Formulacion Folletos de Apoyo Ultimo

“AÑO DE LA CONSOLIDACION DEL MAR DE GRAU”

FORMULACION Y EVALUACION DE PROYECTOS TITULO

FOLLETOS DE APOYO PARA ESTUDIANTES DE INGENIERIA DOCENTE: CARHUALLANQUI GALINDO PROMOTORES: SÁNCHEZ VÉLIZ JUAN MARCOS QUISPE LIMAYLLA JOSUE PEREZ OLARTE JOSE PEREZ ORIHUELA KELVIN PEREZ POMA RAMON CORDOVA

HYO-PERU 2016

A R E I N E G N I E D S E T N A I D U T S E A R A P O Y O P A E D S O T E L L O F

DEDICATORIA A DIOS, por perm!r"o# #e$%r &'e(&"!e p&r& )o")(%r "%e#!r& *orm&)+" e" "%e#!r&# '&# por '&r"o# #&(%' #&(%' - por por re$&(&r"o# re$&(&r"o# e" )&'& 'e#per!&r 'e#per!&r %" "%eo '.&/ A NUESTROS PADRES/ PADRES/ Por )o"!&r #empre )o" #%# &po-o# 0%e "o# perm!e" & #e$%r "%e#!r&# )&rrer rrer& &#, por !o'o o'o #%# #%# )o"#e "#e1o#/ o#/, C&r &r2o )ompre"#+"/ A( DOCENTE, Por #% &po-o ")o"')o"&( por #%# &)er!&' &)er!&'o# o# )o"#e1o )o"#e1o## - por 3r"'&r 3r"'&r"o# "o# #%# #&3o# #&3o# )o"o)me"!o#/

1


DEDICATORIA A DIOS, por perm!r"o# #e$%r &'e(&"!e p&r& )o")(%r "%e#!r& *orm&)+" e" "%e#!r&# '&# por '&r"o# #&(%' #&(%' - por por re$&(&r"o# re$&(&r"o# e" )&'& 'e#per!&r 'e#per!&r %" "%eo '.&/ A NUESTROS PADRES/ PADRES/ Por )o"!&r #empre )o" #%# &po-o# 0%e "o# perm!e" & #e$%r "%e#!r&# )&rrer rrer& &#, por !o'o o'o #%# #%# )o"#e "#e1o#/ o#/, C&r &r2o )ompre"#+"/ A( DOCENTE, Por #% &po-o ")o"')o"&( por #%# &)er!&' &)er!&'o# o# )o"#e1o )o"#e1o## - por 3r"'&r 3r"'&r"o# "o# #%# #&3o# #&3o# )o"o)me"!o#/

1


INDICE 4/ CAPITULO CAPITULO I 5 IN6ORMA IN6ORMACION CION GENERAL7777 GENERAL7777777777 7777777777777 77777777777 7777 4/4/Nom3re 'e (& empre#&, Hor8o"!e 'e e&(%&)o"/ 4/9/A)!'&' e)o"om)&, )o'$o CIIU, p&r!'& &r&")e(&r&/ 4/:/De*")o" 'e( "e$o)o/ 4/;/De#)rp)o" 'e( pro'%)!o o #er)o/ 4/%(!mo# >%(!mo# < &2o# o %(!mo %(!mo &2o #e$?" )orre#po"'&@ )orre#po"'&@ 9/4/4/4/C&p!&(, )%'&'e# mpor!&"!e#/ S%per*)e, N%mero 'e &3!&"!e#/ 9/4/4/9/T&#& 'e )re)me"!o 'e (& po3(&)o"/ I"$re#o per )Bp!&/ Po3 (&)o" e)o"om)&me"!e &)!&/ 9/4/4/:/&(&"8& )omer)&(5 Impor!&)o"e# - epor!&)o"e#/ 9/4/4/;/PI, T&#& T&#& 'e "*(&)o", T&#& 'e "!ere#, Tpo 'e )&m3o, Re#$o p&.#/ 9/4/4/U(!mo >U(!mo## < &2o# o %(!mo %(!mo &2o #e$?" #e$?" )orre#po"'& )orre#po"'&@@ 9/4/9/4/Mer)&'o "!er"&)o"&( 9/4/9/9/Mer)&'o 'e( )o"#%m'or/ 9/4/9/:/Mer)&'o 'e proee'ore# 9/4/9/;/Mer)&'o )ompe!'or 9/4/9/
2


;/:/

;/9// Pro$r&m& Pro$r&m& 'e 'e e"!&# e"!&# e" %"'&'e %"'&'e## - &(or8&'o &(or8&'o Me8)(& 'e m&rFe!"$ ;/:/ ;/:/4/ 4/ Pro' Pro'%) %)!o !o ;/:/9/ Pre)o ;/:/:/ P(&8& ;/:/ ;/:/;/ ;/ Prom Promo) o)o o" " ;/:/;/4/ C&p&2& 'e (&"8&me"!o ;/:/;/9/ Promo)o" p& p&r& !o'o# (o# &2o#

3


I.

PRESENTACION DE LOS PROMOTORES

INTEGRANTES

CARRERA

COD MATRICULA



II.. II

SANCHEZ VELIZ,

o

I"$/ C(

MARCOS  QUISPE LIMAYLLA o I"$/ C( o I"$/ C( JOSUE o I"$/ C(  PEREZ OLARTE o I"$/ C( JOSE  PEREZ ORIHUELA o I"$/ C( ELVIN  PEREZ POMA  RAMON CORDOVA MAT MA TRI RIZ Z PA PARA EL ELEG EGIR IR UN UNA A ID IDEA EA DE NE NEGO GOCI CIO! O!I" I" IDEA A5 Le)!%r& 'e p(&"o# p&r& e#!%'&"!e#/ IDEA 5 6o((e!o 'e &po-o p&r& e#!%'&"!e# 'e I"$e"er.& 'e (& UCCI/ IDEA C5 De)or&)o" 'e "!erore# )o" m&!er&( re))(&'o/ IDEA D5 Le"!e# per#o"&(8&'o#/ IDEA E5 C&r$&'ore# N&!%r&(e#/

T#$%# N& 01 MATRIZ PARA ELEGIR UNA OPORTUNIDAD DE INVERSIN >I@

6%e"!e5 E(&3or&)+" F'()*(: E%#$+#/) +#, H'#)#+. S(*($( 3(% 2016 H% ")&-o.

4


III.

MATRIZ PARA ELEGIR UNA IDEA DE NEGOCIO!II" IDEA A5 Le)!%r& 'e p(&"o# p&r& e#!%'&"!e#/ IDEA 5 6o((e!o 'e &po-o p&r& e#!%'&"!e# 'e I"$e"er.& 'e (& UCCI/ IDEA C5 De)or&)o" 'e "!erore# )o" m&!er&( re))(&'o/ IDEA D5 Le"!e# per#o"&(8&'o#/ IDEA E5 C&r$&'ore# N&!%r&(e#/

T#$%# N& 02 MATRIZ PARA ELEGIR IDEAS DE NEGOCIO >II@

Elaboración

propia,

F'()*(: E%#$+#/) +#, H'#)#+. S(*($( 3(% 2016 cayo. Abril, 2015

IV.

MATRIZ PARA ELEGIR UNA IDEA DE NEGOCIO!III" IDEA A5 Le)!%r& 'e p(&"o# p&r& e#!%'&"!e#/ IDEA 5 6o((e!o 'e &po-o p&r& e#!%'&"!e# 'e I"$e"er.& 'e (& UCCI/ IDEA C5 De)or&)o" 'e "!erore# )o" m&!er&( re))(&'o/ IDEA D5 Le"!e# per#o"&(8&'o#/ IDEA E5 C&r$&'ore# N&!%r&(e#/

T#$%# N& 04 MATRIZ PARA ELEGIR IDEAS DE NEGOCIO >III@

5


F'()*(: E%#$+#/) +#, H'#)#+. S(*($( 3(% 2016

V.

MATRIZ DE CONSOLIDACION IDEA A5 Le)!%r& 'e p(&"o# p&r& e#!%'&"!e#/ IDEA 5 6o((e!o 'e &po-o p&r& e#!%'&"!e# 'e I"$e"er.& 'e (& UCCI/ IDEA C5 De)or&)o" 'e "!erore# )o" m&!er&( re))(&'o/ IDEA D5 Le"!e# per#o"&(8&'o#/ IDEA E5 C&r$&'ore# N&!%r&(e#/ T#$%# N& 05 MATRIZ DE CONSOLIDACIN

F'()*(: E%#$+#/) +#, H'#)#+. S(*($( 3(% 2016

Como re#%(!&'o 'e e#!& m&!r8, #e(e))o"&mo# (& 5 IDEA  6o((e!o 'e &po-o p&r& e#!%'&"!e# 'e I"$e"er.& 'e (& UCCI/

-& 0%e #e$?" (& e&(%&)+"

re&(8&'& e#!& op)+" o3!%o e( mB# &(!o p%"!&1e5 ;/;

C#*'%+ 1 : INFORMACION GENERAL

6


1.1.

NOM7RE DE LA EMPRESA, HORIZONTE DE EVALUACI8N. 1.1.1. R#9+) S+#%: Co"! *o((e!o# S/A/C 1.1.2. N+$( C+(#%: AE 1.1.4. H+9+)*( 3( E#%'#+): E( or8o"!e 'e e&(%&)o" 'e e#!e pro-e)!o e# 'e : &2o#, 'e#'e e( &2o 94= &#!& e( 94, !e"e"'o )omo &2o 3&#e e( 94=/ Se"'o #% '& %!( "'e*"'&/

1.2.

ACTIVIDAD ECON8MICA, C8DIGO CIIU, PARTIDA ARANCELARIA. 1.2.1. A*3#3 E+)+#: Pro'%))o" - )omer)&(8&)o" 'e *o((e!o# 'e &po-o (o# )%&(e# )o"!e"$&" *orm%(&# - )o")ep!o# 3&#)o# 'e "$e"er&/ 1.2.2. C+3;+ CIIU: << A)!'&'e# 'e &po-o & (& e"#e2&"8&/ 1.2.4. P#*3# ##)(%##:Pro'%)!o 'e )omer)&(8&)o", *o((e!o# )o" )o"!e"'o e'%)&!o/

1.4.

DEFINICION DEL NEGOCIO.

AE #e 'e')&r& & (& pro'%))+" - )omer)&(8&)o" 'e *o((e!o# 'e &po-o# e" (o# '#!"!o# )%r#o# 'e "$e"er.&, 'o"'e )&'& *o((e!o e#pe)*)&'o p&r& )er!& m&!er& 'epe"'erB #% pre)o/ E( pro'%)!o #er& )omer)&(8&'p 'e"!ro 'e (& U"er#'&' Co"!"e"!&( &# 'e $%&( m&"er& e" (o# e!erore# 'e e#!&/

1.5.

DESCRIPCION DEL PRODUCTO O SERVICIO.

M%)o# 'e (o# e#!%'&"!e# 'e (& %"er#'&' )o"!"e"!&( "o !e"e" e( !empo "e)e#&ro o "o !e"e" (o# )o"o)me"!o# "e)e#&ro# p&r& 'e#&rro((&r #% propo )%&'er"o 'e &p%"!e# 'e *+rm%(&# e"!re o!ro# !em&# re(&)o"&'o# & #% m&!er&, por (o 0%e "o# )o"((e& & pe"#&r 0%e (o# e#!%'&"!e# "o e"!e"'ero" (& )(&#e, "o !e"e" e( !empo "e)e#&ro/

1.<.

OPORTUNIDAD DE NEGOCIO.

O3#er&"'o (&# 'e*)e")&# 'e e#!o# %"er#!&ro# e" re&(8&r )%&'er"o 'e &p%"!e# 'e *+rm%(&# e"!re o!ro# !em&# re(&)o"&'o# & #%# m&!er& e" (o# )%r#o# 'e "$e"er&, #%r$e &#. (& 'e& 'e "e$o)o AE, %" #er)o 0%e pre#!&mo# )o" &(!& )&('&' - m%)& re#po"#&3('&'/

7


I#;() N+. 1 L+;+ 3( %# E(=# A>>?E

1.6.

ESTRATEGIA GENERICA DE LA EMPRESA.

N%e#!ro #er)o #e 'r$e &( $r%po 'e %"er#!&ro# 0%e 3%#)&" (& *&)('&' 'e &pre"'8&1e &proe)&"'o #% !empo & %" mBmo "e(, "%e#!ro #er)o 3r"'& (& re&(8&)+" 'e #%# !r&3&1o# o *orm%(&ro# & )&m3o 'e '"ero, pero e#!e e# %" pre)o )+mo'o - &#e0%3(e/

C#*'%+ 2 : ANALISIS DEL ENTORNO 2.1.

ANALISIS DEL MACRO ENTORNO

- U)(=3#3: P&r& (&# !o'&# (&# %"er#'&'e# 'e Ce")&# e I"$e"er.& - F#'%*#3(=: I"$e"er.&# 2.1.1. DEL PAIS !ULTIMOS < A@OS O ULTIMO A@O SEGN CORRESPONDA" 2.1.1.1.

C#*#%, '3#3(= +*#)*(=. S'(B(, N'(+ 3(

#$*#)*(=. 3.21 POBLACIÓN TOTAL AL 30 DE JUNIO DE CADA AÑO, SEGÚN SEXO Y GRUPO DE EDAD, 2005 - 2015 Se! " #$%&! 'e e'('

P!)*(+ (* 30 'e /%! 2005

2010

8

2012

2013

2015


T!(*





30,135,5

30,45,144

31,151,43

0 - 4

2,983,020

2,958,307

2,923,685

2,902,061

2,861,874

5 - 9

2,959,627

2,938,148

2,935,092

2,933,928

2,922,744

10 - 14

2,950,813

2,926,874

2,920,824

2,918,474

2,914,162

15 - 19

2,830,976

2,894,913

2,896,820

2,893,495

2,887,529

20 - 24

2,590,945

2,736,208

2,780,765

2,799,860

2,828,387

25 - 29

2,430,912

2,485,715

2,550,294

2,589,833

2,661,346

30 - 34

2,133,781

2,327,388

2,363,720

2,375,336

2,411,781

35 - 39

1,866,815

2,040,580

2,130,122

2,177,534

2,258,372

40 - 44

1,617,653

1,784,657

1,858,204

1,896,535

1,977,630

45 - 49

1,327,896

1,544,094

1,618,127

1,653,048

1,725,353

50 - 54

1,089,835

1,262,267

1,349,968

1,396,917

1,486,312

55 - 59

865,030

1,029,294

1,096,482

1,130,769

1,205,103

60 - 64

689,276

804,729

866,009

899,500

967,702

65 - 69

556,478

623,443

663,104

685,674

736,059

70 - 74

416,934

480,926

504,827

516,822

545,659

75 - 79

274,041

336,472

359,863

371,279

394,230

80 y más

226,508

287,918

317,969

334,079

367,400

14,,901

15,103,003

15,21,02

15,05,14

6!7)$e8



0 - 4

1,520,647

1,509,339

1,491,938

1,480,990

1,460,651

5 - 9

1,504,043

1,495,997

1,495,183

1,494,879

1,489,659

10 - 14

1,498,218

1,486,658

1,484,655

1,484,138

1,483,135

15 - 19

1,435,005

1,468,615

1,469,815

1,468,223

1,465,657

20 - 24

1,309,701

1,383,547

1,406,789

1,416,897

1,432,145

25 - 29

1,226,665

1,253,777

1,286,498

1,306,593

1,343,154

30 - 34

1,073,364

1,171,945

1,190,143

1,195,857

1,214,095

35 - 39

935,966

1,024,331

1,069,824

1,093,901

1,134,864

40 - 44

807,443

892,531

929,811

949,209

990,241

45 - 49

659,219

768,430

805,892

823,574

860,135

50 - 54

539,029

623,862

667,687

691,250

736,147

55 - 59

425,701

505,214

537,838

554,524

590,957

60 - 64

335,625

391,304

420,619

436,614

469,267

65 - 69

266,156

298,276

317,123

327,821

351,637

70 - 74

194,144

224,143

235,355

240,978

254,420

75 - 79

123,000

150,917

161,454

166,611

176,971

94,713

120,015

132,379

139,003

152,679

15,032,2

15,204,02

15,545,29

80 y más

:%/e$e8

13,1,901



0 - 4

1,462,373

1,448,968

1,431,747

1,421,071

1,401,223

5 - 9

1,455,584

1,442,151

1,439,909

1,439,049

1,433,085

10 - 14

1,452,595

1,440,216

1,436,169

1,434,336

1,431,027

15 - 19

1,395,971

1,426,298

1,427,005

1,425,272

1,421,872

20 - 24

1,281,244

1,352,661

1,373,976

1,382,963

1,396,242

25 - 29

1,204,247

1,231,938

1,263,796

1,283,240

1,318,192

30 - 34

1,060,417

1,155,443

1,173,577

1,179,479

1,197,686

35 - 39

930,849

1,016,249

1,060,298

1,083,633

1,123,508

40 - 44

810,210

892,126

928,393

947,326

987,389

45 - 49

668,677

775,664

812,235

829,474

865,218

50 - 54

550,806

638,405

682,281

705,667

750,165

55 - 59

439,329

524,080

558,644

576,245

614,146

60 - 64

353,651

413,425

445,390

462,886

498,435

65 - 69

290,322

325,167

345,981

357,853

384,422

70 - 74

222,790

256,783

269,472

275,844

291,239

75 - 79

151,041

185,555

198,409

204,668

217,259

9


80 y más

131,795

167,903

185,590

195,076

214,721

E" e#!e $r&*)o "o# m%e#!r& e( !o!&( 'e &3!&"!e# 0%e e#!e e" e( Per? p&r& e(&3or&r "%e#!ro pro-e)!o #o(o "e)e#!&remo# (o# '&!o# 0%e e#!B" re#&(!&'o# )o" )o(or &m&rr((o/ 2.1.1.2. T#=# 3( (()*+ 3( %# +$%#+). I);(=+ ( *#.

P+$%#+) (+)+#()*( #*#.

PERÚ: PRODUCTO BRUTO INTERNO TOTAL Y POR HABITANTE, 19502015 !"#$%& ! '$%()#& (#*&+!*+%& % 200 P$#/(+# B$/+# I*+%$*# '#$ 3!)+!*+%

P$#/(+# B$/+# I*+%$*# P#"!()*1

A.# M)""#*%& % S#"%&

T!&!& A*/!"%& % C$%()4)%*+#

S#"%&

T!&!& A*/!"%& % C$%()4)%*+#

1950

40,920

-

7,632,460

5,361

-

1951

44,711

9.3

7,826,262

5,713

6.6

1952

47,347

5.9

8,025,721

5,899

3.3

195

50,085

5.8

8,232,177

6,084

3.1

1956

52,762

5.3

8,446,997

6,246

2.7

1955

55,858

5.9

8,671,541

6,442

3.1

1957

58,484

4.7

8,904,891

6,568

2.0

195

62,371

6.6

9,146,156

6,819

3.8

1958

61,706

-1.1

9,396,690

6,567

-3.7

1959

63,653

3.2

9,657,833

6,591

0.4

1970

69,946

9.9

9,930,965

7,043

6.9

1971

75,085

7.3

10,217,475

7,349

4.3

1972

82,620

10.0

10,516,454

7,856

6.9

197

86,196

4.3

10,825,811

7,962

1.3

10


1976

91,840

6.5

11,143,427

8,242

3.5

1975

97,003

5.6

11,467,225

8,459

2.6

1977

104,995

8.2

11,796,313

8,901

5.2

197

109,040

3.9

12,132,121

8,988

1.0

1978

109,206

0.2

12,475,921

8,753

-2.6

1979

113,044

3.5

12,829,004

8,812

0.7

190

116,849

3.4

13,192,677

8,857

0.5

191

122,213

4.6

13,567,714

9,008

1.7

192

126,463

3.5

13,953,235

9,063

0.6

19

134,401

6.3

14,348,084

9,367

3.4

196

147,017

9.4

14,751,106

9,967

6.4

195

153,340

4.3

15,161,146

10,114

1.5

197

155,559

1.4

15,580,807

9,984

-1.3

19

156,102

0.3

16,010,843

9,750

-2.3

198

151,977

-2.6

16,447,370

9,240

-5.2

199

158,194

4.1

16,886,456

9,368

1.4

1980

167,596

5.9

17,324,179

9,674

3.3

1981

176,901

5.6

17,760,219

9,961

3.0

1982

176,507

-0.2

18,197,198

9,700

-2.6

198

158,136

-10.4

18,635,588

8,486

-12.5

1986

163,842

3.6

19,075,874

8,589

1.2

1985

167,219

2.1

19,518,555

8,567

-0.3

1987

182,981

9.4

19,965,797

9,165

7.0

198

200,778

9.7

20,417,262

9,834

7.3

1988

181,822

-9.4

20,869,717

8,712

-11.4

1989

159,436

-12.3

21,319,883

7,478

-14.2

1990

151,492

-5.0

21,764,515

6,961

-6.9

1991

154,854

2.2

22,203,931

6,974

0.2

1992

154,017

-0.5

22,640,305

6,803

-2.5

199

162,093

5.2

23,073,150

7,025

3.3

1996

182,044

12.3

23,501,974

7,746

10.3

1995

195,536

7.4

23,926,300

8,172

5.5

1997

201,009

2.8

24,348,132

8,256

1.0

199

214,028

6.5

24,767,794

8,641

4.7

1998

213,190

-0.4

25,182,269

8,466

-2.0

1999

216,377

1.5

25,588,546

8,456

-0.1

2000

222,207

2.7

25,983,588

8,552

1.1

2001

223,580

0.6

26,366,533

8,480

-0.8

2002

235,773

5.5

26,739,379

8,817

4.0

200

245,593

4.2

27,103,457

9,061

2.8

2006

257,770

5.0

27,460,073

9,387

3.6

2005

273,971

6.3

27,810,540

9,851

4.9

2007

294,598

7.5

28,151,443

10,465

6.2

200

319,693

8.5

28,481,901

11,224

7.3

2008

348,870

9.1

28,807,034

12,111

7.9

11


2009

352,693

1.1

29,132,013

12,107

0.0

2010

382,081

8.3

29,461,933

12,969

7.1

2011

406,256

6.3

29,797,694

13,634

5.1

2012 201 P 2016 P 2015 E

431,199

6.1

30,135,875

14,308

4.9

456,435

5.9

30,475,144

14,977

4.7

467,181

2.4

30,814,175

15,161

1.2

482,370

3.3

31,151,643

15,485

2.1

E" e#!e $r&*)o "o# "')& e( pro'%)!o 3r%!o "!er"o )omo

*%e 'e#&rro((B"'o#e e"

e#!o# ?(!mo# &2o# (o )%&( "o# &-%'&r& 'e!erm"&r "%e#!ro pro-e)!o/

2.1.1.4.

OB(*#  3(#)3# ;%+$#%

PERÚ: OERTA Y DEMANDA GLOBAL, 1951-2015 !$)!()* '#$(%*+/!" %" ;*)(% % <#"/4%* =;&)(#>

A.#

1951 1952 195 1956 1955 1957 195 1958 1959 1970 1971

O=%$+! ? P$#/(+# I4'#$+! D%4!*! - D%4!* B$/+# I*+%$*! ()#*%& ! I*+%$*# G"#!" 9.3

35.1

5.9

10.9

5.8

8.5

5.3

-12.2

5.9

28.0

4.7

17.4

6.6

9.9

-1.1

-11.8

3.2

-16.3

9.9

19.6

7.3

21.6

117 76 71  80 72 1 -25 09 108 89

#$4!() * C#*&/4# B$/+! % )*!" C!')+!"

C#*&/4 C#*&/4 # # )*!" %" E@'#$+! )*!" ()#*%& P$)
13.7

36.1

10.3

11.1

2.9

-2.0

5.3

15.3

3.4

2.5

11.3

14.9

5.6

8.5

5.0

5.3

2.0

9.5

2.8

-14.4

6.6

5.3

18.6

6.8

8.5

16.1

7.2

8.1

0.0

4.9

5.8

20.6

3.0

2.7

5.8

8.2

7.7

11.8

6.8

5.8

15.8

2.9

-2.9

-11.9

-0.9

-1.0

-0.1

0.7

-1.1

-17.3

2.3

1.0

12.0

13.1

7.6

17.1

6.0

4.4

17.5

28.5

6.9

12.3

5.9

4.3

15.6

18.0

12


1972 197 1976 1975 1977 197 1978 1979 190 191 192 19 196 195 197 19 198 199 1980 1981 1982 198 1986 1985 1987 198 1988 1989 1990 1991 1992 199 1996 1995 1997 199 1998 1999 2000 2001 2002 200 2006 2005

10.0

12.8

4.3

10.6

6.5

6.8

5.6

16.9

8.2

13.3

3.9

10.9

0.2

-9.1

3.5

-0.6

3.4

6.8

4.6

4.5

3.5

-0.3

6.3

12.3

9.4

27.2

4.3

-2.9

1.4

-12.6

0.3

0.4

-2.6

-24.4

4.1

-0.8

5.9

43.8

5.6

18.4

-0.2

0.3

-10.4

-23.7

3.6

-15.8

2.1

-13.4

9.4

22.9

9.7

12.0

-9.4

-10.3

-12.3

-17.8

-5.0

12.0

2.2

17.2

-0.5

8.8

5.2

3.8

12.3

26.6

7.4

27.1

2.8

0.1

6.5

12.2

-0.4

1.4

1.5

-14.5

2.7

3.8

0.6

2.9

5.5

2.5

4.2

2.4

5.0

10.4

6.3

12.2

106 51 77 1 90 69 -1 29 8 67 0 1 119 1 -0 0 -57 7 98  -02 -126 11 06 10 100 -95 -129 - 9 0 50 16 106 2 5 -01 -16 29 10 50 9 58 2

11.2

11.5

11.2

12.3

5.0

6.8

6.7

-3.1

8.6

9.0

5.8

-1.8

6.5

2.9

7.2

6.3

12.5

6.9

7.9

13.8

7.0

7.0

6.8

2.9

9.8

17.2

8.5

9.9

0.1

4.7

4.7

-4.6

6.5

6.9

3.5

5.9

-3.4

-21.7

-0.3

-1.3

6.4

9.9

4.0

5.4

3.8

3.5

5.5

-1.8

3.4

8.8

2.7

2.3

5.0

5.7

6.2

14.9

4.9

4.6

6.9

-2.9

1.7

-5.8

2.9

2.3

6.6

9.3

12.5

47.9

7.3

7.5

6.0

-18.5

12.9

33.5

8.8

9.3

6.0

5.2

3.3

-2.0

4.6

3.4

11.1

2.3

-1.3

-13.3

1.5

0.9

4.8

3.4

-1.5

-12.2

0.6

-2.1

14.4

12.9

-8.7

-7.2

-8.9

-8.1

-12.7

12.9

0.8

16.7

-2.0

-0.6

-8.5

16.7

14.6

36.8

9.9

7.0

24.2

-9.8

9.2

22.2

5.7

7.5

-1.9

-2.6

-1.9

-6.8

-0.4

-2.4

9.3

9.9

-12.6

-35.3

-6.1

-5.6

-8.2

-11.5

-0.1

-6.0

1.0

2.8

-6.6

7.4

-0.4

-14.6

2.2

1.7

4.4

4.1

15.9

29.8

13.8

15.0

8.0

-13.3

12.2

22.5

10.4

11.3

5.7

-3.6

-9.9

-12.0

-9.5

-8.3

-15.8

-6.7

-17.5

-21.2

-16.7

-16.3

-19.1

18.8

-1.6

0.6

-2.0

-0.5

-10.2

-11.7

3.6

4.2

3.5

3.7

2.0

5.8

0.0

1.3

-0.3

-0.7

2.8

4.4

5.4

11.7

4.3

4.4

3.1

3.1

13.3

33.0

9.4

9.5

8.7

19.4

11.4

19.9

9.4

9.5

8.5

5.5

1.0

-4.9

2.6

2.4

4.4

8.9

6.3

14.9

4.2

3.6

7.6

13.1

-1.5

-2.1

-1.4

-2.0

2.5

6.4

-3.4

-13.5

-0.7

-1.4

3.5

6.9

1.6

-2.9

2.6

2.5

3.1

7.8

-0.7

-6.9

0.7

1.0

-0.8

6.8

4.1

4.0

4.1

4.9

0.0

7.8

3.1

5.1

2.7

2.5

3.9

6.3

2.9

0.2

3.5

3.4

4.1

14.7

4.8

6.2

4.4

3.7

9.1

14.2

13


2007 200 2008 2009 2010 2011 2012 201 P 2016 P 2015 E

7.5

12.7

8.5

21.3

9.1

25.0

1.1

-15.9

8.3

26.6

6.3

13.6

6.1

10.0

86 108 122 -27 11 9 0

5.9

2.9

2.4 3.3

11.3

34.6

6.4

6.2

7.6

1.2

12.3

28.6

8.0

8.6

4.3

6.7

13.7

31.1

8.3

8.9

4.8

7.8

-2.4

-20.2

4.4

3.1

12.1

-3.3

14.5

35.8

8.3

9.1

3.9

3.2

8.6

12.2

7.2

7.2

7.4

5.5

8.1

9.5

7.6

7.4

8.3

3.1

52

6.7

8.5

6.0

5.7

7.5

-0.6

-1.0

17

2.9

-1.2

4.6

3.9

8.3

-3.8

-0.8

26

2.5

-0.8

3.8

3.4

5.8

1.6

2.1.1.5.

P7I, T#=# 3( )B%#+), T#=# 3( )*((=, T+ 3( #$+,

R(=;+ #=.

D%'!$+!4%*+# &

Ama!"a# A"$a#% A&'()ma$ A(*+'&a

200

2008

2009

2010

2011

2012 P

1,778,7 75 15,672, 771 1,824,1 81 16,991, 831

1,930,9 47 16,854, 588 1,688,5 64 18,885, 807

2,058,3 18 16,400, 826 1,623,8 01 19,032, 479

2,210,6 82 16,013, 215 1,765,7 44 20,158, 733

2,287,1 07 16,155, 687 1,869,4 17 21,038, 813

2,551,6 01 17,666, 947 2,110,9 08 22,033, 542

14

201 2016E 2015E P   2,685,3 77 18,407, 937 2,345,0 03 22,689, 035

2,869,6 80 16,075, 627 2,448,5 64 22,852, 033

2,833,2 76 17,631, 710 2,628,0 24 23,655, 713


Aa$'$%!

a/ama($a

'#$!

'a"$a*$a

'"'$! I$a

'")"

La L*(a

Lama*+'* Lma

L!(*!

a(* * D!#

!+'*'a Pa#$! P'(a P'"!

Sa" a()" Ta$"a T'm*# U$aa

2,975,6 76 8,159,4 99 10,913, 725 2,475,2 79 3,200,8 61 8,793,9 56 9,240,4 35 14,615, 612 6,880,0 24 136,23 8,703 6,910,9 64 1,864,5 43 7,525,1 00 5,486,4 59 12,651, 720 5,888,4 74 3,266,2 54 5,143,1 37 1,637,1 85 3,054,6 59

3,401,1 75 9,319,7 69 11,663, 686 2,613,8 50 3,464,1 32 10,415, 637 10,023, 855 15,653, 801 7,512,5 22 148,41 5,981 7,324,9 82 1,902,1 77 8,663,6 19 5,416,7 32 13,580, 502 6,328,4 55 3,598,4 32 5,016,7 41 1,902,0 59 3,212,8 43

3,750,4 01 10,050, 467 13,631, 820 2,696,0 95 3,499,7 98 10,841, 974 9,039,0 77 15,716, 171 7,910,3 62 148,91 0,138 7,374,9 35 2,033,4 11 8,436,3 03 5,040,9 46 13,998, 851 6,587,8 73 3,740,6 00 4,823,1 92 2,082,0 47 3,243,7 67

3,922,5 14 10,140, 905 15,405, 459 2,817,5 36 3,739,0 82 11,607, 992 9,518,6 59 16,624, 855 8,449,8 84 164,62 3,842 7,906,9 43 2,229,1 80 8,457,0 08 4,702,4 03 15,106, 528 6,980,4 79 4,034,3 61 5,338,8 79 2,307,8 74 3,351,3 15

4,111,3 49 10,595, 497 17,384, 466 2,909,2 15 3,955,5 89 12,883, 432 10,009, 485 17,378, 414 8,937,7 92 178,74 2,576 7,608,8 89 2,454,9 99 7,785,2 69 4,641,8 87 16,366, 999 7,384,5 05 4,245,5 37 5,466,5 09 2,168,9 06 3,548,1 68

4,482,9 71 11,270, 583 17,711, 332 3,143,6 61 4,380,3 10 13,067, 505 10,718, 558 18,712, 792 9,782,6 72 189,59 7,621 8,212,4 22 1,950,1 39 7,756,8 00 4,880,0 72 17,066, 135 7,734,4 58 4,752,1 77 5,526,8 40 2,440,7 55 3,882,4 53

4,939,3 29 11,150, 364 20,830, 430 3,184,3 20 4,661,2 79 14,263, 248 11,099, 347 19,506, 266 10,168, 755 201,06 8,867 8,489,7 60 2,239,7 59 8,715,6 26 4,898,9 76 17,719, 279 8,308,3 45 4,834,1 01 5,789,4 69 2,503,7 27 3,946,5 98

4,976,0 65 10,969, 163 20,863, 982 3,314,7 68 4,869,9 10 14,825, 975 12,430, 227 19,765, 367 10,401, 935 208,92 6,294 8,729,8 02 1,889,6 08 8,420,3 95 5,136,9 47 18,535, 581 8,519,9 30 5,204,7 27 6,224,3 26 2,629,1 98 3,973,4 14

5,331,7 02 10,892, 702 20,966, 278 3,277,0 94 5,170,4 25 15,233, 197 14,499, 895 20,107, 364 10,828, 823 215,45 7,840 8,436,6 69 2,324,7 22 8,728,9 36 5,303,8 08 18,706, 750 8,583,6 86 5,401,3 48 7,152,6 22 2,560,1 44 4,196,9 38

!"#$ A$%!# B$/+#

29,18 18,9 22,52 6,61 79,9 91,6 616,66 626,85 69,90 9,82 0,857 ,752 6,02 0,50 ,256 5,198 ,518 9,777

Im&'*#!# a !# P(!'$!# D*(*$%!# * Im&!(a$:"

23,672, 26,618, 27,397, 31,092, 32,442, 35,162, 37,580, 37,979, 38,237, 020 399 396 161 212 701 078 202 079 2,831,4 3,460,6 2,772,0 3,575,2 3,883,2 4,603,0 4,762,0 4,832,8 4,729,8 73 39 41 25 97 62 71 56 59

P$#/(+# B$/+# I*+%$*#

19,79 68,87 52,79 82,08 607,25 61,19 657,8 67,77 682,8 ,17 9,896 ,089 1,658 7,017 9,01 ,6 5,57 7,706

15


2.1.1.<. L((= + (;%#()*+= ;()(#%(= )'%#3+= #% +(*+. &@ Lo# mp%e#!o# - &r3!ro# 0%e p&$& !o'& (& empre#& !e"e mp&)!o #o3re (& re"!&3('&'/ 3@ L& po(.!)& 'e &po-o &( !%r#mo 'e( $o3er"o )e"!r&( - re$o"&(, $e"er&rB m&-or 'em&"'& 'e #er)o# 'e o#pe'&1e/ )@ E#!&"'o e" %" &2o e(e)!or&(, -& #e #(%m3r& (& &$!&)+" po(.!)&, 0%e $e"er&rB p&ro# - mo(8&)o"e# e" re(&)+" & #%p%e#!&# 'em&"'&# #o)&(e#, 0%e po'r.& "*(%r e" 0%e e( #e)!or !%r#mo #e re!r&$&/ '@ L( 3( ++/) 3( %# )(=/) #3# '&'& e" "oem3re 'e 44, & !r&# 'e( D/L/ <, e#!& (e- $&r&"!8& (& "er#+" pr&'& e" !o'o# (o# #e)!ore# 'e (& e)o"om.&/, ")(%#o e" &0%e((o# #e)!ore# e" 'o"'e #o(o p&r!)p&3& e( E#!&'o/ A#. m#mo e(m"+ (o# )o"!ro(e# 'e pre)o# - $&r&"!8+ (& $%&('&' 'e )o"')o"e# 'e p&r& e( E#!&'o - (&# empre#&# pr&'&#/ e@ E( R;() 3( (=*#$%3#3 %(;#% & !r&# 'e (o# 'e)re!o# (e$#(&!o# ==9 - <, #e &%!or8& (& e1e)%)+" 'e )o"!r&!o# 'e e#!&3('&' (e$&( e"!re (o# "er#o"#!&# pr&'o# - e( E#!&'o/ E#!o# &)%er'o# $&r&"!8&" & (o# "er#o"#!&# - & (&# )omp&2.&# 'o"'e e((o# p&r!)p&", 0%e )%&(0%er )&m3o e" (& (e$#(&)+" po#!eror & (o# &)%er'o# -o )o"!r&!o# *rm&'o# )o" e( E#!&'o, "o #erB &p()&3(e & e((o#/, me"!r&# '%re (& &('e8 'e( &)%er'o 'e e#!&3('&' (e$&(/ *@ T&m3" #e &" em!'o '#po#!o# (e$&(e# !&(e# )omo5 $@ Le- N 9, 0%e )re& e( *o"'o - e( mp/ E!r&or'"&ro p&r& (& promo)+" - 'e#&rro((o !%r.#!)o "&)o"&(/ @ D/S/ 9: MINCETUR @ R,M, N =99:MINCETURDM 1@ Re#o(%)+" 'e (& S%per"!e"'e")& " 4<49:SUNAT, "orm&# p&r& (& 'e)(&r&)+" -o p&$o 'e( mp%e#!o e!r&or'"&ro p&r& (& promo)+" - 'e#&rro((o !%r.#!)o "&)o"&(/

2.1.2. DEL SECTOR !ULTIMOS < A@OS O ULTIMO A@O SEGN CORRESPONDA"

16


2.1.2.1.

M(#3+ )*()#+)#%

A '*ere")& 'e (&# $r&"'e# mpre"!&# "!er"&)o"&(e#, "o#o!ro# &po#!&mo# por (& &!e")+" per#o"&(8&'&, por (& $&r&"!.& 'e #&!#*&))+" 'e (o# )(e"!e# - o*re)e e( e".o "e%!r&( o &"+"mo 'e (o# p&0%e!e#, 1%"!o )o" %" e0%po 'e &#e#ore#, e# e( CEO 'e (& )omp&2.& e( 0%e re#%e(e ")'e")&# - &3(& 're)!&me"!e )o" (o# )(e"!e# p&r& )o"o)er #%# "0%e!%'e#, me1or&# e ")'e")&# 0%e #e p%e'e" pro'%)r - po'er re#o(er(&# &( mome"!o, #" 0%e e( )(e"!e #e #e"!& 'e#e"!e"''o e $"or&'o por "orm&# e#!r)!&# 'e (o# 'ep&r!&me"!o# 'e )&('&'/

2.1.2.2.

M(#3+ 3(% +)='3+.

Lo# )(e"!e# po!e")&(e# 0%e "e)e#!e" "%e#!ro# #er)o#, p%e'e" #er 'e 'er#o# !po#5 •

E=*'3#)*(=5 E#!e $r%po 'e )(e"!e# e# %" )o(e)!o m%&mp(o, -& 0%e )ompre"'e )(e"!e# 'e !o'&# (&# e'&'e#, U"er#!&ro#, #o3re !o'o, )o(e$&(e#, pre%"er#!&ro# e!)/ E#!e #e)!or 'em&"'& pr")p&(me"!e (& "*orm&)+" 'e &p%"!e#

•

- 'o)%me"!o# 'e e#!%'o, e!)/ C+%(*+= *#%(= ++ +%(;+=, ()*+ (-')(=*#+=,

##3(#=, (*/ E#!e !po 'e )(e"!e #o()!& 3B#)&me"!e %" #er)o 'e mpre#+" )o"!"%o, por (o 0%e #e #%e(e" &)er )o"!r&!o# 'e #%m"#!ro, #e"'o mpor!&"!e )o"#e$%r 0%e (& empre#& #e &3r& %" %e)o e" e#!e !po 'e mer)&'o, -& 0%e perm!e m&-ore# o(?me"e# 'e *&)!%r&)+" - (& #e$%r'&' 'e %"o# "$re#o# &"%&(e#/

2.1.2.4. M(#3+ 3( +((3+(= P&r& (& re&(8&)o" 'e( 'e ')o pro-e)!o pro-e)!o (o# proee'ore# #er&" !er)ero#, )omo (o# 0%e #erB" me")o"&'o# & )o"!"%&)+"5  I"*r&e#!r%)!%r& >Lo)&(@  C&rp"!ero#, p&r& e( '#e2o 'e( (o)&( 17


 SODIMAC  Impre#or&# 'e $r&" )&('&'  Per#o"&(e# 'e')&'o# & *o!o)op&'or&#  2.1.2.5. M(#3+ +(*3+ Compe!'ore# 0%e re&(8&" (o# m#mo# !r&3&1o# 'e #m(&re# )&r&)!er.#!)&# 'e !&m&2o - o*er!& 'e #er)o#/ A#. (o# er'&'ero# )ompe!'ore# #erB" &0%e((o# 0%e e#!" %3)&'o# 'e"!ro 'e (& m#m& 8o"& 'e "*(%e")&/

2.2. ANALISIS DEL MICRO ENTORNO 2.2.1. COMPETIDORES ACTUALES

E" e#!e )&p.!%(o mo#!r&mo# &($%"o# )ompe!'ore# (o)&(e# e" "%e#!ro# p#e# 0%e #%# empre#&# -& #e &" *orm&(8&"'o/ Co" 0%e"e# &mo# & )ompe!r e" e mer)&'o G'+ N##(*(

18


L$(# 7'+

S#)*%%#)#

19


2.2.2. FUERZA NEGOCIADORA DE LOS CLIENTES. O*re)eremo# *o((e!o# 'e %" 3%e" "e( e'%)&!o 0%e !o'o (o# *orm%(&ro# #e&" e"!e"'3(e# p&r& "o !e"er pro3(em& )o" (o# )(e"!e# - &)!%&(8&'o/ Lo# *o((e!o# #erB e"''o# &

20

pre)o re$%(&re# p&r& 0%e (o# )(e"!e#


e#!" #&!#*e)o# )o" e( pro'%)!o - &#. e!&r 0%e e((o# p%e'&" "e$o)&r e( pro'%)!o/

2.2.4. FUERZA NEGOCIADORA DEL LOS PROVEEDORES O*re)er 3%e"&# *o((e!o# - 0%e #e *B)( 'e e"!e"'er

p&r& "o

e#!&r

o3($&'o# & )ompe!r )o" o!ro# pro'%)!ore# #%#!!%!o#/ e( po'er 'e ")(%#o (o# proee'ore# $r&"'e# - po'ero#o# p%e'e *re"&r#e # )omp!e" )o" #%#!!%!o#/

2.2.5. AMENAZA DE PRODUCTOS SUSTITUTOS. P&r& e!&r (& &me"&8& 'e pro'%)!o# #%#!!%!o# 'e3emo# &)er (o #$%e"!e5    

o*re)er *o((e!o# 'e )&('&' p&r& (& &-%'& 'e !o'o e( e#!%'&"!e/ H&)er p%3()'&' 'e( pro'%)!o O*re)er & !o'& (& %"er#'&' (o)&(e# To'o (o# *orm%(&ro# #erB" )o" #%# re#pe)!o# e1emp(o p&r& &#.

#e& mB# *B)( e"!e"'er - "o !e pro3(em&#/  Ser !r&!&3(e# )o" !o'o e( )(e"!e/  D&r e"#e2&# r!%&(e# #o3re !o'o e( )o"!e"'o 'e( (3ro/

2.2.<. COMPETIDORES POTENCIALES 7ARRERAS DE ENTRADA. L(e$&r & !e"er %"& &(!& 'em&"'& )o" "%e#!ro pro'%)!o/ P&r& 0%e &#. (&# "%e&# )ompe!e")&# !e"$&" e( !emor 'e e"!r&r &( mer)&'o - &#. e!&r (& &me"&8& 'e pr''&#/

C#*'%+ 4 : PLAN ESTRATEGICO 4.1.

VISION Y MISION DE LA EMPRESA.

VISION

21


Ser %"& empre#& (.'er & "e( "&)o"&( )o" (& e(&3or&)+" 'e pro'%)!o# 'e &(!& )&('&', )o"!r3%-e"'o )o" (& e'%)&)+" - *orm&)o"  !e"e"'o e" )%e"!& (& #+" 'e( *%!%ro - (& re#po"#&3('&' #o)&(/

MISION Ser %"& empre#& ""o&'or& - )omprome!'& )o" e( 'e#&rro((o 'e (& #o)e'&', 'e"!ro 'e( m&r)o 'e (& !)& - e( re#pe!o & (&# per#o"&#/ Comp(eme"!&"'o "%e#!r&# e')o"e# p&r& *&)(!&r e( &))e#o & (& *orm&)+" )%(!%r&, &3re"'o e( "!er# por (& p&r!)p&)+"/

4.2.

ANALISIS FODA.

FORTALEZAS P(+ #(=$%(.

OPORTUNIDADES A(!& 'em&"'& e#!e"!e/

R(=+)=#$%3#3 () %# ()*(;#.

N%eo#

P+3'*+ 3( #%3#3.

%"er#'&'e#/

F'()*( +)B#$%(.

A)!%&(8&)o"e#

'e

"%eo#

DE7ILIDADES 6&(!& 'e epere")& e" e( mer)&'o

)o"o)me"!o#/ AMENAZAS Pro'%)!o#

#%#!!%!o#

Empre#&#

)ompe!e"!e#

)(e"!e#

e"

o!r&#

0%e >L3ro#,re#!&#,e!)@/

)%e"!&" )o" e( m#mo #er)o/ No )o"!&r )o" %" )o"o)me"!o $(o3&( 'e (&# &#$"&!%r&#/

4.4.

O7JETIVOS.

OJETIVOS A CORTO PLAZO5  Re&(8&r (& e"!re$& 'e < *o((e!o# )&'& me# p&r& (o# e#!%'&"!e# p&r& (&# )&rrer&# 'e "$e"er.&, )o" e*)e")&, e*)&)&, '&"'o &po-o & !o'o e( e#!%'&"!e 'e ')& %"er#'&' - &#. $e"er&r& m&-or 'em&"'&/

22


 'e1&r #&!#*e)o & !o'o (o# e#!%'&"!e# 0%e &'0%ere" "%e#!ro# pro'%)!o# p&r& #. po'er #er re)o"o)'& & "e( (o)&( /  O*re)er "%e#!ro pro'%)!o & '#!"!&# %"er#'&'e#/ Co(e$o#, &)&'em&#, e#)%e(&# - &)er e")%e#!&# me"#%&(me"!e p&r& 'e!erm"&r

e" )e"!ro#

e'%)&!o# "e)e#!e" 'e( pro'%)!o OJETIVOS A LARGO PLAZO5  Ge"er&r &(!&# $&"&")&# "e!&# e" (o# pr+mo# 4 &2o# 'e *%")o"&me"!o 'e (& empre#&, 'e')&'& & pro'%)r *o((e!o# - re#!&# p&r& (o# e#!%'&"!e# 'e "$e"er.& 'e (& U"er#'&' Co"!"e"!&(/  S&!#*&)er (& 'em&"'& 'e "%e#!ro# )(e"!e#, o3!e"e"'o %" )re)me"!o pro$re#o, 3r"'&"'o %" #er)o 'e )&('&' - & %" pre)o )+mo'o/  Ve"'er "%e#!ro pro'%)!o & '#!"!&# %"er#'&'e# (o)&(e#/ N&)o"&(e#, - &#. #er re)o"o)'& & "e( "&)o"&( - pro'%)r *o((e!o# por )&"!'&'e#/

D=(+ 3( %# E)'(=*# ## %# P'($# P%+*+ + P(-T(=* C+)* B+%%(*+= A>> ?E ENCUESTA Ho(&, e" e#!& opor!%"'&' e#!&mo# re&(8&"'o %"& #e")((& e")%e#!& p&r& po'er e&(%&r (& &per!%r& 'e "%e#!r& empre#& 0%e #e 'e')& &(& pro'%))o" - )omer)&(8&)o" 'e *o((e!o# 'e &po-o p&r& e#!%'&"!e# 'e "$e"er& 'e (& U"er#'&' Co"!"e"!&(/ 4/ E'&'5  9/ Seo5 &/ M&#)%("o 3/ 6eme""o :/  Ere# e#!%'&"!e 'e I"$e"er&W &/ S 3/ No S () #=+ #+ NO, %# ()'(=*# # +)%'+. ;/ E" 0%e ))(o &# e" e#!e #eme#!reW &/ 49 3/ :; )/ <= '/ 

23


e/ 4


A)%== 3( R(='%*#3+ 3( %#= E)'(=*#=: T+*#% 3( ()'(=*#3+= 40 #" S(+

24


S(+

6re)%e")& Por)e"!&1e VB('o

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

M

4

=,

=,

=,

6

49

;,

;,

4,

To!&(

:

4,

4,

I)*((*#/) • •

E( = 'e e#!%'&"!e# 'e (& UCCI e# 'e( #eo m&#)%("o/ E( ; 'e e#!%'&"!e# 'e (& UCCI e# 'e( #eo *eme""o/

25


$" E=*'3#)*(= 3( I);()(# () %# UCCI

E(= (=*'3#)*( 3( I);()(# 6re)%e")&

VB('o

Por)e"!&1e

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

SI

4:

;:,:

;:,:

;:,:

NO

4

<=,

<=,

4,

To!&(

:

4,

4,

26


I)*((*#/) •

•

E( ;:/: 'e (o# e#!%'&"!e# 'e (& UCCI e#!%'& e" (& 6&)%(!&' 'e I"$e"er.&/ E( <=/ 'e (o# e#!%'&"!e# 'e (& UCCI e#!%'& e" (& 6&)%(!&' 'e I"$e"er.&/

" S((=*(

C%+

6re)%e")& VB('o

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

49

=

;=,9

;=,9

:;

:

9:,4

=,9

<=

9

4<,;

;,=



4

,

9,:

4

4

,

4,

To!&(

4:

4,

27


I)*((*#/) •

•

•

•

E( ;=/9 'e (o# e#!%'&"!e# 'e I"$e"er.& 'e (& UCCI )%r#&" e( 4 - 9 ))(o/ MB# 'e( =< 'e (o# e#!%'&"!e# 'e (& I"$e"er.& 'e (& UCCI e#!B" )%r#&"'o 'e( 4 &( ; ))(o/ E( 4
3" E) %+= '=+= 3( )'(+=. KS( *( #( =) #%;') #*(#% 3( #++

28

+%#3+ (% '=+


E" (o# )%r#o# 'e "%mero#/ Se !e &)e )omp()&'o e( )%r#o #" &($%" m&!er&( 'e &po-oW 6re)%e")&

VB('o

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

SI

44

;,=

;,=

NO

9

4<,;

4,

To!&(

4:

4,

I)*((*#/) •

•

A( ;/= 'e e#!%'&"!e# 'e I"$e"er.& 'e (& UCCI #e (e# &)e mB# '*.)( %" )%r#o #" &($%" m&!er&( 'e &po-o/ A( 4
(" K T( #;#3## %# 3(# '( #B'(#= 3( %# UCCI ()3(#) B+%%(*+= (=(B#()*( 3( *' #(# + =((=*(

29


S ##=*( SI () %# <. KT( ;'=*## '( #B'(#= 3( %# UCCI ()3(#) B+%%(*+= (=(B#()*( 3( *' #(# + =((=*(

6re)%e")& VB('o

SI

44

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

4,

4,

I)*((*#/) •

A( 4 'e (o# e#!%'&"!e# 'e I"$e"er.& 'e (& UCCI (e# $%#!&r.& 0%e &*%er&# 'e (& UCCI e"'er&" *o((e!o# e#pe)*)&me"!e 'e !% )&rrer& por #eme#!re/

B" F+#*+

30


KE) ' B+#*+ *( ;'=*## '( =( (=()*() %+= B+'%#+=

6re)%e")& VB('o

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

VIRTUAL

<

;<,<

;<,<

ESCRITO

=

<;,<

4,

44

4,

To!&(

I)*((*#/) •

•

A( ;
;" KE=*##= 3( #'(3+ '( (=*(# ')# ;)# () %# ($ +) )'(=*+ +3'*+.

31


E=*##= 3( #'(3+ '( (=*(# ')# ;)# () %# ($ +) )'(=*+ +3'*+

6re)%e")& VB('o

SI

44

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

4,

4,

I)*((*#/) •

A( 4 'e (o# e#!%'&"!e# 'e "$e"er.& 0%e # (e# $%#!&r.& 0%e &*%er&# 'e (& UCCI e"'er&" *orm%(&ro# por #eme#!re e#!&r.&" 'e &)%er'o 0%e e#!er& %"& p&$"& Xe3 )o" 'er#o# *o((e!o#/

C#*'%+ 5 : ESTUDIO DE MERCADO 5.10. INVESTIGACION DE MERCADO 5.10.1. C*(+= 3( =(;()*#+) U)(=3#3: U"er#'&' Co"!"e"!&( 'e Ce")&# e I"$e"er.& 32


F#'%*#3(=: I"$e"er.&# C%+=: 4ro 
4<= %"er#!&ro# =< %"er#!&ro#

ESTUDIANTES DE 1+-<*+

;99 %"er#!&ro#

FUENTE: INEI

UNIVERSO PORCENTAJES

S A  R E I N E G N I N O S O N

S A  R E I N E G N I

DESCRIPCI8N

VALORES RESULTANTES

S A  R E I N E G N I

S A  R E I N E G N I N O S

POLACIN DE UCCI

52

<

6<

04

POLACIN DE 4RO
6<

6<

522

<10

UNIVERSO

522

FUENTE: INEI

5.10.2. M(#3+ '(=*#% E( !&m&2o 'e m%e#!r& #erB 'e*"'o por (& *+rm%(& 'e po3(&)+" *"!&5 F/'%#:

33


" [ T&m&2o 'e m%e#!r&/ N [ U"er#o/ !4000" Z [ V&(or 'e (& !&3(& "orm&( e#!B"'&r )orre#po"'e"!e &( Bre& 3&1o (& )%r&/ !1.6"

%*+!& 5 S $!m&(a()a

N! $!m&(a()a

95

P [ pro3&3('&' 0%e %" #%)e#o o)%rr&/ !<" Q [ pro3&3('&' 0%e %" #%)e#o o)%rr&/ !<" e [ error perm#3(e/ !<" 0.05 2

(¿¿ 2∗(4282 −1))+( 1.96 ∗0.95∗(1− 0.95)) ¿ ¿ (( 3000∗1.96 ) )∗( 0.95∗(1−0.95 )) n= ¿ 2

n

=72

Por (o !&"!o !e"'remo# 0%e e")%e#!&r & 9 %"er#!&ro# 'e I"$e"er.&#/

5.10.4.

E)'(=*# F)#% D=(+ 3( %# E)'(=*# ## %# E)'(=*# F)#% C+)* B+%%(*+= 34


35


1.2.

ANALISIS DE LOS RESULTADOS DE LA ENCUESTA CONCLUYENTE

#" E=*'3#)*(= 3( I);()(# TA7LA N&1 E(= (=*'3#)*( 3( I);()(#

6re)%e")& VB('o

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

Por)e"!&1e

SI

:9

;;,;

;;,;

;;,;

NO

;

<<,=

<<,=

4,

To!&(

9

4,

4,

6%e"!e5 E(&3or&)+" prop&, H%&")&-o/ Sep!em3re 94=

36


G#B+ N&1

I)*((*#/) L& po3(&)+" e")%e#!&'& e#!B )o"*orm&'& e" m&-or.& por "o e#!%'&"!e# 'e "$e"er.&/ Y& 0%e e( <
$" C%+ TA7LA N&2 C%+

6re)%e")& VB('o

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

49



9,4

9,4

:;

=

4,

;=,

<=



9<,

4,





94,

:,

4

9

=,:

4,

To!&(

:9

4,

37



G#B+ N&2

I)*((*#/) De !o'o# (o# e#!%'&"!e# 0%e e#!%'&" &($%"& )&rrer& pro*e#o"&( 'e I"$e"er.& e( 9/4: e#!B" e"!re e( 49 ))(o/ A#m#mo e( 9< 'e (o# e#!%'&"!e# 'e I"$e"er.& e#!B" e"!re <= ))(o/ E( 94/ e#!B e"!re  ))(o - e( 4/< e#!B" e"!re :; ))(o/

38


" F('()# 3( +# TA7LA N&4 F('()# 3( +#

6re)%e")& VB('o

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

0%")e"&(me"!e

;

4,;

4,;

me"#%&(me"!e

49

<9,9

=,=



:,;

4,

9:

4,

&"%&(me"!e To!&(


G#B+ N&4

I)*((*#/) E( <9/4 'e e#!%'&"!e# 'e I"$e"er.& )ompr&" me"#%&(me"!e #% *o((e!o p&r& #%# re#pe)!o# )%r#o#/ T&m3", e( :/;: )ompr& #% *o((e!o &"%&(me"!e -, e( 4/: )ompr& #% *orm%(&ro 0%")e"&(me"!e/

39


3" KP+ ' +# B+%%(*+= TA7LA N&5 KP+'( +# B+%%(*+ 6re)%e")&

VB('o

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

#e (e# e"!e"'e me1or

:

4:,

4:,

p&r& !e"er m&# e1emp(o#

:

4:,

9=,4

p&r& e#!%'&r m&# & *o"'o



:;,

=,

por (o re#%m'o 0%e e# e(



:,4

4,

9:

4,

*orm%(&ro To!&(

G#B+ N&5

P!( +'* $!m&(a(a

I)*((*#/)

40



De !o'o# (o# e")%e#!&'o# 0%e e#!%'&" e" (& *&)%(!&' 'e I"$e"er.& e( :/4: )ompr& (o# *o((e!o# por (o re#%m'o E( :;/ )ompr& p&r& e#!%'&r mB# & *o"'o/ E" %"& propor)+" m%)o me"or, e( 4:/; )ompr& *orm%(&ro# por0%e #e (e# e"!e"'e me1or - !&m3" e( 4:/; p&r& !e"er mB# e1emp(o#/

e) E) %+= '=+= 3( )(+=. KS( *( #( = 3B% (% '=+ =) B+%%(*+= TA7LA N&< E) %+= '=+= 3( )(+=. KS( *( #( = 3B% (% '=+ =) B+%%(*+= 3( #++

6re)%e")& VB('o

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

SI

4

,:

,:

NO

<

94,

4,

To!&(

9:

4,


G#B+ N&< E" !# $'(#!# * "'m*(!#
I)*((*#/) 41


De !o'o# (o# e")%e#!&'o#, e#!%'&"!e# 'e "$e"er.& e( /9= &*rm& 0%e #e (e# &)e mB# '*.)( %" )%r#o )%&"'o "o !e"e *o((e!o# 'e &po-o - e( 94/; &*rm& 0%e "o #e (e &)e mB# '*.)(/

B"

S ##=*( SI () %# <. KT( ;'=*## '( #B'(#= 3( %# UCCI ()3(#) B+%%(*+= (=(B#()*( 3( *' #(# + =((=*( TA7LA N&6

S ##=*( SI () %# <. KT( ;'=*## '( #B'(#= 3( %# UCCI ()3(#) B+%%(*+= (=(B#()*( 3( *' #(# + =((=*( 6re)%e")&

VB('o

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

SI

4

;,;

;,;

NO

4

<,=

4,

To!&(

4

4,


42


G#Bo N=

•

I)*((*#/) A( ;/;; 'e e#!%'&"!e# 'e I"$e"er.& 0%e #e (e# &)e '*.)( %" )%r#o #" %" *o((e!o# (e# $%#!&r.& 0%e &*%er&# 'e (& UCCI e"'er&" *o((e!o# 'e &po-o e#pe).*)&me"!e 'e !% )&rrer& - por #eme#!re -, &(
;" KA ')*+ %+ +##= TA7LA N& KA ')*+ %+ +##=

6re)%e")& VB('o

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

49

<

9,

9,

:;



<,

,

<=

;

99,9

4,

To!&(

4

4,

6%e"!e5 E(&3or&)+" prop&, Sep!em3re 94=

43


G#B+ N&

 I)*((*#/) De !o'o# (o# e#!%'&"!e# 'e "$e"er.& 0%e #e (e# &)e '*.)( %" )%r#o #" *o((e!o# 'e &po-o - 0%e (e# $%#!&r.& 0%e &*%er&# 'e (& UCCI e"'&" *o((e!o# 'e &po-o por #eme#!re, e( < &*rm& 0%e (o )ompr&r.& & :; #o(e#/ E( 9/ &*rm&" 0%e (o )ompr&r.&" & 49 #o(e#/ E( 99/99 &*rm&" 0%e (o )ompr&r.&" & <= #o(e#/

44


@ KE) ' B+#*+ *( ;'=*## '( =( (=()*() %+= B+%%(*+= 3( #++ TA7LA N& KE) ' B+#*+ *( ;'=*## '( =( (=()*() %+= B+%%(*+= 6re)%e")&

Por)e"!&1e B('o

Por)e"!&1e &)%m%(&'o

VB('o

VIRTUAL



;;,;

;;,;

ESCRITO

4

<<,=

4,

To!&(

4

4,

6%e"!e5 E(&3or&)+" prop&, H%&")&-o/ Sep!em3re, 94=

G#B+ N&
I)*((*#/) E( <
45


"

KE=*##= 3( #'(3+ '( (=*(# ')# ;)# () %# ($ +) 3(=+= B+%%(*+= 3( #++

TA7LA N&  KE=*##= 3( #'(3+ '( (=*(# ')# ;)# () %# ($ +) 3(=+= B+%%(*+= 3( #++

6re)%e")& VB('o

SI

4

Por)e"!&1e

Por)e"!&1e

B('o

&)%m%(&'o

4,

4,

6%e"!e5 E(&3or&)+" prop&, H%&")&-o/ Sep!em3re, 94=

G#B+ N& E#a(a# * a$'*(! +'* *>#*(a '"a &a"a ?* $!" *(#!#

46


I)*((*#/) E( 4 'e (o# e#!%'&"!e# 'e "$e"er.& 0%e #e (e# &)e '*.)( %" )%r#o #" *o((e!o# 'e &po-o - 0%e (e# $%#!&r.& 0%e &*%er&# 'e (& UCCI e"'&" e#!o# *o((e!o# por #eme#!re, e#!B 'e &)%er'o 0%e e#!er& %"& pB$"& Xe3 )o" 'er#o# *o((e!o# 'e &po-o p&r& "$e"er&/

5.2.

DEMANDA Y OFERTA

ITEM

A@O 1

T.C. MERCADO POTENCIAL

 Per#o"&#

A@O 2

< 4<=

A@O 4

< 4=;=;

< 49/9

A@O 5

A@O <

< 44<4/<=

< 4</4:

;/9/4/ E#!m&)o" 'e( mer)&'o po!e")&( ;/9/9/ E#!m&)o" 'e( mer)&'o '#po"(e ITEM

A@O 1

T.C.  MERCADO DISPONI7LE Per#o"&#

< =<

A@O 2 < =4=/:<

A@O 4

A@O 5

A@O <

< < < 9=9/4=< =9
;/9/:/ E#!m&)o" 'e( mer)&'o o31e!o ITEM

A@O 1

T.C. MERCADO O7JETIVO

 Per#o"& #

A@O 2

A@O 4

A@O 5

A@O <

<

<

<

<

<

;99

;;=/4

;9/<

;<=/<9<

<9;/=:

;/9/;/ 6re)%e")& 'e )ompr& ITEM

A@O 1

T.C. FRECUENCIA DE CONSUMO !1 POR MES-12MESES" CANTIDAD DE COMPRA POR VEZ

 Per#o"& # Per#o"& #

A@O 2

A@O 4

A@O 5

A@O <

<

<

<

<

<

4

4

4

4

4

4

4

4

4

4

;/9/

C'#3+ 3( 3(#)3# +(*#3# !C+)%'()*(" DEMANDA PROYECTADA ITEM T.C. MERCADO POTENCIAL MERCADO DISPONI7LE MERCADO O7JETIVO FRECUENCIA DE CONSUMO !1 POR MES-12MESES" CANTIDAD DE COMPRA POR VEZ UNIDADES ESTIMADAS VALOR DE VENTA DEMANDA PROYECTADA

 Per#o"& # Per#o"& # Per#o"& # Per#o"& # Per#o"& # Per#o"& # S/

A@O 1 <

A@O 2 <

4<=

A@O 4

A@O 5

A@O <

<

<

<

4=;=;

49/9

44<4/<=

4</4:

=<

=4=/:<

9=9/4=<

=9
=/<:==

;99

;;=/4

;9/<

;<=/<9<

<9;/=:

4

4

4

4

4

4

4

4

4

4

;99 S/4/ S.52,20.00

;;=/4 S/4/ S.55,61.00

;9/< S/4/ S.5,20.0<

;<=/<9< S/4/ S.5,<6.<0

<9;/=: S/4/ S.<2,05.

6UENTE5 ELAVORACION PROPIA

5.4.

PRODUCTO

PRECIO

PLAZA

MEZCLA DE MARETING ;/:/4/ Pro'%)!o ;/:/9/ Pre)o ;/:/:/ P(&8& ;/:/;/ PROMOCION ;/:/;/4/ C&p&2& 'e (&"8&me"!o ;/:/;/9/ Promo)o" p&r& !o'o# (o# &2o#

F+%%(*+= ## (=*'3#)*(= 3( I);()(#!50 +#="

F+%%(*+=## (=*'3#)*(= 3( I);()(#!<0 +#="

F+%%(*+= ## (=*'3#)*(= 3( I);()(#!<0 +#="

F+%%(*+=## (=*'3#)*(= 3( I);()(#!60 +#="

S10,00

S1<,00

S1<,00

S20,00

E% T#$+

E% T#$+

E% T#$+

E% T#$+

48

Formulacion Folletos de Apoyo Ultimo

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