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Fun Car

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CONTROL DE GESTIÓN

ENTREGA N°1: ESTRATEGIA

FunCar

Introducción

Fun Car es una empresa de servicios turísticos, orientada a turistas nacionales y extranjeros, presente en las ciudades de Viña del Mar y Valparaíso. Fun Car introduce un nuevo concepto de guía turístico virtual que permite a los clientes conocer las ciudades de forma divertida y flexible según la preferencia y el idioma que más le acomode a cada turista.

El modelo del negocio consiste en tener vehículos de tres ruedas, los cuales serán guiados por medio de un GPS especialmente configurado para la actividad del turismo en Viña de Mar y Valparaíso. Estos vehículos tendrán parlante instalados por dentro de tal manera que indiquen al conductor por donde recorrer en forma optima y que le cuente historias y anécdotas al cliente mientras pasa oír lugares importantes de la cuidad

Factores (o Variables) Claves de Éxito

* Financieros:
Crecimiento considerando un volumen de recorrido óptimo, teniendo en cuenta la estacionalidad de la demanda, es decir vendiendo el servicio mayormente en temporadas estivales.
Rentabilidad atractiva para el inversionista, que sea sustentable en el tiempo.

* Clientes:
Seguridad y Responsabilidad, que el grado de riesgo percibido por los clientes sea el mínimo. Que el cliente sienta que la empresa es responsable de cualquier perjuicio o evento que suceda en el servicio, ya que afecta la imagen de marca.

Satisfacción es la clave de la empresa, dado que buscan incrementar la probabilidad de que el cliente vuelva y también que promocione el servicio de boca en boca, a través de una gran flexibilidad en la oferta de recorridos, opciones de reservas y horarios de atención.

* Procesos Internos:
Control de Flota y Mantenimiento. Los vehículos son el mayor activo de la empresa se tiene que tener un gran control de su uso, depreciación y mantención para prever posibles fallas técnicas.

Excelencia y Calidad del Servicio. Como está en un segmento donde la calidad es valorada y se puede trasmitir este valor entre los clientes, es importante que desde el comienzo hasta el último contacto con el cliente siempre se perciba una atención personalizada y orientada al consumidor.

Logística Operacional, debe haber una integración perfecta entre las unidades de reserva, cobranza, seguridad y abastecimiento.

* Aprendizaje y Crecimiento
Es importante que las divisiones de la empresa estén en aprendizaje continuo de las mejores prácticas del mercado, de modo de tener un personal motivado a través del crecimiento profesional y de forma que se entregue un nivel cada vez mayor de satisfacción y experiencia al cliente.

Ventaja(s) Competitiva(s)

Diferenciación es la principal ventaja competitiva de la empresa, siendo innovador al poseer el primer vehículo adaptado para el turismo el cual posee un software informativo de los lugares a recorrer y además cuenta con tecnología GPS principalmente adaptada para Viña del Mar y Valparaíso.
Cabe destacar también que este servicio es pionero, ya que no existe en Chile como modelo de negocio y en la Latinoamérica es totalmente nuevo.
Además se diferencia de la oferta actual dentro de la industria del turismo, ya que entrega una mayor flexibilidad, privacidad y diversión al cliente. Por último, el servicio ofrecido es un servicio innovador que utiliza tecnologías existentes para adaptarlas y crear una nueva experiencia de turismo sin precedentes en la región.

Objetivos estratégicos

* Rentabilidad, recuperar la inversión inicial al menos al cuarto año de funcionamiento y alcanzar un EBITDA de un 30% en el mediano y largo plazo.

* Crecimiento, desde el segundo año de operación obtener un crecimiento anual de 20%.

* Internacionalización, expandir el modelo de negocio a ciudades de Latinoamérica donde se puedan traspasar las ventajas y fortalezas del negocio.

* Imagen, en primera etapa darse a conocer como el líder en recorridos turísticos dentro de Valparaíso y Viña del Mar, para luego en una segunda etapa ser el actor principal en Mar del Plata

* Calidad, excelencia en mantener los altos estándares para satisfacer a los clientes antes, durante y después de la venta.

Estrategia para alcanzar los objetivos

* Software informativo, es clave que el contenido del software sea atractivo y geo-referenciado, para ello se contratara a un historiador de perfil joven preferentemente de la zona de operación de la empresa. El cual tendrá la misión de hacer el recorrido divertido.

* Recorridos propuestos, en la búsqueda de una experiencia única este punto es vital y por ello, el recorrido estará basado en; puntos turísticos claves, necesidad y gustos como también el tiempo disponible del cliente.

* Sistema de flota, se contratara a la empresa Sitrack Chile (GPS), la cual cuenta con una vasta experiencia en el mercado, utilizando su plataforma online para visualizar el recorrido de todos los vehículos cuando estén activos en la ruta. También nos ayudara a llevar un registro del uso de los vehículos a través del tiempo.

* Logística de reserva. Existen tres métodos para poder hacer la reserva, puede ser directamente en el local, a través del número telefónico, o si se prefiere, a través de la página de internet de la empresa

* Plan de Merchandising, se busca obtener fuentes de ingreso adicional al core del negocio, para ello se ofrecen al cliente productos con el logotipo de la empresa, como por ejemplo; poleras, tazones, llaveros y jockeys. Otro objetivo de esta estrategia de marketing es hacer publicidad y ganar clientes a través del método “boca a boca”.

ANALISIS FODA

Análisis Externo. A continuación se realizará un análisis de los principales factores externos que presenta el negocio como factores de carácter político, legal, social y tecnológico.

Oportunidades:

En cuanto a las oportunidades podemos decir que el clima de económico en chile favorece en gran medida al éxito del negocio.

Políticamente y desde ya hace mucho tiempo en chile se viven tiempos de tranquilidad y estabilidad política. Los gobiernos en los últimos años han intentado promover el turismo en el país sobre todo en la quinta región (Viña, Valparaíso), haciendo esta zona la capital del turismo en el país. Por otro lado Valparaíso fue nombrada recientemente patrimonio de la humanidad despertando el interés de turistas nacionales e internacionales en conocer la zona.
Desde el punto de vista legal, En chile el negocio del turismo está regido por el sernatur que ofrece sellos de calidad a las empresas que cumplan con requisitos de calidad. Además promueve el turismo en el país premiando y subsidiando a nuevas empresas sobre todo aquellas que son innovadoras y entretenidas. Las regulaciones de la ley del tránsito permiten que cualquier persona con carnet de manejar vigente circule por las calles de la quinta región, por lo que no existirán demasiadas barreras para que los clientes puedan utilizar el servicio.

El buen momento de la economía Chilena está permitiendo que más personas viajen dentro del país, debido a un aumento en los salarios, siendo Valparaíso y Viña uno de los destinos preferidos de los chilenos. Por otro lado la estabilidad económica ha despertado en los turistas extranjeros un mayor interés en conocer el país. Además hoy en día es muy fácil y rápido llegar a Viña del Mar desde las principales ciudades, recordemos que se encuentra tan solo a una hora y media de Santiago.

Por último, la tecnología en el país está comenzando a desarrollarse, no existen empresas en el rubro que se dediquen a este servicio virtual. La oportunidad está en aplicar una tecnología ya existente y personalizarla para el negocio. La tecnología no está completamente desarrollada en el país por lo que pude presentar una gran ventaja en el negocio.

Amenazas:

Desde el punto de vista político no vemos una amenaza muy grande, los cambios de gobierno no han producido diferencias en las estrategias de fomento de turismo y por lo tanto creemos que independientemente del sector político que gobierne las intenciones de mejorar el turismo se van a mantener.

Desde el punto de vista económico se cree que chile continuará creciendo en los próximos años por lo que tampoco representa una principal amenaza. Ahora si tomamos en cuenta la crisis europea podemos decir que ciertamente podrá provocar un descenso en los turistas de esa zona del mundo.

La principal amenaza viene dada por la crisis económica de Argentina. Si tenemos en cuenta que más del 80% de los veraneantes de Viña del Mar vienen de Argentina, podemos concluir que si la situación no mejora o más bien si sigue empeorando, se disminuirá significativamente la cantidad de posibles veraneantes en Viña, sobre todo por la diferencia del tipo de cambio.

Desde el punto de vista tecnológico, la principal amenazas viene dada por la inexperiencia en los sistemas de rastreo. Si bien la tecnología no es nueva y se sabe que funciona bien, tenemos experiencias negativas como el transantiago, que fracasó completamente. Como país no estamos acostumbrados a manejar este tipo de tecnologías, sobre todo los posibles clientes.

Análisis Interno. A continuación analizaremos los principales factores internos del negocio.

Fortalezas:

Las principales fortalezas del negocio vienen dadas por la innovación.
Ésta nueva forma de hacer turismo permitirá reducir costos en personal y hacer de un paseo turístico una experiencia entretenida y personalizada según las características del cliente.

En primer lugar el hecho de que no existan competidores que ofrezcan el mismo servicio da a la empresa una ventaja competitiva por sobre las demás empresas del rubro.

Usa la tecnología de punta en control de activos (Vehículos) para así poder ser eficientes en costos como por ejemplo en bencina. Además la eficiencia permitirá que los clientes demoren menos en sus trayectos o que personalicen sus viajes según intereses y gustos. El hecho de contar con un software que pueda contar historias o anécdotas de los distintos lugares permitirá tener una ventaja competitiva en cuanto a los costos de remuneración de personal, en otras palabras la empresa, a diferencia de sus competidores, no tendrá que pagarle a guías turísticos. Por otro lado el mismo software puede ser programado en 6 idiomas diferentes lo que permitirá llegar a clientes de distintas nacionalidades si tener que contratar traductores o guías extranjeros.

Ahora bien, la empresa introduce en el mercado del turismo un nuevo concepto de entretenimiento, inexistente tanto en Chile como en Latinoamérica, lo que hace que la experiencia de conocer una ciudad sea mucho más entretenida, didáctica y personalizada.

Debilidades:

La principal debilidad de la empresa son los costos asociados al diseño del software y pago por externalizar el programa GPS a Sitrack Chile. Esto sin duda requerirá de una gran inversión que por lo demás sus competidores no deben incurrir en estas plataformas.

Otra debilidad importante es la gran inversión que representa comprar 12 vehículos compatibles con los sistemas de información requeridos. Son vehículos de alta tecnología y que solo tienen capacidad para dos personas. En cambio la competencia compra furgones o buses y puede en un viaje vender varios servicios de turismo.

El tránsito en Viña del Mar, sobre todo en el verano es muy lento y puede ser un problema para los clientes a la hora de tomar la decisión de contratar o no el servicio. Además de carnet de manejar el cliente deberá contratar distintos seguros que hará más engorroso el proceso previo a la venta del servicio, lo que puede generar molestias en algunos clientes. Por otro lado no todos los clientes conocen las leyes del tránsito en chile por lo que se deberán ofrecer algunas capacitaciones a turistas extranjeros para evitar posible problemas.

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