Estudio y Segmentacion Del Mercado de Chocotejas

EST UDIO DE

UNIVERSIDAD NACIONAL DE TUMBES FACULT ACULTAD DE CIENCAS CI ENCAS ECONOMICAS ESCUELA DE ADMINISTRACION ADMINISTRACION

MER CAD O CHO

“AÑO DE LA DIVERSIFICACIÓN PRODUCTIVA Y DEL FORTALECIMIENTO COT DE LA EDUCACIÓN" EJER IA CUFI

 TEMA: T ESTUDIO DE MERCADO - CHOCOTEJERIA “COUFIT” ASIGNATURA: ESTRATEGIAS Y POLITICAS EMPRESARIALES DOCENTE: GARAVITO CRIOLLO RICHARD CICLO: V ESTUDIANTE:    

DAVILA FEIJOO, OLGA CHUNGA TINEDO, FLOR FLORES MOGOLLON NAITHY PAIVA GONZALES, NATHALY

 TUMBES- PERÚ 20!

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EST UDIO DE MER CAD O CHO COT EJER IA CUFI T

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EST UDIO DE MER

INTRODUCCION

CAD O CHO

E& ()COT *+((&( +'.'/ ( *+((&'+# )' ()'.+'1%& 3( 4& *)'& 3( 5'+6(%&$ *'+'EJER )' 171(/(+8' CHOCOTEJAS “COUFIT” (& () 14') 3('++))'+(5 )' IA (+'($%' *'+' 5(/+' 3() 5%59 CUFI T

S( 3%('+' *)'&( (+';$%1 *'+' () )$+ 3( 4 ./(%< = 5(' *)'&('3', ( *)'&( *4(3(& (+ ' 1+, 5(3%'& = )'+$ *)'>, ($?& )' '5*)%43 = 5'$&%43 3( )' (5*+('9  T'5.%;& ( %5*+'&( (')'+ @4( )' (5*+(' 3(.( *+(1%'+ 1& ('1%43 = 14%3'3 )' 5%%& @4( <' ' +($%+ ' )' (5*+(', )' 5%%& ( 4&3'5(&'), =' @4( (' +(*+((&' )' 4&1%&( *(+'%<' @4( <' ' (/(14'+ (& () 5(+1'3 = <' ' 45%&%+'+ ' ) 1&45%3+(9

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EST

CHOCOTEJERIA“COUFIT ” UDIO DE

MER CAD O

CHO COT

EJER IA CUFI T

GENERALIDADES Razón comercial:

C71(/(+%' “C4” Rc:

 022 U!icación:

 C'))( R' L*(> 20  S'& J4'& 3( )' V%+$(& - T45.( Giro "el ne#ocio:

C71(/(+%' “C4” ( 4&' *(@4(' (5*+(' @4( ( (&1'+$' 3( +(1(+ *+341 ' )' 154&%3'3 45.(%&'9 T%(&( 4& *(+%3 3( +( 5(( (& () 5(+1'3 .+%&3'&3 *+341 ' )' 154&%3'3 T45.(%&'9

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EST UDIO DE MER CAD O CHO

RESU$EN EJECUTI%O

COT

L' C71(/(+%' “C4” 3(3( 4 %&%1% 14(&' 1& 4&' 1'+(+' 3( 1)%(&( EJER IA ('.)(1%3', = '1%)%3'3 *'+' .(&(+ ) %&45 *'+' )' *+(*'+'1%& 3( ) CUFI *+341 @4( +(1( = *+ 4 $+'& *'+%1%*'1%& 1& )' '5%)%'+%>'1%& 1& T () 1)%(&(9 O+(1%(&3 4& *+341 3( 1')%3'3 1&'&>' = <'+%(3'3, “PEDIDOS VIA TELEFONICA-EB” 1& *(+&') ()(1 @4( 1&%%+# (& )' (&+($' ' 35%1%)% 3 ( ' 4& *+(1% 53(+'3 1& )' 1&'&>' 3( )' <(&' ' $+'& (1')' (& 4& 5(+1'3 3( *1' 15*((&1%'9 N4(+' (+' & 3'+# )' <(&'/' +(1%(&3 5# *+ () 5%5 *+(1% @4( &4(+ *+%&1%*') 15*(%3+, C71(/(+%' “M%6=T(/'”9 C5 ./(%< *+%&1%*')( 3( &4(+ *)'& 3( 5'+6(%&$ (&(5 )$+'+ 4&' *'+%1%*'1%& ')' (& () 5(+1'39 C& 4&' <(&' ' $+'& (1')' 3( &4(+ *+341 = *%1%&'&3 3(.%3'5(&( )' 1')%3'3 3( &4(+ (+<%1%, ( & 3'+# 1&'&>' *'+' ($4%+ 1+(1%(&3 15 (5*+(' 15*(%3+' @4( 59 U&' <(> '*)%1'3 (( *)'& 3( 5'+6(%&$ 5'&(&3+(5 4& 1&+) *(+5'&(&( 3() 5%5 15*'+'&3 ) (*(+'3 1& ) +(')%>'3, *'+' @4( &4(+ *)'& ( 5'&(&$' 3(&+ 3( ) *'+#5(+ *+(-('.)(1%3, 1& () & 3( )$+'+ () ;% (& () 3('++)) 3( )' '1%<%3'3( 3() C71(/(+%' “C4”9

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EST UDIO DE MER CAD O CHO COT EJER

%ISI&N:

L$+'+IA')1'&>'+ () *%1%&'5%(& (& () 5(+1'3 = (+ )83(+( (& () CUFI 1&45 3( 171)'(, & *+=(1'5 15 4&' (5*+(' 3( $+'&3( T 5(' = +( (& 4& 44+9 P'+' ( & (+>'+(5 *+ 14%3'+ 1'3' 3('))( = ($4%+ 5%&41%'5(&( () 15*+'5%(& 3() 5(+1'3 *'+' *3(+ )$+'+ () ;% 3(('39

$ISI&N:

D(5+'+ ' ) 1&45%3+( @4( 3 ( *%.)(, @4( &4(+' (5*+(' +(1( 4&' $'5' 3( *+341 @4( *4(3(& (+ 1&45%3 1& ') 1&'.%)%3'3, =' @4( & (&+(&'5 38' ' 38' ' 4& 5(+1'3 (%$(&( (& 3&3( 7'= @4( '%'1(+ 1'3' &(1(%3'3 = ( '))8 3&3( '14'5, ) @4( () 1&45%3+ @4%(+( = &+ ) 7'1(5 +(')%3'39

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AN'LISIS SITUACIONAL E(TERNO EST UDIO FACTORES ECONOMICOS DE MER a"*i+i,i-o )o"er CAD O %&$+( 5&('+% ( 5'&%(&( %$4'), *(+ '45(&' () &%<() 3( S% () CHO *+(1%, () *3(+ '3@4%%%< 3( ') %&$+( .'/'9 L' %&'1%& & %5*)%1' COT %(5*+( EJER 4& *3(+ '3@4%%%< @4( 1'( 1& +(*(1 ') %&$+( +(') 3( 4& IA 5%5, *4( () %&$+( 5&('+% 3( 4& *4(3( '45(&'+ 5# +#*%3 CUFI @4( )' %&'1%&9 T

FACTORES SOCIOCULTURALES: Ga+,ronom.a • • • •

E) A&(11 E) D4)1( 3( $+())' E) A&( *'*'=' P(17%17( Fe+,i-i"a"e+

S(5'&' T4+8%1' 3( T45.(  O14.+( (17' 5<%.)( P+<%&1%' 3(  T45.(, 3%+% 3( T45.(9 D4+'&( (' (' ( +$'&%>'& 3%<(+' '1%<%3'3( 14)4+')( = 3( *+51%& 4+8%1'9 F)4/ 3( T4+%'

F4(&(: S%(5' E'38%1 3( T4+%5  SET  MINCETUR E)'.+'1%&: D%+(11%& DNDTVMTMINCETUR

3(

D('++))

3()

P+341

T4+8%1-

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FACTORES LEGALES EST

UDIOcom/e,encia Li!re DE

MER  T3' (5*+(' @4( 15*%( (& 14')@4%(+ (1+ (1&5%1, *(( 4&' CAD (+'($%'  15*(%%<' = *'+' ( 3(.( '.(+ 15 )' (5*+(' <' ' O 15*(%+, 14#)( 3(.(& (+ 4 ./(%<, = @4; *)8%1' (+#& &(1('+%' CHO COT')1'&>'+ ')( ./(%<9 L' ((&1%' 3( )' +54)'1%& 3( (' *'+' EJER (+'($%' 15*(%%<' +'3%1' (& +()'1%&'+ ' )' (5*+(' 1& 4 5(3% IA '5.%(&(9 CUFI T

C& +(*(1 ' )' 15*(%%<%3'3 +($%&') = (& () 5(+1'3 %&(+& ( *4(3( 3(1%+ @4( & ( %(&( @4( '1+%1'+ 4&' *'+' )$+'+ )' +', *4( ( %$&%1'+8' ' &%<() 5'1+(1&5%1 @4( *'+' @4( 1+(>1' )' (1&58' (& )' +($%&9 E& (' *(+*(1%<', )' 5%1+ = *(@4(' (5*+(' @4( & 5# 15*(%%<' (& () 5(+1'3 %&(+&, (+#& )' @4( (&(& 5# 1'*'1%3'3 *'+' 15*(%+9 P'+' @4( (' 1'*'1%3'3 ( 1&<%(+' (& +(')%3'3 ( +(@4%(+( 3( )' 4(+>' = (4(+> 3( )' (5*+(' = 3( 4& 5'1+ '5.%(&( '<+'.)(9

FACTORES TECNOLOGICOS Ne-a+ ,ecnolo#.a+

E& () *+1( 3( 3%'$&%1 (1&)$%1, ( 7' '&')%>'3 15 4&' +$'&%>'1%& 3(.( $(%&'+ () +(14+ (1&)$%1 (&%(&3 *+((&( () ('3 3( )' (1&)$8' @4( *(( = )' *%.)( (%(&1%' 3( +' (1&)$8' 15*(%3+' *%.)(5(&( 4*(+%+(9 C& ()) ( 3(&(& 4 ./(%< (+';$%1 = ( ()'.+' () *)'& 3( '14'1%& (1&)$%1'9 U&' <(> @4( 3((+5%&'3' 4&%3'3( +$'&%>'%<' 7'='& '3*'3 )' (1&)$8' (& 14(%&, *4(3( 15(&>'+ 4& *+1( 3( 3%4%& %&(+&' 3( )' (1&)$8' 7'' ')1'&>'+ ') 1&/4& 3( 4&%3'3( = *(+&' @4( 3(.(& 1&1(+)'9

AN'LISIS DE LAS FUER0AS CO$)ETITI%AS

Clien,e+

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L 1)%(&( @4( 5# +(14+(& ' &4(+ (+<%1% *(+(&(1 (& ' )' EST 1)'( 3( %&$+( 5(3%-') = ')9 UDIO DE

E& &4(+' 1'+(+' 3( 1)%(&( ( (&14(&+' %&1)4%3' *(+&' 3( 3' )' MER (3'3( CAD= @4( (&$'& 4& $4 *+ ) 34)1( (& (*(1%') )' 171(/'9 O

N ) CHO '%( ' &4(+ &($1% )' 1)%(&()' 45.(%&', %& '3(5#, COT 4+%', @4%(&( 5'=+5(&( *(+(&(1(& ') <(1%& *'8 3() 1)%(&( EJER E14'3+, @4( 34+'&( 4 <%%' (& &4(+ 3(*'+'5(& 3( T45.(, IA +(14++(& CUFI' &4(+ )1')9 T

E& ) 5(( 3( (.+(+, 5'=, /4&%, /4)% = 3%1%(5.+( & ) 5(( (& @4( () @4( &4(+' 171(/(+%' “COUFIT” ( 54= )%1%'39 )ro-ee"ore+

C5 ( *4(3( .(+<'+ (& () %$4%(&( 14'3+, ) *+<((3+( 1& ) @4( ( &($1%'& & ) %$4%(&(, & *1, *(+ ()) 14(&'& 1& )' 5'=+ *'+( 3( ) *+341 @4( +(@4(+%5 *'+' &4(+ (+<%1%9 )RO%EEDOR  Abarrotería- Mi Rositatumbes Distribuidores de  productos de relleno” El chino”

Tienda de Repostería “Maria” Costa Gas

INSU$O 1UE OFRECE

C71)'( B%(+9 M'&/'+ P(1'&' C1 R'))'3 M'&8 P'' G5%' +9 M)3( G'

Com/e,encia

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)rinci/ale+ Com/e,encia+ 2razón comercial3

EST UDIO DE

M%6=T(/' C71 T(&'1%& B5.)( C71(/' M4(

•

MER

•

CAD

•

O

•

CHO

•

 T(&'7%&

COT S+,i,,o+ EJER

O+ IA&($1% 3(3%1'3 ' )' <(&' 3( 171)'(, @4( +(>1'& 4&' ')(+&'%<' 3%(+(&( ' ) @4( .+%&3' )' (5*+(', =' (' (& ) *+341  CUFI (& () (+<%1% T AN'LISIS SITUACIONAL INTERNO $ar4e,in# $i5 )ro"c,o 6 Ser-icio

L' C71(/(+%' “C4” B+%&3' 4&' '(&1%& *(+&')%>'3' 5(3%'&( ) 3%+%.4%3+( 1% @4( & ) @4( %(&(& +()'1%& 3%+(1' 1& ) 1)%(&( 34+'&( () (+<%1%, 3'& ') 1)%(&( 4& <')+ '$+($'3 (& )' '(&1%& '*'+( 3( )' .4(&' 1')%3'3 3( 4 *+341, = *'+' &')%>'+ )' '5'.%)%3'3 = +(*( 1& )' @4( +''& ' ) 1)%(&( ( 1&'&( (& () (+<%1%9 L *+341 @4( +(1( )' 171(/(+%' “C4”, & ) %$4%(&(: Principal producto

CHOCOTEJAS CON DIFERENTES TI)OS DE RELLENO •

C71(/' +())(&' 3( P''

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C71(/' +())(&' 3( 11 +'))'3 C71(/' +())(&' 3( +& 1& *''

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C71(/' +())(&' 3( 5'&8 C71(/' +())(&' 3( 5'&8 = *'' C71(/' +())(&' 3( $5%'

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C71(/' +())(&' 3( *(1'&' C71(/' +())(&' 3( 11 +'))'3 = *'' C71(/' +())(&' 3( 5'&/'+

 Lo+ /ro"c,o+ *e ,ienen m7+ aco#i"a +on:

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C71(/' +())(&' 3( *(1'&'

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C71(/' +())(&' 3( 11 +'))'3 = *''

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C71(/' +())(&' 3( 11 +'))'3

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C71(/' +())(&' 3( $5%'

COT EJER •

C71(/' +())(&' 3( +& 1& *''

IA

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CUFI T

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C71(/' +())(&' 3( 5'&8

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C71(/' +())(&' 3( 5'&/'+

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C71(/' +())(&' 3( 5'&8 = *''

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C71(/' +())(&' 3( P''

)recio

L *+341 @4( )' 171(/(+%' “COUFIT” O+(1( (#& 3(%&'3 ' 4& (1+ *.)'1%&') @4( 14(&( 1& +(14+ *'+' *3(+ '%'1(+ 4 &(1(%3'3( 4*(+4', =' @4( 4 *+(1% (#& +()'1%&'3 1& )' ')' 1')%3'3 3( ( *+341 '3(5# ) *+(1% & (1)4%< = ') ')1'&1( 3( 3, & )' 1'+'1(+8%1' 1& )' @4( %3(&%1'& ' (' (5*+('9 P'+' 3((+5%&'+ () *+(1% 3( ) *+341 @4( +(1( )' 171(/(+%' C4, )' (5*+(' %(&( (& 14(&' () %$4%(&( 5;3: D((+5%&' ) 1 3( 1'3' 171(/' *'+' '8, ' (( 1 )( '45(&' 4& 5'+$(& 3( $'&'&1%'9 )RECIO9 COSTO DEL )RODUCTO $ARGEN DE GANANCIA

S%& (5.'+$ &+ +(15(&3'5 *'+' )' '%$&'1%& 3( *+(1% 4& 5;3 5417 5# 15*)(/ = 15*)( () 14') *4(3' '.'+1'+ 3 ) $' (& ) @4( %&14++( )' (5*+('9 )RECIOS DE LAS CHOCOTEJERIA “COUFIT”

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C71(/' +())(&' 3( 900 UDIO C71(/' +())(&' 3( 11 +'))'3 = *'' DE C71(/' +())(&' 3( 11 +'))'3 MER C71(/' +())(&' 3( $5%' CAD C71(/' +())(&' 3( +& 1& *'' O C71(/' +())(&' 3( 5'&8 CHO C71(/' +())(&' 3( 5'&/'+ COT C71(/' +())(&' 3( 5'&8 = *'' EJER C71(/' +())(&' 3( P'' EST

IA

*(1'&' 900 900 900 900 900 900 900 900

CUFI T

Di+,ri!ción

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Con+mi"or Final

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MER CAD

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E& 4 *+341 <'+%(3'3 T%* 3( 171(/' 1& 3%(+(&( +())(&

 

IA CUFI

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E& 4 *+341 <'+%(3'3 T%* 3( 171(/' 1& 3%(+(&( +())(& P4.)%1%3'3 %&%41%&') E& 4 %&+'(+414+', '5.%(&( = () .4(& (+<%1% @4( ( .+%&3' 1')%3'3 ,)%5*%(>' = <')+

$ar4e,in# Relacional

A@48 (&1&+'5 @4( (& () ('3% )' +()'1%& ( 3' 3( 5'&(+' 1+( (&+( () (5*+('+% = () 1)%(&(9 P+('&3 4&' (*(1%') '(&1%& ' )' *(+&' @4( '3@4%(+(& *+ *+%5(+' <(> () *+341 = ' ) 1)%(&( 7'.%4')(9 F%3()%>'5 ' &4(+ 1)%(&( *(&1%')( '$+($'&3 4& (+<%1% 3()%<(+= = 5'&(&%(&3 4&' 154&%1'1%& 1& &4(+ 1)%(&(9 $erc8an"i+in#

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3( 3%( (& )' 171(/', 1& +5' 3( 1+'>&(,

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E&<)4+' 1& 3%( = 1)+( ))'5'%<9

CAD O

E'CHO '1%<%3'3( ( +(')%>'& 1& () ./(%< 3( (%54)'+ () 1&45 = COT +(1+3'1%& 3() (+<%1% +(1%39 EJER IA CUFI"e Di+,ri!ción F.+ica 2Lo#.+,ica "e En,ra"a = Lo#.+,ica "e Ni-ele+ T

+ali"a3 Lo#.+,ica "e En,ra"a:

E5*%(>' 1& () +' 1& ) *+<((3+( (&+( ()): •

L' A.'++(+8' M% R%', @4( ) '.'(1( (& 3' 1)'( 3( 171)'( .%(+ = 5'/'+9

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L' D%+%.4%3+' 3( *+341 3( +())(& “E) C7%&”, @4( ) '.'(1( 1& *+341 3( +())(& 15 *(1'&', 5'&8, *'', (19

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L' %(&3' 3( +(*(+8' “M'+8'” @4( ) '1%)%' ) 5)3(, (&+(

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L *+341 = () (+<%1% @4( +(1( () C71(/(+%' COUFIT ('+ 3%+%$%3 '& ' 75.+( 15 54/(+(

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L' 171(/(+%' C4 (# (&1'3 (& ) 1)%(&( @4( (;& 15*+(&3%3 (&+( 20 ' !0 '

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T

S( (&1'+' (& *(+&' @4( ( (&14(&+(& (& ) &%<()( 1%(1&5%1, 5(3%-') = ')

De>nición "el merca"o me,a

S& '@4()) @4( %(&(& &(1(%3'3( 4*(+4' 3( )  *+341 = (+<%1% @4( +(1( )' 171(/(+%' C4 *4( @4( 3%17 *+341 (#& 3(%&'3 ' 4& (1+ *.)'1%&') @4( 14(&( 1& +(14+ *'+' *3(+ '%'1(+ (( %* 3( &(1(%3'3( 4*(+4', =' @4( 4 *+(1% (#& ') ')1'&1( 3( 3, 1& )' (+'($%' @4( *&(& (& *+#1%1' “<(&3(+ 4 +(1(+ *+341 = (+<%1% (1)4%<, ?&%1 @4( ) 3%(+(&1%(& 3( ) 3(5#”9

)er>l "el clien,e

L 1)%(&( 3( )' C71(/(+%' C4 (&3+#& )' %$4%(&( 1'+'1(+8%1'

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EST

UDIO  T'&

' 75.+( 15 ' 54/(+(

DE •

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MER CAD

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O

)OSICIONA$IENTO DEL RESTAURANT? C8oco,e@eria “COUFIT” CHO COT EJER E) *%1%&'5%(& 7' '<'&>'3 54= +#*%3 (& )' >&' 3( ) 3%+% 3( IA S'& /4'& 3( )' <%+$(&  '14+')  *'5*' 3( 7*%')9 Y' @4( 34+'&( () CUFI (+<%1% 3'& ') 1)%(&( 3(& 4& <')+ '$+($'3 (& )' '(&1%& = (& )' .4(&' T 1')%3'3 3( 4 *+341, = ' *('+ 3( @4( ( (&14(&+' (& 4& (&+& 4+.'& *()%$+, ( 4& #+(' 3&3( )' $(&( '%( *+ (&3( 5(&1%&'5 ')$4& *4& @4( ( 7' )$+'3 ('.)(1(+ *'+' )$+'+ () *%1%&'5%(&:

La /erce/ción *e ,iene el con+mi"or +o!re el /ro"c,o =6o +er-icio:

L' $(&( 1&45( &4(+ *+341, *+@4( 1&1( )' 1')%3'3, *+@4( 7'= 4& $+'3 3( '5%)%'+%3'3, )' *(+&' & '.(& % ( 5(/+  *(+, & %5*+' '& () *+(1%, *(+ ( 1&1( )' 1')%3'3 *4( &4(+ +'.'/ ( .+%&3'+ 4& (+<%1% *(+&')%>'3 '3(14'3 (& ) $4 = *+((+(&1%' 3( ) 1)%(&(9 La /o+ición *e ,iene el /ro"c,o ;ren,e a la com/e,encia:

E 4&' *%1%& +()'%<' @4( *+((&' “14” 1&+' () 15*(%3+ (& 4 *'+%1%*'1%& (& () 5(+1'3 =' @4( (&(5 15 *)8%1': E 5# +(&'.)(, <(&3(+)( 5417 ' *1, @4( *1 ' 5417, *4( @4( 1&'5 1& 4&' L(')'3 ('.)(1%3' *+ &4(+ 1)%(&( 1& &4(+' (5*+('9 De acer"o a lo+ /n,o+ an,e+ menciona"o+ +e concl=e lo +i#ien,e C71(/(+%' “COUFIT”, 7' )$+'3 *%1%&'+( (& )' 5(&( 3(

4 1)%(&(, =' @4( 3( ; .%(&( )' +(*4(' 3( 4&' .4(&' '1$%3' (& () 5(+1'3, %(&3 1'+'1(+%>'3 *+ 4 (1)4%<%3'3 (& )' ()'.+'1%& 3( 4 *+341 = .+( 3 3%(+(&1%'3 *+ () (+<%1% +(1%3 ' 4 1)%(&(

ANALISIS FODA

 " P # $ % & '

An7li+i+ e5,erno: EST

UDIO

O)ORTUNIDADES

DE

MER CAD O CHO COT EJER

O: S1%(3'3 1& 14)4+' 3( 1&45 3( 34)1( 8*%1 3( )' >&' O2:F'1%)%3'3 (& )' '3@4%%1%& 3( %&45 *'+' )' ()'.+'1%& 3( 4 *+341 O: A45(& 3( )' '1%<%3'3 4+8%1' (& )' +($%&9 O:'<'&1( (1&)$%1 (& ()(1+35;%1

IA •

A$ENA0AS CUFI T

A:A45(& 3( *+(1% (& ) *+341 3( *+%5(+' &(1(%3'3 A2: A45(& 3( (5*(+'4+' A: E&+'3' 3( &4(< 15*(%3+( A: A5*)%43 3( (+<%1% 4%4 A!: A) $+'3 3( 3()%&14(&1%' 3( )' +($%&9 AK: D('+( &'4+')(9 An7li+i+ in,erno: FORTALE0AS

F2: L1') *+*% F: C'+(+' 3( 1)%(&( ('.)(1%3 F: F'5%)%'+%>'1%& 1& () 1)%(&( F!: R()'1%&( +5')( 1& ) *+<((3+( FK: R'*%3(> (& () (+<%1% F: V'+%(3'3 (& )' *+3411%& DEBILIDADES

D:U.%1'1%& 3() )1') (& 4&' >&' ')(/'3' D2:A5.%(&( +(341%3 D: %&'3(14'3 LAYOUT D%+%.41%& F8%1' D:P1' (*(+%(&1%' 1& )' '*)%1'1%& 3( )' '35%&%+'1%& +5') D!:N 14(&' 1& 4&' ')%3' 3( (5(+$(&1%'

$ATRI0 FODA

OPORTUNIDADES

AMENAZAS

 " P # $ % & '

EST UDIO DE MER CAD O CHO COT EJER IA CUFI T

FORTALEZAS F2: L1') *+*% F: C'+(+' 3( 1)%(&( ('.)(1%3 F: F'5%)%'+%>'1%& 1& () 1)%(&( F!: R()'1%&( +5')( 1& ) *+<((3+( FK: R'*%3(> (& () (+<%1% F: V'+%(3'3 (& 3( *+341

DEBILIDADES

O: S1%(3'3 1& 14)4+' A: A45(& 3( 3( 1&45 3( 34)1( 3( *+(1% (& ) *+341 3( )' >&' *+%5(+' &(1(%3'3 O2:F'1%)%3'3 (& )' A2:A4&5(& 3( (5*(+'4+' '3@4%%1%& 3( %&45 *'+' )' ()'.+'1%& 3( A: E&+'3' 3( &4(< 15*(%3+( 4 *)' O:A45(& 3( )' A: A5*)%43 3( (+<%1% '1%<%3'3 4+8%1' (& )' 4%4 +($%& A!: A) $+'3 3( 3()%&14(&1%' O:'<'&1( (1&)$%1 (& 3( )' +($%&9 ()(1+35;%1 AK: D('+( &'4+')( (& () %&(+%+ 3() *'8 FO

FA

F-O: C'*'+ 1)%(&( F: A2: C+('+ 171(/' 1& (+'&/(+ 1& &4(+' 5# <'+%(3'3 3( +())(& <'+%(3'3 3( *)' ' )' FK: A: T5'+ )' +'*%3(> 3() 1'+'9 (+<%1% 15 4&' <(&'/' F!: OK: F+5'+ ')%'&>' *'+' )' *+((+(&1%' 3( ) (+';$%1' 1& &4(+ 1)%(&( 1& +(*(1 ' +' *+<((3+( *'+' '$%)%>'+ (5*+(' &4(+ (+<%1%9 F: A: 3()%>'+ ' &4(+ F: O: A*+<(17'+ )' 1)%(&( *'+' 1&+'++('+ )' &4(<' (1&)$8' *'+' (&+'3' 3( &4(< 5(/+'+ &4(+ 15*(%3+(9 *+1( 3( *+3411%& F:OK: )' (5*+(' *4(3( +(')%>'+ ')%'&>' (+';$%1' 1& (<(& = (+<%1% 3( .4( DO

D:U.%1'1%& 3() )1') D2: O!:  A11(3(+ ') 1+;3% (& 4&' >&' *()%$+' .'&1'+% *'+' '5*)%'+ () )1') D2:A5.%(&( +(341%3 D: O: 5(/+'+ () LAYOUT D: %&'3(14'3 *'+' .(&(+ 4&' 5(/+ LAYOUT D%+%.41%& '1$%3' 1& ) 1)%(&(9 F8%1' D: O: A3@4%+%+ &4(<' D:P1' (*(+%(&1%' (1&)$8' *'+' 1& )' '*)%1'1%& 3( %5*)(5(&'+ 4&' )' '35%&%+'1%& '3(14'3' <(&%)'1%& 3() +5') )1')9

DA D:AK: A45(&'+ )' ($4+%3'3 (& )' (5*+(' *'+' 1&+'++('+ )' 3()%&14(&1%' @4( 7'= (& )' >&'9 D:A: F+5')%>'+ )' '35%&%+'1%& 3( )' (5*+(' *'+' 3'+)( +(&'.%)%3'3 %& '45(&'+ ) *+(1% 3( ) *+341 @4( +(1(9 D:A: +5')%>'+ )' '35%&%+'1%& 3( )' (5*+(' *'+' 1&+'++('+ )' 1&(14(&1%' @4( & 20 " P # $ % & '

EST UDIO DE MER CAD O CHO

DK: OK: +(')%>'+ 4&' %&($+'1%& <(+%1') *'+' +5'+ ')%'&>' (+';$%1' 1& 4&' (5*+(' @4( .+%&3( () (+<%1% 3( ('1%&'5%(&9

*3+8'& +'(+ )' (&+'3' 3( 15*(%3+(9

&4(<

D!:AK: M(/+'+ )' (')%>'1%& 3() )1') *'+' 1&+'++('+ ) ((1 3( 4& *%.)( 3('+( 1'4'3 *+ )' &'4+')(>'9

COT EJER IA CUFI T

Ser-icio Ac,al

+er-icio Ne-o

2 " P # $ % & '

EST

)ene,ración "e merca"o: )ro"c,o ne-o: De+arrollo "e /ro"c,o:

UDIO E&+=

%& 7( 5'+6( 74)3 & DE .( ' *+.)(59() +('+()(E) R('4+'& “COUFIT” 14.+( 4&' MER $+'& 3( )' >&' 4+.'&' 3(.%3 CAD 'O 4 $+'& *'+%1%*'1%& 3() 5(+1'3 @4( 1++(*&3( ' ) CHO *+341  (+<%1% )' 14') COT .+%&3'9 Y' @4( 34+'&( () (+<%1% EJER 3'& ') 1)%(&( 3(& 4& <')+ IA '$+($'3 (& )' '(&1%& = (& )' CUFI .4(&' 1')%3'3 3( 4 *+341, = ' T *('+ 3( @4( ( (&14(&+' (& 4& (&+& 4+.'& *()%$+

E) +('4+'&( “COUFIT” +(1(+# 4& &4(< (+<%1% (& )' (&+($' 3( 4 *+341 7'' 3 5'&(+' 3( '3@4%+%+ ( *+341, <8' *#$%&' Q(. = *(3%3 ()(&%19 Crear )ro"c,o+ Ne-o+ )ara $erca"o+ Ac,ale+ El +er-icio "e me+a: 1'*'1%'&3 ') *(+&') *'+' @4( 54(+( 4&' 5%<'1%& ')' = 3( .4(&' '1%43 3( )' <(&', *'+' @4( &4(+ 1)%(&( ( %(&' '5%)%'+%>'3 1& () &4(< (+<%1% () 14') ( .+%&3(9

Incremen,ar )ar,ici/ación En,re Lo+ Com/ra"ore+ E5i+,en,e+

M(+1' 3 A14')





E&(&3%(&3 ( %&(+*+('&3 1++(1'5(&( ) 3(( 3( &4(+ 1&45%3+( %&<(%$'+ ) @4( *%(&'& 3( &4(+ *+341 = () 3( &4(+ 15*(%3+( (1417'+ 4$(+(&1%' *'+' @4( 5(/+(5 5+'&3 4& (+<%1% 154&%1'%< *'+' @4( *4(3' (+ <')+'3 *+ ) 1)%(&(9 5+'&3 4&' 5%<'1%& +%(&'3' 7'1%' 4& (+<%1% (1()(&(9

En,re#a a "omicilio: (%( 1%(+' 3(5'&3' 3( *(+&' @4( *+ 5%< 3( %(5*  3( +'.'/ & *4(3(& '%%+ ' &4(+ 171(/(+%', *+ ( 1+(85 1&<(&%(&( ()'.+'+ )' (&+($' 3( *+341 ' 35%1%)% *'+' (( %* 3( *(+&' @4%(&( ' 4 <(> ( (&%+#& '5%)%'+%>'3' 1& &4(+ (+<%1%9 E' *+4&%3'3( 3( (+<%1% (+#& %&<(%$'3 = 3('++))'3 .+( 4&' .'( *+4(.'9I 411(4), % 14)3 .(15( ' 5'/+ &(Q 4+1(  %&15( Q%74 1+('%&$ 7( &((3 + '33%%&') ' + *+341%& *'1(9 S% %(&( ;%, *3+8' 1&<(+%+( (& 4&' &4(<' 4(&( %5*+'&( 3( %&$+(9 

VENTANAS ESTRATGICAS

22 " P # $ % & '

EST

De+arrollo De $erca"o

UDIO L' (&3(&1%'

3( 1+(1%5%(& 3( )' C4 ( 54= MER *%%<', '& (& 1+ = *+=(11%&( ' )'+$ *)'>9 Y' @4( CAD *+ 4 .4(&' '1$%3' *+ ) O 1&45%3+( (( ( <(+# 15 CHO () 5(/+ (&+( ) 3(5# COT %&34+%' *+@4( ) '.'+1'+' ') EJER *?.)%1 3( (&%3'3( &'&1%(+' IA @4( 1& $+'& *(&1%')%3'3 CUFI +(14(&'& 4 (%(&1%' (& () 5(&1%&'3 )4$'+ = ' 4 <(> T 5+'&3 4&' *+(14*'1%& (& N4(< *+14+' 3( ')%+ '3()'&(9 M(+1' L 1&45%3+( $''& 4&' 3 *+*+1%& 5'=+ 3( 4 3%&(+ 3( ) ')%5(& 4(+' 3( 1''9 DE 171(/(+%'

o

o

o

o

  L *(+'3+( %&3(*(&3%(&( = (5*+('+% (+# )' *+%&1%*') 4(&( 3( &4(+ +('4+'&(9 L S'.+( = )' 1')%3'3 3( &4(+ *+341 (+# 4&3'5(&') (& 3 ) %* 3( *(+'1%&( 3( (+<%1% @4( .+%&3(59  L' *+(14*'1%&( '5.%(&')( +(1%.%+#& 5'=+ '(&1%&9

OBJETI%OS DE $ARETING •

A)1'&>'+ %&$+( *+ <(&' 3( 9000 *'+' &( 3() 20!9

•

L$+'+ 4& *%1%&'5%(& ' &%<() +($%&') &'1%&') ' +'<; 3() '45(& 3( )' *4.)%1%3'3 (& 4& ! ' *'+%+ 3( ) *+%5  5((9

2 " P # $ % & '

EST UDIO

ESTRATEGIAS DE $ARETING

DE

MER L' (+'($%' 3( 5'+6(%&$ @4( 4%)%>' )' (5*+(' COUFIT ( LA ESTRATEGIA CAD DE DIFERENCIACIN, 3(.%3 ' @4( 145*)( 1& )' %$4%(&( O 1'+'1(+8%1': CHO COT EJER o

D%( (1)4%< 3() )1')

IA CUFI

o

I5'$(& .%(& 3%(+(&1%'3' 3( )' 5'+1'

o

S(+<%1% * <(&'

o

A5'.%)%3'3 = .4(& +' 3( ) (5*)('3

T

E' 1'+'1(+8%1' )( 3'& ' )' (5*+(' 4&' <(&'/' )' 14') ( 3((+5%&'&( *'+' )' *+((+(&1%' 3( &4(+ 1)%(&(, *4( @4( .41'& 4& <')+ '$+($'3 (& () (+<%1%, = 4&' 5(/+ '(&1%& (& 14'& ' 3%( ( +((+(, ( %5*)%1' 4&' 3((&' 1&+' ) 15*(%3+(, '& '14')( 15 *(&1%')(, *+ )' )(')'3 3( ) 1&45%3+( ' )' 5'+1' = )' 5(&+ (&%.%)%3'3 ') *+(1%

2 " P # $ % & '

EST UDIO DE MER

)RESU)UESTO

CAD O CHO

COT CHOCOTEJAS PRODUCIDOS EJER POR DIA 20 IA PRECIO DE VENTA PROMEDIO S 14 CUFI COSTO DE VENTA PROMEDIO S 14 T

COSTOS

COSTOS FIJOS SUELDOS 0 LUZ 20  TOTAL DE COSTOS FIJOS K0 COSTOS VARIABLES INSUMOS 00  TOTAL DE COSTOS VARIABLES 00 COSTOS MENSUALES COSTOS ANUALES

TOTALES TOTALES

00 20

INGRESOS

INGRESOS INGRESOS POR VENTAS 20  TOTAL DE INGRESOS SEMANALES 20 UTILIDAD SE$ANAL

CANTIDAD POR PRECIO: 2020 RENTABILIDAD

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R

EST

UDIO DE

C'&%3'3 $(&(+'3' C'&%3'3 @4( ( &(1(%' *'+' $(&(+'+)'

MER CAD O )UNTO DE E1UILIBRIO CHO

COT C71(/(+8' CHOCOTEJAS “COUFIT” <(&3% (& )' *+%5(+' (5'&' 4& ') EJER 3( 202 171(/' .(&%(&3 4& ') 3( 202 )( 3( %&$+( &(, 1& IA 4&' +(1'43'1%& &(' 3( 209 CUFI

T C&1)4%5 @4( )' 171(/(+8' CHOCOTEJAS “COUFIT” 3(.(+# 3( 5(&3(+ !0 )' %$4%(&( (5'&' *'+' 5'&(&(+(

2K " P # $ % & '

EST UDIO

CONCLUSIONES

DE

L' MER

171(/(+8' CHOCOTEJAS “COUFIT”, +(')%>' '11%&( @4( CAD '<+(1(& ' 4 5'+6(%&$, %& (5.'+$ ) 7'1( 3( 5'&(+' (5*8+%1', O 15 '5.%;& +(')%>' 3( )' 5%5' 5'&(+' () 1#)14) 3( ) *+(1% 3( CHO 4 *+3419 COT L' <(&' @4( +(*+' () )' 171(/(+8' CHOCOTEJAS “COUFIT”( EJER IA (&14(&+'& *+ (&1%5' 3( 4 *4& 3( (@4%)%.+%, ( 3(1%+, () CUFI 3((5*( 3( )' (5*+(' ( '<+'.)(, 15 '5.%;& ( *4(3( 3(1%+ T @4( ( +(&'.)(9 S( *43 %3(&%1'+ @4( )' (5*+(' 4%)%>' 15 (+'($%' 3( 5'+6(%&$ )' 3( 3%(+(&1%'1%&, 3(.%3 ' @4( (&1' 4 (4(+> ' 5(/+'+ () (+<%1% @4( )( .+%&3' ' ) 1)%(&(, 15 () .4(& 3%( 3() '5.%(&( @4( +(4)' '1$(3+ ( %&&<'3+9 L' 171(/(+8' CHOCOTEJAS “COUFIT”+(')%>' 4&' +$'&%>'1%& 54= (5*8+%1', *+ ) @4( ( *43 .(+<'+ @4( )' *(+&' @4( 5'&(/' = 1&1( 3 ) 1++(*&3%(&( ' .')'&1( = + )%.+ 1&'.)( %5*+'&( *'+' )' (5*+(' ( () 1&'3+, ( & )( *(+5%( (&(+ () 41%(&( 1&1%5%(& ' ) (&1'+$'3 '1(+1' 3( )' %4'1%& 3( )' (5*+('9 S( *43 %3(&%1'+ @4( )' (5*+(' 14(&' 1& <'+%(3'3 (& 4 1'+', ) @4( )( *(+5%( +(1(+)( ') 1)%(&( 5417' 5# *1%&(, = )( '=43' ' )' (5*+(' ' 5(/+'+ 4 %5'$(& = *%1%&'5%(& (& () 5(+1'3 3(.%3 ' )' <'+%(3'3 1& )' @4( 14(&'9

2 " P # $ % & '

RECO$ENDACIONES

EST •

UDIO

L' (5*+(' 3(.( (&(+ (&

DE

14(&'

&4(<'

(+'($%'

3(

3%(+(&1%'1%& *'+' '*)%1'+ *4( @4( % & ( (&14(&+' (& CAD 1&'&( %&&<'1%& (& ')$?& 55(& & (%%+# 3%(+(&1%' @4( )( O '=43( ' 5'&(&(+( (& () 5(+1'3, = *+ (&3( & )( *(+5%%+# )$+'+ CHO 4 1+(1%5%(&9 COT L 34( 3( )' (5*+(' 15 '5.%;& )' *(+&' @4( ( EJER MER

•

IA 3((5*('

•

(& () 1'+$ 3( '35%&%+'3+ 3(.(+8' 1&1(+ () 5'&(/ CUFI 3( ) )%.+ 1&'.)( *'+' '8 *3(+ ))(<'+ 4& 1&+) 5417 5# T (7'4%< 3( ) +(4)'3 @4( %(&( )' (5*+('9 I5*)(5(&'+ &4(<' 5(3%3' *'+' 5(/+'+ ')$4& '*(1 @4( &  /4($'& ' '<+ 3( )' (5*+(' 15 ) &: )' 4.%1'1%& 3() )1') (& 4&' >&' 54= ')(/'3' = () '5.%(&( +(341%39 A)$4&' 3( )' 5(3%3' @4( *4(3( 5'+ *3+8'& (+ )' %$4%(&(: C&+''+ ' 5# *(+&' *'+' 5(/+'+ )' ($4+%3'3 (& () )1')9 o

R(')%>'+ ')%'&>' (+';$%1' 1& (<(&, 1'(+%&$, .4( = + *'+' .+%&3'+ &4(+ *+341 (& )4$'+( 5# 1(+1'& ') 1)%(&( = 1&+%.4%+ ' )' ($4+%3'39

o

M(/+'+ )' 3%+%.41%& 3( )' >&' 3( +'.'/, =' (' '5*)%'+ )' 11%&' ( %5*)(5(&'+)' 1& 5# 5'@4%&' '3(14'3' 3( '14(+3 ' ) &+5'39

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ANE(OS

EST UDIO Ence+,a DE

9 MER WH' *+.'3 )' 171(/' 3( )' 171(/(+8' CHOCOTEJAS “COUFIT”X CAD

S%

O

N

29 CHO WE& @4; +'&$ 3( (3'3 3( ) %$4%(&( 4(3 ( (&14(&+'X COT

 ' 20 0 ' 5'

20 ' 2!

EJER

2! ' 0

IA

9CUFI WD( @4; >&' 4(3 *+<%(&(X T

9 WC& @4( +(14(&1%' 4(3 1&45( L' 171(/(+8' CHOCOTEJAS “COUFIT”X M(&4') 4%&1(&') F+(14(&(5(&(

F%&( 3( (5'&'

E& 1'%&( (*(1%')(

!9 W4; %* 3( '.+ 1&45( 1& 5# +(14(&1%'”X M'&8 *'' 11 *(1'&' + K9 WC& @4%;& 5'=+5(&( 15( &4(+ *+341X S) +

1& '5%)%'+(

1& '5%$ '

9 WC5 1')%1' 4(3 )' '(&1%& @4( +(1%.( 3( )' 171(/(+8' CHOCOTEJAS “COUFIT”X M4= .4(& 5')'

B4(&

R($4)'+

M')'

M4=

9 WC5 1')%1'+8' 4(3 )' 1')%3'3 3() (+<%1% 15%3', '5.%(&(, (19 @4( ( .+%&3' (& )' 171(/(+8' CHOCOTEJAS “COUFIT”X M4= .4(& 5')'

B4(&

R($4)'+

M')'

M4=

9 U(3 1+(( @4( )' 4.%1'1%& 3&3( ( (&14(&+' L' 171(/(+8' CHOCOTEJAS “COUFIT” (: M4= .4(&' 5')'

B4(&'

R($4)'+

M')'

M4=

09WE# 4(3 3( '14(+3 1& ) *+(1% @4( +(1(& L' 171(/(+8' CHOCOTEJAS “COUFIT” S8

N

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