http://hdl.handle.net/123456789/2370 Esta es la comunidad de Biblioteca 2026-08-03T15:54:40Z http://hdl.handle.net/123456789/16828 Estudio de factibilidad técnico y económico-financiero respecto a la implementación de una línea de producción de leche de soja al estilo asiático en el mercado local argentino El presente Proyecto Final de Ingeniería evalúa la factibilidad técnica y económico-financiera de implementar una línea de producción industrial de leche de soja al estilo asiático en el mercado argentino, considerando un horizonte de evaluación de cinco años. El estudio surge a partir del crecimiento sostenido del consumo de bebidas vegetales, impulsado por cambios en los hábitos alimenticios, el aumento de la intolerancia a la lactosa y la búsqueda de alternativas más saludables y naturales. El producto analizado se diferencia de las bebidas de soja actualmente disponibles en el mercado local por su elaboración a partir de soja integral, mayor contenido proteico, ausencia de conservantes artificiales y un perfil sensorial más cercano al tradicional asiático. Esta diferenciación permite posicionarlo como una alternativa innovadora dentro del segmento plant-based, actualmente dominado por formulaciones industrializadas adaptadas al paladar occidental. El estudio de mercado define un mercado total compuesto por la población urbana mayor a 5 años, un mercado potencial concentrado en clases medias y altas, y un mercado meta vinculado a consumidores con estilos de vida saludables y afinidad por bebidas vegetales. Para el primer año se adopta una tasa de penetración conservadora del 2%, con crecimiento progresivo hasta alcanzar un 10% en el quinto año. Bajo estos supuestos, se proyecta una demanda que crece desde aproximadamente 488.000 litros anuales en el año 1 hasta más de 2,28 millones de litros en el año 5, evidenciando un mercado en expansión. 2025-01-01T00:00:00Z http://hdl.handle.net/123456789/16827 A Global Communication Plan for PepsiCo This research undertakes a comprehensive examination of PepsiCo through micro-, meso-, and macro-environmental analytical frameworks in order to elucidate the strategic dynamics governing its beverages and convenient foods divisions. The findings identify a substantive reputational vulnerability: while the company’s product brands achieve considerable market visibility, the corporate voice remains intermittent and predominantly reactive. Furthermore, there is a discernible deficiency in its presence within regional media ecosystems and in its engagement with legislative and municipal stakeholders. Such limitations constrain the corporation’s capacity to consolidate reputational capital, cultivate sustained stakeholder trust, and anticipate regulatory developments with potential implications for its long-term strategic positioning. 2025-01-01T00:00:00Z http://hdl.handle.net/123456789/16824 A Global Communication Plan for L'Oréal L’Oréal Groupe is a global beauty leader operating in a highly dynamic and competitive market. This project conducts a comprehensive analysis of the company, examining its mission, values, internal structure, and corporate culture, as well as its competitive positioning across France, the United States, and Argentina. Through an in depth study of the micro, meso, and macro environments, a key communication issue is identified. The project concludes with the development of a strategic global communication plan designed to address this issue effectively. 2025-01-01T00:00:00Z http://hdl.handle.net/123456789/16823 A Global Communication Plan for Inditex This thesis investigates Zara’s communication strategy in the Argentine market, building on the exploratory research conducted during the first semester of the year. That initial phase focused on mapping Zara’s publics, analysing their perceptions, and identifying key communication gaps, particularly in relation to the company´s positioning. The findings revealed significant opportunities for improvement, especially in terms of connecting with local publics through culturally relevant narratives and transparent practices. The current phase advances from diagnosis to proposal, developing strategies and actions aimed at strengthening Zara’s communication in Argentina with a special emphasis on sustainability. Although sustainability is increasingly central in global fashion discourses, it remains underdeveloped in Zara’s local communication efforts, limiting the company´s resonance in a market where awareness and demand for responsible practices are rising. At this stage of the thesis, based on an extensive analysis of the publics of government, media, community, internal, and suppliers in Argentina, we defined a problem statement within each one that we will work on this semester, addressing them with different objectives, strategies, tactics, etc. 2025-01-01T00:00:00Z