MOBILIARIO DE LOS LLANOS

JIMMY ALEJANDRO ZAMBRANO LOPEZ

HEIDY MILADY VELASQUEZ BAYONA

DIANA MARCELA VELOZA NUÑEZ

MARIA ALEJANDRA PISCO PARRADO

MARCELA CASTRO RAMIREZ

MELBA LUCIA MORENO VALDERRAMA

UNIVERSITY OF LLANOS

FACULTY OF HUMAN SCIENCE AND EDUCATION

LANGUAJE CENTER-ENGLISH MODULE 4

BUSINES ADMINISTRATION

VILLAVICENCIO-META

2020
TABLA DE CONTENIDO

Pág

ABSTRACT………………………………………………………………………………
INTRODUCTION..........................................................................................................3
OBJECTIVES................................................................................................................5
JUSTIFICATION...........................................................................................................6
METHODOLOGY.........................................................................................................7

METHODOLOGICAL DESIGN.....................................................................................9
METHODS……………………………………………………………………………………
12
THEORETICAL FRAMEWORK……………………………………………………………
15
7. MARKET DEVELOPMENT STRATEGY 17

8. MARKET SEGMENTATION……………………………………………………………18

9.TABULATION…………………………………………………………………………19.

10. CONCLUSION………………………………………………………………………….21

11. REFERENCES………………………………………………………………………….22
ABSTRACT

The present work it is done for the purpose to determine the viability of the company
Mobiliario de los llanos, in Villavicencio meta is a company that currently is
dedicated to the design and marketing of furniture for the home and commercial
establishments, it is a business model that works practically on social networks like
Instagram, Facebook and by physical catalogue. On the other hand. It is will use the
research through the implementation of surveys. in addition to this we obtained as a
result that the frequency with the that buy furniture is annual.Besides, what they buy
most are mirrors decorative. Indeed, the client average would be willing payable
between 650,000 and 850,000.
 INTRODUCTION

Len ceria de los llanos is a company that is currently dedicated to the design and
marketing of furniture for the home and commercial establishments, it is a business
model that works practically on social networks such as Instagram, Facebook and by
physical catalog, it was created in July of the year 2018 in the city of Villavicencio -
Meta, this company was born with the motivation to satisfy a customer segment with
the need to buy designer furniture, obtain personalized attention and follow-up in all
processes, from design to delivery of the final product.

It is possible to conclude that there is a need in the segment of clients that are
hairdressers, which has a high frequency of purchase annually, among the products
they acquire most are decorative mirrors with led light, so it becomes a target group
of attractive clients. and which can be satisfied.
 OBJECTIVES

1.1 GENERAL OBJECTIVE:

● To determine the viability of the company Lencería de los llanos, for the
market in the city of Villavicencio Meta.

3.2 SPECIFIC OBJETIVES:

● To characterize which is the segment of potential clients of the Company

Lencería de los llanos.
● To create market development strategies for the Company Lencería de los
llanos.
● To analyze what type of product is selling more on the market
● Being competitive in the market through a pricing strategy that helps us meet the
needs of consumers in a personalized way, obtaining a positive impact within it in
different market segments.
The preparation of this work helped us identify the aspects to improve and enhance
the strengths of the company in order to have continuous improvement in the
different areas covered by the lingerie company of the plains, also to identify the
possible markets to reach, through the English course, we were able to identify the
wishes of the company, its past situation, and future situation or to come, through
these times to observe the company at its different moments and meet the needs
according to the changing environment
 JUSTIFICATION

Due to the increase in demand in the Colombian market during 2017 and 2018 of
6%, the idea of the company Lingerie de los Llanos in the city of Villavicencio arises
in order to meet the requirements of customers according to their tastes and needs,
adopting mechanisms that allow designing and selling quality products through an
analysis of the requirements of each client.

It should be noted that, in the city of Villavicencio, although it is true, there are
several businesses dedicated to this activity being direct competitors such as home
furniture, furniture, the back house and others, the project will be successful based
on the application of Marketing strategies that achieve attention, interest, desire and
promote the acquisition of what is offered.

HYPOTHESIS

We hope that, with the following investigation, we will be able to recognize which
type of company acquires more furniture for its operation, how often they buy, which
product is purchased more to determine which is our star product and the price
range to determine how much companies invest in furniture.
We also hope to identify strategies that we can use to strengthen the Plains
Furniture Company.
 METHODOLOGY

Type of study
Exploratory research is going to be used, through the application of surveys. This
research will give us quantitative data that allows us to have an overview of the
problem.
For the investigative process, conclusive research, which will allow us to make
decisions regarding research, will be used to formulate a business plan. [ CITATION
Que20 \l 3082 ].

Type of investigation.

Quantitative research is one in which quantitative data on variables is collected and

analyzed. Qualitative research prevents quantification. Qualitative researchers make
narrative records of phenomena that are studied using techniques such as
participant observation and unstructured interviews. The fundamental difference
between both methodologies is the quantitative studied, the association or
relationship between quantified and qualitative variables does so in structural and
situational contexts. Qualitative research tries to identify the deep nature of realities,
their system of relationships, their dynamic structure. Quantitative research tries to
determine the strength of association or correlation between variables, the
generalization and objectification of the results through a sample to make inference
to a population from which all samples come. After studying the association or
correlation, it aims, in turn, to make a causal inference that explains why things do or
do not happen in a certain way.
Authors: Pita Fernández, S., Pértegas Díaz, S., Unit of Clinical Epidemiology and
Biostatistics. Juan Canalejo Hospital-University Complex. A Coruña (Spain) Cad
Aten Primaria 2002; 9: 76-78.
In this way, it became necessary to wait several centuries, until the Middle Ages, for
the social, cultural, and mental conditions, among others, to be created, in which
later, the different approaches and developments that from today would be framed.
they can name and inscribe as "qualitative" and "quantitative" perspectives.
Therefore, it is important to highlight its background. In this regard, Mendoza (2006)
refers to the fact that quantitative methods emerged in the eighteenth and nineteenth
centuries, as elements within capitalism, to analyze social and economic conflicts as
a complex whole.

Scientific research, from the quantitative point of view, is a systematic and orderly
process that is carried out following certain steps. You plan an investigation consists
of projecting the work with a logical decision structure and with a strategy that guides
the obtaining of adequate answers to the proposed research problems.
Following polit and hungler (1994-58-64), a synthesis of the main steps that are
followed when planning and carrying out an investigation is presented below, starting
from the selection of a topic to the presentation and dissemination of the results. It
does so with the purpose of obtaining a global vision of the quantitative research
process in its phases and stages, which must then be addressed in greater depth
and detail in the case of opting for this methodological perspective. P. 20-21
Quantitative and qualitative research methodology teaching guide. Carlos Arturo
monk Álvarez (2011).
According to the above, it can be affirmed that under the quantitative approach, the
relationship between theory, research and reality is based on the coincidence
between the researcher's perception of reality reflected in a hypothesis and reality as
a phenomenon so that a theory is approved. The quantitative version then has as a
principle the adoption of a logical criterion, that is, between the premises and the
conclusions a narrow set of regulated relationships is constituted, such that to go
from the first to the second, one will only have to follow their stipulations. (P. 28)
Journal of Social Sciences (Cr) ISSN: 0482-5276 revista.cs@ucr.ac.cr University of
Costa Rica Costa Rica.

Information sources.
Primary source
POLL
 A survey will be carried out to collect information in which it is planned to evaluate
the degree of acceptance of furniture in the city of Villavicencio.

The surveys will be analyzed and the socioeconomic stratum will be classified,
each time furniture and other variables are acquired in order to determine the degree
of acceptance of furniture in the city of Villavicencio.

Secondary source

A survey is used, which tabulates the information to perform a conclusive

methodology to make decisions.

Sample and population

SAMPLE CALCULATOR
ERROR RANGE
10%
CONFIDENCE LEVEL
95%
POPULATION SIZE
40

MARGIN: 10%
CONFIDENCE LEVEL: 95%
POPULATION 40
SAMPLE SIZE: 29

METHODOLOGICAL DESIGN

First Second Third

Information
Type of study:
sources:
Explorative Primary source:
Primary
Investigation Do survey
Secondary
Type of study:
Descriptive
Investigation
Fourth Fifth Sixth

Secondary
Tabulation Identify
source:
Analyze strategies.
Investigation
information
consults.

METHODS
Materials used for this oral presentation in English is (video maker, scribe)

DIALOGUE VIDEO ORDER

INTRODUCTION- ALEJANDRA PISCO
OBJECTIVES-MILADY
JUSTIFICATION-MARCELA CASTRO
THEORETICAL FRAMEWORK-MARCELA VELOZA
METHODOLOGY-ALEJANDRA PISCO
GRAPHICS AND RESULTS-ALEJANDRO ZAMBRANO
CONCLUSION- MARCELA CASTRO

ALEJANDRA PISCO INTRODUCCION AUDIO 1 :

Lenceria de los llanos is a company that is currently dedicated to the design and
marketing of furniture for the home and commercial establishments, it is a business
model that works practically on social networks such as Instagram, Facebook and by
physical catalog, it was created in July of the year 2018 in the city of Villavicencio –
Meta
MILADY VELASQUEZ OBJECTIVES:
Determine the viability of the company lingerie of the plains in the market, of the city
of villavicencio in order to know what the segment of potential customers is, creating
market development strategie.

MARCELA CASTRO JUSTIFICATION:

Due to market demand the furniture en Colombian ,evidence the studies realized by
FENALCO, show an increase of 6 % for the years 2017 and 2018.
Taking into account this variable is created the company Mobiliario de los Llanos,
reason by which, its economic activity is the design and marketing of furniture for the
home and commercial establishments, located in the city of villavicencio, to cover the
furniture market in different styles, designs and techniques forthe Llanos Orientales
of Colombian .in addition,It is an opportunity to contribute to the generation of
employment and regional development .

MARCELA VELOZA THEORETICAL FRAMEWORK:

In the ancient age on the subject were located geographically in Europe, mainly in
Greece that by then manifested the comfort of man through design, while in Egypt
were throne chairs, benches, beds and chests and today we know technical
materials and designs of manufacture of this furniture.
this idea arises from the search for an interaction of objects and subjects so that they
can be touched and transformed by time
ALEJANDRA PISCO METHODOLOGY:
Exploratory research is going to be used, through the application of surveys. This
research will give us quantitative data that allows us to have an overview of the
problem.
For the investigative process, conclusive research, which will allow us to make
decisions regarding research, will be used to formulate a business plan.
ALEJANDRO ZAMBRANO GRAPHICS AND RESULTS:

RESULTS
 MARCELA CASTRO CONCLUSIONS:
It is important apply competitive strategiesfor keep on the market .Not only ,It is
relevant maintain innovative designs that satisfy the needs of the customers
.Moreover, we must make use of social networks and physical catalogs to offer the
products.On the other hand.The Furniture are very demanded product by
commercial establishments, hairdressers, barber shops, beauty centers.
This work served to apply the knowledge acquired in the formation process.
Besides,we learned
that the grammatical structures or times verbs are not always used in the same way.
 THEORETICAL FRAMEWORK

Likewise, the relevant references during the Ancient Age on the subject are located
geographically in Europe, mainly in Greece, which by then manifested the comfort of man
through his designs, while, in Egypt, “chairs, thrones, benches were found, beds and coffers,
which today we know techniques, materials and designs used in the manufacture of this
furniture. Luxurious, made of acacia and cedar wood, inlaid with ebony and ivory, tapestries
of rich fabrics and decorated with bright and striking colors ” (D'europe, 2019)

Therefore, “In the middle of the 19th century, eclecticism and historicism styles prevailed,
which took elements of the previous styles in a singular way, which we call Isabelinos and
Victorians, in the second half of the century there is a Arts & Carfts movement led by
William Morris, this movement wanted to return to artisanal traditions of the Middle Ages
where the detriment of imitation work by machines”. (Historia del arte, s.f)
At the end of this period, the straight-cut type furniture was presented, which encouraged the
creation of new designs.

On the other hand, One of the important characteristics of avant-garde furniture is the
virtue they have over the use of spaces, their designs are simple, clear and clean, avoid being
composed of heavy elements but they are also basic and functional furniture. "This idea arises
from seeking an interaction of objects and subjects, so that they can be touched, transformed
and participated in" (El Tiempo, 2019)

Finally, the furniture and designs; “They have their own cabinetmaking to be able to
supervise the elaboration of each article, the rest is the adaptation of lights and distances so
that the environment generates its own language. According to this, the market is very
narrow. ” (Repositorio U catolica, s.f)

MARKET DEVELOPMENT STRATEGY

Business Strategy
 According to Fred Nichols , (Nichols , 2015) he says that the competitive strategy “is the
complex network of thoughts, ideas, experiences, objectives, expertise, memories,
perceptions and expectations that provide a general guide to take specific actions in the
search for particular purposes”

The company's business strategy will be differentiation providing the customer with
personalized attention where the customer can choose as they like their furniture from a
variety of designs, whether they are already made or on request, offering guarantee and
quality furniture.

Growth Strategy

In order to increase the growth of the company, it is necessary to reach customer loyalty,
quality and innovative furniture must be offered, at affordable prices in this way the volume
of sales with the company can be increased.

Competition Strategy

It is important to apply strategies to compete in the market of home furniture and

commercial establishments, such as always being fashionable with innovative designs in this
way will attract a greater number of potential customers to meet their tastes and preferences.

Operating Strategy

That all employees of the company are committed to it, that is to say that they all go in the
same direction to fulfill the objectives, teamwork is essential and that the staff is continually
trained.

Competitiveness Strategy

Each period must be carried out the maintenance and updating of social networks, and the
appropriate catalogs for each sector this may cover more unmet demand.

MARKET SEGMENTATION

In order to target the market will take the following variables:

Geographic Variables
It is important to point out this variable since the company will be located in the city of
Villavicencio.

Demographic Variables
Here the level of income of potential clients will be taken into account.

Psychographic Variables
It is the classification of the market by Psychographic constants, such as personality,
motivations and lifestyles.
 TABULATION

29 Companies surveyed

The graph shows that our potential customers are hairdressers.

The graph shows that the frequency with which they buy furniture is annual
The graph shows that what they buy most often are decorative mirrors.

The graph shows that the average customer would be willing to pay between 650,000 and
850,000.
CONCLUSION

Wooden furniture is a products in high demand for commercial establishments, they want
their stores to be always organized and presentable for customers, they are also potential
customers because they are buying more frequently during the year.

In the results we can observe that one of our potential clients are the hairdressers,
barbershops, beauty centers. Since for decades decoration has been an important guideline to
determine exclusivity. Beauty industries invest big money in furniture for business since it is
an investment that is recovered in the short term, this generates loyalty to their clients

It was possible to determine that commercial establishments seek to buy furniture in a

range of price between $ 650,000 and $ 850,000, being an excellent investment by the client
for lingerie from the plains since their products are in that price category.

It is important apply competitive strategiesfor keep on the market .Not only ,It is relevant
maintain innovative designs that satisfy the needs of the customers .Moreover, we must make
use of social networks and physical catalogs to offer the products.On the other hand.The
Furniture are very demanded product by commercial establishments, hairdressers, barber
shops, beauty centers.
This work served to apply the knowledge acquired in the formation process. Besides,we
learned
that the grammatical structures or times verbs are not always used in the same way.
 REFERENCES

Asesoria económica y marketing. (2009). Asesoria económica y marketing. Recuperado el 29

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