PLANIFICACIÓN ESTRATÉGICA POLLOS A LA BRASA “LA GLORIA” “El verdadero pollo al carbón”.
INDICE ................................................................................................ ........... .... 1 ANTECEDENTES ..................................................................................... ........................................................................................................ .............................. ........ 2 MISIÓN..........................................................................
VISIÓN............................................................................................... ......... ........ 2 ..................................................................................... ........ ......... ......... ... 3 OBJETIVOS .............................................................................
.................................... ......................... ......................... ........................ ........................ ........................ ............................ ................ 3 OBJETIVO GENERAL .-........................ OBJETIVOS ESPECÍFICOS .-....................... .................................... ......................... ........................ ........................ .............................................. .................................. 3 ................................................................................................ ................ 4 ANALISIS EXTERNO ................................................................................
F ACTOR POLÍTICO.-........................ .................................... ........................ ......................... ......................... ........................ .................................. ...................... ........ 4 F ACTOR ECONÓMICO .-........................ .................................... ........................ ......................... ......................... .................................................. ...................................... 4 F ACTOR SOCIO CULTURAL.-....................... .................................... ......................... ........................ ........................ ........................ ......................... ..................... ........ 4 ..................................... ........................ ........................ ......................... ......................... ........................ ....................... ........... 4 F ACTOR TECNOLÓGICO.-......................... ........................................................................................ ......... ......... . 5 FACTOR INTERNO...............................................................................
DEMANDA DE MERCADO.-....................... ................................... ......................... ......................... ........................ ........................ .................................... ........................ 5 M ARKETING.-....................... ................................... ......................... ......................... ........................ ........................ ........................ ......................... ............................5 ...............5 ..................................... ......................... ........................ ................................................ .................................... 5 ORGANIZACIÓN DE LA EMPRESA.-........................
TABULACIÓN E INTERPRETACIÓN DE ENCUESTAS .........................................................6 ESTADÍSTICOS........................ .................................... ......................... ......................... ........................ ........................ ................................................. ..................................... 6 ¿POR QUÉ PREFIERE CONSUMIR EN POLLOS A LA BRASA "LA GLORIA"? GLORIA"?................................7 INTERPRETACIÓN. ....................... ................................... ......................... ......................... ........................ ........................ ..................................... ......................... 7 ¿CON QUE FRECUENCIA COMPRA UD. POLLOS A LA BRASA "LA GLORIA"?..............................8 INTERPRETACIÓN. ....................... ................................... ......................... ......................... ........................ ........................ ..................................... ......................... 8 ¿EN CUANTO A LA COMPETENCIA EISTENTE ES?....................... ................................... ......................... .............................. .................9 9 INTERPRETACIÓN. ....................... ................................... ......................... ......................... ........................ ........................ ..................................... ......................... 9 ..................................... ......................... ........................ ........................ .................. ...... 10 ¿EN QUE CANTIDAD COMPRA POLLOS?........................ INTERPRETACIÓN. ....................... ................................... ......................... ......................... ........................ ........................ ................................... ....................... 10 ¿QUE SE DEBERIA MEJORAR EN POLLOS P OLLOS A LA BRASA "LA GLORIA"? GLORIA"?....................................11 INTERPRETACIÓN. ....................... ................................... ......................... ......................... ........................ ........................ ................................... ....................... 11 ¿QUE VALORA MAS UD. EN POLLOS A LA BRASA "LA GLORIA"?.............................................12 INTERPRETACIÓN. ....................... ................................... ......................... ......................... ........................ ........................ ................................... ....................... 1
PLANEACION Y ANALISIS FODA ...............................................................................13 FORTALEZAS......................... ..................................... ........................ ........................ ......................... ......................... ........................ ........................ ..................... ......... 13 OPORTUNIDADES........................ ..................................... ......................... ........................ ........................ ........................ ......................... ........................... .............. 13 ................................... ........................ ......................... ......................... ........................ .............................................. .................................. 14 DEBILIDADES....................... AMENAZAS....................... .................................... ......................... ........................ ........................ ........................ ......................... ......................... ......................... ............. 14 .............................................................................................. ....................... 15 PESO DEL IMPACTO IMPACTO ....................................................................... ........................................................................................... .......... ......... . 18 ESTRATEGIAS................................................................................. ANEXOS....................................................................................... ANEXOS............. .......................................................................... ......... ......... .. 20
ENCUESTA........................ .................................... ......................... ......................... ........................ ........................ ........................ ..................................... ......................... 21
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MISIÓN B$+,1&$ &' @/8'+)# !, ($9+)+# 1 )&'+1&1; ,# (#'# #7$)+,1# !, 8!, @$#1!)# (+,# &28+, 1&,1# !,& 6)', &,)+:,; (+,1# !,& @#''$<& 3! )!2@'& '&( 6@)&+9&( 1' )'+,; 2#1$,# = &)#1#$; @#$ !, 8!, @$)+#.
VISIÓN D#2+,&$ ' 2$)&1# 1 9,& 1 @#''#( & '& 8$&(&; & $&9( 1 '& (&+(7&))+:, 1' )'+,; ''&,1# & ($ '& @#''$<& ,/2$# , ,!($& (@)+&'+1&1 "P#''#( & '& 8$&(&"; )#,3!+(&,1# ' 2$)&1# '#)&'; #1# (# $(@&'1&1# @#$ '& )#,+,!& +,,#9&)+:,; )&'+1&1 1' @$#1!)# = 8!, ($9+)+#.
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OBJETIVOS Objetivo Gene!"#$ C#,#)$ '&( )!&'+1&1( = 6+,)+&( 1 '#( )'+,( = 7!!$#( )'+,( 1 P#''$<& L& G'#$+&
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I1,+7+)&$ '&( ,)(+1&1( = (!$,)+&( 1 '#( )'+,( &' 2#2,# 1 +,$(&$ & ,!($# '#)&'.
C#,#)$ ' ($9+)+# 3! 8$+,1&2#( = &1)!&$'#( & '& ,)(+1&1 1 ,!($#( )'+,(.
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ANALISIS EXTERNO F!'to Po"(ti'o#$ D,$# 1 !,& 1 '&( @#'<+)&( 3! $+ , ,!($# @&<( @&$& @#1$ 7!,)+#,&$ !, ,#)+# ( (&8') ' @&# 1 +2@!(#( &' SRI; ( @!1 ($ ' RUC # RISE 1@,1+,1# 1 '#( +,$(#( 3! #8,& ' ,#)+# &,!&'2,; @!( , ,!($# )&(# )#2# (#2#( !,& @3!5# ,#)+# &@'+)&$2#( ' @&# 1' RISE 3! ( !, ,!9# $+2, 1 +,)#$@#$&)+:, 9#'!,&$+&; $2@'&& ' @&# 1' IVA = 1' I2@!(# & '& R,& & $&9( 1 )!#&( 2,(!&'( = +, @#$ #8# 2#$&$ '& )!'!$& $+8!&$+& , ' @&<(.
F!'to E'on*+i'o#$ E' ,#)+# 1 !,& @#''$<& ( (,(+8' &' @$)+# @#$ '# )!&' ( 18$0 ($ 2!= )&!# &' 2#2,# 1 17+,+$ !, 9&'#$ &' ($9+)+#; @#$ '# 3! 182#( #2&$ , )!,& '& (&8+'+1&1 )#,:2+)& 1 ,!($# @&<( = &(< )#2# &' '& +,7'&)+:, 3! ( ,$& 2,(!&'2,. T#1#( (#( 7&)#$( (&$0, +,7'!=,1# , ' @$)+#; ' )!&' 1 &)!$1# & '& +,+)+&+9& 1 ,!($# ,#)+# ( 8$+,1&$& @$)+#( ):2#1#( = ($9+)+#( 1 &)!$1# &' 8#'(+''# 1' )'+,.
F!'to So'io C,"t,!"#$ G+$:, ( !, C&,:, 3! !&$1& 2!)*& )!'!$& = $&1+)+:,; $'&)+#,&1& )#, )$,)+&( = )#(!28$(; (#8$ #1# , ' ()#$ &($#,:2+)#; !,# 1 ''#( ( ' $&1+)+#,&' C!= = P#''# &(&1# &)#2@&5&1# )#, @&@&( = 2#; @#$ '# 3! , ,!($# '#)&' ( (0 9,1+,1# (#( 63!+(+#( @'&#( )#, ' 9$1&1$# '2& 1 ($ *)*#( H &' )&$8:,; @!( &(< ( #8,1$0 '& &)#+1& 1 !$+(&( = , @$#@+& 1 '& #,& 3! ' !(& ( @'&+''# <@+)# 1 ,!($&( #,&( = (#8$ #1# 1 '& S+$$& E)!&#$+&,&.
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FACTOR INTERNO De+!n.! .e +e'!.o#$ D &)!$1# & '& 12&,1& 1 2$)&1# ( '#)&' ( ,)!,$& !8+)&1# , '& @&,&2$+)&,& (!$ K2 ()#$ '& G'#$+&; ( ,#)+# (0 1(+,&1# @&$& )!8$+$ '& 12&,1& 1 9&$+#( ()#$( )#2# ' ),$# )&,#,&' 1 G+$:, = (! &'$11#$(; !$+(&( 3! 9+&&, &' ()#$ L& C*#$$$&; C&(& 1 L#( T$&&1#(; L&!,& 1 B!&; = (#8$ #1# , (& 9<& )#,1!) &' 2!= @#@!'&$ ()#$ 1 >!,!+''&; @!( ' ,#)+# ( )#,)!$$+1# @#$ #1# +@# 1 @$(#,&(; =& 3! 9+&&, & (#( ()#$(; @#$ ,1 '& 12&,1& ( 2!= &'& '& 12&,1& = '& @$#=))+:, ( #8,$ '& 2&=#$ )&,+1&1 @#(+8' 1 )'+,(.
M!/etin-#$ P&$& @#1$ ''&$ & 3! ( )!2@'&, ,!($&( 2&( '# +2@#$&, ($<& !, 8!, 2&$+,; $&'+&,1# @$#2#)+#,(; = @!8'+)+1&1 3! +2@&) & '#( )'+,(; )#2# @!1, ($ 21+&, '& $&1+#; *#&( 9#'&,( = @$#2#)+#,( @#$ $)#2,1&)+:, 1 )'+,(. >& 3! @#12#( &@$#9)*&$ ' '!&$ 3! (0 !8+)&1# ' '#)&'; @#$ ($ !,& #,& 1 2!)*# $07+)# 9*+)!'&$ '# )!&' ( @!1 &@$#9)*&$ & 1+7$,)+& 1 #$#( '#)&'( 3! ( ,)!,$&, , ' ),$# )&,#,&'.
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ANEXOS
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ENCUESTA E%ti+!.o '"iente e" +otivo .e "! &e%ente en',e%t! e% &!! +e.i e" -!.o .e %!ti%)!''i*n < %,-een'i!% !'i! n,e%to "o'!"; "o ?,e -ene!! i.e!% &!! !ten.e"e .e "! +ejo +!ne! < 'o+o ,%te. %e "o +ee'e# 7#$ 1Po ?, &e)iee 'on%,+i en Po""o% ! "! b!%! L! G"oi!5 &. P#$ (! &,)+:, &2&8' 8. P#$ '& )&'+1&1 1 (!( @#''#( ). P#$ @$)+#( 8&#(
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GRACIAS POR SU ATENCION
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