Plan Mk de La Empresa de Transportes Gm Internacional Final

PLAN DE MARKETING “UNIVERSIDAD NACIONAL AGRARIA DE LA SELVA”

FACUL CULTAD CIEN CIENCI CIAS AS ADMINISTRATIVAS

ECON ECONÓM ÓMIC ICAS AS

Y

DEPART DEPARTAMENTO AMENTO ACADEMICO ACADEMIC O DE CIENCIAS ADMINISTRATIVA ADMINISTRATIVAS

DOCENTE

LIC. ADM. CARLOS CA RLOS MAYTA MAYTA MOLINA : LIC.ADM.

CURSO

: COMUNICACIÓN INTEGRAL DE MARKETING

TEMA

: PLAN DE MARKETING DE LA EMPRESA GM INTERNACIONAL

PRESENTADO POR: 

SEMESTRE

RENGIFO CORDERO MILAGROS SEGOVIA MEDINA, MIRIAN

: 2015-II

TINGO MARIA - PERÚ

COMUNICACIÓN INTEGRAL DEL MARKETING

29

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PLAN DE MARKETING

INDICE .............................. ..................... ..................... .............................................. .................................... 3 INTRODUCCIÓN ....................

I.

HISTO HISTORI RIA A , VISI VISION ON Y MISION MISION DE LA EMPPRE EMPPRESA SA........................................4

II.

ANALISIS DE LA EMPRESA....................................................................5

2.1) .1)

ANÁL NÁLISI ISIS SIT SITUA UAC CION IONAL ....................................................................5

2.1.1)

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2..1)

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V. METAS METAS Y O;ETIVO O;ETIVOS S ESPECIF ESPECIFICOS ICOS DE MARKE MARKETING TING..............................19 0.1) 0.1)

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VI. EVALUACIÓN EVALUACIÓN DEL ANÁLISIS ANÁLISIS INTERNO Y E?TERNO .................................22 ............................... ..................... ..................... ..............28 ...28 ESTADO DE RESULTADOS PROYECTADO.................... .............................. ..................... ...................... ..................... ..................... ..................... ................. ....... 29 PLAN DE MEDIOS....................















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PLAN DE MARKETING

I.

HIST ISTORIA RIA , VISION SION Y MIS MISION ION DE DE LA LA EMPP MPPRES RESA

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PLAN DE MARKETING S#n $"$a, "na al!&)na!#a '/% &n3'#a la n%!#!"& &l !)an%()!& !&))&%!)& #n!&)()#n#al, &l "al %& )&#%!)3 "n !)/*# &)an a l% 5 '#lln&% $& (a%a&)% a !)a7% $&  &'()&%a% &'()&%a% $& $& !)an%()!&  ,5 "n#$a$&%, 0B $& la% "al&% )&#%!)an "na

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PLAN DE MARKETING 

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PLAN DE MARKETING 2.2.1) 2.2.1) R'9'** R'9'** E%&"$ E%&"$ L#3 L#3 C#5$&'*#" C#5$&'*#"$3 $3 E'3&$% E'3&$%&$3: &$3: En !)an%()!& !&))&%!)& #n!&)()#n#al "& a $& la #"$a$ $& T#n Ma)6a- :"/n"  L#'a &9#%!&n la% %#"#&n!&% &'()&%a%J >a46a Cn!#n&n!al, T")#%' C&n!)al, L&3n D& :"/n", E%!)&lla Pla), T)an%'a)  !)%, la% '#%'a% "& ()&%!an %&)## 4a#a l% '#%'% $&%!#n% & #!#n&)a)#%. En "n ()#n#(# %l &9#%!6an la% &'()&%a% L&3n $& :"/n"  T)an%'a), "#&n&% *)&6an &%!% %&)##%, (&) a $&%$& 4a& 15 a=% la &'()&%a GM In!&)na#nal &n!) al '&)a$ $& !)an%()!& $& la #"$a$ $& T#n Ma)6a.

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P#&'!3 4+$"%$%&$3: a "& &l M#n#%!&)# $& T)an%()!&  C'"n#a#n&% n &%!/ n&$#&n$ a n#n"na &'()&%a $& !)an%()!&% l "& %& n& ' n&%#3n $& )"!a, "& n &% '/% "& &l (&)'#% n&&%a)# (a)a ($&) #n)&%a) &n &%!& %&!). P) P) !) la$ $a$ l% n%!an!&% a#$&n!&%, &l M#n#%!&)# $& T)an%()!&%  '"n#a#n&% %& "&l&n '/% &9#&n!& n la% &'()&%a% $& T)an%()!&, a%6 '#%' a!"al'&n!& &l )"+) (a%a&% #n!&)()#n#al &%!a &9n&)a$ $&l IGV "& "al"#&) ''&n! ("&$& %&) )&%!#!"#$. G"%*$3 "$+$"''$% *$ !5'&: "na "n#$a$ $& !)an%()!& &% '" %!%a  (a)a ($&) &n!)a) al '&)a$ T6nal&%  '(a)!#) $& #"al a #"al n la% $&'/% &'()&%a% $&+& n!a) n "na n"'&)%a *l!a (a)a "& a%6 ("&$a "+)#) l% !")n% a $#a)#  $a) "n %&)## $#)&!. I*$%&'** *$  "!: !an! >a46a Cn!#n&n!al ' GM In!&)na#nal %n &'()&%a% )&n#$a% &n &n n"&%!) $&(a)!a'&n!% $&(a)!a'&n!%  "&n!a a n %"% l#&n!&% l#&n!&% l "& $#*#"l!a a "n n"& '(&!#$), ("&% &%!% l#&n!&% %& %#&n!&n #$&n!#*#a$% n la &'()&%a $& %" ()&*&)&n#a. 2.2.() 2.2.() A$%/ A$%/ D$ P"#* P"#*+!&# +!! O S$"9'!'# S$"9'!'#33 S+3&'&+ S+3&'&+ E9#%!& a'&naa $& #n)&% $& ()$"!% %"%!#!"!% )&la#na$ n &l %&)## "& +)#n$a la &'()&%a GM In!&)na#nal a "& &9#%!&n &'()&%a% $& !)an%()!&% "& "+)&n )"!a% $& T#n Ma)6a  :"/n"; :"/n"- L#'a ' %n la% &'()&%a% $& !)an%()!& $& a"!'3#l&%  &'()&%a ' E!na%a, Sl (&)"an, El '&n%a&).

















PLAN DE MARKETING La &'()&%a $& T)an%()!&% GM In!&)na#nal (a% $& "na %#!"a#3n $& 'n(l# ?&n %"% #n##%@ &n &l "al &l l#&n!& a)&6a $& ($&), a!"al'& a!"al'&n!& n!& &l l#&n!& l#&n!& a $& "n #&)! #&)! ($& ($&))  ("&$ ("&$&& &l&#) la &'()&%a $n$& $&%&a #aa).

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PLAN DE MARKETING 

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ANALISIS DEL DEL LAS P P

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PLAN DE MARKETING T)an%()!&% GM In!&)na#nal "&n!a n "na '$&)na *l!a $& +"%&%, "& %& &n"&n!)an $##$#$% &n $% a!&)6a%J :a!"n P#ll8  P#ll8+"%%.

H&+% P'<# -

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A%#&n!% Ca'a ?10@

P'<#+33 -

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PLAN DE MARKETING -

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PLAN DE MARKETING 1:10 5..

15 G)a$%

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PLAN DE MARKETING O=$&'9#3 G$%$"$3: •

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PLAN DE MARKETING

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() l "& la &n!& (#&n%a & #n$&(&n$#&n!&%. Pa)&a% %#n 4#% "& l&% &nan!& a&n!")a)%& a n&) !)% l"a)&%, l&% "%!a #aa), l& "%!a la E%!#l% $& V#$a '$#$a$. P))&%#%!a%, #nna$), '$&)n. G)"(% $& Fa'# Fa'#l# l#a) a)&% &%,, a'# a'#% %,, &# &#n n%, %, '( '(a= a=&) &) $& R&*&)&n#a !)a+a. :/+#!% $& V#a& V#a&%% &n aa aa#n #n&% &%  %&'ana %&'ana%% la)a la)a%, %, () Cn%"' !)a+a.

C#%3+'*#"$3 C#%3+'*#"$3 !&+$3: P&)%na% "& #aan n%!an!& '&n!& () '!#% $& !)a+a, "%"a)#% "& #%#!an a *a'#l#a)&%, &!.

C#%3+'*#"$3 5#&$%!'$3: P&)%na% "& !)a+aan l&% $& a%a. E%&#"%# !&+: *$3""## *$ 5"#*+!&# $% $ $"!*#   

E% "na &'()&%a n a'(l#a +&)!")a  !&nl6a aana$a T#&n& "na a)#&$a$ $& %&)## $& #a&%  !)a%la$ $& ))&%(n$&n#a ))&%(n$&n#a A!"al'&n!& &% )&n#$a ' la &'()&%a l6$&) &n &l '&)a$ (&)"an, %"%!&n!an$ %" 79#! &n la n%!an!& #nna#3n, (lan&a'#&n!, )&a!##$a$  la &%(&#al ()&"(a#3n ()&"(a#3n () "'(l#)  %"(&)a) l% '/% al!% &%!/n$a)&% $& %&)## al l#&n!& a n#&l na#nal.



















PLAN DE MARKETING El !!al $& #n)&%% "& %& &%(&)a al &))a) &l a= 201, %l &n la #"$a$ $& T#n Ma)6a &% $& S. 52.00.

(.() (.()

P"#6$ P"#6$!!' !!'-% -% D$ V$%&3 %&3 P#" P#" R$4'# R$4'#%$3 %$3 E% U%'* U%'**$3 *$3

P3=$3

L'

H+B%+!#

T#!!$

T'%4# M"

U%'**$3 9$%*'*3 3$%

1000

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S& &%(&)a &n$&) 1000 (a%a&% n )"!a 4a#a la #"$a$ $& L#'a, 00 4a#a la #"$a$ $& :"/n", (a)a Ta4& 00  4a#a la #"$a$ $& T#n Ma)6a 00 (a%a&%.

















PLAN DE MARKETING E%! a*&!a n&a!#a'&n!& a la &'()&%a a "& a$a & %& &n*)&n!a a '/% '(&!&n#a $#)&!a () (a)!& $& la% !)a% &'()&%a% $& %&)## $& !)an%()!&  &%! ($)6a a"%a) la (7)$#$a $& l#&n!&%. -

 C#%&'%$%& T+"'3# C$%&"

E$$%

P'!# O=$&'9#

AHIA AHIA CONTI CONTINEN NENT TAL TURISM TURISMO O CENTRA CENTRAL L E%!/ $#)##$ a la% (&)%na% $& 25 a 5 a=% "& )&al#&n )&al#&n #a&% #a&% n%!an!& n%!an!&%% () '!# $& !)a+a, &%!" &%!"$# $#, , !")#% !")#%' ' " !)a !)a%% a!##$a$&%. E'()&%a (#n&)a %&)## >"% Ca'a

Va)n&%  '"&)&% $& 20 a 5 a=% "& #a&n a $#%! $#%!#n! #n!a% a% (a)!& (a)!&%% $& n"&% n"&%!)a !)a %&l %&laa &n!)a n!)all a %&a () () !")#%' " !)a% a!##$a$&%.

$&l E'()&%a "& (&)a $&%$& &l a= a= 1 1 $a #n# #n## # a la% la%

















PLAN DE MARKETING P"#*+!&#: La &'()&%a $& !)an%()!& GM ll&a a!"al'&n!& 15 a=% &n &l '&)a$ T6nal&% *)&#&n$ %&)## $& !)an%()!& 4a#a la% )"!a% $&J L#'a-:"/n" ?V#&&)%a@. L#'a - T#n Ma)6a ?V#&&)%a@. L#'a  Ta4& ?V#&&)%a@. • • •

G"+5# G"+5# #=$&'9#: #=$&'9#: Pa)&a% %#n 4#% $& 25- 5 a=% $& &$a$ n #n)&% ()'&$# $& 1000 a 1500 n"&% %l&% "& l&% "%!& #aa) (&) l&% "%!a la '$#$a$, %n (&)%na% !)a+aa$)a%, "(a$a%. C'>'!"   "! !##: %'!, 5"'$", $=#" *$%&"# *$  !&$4#"): S'% la E'()&%a $& T)an%()!& T)an%()!& T&))&%!)& T&))&%!)& $& Pa%a&)% l6$&) &n la )"!a L#'a - :"/n" - T#n Ma)6a; n"&%!) n#&l $& a!&n#3n  &46"l% $&
$%$>'!'#3 *$ 5"#*+!I$"9'!'# 5"#*+!I$"9'!'#

















PLAN DE MARKETING O=$&'9#3 D$ P% *$ M"<$&'%4 

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A()&4a) $& !$% l% $a!% & #n*)'a#3n +!&n#$a $& n"&%!)a *"&n!& (a)a ()&%a)la a$&"a$a'&n!&, a$&"a$a'&n!&, n#)!#&n$ &%!/ &n "n ()$"! $& n#'#&n! al#% (a)a n%!)% A(l# A( l#a a)) &l (lan (lan $& 'a)8 'a)8&! &!#n #n al %&) %&)# ## # $& GM In!& In!&)n )na a# #na nall !$ !$%% l% l% n#'#&n!% a$"#)#$% a l la) $&l &%!"$# &n &l ")% $& '"n#a#3n #n!&)al $&l 'a)8&!#n E9(l#a) $& *)'a &*#a, la)a  &n!&n$#+l& &l %#"#&n!& (lan $& 'a)8&!#n $& GM In!&)na#nal +a la &al"a#3n $& la% "a!) P%. M&)a) &l %&)##  $#&)%#*#a) n"&%!)% (a"&!&% ()'#nal&% R&al#a) "n &%!"$# $& l% ()&#% $& n"&%!)% #a&%, n &l *#n $& '(a)a)l%  &%!a+l&&) '&)&% (#n&%.

M$& D$ M"<$&'%4 S&) )&n#$% &n "n 0B a n#&l na#nal & #n!&)na#nal ' la '&) &'()&%a $& !)an%()!& #n!&)()#n#al $&l D&(a)!a'&n! $& :"/n".

















PLAN DE MARKETING D'3&"'+!'-% La $#%!)#+"#3n $& n"&%!) %&)## %&)/ $& "na *)'a $#)&!a "!#l#an$ la% "n#$a$&% $& la &'()&%a. La% #n%!ala#n&% n&&%a)#a% (a)a la &'()&%a %& lal#a)an $&n!) $& la% /)&a% $& !)a+a, &% $&#), la% *##na% $& la &'()&%a !#&n&n "& &nn!)a)%& $&n!) $& la a&n#a a&n#a $& $n$& la% "n#$a$&% "n#$a$&% (a)!&n (a)!&n , a$&'/% &%! &% ()"& ()"& %# &9#%!& "al"#&) "al"#&) ()+l&'a !7n#, !7n#, (&)a!#, *#nan#&) *#nan#&)  a$'#n#%!)a!#, %& ($)/ )&%l&) )/(#$a'&n!&. )/(#$a'&n!&. Pa)a la &n!a $& n"&%!) %&)## %& "%a)an anal&% $& $#%!)#+"#3n $#)&!%, &a'% &l %#"#&n!& *l"J

EMPRESA DE TRANSPORTE GM INTERNACIONAL

CONSUMIDOR

EMPRESA DE TRANSPORTE Y SERVICIOS SERVICIOS GENERALES



















PLAN DE MARKETING •

X"n! X"n!a% a% 10 (a%a (a%a& &%% al '#%' '#%' $&%! $&%!#n #n !& $a' $a'%% 1 )a! )a!#% #% ?()'#3n #&n!& !$ &l a=@.

P"$!'#3 El ()&# %&)/ *#a$ () la &'()&%a, "#$an$ "& &%!& n &9&$a al ()&# $& la '(&!&n#a $#)&!a, #n$#)&!a  (!&n#al&%, ("&% $& l "& %& !)a!a &% $& l)a) '(&!#) n &%!%  &n &l '&) $& l% a%% $&%(laa) a al"n% $&l '&)a$. N"&%!)% l#&n!&% a&$&)/n a l% $&%"&n!% $& a"&)$ a la% ()'#n&% "& )&al#& la &'()&%a.

















PLAN DE MARKETING VI. EVALUACIÓN DEL ANÁLISIS INTERNO En &%!& ''&n! l "& 4a)&'% &% la #$&n!#*#a#3n  l#%!a$ $& la :a+#l#$a$&% C'(&!#!#a% ?*)!al&a%@ a%6 ' $& l% Fa!)&% $& )#&% ?$&+#l#$a$&%@ (a)a n"&%!) P)$"!  S&)##. M&"'/ *$ $9+!'-% '%&$"% 8 EFI

F#"&$/3 S&)## n*#a+l&  3'$ S&")#$a$ n )a%!)& %a!&l#!al

D$''**$3 El )&")% 4"'an n %& & #$&n!#*#a$

















PLAN DE MARKETING (&)a (&)a# #n&%, n&%, "n %"(&) "(&)# #% %)),  20 (&)a (&)a$$)&% )&%  20 !&))a'a%@. La &'()&%a n!)la)a %" (&)%nal '&$#an!& "n %"(&)#%). 

La &'()&%a n!a)a n "n ()*&%#nal &n %#l6a (a)a #n"la) al (&)%nal $& RR:: n la &'()&%a  %" !)a+a.

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T$ (&)%nal "& la+)a $&n!) $& la &'()&%a !&n$)/ %"&l$ *# '&$#an!&

















PLAN DE MARKETING

ADMINISTRACIÓN CONTABILIDAD SECRETARIA

ASESOR LEGAL

















PLAN DE MARKETING P"$3$%&!'#%$3

S$4$%&#

E5"$3

P"#*+!&#

>a46a Cn!#n&n!al

S&)## $& >"%&% n ()#'&) E%!/ E%!/ $#)# $#)## #$ $ a la% la% !)an%( !)an%()!& )!& #)% #)%   %&"n$ (#% (&)%na% $& 25 a 5 &n'#&n$a% a=% =% "& )&a )&al# l#&n #a&% n%!an!&% () '!# '!#  $& !)a+a !)a+a, , &%!" &%!"$# $#, , !")# !")#%' %' " !)a% a!##$a$&%.



















PLAN DE MARKETING NIVELES

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PLAN DE MARKETING &l '&)a$.

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PLAN DE MARKETING

















PLAN DE MARKETING

















PLAN DE MARKETING A"'

S. 200.00













































































Plan Mk de La Empresa de Transportes Gm Internacional Final

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