Modelo de negocio para la fabricación y comercialización de una crema cosmética de alivio muscular con enfoque sensorial en la ciudad de Bogotá

Abstract

The objective of this project is to develop a business model for the manufacture and marketing of a muscle relief cosmetic cream focused on sensory input in the city of Bogotá, in order to evaluate its technical, economic, and commercial viability. To this end, production engineering tools were applied, leading to a comprehensive analysis of the market environment, the production process, and the financial performance of the venture. The market study revealed a potential demand for everyday body care products, especially among economically active individuals seeking practical and affordable alternatives for personal care. Based on these results, the target customer profile, the most appropriate distribution channels, and the product attributes most valued by consumers were established. From a technical standpoint, a semi-industrial production process was designed based on a semi-automatic production line and a plant layout oriented towards facilitating the flow of operations and quality control. An organizational structure was also achieved that aligns with the initial needs of the project. The financial analysis demonstrated the viability of the venture, showing a competitive unit cost, an achievable break-even point, and a projected return on investment in the first years of operation.