Fundamentos Fundamentos de Economía
TRABAJO DE INVESTIGACIÓN GRUPAL: GRUPAL: El Mercado de La Cerveza
Profesor: Profesor: Arie Mainemer Alumnos: Keila Cabello, Lucas Díaz, Maximiliano Matus, Catalina Urza, !iare "ald#s$ %n&eniería Comercial$
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ÍNDICE: OBJETIVOS:.................................................................................................................................3 INTRODUCCIÓN:.........................................................................................................................3 I.
CARACTERÍS CARACTERÍSTICAS TICAS DE DEMANDA DEMANDA:: TIPOS TIPOS DE COMPRADOR.. COMPRADOR...... ........ ........ ........ ........ .......... ............ ............4 ......4
II. CARACTERÍSTICAS DE MERCADO:............... MERCADO:........................ .................. .................. .................. ................. ................. .................. ...............5 ......5 III. CARACTERÍSTI CARACTERÍSTICAS CAS DE OFERTA:. OFERTA:..... ....... ....... ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ .......... ........... ........... ............ ........... ........8 ...8 METODOLOGÍA:........................................................................................................................11 BIBLIOGRAFÍA:..........................................................................................................................12
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OBJETIVOS:
Co!"#$%#" & '$'()*'" #( +)+,#' %# #"-'%o %#( !"o%-,o #+-o/)%o. I%#$,)0)-'" '")'(#+ # )$0($ #$ #( -o$+o %#( !"o%-,o. D#,#")$'" & #+!#-)0)-'" ('+ -'"'-,#"+,)-'+ %# + #"-'%o %#'$%' & o0#",'.
INTRODUCCIÓN:
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!"o%-,o #$ #( #"-'%o & '+ -")" ('+ $#-#+)%'%#+ 6(,)!(#+ %# -'%' -o$+)%o". E$ (o+ 6(,)o+ 9 'o+ C7)(# '#$,; -o$+)%#"'(##$,# #( -o$+o %# (' -#"#*' %# 28 ' 45 (),"o+ '$'(#+ !o" !#"+o$' (o # !"oo-; $ )$-"##$,o #$ + !"#-)o. Po" o,"' !'",# (' o0#",' %# (' -#"#*' '",#+'$'( 7' +"/)%o -o$ '+,'$,# 0#"*'. A !")$-)!)o+ %#( +)/(o <
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"#!"#+#$,' $ 45> %#( o(#$ ,o,'( %# (),"o+ %# #)%'+ '(-o7;()-'+ ++,),o+ %# #+,'. E$ -o$-(+);$ +# 7'" $ '$()+)+ %# -;o +# '(o"' (' -#"#*' !o" (o+ -o$+)%o"#+ ' ,"'+ %# (' )%#$,)0)-'-);$ %# ++ -'"'-,#"+,)-'+ %# #"-'%o & -;o "#!#"-,# #( #$,o"$o #$ #+,# ,)!o %# )$%+,")': -(#+ +o$ (o+ 0'-,o"#+ # !#"),#$ + %#+'""o((o &o -( -(#+ #+ +o$ +o$ (o+ (o+ # # !o+# !o+##$ #$ -)#" -)#",o ,o++ 0'-, 0'-,o" o"#+ #+ %# ")#+ ")#+/o /o %#$, %#$,"o "o %# ('+ ('+ #!" #!"#+ #+'+ '+ !"o%-,o"'+.
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DEMADA:
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C-MP)AD-) 1. Compradores según nivel de ingreso:
D'%o # #$ (o+ 6(,)o+ 'o+ +# 7' !"#+#$-)'%o $ 0#",# )$-"##$,o #$ (' )$%+,")' %# (' -#"#*' +# 7'$ )$,#$+)0)-'%o ('+ -o!#,#$-)'+ !o" #$%# (' /#""' %# !"#-)o+ #+, +)#!"# !"#+#$,# #$ #( #"-'%o. A+))+o 7'& $ !")$-)!'( 0'-,o" %# ")#+/o #$ #( -o$+o %#( !"o%-,o %#$,"o %#( )+o #"-'%o # +#"' #( 0'-,o" '-"o#-o$;)-o. E+ %#-)" '( $o +#" !"o%-,o+ %# -o$+o '+) '+)o o %# !") !")#"' #"' $#-# $#-#+) +)%'% %'% !"#+# !"#+#$, $,'$ '$ -)#", -)#",' ' +#$ +#$+) +)) )()()%' %'% % '( $)# $)#(( %# )$/" )$/"#+o #+o %# (' !o('-);$ #$ /#$#"'( +#-,o"#+ 'o+H 7'-)#$%o $' (## "#-7' #$,"# )#$#+ !#%#$ -o$+)" #+,# !"o%-,o. Po" -o$+)/ -o$+)/)# )#$,# $,# & "#+!#-, "#+!#-,o o ' (o #$-)o #$-)o$'%o $'%o '$,#") '$,#")o"# o"#$,# $,# (' )$%+, )$%+,")' ")' -#"#-#"#-#"' #"' #+ #%)'$'#$,# ',"'-,)' &' # #)+,#$ '(,'+ '""#"'+ %# #$,"'%' & +'()%'. Po" o,"' !'",# ('+ o!o",$)%'%#+ )$#",)" # )$$o'" %#$,"o %# (' )+' )$%+,")'H # 7o& & #$ #( 0,"o +# !"#+#$,'$ !'"' (' )$%+,")' 7'-#$ # #+,' +)/' +)#$%o ',"'-,)'. 2. Compradores según edad y preferencias:
E)+,# $ /"'$ !6()-o !6()-o !'"' #( -o$+o -o$+o %# (' -#"#*'. -#"#*'. Po" (o /#$#"'( #( "'$/o %# #%'% '"' #$,"# (o+ 22 ' 24 'o+ (#/o %# (o+ 35 ' (o+ 4= 'o+. S)$ #'"/o +#/6$ (' '"-' E"oo E"oo$), $),o" o" (o+ ;#$#+ ;#$#+ $)#" $)#"+), +),'")o '")o++ !"#0)# !"#0)#"#$ "#$ KB#-# KB#-#" " & E+-% E+-%o o & ('+ #"#+ #"#+ Co"o$'. Po" o,"o ('%o (o+ 7o"#+ '%(,o+ %# -('+# #%)''' !"#0)#"#$ C")+,'( & (o+ ;#$#+ '%(,o+ %# -('+# #%)''(,' !"#0)#"#$ #)$##$ o S,#((' A",o)+. Lo # (' /#$,# #+, +-'$%o #$ #( #"-'%o %# ('+ -#"#*'+ #+ + ''"/o". D# #+,' )+' '$#"' /#$#"' + %#'$%' %# ,")/o. A-,'(#$,# #( -o$+)%o" $o +o(o +-' -)#",o /"'%o
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3. Elasticidad: precio e ingreso Precio objetivo recomendado:
P'"' 0)$#+ 0)$#+ %#( 'o 2=15 2=15 Co!' Co!'' ' %# C#"#* C#"#*'+ '+ U$)%'+ U$)%'+ $' %# ('+ !")$-) !")$-)!'( !'(#+ #+ -o!''+ #$ #( #"-'%o %# ('+ -#"#*'+H '-,'()*; + !"#-)o o#,)o: CLP 9.15= !o" '--);$ -o$ $ !"#-)o %# -)#""# %# CLP 5.@84 !o" '--);$. Ingreso:
S#/6$ S#/6$ (' A+o-) A+o-)'-) '-);$ ;$ %# C#"#*' C#"#*'++ C7)(# C7)(# A-#-7) A-#-7)HH %#+%# %#+%# #( 'o 2=14 2=14 #( -o$+ -o$+o o %# -#"#*' 7' )$-"##$,'%o #$ + %#( 9=> #$ (' !o('-);$ -7)(#$' #$ ,'$ +o(o $' %-'%'. E$ !"o#%)o +# -o$+#$ 42 (),"o+ %# -#"#*' !o" !#"+o$' '( 'o. E+ '+ -oo ++ )$/"#+o+ '$'(#+ -o""#+!o$%#$ ' US?2.5== )((o$#+.
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CA) CA )AC! C!E) E)*+ *+!% !%CA CA+ + DE DE ME) ME)CA CADD-::
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E$ #+,o+ 'o+ (o+ !")$-)!'(#+ o!#"'%o"#+ %# (' )$%+,")' -#"#-#"' (o-'( CCU & C#"#-#"'+ C7)(# 7'$ +'%o $ $#o )$/"#%)#$,# )$/"#%)#$,# ' + #+,"',#/)' !'"' /'$'" !$,o+ %# #"-'%o: #"-'%o: $' )$,#$+' -o!#,#$-)' !o" !"#-)o+ # +# 7' ,"'%-)%o #$ "#''+ ' !6()-o %# #$,"# 1=> & 25> #$ '(/$'+ '"-'+ & 0o"',o+ %# -o$+o '+)o # +# #$%#$ 0$%'#$,'(#$,# #$ +!#"#"-'%o+. L' %)+! %)+!, ,' ' (' !"o,' !"o,'/o$ /o$)* )*'$ '$ '"-' '"-'++ '+) '+)' '+: +: C")+, C")+,'( '( & E+-% E+-%o o !o" !o" CCU CCU & B#- B#-#" #" !o" !o" C#"#-#" C#"#-#"'+ '+ C7)(#. C7)(#. S# ,"',' ,"',' ,') ,')$ $ %# !"o%-, !"o%-,o+ o+ #+,"', #+,"',/)/)-o+ o+ & "#(#'$ "#(#'$,#+ ,#+ !'"' !'"' -'%' -'%' -o!''. C")+,'( # #+ #( 4=> %# (' %#'$%' ,o,'( "#!"#+#$,' + %#( 5=> %#( o(#$ %# CCU & B#-#" -o$ $' !o"-);$ %# 1=> #$ +!#"#"-'%o+ '!o",' #( 3=> %# ('+ #$,'+ %# C#"#-#"'+ C7)(#. P"#-)+'#$,# #$ ('+ -'%#$'+ +!#"#"-'%)+,'+ 7' #+,'%o #( #!)-#$,"o %# (' %)+!,' # +# %' #$ #( 0o"',o %# (','+ # "#!"#+#$,' #( 42> %# (' #$,' ,o,'(. S) )#$ (' #$,"'%' %# $#o+ -o!#,)%o"#+ '( #"-'%o $o 7' 7#-7o !#()/"'" #( ()%#"'*/o %# CCU + (# 7' "#+,'%o !$,o+ %# !'",)-)!'-);$ ' (' '"-' C")+,'(. E( !o"-#$,'# %# #$,' -'&; %#+%# $ 39> ' $ 32> #$ (o+ 6(,)o+ 'o+. Co"o$' -'!),'()*; /"'$ !'",# %#( %#+-#$+o %# C")+,'( o,#$)#$%o $ -"#-))#$,o #!(o+)o )!o",'$,# -o$ #( !'+'" %# (o+ 'o+. 2. Plan Pla n Estrat Est rat"gic "gico o:
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-o$+o()%#$ $' -(,"' %# #"-'%o L' ++,#$,')()%'% %# (' o!#"'-);$
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D#$,"o %#( !'+ & #( #"-'%o %# (' -#"#*' $o +# 7' %#,#-,'%o $)$/$' -o(+);$ $) )$%)-)o %# '(/$'. S)$ #'"/o -'# %#+,'-'" # #$ #"-'%o )$,#"$'-)o$'( #)+,); $' -o(+);$ (' -'( +# +'$-)o$; -o$ (,'+ # o"%#'"o$ (o+ US? 149 )((o$#+ ' '")'+ #!"#+'+ -#"#-#"'+ )$o(-"'%'+ !o" '-o"%'" '#$,o %# !"#-)o+ )o('$%o ('+ "#/('+ %# -o!#,#$-)'+. $. #eglaciones:
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L#& N 18.455 18.455 #+,'(# #+,'(#-)# -)#$%o $%o ('+ ('+ $o"'+ $o"'+ ,-$)-' ,-$)-'++ %)+!#+, %)+!#+,'+ '+ !'"' (' #('o" #('o"'-) '-);$ ;$ %# -#"#*' & o,"'+ #)%'+ '(-o7;()-'+ & )$'/"#+.
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E!"#+ #+' ' # # !"#% !"#%o o)$ )$' ' #$ C7)( C7)(# # -o$ -o$ $ => => %# Cerv Cervece ecer% r%as as &nid &nidas as 'CC& 'CC&(: (: E!" !'",)-)!'-);$ %#( #"-'%o ,o,'(. S+ '"-'+ +o$: C")+,'( #)$##$ Ro&'( Mo"#$),'
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2. #especto a variedades y tipos:
Cerve)as propias:
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C#" C#"#* #*' ' C")+ C")+,' ,'(:(: $) $)-' -' G"'$ G"'$%# %# & N#+ N#+," ,"' '.. C#" C#"#* #*' ' ") ")' ' ,)!o ,)!o L'/# L'/#"" %# 42 42 /"'%o+ %# '(-o7o(. E+ (' #/' '"-' %# CCU & (%#" %#( #"-'%o %# -#"#*'+
-7)(#$o -o$ 92> %# !'",)-)!'-);$ -o$+)%' #$ ,o%o+ (o+ /"!o+. C#" C#"#*' #*' E+-% E+-%o: o: M+ Co(o Co(o" " M+ M+ C#"!o C#"!o M+ M+ S'o S'o" " E+- E+-%o %o #+ M+ M+ C#"# C#"#*' *' !"o!o$# #+,' '"-' "#-o$o-)%' -oo (' +#/$%' %# '&o" !"#0#"#$-)' & #$,' #$
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Mo"#$ Mo"#$),),' ' E+!#-) E+!#-)'( '( D#( S": S": I$+!) I$+!)"' "'%' %' #$ #( #+! #+!") "), , -()% -()%o o & '-o/# '-o/#%o %o"" %# (' /#$,# /#$,# +"# +"#' ' #+,' #+,' +'# +'# -#" -#"#*' #*' $#/"' $#/"' $'-# $'-# #( 2==1 2==1 -oo -oo $' $' -#" -#"#*' #*' "#/)o "#/)o$' $'(( #-(+)' #-(+)' !'"' (' *o$' +" %#( !'+. Po" + #)+),o #)+),o +'o" & 4= /"'%o+ %# '(-o7o(
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