SENA – CENTRO DE GESTIÓN DE MERCADOS, LOGÍSTICA Y TECNOLOGÍAS TECNOLOGÍAS DE LA INFORMACIÓN
DISEÑO DE UN PRODUCTO O SERVICIO
TECNOLOGO EN GESTION DE MERCADOS
1565130 Pree!"#$% &%r' N#"#()# A!$re# M#r*! S#!$r# P#"r)+)# S#!$%#( D#-#!# Tre (#+)% I.! R%$r)/% S#%-# S)r(e- M#r+e(2- er!.!$e4
Pree!"#$% #'
Adriana Astaiza Villamuez
26 de junio de 2018
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TABLA DE CONTENIDO
1 P%r"#$# P%r"#$# 7 7 7 E(#%r#+)8! E(#%r#+)8! $e (# 2)+# 2)+# "9+!)+# "9+!)+# $e( &r%$:+"% &r%$:+"% % er)+)% er)+)% 3 3 3 E(#%r#+)8! $e( &r%"%")&% ;
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ase 1! Ela"ora#i$n de la %i#&a t'#ni#a del (rodu#to o ser)i#io Nom"re del (rodu#to* rutas + Verduras Or,-ni#as .ar#a* /uerta almerea! Com(osi#i$n* rutas + Verduras Or,-ni#as A(ar A(arie ien# n#ia ia + Olor Olor** Na Natu tura rall a %rut %rutas as + Cara#tersti#as )erduras T'#ni#as + Em(a3ue* Caja de Cart$n Or,anol'(ti#as del Eti3ueta* a(el (rodu#to! En)ase* Cart$n! Em"alaje* .adera! Dimensiones* 40#m540#m540#m resenta#i$n* E#ol$,i#a! Cantidad* 2 7nidades! Vida til* 14 das! In%orma#i$n Adi#ional* rodu#to 1009 Or,-ni#o!
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A:E 2! ELABO;ACI:e (% >:e :e(e )<+"#r e (% >:e e!"r# &%r (# )"#, e <#r+#r (# $)2ere!+)# # r")r $e (% (% >:e # # )<+"#r #( +()e!"e P#r# e<&e4#r e"# 2#e e "%<# e! +:e!"# (# &%))()$#$ $e e/:)r +%! e( &r%"%")&% #!"er)%r e $e+)r e "%<# !:e#:e e# +%(%r)$% &:e re&ree!"#<% :!# r"e $e( +#<&%, )! $e?#r # :! (#$% (# r"e e+%(8/)+# >:e "#<)9! "#<)9! #+e r"e !% %(% &%r (# +%!+)e!+)# >:e e e". "%<#!$% %- e! $*# )!% "#<)9! $e +:)$#r (# ")err# >:e e (# >:e !% &r%$:+e (% #():e $e &(.")+%, "e!$r*#<% 7 &r%(e<#' 1 L# &%+# &%+# %! &%+% &%+% )%$e/r#$# )%$e/r#$#(e@ (e@ e $e<%r#! $e<%r#! e! $e/r#$#r $e/r#$#re e 7 S: 2(e))() 2(e))()$#$ $#$ &:e$e &:e$e e&%!er e&%!er (% &r%$:+"% &r%$:+"% # #(/B! #(/B! /%(&e /%(&e >:e &:e$e &:e$e #+er >:e e $#e! % &r%$:+)r #%re #<#r/% &%r (# (#+er#+)%!e L% +%(%re >:e <. ((#<#! (# #"e!+)8! $e (% +%!:<)$%re %!' R%?% Ver$e A<#r)((% M%r#$% E! e( &r%-e+"% $%!$e e e&%!e! &r%$:+"% %r/.!)+% r# : +%:e #(#<% $e :!# )<&%r"#!"e +%<% (% e e( +#<&% (# ")err#, "r# #+er &re/:!"# &e>:e# # #(/:!% &r%&e+"% $e +()e!"e e $e2)!e >:e e &re+)% :")()4#r (% +%(%re r%?%, er$e, #<#r)((% >:e e :e &er<)" &er<)"# # er er e( &r%$:+"% >:e e( +()e!"e e". re+))e!$% : 2%r<# - : &)/:e >:e er. :#$% r# +%
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Se "%<# e! +:e!"# r# e( &r%"%")&% (% )/:)e!"e <#"er)#(e' T)?er# Re/(# C#r":()!# C%(%re L.&)4 Se ((e ((e#r #r. . # +#% +#% (# e(# e(#%r %r#+ #+)8 )8! ! $e :!# :!# +#?# +#?# e+ e+# # e! +#r" +#r":( :()! )!# # $e 2%r< 2%r<# # re+"#!/:(#r +%! e( 2)! $e "e!er :!# 2%r<# +8<%$# $e "r#!&%r"#r e( &r%$:+"% e! e((# - #* 2#+)()"#r e( e!*% % "r#!&%r"e $e( &r%$:+"% )! :2r)r #(/B! $#% E )<&%r"#!"e $e2)!)r $e2)!)r - $e"#((#r $e"#((#r e"e e<>:e &%r>:e !:e"r% &r%$:+"% &:e$e! er $e()+#$% $e()+#$% #(/B! /%(&e % (# +%!+e!"r#+)8! $e +#(%r &:e$e #2e+"#r (# +#()$#$ - #%r $e( &r%$:+"% &:e e :! &r%$:+"% $e r.&)$% +%!:<% #+)e!$% :!# )!e")/#+)8! $e (% e<>:e <. :#$% e( <#"er)#( >:e <. e :")()4# e e( &(.")+%, &er% e! !:e"r% +#% e"#<% ((e#!$% # +#% :! &r%-e+"% $e$e (# r"e %r/#!)+# e &%r e% >:e e &e!8 $e$e :! &r)!+)&)% >:e e( <#"er)#( $e (# +#?# e! :! <#r+% re#( er. +%! <#"er)#(e <#"er)#(e )%$e/r#$#(e )%$e/r#$#(e r# %"e!er %"e!er <. +%!2)#!4# e!"re !:e"r% +()e!"e #- $)2ere!"e 2%r<# $e %"e!er (# r"e )%$e/r#$#(e %- e $*# e # "r##?#$% +%! e( +.#<% +%<% r"e !e+e#r)# r# +re#r +#?# )%$e/r#$#(e >:e !% #2e+"e! e( :e >:e &er?:$)+#! (% %+9#!% - #e, e# e (# +%!+)e!")4#+)8! >:e e >:)ere ((e#r # +#% r# !% er )!+%ere!"e )!+%ere!"e +%! (% >:e e e". &r%&%!)e!$% &r%&%!)e!$% &:e !% ##<% e! &r%$:+"% %r/.!)+% - e( e<>:e >:e e :!# r"e 2:!$#:e 2%:e (# re&ree!"#+)8! $e !:e"r% (%/% e e( +#<&% e #! "%<#$% (% +%(%re' er$e, r%?%, #<#r)((% e!"re %"r% r# ((#<#r (# #"e!+)8! $e( +()e!"e - >:e e $e?e e$:+)r &%r (% +%(%re +%<&r#!$% :! &r%$:+"% %r/.!)+% - ((e#!$% # : e4 e! e( $)e% e( !%<re >:e e # e+%/)$% r# )<&:(#r (% &r%$:+"% e! e(
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Constru##i$n del (rototi(o a (artir de un "o#eto
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;ealizar las (rue"as de mer#ado L% #&e+"% e#(:#$% &%r (# %+)e$#$ +%!:<)$%r# >:e )er%! (# +#?# <%"r#r%! )!"er9 e! e( #&e+"% )! e<#r/% e e!2%+#r%! e! >:e e (e $ee! +%(%+#r <. +%(%re r# "er<)!#r $e )<+"#r O"r% $e (# +%# >:e e $ee! +%rre/)r e >:e e )4% &%r )/)e!e :!# +#?# +err#$# &er% >:e er*# :e!% #/re/#r #( :e re&)re e( &r%$ &r%$:+ :+"% "% +%<% +%<% e :! &r%$ &r%$:+ :+"% "% >:e >:e $ee $ee &er< &er<#! #!e+ e+er er 2re 2re+% +% - e+% e+% &:e$ &:e$e e "r#!&)r#r - e! ee +#% &%$r*# e"r%&e#r (# +#?# )e!$% e&:e"% # /%(&e - +#*$# !% &re)"# >:e $##r*#! (# +#()$#$ $e( &r%$:+"% E! (# &r:e# >:e e )+)er%! (# &er%!# >:e r")+)r%! +%:e (e #+*# 2#("# <. +%(%r # (# &ree!"#+)8!, "#<)9! >:e e )+)er# <. !%"%r)# (# )!"e!+)8! $e (# +#?# e $e+)r, >:e ) !:e"r% &r%$:+"% e ##! e! (% %r/.!)+% - (% >:e #<% # %2re+er %2re+er %! e(e:e e e". %2re+)e!$%, &%r e% e (e #&()+#r%! <. <. +%!"e!)$% $e +%(%re )% e re#("8 %re "%$% e( +%(%r er$e - r%?% E( +%(%r er$e re&ree!"# (# r"e #/r*+%(# +%<)!#$# +%! (% %r/.!)+% - (# r"e r%?# >:e e (e #/re/% e e( #<%r >:e (e +%(%+#<% #( &r%-e+"% e! e( <%:e e"##! )e! r# +%(%+#r e( +%!"e!)$%, e! ee $e"#((e !% e )+)er%! <%$)2)+#+)%!e Ela"ora#i$n del "o#eto %inal del (rototi(o
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&r%$:+"% e +%(%+#r%! <. +%(%re %re "%$% e( r%?% - er$e e! <. +#!")$#$ r# "e!er 7 +%(%re #(:)% >:e re&ree!"e! e( &r%$:+"% Se )4% :! e((% +%! (# )!)+)#(e $e( !%<re (% >:e e &:e$e )<&%!er e! e( :e e# :!# +#r#+"er*")+# re&ree!"#")# $e( &r%$:+"% >:e e >:)ere +%:e (% #+e ((#<#")% e! # (% %?% $e (% +%!:<)$%re
A:E >! C;EACI
C#r#+"er*")+#' N% $)2ere!+)#<% &%r <%"r#r e( %r)/e! e! : <#r+# e( +:#( re2(e?# $e $%!$e )e!e! !:e"r% &r%$:+"% !#":r#(,- >:e #( ((#<#r(% :er"# #+e re+%r$#+)8! #( +:)$#$% $e !:e"r# ")err#, e( #<%r , - (# )8! +%<% e &rer# r# (# )e<r# $e &(#!"#, er$:r#, (e/:<re, .r%(e 2r:"#(e, e!"re %"r% F.+)( $e (eer, re+%r$#r re+%!%+er - e( e(%/#! re2(e?# (# :e"# e( +%(%r)$% er$e $e !:e"r% +:(")%, e( +:#( e!))()4# #( +%!:<% $e &r%$:+"% !#":r#(e, e+% +%! <#!% $e( +#<&% - e( r%?% re2(e?# e( #<%r (# )8! +%! >:e e "r##?#
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E! C%(%<)# (# <#r+# $ee e"#r re/)"r#$# #!"e (# :&ere!"e!$*# 2)!#!+)er# $e )!$:"r)# - +%:)e!e #+e! :! e":$)% r# er)2)+#r >:e !% e e". #+)e!$% :! $e 2#%re+)<)e!"% +%:e &er$:re &er$:re e! e( ")e<&% ")e<&% P:e$e re2(e?# re2(e?#rr (% #(%re $e (# e<&re#, &:e$e +%!"e!er $)2ere!"e e(e:e >:e $)")!/:)r. (# <#r+# - +(#)2)+#r(% e/B! (# +(#)2)+#+)8! N)4# 3 Re#()4#r Re#()4#r (# B>:e$# B>:e$# $e #!"e+e$e!"e #!"e+e$e!"e <#r+#r)% <#r+#r)%' ' r# er)2)+#r er)2)+#r ) e)"e! e)"e! re/)"r#$# % %()+)"#$# +%! #!"er)%r)$#$ <#r+# )/:#(e % re+)$# % e:e &:e$# %"#+:()4#r e( re/)"r% $e : <#r+# ; E( /% $e (# "## "## %2)+)#(' %2)+)#(' (% "r.<)"e "r.<)"e #!"e (# :&er)!"e! :&er)!"e!$e!+)# $e!+)# %! %! er)+)% er)+)% >:e +%<r"# :! #(%r ((#<#$% "## L# "## %! B!)+# E $e+)r >:e :"e$ %(% (# "e!$r. >:e /#r :!# %(# e4' #( <%:e #$e(#!"#, (% +:#(e )!+(:-e! "%$# (# )!2%r<#+)8! - $%+::e e $ee #&%r"#r PROCEDIMIENTO PARA EL REGISTRO'
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ESTRATEGIAS DE PROMOCIHN, PULICIDAD Y VENTAS E( :er"% P#(<#re%, $)"r):)r. :! &(e/#(e +%! (# )!2%r<#+)8! $e (# e<&re#, %2re+)e!$% e( er)+)% # : +()e!"e e )!2%r<.!$%(e # (# +%<:!)$#$ $e >:e #re<% &ree!+)# e! (# (%+#()$#$, r# (# &r%<%+)8! $e &r%$:+")% !#":r#(e
ase * CA;ACTE;I@ACI:e #r. )!+:r)8! e! e(
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De#rr%((#r #++)%!e $e :e &er<)"# :e &er<)"# #(#!+#r (# &r%<%+)8!, &:()+)$#$ - &%(*")+# $e &re+)% I<&(e:e &er<)"# er)2)+#r (% ##!+e (%/r#$% e! (# 2#e $e )!"r%$:++)8!
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!2!1!1 Estrate,ias Internas E#(:#r e( )"e<# $e re+%<&e!# )!"er!# - e"er!#, r# &(#!"e#r :!
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2%r< 2%r<:( :(#+ #+)8 )8! ! $e #++) #++)%! %!e e e!+#< e!+#<)! )!#$ #$# # #+) #+)# # e(
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L# e"r#"e/)# e e!2%+#! # #-:$#r (# &9r$)$# $e r")+)+)8! >:e e( &r%$:+"% # #$>:)r)e!$% e! e(
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ase 4* .ONITO;EO DEL CICLO DE VIDA DEL ;OD7CTO O :E;VICIO a! Da Dato tos s ,ener ,eneral ales es
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M#$:re4' :!# e4 er)2)+#$% (% e/:e %! $e<#)#$% &e>:e%, -# >:e e( +%!:<% $e %r"#()4# - &r%$:+"% %r/.!)+%, /e!er# :")()$#$e :")()$#$e +:#!$% : &r%$:++)8! e #("# - #( )/:#( >:e : +%!:<%, +%!:<%, -# >:e : e"#$% $e $e+%<&%)+)8! e <. r.&)$% #( :)ere >:e e :")()+e! re2r)/er#$% r# $#r(e <. +%!er#+)8! - e #(#r/:e : )$# B")(, r# &%$er <#!"e!er e"e :)ere /e!er#r e"r#"e/)# $e e!"# >:e &er<)"#! >:e e <#!"e!/# e( &r%$:+"% &%)+)%!#$%, +:<&()<)e!"% +%! (# e!"re/# e! (% ")e<&% e")&:(#$% De+#$e!+)#' De+#$e!+)#' e &:e$e &ree!"#r # !e+e)$#$ !e+e)$#$ $e #$>:)r)r <#>:)!#r)# <#>:)!#r)# #/r*+%(#, #/r*+%(#, >:e ree<&(#+e e( 2#+"%r :<#!%, &%r "e+!%(%/*# >:e /e!er# <. &r%$:++)8! e!
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