Modelo-Plan-de-mercadeo-Galletas-Perú.doc

UNIVERSIDAD NACIONAL DANIEL ALCIDES CARRION ESCUELA PROFESIONAL DE ECONOMIA

Plan estratégico de MARKETIN de las galletas La Francesa S!A!

MARKETIN Eco! Perc" #ERRERA PINEDA

ESTUDIANTES$ BULLON CRISTOBAL, Vladimir  CASTRO CRUZ, Stalyn FLORES RIVERA, David MATIAS RAMOS, Carlos ZELAA CABELLO, !"vinn

TABLA TABLA DE CONTENIDO RESUMEN E#ECUTIVO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ E#ECUTIVO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$% $$$$$% INTRODUCCI&N$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ INTRODUCCI&N$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$' $$$$$$$$' CA()TULO *$ (LAN ESTRAT+ICO ESTRAT+ICO DE MAR!ETIN$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$** MAR!ETIN$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$** *$ La "m-r"sa$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ "m-r"sa$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$** $$$$$$$$$** *$*$ R"s".a /ist0ri1a$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ /ist0ri1a$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$** *$2$ Visi0n$$$$$$$$$$$$ Visi0n$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*3 $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*3 *$3$ Misi0n$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Misi0n$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*3 $$$$$$$$$$$$$$$$$$$$$$$$$$$*3 *$%$ Or4ani5a1i0n d" La Fran1"sa SA$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ SA$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*% $$$$$*% *$6$ An7lisis Int"rno$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Int"rno$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*6 $$$$$$$$$$$$$$*6 *$6$*$ Mar8"tin4 y V"ntas$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ ntas$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*6 $$$$$$$$$$$$$$$$$$$$$$$$*6 *$6$2$ D"sarrollo T"1nol04i1o$$$$$$$$ T"1nol04i1o$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*9 $$$$$$$$$$$$$$$$$$$$$$$$*9 *$6$3$ A:ast"1imi"nto$$$$$$$$$$$$$$$ A:ast"1imi"nto$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$*; $$$*; *$6$%$ Lo4orma1i0n Finan1i"ra$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Finan1i"ra$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$26 26 *$'$ Li1as$$$$$$$$$$$$$$$$$$$$$$$$$ d"mo4r7>i1as$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$%= $$$$$$$$$$$%= 3$*$3$ Varia:l"s C?lt?ral"s$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ C?lt?ral"s$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$6 $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$6 3$*$%$ @m:ito L"4al$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ L"4al$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$62 $$$$$$$$$$$$$$$62 3$*$6$ An7lisis d"l S"1tor a travs d"l Mod"lo d" las Cin1o F?"r5as Mi1a"l (ort"r$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ (ort"r$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$62 $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$62 3$2$ Estr?1t?ra d"l m"r1ado$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ m"r1ado$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$69 $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$69 CA()TULO %$ DIAN&STICO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ DIAN&STICO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$6; $$$$$$$$$$$$$$$$$$$$$$$$$$$$6; AN@LISIS FDOA$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ FDOA$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$6; 6;

TABLA TABLA DE CONTENIDO RESUMEN E#ECUTIVO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ E#ECUTIVO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$% $$$$$% INTRODUCCI&N$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ INTRODUCCI&N$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$' $$$$$$$$' CA()TULO *$ (LAN ESTRAT+ICO ESTRAT+ICO DE MAR!ETIN$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$** MAR!ETIN$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$** *$ La "m-r"sa$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ "m-r"sa$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$** $$$$$$$$$** *$*$ R"s".a /ist0ri1a$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ /ist0ri1a$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$** *$2$ Visi0n$$$$$$$$$$$$ Visi0n$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*3 $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*3 *$3$ Misi0n$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Misi0n$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*3 $$$$$$$$$$$$$$$$$$$$$$$$$$$*3 *$%$ Or4ani5a1i0n d" La Fran1"sa SA$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ SA$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*% $$$$$*% *$6$ An7lisis Int"rno$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Int"rno$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*6 $$$$$$$$$$$$$$*6 *$6$*$ Mar8"tin4 y V"ntas$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ ntas$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*6 $$$$$$$$$$$$$$$$$$$$$$$$*6 *$6$2$ D"sarrollo T"1nol04i1o$$$$$$$$ T"1nol04i1o$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$*9 $$$$$$$$$$$$$$$$$$$$$$$$*9 *$6$3$ A:ast"1imi"nto$$$$$$$$$$$$$$$ A:ast"1imi"nto$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$*; $$$*; *$6$%$ Lo4orma1i0n Finan1i"ra$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Finan1i"ra$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$26 26 *$'$ Li1as$$$$$$$$$$$$$$$$$$$$$$$$$ d"mo4r7>i1as$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$%= $$$$$$$$$$$%= 3$*$3$ Varia:l"s C?lt?ral"s$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ C?lt?ral"s$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$6 $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$6 3$*$%$ @m:ito L"4al$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ L"4al$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$62 $$$$$$$$$$$$$$$62 3$*$6$ An7lisis d"l S"1tor a travs d"l Mod"lo d" las Cin1o F?"r5as Mi1a"l (ort"r$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ (ort"r$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$62 $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$62 3$2$ Estr?1t?ra d"l m"r1ado$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ m"r1ado$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$69 $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$69 CA()TULO %$ DIAN&STICO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ DIAN&STICO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$6; $$$$$$$$$$$$$$$$$$$$$$$$$$$$6; AN@LISIS FDOA$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ FDOA$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$6; 6;

%$*$ Fortal"5as$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Fortal"5as$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$6; $$$$$$6; %$2$ D":ilidad"s$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ D":ilidad"s$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$6= $$$$$$$$$$$$$$$$$$$$$$$$$$$$6= %$3$ O-ort?nidad"s$$$$$$$$$$$$$$$$$$$$$$$$$ O-ort?nidad"s$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$' $$$$$' %$%$ Am"na5as$$$$$$$$$$$$$$$$$$$ Am"na5as$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$'* $$$$$$$$$$$$$$$$$$'* %$6$ Lin"ami"ntos Estrat4i1os "n"ral"s$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ "n"ral"s$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$'2 $$$$$$$$$$'2 CA()TULO 6$ ESCENARIOS FUTUROS$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ FUTUROS$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$'' '' 6$*$ (roy"11ion"s (roy"11ion"s C?alitativas$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ C?alitativas$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$'' $$$$$$'' 6$2$ (roy"11ion"s (roy"11ion"s C?antitativas$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ C?antitativas$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$'9 $$$$$$'9 CA()TULO '$ LINEAMIENTOS ESTRAT ESTRAT+ICOS +ICOS COR(ORAT COR(ORATIVOS DE LARO (LAZO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ (LAZO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$'= $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$'= '$*$ R"d">ini1i0n d" la Misi0n Cor-orativa$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Cor-orativa$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$'= '= '$2$ O:G"tivos "nri1os Cor-orativos$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Cor-orativos$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$'= '= CA()TULO 9$ (LAN O(ERAT O(ERATIVO DE MAR!ETIN$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ MAR!ETIN$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$9* $$$$$$$9* 9$*$ Form?la1i0n Form?la1i0n Estrat4i1a Com"r1ial$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Com"r1ial$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$9* 9* 9$*$*$ Estrat"4ias "nri1as d" Mi1a"l (ort"r$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$9* (ort"r$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$9* 9$*$2$ Estrat"4ia d" S"4m"nta1i0n$$$$$$$$$$$$$$$$$$$$$$$$$$ S"4m"nta1i0n$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$9* $$$$$$$$$$$$$$$$$$$$$$$$$$9* 9$*$3$ Estrat"4ia d" (osi1ionami"nto$$$$$$$$$$$$$$$$$$$$$$$$$$ (osi1ionami"nto$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$92 $$$$$$$$$$$$$$$$$$$$$$92 9$*$%$ Estrat"4ias d" Cr"1imi"nto Int"nsivo$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Int"nsivo$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$93 93 9$2$ M"todolo4
RESUMEN E#ECUTIVO

El -r"s"nt" -roy"1to -r"t"nd" d"mostrar ?" la "m-r"sa$ La Fran1"sa SA "s ?na >7:ri1a  -rin1i-alm"nt" -ani>i1adora 1on ?na lar4a tray"1toria, la "m-r"sa s" "n>r"nta a ?n m"r1ado m?y 1om-"titivo y a di>"r"n1ias "n 4?stos d" los 1ons?midor"s$ El tra:aGo  -r"s"nta ?n an7lisis d"l im-a1to d" las varia:l"s "1on0mi1as, "1on0mi1as, d"mo4r7>i1as, 1?lt?ral"s y l"4a l"4al" l"s$ s$ As< tam: tam:i inn s" anal anali5 i5aa "l m"r1 m"r1ad adoo d" 4all 4all"t "tas as s?s s?s -roy -roy"1 "11i 1ion on"s "s,, los los 1ons?midor"s y 1om-"tidor"s d" "st" -rod?1to$ El m"r1 m"r1ad adoo a sido sido s"4m s"4m"n "nta tado do t"ni t"ni"n "ndo do 1omo 1omo vari varia: a:l" l"ss "l ti-o ti-o d" 4all 4all"t "ta, a, las las  -r">"r"n1ias d" los los 1ons?midor"s 1ons?midor"s y s?s 1ara1t"ri1ios y -rin1i-al"s  -rod?1tos ?" la mar1a introd?1ir7, -ara l?"4o -od"r in4r"sar m7s >71ilm"nt" otras vari"dad"s$ Los -r"1ios s"r7n m"nor"s a los d" la 1om-"t"n1ia y s" -r"t"nd" ?na distri:?1i0n ori5ontal "n 5onas d" mayor niv"l so1io "1on0mi1o C y D$

INTRODUCCI&N

La Fran1"sa SA, "s ?na ind?stria d" 4ran tray"1toria "n "l t"rritorio -"r?ano d"di1ada a la >a:ri1a1i0n >a:ri1a1i0n y 1om"r1iali5a 1om"r1iali5a1i0n 1i0n d" ?na variada variada 1art"ra d" alim"ntos alim"ntos 1omoJ 1omoJ -an,  -an"ton"s, sna18s salados y 4all"tas$ (rod?1tos "1os 1on ins?mos d" 1alidad y  -r">"r"nt"m"nt" nat?ral"s$ nat?ral"s$ La Fran1"sa SA, a visto -or 1onv"ni"nt" ini1iar ?n -ro1"so d" "-ansi0n, m"diant" "l "st?dio y an7lisis d" ?n -lan "strat4i1o d" mar8"tin4 d" s?s -rod?1tos "n m"r1ados  -"r?anos$ A-rov"1ando A-rov"1ando 1a-a1idad"s 1a-a1idad"s int"rnas no "-lotadas y "l 1om-romiso d" la 4"r"n1ia d" -osi1ionars" "n "l m"r1ado, y a-rov"1ando >a1tor"s 1omo la a>inidad, la 1"r1anr"1"r 4all"tas ?" s"an 1om-"titivas 1on las tradi1ional"s, ado-tando los 4?stos y -r">"r"n1ias d"l m"r1ado$ (or lo tanto la "m-r"sa ti"n" ti"n" ?" d"sarr d"sarroll ollar ar -r?":a -r?":ass d"

m"r1a m"r1ado do y dis".a dis".arr "strat "strat"4i "4ias as ?" ?" l" -"rmitan -"rmitan

a>ian5ars" "ntr" "ntr" la -r">"r"n1ia -r">"r"n1ia d" los 1ons?midor"s$ 1ons?midor"s$ El lan5ami"nto d"l -rod?1to s"r7 "l -ro-0sito d" ?n -lan d" mar8"tin4 ?" 4aranti1" la "-lota1i0n d" las v"ntaGas 1om-"titivas d" la "m-r"sa y "l "ntorno d"l m"r1ado, as< 1omo ?n :?"n man"Go d" las "rrami"ntas d" mar8"tin4, ?" >inalm"nt" 1ontri:?ya a la r"nta:ilidad d" la "m-r"sa y 1r"ar ?na ima4"n d?rad"ra d" la "m-r"sa$ (ara -od"r "nt"nd"r la -ro:l"m7ti1a a1t?al d" la "m-r"sa y los 1aminos ?" s" s"4?ir7n  -ara ?na ">i1a5 introd?11i0n introd?11i0n y 1om"r1iali5a1i0n d" los -rod?1tos, -rod?1tos, "l tra:aGo s" divid" "n o1o 1a-
Ca%&t'lo (! Plan Estratégico de Mar)eting En "st" 1a-inan1i"ro d" la "m-r"sa y  -r"s"ntando los -rod?1tos ?" s" :?s1a introd?1ir$

Ca%&t'lo *! An+lisis estratégico de la sit'aci,n Es "l an7lisis d"l "ntorno, d"s1ri:" las varia:l"s "1on0mi1as, d"mo4r7>i1as, 1?lt?ral"s y l"4al"s d"l m"r1ado$ Tam:in s" anali5a "l s"1tor d" la ind?stria 4all"t"ra y la 1om-"t"n1ia, ?i"n"s son n?"stros 1ons?midor"s y "l "ntorno 1om-"titivo "n "l 1?al s" d"sarrolla la 1om"r1iali5a1i0n d" 4all"tas$

Ca%&t'lo -! Diagn,stico S" "sta:l"1" ?n dia4n0sti1o, m"diant" "l 1r?1" d" las distintas varia:l"s int"rnas y "t"rnas d"l FODA, ?" nos ll"varan a la >orm?la1i0n d" -osi:l"s "strat"4ias a 1orto y m"diano -la5o$

Ca%&t'lo .! Linea/ientos Estratégicos Cor%orati0os a largo Pla1o Est" 1a-ini1i0n 1or-orativa, -ara la in1?rsi0n "n "l m"r1ado, as< 1omo los o:G"tivos 4"n"ral"s 1?alitativos y 1?antitativos ?" "s-"ra al1an5ar "n "l ti"m-o ?" d?r" "l -lan d" mar8"tin4$

Ca%&t'lo 2! Plan O%erati0o de Mar)eting El Ca-
Ca%&t'lo 3! E0al'aci,n Financiera En "st" 1a-inan1i"ra d"l -roy"1to, -ara lo 1?al "n :as" a ?n -r"s?-?"sto d" "4r"sos o-"rativos y 4astos 4"n"ral"s d" los -rim"ros 1in1o a.os s" r"ali5an las -roy"11ion"s d" >l?Go d" 1aGa y d"l "stado d" 4anan1ias y  -rdidas$

Ca%&t'lo 4! Siste/as de E0al'aci,n " control M"diant" "st" sist"ma s" -r"t"nd" monitor"ar y "val?ar "n "l ti"m-o los r"s?ltados$ Contando 1on div"rsas a?ditorias d" m"r1ado a niv"l d" v"ntas y r"-ort"s "t"rnos ?" nos -"rmit"n o-ort?nam"nt" a1"r "strat"4ias 1orr"1tivas$ (ara ll"var a 1a:o "st" -roy"1to s" 1ont0 1on in>orma1i0n a1t?ali5ada d"l m"r1ado d" 4all"tas -"r?ano y div"rsos art<1?los a1t?al"s so:r" "l t"ma$ Tam:in s" 1?"nta 1on in>orma1i0n -ro-ia d" la "m-r"sa La Fran1"sa SA$ S" ?tili5aron t"tos d" mar8"tin4 y -lani>i1a1i0n "strat4i1a, ?" -"rmiti"ron  -ro-or1ionar ?n mar1o t"0ri1o y solid"5 al -roy"1to$ S" o:t?vo in>orma1i0n d" m"r1ado d" >?"nt"s -rimarias, a travs d" "n1?"stas, "ntr"vistas y Fo1?s ro?- diri4idos a 1ons?midor"s " int"rm"diarios las 1?al"s i1i"ron -osi:l" ?na m"Gor 1om-r"nsi0n d" la v"nta y las -r">"r"n1ias d"l m"r1ado d" 4all"tas$

CA()TULO *$ (LAN ESTRAT+ICO DE MAR!ETIN

(! La e/%resa

(!(! Rese5a #ist,rica

La Fran1"sa SA >?" >?ndada "l 3 d" mayo d" *=6;, "n la 5ona d" Mira>lor"s d" la 1i?dad d" La (a5, Bolivia$ D?rant" los -rim"ros a.os la ind?stria "sta:a d"di1ada "1l?sivam"nt" a la "la:ora1i0n d" K-an d" :atalla , si"ndo la -rim"ra "m-r"sa  -ani>i1adora 1on 1a-a1idad ind?strial d"l -a
im-ortada d"sd"

Al"mania$ (ost"riorm"nt", "n *=96 1omo ind?stria -ani>i1adora in4r"sa a la -rod?11i0n d" -an "nvasado, r?:ro ?" lid"ri5a asta aora$ El a.o *=99 ini1ia la -rod?11i0n d" los tradi1ional"s (an"ton"s Navid".os, al1an5ando r7-idam"nt" "l lid"ra54o d" st" r?:ro y mant"ni"ndo d"sd" "sa -o1a "l -rim"r l?4ar 1omo -rod?1tor"s d" -an"ton"s a niv"l na1ional$

En *=; s" ina?4?ra "l KCom-l"Go Ind?strial Mod"lo "n la 1i?dad d" El Alto, 1on ?na in>ra"str?1t?ra y 1a-a1idad -ara -rod?1irJ 4all"tas, -ant"on"s y -an"s, si"ndo a1t?alm"nt" la -lanta m7s im-ortant" d" La (a5$ En "l a.o *=;' s" in1or-ora ?na ll"s, "n1r"madora, 1ortadora d" 4all"tas y ?na s"ri" d" "m-a?"tadoras$

En *==6 in1?rsiona "n la -rod?11i0n y -ro1"sami"nto d" Sna18s, div"rsi>i1ando la l
El m"s d" novi"m:r" d" *==9, La Fran1"sa SA r"1i:" "l nom:rami"nto d" -rov""dor  o>i1ial d" -an d" la 1ad"na M1 Donalds, -ara la at"n1i0n d" = "sta:l"1imi"ntos "n "l t"rritorio :oliviano, ?:i1ados "n los d"-artam"ntos d" La (a5, Co1a:am:a y Santa Cr?5$ (or ra5on"s "1on0mi1as m?ndial"s, la "m-r"sa 1i"rra o-"ra1ion"s "n Bolivia,  -"ro -or la "-"ri"n1ia ad?irida la 1ad"na d" r"sta?rant"s B?r4"r 8in4 -asa a s"r s? n?"vo so1io$

El m"s d" a4osto d" *==;, in1or-ora ?na n?"va (lanta Ind?strial d" -ro1"d"n1ia italiana, 1om-l"tam"nt" a?tom7ti1a y 1om-?tari5ada 1on ?na 1a-a1idad d" -rod?11i0n d" *$ 8ilosPoraQ instalada "n la (lanta d" El Alto, in1r"m"ntando la 1a-a1idad d"  -rod?11i0n a 2$ 8ilosPora, d7ndol" ?n 4iro d" mod"rnidad a la ind?stria 4all"t"ra y  -ani>i1adora d"l -a
D"sd" "l a.o 2 asta la a1t?alidad s" "n1ar4a d" la -rovisi0n y distri:?1i0n d"l d"say?no "s1olar, "n La (a5 y El Alto, -ro-or1ionando -rod?1tos >orti>i1ados 1on ?in?a, soya, 1a.a?a y ma<5 a m7s d" *%2 "s1?"las$

A1t?alm"nt" Ind?strias Alim"nti1ias La Fran1"sa SA, "s >a:ri1ant" d" m7s d" *3 i1ada d"l ramo a niv"l na1ional$

/oy "n dlota d" v"<1?los -ro-ios y otros s?:1ontratados, los ?" s" "n1ar4an diariam"nt" d" "ntr"4ar a los -rin1i-al"s distri:?idor"s d" los o4ar"s :olivianos$

Los s"rvi1ios ?" a1om-a.an a los -rod?1tos sonJ -ol"1t?osas y s"rvi1io al 1li"nt" m"diant" ?na l0ni1a$

(!6! Visi,n

La visi0n d" La Fran1"sa SA "sJ KS"r ?na "m-r"sa d" 1las" m?ndial y d" 1r"1imi"nto 1ontin?o, 1a-a5 d"  -roy"1tar s? -r"s"n1ia "n los m"r1ados mas 1om-"titivos y d" "-andir  s? -osi1i0n d" lid"ra54o "n "l s"1tor alim"nti1io$

(!*! Misi,n

La misi0n d" La Fran1"sa SA "sJ K(ro-or1ionar a las >amilias :olivianas div"rsas >ormas d" 1om-l"m"ntar  s? alim"nta1i0n diaria, a travs d" -rod?1tos d" 1alidad y "1"l"n1ia "n s"rvi1ios$ Div"rsi>i1ar n?"stros m"r1ados, -roy"1tando ?na s0lida ima4"n 1or-orativa y 4aranti5ando la o:t"n1i0n d" :"n">i1ios d" man"ra sost"ni:l"

(!-! Organi1aci,n de La Francesa SA

La "m-r"sa -os"" "n la a1t?alidad ?na "str?1t?ra or47ni1a d" ti-o lin"al >?n1ional, "l or4ani4rama nos -"rmit" o:s"rvar los distintos 4rados d" G"rar?
A la 1a:"5a d" la -ir7mid" or4ani5a1ional s" "n1?"ntra la Asam:l"a d" So1ios ?" "s la ?" d">in" "l 1?rso d" la "m-r"sa, tomando -art" d" las d"1ision"s y -lan"s ?" la "m-r"sa d"s"a "m-r"nd"r, "n la 1?al "s -arti1i-" toda la 1-?la 4"r"n1ial d" la "m-r"sa$

El 4"r"nt" 4"n"ral tam:in "s mi"m:ro d"l Cons"Go Administrativo al ?" r"-ortan las 1?atro Dir"11ion"s ?" 1on>orman las 7r"as >?n1ional"s d" la "m-r"sa, las 1?al"s sonJ Dir"11i0n d" (rod?11i0n, Dir"11i0n d" Administra1i0n, Dir"11i0n Finan1i"ra y Dir"11i0n d" Com"r1iali5a1i0n$

A 1ontin?a1i0n s" o:s"rva "l or4ani4rama d" la or4ani5a1i0nJ

CUADRO N *$ ORANIRAMA KLA FRANCESA SA >i4*$G-4 >i4*a$G-4 FUENTEJ La Fran1"sa SA

A 1ontin?a1i0n s" d"s1ri:"n las -rin1i-al"s a1tividad"s d" las administra1ion"sJ

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Dir"11i0n d" Administra1i0n

En1ar4ada d" or4ani5ar, 1oordinar, "G"1?tar y 1ontrolar las a1tividad"s ?" a1"n "l >?n1ionami"nto 4"n"ral d" la "m-r"sa$

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Dir"11i0n d" (rod?11i0n

En1ar4ada d" diri4ir y 1ontrolar "l -ro1"so -rod?1tivo "la:orar 17l1?los so:r" 1ostos d"  -rod?11i0n y 1oordinar "l >?n1ionami"nto d" las di>"r"nt"s s"11ion"s d" -rod?1tos$ •

Dir"11i0n d" Finan5as

S" "n1ar4a "sta administra1i0n d"l -lan"ami"nto y 1ontrol >inan1i"ro, as< 1omo d"l  -r"s?-?"sto -ara 1ada 4"sti0n, d"ntro tam:in "sta la 1onta:ilidad y t"sor"r
Dir"11i0n d" Com"r1iali5a1i0n

Ti"n" a s? 1ar4o la distri:?1i0n d" los -rod?1tos y "l man"Go d"l Mar8"tin4$ La distri:?1i0n d" los -rod?1tos d" La Fran1"sa SA s" r"ali5a d"sd" s?s -lantas -rin1i-al"s ?:i1adas "n La (a5 y Co1a:am:a, y s?s distri:?idoras "n 1ada d"-artam"nto$ Los  -rod?1tos son trans-ortados a travs d" ?na >lotilla d" v"<1?los -ro-ios, a-roimadam"nt" % movilidad"s las 1?al"s s" "n1ar4an d" la distri:?1i0n a las r"s-"1tivas a4"n1ias, ti"ndas, -?"stos d" v"ntas y a1t?alm"nt" a 1ol"4ios ?" "st7n "n "l  -lan d" Kd"say?no "s1olar $

(!7! An+lisis Interno Est" -?nto d"s1ri:" las >?n1ion"s d" las -rin1i-al"s 7r"as d" la "m-r"sa, y los >a1tor"s  -r"s1indi:l"s -ara ?na :?"na 1ond?11i0n d" las -r71ti1as ind?strial"s diarias$

(!7!(! Mar)eting " Ventas La Fran1"sa SA "s ?na "m-r"sa ?" 1?"nta 1on ' a.os d" "-"ri"n1ia "n "l m"r1ado y ?" a 4"n"rado l"altad a1ia la mar1a d"l 1ons?midor :oliviano$ M?1os d" s?s  -rod?1tos son l
D":ido a la 4ran vari"dad d" -rod?1tos y a la in1?rsi0n d" n?"vos 1om-"tidor"s "s n"1"sario ?" la "m-r"sa d">ina -ol"r"n1ia1i0n y  -osi1ionami"nto d" s?s -rod?1tos -ara no -"rd"r -arti1i-a1i0n d" m"r1ado$

La -?:li1idad ?" 4"n"ran as< 1omo los 1anal"s -or los 1?al"s los di>?nd"n son -asivos, d":ido a la 1on>ian5a d" la "m-r"sa "n s?s -rod?1tos d" 1alidad y tradi1ionalismo$ La misma s" int"nsi>i1a "n los ltimos m"s"s d"l a.o -ara im-?lsar la v"nta d"l -ant"0n navid".o$

El m"r1andisin4 ?" ?tili5an no "sta m?y d"sarrollado, y "st" solo lo -r"s"ntan "n las distri:?idoras a?tori5adas, s?-"rm"r1ados y :od"4as$

(or s? r"1i"nt" in1?rsi0n "n m"r1ados int"rna1ional"s, s" 1r"a la dir"11i0n d" 1om"r1io "t"rior, la 1?al s"r7 la "n1ar4ada d" 1r"ar los m"dios -romo1ional"s y "strat"4ias d"  -"n"tra1i0n -ara int"rna1ionali5ar los -rod?1tos ad"1?ados, 1on miras a Estados Unidos y -a
Estr'ct'ra del 8rea Co/ercial

El 7r"a 1om"r1ial d" La Fran1"sa SA ti"n" a s? 1ar4o a las "r"n1ias d" V"ntas y Distri:?1i0n y r"1i"nt"m"nt" a la dir"11i0n d" "-orta1ion"s r"s-"1tivam"nt"$

La "m-r"sa 1?"nta 1on ?na sola >?"r5a d" v"ntas "-"rim"ntada ?" ti"n" la r"s-onsa:ilidad d" visitar y 4"n"rar int"rs -or las distintas l
La distri:?1i0n "sta s?:dividida d" la si4?i"nt" man"raJ

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Distri:?idor"s m0vil"sJ son d"-"ndi"nt"s d" la "m-r"sa, r"-art"n a instit?1ion"s y 1ol"4ios y a al4?nos mayoristas$

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Distri:?idor"s Ind"-"ndi"nt"sJ son distri:?idor"s s?:1ontratados y r"-art"n mayorm"nt" a d"tallistas$

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A4"n1ias d" La Fran1"sa SAJ so1i"dad"s d" -"rsonas ind"-"ndi"nt"s 1on las 1?al"s la "m-r"sa 1om-art"n "1l?sividad y 4astos, "st7n "n1ar4adas d" la distri:?1i0n a d"tallistas y al 1ons?midor >inal$

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S?1?rsal"sJ son -ro-ias d" la "m-r"sa y v"nd"n al 1ons?midor >inal$

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R"-r"s"ntant"s MayoristasJ no son -art" d" la "m-r"sa, -?"d"n v"nd"r otras mar1as d" -rod?1tos, 4"n"ralm"nt" distri:?y"n a s?-"rm"r1ados y d"tallistas$

R"1i"nt"m"nt" s" 1r"a la 7r"a d" inv"sti4a1i0n y d"sarrollo ID -ara la 1r"a1i0n d" n?"vos -rod?1tos, ?" "sta :aGo la r"s-onsa:ilidad d" la Dir"11i0n Com"r1ial y la d"  -rod?11i0n las 1?al"s -r"s"ntan s?s -ro-?"stas al 1ons"Go administrativo y  -ost"riorm"nt" a la Asam:l"a d" So1ios$

(!7!6! Desarrollo Tecnol,gico

La Fran1"sa SA 1?"nta 1on ma?inarias d" ltima 4"n"ra1i0n ad?iridas r"1i"nt"m"nt" "l a.o *==; d" -ro1"d"n1ia italiana, 1om-l"tam"nt" a?tom7ti1as y 1om-?tari5adas 1on ?na 1a-a1idad d" -rod?11i0n d" 2$ 8ilosPora$ ?" l" -"rmit" 1?:rir "l m"r1ado na1ional ?tili5ando solo "l % d" s? 1a-a1idad -rod?1tiva$ R"1i"nt"m"nt" s" ad?iri"ron "m-a?"tadoras d" ltima 4"n"ra1i0n -ara o>r"1"r ?n >ormato n?"vo "n  -r"s"nta1ion"s$

La "m-r"sa 1?"nta 1on ?n n?"vo so>tar" >inan1i"ro SIMEC ?" l" -"rmit" 1ontrolar  m"diant" "stadinan1iami"nto y las inv"rsion"s r"ali5adas, ?" s" r"ali5an d"sd" la -rod?11i0n asta la 4"r"n1ia "n ?n d"t"rminado ti"m-o$

S? ant"rior sist"ma FLEH >?" r""m-la5ado -or "st" -ro4rama a1t?al a -rin1i-ios d" A:ril d"l 26, ?" t?vo ?na d?ra1i0n til d" % a.os$

(!7!*! A9asteci/iento La Fran1"sa SA s" a:ast"1" tanto d" mat"ria -rima na1ional 1omo im-ortada d" -a"s 1omo Ar4"ntina y Brasil$

Nacionales La mat"ria -rima na1ional s" d"talla a 1ontin?a1i0nJ •

/arinaJ tri4o, ma<5, 1"nt"no, ?in?a, soya, >orti>i1ada, "t1$

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A51ar 

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OtrosJ mai1"na, 4l?1osa "n -olvo, ?"so, ?"vos, mant"1a animal y v"4"tal, a1"it" 1om"sti:l", l"1" "n -olvo, l"1" "nt"ra, l"1" 1ond"nsada, >r?ta >r"s1a, G?4o d" >r?tas, >r?tas "n 1ons"rva, mant"?illa, mar4arina, 1o1olat", 1o1oa, "t1$

Los mat"rial"s d" "nvas" y "m:alaG" -ara los -rod?1tos sonJ •

Bolsas d" -oli"til"no, :olsas d" -oli-ro-il"no, 1intas -l7sti1as y 1aGas d" 1art0n$

I/%ortados La mat"ria -rima im-ortada s" d"talla a 1ontin?a1i0nJ

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/arina d" tri4o, L"vad?ra, >r?tas s"1as, -olvo d" orn"ar, m"Gorant"s, "tra1tos y "s"n1ias$

A-roimadam"nt" "l =6 d" la mat"ria -rima "s d" ori4"n na1ional, y m?1os d" "stos ins?mos son -rod?1tos d" "-orta1i0n "n s?s r?:ros$

(!7!-! Log&stica Interna La -lanta 1?"nta 1on alma1"n"s 0-timos y ada-tados -ara la 1ons"rva1i0n d" mat"ria  -rima y -rod?1to t"rminado -ara s? distri:?1i0n, ?:i1ado "n la 1i?dad d" El Alto d" = m2 1?:i"rtos y "n la 5ona 1"ntral d" La (a5, r"1i"nt"m"nt" ina?4?r0 ?na n?"va  -lanta "n Co1a:am:a$ El man"Go 1orr"1to d" inv"ntario as"4?ra la 1ontin?idad d" las o-"ra1ion"s, 1on ?na r"s"rva "n alma1"n"s d" mat"ria -rima im-ortada ra5ona:l", "vitando los "1"sos d" inv"ntarios y la "s1as"5 d" los mismos, ?" -?"d"n o1asionar la  -arali5a1i0n d" la -rod?11i0n$

(!7!7! Fortale1as •

La Fran1"sa SA 1?"nta 1on m?1os a.os d" "-"ri"n1ia "n "la:ora1i0n d" -rod?1tos alim"nti1ios, si"m-r" a la van4?ardia "n 1?anto a d"sarrollo d" -rod?1tos y 1alidad d" -ro1"sos, r"1ono1ida -or la 1om?nidad :oliviana$

La "m-r"sa ll"va ' a.os d" "-"ri"n1ia "n la "la:ora1i0n d" -rod?1tos alim"nti1ios, y "n la >a:ri1a1i0n d" 4all"tas 2; a.os, si"ndo ?no d" los 1?al"s ti"n" mayor a1"-ta1i0n "n "l m"r1ado, 1?"nta 1on ?na 4ran vari"dad d" -rod?1tos salados, d?l1"s, d" a4?a, salvado nat?ral y 1an"la, or47ni1os d" ?in?a$

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Costos :aGos "n mano d" o:ra y mat"ria -rima, ?" l" -"rmit"n d"sarrollar   -rod?1tos d" 1alidad y 1om-"titivos "n -r"1io "n "l m"r1ado na1ional y m"r1ados int"rna1ional"s$

La mano d" o:ra "n Bolivia "s ?na d" las m7s :aGas d"l 1ontin"nt", "l salario m
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Utili5a1i0n "n la mayor
La 1ara1t"r
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Alian5a 1on so1ios y -rov""dor"s na1ional"s " int"rna1ional"s d" ins?mos d" 1alidad$

(or s? lar4a tray"1toria La Fran1"sa SA, -?do "sta:l"1"r alian5as 1on -rov""dor"s na1ional"s -rin1i-alm"nt" "n mat"ria -rima a la v"5 "stos ins?mos ti"n"n 1alidad d" "-orta1i0n "n s?s r?:ros, tam:in 1ontando 1on otros d" tray"1toria int"rna1ional$

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Utili5a1i0n d" solo "l % d" s? 1a-a1idad -rod?1tiva, 1ontando 1on ma?inarias r"1i"nt"m"nt" ad?iridas$

D":ido a la ad?isi1i0n d" n?"va ma?inaria 1on 1a-a1idad d" -rod?11i0n d" asta * !4Pora, La Fran1"sa SA "s ?na d" las -rim"ras "m-r"sas ?" lo4ra 1?:rir la d"manda na1ional, 1on solo "l % d" s? 1a-a1idad -rod?1tiva, -roy"1t7ndos" a "-ortar, -ara no t"n"r ?na 1a-a1idad o1iosa$

(!7!.! De9ilidades •

Em-r"sa d" "str?1t?ra >amiliar 1on m?1os niv"l"s G"r7r?i1os -ara ?na toma d" d"1ision"s ">i1a5$

La Fran1"sa SA >?" >?ndada -or Al>r"do a>>ar Corral"s y a1t?alm"nt" "sta diri4ida -or  s? iGo, 1onvirtindos" "n ?na "m-r"sa >amiliar, ad"m7s d" la 1on>orma1i0n d" ?na Asam:l"a d" So1ios ?" "s la ?" d"t"rmina "l r?m:o d" la "m-r"sa, y ?n Cons"Go Administrativo ?" diri4" las distintas 7r"as, a1i"ndo m7s :?ro1r7ti1a la toma d" d"1ision"s$

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Falta d" -ol
 No s" t"nian5a "n "l 1ons?midor int"rno y a ?" no "ist
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 No ti"n" ?n -osi1ionami"nto d">inido -ara s? 1art"ra d" -rod?1tos$

C?"ntan 1on m7s d" *3 ian5ars" "n "l m"r1ado, "l d"-artam"nto d" 1om"r1iali5a1i0n solo da -rioridad a los -rod?1tos ?" d"Gan mayor r"nta:ilidad "n la "m-r"sa$

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El"vados 1ostos d" alma1"nami"nto y :aGa rota1i0n d" inv"ntarios$

Eist" -ro:l"mas "n la lo4
(!7!3! An+lisis de la Cadena de Valor S" id"nti>i1an 1omo a1tividad"s -rimarias a las si4?i"nt"sJ

erenciales!: La "m-r"sa ti"n" 1omo misi0n "l d" a1"r 1ono1"r y 1om"r1iali5ar s?s -rod?1tos "n otros m"r1ados -ot"n1ialm"nt" atra1tivos$ Esta visi0n "s 1om-artida -or toda la -lana d" "G"1?tivos, 4"r"nt"s y mandos m"dios, "s as< ?" "n "l trans1?rso d" "stos a.os s" i1i"ron im-ortant"s inv"rsion"s "n ma?inaria y 1a-a1ita1i0n -ara los "m-l"ados, a >in d" "n>r"ntar "st" r"to$

Log&stica!: Esta 7r"a "sta "n 1onstant" :s?"da d" ins?mos d" 1alidad -r">"r"nt"m"nt" nat?ral"s, tanto na1ional"s 1omo "tranG"ros, a >in d" t"n"r -rod?1tos sanos y r"1ono1idos -or s? 1alidad$ Ll"va ?n ri4?roso 1ontrol so:r" los inv"ntarios y -rod?1tos d"stinados a la "-orta1i0n ?" 1?m-lan 1on todas las normas r"?"ridas -or l"y d"l -a
Prod'cci,n!: Los -rod?1tos "st7n "1os :aGo "stri1tos 1ontrol"s d" 1alidad -ro-ios d" la "m-r"sa, la ada-ta:ilidad d" las l
Mar)eting!:

Est?dio y lan5ami"nto d" n?"vos -rod?1tos y la "la:ora1i0n d" -?:li1idad a travs d" varios 1anal"s, "la:ora -romo1ion"s y 1am-a.as ?" son di>?ndidas -or s? >?"r5a d" v"ntas$

Ventas!: Man"Go d" -ol
Como a1tividad"s d" a-oyo s" an id"nti>i1ado los si4?i"nt"s niv"l"sJ

Acti0idades de so%orte Cor%orati0o!: El so-ort" ?" da la 4"r"n1ia tanto >inan1i"ro, 1omo d" a-oyo a la inv"sti4a1i0n y d"sarrollo d" n?"vos -roy"1tos d" "-ansi0n 1on -rod?1tos innovador"s$

(ara "st" -ro-0sito s" a -rovisto a la -rod?11i0n d" n?"va ma?inaria "n la -rod?11i0n d" 4all"tas y "m-a?"tadoras$ Ad"m7s d" la 1r"a1i0n d" ?n d"-artam"nto d" ID ?" ini1iaron -roy"1tos y "st?dios d" m"r1ado -ara la "-orta1i0n a niv"l S?dam"ri1ano y 1on miras a Estados Unidos$ La >?"r5a d" v"ntas "sta "n ?na 1a-a1ita1i0n 1onstant" -ara  :rindar ?n m"Gor so-ort" a los -?ntos d" v"ntas, as< 1omo la n"4o1ia1i0n 1on mayoristas y distri:?idor"s, los 1?al"s -ro-or1ionan ?na r"troalim"nta1i0n$

In;raestr'ct'ra " tecnolog&a!: La Fran1"sa SA 1?"nta 1on instala1ion"s am-lias y alma1"n"s s"4?ros ?" ti"n"n la 1a-a1idad -ara ?n 1orr"1to alma1"nami"nto d" -rod?1tos$ Ma?inarias d" "m-a?" y  -rod?11i0n n?"vas, ?" no o1?-an "l total d" s? 1a-a1idad instalada, lo 1?al a1" m7s >71il la -r?":a y "la:ora1i0n d" n?"vos -rod?1tos$

 N?"vo so>tar" "n la dir"11i0n >inan1i"ra, ?" :rindan ?n 1ontrol so:r" las inv"rsion"s r"ali5adas$ Tam:in sist"mas t"1nol04i1os n?"vos -ara "l -"dido y v"nta d" -rod?1tos as< 1omo "l 1ontrol d" las "ist"n1ias "n los -?ntos d" v"nta, lo 1?al da ?na m"Gor  at"n1i0n y nin4n d"sa:ast"1imi"nto$

Finan1as!: Sist"mas in>orm7ti1os >inan1i"ros ?" sirv"n d" so-ort" -ara la 4"sti0n d" los r"1?rsos >inan1i"ros y r"ndimi"nto d" las 7r"as$

(or s"r ?na "m-r"sa ?" ti"n" a.os "n "l m"r1ado Boliviano 1?"nta 1on "l r"s-aldo >inan1i"ro d" las instit?1ion"s :an1arias m7s -r"sti4iosas d"l -a
El an7lisis m?"stra ?na "m-r"sa 1om-rom"tida al 1r"1imi"nto y ?" -?"d" s"r  1om-"titiva -r"vio "st?dio d" los m"r1ados a los ?" s" -r"t"nd" in4r"sar, "s ?na 1om-a.
A 1ontin?a1i0n s" m?"stra "l 1?adro d" la 1ad"na d" valorJ

CUADRO N 2$ CADENA DE VALOR  ta:2$G-4 ta:2a$G-4 F?"nt"J Ela:ora1i0n -ro-ia

(!7!4! In;or/aci,n Financiera

El 1om-ortami"nto d" las v"ntas d" La Fran1"sa SA "n los -"riodos 2' al 29 in1r"m"ntaron "n % ?" as1i"nd" a USD W %,**%$2*6, "l 1osto d" v"ntas "n -rom"dio r"-r"s"nta "l 92 d" las v"ntas "n "l 29, "l (BI d"l -ainan1i"ros r"-r"s"ntan "l 3  d" las v"ntas "s" mismo a.o, -"ro 1on r"la1i0n al  -"riodo d"l 2' s" in1r"m"ntaron "n '3 d":ido a la >inan1ia1i0n d" -roy"1tos d" 1om"r1iali5a1i0n "n "l "t"rior y la 1om-ra d" "?i-os n?"vos$

La li?id"5 1orri"nt" d" la "m-r"sa "s *$**, ?i"r" d"1ir ?" 1?"nta 1on "l s?>i1i"nt" 1a-ital -ara 1?:rir s?s n"1"sidad"s d" 1orto -la5o, y "n la -r?":a 71ida "s d" ,9 d":ido a "l"vadas "ist"n1ias y la alta inmovili5a1i0n d" inv"ntario$

Las v"ntas "l 29 >?"ron mayor"s -or "so "s ?" "ist" ?na mayor rota1i0n d" a1tivo total $;2 1ontra $9'3 d"l a.o ant"rior, al i4?al ?" los 4astos >inan1i"ros s" in1r"m"ntaron -or n?"va inv"rsi0n "n di>"r"nt"s 7r"as in1r"m"nto a $*3* "l 29 1ontra $;% d"l 2', las "ist"n1ias d" la "m-r"sa La Fran1"sa SA son r""m-la5adas ' v"1"s al a.o, "s d"1ir 1ada

'* d
a-roimadam"nt" a ' d
La ?tilidad r"-r"s"nta "l 2$6 d" s?s v"ntas "l 29 y as1i"nd"n a USD W *6$*3=, T"ni"ndo ?n in1r"m"nto 1onsid"ra:l" r"s-"1to al ant"rior -"riodo ?" solo 1ont"m-la:a d" ?tilidad **'92, dado a ?" "n "l mismo s" i1i"ron inv"rsion"s d" 1onsid"ra1i0n, tam:in s" -?"d" v"r ?" la solv"n1ia d" la "m-r"sa in1r"m"nto d":ido al in4r"so d" n?"vo 1a-ital -ara o-"ra1ion"s " inv"rsi0n "n -roy"1tos -ara la 1r"a1i0n d" n?"vos  -rod?1tos y la "-orta1i0n, "l -"riodo in>la1ionario s?>rido -or la r"4i0n y t"nd"n1ia d"  :i"n"s altos$ (or "sta ra50n "l ROE d" La Fran1"sa SA as1i"nd" "l 29 a 3

i4?alm"nt" "l ROA "s d" 2 "n 1om-ara1i0n d"l ant"rior a.o ?" solo al1an5o ?n $2$

Los Estados Finan1i"ros y los Ratios Finan1i"ros d" la "m-r"sa s" m?"stran a 1ontin?a1i0nJ

ta:3$G-4 ta:3a$G-4 FUENTEJ LA FRANCESA SA

ta:%$G-4 ta:%a$G-4 FUENTEJ LA FRANCESA SA

ta:6$G-4 ta:6a$G-4

(!.! L&neas de Prod'ctos

La Fran1"sa SA 1?"nta 1on varias l
a< L&nea de Snac)s En s? a>7n d" div"rsi>i1ars" y atra"r mayor"s 1ons?midor"s a la mar1a, la "m-r"sa in1?rsiona "n la l
9< L&nea de Pasteler&a La llor"s, y 1?"nta 1on ?na vari"dad d" * -rod?1tos, "ntr" los m7s 1om"r1iali5ados "st7nJ al>aGor"s, "m-anadas, ?"?" 1orona, ?"?" d" naranGa y 8"8itos$

c< L&nea Desa"'no Escolar La "m-r"sa "s "n1ar4ada d"l d"say?no "s1olar "n la 1i?dad d" El Alto y La (a5, "l 9 "s -rod?1ido -or la -lanta d" El Alto y "l 3 -or la -lanta d" Mira>lor"s,  -ro-or1ionando -an"s y 4all"tas >orti>i1adas d"J ?in?a, soya, 1a.a?a, ma<5  -ro-or1ionando ?na alim"nta1i0n n?tritiva a a-roimadam"nt" *%2 "s1?"las >is1al"s, 1?:ri"ndo las d"mandas n?tri1ional"s d"l d"say?no$

d< L&nea de Pan La l
Tam:in -rod?1" ?na am-lia 4ama d" -an"ton"s y :?din"s "n distintas -r"s"nta1ion"s 1omoJ -an"ton"s "s-"1ial"s, alm"ndrado, "tra >ino, 1on 1i-s d" 1o1olat", :?dr?tas$

e< L&nea de alletas La Em-r"sa 1?"nta "n "l r?:ro d" 4all"tas 1on 3* -rod?1tos "n distintas -r"s"nta1ion"s a4r?-adas "nJ 4all"tas d" a4?a, 4all"tas d?l1"s, 4all"tas 1on 1o:"rt?ra o r"ll"no y 4all"tas int"4ral"s$

Es "l r?:ro ?" im-l"m"nta mayor dinamismo "n la

1r"a1i0n d" -rod?1tos,

 -r"s"nta1ion"s n?"vas, a 1ons"1?"n1ia d"l 1r"1imi"nto d" la o>"rta "n "l m"r1ado tanto "n "l s"4m"nto in>antil 1omo "l ad?lto$ (or t"n"r div"rsi>i1adas l
TABLA N *$ (RODUCTOS DE ALLETERIA ta:'$G-4 ta:'a$G-4 F?"nt"J Ela:ora1i0n -ro-ia, lista d" -rod?1tos d" La Fran1"sa SA

Cons'ltar ca%&t'lo co/%leto en$ tt-JPP1y:"rt"sis$?-1$"d?$-"P?-1P2;P:?r4oaXadP-d>P:?r4oaXadYT/$2$-d> 

CA()TULO 2$ COMERCIO EHTERIOR 

El Com"r1io Et"rior s" d">in" 1omo "l int"r1am:io d" :i"n"s y s"rvi1ios "ntr" dos  :lo?"s o r"4ion"s "1on0mi1as$ La instit?1i0n "n1ar4ada d" a?tori5ar "l in4r"so d" las m"r1ad"r
Eist" la t"nd"n1ia a 1om"r1iali5ar -rod?1tos "ntr" -a
En la 1om"r1iali5a1i0n d" :i"n"s d" 1ons?mo, al t"n"r ya d">inido "l -rod?1to, "s m?y im-ortant" a1"r ?n 1om-arativo d" los -a"1t?ar la inv"sti4a1i0n d" m"r1ado r"s-"1tiva$

6!(! I/%ortaciones de Prod'ctos de Cons'/o en el Per=

En "l 2' la a1tividad 1om"r1ial 1r"1i0 %,6  im-?lsada -or "l mayor dinamismo d" la d"manda int"rna$ (ara "l 29 s" "s-"ra ?" la a1tividad 1om"r1ial "n im-orta1i0n d" Bi"n"s d" Cons?mo 1r"51a 23$9 ant" "l sost"nido 1r"1imi"nto d" la d"manda int"rna, las mayor"s 1olo1a1ion"s 1om"r1ial"s y d" 1ons?mo, y "l ini1io d" las o-"ra1ion"s d" n?"vos lo1al"s 1om"r1ial"s, mayor dinamismo -ara "l 1rdito -"rsonal tarG"tas d" 1rdito$

TABLA N 2$ INDICADORES ESTRAT+ICOS ta:9$G-4 ta:9a$G-4

Las im-orta1ion"s d" :i"n"s d" 1ons?mo r"4istran ?n 1r"1imi"nto a1?m?lado d" 2%,3, "-li1ado -or los :i"n"s d?rad"ros ?" 1r"1i"ron 3,% y los :i"n"s no d?rad"ros ?" i1i"ron lo -ro-io "n *=,', al"ntados -or la d"-r"1ia1i0n d"l ti-o d" 1am:io y la m"Gora d" la 1a-a1idad ad?isitiva d" la -o:la1i0n$

TABLA N 3$ IM(ORTACI&N DE BIENES DE CONSUMO MILLONES USD W ta:;$G-4

Tam:in s" 1r"arin d" im-?lsar "l li:r" 1om"r1io a travs d" la li:"ra1i0n d"l s"1tor s"rvi1ios, la -romo1i0n y >a1ilita1i0n d"l trans-ort" y d"l t?rismoQ as< 1omo la li:r" movilidad d" -"rsonas$ Ad"m7s d" ?n n?"vo :lo?" s?:Yr"4ional, d"nominado M"r1o1"ntro, 1on "l 1?al s" >ortal"1"r7 "l int"r1am:io 1om"r1ial "ntr" las r"4ion"s d" la -art" nort" d" Cil" y Ar4"ntina, 1?atro "stados Brasil".os y varias r"4ion"s s?r".as d"l ("r y Bolivia$ A(OO

6!6! Tratados " Con0enios Eist"n a1?"rdos "ntr" 4r?-os d" -a
La Com?ni Com?nidad dad Andina ndina d" Na1ion Na1ion"s "s CAN CAN "s ?na or4ani or4ani5a 5a1i0 1i0nn s?:Yr s?:Yr"4i "4iona onall 1on  -"rsonalidad G?rormada -or Bolivia, Colom:ia, E1?ador, ("r y V"n"5?"la y -or los 0r4anos " instit?1ion"s d"l Sist"ma Andino d" Int"4ra1i0n SAI$ S?s ant"1"d"nt"s s" r"montan a *='= 1?ando s" >irm0 "l A1?"rdo d" Carta4"na, tam:in 1ono1ido 1omo (a1to Andino$ Andino$ La CAN ini1i0 s?s >?n1ion"s "n a4osto d" *==9$ El SAI "s "l 1onG?nto d" 0r4anos " instit?1ion"s ?" tra:aGan vin1?lados vin1?lados "ntr" s< y 1?yas a11ion"s s" "n1aminan a lo4rar los mismos o:G"tivosJ -ro>?ndi5ar la int"4ra1i0n s?:Y r"4ional andina, -romov"r s? -roy"11i0n "t"rna y ro:?st"1"r las a11ion"s r"la1ionadas 1on "l -ro1"so d" int"4ra1i0n$ La Zona d" Li:r" Com"r1io ZLC "s la -rim"ra "ta-a d" todo -ro1"so d" int"4ra1i0n y 1om-rom"t" a los -a
La ZLC andina 1om"n50 a d"sarrollars" "n *='= y s" 1?lmin0 "n *==3$ (ara "llo ?tili5 ?tili5aro aronn 1omo 1omo instr? instr?m"n m"nto to -rin1 -rin1i-a i-all "l (ro4ra (ro4rama ma d" Li:"ra Li:"ra1i0 1i0n, n, "n1am "n1amina inado do a "limin "liminar ar todos todos los d"r"1 d"r"1os os ad? ad?an" an"ros ros y otros otros r"1ar4 r"1ar4os os ?" in1idi in1idi"ra "rann so:r" so:r" las im-orta1ion"s$

La ZLC ti"n" ?na 1ara1t"r
En s"-ti"m:r" d" *== Bolivia, Colom:ia y V"n"5?"la a:ri"ron s?s m"r1ados$

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En "n"ro d" *==3 lo i5o E1?ador$

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("r s" "st7 in1or-orando d" >orma 4rad?al a la ZLC, tras s?s-"nd"r "n a4osto d" *==2 s?s 1om-romisos 1on "l (ro4rama d" Li:"ra1i0n$ Finalm"nt", "n G?lio d" *==9, ("r y los d"m7s mi"m:ros d" la CAN ll"4aron a ?n a1?"rdo -ara la int"4ra1i0n total d" "st" -a
8reas de Integraci,n

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La CAN a ll"vado a 1a:o ?na Int"4ra1i0n Com"r1ial 1ara1t"ri5ada -orJ Zona d" Li:r" Com"r1io, Aran1"l Et"rno Comn, Normas d" Ori4"n, Com-"t"n1ia, Normas T1ni1as, Normas Sanitarias, Instr?m"ntos Ad?an"ros, FranGas d" (r"1ios, S"1tor  A?tomotor y Li:"rali5a1i0n d"l Com"r1io d" S"rvi1ios$

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En "l 1am-o d" las R"la1ion"s Et"rnas, la CAN manti"n"J n"4o1ia1ion"s 1on "l MERCOSUR, 1on (anam7, 1on C"ntroamri1a y 1on la CARICOMQ R"la1ion"s 1on la Uni0n E?ro-"a, Canad7 y EEUUQ (arti1i-a "n "l ALCA y "n la OMCQ y todos los  -a
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Asimis Asimismo, mo, "st" "st" or4a or4anis nismo mo a r"ali5 r"ali5ado ado 4rand" 4rand"ss "s>?"r "s>?"r5os 5os -ara -ara 1on 1ons"4 s"4?ir ?ir ?na int"4ra1i0n >ront"ri5a "n mat"ria d" trans-ort", in>ra"str?1t?ra, d"sarrollo >ront"ri5o y t"l"1om?ni1a1ion"s, y tam:in ?na int"4ra1i0n 1?lt?ral, "d?1ativa y so1ial$

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Un m"r1 m"r1ad adoo 1om 1omn, n, la CAN CAN r"al r"ali5 i5aa tar" tar"as as d"J d"J 1oor 1oordi dina na1i 1i0n 0n d" -ol< -ol
A1t?alm"nt" la Com?nidad Andina a4r?-a a 1in1o -ai1i" d" %,9 millon"s d" 8il0m"tros 1?adrados y ?n (rod?1to Int"rior Br?to d"l ord"n d" los 2;6$ millon"s d" d0lar"s$ Es ?na s?:Yr"4i0n, d"ntro d" S?damri1a, 1on ?n -"r>il -ro-io y ?n d"stino 1omn$

6!*! O%eradores de la Co/%ra:0enta Internacional En la n"4 n"4o1 o1ia1 ia1i0n i0n y -"r>"1 -"r>"11io 1ionam nami"n i"nto to d" la 1om-ra 1om-raYv" Yv"nta nta int"rn int"rna1i a1iona onall r"s?lt r"s?ltaa im-ortant" im-ortant" id"nti>i1a id"nti>i1arr "l 1anal d" 1om"r1iali5a 1om"r1iali5a1i0n, 1i0n, val" d"1ir d"1ir si "s 1on o-"rador" o-"rador"ss dir"1tos ? o-"rador"s indir"1tos, int"rm"diarios 1onstit?idos -or -"rsonas nat?ral"s o  G?r
Son o-"rador"s dir"1tosJ

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El E-o E-orta rtado dorr v"n v"nd" d"do dor r ?i" ?i"nn "mit "mit"" la >a1t >a1t?r ?raa 1om" 1om"r1 r1ia iall y -?"d -?"d"" s"rJ s"rJ ?n >a:ri1ant" v"nd" -or l mismo, ?n distri:?idor o d"al"r r"v"nd" "n :as" a ?n 1ontrato d" -rovisi0n 1on "l >a:ri1ant", ?n 1om"r1iant" a1o-ia y v"nd" sin 1ontrato d" -rovisi0n 1on "l >a:ri1ant"Q ?n 1omisionista ?" >a1t?ra v"nd" "n nom:r"  -ro-io "n virt?d a ?n 1ontrato d" 1omisi0n 1on "l >a:ri1ant" y ?n >ran?i1iado d"r d"r"1 "1o o a la "-l "-lot ota1 a1i0 i0nn d" ?n 1ont 1ontra rato to d" >ran >ran?i ?i1i 1iaa -ara -ara 1om" 1om"r1 r1ia iali5 li5ar  ar  d"t"rminado -rod?1to$

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El im-ortador 1om-rador ?i"n -ara "l mismo ">"1to d":" d"1larar la 1ondi1i0n d" s? v"nd"dor, -or "G"m-lo si "s >a:ri1ant", distri:?idor, 1om"r1iant" o 1omisionista ?" ?" >a1t >a1t?r ?ra$ a$ El im-o im-orta rtado dor, r, s"4 s"4nn los los >orm >orm?l ?lar ario ioss ad?a ad?an" n"ro ros, s, -?"d -?"d"" s"rJ s"rJ ?n >a:ri1ant" im-orta -ara 1ons?mo ind?strial, ?n mayorista im-orta volm"n"s 1onsid"ra:l"s 1onsid"ra:l"s 1on >r"1?"n1iaQ ?n minorista im-orta -o1o vol?m"n 1on >r"1?"n1ia, ?n d"tallista im-orta -ara r"v"nd"r -or ?nidad al d"tall", ?n ?s?ario im-orta -ara s? -ro-io ?so$

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Son o-" o-"rad rador" or"ss indir" indir"1to 1toss o 1anal" 1anal"ss d" 1om"r1 1om"r1ial iali5a i5a1i0 1i0nn a? a?"ll "llos os o-" o-"rad rador" or"ss int"rm"diarios ?" >a1ilitan "l a11"so a ?n d"t"rminado m"r1ado d"l "t"rior y  -?"d" as"4?rar m"Gor"s 1ondi1ion"s d" ">i1a1ia, d?ra:ilidad, r"nta:ilidad, -r"s"n1ia d"l -rod?1to y d" la mar1a "n di1o m"r1ado$ A1tan "n virt?d d" ?n 1ontrato d" int"rm int"rm"di "dia1i a1i0n 0n 1om" 1om"r1i r1ial al ?" d": d":"" s"r s"r id"nti id"nti>i1 >i1ado ado,, -?" -?"ss toda toda int"rm int"rm"di "dia1i a1i0n 0n im-li1a ?na r"tri:?1i0n ?" -?"d" t"n"r in1id"n1ia "n la tri:?ta1i0n ad?an"ra 1omo "n los 1asos d" losJ :ro8"rs o 1orr"dor"s, 1omisionistas, a4"n1ias 1om"r1ial"s y s?1?rsal"s$

(ara "l -ro-0sito d"l -roy"1to, la "m-r"sa r"-r"s"ntant" "n la 1om"r1iali5a1i0n y distri:?1i0n d" las 4all"tas La Fran1"sa SA, "st7 ti-i>i1ada :aGo "l r?:ro d" o-"rador  indir"1to, si"ndo ?n int"rm"diario r"s-onsa:l" d" introd?1ir los -rod?1tos 1omo ?na A4"n1ia Com"r1ial Individ?al, mant"ndr7 "l mismo nom:r" d" la "m-r"sa a la 1?al

r"-r"s"nta, llam7ndos" d" la si4?i"nt" man"raJ La Fran1"sa E$I$R$L y 1?m-lir7 1on todas las normas l"4al"s d" 1onstit?1i0n -ara ?na "m-r"sa individ?al$

A4"nt" Com"r1ial, "s "l ?" a1ta "n mrito a ?n 1ontrato d" a4"n1ia s?s1rito 1on "l v"nd"dor, -or "l 1?al -?"d" 1olo1ar -"didos int"rm"diario o v"nd"r d" sto18 -or s? 1?"nta y ri"s4o, "stando >a1?ltado -ara -r"star s"rvi1ios d" -osv"nta$ Los a4"nt"s s" distin4?"n s"4n las 1ara1t"r
6!-! Fases O%erati0as de Negociaci,n La in>orma1i0n y la 1on>ian5a 1onstit?y"n los -ilar"s d"l mar1o n"4o1iador, si"ndo la 1on1"r 1on 1"rta1 ta1i0n i0n y la im-l"m im-l"m"n "nta1 ta1i0n i0n d"l 1ontr 1ontrato ato d" 1om-ra 1om-rav" v"nta nta int"rn int"rna1 a1ion ional al la 1?lmina1i0n d"l -ro1"so d" n"4o1ia1i0n, 1?yas >as"s o-"rativas son d"s1ritas "n "l si4?i"nt" 4r7>i1oJ

R@FICO N *$ FASES O(ERATIVAS DE NEOCIACI&N >i4*$G-4 >i4*a$G-4 F?"nt"J C?rso (r71ti1o (r71ti1o d" Im-orta1ion"s Im-orta1ion"s Y Ela:ora1i0n (ro-ia

6!7! Ele/entos del Co/ercio E>terior

6!7!(! INCOTERMS

La "-r "-r"s "si0 i0nn INCO INCOTE TERM RMS S -ro1 -ro1"d "d"" d" la 1ont 1ontra ra11 11i0 i0nn d" las las -ala -ala:r :ras as in4l in4l"s "sas as KINt"r KINt"rna1 na1ion ional al COmm" COmm"r1" r1" TERMS TERMS y s" trad?1 trad?1"n "n 1omo 1omo R"4las R"4las Int"rn Int"rna1i a1iona onal"s l"s

Com"r1ial"s -ara la int"r-r"ta1i0n d" los trminos d" "ntr"4a, -r"1isi0n d"l mom"nto "n ?" s" transmit" "l ri"s4o d"l v"nd"dor al 1om-rador y d"t"rmina1i0n d" ?in"s as?m"n los 1ost"s adi1ional"s "n la "G"1?1i0n d" la 1om-rav"nta int"rna1ional y "l tr7mit" d" do1?m"ntos$

Los INCOTERMS tam:in s" d"nominan 1ondi1ion"s d" -r"1io, -?"s 1ada trmino  -"rmit" d"t"rminar los "l"m"ntos ?" lo 1om-on"n$ La s"l"11i0n d"l INCOTERM in>l?y" so:r" "l 1osto d"l 1ontrato y d"t"rminanJ

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El al1an1" d"l -r"1io$

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En ?" mom"nto y dond" s" -rod?1" la trans>"r"n1ia d" ri"s4os so:r" la m"r1ad"r
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El l?4ar d" "ntr"4a d" la m"r1ad"r
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?in 1ontrata y -a4a "l trans-ort"$

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?in 1ontrata y -a4a "l s"4?ro

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? do1?m"ntos tramita 1ada -art" y s? 1osto$

Los INCOTERMS d"sd" "l * En"ro d"l 2, in1l?y"n tr"1" trminos d" "ntr"4a, r"1ono1idos -or s?s a:r"viat?ras d" tr"s l"tras, 1lasi>i1ados "n 1?atro 4r?-os di>"r"nt"s, "m-"5ando d" m"nos a m7s o:li4a1ion"s d"l v"nd"dorJ

RUPO E EHQ EH OR!S Y En F7:ri1a l?4ar 1onv"nido

Com-r"nd" ?n solo trmino ?" r"-r"s"nta la m7:ri1a o "sta:l"1imi"nto$ Las o:li4a1ion"s d" am:os son d"s1ritas a 1ontin?a1i0nJ

O9ligaciones del 0endedor! •

Entr"4a d" la m"r1ad"r
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Em-a?" y "m:alaG"$

O9ligaciones del co/%rador! •

(a4o d" la m"r1ad"r
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Fl"t" int"rno d" >7:ri1a al l?4ar d" "-orta1i0n

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Ad?ana do1?m"ntos, -"rmisos, r"?isitos, im-?"stos

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astos d" "-orta1i0n manio:ras, alma1"naG", a4"nt"s

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Fl"t" int"rna1ional d" l?4ar d" "-orta1i0n al l?4ar d" im-orta1i0n

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S"4?ro

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astos d" im-orta1i0n manio:ras, alma1"naG", a4"nt"s

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Trans-ort" y s"4?ro l?4ar d" im-orta1i0n a -lanta

RUPO FQ Com-r"nd" tr"s trminos F d" Fr"" Li:r" d"l Trans-ort" "n los 1?al"s s" l" "n1ar4a al v"nd"dor ?" "ntr"4?" la m"r1an1
FCA ?FREE CARRIER< Y Li:r" Trans-ortista l?4ar 1onv"nido$

La v"rsi0n 2 "s sin 4astos d" d"s1ar4a -or "l v"nd"dor M"r1an1
FAS ?FREE ALONSIDE S#IP<   Y Li:r" al 1ostado d"l :??" -?"rto d" l?4ar  1onv"nido La v"rsi0n 2 "s 1on 4astos d" >ormalidad"s d" "-orta1i0n -or "l v"nd"dor$

FO@ ?FREE ON @OARD<   Li:r" a :ordo -?"rto d" 1ar4a 1onv"nido Est" trmino -?"d" s"r ?tili5ado solo -ara "l trans-ort" -or mar o -or v
O9ligaciones del Vendedor! •

Entr"4ar la m"r1ad"r
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Em-a?" y "m:alaG"

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Fl"t" d" >7:ri1a al l?4ar d" la "-orta1i0n

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Ad?ana do1?m"ntos, -"rmisos, r"?isitos, im-?"stos

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astos d" "-orta1i0n manio:ras, alma1"naG", a4"nt"s

O9ligaciones del Co/%rador! •

(a4o d" m"r1ad"r
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Fl"t" y s"4?ro d" l?4ar d" "-orta1i0n al l?4ar d" im-orta1i0n

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astos d" im-orta1i0n manio:ras, alma1"naG", a4"nt"s

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Ad?ana do1?m"ntos, -"rmisos, r"?isitos, im-?"stos

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Fl"t" l?4ar d" im-orta1i0n a -lanta

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D"moras

RUPO CQ Com-r"nd" 1?atro trminos C d" Cost o Carri"r Costo o (ort" s"4n los 1?al"s "l v"nd"dor 1ontrata "l trans-ort" d" la m"r1an1
CFR ?COST AND FREI#T< : Cost" y Fl"t" -?"rto d" d"stino 1onv"nido El trmino CFR "i4" al v"nd"dor d"s-a1ar las m"r1ad"r
O9ligaciones del 0endedor! •

Entr"4ar la m"r1ad"r
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Em-a?" y "m:alaG"

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Fl"t"  d" >7:ri1a al l?4ar d" "-orta1i0n

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Ad?ana do1?m"ntos, -"rmisos, r"?isitos, im-?"stos

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astos d" "-orta1i0n manio:ras, alma1"naG", a4"nt"s

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Fl"t" d" l?4ar d" "-orta1i0n al l?4ar d" im-orta1i0n

O9ligaciones del Co/%rador •

(a4o d" la m"r1ad"r
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astos d" im-orta1i0n manio:ras, alma1"naG", a4"nt"s

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Ad?ana do1?m"ntos, -"rmisos, r"?isitos, im-?"stos

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Fl"t" y s"4?ro l?4ar d" im-orta1i0n a -lanta

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D"moras

CIF ?COSTB INSURANCE AND FREI#T< :   Costo, S"4?ro y Fl"t" -?"rto d" d"stino 1onv"nido En 1ondi1ion"s CIF "l v"nd"dor d":" tam:in 1ontratar ?n s"4?ro y -a4ar la -rima 1orr"s-ondi"nt", a >in d" 1?:rir los ri"s4os d" -"rdida o da.o ?" -?"da s?>rir la m"r1ad"r
O9ligaciones del Vendedor! •

Entr"4ar la m"r1ad"r
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Em-a?" y "m:alaG"$

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Fl"t" d" >7:ri1a al l?4ar d" "-orta1i0n$

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Ad?ana do1?m"ntos, -"rmisos, r"?isitos, im-?"stos$

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astos d" "-orta1i0n manio:ras, alma1"naG", a4"nt"s$

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Fl"t" y s"4?ro d" l?4ar d" "-orta1i0n al l?4ar d" im-orta1i0n$

O9ligaciones del co/%rador! •

(a4o d" m"r1ad"r
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astos d" im-orta1i0n manio:ras, alma1"n"s, a4"nt"s

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Ad?ana do1?m"ntos, -"rmisos, r"?isitos, im-?"stos

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Fl"t" y s"4?ro l?4ar d" im-orta1i0n a -lanta

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D"moras

CPT ?CARRIAE PAID TO<  Y Trans-ort" -a4ado asta l?4ar d" d"stino 1onv"nido CIP ?CARRIAE AND INSURANCE PAID TO< :  Trans-ort" y s"4?ro -a4ado asta l?4ar d" d"stino 1onv"nido

RUPO D Com-r"nd" los 1in1o ltimos trminos D d" D"liv"ry "ntr"4a ?" si4ni>i1an 1ontratos d" ll"4ada, -?"s "l v"nd"dor r"s-ond" d" la ll"4ada d" la m"r1an1
DAF DELIVERED AT FRONTIER Y Entr"4a "n >ront"ra l?4ar 1onv"nido DES DELIVERED EH S/I( Y Entr"4a so:r" :??" -?"rto d" d"stino 1onv"nido DE DELIVERED EH UA Y Entr"4a "n m?"ll" -?"rto d" d"stino 1onv"nido La v"rsi0n 2 "s sin 4astos d" im-orta1i0n$ El d"s-a1o d" im-orta1i0n "s r"s-onsa:ilidad d"l 1om-rador$

DDU DELIVERED DUT UN(AID Y Entr"4ada, d"r"1os no -a4ados l?4ar d" d"stino 1onv"nido DD( DELIVERED DUT (AID Y Entr"4ada, d"r"1os -a4ados l?4ar d" d"stino 1onv"nido La v"rsi0n 2 "s sin 4astos d" d"s1ar4a m"r1an1
Al4?nas im-li1an1ias so:r" los INCOTERMS son las si4?i"nt"sJ

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Los INCOTERMS 1orr"s-ondi"nt"s a los r?-os E, F y C son trminos o v"nta d" ori4"n "n los ?" "l ri"s4o s" trans>i"r" al 1om-rador "n "l -ai"r" al 1om-rador "n "l -a
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S"4n "l ti-o d" trans-ort" los INCOTERMS -?"d"n s"r 1lasi>i1ados "n trminos "1l?sivam"nt" mar
Los -rod?1tos d" La Fran1"sa SA s"r7n 1om"r1iali5ados :aGo ?no d" los INCOTERMS  -"rt"n"1i"nt"s al r?-o C, "n la modalidad CIF -or ?" "s ?no d" los mtodos m7s s"4?ros y 1om?n"s ?" s" n"4o1ian -ara la introd?11i0n d" -rod?1tos al m"r1ado  -"r?ano$ C?m-l" 1on todas las "i4"n1ias ?" "l v"nd"dor ti"n" ?" 1?m-lir -ara ?" "l  -rod?1to s"a 4aranti5ado, y 1?:ra todos los ri"s4os d" -"rdidas o da.o ?" -?"da s?>rir  la m"r1ad"r
6!7!6! Fletes Es "l 1osto ?" s" -a4a -or "l s"rvi1io d" trans-ort" d" la m"r1ad"rl"t" -?"d" s"r marront"ra 1on ("r, v
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El trans-ort" -or 1arr"t"ra -os"" la v"ntaGa d" s"r >l"i:l" y o-ort?no$

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Consid"ran la mayor dis-oni:ilidad -or la vari"dad "n ll"i:ilidad ?" -"rmit" ?" los v"<1?los -?"dan trans-ortar  1?al?i"r 1antidad, ti-o y tama.o d" 1ar4a$

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M"nor"s 1ostos y da.os "n las 1ar4as$

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Div"rsidad d" m"dios "m-l"ados, 1amion"s d" distinto ton"laG", li4"ros, m"dianos,  -"sados trail"r, s"mitrail"r y trail"r 1ist"rna y vol?"tas d" di>"r"nt"s 1a-a1idad"s$

El >l"t" t"rr"str" 4"n"ralm"nt" "s o>r"1ido -or las "m-r"sas d" 1amion"s y s" "mit" ?na 4?a d"l >l"t" t"rr"str" 4"n"ralm"nt" s" -a4a -or "l -"so, o ?nidad d" trans-ort"$

6!7!*! Seg'ros La -0li5a "s "l 1ontrato ?" s" ad?i"r" d" ?na "m-r"sa as"4?radora -ara 1?:rir  1?al?i"r a1ont"1imi"nto in"s-"rado, r"-"ntino " invol?ntario ?" -?"da 1a?sar da.o a la m"r1ad"rort?itos o d" >?"r5a mayor, o :i"n, a -a4ar ?na s?ma d"t"rminada d" din"ro, s"4n lo "sta:l"1ido y d?ra1i0n d" la -0li5a$ "n"ralm"nt" la 1o:"rt?ra d"l s"4?ro d":" 1?:rir "l valor d" la m"r1ad"rl"t" y s"4?ro, mas "l *, -or lo tanto, "s r"1om"nda:l" ?" "l valor  as"4?ra:l" s"a si"m-r" d" ** d"l valor CIF$

6!.! Identi;icaci,n " Trata/iento Arancelario de los Prod'ctos

S"4n las s?: -artidas ?" d"s1ri:"n al -rod?1to, son 1r"ados 4rav7m"n"s las 1?al"s son "-r"sadas "n -or1"ntaG"s r"s-"1to al valor CIF d" la im-orta1i0n, "s as< ?" s" d"t"rmina "l monto 1orr"s-ondi"nt" a s"r -a4ados$ Los 4rav7m"n"s ?" s" 1onsid"ran son los si4?i"nt"sJ

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D"r"1os d" Im-orta1i0n AdPValor"n, %, 9, *2 0 2, s"4n s?: -artida na1ional$

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Im-?"sto S"l"1tivo al Cons?mo Tasas Varia:l"s, s"4n s?: -artida na1ional$

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Im-?"sto "n"ral a las V"ntas I$$V$, *9

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Im-?"sto d" -romo1i0n M?ni1i-al, 2 

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D"r"1os Es-"1<>i1os

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D"r"1os Antid?m-in4 o 1om-"nsatorios, s"4n -rod?1to y -a
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S"4?ro

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So:r"tasa aran1"laria 6, s"4n s?: -artida na1ional$

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Unidad d" M"dida

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R"stri11ion"s

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Conv"nios

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Salva4?ardias d" Transi1i0n (rovisional a-li1a:l" a las 1on>"11ion"s t"til"s ori4inarias d" la R"-:li1a (o-?lar Cina, vi4"nt" -or ?n -"riodo d" 2 d
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D"r"1os 1orr"1tivos -rovisional"s ad valor"m [ *2 a-li1a:l" a 1i"rtas m"r1an1
Cons?ltando a la -74ina d" Ad?an"t, -od"mos 1ons"4?ir las 1ondi1ion"s aran1"larias y  :aGo ?" 1onv"nios "sta r"4ida la im-orta1i0n, las r"stri11ion"s o -roi:i1ion"s d" di1o  -rod?1to$

Los :i"n"s d" im-orta1i0n r"?i"r"n d" -r?":as y la a?tori5a1i0n d" al4?nas instit?1ion"s ?" v"lan -or la s"4?ridad d"l 1ons?midor, "n "l 1aso d" los -rod?1tos d" 1ons?mo "s n"1"sario -r"s"ntar an7lisis >itosanitarios d" los -rod?1tos$ Son "n1ar4adas d" "st" 1ontrol instit?1ion"s 1omoJ

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Minist"rio d" Sal?d

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Dir"11i0n "n"ral d" Sal?d Am:i"ntal

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Minist"rio d" A4ri1?lt?ra

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S"rvi1io Na1ional d" Sanidad A4raria

6!2! Nor/as " Tr+/ites de I/%ortaci,n " E>%ortaci,n

Eist"n dos ti-os d" r"4initivas y las 1ondi1ionadas, las dos 1?m-l"n 1on las >ormalidad"s ad?an"ras -ara ?" la m"r1ad"ravor"1ida$

Doc'/entos Re'eridos %ara la I/%ortaci,n La do1?m"nta1i0n n"1"saria -ara im-ortar :i"n"s d"ntro d"l -a
*$ D"1lara1i0n \ni1a d" Ad?anas DUA$ 2$ Cono1imi"nto d" Em:ar?", s"4n "l m"dio d" trans-ort" arri:ado al -ai1ado d" Ori4"n$ Si s" r"?i"r" 6$ (0li5a d" S"4?ro$ '$ C"rti>i1ado o a?tori5a1i0n s"4n 1orr"s-onda$

9$ (a-"l"ta d" Inv"ntarios -or av"r
Las m"r1an1
Doc'/entos Re'eridos %ara la E>%ortaci,n La do1?m"nta1i0n n"1"saria -ara "-ortar :i"n"s a ?n -a
*$ Fa1t?ra 1om"r1ial 2$ Lista d" Em-a?" o -a18in4 listK 3$ Cono1imi"nto d" "m:ar?" %$ Ord"n d" "m:ar?" 6$ C"rti>i1ado d" ori4"n '$ C"rti>i1ado sanitario •

C"rti>i1ado >itosanitario

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C"rti>i1ado 5oosanitario

9$ C"rti>i1ado CITES

D"1lara1i0n \ni1a d" Ad?anas DUA$Y do1?m"nto m"diant" "l 1?al s" soli1ita la na1ionali5a1i0n d" la m"r1an1
Reconoci/iento doc'/entario " ;&sico de las /ercanc&as El a4"nt" d" ad?anas "s "l 4"stor a:it?al "n toda 1las" d" tr7mit"s, o-"ra1ion"s y r"4im"n"s ad?an"ros, m"diant" la transmisi0n vorma1i0n 1ont"nida "n la D"1lara1i0n \ni1a d" Ad?anas a los :an1os y ad?anas$ El Sist"ma d" "sti0n Ad?an"ra SIAD valida todos los datos d" la in>orma1i0n transmitida, d" s"r  1on>orm" 4"n"ra a?tom7ti1am"nt" la n?m"ra1i0n 1orr"s-ondi"nt", 1aso 1ontrario 1om?ni1ar7 la 1orr"11i0n d"l 1aso, d"ntro d"l mismo sist"ma s" s"l"11iona "l ti-o d" 1ontrol al ?" s" s?G"taran las m"r1an1
a$ Canal V"rd"$Y Las d"1lara1ion"s s"l"11ionadas a "st" 1anal no r"?"rir7n d" r"visi0n do1?m"ntaria, ni r"1ono1imi"nto >"1tos d"l sist"ma al"atorio ayan sido s"l"11ionados a "st" 1anal, s"r7n som"tidas a r"visi0n do1?m"ntaria$ 1$ Canal RoGo$Y Las d"1lara1ion"s s"l"11ionadas a "st" 1anal, "star7n s?G"tas al r"1ono1imi"nto >
6!3! For/as de %ago La :an1a 1om"r1ial ati"nd" transa11ion"s d" im-orta1i0n y "-orta1i0n, si"ndo las m7s ?s?al"s la Co:ran5a y la Carta d" Crdito$

Co:ran5a$Y "s ?n mandato "n la ?" ?na -"rsona nat?ral o G?r"1a d"t"rminada$ El :an1o a1ta 1omo ?n int"rm"diario -"ro no

4aranti5a "l -a4o$ Est" mtodo "s mas :arato y "s ?tili5ada "ntr" so1ios ?" t"n4an ?na mayor 1on>ian5a "ntr" "llos$

Carta d" Crdito$Y "st" m"1anismo "s "l m7s ?tili5ado y a1"-tado m?ndialm"nt" -ara o-"ra1ion"s d" 1om-ra d" m"r1an1"1t?ar "l -a4o d" ?na 1i"rta s?ma al v"nd"dorP"-ortador$

El :an1o s" 1om-rom"t" 1on "l "-ortador a



travs d" ?n :an1o 1orr"s-onsal, a ">"1t?ar "l -a4o d"l valor d" la m"r1an1
R@FICO N 2$ FLU#O DE O(ERACIONES DE CARTAS DE CR+DITO >i42$G-4 >i42a$G-4 F?"nt"J C?rso (r71ti1o d" Im-orta1ion"s Tais:or S$A$C$

6!4! Fl'ogra/a de Co/erciali1aci,n Las "ta-as -ara im-ortar :i"n"s, son d"talladas a 1ontin?a1i0n -or "l si4?i"nt" 4r7>i1oJ

R@FICO N 3$ FLU#ORAMA DE COMERCIALIZACI&N >i43$G-4 >i43a$G-4 F?"nt"J Ela:ora1i0n -ro-ia

CA()TULO 3$ AN@LISIS ESTRAT+ICO DE LA SITUACI&N

*!(! An+lisis E>terno

*!(!(! Varia9les econ,/icas

L?"4o ?" "l 2' "l -a
y s" -r"v ?na

"sta:ilidad d" -r"1ios 1ontina, mi"ntras ?" la :alan5a d" -a4os, las >inan5as -:li1as y "l 1rdito a1om-a.an tam:in 1on r"s?ltados -ositivos la t"nd"n1ia >avora:l" d" la "1onom
La in>la1i0n d" Lima M"tro-olitana r"4istrada "n mar5o d" "st" a.o s"4n "l INEI >?" d" *$%, mayor a la d" >":r"ro d" $=* la in>la1i0n a1?m?lada "ntr" "n"ro y mar5o ll"40 a 2$*;$ Est" in1r"m"nt0 s" "-li1a "n ?n ; al "n1ar"1imi"nto d" los alim"ntos$

Los indi1ador"s ma1roY"1on0mi1os "-r"sados "n "l si4?i"nt" 1?adro nos m?"stran ?n  -anorama d" 1r"1imi"nto y "sta:ilidad, La Balan5a Com"r1ial m?"stra d?rant" "l 29 ?n 1om-ortami"nto >avora:l", ?" manti"n" la t"nd"n1ia d"l a.o -asado$ En "l -rim"r  trim"str" d"l a.o la Balan5a Com"r1ial r"4istr0 ?n s?-"r7vit d" USW * %2* millon"s, s?-"rior "n USW *'= millon"s 1on r"s-"1to al -rim"r trim"str" d"l 2'$ Esto r"-r"s"nta ?n in1r"m"nto d"l *3,6$

Las "-orta1ion"s al1an5aron US W 29 '= millon"s, -rom"dio al >inal d"l 29, ?n 1r"1imi"nto d" *' ?" s" o:s"rva tanto "n las "-orta1ion"s tradi1ional"s,  -rin1i-alm"nt" las min"ras 5in1 y 1o:r", 1omo "n las no tradi1ional"s s"1tor t"til y a4ro-"1?ario$ En "l mismo -"riodo, las im-orta1ion"s al1an5aron USW *= '2* millon"s, 32 d" in1r"m"nto, im-?lsado -or "l a?m"nto d"l :arril d" -"tr0l"o$ Esto s" d":" al 1r"1imi"nto d" la d"manda d" ins?mos "n 2,6, d" :i"n"s d" 1a-ital "n 3=,6, y d" :i"n"s d" 1ons?mo "n 2*,3$

TABLA N%$ INDICADORES MACROECON&MICOS ta:=$G-4 ta:=a$G-4

El ti-o d" 1am:io d"l d0lar 1ontina s? t"nd"n1ia a la :aGa, no o:stant" ?" "l Ban1o C"ntral d" R"s"rva si4?" int"rvini"ndo "n "l m"r1ado 1am:iario -ara "vitar s? d"s-lom"$ El 29 "l ti-o d" 1am:io int"r:an1ario 1"rr0 1on ?n -rom"dio "n v"nta d" SP$ 3,* -or D0lar Nort"am"ri1ano, "l ti-o d" 1am:io a1t?al a Mayo d"l 29 "s d" SP$ 2$;6*$ El 1r"1imi"nto d" la "1onomian5a d" los 1ons?midor"sJ "l "m-l"o ?r:ano "n "m-r"sas d" m7s d" di"5 tra:aGador"s 1on ?na varia1i0n -or1"nt?al d" ;$3$

La 1ali>i1a1i0n d" ri"s4o -a
*!(!6! Varia9les de/ogr+;icas La -o:la1i0n "stimada d"l ("r -ara "l 29 "s d" 1asi 2= millon"s d" -"rsonas, d" los 1?al"s "l 93 r"sid" "n 7r"as ?r:anas y "l 29 "n 7r"as r?ral"s, 1on ?na tasa d"

1r"1imi"nto d" *$%6 an?al$ La -o:la1i0n ?r:ana "st7 1on1"ntrada -rin1i-alm"nt" "n la 1osta 1"ntro y nort", mi"ntras ?" la -o:la1i0n r?ral "st7 dis-"rsa "n la si"rra s?r, si"rra nort" y s"lva$ Las 1i?dad"s m7s -o:ladas d"l -a"m"nina "n %=,9$ La 1om-osi1i0n -o:la1ional -or "dad"s d" Lima y Callao s" m?"stra "n "l 1?adro a 1ontin?a1i0nJ

TABLA N 6$ (OBLACI&N DE LIMA DIVIDIDA (OR RU(OS DE EDAD  DISTRITOS ta:*$G-4 F?"nt"J INEI [ ("rJ Estima1ion"s y (roy"11ion"s d" -o:la1i0n *=6[26$ Bol"ti1o N 36 y Bol"t
La -o:la1i0n G?v"nil d" Lima y Callao 1om-r"ndida "ntr" las "dad"s d" 6 a *= a.os ?" 4"n"ralm"nt" s" "n1?"ntran "n "ta-as "s1olar"s y -r"?niv"rsitario lo 1on>orma "l 2;, la -o:la1i0n ad?lta Gov"n "ntr" 2 y 3% a.os son d" 2, '93,*=3 a:itant"s y r"-r"s"nta "l 2= d" la -o:la1i0n, d" i4?al man"ra "n "l s"1tor ad?lto mayor 1om-r"ndida "ntr" las "dad"s d" 36 a '% a.os "sta 1om-r"ndida la -o:la1i0n d" 2, 9*3,96* a:itant"s y r"-r"s"nta "l mismo -or1"ntaG" d" 2= d" la -o:la1i0n$

*!(!*! Varia9les C'lt'rales El ("r s" divid" "n 1?atro r"4ion"s nat?ral"s ?" 1on>orman "l -a
D" a1?"rdo a la 1lasi>i1a1i0n d" A(OO s" -?"d"n id"nti>i1ar 1on 1laridad KS"is Limas "n la m"4al0-olis ?" s" a 1onv"rtido la 1a-ital -"r?anaJ Lima Nort", Lima Est", Lima C"ntro, Lima Mod"rna, Lima S?r y Callao$ S" a-r"1ia "n la si4?i"nt" ta:la la -o:la1i0n y la distri:?1i0n -or1"nt?al -or 1las" so1ial$

TABLA N '$ COM(OSICI&N DE LOS (ERFILES ZONALES DE LIMA METRO(OLITANA ta:**$G-4 ta:**a$G-4 F?"nt"J A(OO O-ini0n y M"r1adoY ("r>il"s Zonal"s d" Lima M"tro-olitana 2'Y MA(INSE 2'$ Estima1i0n 29 d" la -o:la1i0n total aG?stada al 1"nso 26YINEI IM [ Estad
La -o:la1i0n d" Lima M"tro-olitana a:r
TABLA N9$ CARACTER)STICAS DE LOS NIVELES SOCIOECON&MICOS ta:*2$G-4 F?"nt"J A(OO, Est?dio d" Niv"l"s So1io"1on0mi1os d" la ran Lima 29

En Lima "ist" ?na mayor 1on1"ntra1i0n d" o4ar"s d" niv"l m"dio :aGo, m7s d"l ' "sta 1onstit?ido -or o4ar"s d"l niv"l C y D, ?n t"r1io d"l total d" los in4r"sos >amiliar"s m"ns?al"s son d"stinados -ara "l 1ons?mo d" alim"ntos y "l r"sto "n al4?nos s"4m"ntos -ara "l aorro o solo 1?:rir n"1"sidad"s :7si1as$

*!(!-! 8/9ito Legal Eist"n or4anismos los 1?al"s v"lan -or la s"4?ridad d" los -rod?1tos y d" los 1ons?midor"s, dando normas y "s-"1i>i1a1ion"s ?" d":"n t"n"r los :i"n"s d" 1ons?mo$ Los or4anismos "n1ar4ados d" 4"n"rar 1ontrol y 1on>ian5a "n todo ti-o d" :i"n"s y s"rvi1ios o>r"1idos a la -o:la1i0n sonJ •

Comisi0n d" (rot"11i0n al 1ons?midor d"l Instit?to Na1ional d" D">"nsa d" la Com-"t"n1ia y d" la -rot"11i0n d" la -ro-i"dad int"l"1t?al$ INDECO(I

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DIESA

La -rim"ra r"1omi"nda a los 1ons?midor"s v"ri>i1ar la in>orma1i0n ant"s d" ad?irir los  -rod?1tos d" 1ons?mo, -ara "vitar -on"r "n ri"s4o la sal?d, ant" 1?al?i"r anormalidad o in1?m-limi"nto, "l 1ons?midor -?"d" tomar ?na a11i0n l"4al 1ontra la "m-r"sa o r"-r"s"ntant", am-arado :aGo "st" or4anismo$ (ara -rod?1tos d" 1ons?mo masivo, DIESA "i4" ?" los -rod?1tos ?" in4r"s"n al m"r1ado -"r?ano t"n4an ?n r"4istro sanitario d" alim"ntos y :":idas s"4nJ D"1r"to S?-r"mo N 9 [ =; [ SA KR"4lam"nto so:r" Vi4ilan1ia y Control Sanitario d" Alim"ntos y B":idas$ El 1?al n"1"sita r"ali5ar "l r"s-"1tivo tr7mit" y -r"s"ntar los r"?isitos "sti-?lados$ V"a ANEHO 2$

*!(!7! An+lisis del Sector a tra0és del Modelo de las Cinco F'er1as ?Micael Porter<

Co/%etidores Potenciales

El m"r1ado d" 4all"tas s" divid" "n dos 1at"4or"r"n1ia d"l m"r1ado d"l '3 y las saladas d" 39$ ("s" a s"r ?n m"r1ado m?y >ra4m"ntado

"ist"n "m-r"sas ?" manti"n"n -arti1i-a1ion"s

si4ni>i1ativas, 1omo !ra>t Foods SA 1on s? mar1a Na:is1o, Ali1or- SA 1on Vi1toria y Fni y San #or4" 1on San #or4" y all"t"r
TABLA N ;$ (ARTICI(ACI&N DE LAS EM(RESAS EN ALLETAS DULCES  SALADAS ta:*3$G-4 ta:*3a$G-4 F?"nt"J R"tail a?dit$ R"s"ar1 CCR, Lima 29

Las mar1as m7s r"1ono1idas -romo1ionan s?s -rod?1tos y n?"vos lan5ami"ntos$ Todas manti"n"n ?n -r"1io a11"si:l" y "st7ndar al -:li1o, o>r"1i"ndo sa:or"s n?"vos y "m-a?"s nov"dosos$ M?1as d" las "m-r"sas ti"n"n molin"ras -ro-ias y >7:ri1as 1"ntrali5adas, 1r"ando "1onomlota d" distri:?1i0n$

Los -rod?1tos 4"n"ralm"nt" s" v"nd"n "n dos ti-os, 4all"tas "m-a?"tadas ?" r"-r"s"ntan "l =*,2 d" las v"ntas y a 4ran"l o :olsa "l ;,;$ Las -anad"rr"1"n s?s -ro-ias 4all"tas, ?" invol?1ran ?n -ro1"so 1as"ro, sin "s1alas ind?strial"s$ Las im-orta1ion"s al -a
Eist" tam:in la 1om-"t"n1ia in>ormal o d" 1ontra:ando d" -rod?1tos introd?1idos il"4alm"nt" -or las >ront"ras y ?" son distri:?idas "n "l m"r1ado n"4ro$

rado de ri0alidad entre co/%a5&as esta9lecidas

Eist" ?na 4ran 1om-"t"n1ia "ntr" "m-r"sas -or 1ons"4?ir o ?itar -arti1i-a1i0n d" m"r1ado im-ortant", ?" l"s -"rmita r"1?-"rar la inv"rsi0n ?" 4astan "n inv"sti4a1i0n y d"sarrollo d" n?"vos -rod?1tos, dis".ando "m-a?"s nov"dosos " introd?1i"ndo n?"vas vari"dad"s$ No "ist"n mayor"s varia1ion"s -or1"nt?al"s d" -arti1i-a1i0n$ La 1art"ra ?" man"Gan las ind?strias "s am-lia y -or lo m"nos ti"n"n dos o m7s mar1as d"  -rod?1tos -or s"4m"nto$

Com-it"n a travs d" a4r"sivas 1am-a.as -?:li1itarias y -romo1ion"s, -ara im-?lsar   -rod?1tos n?"vos o r"1ordar -rod?1tos tradi1ional"s 1on n?"vas 1ara1t"r
(ol"rtando -r"mios o mayor 1antidad d" -rod?1to a m"nor -r"1io$

La distri:?1i0n ?" ?tili5an las "m-r"sas "s masiva, s? -"n"tra1i0n so:r"-asa "l = "n1ontr7ndos" "n 1asi todas las :od"4as, 8ios1os, 4ri>os, m"r1ados, s?-"r " i-"rm"r1ados, asta son :lan1os d" los 1om"r1iant"s in>ormal"s ?" v"nd" "n la 1all"$

Poder de negociaci,n de los co/%radores

Los 1om-rador"s -ot"n1ial"s son mayoristas, :od"4as, -?"stos d" m"r1ados y 1ad"nas d" 4ri>os, ?" >iGan so:r" "l -r"1io d" v"nta ?n -or1"ntaG" d" r"torno y -"riodos d" >inan1iami"nto$

Otros 1om-rador"s son los 8ios1os ?" -or m"dio d" los distri:?idor"s, introd?1"n los  -rod?1tos "n -"?".as 1antidad"s y s"4n la v"nta a1"n los -"didos$

Cad"nas d" S?-"r " i-"rm"r1ados 1omoJ Tott?s, M"tro, (la5a V"a, Vivanda y on4, "i4"n do1?m"ntos l"4al"s 1omoJ la 1onstit?1i0n l"4al d" la "m-r"sa -rod?1tora o im-ortadora, r"4istro y n?m"ro d" RUC vi4"nt", lista d" -r"1ios y 10di4o d" :arras, "s-"1i>i1a1i0n d" in4r"di"nt"s "n los "m-a?"s, >"1a d" "la:ora1i0n y v"n1imi"nto, an7lisis >itosanitario, "stado d" r"s?ltados d" la "m-r"sa d" dos 4"stion"s -asadas, 1?"nta "n los :an1os a>iliados 1on la "m-r"sa y otras normas$

Las -oliGan -or1"ntaG"s so:r" las v"ntasJ

•

R"?ni0n y "val?a1i0n d" ?n 1omit, -ara la -r?":a y a-ro:a1i0n d" los -rod?1tos$

•

En al4?nos lo1al"s los -rod?1tos son tomados a 1onsi4na1i0n, -ara "st?diar "l movimi"nto$

•

Al?il"r d" "s-a1io "n la 40ndola, s"4n "l l?4arJ 1a:"1"ra, m"dio, s?-"rior o in>"rior$

•

Mant"nimi"nto d"l -rod?1to "n alma1"n"s y 40ndolas, "l * al *6 so:r" la v"nta$

•

(a4o a = da1t?ra$

•

Im-?lsadoras y -romo1i0n d" los -rod?1tos "st" s"rvi1io lo o>r"1" "l "sta:l"1imi"nto o -?"d" s"r r"ali5ado -or "l -rod?1tor$

Distri:?idor"s y mayoristas ?" o>r"1"n los s"rvi1ios d" 1olo1a1i0n y -romo1i0n d" los  -rod?1tos "n -?ntos d" 1om"r1iali5a1i0n, ?" son -ro-ios d" s? 1art"ra$ Los 4ri>os y al4?nos minoristas "i4"n -rod?1tos a 1on1"si0n$

Poder de negociaci,n de los %ro0eedores

La mayora:ri1an s?s -rod?1tos 1on ins?mos na1ional"s y -art" im-ortados$

Las ind?strias -rod?1toras d" alim"ntos, "s-"1ialm"nt" las ?" ?tili5an "n s? mat"ria  -rima arina d" tri4o y soya "n "l ("r s?>r"n so:r" tasas y 1ostos ?" invol?1ran la im-orta1i0n d" ins?mos 1omo "l tri4o, l"1", a51ar y otros, lo 1?al r"sta 1om-"titividad a la ind?stria lo1al$

El tri4o ins?mo -rin1i-al d"l -an y la 4all"ta "n "l ("r "s mayorm"nt" im-ortado$ La mayor -art" d"l tri4o ?" -rod?1" "l -a
Prod'ctos s'stit'tos

La am"na5a d" "stos -rod?1tos s?stit?tos "s d":ido a la -o1a >id"lidad d"l 1ons?midor  d" 4all"tas >r"nt" a las mar1as y -rod?1tos, la 1om-ra -or im-?lso y s? -roimidad d"  -rod?1tos s?stit?tos "n los l?4ar"s d" 1om"r1iali5a1i0n$

Eist"n m?1os -rod?1tos s?stit?tos -ara las 4all"tas, los -rin1i-al"s 1om-"tidor"s son los Sna18s salados 1omoJ -a-as >ritas, man<, 1i>l"s, tortillas, 1i5itos "t1, 1omo tam:in 4olosinas, d?l1"s, masti1a:l"s, 1i1l"s, 1o1olat"s, :arras d" 1"r"al"s y  -ast"l"r
*!6! Estr'ct'ra del /ercado Las 4all"tas "n todos s?s sa:or"s y -r"s"nta1ion"s son "n1ontradas "n 1?al?i"r l?4ar,  -or s? -r"s"n1ia "n 1asi todas las :od"4as y 8ios1os, las "s?inas y 1om:is tam:in in?ndadas d" am:?lant"s ?" si :i"n no man"Gan todas las mar1as -os""n ?n 4ran s?rtido$ Estos -rod?1tos "st7n 1onsid"rados s"4n in>orm"s d" A(OO "ntr" los d" mayor 1ons?mo -"rsonal$ Llamados tam:in -rod?1tos d" 1onv"ni"n1ia, -or "l mismo "s>?"r5o ?" r"?i"r" "l 1ons?midor al mom"nto d" 1om-ra$

El 1ons?mo -"rY1a-ita d" 4all"tas "n "l ("r "s r"lativam"nt" :aGo, 1om-arando 1on  -a
Cons'ltar ca%&t'lo co/%leto en$ tt-JPP1y:"rt"sis$?-1$"d?$-"P?-1P2;P:?r4oaXadP-d>P:?r4oaXadYT/$%$-d> 

CA()TULO %$ DIAN&STICO

AN8LISIS FDOA

-!(! Fortale1as

F*$ R"s-aldo d" La Fran1"sa SA, "m-r"sa 1onsolidada y d" "-"ri"n1ia "n "st" r?:ro, ad"m7s d" la ada-ta1i0n d" -rod?1tos y -r"s"nta1ion"s ?" "l m"r1ado o:G"tivo r"?i"ra$

Im-li1an1iaJ d":ido al int"rs "n m"r1ados int"rna1ional"s y la 1a-a1idad o1iosa d" s? ma?inaria, la "m-r"sa "sta im-l"m"ntando ?na dir"11i0n "s-"1ial -ara "l r?:ro d" "-orta1i0n y l" da >a1?ltad"s -ara la modi>i1a1i0n d" los "m-a?"s y ada-ta1i0n d" los  -rod?1tos -ara 1om-"tir "n otros m"r1ados$

F2$ Utili5a1i0n d" -rod?1tos nat?ral"s d" :aGo 1osto y sanos "n todas s?s l
Im-li1an1iaJ "l 1ons?midor r">l"Ga la n"1"sidad d" ?n -rod?1to a4rada:l" y so:r" todo sano -ara "l 1ons?mo, La Fran1"sa SA ti"n" "-"ri"n1ia d"sarrollando -rod?1tos 1on "s"n1ias " in4r"di"nt"s nat?ral"s 1on :aGo niv"l d" 1ol"st"rol y alto 1ont"nido alim"nti1io$

F3$ Costos :aGos "n la "la:ora1i0n d" -rod?1tos$

Im-li1an1iaJ La Fran1"sa SA s" -rov"" 1on mat"ria -rima d" :aGo 1osto na1ional o int"rna1ional y d" 1alidad r"1ono1ida, d":ido al m"nor aran1"l s?:v"n1ionado -or "l 4o:i"rno Boliviano o:ti"n" ins?mos 1omo tri4o, arina y a51ar a m"nor"s -r"1ios ?" "l r"sto d" la r"4i0n$ C?"nta 1on mano d" o:ra, s"rvi1ios -:li1os y "n"r4ti1os :aratos$

-!6! De9ilidades

D*$ La Fran1"sa SA no ti"n" "-"ri"n1ia ni ima4"n lo1al "n "l m"r1ado -"r?ano$

Im-li1an1iaJ "s ?n 4ran r"to -ara la "m-r"sa 1ons"4?ir "l r"1ono1imi"nto d" mar1a y ad?irir -arti1i-a1i0n "n ?n m"r1ado ?" "sta div"rsi>i1ado y s" ti"n" "m-r"sas r"1ono1idas y -rod?1tos -osi1ionados "n varios s"4m"ntos$

D2$ Di><1il -"n"tra1i0n d" -rod?1tos n?"vos

Im-li1an1iaJ m?1as d" las "m-r"sas lo1al"s ti"n"n ?n mayor al1an1" d" -"n"tra1i0n  -or 1ontar 1on r"1?rsos -ro-ias -ara ll"4ar a la mayort y Costa, lo 1?al a1" m7s a11"si:l" la -"n"tra1i0n "n ?n m"r1ado ?" "s m?y 1om-"titivo$ La Fran1"sa SA r"1?rr" a la t"r1"ri5a1i0n "n la distri:?1i0n d" s?s -rod?1tos y -os"" ?n -r"s?-?"sto r"d?1ido -ara la -romo1i0n d" los mismos$

D3$ (o1o niv"l d" 1ono1imi"nto "n 4?sto d"l 1ons?midor -"r?ano 1on r"s-"1to a las 1ara1t"r
Im-li1an1iaJ la >alta d" 1ono1imi"nto d" los 4?stos y ada-ta:ilidad d" n?"stros  -rod?1tos >r"nt" a los -aladar"s -"r?anos ?" s" >ormaron d?rant" a.os 1on mar1as tradi1ional"s "n "l m"r1ado, "s im-ortant" r"1o-ilar in>orma1i0n d" n?"stro >?t?ro 1ons?midor, -ara tomar m"didas ad"1?adas ?" -ro-i1i"n ?na ">i1a5 -"n"tra1i0n d" m"r1ado$

D%$ Alta inv"rsi0n -romo1ional d" los 1om-"tidor"s$

Im-li1an1iasJ los m7r4"n"s d" 4anan1ia s"r7n r"d?1idos ant" la 4ran -romo1i0n y  -?:li1idad ?" la 1om-"t"n1ia ll"va$

-!*! O%ort'nidades

O*$ Tratados y 1onv"nios int"rna1ional"s -ara la im-orta1i0n d" -rod?1tos :aGo "l CAN$

Im-li1an1iasJ los -rod?1tos ?" s" im-ortan al m"r1ado -"r?ano ti"n"n ?n aran1"l 1"ro, lo 1?al dismin?y" los 1ostos y "l ti"m-o d" "ntr"4a "s m
O2$ El 1ons?midor "sta a:i"rto a -ro:ar n?"vos -rod?1tos y no ti"n" >id"lidad "sta:l"1ida so:r" ?na mar1a

Im-li1an1iasJ "l 1ons?midor d" 4all"tas no m?"stra ?na >id"lidad a1ia ?n -rod?1to d"t"rminado, si no ay la mar1a ?" :?s1an 1om-ran otra similar, "s im-ortant" o>r"1"r   -romo1ion"s "n -r"1io y "star "n la mayor 1antidad d" -?ntos d" v"nta$

O3$ Cons?midor"s 1omo amas d" 1asa y -"rsonas 1on -ro:l"mas d" so:r"-"so :?s1an  -rod?1tos ?" no "n4ord"n ti-o li4t y :aGos "n 1ol"st"rol, -r"o1?-7ndos" -or s? sal?d y la d" s?s >amiliar"s$

Im-li1an1iasJ no "ist" m?1os 1om-"tidor"s "n "st" r?:ro li4t y "ist" -ot"n1ial 1r"1imi"nto d" "st" ti-o d" -rod?1tos$ La Fran1"sa SA ti"n" 1ara1t"r
O%$ Fa1ilidad"s -ara "l "sta:l"1imi"nto d" n?"vos 1"ntros d" 1om"r1iali5a1i0n "n Lima y 1r"1imi"nto 1om"r1ial "n los 1onos$

Im-li1an1iasJ "ist"n -roy"1tos d"l 4o:i"rno ?" -rom?"v"n >a1ilidad"s a 1om"r1iant"s y m"r1ados a o:t"n"r 1rdito >71il -ara la 1onstr?11i0n d" :od"4as y m"r1ados$ Los nm"ros d" S?-"rm"r1ados " /i-"rm"r1ados an ido "n a?m"nto "n los ltimos a.os y ti"n" -"rs-"1tivas >?t?ras al int"rior d"l -a
-!-! A/ena1as

A*$ In"sta:ilidad -ol
Im-li1an1iasJ "l a1t?al r4im"n "n Bolivia -odr?t?ras " int"r1am:io "n 1om"r1io "t"rior 1on :lo?"s "1on0mi1os$

A2$ (r"si0n d" los 1om-"tidor"s "n :od"4as y s?-"rm"r1ados -ara la "i:i1i0n d" s?s  -rod?1tos$

Im-li1an1iasJ los "sta:l"1imi"ntos 1om"r1ial"s ti"n"n ?na mayor -r">"r"n1ia a  -rod?1tos 1ono1idos "n "l m"r1ado y la -r"si0n d" las ind?strias -ara o:t"n"r "l mayor  "s-a1io d" "i:i1i0n "n las 40ndolas o :od"4as 1on las ?" tra:aGan, a1" di><1il ?na  -"n"tra1i0n ad"1?ada d" -rod?1tos n?"vos$

A3$ ("rt"n"n1ia d" las ind?strias al Comit d" Fa:ri1ant"s d" all"tas$

Im-li1a1ion"sJ Son mi"m:ros d" "st" 1omit las "m-r"sas -rod?1toras d" 4all"tas d"l  -a
A%$ In4r"so il<1ito d" 4all"tas 1ontra:ando o -rod?1tos s?stit?tos$

Im-li1a1ion"sJ El 1ontra:ando y la distri:?1i0n d" -rod?1tos d" 1ons?mo s" an in1r"m"ntado, m?1os son ad?iridos -or las :od"4as y m"r1ados a m"nor -r"1io -or  ?" no -a4an im-?"stos d" s? v"nta$ Las >ront"ras d" los -a"s no "st7n si"ndo ">i1a5m"nt" -r"t"Gidas$

-!7! Linea/ientos Estratégicos enerales

Fortale1as 0s! O%ort'nidades

F*F3O*O2 /a1"r 1ono1"r la mar1a La Fran1"sa SA, 1on -rod?1tos a ?n -r"1io m"nor y d" 1alidad a1"-ta:l", ada-tando s?s 1ara1t"r"r"n1ias d"l 1ons?midor   -"r?ano$ Est" 1am:io im-li1a r""str?1t?ra1ion"s al -ro1"so a:it?al d" -rod?11i0n d" la "m-r"sa$

F2O3 D"sta1ar los -ro:l"mas d" ?na mala alim"nta1i0n y 1omo -?"d" ?na :?"na alim"nta1i0n 1ontrarr"star "n>"rm"dad"s 1ons"1?"nt"s d" "sta$ Las v"ntaGas "n "n"r4i1ios$

F*O% Utili5ar "strat"4ias d" distri:?1i0n y -r"1io -ara 1?:rir la d"manda d"l m"r1ado, in1r"m"ntar las v"ntas y "l vol?m"n d" im-orta1i0n$

De9ilidades 0s O%ort'nidades

D*O2O3

D"sarrollar ima4"n d" mar1a d" la "m-r"sa La Fran1"sa SA >r"nt" al 1ons?midor y "l 1om"r1iant", "n :as" a s? "-"ri"n1ia, -rod?1tos d" 1alidad, sanos y al al1an1" d"l  :olsillo d" 1?al?i"r 1ons?midor$ O%D2 D"sarrollar sist"mas d" distri:?1i0n ">i1i"nt"s d"l -rod?1to, y -romo1ionar "l -rod?1to  -ara o:t"n"r :"n">i1ios m?t?os 1on n?"stro so1io 1om"r1iant"$ D3O2 D"sarrollar "st?dios d" m"r1ado, -r?":as d" -rod?1tos los 1?al"s d"t"rmin"n las  -r">"r"n1ias "n sa:or y las 1ara1t"r
Fortale1as 0s A/ena1as

F*F2F3A2 D"sarrollar -ro4ramas d" -romo1i0n dir"1tos, a s"4m"ntos o:G"tivos y 1li"nt"s, d"sta1ando la "-"ri"n1ia d" la "m-r"sa, s?s -rod?1tos :aratos y atri:?tos d" s?s in4r"di"nt"s$

F*A2A% Esta:l"1"r 1onta1tos y >ormar r"la1ion"s d" n"4o1ios, 1on la mayor 1antidad d" distri:?idor"s y -?ntos d" 1om"r1iali5a1i0n$

F*A3 Tratar d" r"4istrars" y s"r mi"m:ro d"l Comit d" >a:ri1a1i0n d" all"tas$

F*F2F3A* Div"rsi>i1ar los m"r1ados "n "l "t"rior, 1r"ando ?na d"manda ?" -"rmita a La Fran1"sa SA 4"n"rar in4r"sos, "n 1aso d" ?n -osi:l" 1ola-so d"l 4o:i"rno$

De9ilidades 0s A/ena1as

D2A2 Esta:l"1"r ?na r"n"4o1ia1i0n 1on los distri:?idor"s y m"r1ados ?" -"rmita ?n mar4"n d" 4anan1ias a1"-ta:l" -ara am:os$

D2A2 R"ali5ar -romo1ion"s "n los -?ntos d" v"nta y "n a1tividad"s r">"r"nt" al 1ons?midor  o:G"tivo$

CA()TULO 6$ ESCENARIOS FUTUROS

7!(! Pro"ecciones C'alitati0as

A m"diano -la5o s" -r"v, "l lan5ami"nto d" -rod?1tos ya 1onsolidados "n n?"vas  -r"s"nta1ion"s, ya ?" "ist" ?na inv"rsi0n im-ortant" "n t"1nolo4ormato d" "m-a?"s, as< tam:in 1omo lan5ami"nto d" n?"vas 4all"tas 1on distintos sa:or"s$

 N?"vas t"nd"n1ias d" las -"rsonas a 1ons?mir -rod?1tos sanos y nat?ral"s, y mant"n"r  "n :?"n "stado "l 1?"r-o a1" ?" "l m"r1ado d" -rod?1tos Li4t o :aGos "n 1ol"st"rol s"an -ot"n1ialm"nt" atra1tivos a m"diano -la5o$

M?1as d" las "m-r"sas, :?s1an n?"vos m"r1ados "n "l "t"rior, invirti"ndo "n inv"sti4a1i0n d" m"r1ados y d"sarrollo d" n?"vos -rod?1tos ada-t7ndolos a las  -r">"r"n1ias d" los 1ons?midor"s d" 1ada r"4i0n$ S" "-ortan "n s? mayor
(roy"1tos d" inv"rsi0n -rivada -ara la 1onstr?11i0n "n >ormatos d" i-"rm"r1ado 1omo M"tro, (la5a V"a y Tott?s 1ontinan in4r"sando "n r?:ros tradi1ional"s d" las 1ad"nas d" ti"ndas -or d"-artam"ntot", ?n "G"m-lo "s Tott?s ?" ti"n" 1omo -roy"1to ll"4ar a 26 ti"ndas asta "l 2; El Com"r1io s"11i0n d" "1onominan1iami"nto, in>ra"str?1t?ra, >ormali5a1i0n, 1a-a1ita1i0n y asist"n1ia t1ni1a y s"4?ridad so1ial$

7!6! Pro"ecciones C'antitati0as La si4?i"nt" ta:la m?"stra los -rin1i-al"s indi1ador"s 4lo:al"s, y s?s varia1ion"s  -roy"1tadas -ara los si4?i"nt"s a.os$

TABLA N *%$ INDICADORES MACROECON&MICOS ta:*%$G-4 F?"nt"J Datos /ist0ri1osJ INEI ] P A1?m?lado asta Di1i"m:r" 29 Maimin"J Ri"s4os Ma1ro En" 2;

Los -rin1i-al"s indi1ador"s -roy"1tados asta "l 29, nos m?"stran ?n -anorama d" a?4" y 1r"1imi"nto, al"ntado -or la "sta:ilidad -ol
La -o:la1i0n 1r"1" "n *,%6 an?al, 1on mayor int"nsidad "n "l s"1tor ?r:ano, "n "l 1?al la a1tividad 1om"r1ial s" -r"v ?n 1r"1imi"nto sost"ni:l"$ Tam:in "l -od"r  ad?isitivo d" las -"rsonas y la >a1ilidad al 1rdito, lo4ra ?n in1r"m"nto d" la d"manda int"rna al 1ons?mo d" -rod?1tos$

Los im-?"stos a los -rod?1tos y d"r"1os d" im-orta1i0n d" los -rod?1tos s" in1r"m"ntan "n "l -"riodo d"l 26Y2' y s?>r"n ?na l"v" :aGa "l 29, los -rod?1tos ?" "st7n :aGo tratados d" Li:r" Com"r1io no ti-i>i1an di1os im-?"stos y son ""ntos d" aran1"l"s$

El (BI "sta "n 1r"1imi"nto, lo ?" r"-r"s"nta ?na mayor -rod?1tividad d" las "m-r"sas, mayor "m-l"o y 4asto$ La "sta:ilidad d" la mon"da y "l -od"r ad?isitivo d"l 1ons?midor s" manti"n"n$

CA()TULO '$ LINEAMIENTOS ESTRAT+ICOS COR(ORATIVOS DE LARO (LAZO

.!(! Rede;inici,n de la Misi,n Cor%orati0a

L?"4o d" anali5ar los >a1tor"s int"rnos y "t"rnos, la misi0n d":" 1ont"m-lar ?n m"r1ado 4lo:al y s"r 1om-"titivo a travs d" s?s -rod?1tos y s"rvi1ios$ (or "so s"  -ro-on" "l 1am:io d" la misi0nJ

K(ro-or1ionar a las >amilias, div"rsas >ormas d" 1om-l"m"ntar s? alim"nta1i0n diaria, a travs d" -rod?1tos d" 1alidad, sanos y "1"l"n1ia "n s"rvi1ios$ Formar ?na r"la1i0n d" n"4o1ios ?" -"rd?r" "n "l ti"m-o 1on n?"stros 1ola:orador"s, -roy"1tando ?na s0lida ima4"n 1or-orativa y 4aranti5ando la o:t"n1i0n d" :"n">i1ios d" man"ra sost"ni:l"

.!6! O9eti0os enéricos Cor%orati0os

O9eti0os de Creci/iento

En los -r0imos 6 a.os La Fran1"sa SA s" a >iGado los si4?i"nt"s o:G"tivosJ

•

In4r"sar al m"r1ado -"r?ano, y lo4rar ?na -arti1i-a1i0n ini1ial d" m"r1ado d" 4all"tas d" $*6 "l -rim"r a.o, " ir in1r"m"ntando an?alm"nt" "n -rom"dio "l $% mant"nindola "n "l ti"m-o$

•

In1r"m"ntar "l vol?m"n an?al d" im-orta1i0n, t"rminando "l -rim"r a.o d" o-"ra1i0n "n ("r "n ?n *=, lo ?" r"-r"s"nta ?n -rom"dio d" 3' Ton"ladas -or  a.o, d":ido al 1r"1imi"nto lin"al ?" "-"rim"nta "sta ind?stria$

•

D"sarrollar "strat"4ias ?" l" -"rmita 4anar -arti1i-a1i0n 1onstant" a travs d" "strat"4ias d" Cr"1imi"nto Int"nsivo, y o>r"1i"ndo ?n m"Gor -r"1io al d" la 1om-"t"n1ia$

O9eti0os enerales C'alitati0os

•

(osi1ionar la mar1a La Fran1"sa SA "n "l m"r1ado -"r?ano, 1omo ?na 4all"ta d"  -r"1io G?sto 1omo "1o "n 1asa$ (ara "llo s" r"ali5aran -r?":as d" -rod?1to -ara 4"n"rar r"-"ti1i0n d" 1om-ra y 1ono1imi"nto$

•

D"sarrollar "strat"4ias trad" mar8"tin4 y >a1ilidad"s 1on los distri:?idor"s y mayoristas, ?" 1r"" vi1io$

•

D"sarrollar " introd?1ir -a?latinam"nt" n?"vos 4all"tas y otros -rod?1tos 1on distintas 1ara1t"r
CA()TULO 9$ (LAN O(ERATIVO DE MAR!ETIN

2!(! For/'laci,n Estratégica Co/ercial

2!(!(! Estrategias enéricas de Micael Porter Estrategia %ara lidera1go en costos

ira "n torno a la -rod?11i0n d" -rod?1tos "st7ndar, a -r"1ios ?nitarios m?y :aGos$ Los 1ostos son a>"1tos d"l a-r"ndi5aG" y 1?rva d" "-"ri"n1ia, "l -or1"ntaG" d" a-rov"1ami"nto d" la 1a-a1idad y los vi1a1i0n d"  -rod?1tos "ist"nt"s, 1ostos -or 1on1"-tos d" mano d" o:ra, im-?"stos, "n"r4ti1os y trans-ort"s$

Es til "sta "strat"4ia 1?ando "l m"r1ado "sta 1om-?"sto -or m?1os 1om-rador"s s"nsi:l"s a los -r"1ios, 1?ando "ist"n -o1os 1aminos -ara lo4rar di>"r"n1ias d"  -rod?1tos, 1?ando a los 1om-rador"s no l"s int"r"san d"masiado las di>"r"n1ias "ntr" ?na mar1a y otra o 1?ando "ist" ?na 4ran 1antidad d" 1om-rador"s 1on ?n -od"r d" n"4o1ia1i0n 1onsid"ra:l"$

2!(!6! Estrategia de Seg/entaci,n

Y "o4r7>i1aJ El -roy"1to solo "star7 limitado a la 1i?dad d" Lima, -or ?" "s ?n m"r1ado atra1tivo, ?" 1on1"ntra "l 3% d" la -o:la1i0n y ti"n" "l mayor movimi"nto 1om"r1ial d"l ("r$

Y D"mo4r7>i1aJ Es m?y im-ortant" t"n"r "n 1?"nta la motiva1i0n d" los 1ons?midor"s a la ora d" tomar d"1ision"s "n la 1om-ra d" 4all"tas$

S" -r"t"nd" s"4m"ntar "l m"r1ado -or "dad"s s"4n los distintos ti-os d" -rod?1tos, di>"r"n1i7ndolos " id"nti>i17ndolos 1on las 1ara1t"rolio d" mar1as ?" s" -r"t"nd" introd?1ir al m"r1ado$

S"r7n diri4idos a om:r"s y m?G"r"s, "n distintos s"4m"ntos d" "dad"s 1omoJ ni.os y adol"s1"nt"s "ntr" "dad"s d" 6 a *' a.os$ #0v"n"sPad?ltos d" *9 a 36 a.os y ad?ltos mayor"s d" 3' a m7s a.os r"s-"1tivam"nt"$ Los "stratos so1ial"s ?" s" -r"t"nd" in4r"sar son C y D$

2!(!*! Estrategia de Posiciona/iento

La d"1lara1i0n d" -osi1ionami"nto ?" tomar7 la "m-r"sa "s la d"J K(rod?1tos a -r"1io  G?sto 1omo "1os "n 1asa K

T"ni"ndo "n 1?"nta los :"n">i1ios :?s1ados -or "l 4r?-o o:G"tivo, "s d"1ir ?n -rod?1to d" :?"n sa:or, alim"nti1io y sano, ?" satis>a4a las n"1"sidad"s d" "n"r4amiliar 1omo "1o "n 1asa$

Las -"rsonas ?" :?s1an "st" ti-o d" 1?alidad"s "n los -rod?1tos ?" 1ons?m"n,  -odr7n id"nti>i1ars" >71ilm"nt" 1on la mar1a y "l sa:or d" las 4all"tas d" La Fran1"sa SA$

2!(!-! Estrategias de Creci/iento Intensi0o

S"4n "l mod"lo d" Anso>>, s" -?"d" o:t"n"r ?na 1?ota d" m"r1ado ?:i17ndos" "n ?no d" los 1?adrant"s d" la matri5 d" Cr"1imi"nto Int"nsivo, La Fran1"sa SA ?" -rod?1" ?na vari"dad d" -rod?1tos "ist"nt"s "n otros m"r1ados y -i"nsa in4r"sar a ?n m"r1ado n?"vo 1omo "l -"r?ano, la "strat"4ia m7s 1onv"ni"nt" a d"sarrollar s" "n1?"ntra "n "l 1?adrant" 2$

CUADRO N 3$ MODELO DE ANSOFF ta:*6$G-4 F?"nt"J (lan d" Mar8"tin4 (aso a (aso, Carlo C?tro-
Esta "strat"4ia :?s1a introd?1ir

-rod?1tos o s"rvi1ios a1t?al"s "n otras 5onas

4"o4r7>i1as$ B?s1ando n?"vos 1anal"s d" distri:?1i0n, id"nti>i1ando y s"4m"ntando a 1ons?midor"s -ot"n1ial"s, s"4n las 1ara1t"r
2!6! Metodolog&a de In0estigaci,n

Y Eval?ar los 4?stos y -r">"r"n1ias d" los 1ons?midor"s d" 4all"tas, as< 1omo la >r"1?"n1ia y sit?a1ion"s d" 1om-ra$

S"sion"s d" Fo1?s ro?-, a travs d" "stos 4r?-os d" dis1?si0n diri4idas s" -r"t"nd" d"s1?:rir a1tit?d"s d" los 1ons?midor"s y 1omo "llos -?"d"n r"s-ond"r al in4r"so d" ?n n?"vo -rod?1to al m"r1ado$ ?" 1ara1t"r
R"da1tar ?na s"ri" d" id"as so:r" "l -rod?1to mismo, "l "m-a?" y la sit?a1i0n ?" im-?lsa al 1ons?mo d" 4all"tas -osi1ionadas "n "l m"r1ado$ M"diant" "stas s"sion"s s"  -r"t"nd" d"s1artar los -rod?1tos ?" s"an m"nos atra1tivos -ara "l 1ons?midor$

Y Est?dio d" -r?":a d" -rod?1to S" "val?ara s"4n "l 4r?-o o:G"tivo d" int"rs y s?s 1ara1t"ri1as 1omo "dad, s"o y "strato so1ial$

S" m"dir7 as-"1tos d" a4rado y d"sa4rado d"l -rod?1to, atri:?tos d" los -rod?1tos 1ons?midos, -r">"r"n1ias y 1ara1t"r
Y Est?dio d" los int"rm"diarios S" ar7n "ntr"vistas a int"rm"diarios d" la 1ad"na d" distri:?1i0n, los 1?al"s :rindaran im-ortant" in>orma1i0n so:r", "l mani-?l"o, 1ostos y -r">"r"n1ias d" los -rod?1tos ?" s" -on"n a la dis-osi1i0n d"l 1li"nt", ad"m7s d" r"v"lar "strat"4ias ?" son ?tili5adas  -or las 1om-a.
Y M"todolo4
Los "n1?"stados -ro:aran "l -rod?1to y l?"4o s" l"s r"ali5ara ?na s"ri" d" -r"4?ntas,  -ara 1ono1"r las o-inion"s d" los -rod?1tos$ Los s"4m"ntos d" -r?":a -ara los distintos  -rod?1tos s" -?"d"n o:s"rvar "n "l si4?i"nt" 1?adro$

CUADRO N %$ SEMENTOS DE (RUEBA ta:*'$G-4 F?"nt"J "la:ora1i0n -ro-ia

S" r"ali5aran 62 "n1?"stas a om:r"s y m?G"r"s, "n 5onas d" Lima Nort" y Lima Est" ?" son las ?" 1?"ntan 1on mayor a>l?"n1ia d" -o:la1i0n y tam:in -"rt"n"1"n a s"4m"ntos C y D$ S"4n datos d" A(OO O-ini0n y M"r1adoY ("r>il"s Zonal"s d" Lima M"tro-olitana 29, d"s1ritos "n la TABLA N '$ Am:as 5onas 1onti"n"n ?na  -o:la1i0n d" 3$9%%$=3* a:itant"s "n di1os s"4m"ntos y r"-r"s"ntan "l %% d" la  -o:la1i0n total d" Lima$

Los >orm?larios y 4?i4?ran "n "l ANEHO 6$

Cons'ltar ca%&t'lo co/%leto en$ tt-JPP1y:"rt"sis$?-1$"d?$-"P?-1P2;P:?r4oaXadP-d>P:?r4oaXadYT/$;$-d> 

CA()TULO ;$ EVALUACI&N FINANCIERA

3!(! E0al'aci,n Financiera

3!(!(! S'%'estos de Ventas

En "l a1t?al m"r1ado d" 4all"tas "ist"n tr"s "m-r"sas ?" dominan "l mismo y  -rod?1"n 4rand"s volm"n"s, lo 1?al a1" ?" "stas s"an r"nta:l"s y 1om-"titivas$

La Fran1"sa SA si"ndo ?na "m-r"sa n?"va " im-ortadora y no 1ontar 1on 1a-ital d" inv"rsi0n -ara la 1onstr?11i0n d" ?na -lanta "n ("r, d"1id" t"n"r ?n r"-r"s"ntant" y ?" a travs d" l -?"da im-ortar s?s -rod?1tos, 1om"r1iali5arlos y tomar las a11ion"s administrativas r"?"ridas$

(ara "stimar la -arti1i-a1i0n d" m"r1ado ?" s" d"s"a al1an5ar s" toma los volm"n"s d" v"ntas d" "m-r"sas im-ortadoras y d" similar"s 1ara1t"r
CUADRO N =$ (ROECCI&N DE VENTAS ANUALES ta:*9$G-4

ta:*9a$G-4 F?"nt"J Comit d" Fa:ri1ant"s d" all"tas d" la SIN y "la:ora1i0n -ro-ia

Las v"ntas -roy"1tadas >?"ron "stimadas m"diant" "l mtodo d" Corr"la1i0n Lin"al "n "l ti"m-o ?" s" r"ali50 1on "l ist0ri1o d" v"ntas an?al"s d" los -"riodos 22 al 29, ?" s" m?"stra "n "l ANEHO '$

3!(!6! In0ersi,n inicial

Dado ?" las o-"ra1ion"s "n Lima s"r7n man"Gadas -or ?n r"-r"s"ntant" d" La Fran1"sa, los 1ostos d" inv"rsi0n ini1ial im-li1an tr7mit"s l"4al"s 1orr"s-ondi"nt"s y "l a1ondi1ionami"nto d" ?na o>i1inaQ 1on "?i-o d" 10m-?to n"1"sario -ara la administra1i0n y or4ani5a1i0n$ El d"tall" "s mostrado a 1ontin?a1i0n$

CUADRO N *$ INVERSI&N INICIAL ta:*;$G-4 Ela:ora1i0n (ro-ia

La inv"rsi0n -ara "l 1a-ital d" tra:aGo s"r7 d" USD W 6'$, los 1?al"s son n"1"sarios  -ara ini1iar o-"ra1ion"s, "l '  s"r7 >inan1iado -or "l :an1o y "l r"sto m"diant" a-ort" d" 1a-ital -ro-io$ V"r ANEHO 9 d" >inan1iami"nto y 1?adro d" amorti5a1ion"s$

3!6! Egresos O%erati0os

3!6!(! Costos de Co/erciali1aci,n

: Trata/iento Arancelario D":ido a ?" Bolivia y E1?ador "st7n s?:s1ritos a la Com?nidad Andina d" Na1ion"s "ist"n "ntr" "llos y "l ("r ?na 5ona li:r" d" im-?"stos aran1"larios, "s d"1ir ?" los  -rod?1tos son ""ntos d" al4?nos im-?"stos y solo son -a4ados, "l im-?"sto d"  -romo1i0n m?ni1i-al, im-?"sto 4"n"ral a las v"ntas, so:r" tasa adi1ional, "st" ltimo s" 1al1?la d"l valor CIF, la tasa d" s"rvi1io d" d"s-a1o ?" "s "l -or1"ntaG" d" UIT "ntr" "l ti-o d" 1am:io 1orr"s-ondi"nt"$ Los -or1"ntaG"s s" m?"stran a 1ontin?a1i0nJ

CUADRO N **$ ARANCELES DE COMERCIALIZACI&N DE LA CAN ta:*=$G-4 Ela:ora1i0n (ro-ia

Los -rod?1tos son im-ortados d" Bolivia, 1on lo ?" t"ndr
3!6!6! Otros Egresos O%erati0os Costo d" lo v"ndidoJ La Fran1"sa SA im-ortar7 dir"1tam"nt" 1omo -rod?1to t"rminado d" s? 1asa matri5 "n La (a5 Y Bolivia, -or lo ?" "l 1osto d" lo v"ndido in1l?y" los 1ostos d" im-orta1i0n, aran1"l"s y "l trans-ort"$

astos d" Mar8"tin4J "stos 4astos son n"1"sarios -ara im-?lsar las v"ntas y a1"r  r"1ono1i:l" la mar1a, "l 1rono4rama d" a1tividad"s >?" -r"s"ntado ant"riorm"nt" "n "l  -?nto d" (romo1i0n d"l Mar8"tin4 Mi, "n "st" "ist"n 4astos ini1ial"s d" -romo1i0n  -ara "l -rim"r a.o "-li1ados "n "l an"o d" 1rono4rama d" Mar8"tin4 d"tallado y

l?"4o ado-taran ?n -or1"ntaG" d"l 6 d" las v"ntas a lo lar4o d" los a.os, -ara r"1ordar  la mar1a y >a1ilitar la -romo1i0n d" otros n?"vos -rod?1tos$ astos administrativosJ "l -"rsonal administrativo 1om-r"nd" a a?"llas -"rsonas ?" la:oran "n las 7r"as d" a-oyo instit?1ional y d" a-oyo a1admi1o y administrativo$ In1l?y" tam:in al -"rsonal t1ni1o y d" s"rvi1io$ Estos 4astos s" r"ali5ar7n d" man"ra m"ns?alQ d":"mos r"saltar ?" dado ?" las o-"ra1ion"s no son m?y 1om-l"Gas -or lo ?" s" -?"d" "vitar 1ontratar "1"d"nt" d"  -"rsonal, -ara >?n1ion"s "s-"1<>i1as$ D"sarrollamos las >?n1ion"s d" los -rin1i-al"s invol?1rados "n la "G"1?1i0n d" las o-"ra1ion"s d" la "m-r"sa$

R"-r"s"ntant"J s" "n1ar4ar7 d" la lo4
("rsonal d" A-oyoJ "s "l -"rsonal d" 1ar4a, "l 1?al s" "n1ar4a d"l mani-?l"o d" las 1aGas, "st" -"rsonal s"r7 1ontratado -or oras$

Vi4ilan1iaJ s" d":" 1ontar 1on "st" -"rsonal, -ara ?" 1?m-la las >?n1ion"s d" s"4?ridad d"l lo1al$

Los montos "n r"n?m"ra1ion"s, son d"s1ritos a 1ontin?a1i0nJ

CUADRO N *2$ ASTOS ADMINISTRATIVOS ta:2$G-4 Ela:ora1i0n (ro-ia

Es -osi:l" ad"1?ar "l nm"ro d" -"rsonal -ara ?" 1?m-la ?na >?n1i0n "s-"1<>i1a, 1?ando las o-"ra1ion"s as< lo r"?i"ran, -ara 4rand"s 1antidad"s d" volm"n"s y a m"dida ?" 1r"51a la "m-r"sa s"r7 n"1"saria la in1or-ora1i0n d" n?"vo -"rsonal, -or  "G"m-lo d?rant" la introd?11i0n d" la mar1a "n "l -ai1ina y "l alma1nQ s" in1?rrir7n "n 4astos m"ns?al"s d" l?5, a4?a y t"l>ono, asimismo "l al?il"r d"l lo1al ?" s" ?:i1ar7 "ntr" las 5onas d"l Cono Nort" y Est"Q -?di"ndo s"r Comas la "l"11i0n$ Los 4astos s" d"s1ri:"n a 1ontin?a1i0nJ

CUADRO N *3$ ASTOS ENERALES ta:2*$G-4 Ela:ora1i0n (ro-ia

3!*! Estados Financieros Las -roy"11ion"s s" r"ali5ar7n -or ?n -"r
VENTASQ las -roy"11ion"s d" stas s" i1i"ron d" a1?"rdo a la 1antidad "n Ton"ladas ?" s" -lan"a im-ortar y "l 1r"1imi"nto d"l m"r1ado$

COSTO DE VENTASQ im-li1a los "4r"sos o-"rativos, ?" a:ar1a los 1ostos d" im-orta1i0n "n >?n1i0n al valor CIF, ?" d"-"nd" d" la 1antidad "n Ton"ladas ?" s" im-orta$

ASTO DE VENTASQ r">"r"nt" a los 4astos d" distri:?1i0n d" mayoristas, distri:?idor"sQ -?"s la "strat"4ia s" a-li1a a ?" "llos a1t"n 1omo int"rm"diarios -ara ll"4ar al 1ons?midor >inal$

OTROS ERESOSQ a:ar1a los s?"ldos ?" s" a-li1ar7n al -"rsonal ?" la:or" "n la "m-r"sa, ad"m7s d" los 4astos 4"n"ral"s d" l?5, a4?a y t"l>ono$

La di>"r"n1ia d" v"ntas y los d"m7s "4r"sos, o:t"n"mos la ?tilidad ant"s d" im-?"stos, a lo ?" r"stamos "l im-?"sto a la r"nta 1orr"s-ondi"nt" d" 3, dando ?n r"s?ltado d" ?tilidad n"ta$

(ara ?na m"Gor 1om-r"nsi0n y d"tall" d" los movimi"ntos d?rant" "l a.o a 1ontin?a1i0n s" m?"stra ?n >l?Go d" "4r"sos " in4r"sos m"ns?al y l?"4o an?alm"nt" asta "l a.o 2*2$ Los s?-?"stos d" -roy"11ion"s an?al"s d" v"ntas, 1ostos, "4r"sos " in4r"sos y 17l1?lo d"l IV >i4?ran "n "l ANEHO ;$

Cons'ltar ca%&t'lo co/%leto en$ tt-JPP1y:"rt"sis$?-1$"d?$-"P?-1P2;P:?r4oaXadP-d>P:?r4oaXadYT/$=$-d> 

CA()TULO =$ SISTEMAS DE EVALUACI&N  CONTROL

D":ido a ?" -?"d"n s?s1itars" im-r"vistos d?rant" la -?"sta "n mar1a d"l -roy"1to, "s n"1"sario tomar m"didas d" 1ontrol y monitor"o so:r" las a1tividad"s a >in d"  -r"v"nir " im-l"m"ntar a11ion"s 1orr"1tivas o-ort?nam"nt"$ (ara "st" -ro-0sito "l r"-r"s"ntant" d" La Fran1"sa SA "n Lima ti"n" la r"s-onsa:ilidad d" a1"r ?n s"4?imi"nto a los r"s?ltados d" las v"ntas m"diant" r"-ort"s m"ns?al"s ?" s"r7n "nviados a la >7:ri1a matri5$ S"r7n a?ditadas las v"ntas "l nm"ro d" ?nidad"s ?" son soli1itadas -or los mayoristas y distri:?idor"s, "l nm"ro d" -?ntos d" v"nta a las ?" s" ll"4a m"ns?alm"nt" y "l  -r"1io ?" "stas o>r"1"n al -:li1o$ As< mismo los 4astos d" -romo1i0n s"r7n s?G"tos a "val?a1i0n$

 N?"stras im-?lsadoras y -"rsonal ?" t"n4a dir"1ta int"ra11i0n 1on los distintos -?ntos d" v"nta "star7n "n1ar4ados d" -r"s"ntar ?n in>orm" so:r" las o-inion"s y r"a11ion"s d" los 1ons?midor"s$

CUADRO N *9$ METODOLO)A DE EVALUACI&N  CONTROL ta:22$G-4

CONCLUSIONES

•

La Fran1"sa SA 1?"nta 1on "-"ri"n1ia, a-oyo 4"r"n1ial y dis-osi1i0n d"l -"rsonal, ad"m7s d" 1ontar 1on 1a-a1idad ind?strial y t"1nolo4
•

Los 1ostos d" im-orta1i0n, la 5ona li:r" 1om"r1io ?" a1" los aran1"l"s ma:ri1a1i0n y d" mano d" o:ra son m
•

El m"r1ado d" 4all"tas "n "l ("r "sta "n as1"nso, y a?n?" "l 1ons?mo -"rY17-ita "s m"nor ?" "n otros -a
•

El m"r1ado 4all"t"ro "n "l ("r, r"-r"s"nta -ara La Fran1"sa SA ?n m"r1ado atra1tivo y d" 1r"1imi"nto sost"ni:l" "n "l ti"m-o, ya ?" solo Lima r"-r"s"nta la  -o:la1i0n "nt"ra d" Bolivia, ad"m7s las 1las"s so1ial"s C y D son los ?" ti"n"n mayor 1r"1imi"nto y a1"-ta1i0n -ara "l ti-o d" 4all"ta ?" s" ?i"r" introd?1ir y otros -ot"n1ial"s -rod?1tos "n "l lar4o -la5o$

•

Los 1ons?midor"s so:r" todo G0v"n"s y ni.os no son 1ons?midor"s >i"l"s a ?na sola mar1a o ti-o d" 4all"ta, la mayor
•

/ay ?na t"nd"n1ia al 1?idado d"l or4anismo a travs d" "G"r1i1io y ?na :?"na alim"nta1i0n, m?1as -"rsonas ado-tan la n"1"sidad d" 1ons?mir -rod?1tos sanos y  :aGos "n 4rasas -ara "vitar -ro:l"mas 1ardia1os y o:"sidad$

•

El m"r1ado -"r?ano "-"rim"nta ?n 1r"1imi"nto "n la d"nsidad -o:la1ional a1i"ndo n"1"saria la 1r"a1i0n d" m7s :od"4as, m"r1ados, s?-"rm"r1ados y 4ri>os dond" las -"rsonas -?"dan a:ast"1"rs"$ Al i4?al ?" s"rvi1ios d" int"rm"diarios d"

mayoristas y d"tallistas 1ada v"5 "st7n a la :?s1a d" o-ort?nidad"s d" 1om"r1iali5ar   -rod?1tos d" 1ons?mo d" r7-ida v"nta 1omo las 4olosinas, :":idas y 4all"tas$ •

A -"sar d" s"r -?":los y 4"nt" similar"s los 4?stos y -r">"r"n1ias d" los 1ons?midor"s -"r?anos y :olivianos di>i"r"n "n al4?nos as-"1tos$

•

La >ran1"sa SA ti"n" ?" tra:aGar "n la 1onsist"n1ia d" la 4all"ta -ara lo4rar ?na t"t?ra m7s >irm" y 1ro1ant", ad"m7s d" ?tili5ar ?n 1o1olat" ?" 1?:ra -or  1om-l"to la 4all"ta y -?"da mant"n"r "s" "stado -or m7s ti"m-o$

•

Los sa:or"s d?l1"s "n 1om:ina1i0n 1on las 4all"tas int"4ral"s son las d" m"Gor  a1o4ida t?vi"ron -or "l m"r1ado -"r?ano y no as< sa:or"s amar4os 1omo la 1an"la$

•

Los nom:r"s d" varios -rod?1tos ti"n"n ?" m"Gorar, -ara "vitar la 1om-ara1i0n 1on otras mar1as o 1on>?ndir al 1ons?midor$

•

Los "m-a?" ?" s" ti"n"n ?" ?tili5ar -ara los -rod?1tos ti"n"n ?" t"n"r la totalidad o la mayor -art" d"l -rod?1to 1?:i"rta -or las in1id"n1ias d"l sol, ad"m7s ?" ti"n"n ?" s"r m"Gor s"lladas -ara "vitar la ?m"dad ?" "s 1ara1t"r
•

Los -r"1ios son -art" d" ?na "strat"4ia d" introd?11i0n y tam:in son r"s?ltado d"l  :aGo 1osto d" >a:ri1a1i0n, im-orta1i0n y 1om"r1iali5a1i0n "n los ?" in1?rr" la "m-r"sa$

•

Es im-ortant" la r"la1i0n ?" s" mant"n4a 1on los distri:?idor"s y mayoristas, ya ?" "llos s"r7n >?"nt" d" in>orma1i0n y d"sarrollo 1om"r1ial -ara la introd?11i0n d" n?"vos -rod?1tos$

•

(ara la introd?11i0n y la a1"-ta1i0n d" ?n -rod?1to n?"vo -or los -?ntos d" v"nta " int"rm"diarios, "s n"1"saria ?" la -?:li1idad "st" diri4ida -or "l 1anal y s" l"s dot" a "llos d" m"dios -romo1ional"s -ara a1"r la v"nta m7s >71il$

ANEHOS Cons'ltar ane>o co/%leto en$

tt-JPP1y:"rt"sis$?-1$"d?$-"P?-1P2;P:?r4oaXadP-d>P:?r4oaXadYT/$:a18$*$-d> 

BIBLIORAF)A C?tro-orm" 4"r"n1ial d" Mar8"tin4, Lid"ra54o "n -rod?1tos Alim"nti1ios 29$ A-oyo O-ini0n y M"r1ado ("r>il"s Zonal"s d" Lima M"tro-olitana 29 Cas"r Maimi" Ri"s4os S"1torial"s, En"ro 2;$ Tais:or SAC C?rso (r71ti1o d" Im-orta1ion"s, 26

R"vistas y diarios Ind?stria ("r?ana, N 9'9, Lima A:ril 23 S"mana E1on0mi1a, N=32, Lima *6 d" A4osto d"l 2%, (a4 3$