously in our blog: Colombia is a country

that moves by motorcycle. The RS 100 and the DT 125/175 became motorcycles
that will always remain engraved in the memory of Colombians, as they were sold
to such an extent that today they still have a commercial value for fans of the
spoiled.

INFORMATION COLLECTION METHOD

The method of collecting information is a set of rules and procedures that allow the
researcher to establish the relationship with the object or subject of the
investigations, whether qualitative, quantitative or mixed.

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Our method of collection is to apply a quantitative investigation, quantifying the

data and generalizing the results of the sample to the population of our interest,
also determining the instruments to be applied in our research and performing a
field work to reach our goal in the company to work and give the presentation of
the final report.

INSTRUMENTS TO APPLY

A data collection instrument is any resource that the researcher uses to approach
phenomena and extract information from them; there are multiple and different
useful tools for data collection and for use in all types of research

The data collection instruments that we are going to implement in our project are:

• Conducting interviews or surveys

• Applying the observation technique

• Collecting information through scales of opinion

• Use secondary and tertiary sources on the leather goods market and industry

• Among others ...

Content

Company to apply our project________________________1

Vision and Mission of the company ____________________________ 2

Problem to solve _________________________________2

Solution to offer about the problem found 2-3

Scope and characteristics of the project_____________________3

General Objectives__________________________________ 3-4

Specific Objectives __________________________________ 4

Marketing functions in the sector of our project____ 4-5

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Resources and budget of our project_____________ 6-7-8

Gantt Chart ___________________________________ 8-9

Dofa Matrix__________________________________________ 9

Goal Goal________________________________________ 10

Results control__________________________________ 10

COMPANY TO APPLY OUR PROJECT

This dream began more than 8 years ago when I entered the world of motorcycles
as a commercial advisor to one of the largest companies in the country, the dream
of marketing motorcycle parts and parts that would not affect the environment, I
was sent to several companies in the sector knowing the market, the country, the
possible clients and of course the suppliers, today this project is born with which
we will leave a mark in this country.

VISION AND MISSION OF THE COMPANY

MISSION

We are a company focused on designing, developing marketing products of

excellent quality, strengthening the brand ingenuity purple, committed, with
customers in integrity, responsibility, looking every day for greater growth and
profitability.

VIEW

Purple ingenuity will be recognized, nationally and internationally, for its designs,
quality and innovation.

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PROBLEM TO BE SOLVED

• It is a company that does not have much time in the market

• It has no stores, stores or warehouses

• It has a direct sale that is through brochur through mail

• You don't have many customers

• Competition with big brands

SOLUTION TO OFFER ON THE PROBLEM FOUND

• With our work teams we will implement a marketing strategy

• We will train the employer and his employees

• Marketing activities through social networks

SCOPE AND CHARACTERISTICS OF THE PROJECT

In accordance with the objectives set out in this degree project, a marketing
analysis of Ecorcycle Company was carried out.

This in order to contribute to the company by providing such analysis and providing
some recommendations, which can be very useful to improve the level of product
quality and achieve total customer satisfaction with it, possibly favoring the current
problem of waste of production capacity and market penetration with a high quality
product.

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GENERAL OBJECTIVES

• Market motorcycle spare parts with low ecological impact since it is one of the
fastest growing market in the country.

• Provide a product that is friendly to the environment.

• Create and market our products with the best quality standards.

• Provide our customers with the ease of acquiring our products, taking them to any
part of the country and the world.

• Generate employment for mother’s head of the family.

• Expand our company nationally and internationally.

SPECIFIC OBJECTIVES

• Offer our target market a quality product that meets their expectations.

• To project our company as one of the most important in the country, in terms of
innovation, quality and ecological awareness.
• obtain profit for marketing and sale.

• Apply creative concepts and ideas in our designs to reach our target audience.

• use the appropriate raw materials and suppliers for our purpose.

• Establish an infrastructure and equipment necessary to carry out the purchase,

sale and distribution.

• generate sources of resources and employment.

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MARKETING FUNCTIONS IN OUR PROJECT SECTOR

• design a corporate image characteristic of the brand. that way people will
recognize it immediately.

• add new features, attributes, enhancements, functions, utilities, and uses to our
product.

• Being under high quality supervision so that it is a durable product over time is an
important key to positioning in the market.

• create a website.

• Selective strategy, resorting to a series of available intermediaries.

• Adopt a short distribution channel, that the product passes from the retailer and
from there directly to the consumer.

• Orient the company towards a very specific market, to be stronger in one part of
the market, rather than weak in all.

• The customer finds our product in garndes warehouses, that is, places that prove
the quality and authenticity of our products.

• Launch short-term advertising spots and / or make viral videos that are distributed
on platforms such as YouTube, where our brand is located, positioning the brand in
a distinctive way in the minds of consumers.

• use social networks as a means of advertising.

• answer the questions of people who have problems with your product and allow
them to make different suggestions on how to improve the products and services,
allowing them to respond directly.

RESOURCES AND BUDGET OF OUR PROJECT

The costs incurred by the company INGENIO PURPURA at a general level

represent expenses that are part of the direct or indirect operation of the company.

These costs are representative for the company; If you do not have good control
and management over them you can incur losses on the level of profitability of the
organization.

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With regard to long-term costs, it is sought to have a low indebtedness in order to

increase investments by the company and encourage its growth. Therefore, the
costs will represent, within the balance sheet, a relatively low percentage with
respect to equity which will support, through social contributions, fundamental
costs for the company.

The short-term costs are highly represented on the liability, since these must be
covered to continue with the normal process of the operation. These costs, being
short-term, represent a high level of sensitivity, since if there is no timely payment
on them, this can lead to serious consequences such as the closure of production
or the imposition of fines, in the case of the account of payroll and taxes.

The operational expenses of the company ECORCYCLE correspond to the

expenses accrued for activities of the daily operation of the company. To show
operational expenses, a classification was made in two main groups corresponding
to Administration and sales expenses. It is important to mention that in the payroll
account, the tantalization of salaries accrued by both administrative and sales
personnel was made.

Below is a table showing what is required to set up and adapt the office.

The location of the administrative headquarters (Central Office) will be in Pereira, a

convenient place for its moderate maintenance costs and where the type of
customers that the brand focuses on, provides them with a close location and
greater comfort, security , tranquility and well-being when approaching to talk with
our executives, in the event that the situation will occur. In this place all the
executives of Ecorcycle will be located and that is where the business strategy and
plan is planned and supervised.

Ecorcycle initially has a capital of the partners of ($ 100,000,000), which will serve
as support and support in its first steps and start-up, to assume the expenses
involved in said process.

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GOAL OBJECTIVE

Design of a marketing plan that allows the company to know the environment in
which it is developing its activity, and in this way know its needs so that it can meet
them and also detect new business opportunities, in a period until November 7 of
2020

RESULTS CONTROL

The evaluation and control process ensures that the company achieves what it set
out to carry out. It compares the performance with the desired results and provides
the necessary feedback for the administrator or owner to evaluate the results and
take corrective action, as required. This process is seen as a feedback.

“MARKET RESEARCH PROJECT PART 2”

"Define the research process according to the nature of the product and / or
service" "Formulate the object of market research to establish the needs and
problems of the environment" and "Establish the method of market research in the
exercise of their work performance and social, according to the nature of the
product or service ”; The apprentice must prepare a document where the revised
steps are applied in each of the phases of the market research model: Phase I
Research Project; Phase II: Collection of information; Phase III: Information
Analysis.

Table of Contents

Introduction _________________________________________________________________ 1

Diagnosis of the problem under study___________________________________2

Study problem statement: The problem statement________________3

Conceptual framework of the study__________________________________________________4

Justification of the study or needs of the project to which it responds _________________5

General objective of the study___________________________________________________6

Specific objectives of the study_______________________________________________7

Study hypothesis_________________________________________________________8

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Research variables ___________________________________________________ 9

Project Schedule_____________________________________________________10

Type of research design .______________________________________________ 11

Sources of information _______________________________________________________ 12

Information gathering techniques __________________________________________ 12

Information collection instruments ______________________________________ 13

Population and sample definition_____________________________________________14

Data collection _________________________________________________________15

Tabulation and analysis of data, statistical inferences and interpretation __________________16

Final Report________________________________________________________________17

1. INTRODUCTION

Implementing research provides necessary elements for the decision of marketing

strategies and that helps a company reduce costs and expand the possibility of
sales and profits.

2. DIAGNOSIS ON THE PROBLEM OBJECT OF STUDY

The purpose of our project is to solve the problem found in the purple mill company
which is:

With very few tools and lack of marketing knowledge

It is a company that does not have much time in the market

It has no stores, stores or stores

It has a direct sale that is through brochur through mail

Doesn't have many customers

He has no marketing knowledge

Competition with big brands.

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3. APPROACH TO THE STUDY PROBLEM

Problem analysis is one of the fundamental tools in planning, especially in projects.

Problem tree analysis, also called situational analysis or simply problem analysis,
helps to find solutions through problem mapping.

4. CONCEPTUAL FRAMEWORK OF THE STUDY

5. JUSTIFICATION OF THE STUDY OR NEEDS OF THE PROJECT TO WHICH

IT RESPONSES.

It is intended to carry out this project in order to protect the environment by

reducing the negative impact generated by motorcycles in the country, since these
products are currently not designed to be eco-friendly; they are only designed to
generate great utility regardless of damage to the planet

6. GENERAL OBJECTIVE OF THE STUDY

• Market motorcycle spare parts with low ecological impact since it is one of the
fastest growing market in the country.

• Provide a product that is friendly to the environment.

• Create and market our products with the best quality standards.

• Provide our customers with the ease of acquiring our products, taking them to any
part of the country and the world.

• Generate employment for mother’s head of the family.

• Expand our company nationally and internationally.

8. STUDY HYPOTHESIS

Demonstrate that Colombian bikers can help the environment by using eco-friendly
products on their motorcycles and in turn generate jobs throughout the country.

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9. RESEARCH VARIABLES

DEPENDENT VARIABLES: A dependent variable represents a quantity whose

value depends on how the independent variable is modified. Often and it is the
variable that is used to represent the dependent variable in an equation.

QUANTITATIVE VARIABLES: They are the variables that take as an argument

numerical quantities, they are mathematical variables. The quantitative variables
can also be: Discrete variable: It is the variable that presents separations or
interruptions in the scale of values it can take.

10. PROJECT SCHEDULE

Below is a schedule as an initial approach, which involved the main activities for
the start-up of the company, taking into account the manufacture and marketing of
the same, being the activities of table 39, which will be taken into account for the
project development.

11. TYPE OF RESEARCH DESIGN

The dominant approach model will be used, because this study is developed under
the perspective of the quantitative approach, which prevails during the
investigation.

QUANTITATIVE RESEARCH “is a research methodology that seeks to quantify

data / information and, usually, applies a form of statistical analysis. It is defined as
a type of research that uses totally structured or formal methods, making a
questioning through mainly closed and concrete questions to explore and
understand the motivations and behaviors of individuals or groups of individuals. ”

To obtain the information a quantitative research design will be used because it

represents the possibility of studying properties and phenomena of a population in
a mathematical way and this way is established, formulated, strengthened and
reviewed an existing theory or behaviors.

This type of research will be used because through the collection of numerical data
obtained, a statistical analysis can be carried out, which will allow to establish
behavior patterns and generalize the results of the sample to make efficient
decisions.

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Through this type of research, perceptions, opinions and needs of young people
can be understood. Likewise, attitudes and behaviors can be identified and finally,
differences and similarities of different behaviors and experiences will be
established in order to generate specific responses regarding a topic.

The location of the products is managed and controlled by diagrams that illustrate
the product display, constant monitoring and a visual merchandising manual as a
practical guide, ensures implementation.

7. MARKETING TESTS

For our product we could use several market tests such as:

1. A small sales position strategically located according to our target audience could be
established in strategic cities and towns, where we sell the new product, and observe the
public's reception; At the same time, we measure the purchases made on the day to,
based on that, forecast the sales that we could obtain by having several sales points

3. Convene a group of people and and show quality to convince the client to experiment
with the new product, observe their reactions and behaviors before it, and then consult for
their impressions or opinions, and Ask them for their suggestions.

4.If we want to determine what price to put on a new product, we can introduce the product
in two similar sales points but located in distant places, and with two different prices, so
that, in this way, we can evaluate the effect on sales of each of the prices and thus know
which one is the most convenient.

When making a market test to evaluate the reception of a new product, we must bear in
mind that if the new product can be easily copied, competitors could quickly copy our idea,
and introduce the new product to the market before us.

The main advantage of using the market test technique is that it allows us to obtain
accurate information about the reactions or behavior of people to a particular product,
service, idea or advertising; while the disadvantage is that this technique uses a small
sample, so the results could not be generalized.

8. EXHIBITION PLAN EVALUATION TECHNIQUES

The exhibition seeks to be a program of visual, functional and emotional communication of

a product at the point of sale. The most important thing: turn the purchase into a true
experience, which generates an unforgettable moment for the customer and this results in
sales and profitability for the company.

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The display of our products is the conversion of features and benefits for the customer. A
good exhibition should consolidate the brands that are in the same category as the
others. The exhibition techniques seek to present the product in locations, forms and
dispositions that generate attraction. Therefore, the area of the point of sale in which it is
displayed, the place that the product has in the gondola, the height in which it was located,
the forms of opilation in which it is presented and the graphic and physical accessories
(display, displays, etc.) that are mounted, determine the greater or lesser sale that the
product will have. A good exhibition should avoid the disadvantageous comparison with
the competition, placing the own brands that must be protected at the center of our
block. A good exhibition must be accompanied by the corresponding POP material, without
reloading the gondola. Particularly recommended are the strapping, and price cards.

Objective of the exhibition

Bring customer attention to the product.

Foster customer loyalty towards the business.

Offer the product.

Provoke the act of purchase.

The exhibition of products is simply to give the viewer a visual sample of the brand without
this entailing a buying and selling process, although almost always after the exhibition is
Merchandising.

Consequence of the above, is the appearance of refills or refueling, which are people in
charge of always maintaining the display shelves with renewed products and in
impeccable condition. In fact, each point of sales is divided into areas, known and
tested, according to the levels of public circulation and the level of attention they have. If
we add to this the promotional techniques, consisting of pay one and take two, 50%
discount, suggestions and personal explanations, offers of gifts of greater quantity or of
attached products, advertising gifts, prize draws, etc., will result very difficult for the
consumer to escape temptation.

For these reasons, it is important to know and master these techniques, since otherwise
ample space is given to the competition. A web page must be designed with the clear
intention of positioning the brand. It is the great showcase that should strengthen the
identity of the business and motivate you to visit the interior space

CONCLUSIONS

Once the Integral New Products Development Process has been carried out, it allows us
to apply marketing tests to our products offered and improve their points of sale, in order to
determine the level of satisfaction and the response achieved in the public and the position
of Ecorcycle.

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1. Ingrese al objeto de aprendizaje The Market Thing: “KNOWING

MYTEAM”, ubicado en la actividad de Proyecto 21 Supervisar el
equipo de trabajo”. Observe el video tutorial contenido en la sección
“Let’s listen”, y escriba un párrafo de mínimo 10 líneas, expresando
las ideas principales contenidas en él.

The new way of working will allow employees not to attend meetings physically
but by means of chats or videoconferencing no matter where they are through
the mobile hardware. It will also allow companies to contact their colleagues
and customers in an easier way. This new way of working will drive the
company to be more competitive, because employees spend more time to visit
their customers, go to conferences or events. There will be systems that will be
able to verify and follow the employee's commitment, ethics and knowledge.
This environment will be created so that everyone can work and can be used by
anyone in the company, aiming to work faster and more effective. However,
when there is no connection this new form of work will be affected, but it is
expected that in future everyone will have the ability to be online and that the
data connection will appropriate mobile devices.

2. Descargue y lea los textos contenidos en la sección “Let’s read”.

Realice la actividad de comprensión lectora de la sección y tome
capturas de pantalla en cada pregunta, incluyendo el resultado final.
Agregue las capturas en el documento.

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3. Basado en la administración de recursos humanos, escriba una

presentación donde señale las políticas para su propio proyecto, con
el objetivo de promover un ambiente laboral adecuado en su
compañía.
 ECORCYCLE and its servers promote labor and personal growth,
organizational values, welfare and labor standards
 The company will promote good relationships, good treatment and
tolerance among employees through the implementation of
occupational health programs
 Use meetings to listen to workers ' ideas and results
 Motivating workers with positive messages and personal rewards

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COLLABORATIVE WORK

It is a learning system that seeks to provide spaces, in which the

development of individual and group skills occurs from the discussion and
socialization of topics, seeking the analysis and development of new
concepts, taking into account that these spaces are rich in possibilities for
group growth allowing each student to be responsible for their own learning.

This system is characterized by promoting positive interdependence,

interaction between people, individual and group contribution, personal and
group skills, solidarity and mutual respect, using virtual platforms such as
Blackboard Collaborate where communication takes place in real time,
through audio, whiteboard, chat and tools that allow you to view documents
and exchange ideas.
This whole system has the advantage of such important things as the
reduction of feelings of isolation and the fear of criticism and feedback, it
also exponentially increases the learning of each one because the learning
experience is enriched, the motivation for work individual and group, the
commitment of each one with everyone, closeness and interpersonal
relationships, satisfaction with one's own work, social skills, effective
interaction and communication, self-confidence, self-esteem and group
integration.
As an apprentice, I intend to use each tool to identify my shortcomings in
each of the aspects involved in this teaching process and begin to overcome
each one of them. From there, start a process of personal and group
improvement to be more attractive to the labor market and provide the
maximum of my knowledge for each task that is assigned to me.

1. Ingrese al objeto de aprendizaje The Market Thing: “KNOWING MYTEAM”,

ubicado en la actividad de Proyecto 21 Supervisar el equipo de trabajo”. Observe
el video tutorial contenido en la sección “Let’s listen”, y escriba un párrafo de
mínimo 10 líneas, expresando las ideas principales contenidas en él.

The new way of working will allow employees not to attend meetings physically but
by means of chats or videoconferencing no matter where they are through the
mobile hardware. It will also allow companies to contact their colleagues and

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customers in an easier way. This new way of working will drive the company to be
more competitive, because employees spend more time to visit their customers, go
to conferences or events. There will be systems that will be able to verify and
follow the employee's commitment, ethics and knowledge. This environment will be
created so that everyone can work and can be used by anyone in the company,
aiming to work faster and more effective. However, when there is no connection
this new form of work will be affected, but it is expected that in future everyone will
have the ability to be online and that the data connection will appropriate mobile
devices.
4. Basado en la administración de recursos humanos, escriba una
presentación donde señale las políticas para su propio proyecto, con
el objetivo de promover un ambiente laboral adecuado en su
compañía.
 ECORCYCLE and its servers promote labor and personal growth,
organizational values, welfare and labor standards
 The company will promote good relationships, good treatment and
tolerance among employees through the implementation of
occupational health programs
 Use meetings to listen to workers ' ideas and results
 Motivating workers with positive messages and personal rewards

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