Proceso Integral Desarrolló de Nuevos Productos AP10

FASE III EJECUCION REALIZAR PRUEBAS DEL PRODUCTO Y/O SERVICIO

TECNOLOGIA EN GESTION DE MERCADOS

 PROCESO INTEGRAL PARA EL DESARROLLO DE NUEVOS PRODUCTO

 INSTRUCTOR: Nicolás Uri!

APRENDIZ: Y!"r# Or$!%& Col'(

SERVICIO NACIONAL DE APRENDIZAJE

SENA )*+,

T BL DE CONTENIDO INTRODUCCION  --------------------------------------------------------------------------------------------------------------------------------. OBJETIVO GENERAL  ------------------------------------------------------------------------------------------------------------------------ OBJETIVOS ESPEC0FICOS ---------------------------------------------------------------------------------------------------------------- PASOS PARA LA GENERACI1N DE NUEVOS PRODUCTOS  ---------------------------------------------------------2 ESTRATEGIAS DE MEZCLA DE PRODUCTO  ---------------------------------------------------------------------------------, PRUEBAS DE MERCADEO  -------------------------------------------------------------------------------------------------------------- 2* T3CNICAS DE EVALUACI1N EVALUACI1N DE PLAN DE E45IBICI1N  ---------------------------------------------------------- 2) RECOMENDACIONES  --------------------------------------------------------------------------------------------------------------------- 2 BIBLIOGRAF0A  -------------------------------------------------------------------------------------------------------------------------------- 22

INTRODUCCION L& "or6&ci'( 7ro"!sio(&l 7!r6i$! & los !s$89i&($!s 9!s&rroll&r 7ro#!c$os !( los c8&l!s 78!9!( %!(!r&r !rr&6i!($&s !rr&6i!($&s 7&r& s!r &7lic&9os &l 6!9io !67r!s&ri&l- El $r&&;o <8! s! 7r!$!(9! 9!s&rroll&r s! r!=!r! &l Pl&( 9! M!rc&9!o !( l& 7&r$! 9! i(cl8ir 8( (8!>o 7ro98c$o &l 6!rc&9o 7&r& l& Pi??!r@& Co Bo# Pi??& Go8r6!$- P&r& r!&li?&r 9!i9&6!($! 9!i9&6!($! s8 %!s'( 9! 6!rc&9!o Co Bo# Pi??& Go8r6!$ (o 9is7o(! 9! 8( 7l&( !s$r8c$8r&9o 9! 6!rc&9!o 6!rc&9!o <8! l! 7!r6i$& 9ir!ccio(&r s8s !s"8!r?os 9! 6&(!r& !s$r&$%ic&!s$r&$%ic&- El o;!>o 7ri(ci7&l !s 9!s&rroll&r !l Pl&( 9! M!rc&9!o Es$r&$%ico Es$r&$%ico <8! l! 7!r6i$& $!(!r 8( 6!;or 6&(!;o 9! s8 %!s'( M!rc&9ol'%ic& # 7o9!r &s@ i(cr!6!($&r s8s >!($&s co( l& i(c8rsi'( 9!l (8!>o 7ro98c$o- E( l& &c$8&li9&9 s! os!r>& <8! los (!%ocios 9!l S!c$or R!s$&8r&($!s R!s$&8r&($!s # 6ás co(cr!$&6!($! co(cr!$&6!($! 9!l S8s!c$or Co6i9&s Rá7i9&s so( 68# 9i(á6icos 9!i9o &l %r&( &86!($o 9! l& co67!$!(ci& # s8 c&rr!r& 7or &&rc&r 8( 6&#or (ico 9! 6!rc&9o ori%i(&(9o &l$!r(&>&s # 7ro98c$os i((o>&9or!s & los cli!($!s- Los r!s$&8r&($!s 9! co6i9&s rá7i9&s s! &( co(s$8i9o !( 8(& 9! l&s 6&#or!s 7r!"!r!(ci&s 7or 7&r$! 9! los colo6i&(os & l& or& 9! &li6!($&rs! 78!s !is$!( "&c$or!s "&c$or!s 9! 9!cisi'( 9! co67r& !( 9o(9! l& !>ol8ci'( 9! los !slos 9! >i9& # l& i($!(si9&9 9! l&s &c>i9&9!s 9i&ri&s &c!( <8! l&s 7!rso(&s (o $!(%&( !67o 7&r& l& 7r!7&r&ci'( 9! &li6!($os- D! i%8&l 6&(!r& l& cos$86r! 9! co6!r "8!r& 9! c&s& !>i9!(ci& l& 7r!"!r!(ci& 7or co(c8rrir & 9i"!r!($!s 9i"!r!($!s sios i9!(=c&9os 7or $!(!r 7r!cios "&>or&l!s # 7ro98c$os 9! 8!(& c&li9&9- D! &c8!r9o co( !s$o !s i67or$&($! $!(!r cl&ro los 9i"!r!($!s 9i"!r!($!s &s7!c$os &s7!c$os <8! 7!r6i$&( & l& !67r!s& 7o9!r 9!s&rroll&r s8 7l&( 9! 6!rc&9!o !l c8&l "&cili$! &"ro($&r los 9i"!r!($!s 9i"!r!($!s c&6ios # $!(9!(ci&s <8! s! 7r!s!($&( !( !l 6!rc&9o 6!;or&(9o c&9& 9@& 6ás # 7!(s&(9o &ci& 8( "8$8ro-

OBJETIVO GENERAL I9!(=c&r !l 7roc!so i($!%r&l 9!l 9!s&rrollo 9! 8(& (8!>& >&ri!9&9 9! 7i??&s 7&r& o"r!c!r & (8!s$ros co(s86i9or!s 8( 7ro98c$o co( &$ri8$os # !(!=cios 9i"!r!(ci&9or!s <8! s&s"&%&( l&s (!c!si9&9!s 9!l 6!rc&9o 8sc&(9o <8! !s$! s! &%& 6ás "8!r$! "r!($! & los co67!9or!s # Y!( &l 7osicio(&6i!($o l& >&ri!9&9 >&ri!9&9 9! l& 7i??&OBJETIVOS ESPEC0FICOS

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Es$89i&r l&s 7r!"!r!(ci&s 9!l co(s86i9or 7&r& 9! !s$& "or6& !(co($r&r !l 6o6!($o !&c$o 7&r& i67l!6!($&r i67l!6!($&r !l (8!>o 7ro98c$o-

I9!(=c&r >&ri&l!s !( !l 6!rc&9o co( r!s7!c$o & l& co67!$!(ci& 7&r& &c!r$&r 8( "&c$or 9i"!r!(ci&9or 9i"!r!(ci&9or "r!($! & !s$& # lo%r&r &s@ 6&($!(!r !l 7osicio(&6i!($o &9icio(&(9o 8(& >!($&;& co67!>&-

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El&or&r 7r8!&s (!c!s&ri&s sor! !l (8!>o 7ro98c$o 7&r& co(oc!r l&s 7r!"!r!(ci&s 7r!"!r!(ci&s 9!l co(s86i9or # 9! !s$& "or6& 9!$!r6i(&r <8 $&( "&cl! !s 7&r& l& !67r!s&-

Pro7o(!r 8( >&lor &%r!%&9o &l 7ro98c$o 7&r& 9!6os$r&r 8(& i((o>&ci'( "r!($! "r!($! & co67!$!(ci&

A-Generación A-Generación de ideas E( l& "&s! 9! %!(!r&ci'( 9! i9!&s s! $r&$& 9! co(s!%8ir i9!&s 6!9i&($! 9i>!rs&s "8!($!s"8!($!s- E( "8(ci'( 9!l (8!>o 7ro98c$o <8! <8!r&6os cr!&r cr!&r si!67r! 7&r& c8rir 8(& (!c!si9&9 os!r>&9& s$! 7roc!so 78!9! s!r 6ás o 6!(os co67l!;o- No os$&($! &# 68cos 7ro98c$os <8! 8(& >!? i9!&9os 7!(s&9os o cr!&9os %!(!r&l6!($! %!(!r&l6!($! 9! "or6& i(9i>i98&l o !( 7!<8!os !<8i7os 9! $r&&;oB-Selección B-Selección de ideas Es$& "&s! s! $r&$& $r&$& 6ás <8! $o9o 9! !>&l8&r <8! i9!&s so( so( i($!r!s&($!s i($!r!s&($!s # c8&l!s (o lo so(- No si!67r! l&s 7ri6!r&s i67r!sio(!s o l&s i67r!sio(!s s8;!>&s so( l&s <8! !l 6!rc&9o s! >& & >!r 6o>&9o 7or lo <8! &# <8! 9!sc&r$&r i9!&sC- Desarrollo del concepto del producto P&r& !l 9!s&rrollo 9!l (8!>o 7ro98c$o s! &7lic&r& &7lic&r& l& 9!scri7ci'( 9!$&ll&9& 9! l& i9!& !sco%i9&- El (8!>o 7ro98c$o co6i!(?& co6i!(?& & $!(!r &$ri8$os # sor! sor! !llos s! 9!! s!%8ir 7!(s&(9o &($!s 9!l l&(?&6i!($o 9! !s$! &l 6!rc&9o <8! s! s!(rá co("8so si los 9!$&ll!s (o &( si9o 78li9os # sor!$o9o sor!$o9o s8s (!c!si9&9!s c8i!r$&s- A9!6ás s! 7o9rá 9&r 7&so & l& co67!$!(ci& & 6!;or&r rá7i9&6!($! rá7i9&6!($! los !rror!s 7!r9i!(9o !l 7ri6!ro s8 7osici'( 9! l@9!r 9! 6!rc&9o co( 8( 9iHcil $o7 o" 6i(9 # 7osicio(&6i!($o !( !l 6!rc&9oD- Estrategias de markeng E( !s$& "&s! s! 7l&($!&rá( &s7!c$os r!l&cio(&9os &l 7ro98c$o co6o !l 6!rc&9o !l 7osicio(&6i!($o 7osicio(&6i!($o l& 7&rci7&ci'( 9! 6!rc&9o # l&s >!($&s !s7!r&9&s!s7!r&9&s- T&6i( T&6i( los 7r!cios los c&(&l!s 9! 9is$ri8ci'( # l& 7ro6oci'( <8! >&6os & &7lic&r &l 7ro98c$o- A8(<8! !( l&s "&s!s &($!rior!s #& s! $8>o &l 6!rc&9o !( c8!($& &or& s! 7ro"8(9i?&rá 6ás !( los 9i"!r!($!s 7licos # s! !67!?&rá & 9!$!r6i(&r c8ál >& & s!r !l $&r%!$ co67r&9or o 8s8&rioE- Análisis económico P&r& !s$& "&s! >&6os & $r&$&r !l $!6& 9!l 9i(!ro- L& i(>!rsi'( cos$!s i(%r!sos !$c- P&r& !llo 9!!r!6os 9! r!&li?&r 8( !s$89io c8&($&>o 7&r& 9!$!r6i(&r i(%r!sos # cos$!s "8$8ros 9!l (8!>o 7ro98c$o $&6i(- 5&rá <8! $!(!r s86& &$!(ci'( #& <8! los co(c!7$os 9! (8!>o 7ro98c$o <8! s87!r!( s$& "&s! s! co(>!rrá( !( 7ro98c$os F-Desarrollo del producto P&r& !l 9!s&rrollo 9! (8!s$ro (8!>o 7ro98c$o s! r!&li?& !l 7ro$o7o # s! cr!&( i$!r&cio(!s 9! 9is!os 7osil!s <8! 9&rá l8%&r &l 7ro98c$o =(&l-

G-Test G-Test de producto P&r& ll!>&r ll!>&r & c&o !l 9!s&rrollo 9!l $!s$ s! 9&rá !l 7ro98c$o 7ro98c$o & los co(s86i9or!s 7&r& 7&r& s8 7r8!& 8li?&(9o 68!s$r&s %r&$8i$&s%r&$8i$&s- L& =(&li9&9 9! s$& "&s! !s r!ciir i67r!sio(!s o$!(!r s8%!r!(ci&s s&!r <8 o7i(&( sor! !l (8!>o 7ro98c$o # >!r si c867l!( co( l&s (!c!si9&9!s <8! 9!s!&6os c8rir #& <8! 9! o$r& "or6& (o $!(9r@&6os (8(c& >!($&s #& <8! l&s (!c!si9&9!s s! c8r!( (o s! cr!&(- Co( !llo 7&s&r!6os & 9!s&rroll&r =(&l6!($! !l 7ro98c$o5- Test de mercado E( !s$& 7!(l6& !$&7& s! co6!rci&li?& !l 7ro98c$o & !sc&l& r!98ci9& S! $r&$& $r&$& 9! 8(& "&s! 9! 7r8!& o !>&l8&ci'( !( l& <8! s! os!r>&rá si 7r!cio 7r!s!($&ci'( # 7ro98c$o 9!!( s8"rir &l%8(& 6o9i=c&ci'(I-Capacidad I-Capacidad de Producción: Producción: A<8@ s! >! # s! 6i9! l& c&7&ci9&9 7&r& &lc&(?&r los >ol6!(!s 7ro#!c$&9os 7ro#!c$&9os 9! >!($&s # los cos$os 8(i$&rios l& co("or6i9&9 9! l&s !s7!ci=c&cio(!s # o$r&s 6!9i9&s 9! c&li9&9- Si( !6&r%o r!ci!($!6!($! r!ci!($!6!($! # 9!s9! l& 7!rs7!c>& 7!rs7!c>& 9!l 9!si%( 9ri>!( i((o>&o( i((o>&ci'( ori!($&9& &l 9is!oK s! &( r!&li?&9o co($ri8cio(!s & l& %!s'( 9! l& i((o>&ci'( # &l 7roc!so 9! 9!s&rrollo 9! (8!>os 7ro98c$os 9!s9! l& 7ri6!r& !$&7& 9! %!(!r&ci'( 9! i9!&s &s$& s8 i67l!6!($&ci'( !( !l 6!rc&9o6!rc&9o- Es$&s co($ri8cio(!s V!r V!r Fi%8r& +K & l& i((o>&ci'( &( si9o 9i>i9i9&s 7or Acli( )*+*K !( l&s c&$!%or@&s 9! 9is!o 9is!o 9! l& i(>!s%&ci'( i(>!s%&ci'( %!s'( 9!l 9is!o # li9!r&?%o !( 9is!o- To9&s To9&s !s$&s c&$!%or@&s o"r!c!( 8(& s!ri! 9! &c>i9&9!s !rr&6i!($&s !rr&6i!($&s 6$o9os # 7roc!sos <8! co67l!6!($&( !l 7roc!so 9! %!s'( 9! l& i((o>&ci'(:

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  Gesón del Diseño: Diseño:

 !s co(si9!r&9& r!&c>& 7or<8! %!so(& 7ri(ci7&l6!($! los r!c8rsos !l !67o l& %!($! # !l 9i(!ro (!c!s&rios 7&r& l&s &c>i9&9!s 9! 9is!o !( l& co67&@&

  Liderazgo en Diseño: Diseño:

 !s co(si9!r&9o 7ro&c>o &l =;&r l& &%!(9& 9! 8(& !67r!s& 8li?&(9o 8li?&(9o !l 9is!o 7&r& $!(!r 8(& >!($&;& co67!>& # 7r!>i!(9o !l "8$8ro-

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  Pensamiento de Diseño: Diseño:

 Ac$& co6o 8( 78!($! !($r! l&s (ocio(!s r!&c>& r!&c>& # 7ro&c>& !s$&l!ci!(9o !s$&l!ci!(9o 8(& c8l$8r& 9!l 9is!o !( l& co67&@&-

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  Diseño de la Inesgación: Inesgación :

 Pro7orcio(& 8(& >isi'( 9!$&ll&9& 9! l&s (!c!si9&9!s l&$!($!sK 9!l cli!($! & $r&>s 9! l& 8li?&ci'( 9! i(>!s%&ci'( !$(o%rá=c& !$(o%rá=c& o l& i(>!s%&ci'( 9!l co($!$o co($!$o !( !l c8&l los 7ro98c$os o s!r>icios so( 8li?&9os-

Acli( )*+*K 7ro7o(! 8( 6o9!lo 9! i((o>&ci'( 7&r& s!r i67l!6!($&9o i67l!6!($&9o !( 7&rc8l&r !( 7!<8!&s # 6!9i&(&s !67r!s&s # !s$á !("oc&9o !( l& !s$r&$!%i& !s$r&$!%i& 9! 9is!o- Ti!(! co6o 7ri(ci7&l!s c&r&c$!r@sc&s !l s!r i($!%r&>o i($!%r&>o 68l9isci7li(&rio # 7!r6!&l!- Es$! !s 8( 6o9!lo !( !l <8! l&s !$&7&s (o (!c!s&ri&6!($! !(!( <8! s!r !;!c8$&9&s !( 8(& s8c!si'( li(!&l # 78!9!( ll!>&rs! & c&o si68l$á(!&6!($!-

EST!ATEGIAS DE "E#CLA DE P!$D%CT$ L&s !s$r&$!%i&s & &or9&r !s$&rá( &s&9&s !( l& 9i"!r!(ci&ci'( 9! (8!s$ro 7ro98c$o 6!9i&($! !l 7r!cio $&6&o i((o>&9or # 6&rc& co( r!l&ci'( & l&s c&r&c$!r@sc&s 9! los 7ro98c$os 9! l& co67!$!(ci&- L& c&67&& 9! M&r!(% M&r!(% 98r&rá . 6!s!s 9! M&r?o & J8(io 9! )*+,K)*+, KL&s Es$r&$!%i&s s! 9i>i9irá( !( . !$&7&s: 

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L& !s$r&$!%i& 9! l& !67r!s& !( !l 7ri6!r 6!s M&r?oK co(sisrá !( l& i($ro98cci'( 9!l (8!>o 7ro98c$o !( !l loc&l 8ic&9o !( l& C&rr!r& +2  * B&rrio Dos c&6i(os # s! &rá co(oc!r !l (8!>o 7ro98c$o & (8!s$ro 7lico o;!>o 6!9i&($! 9is($os 9is($os 6!9ios 78lici$&rios-

L& !s$r&$!%i& 9! l& !67r!s& !( los si%8i!($!s . 6!s!s ArilK co(sisrá co(sisrá !( lo%r&r 8( co((8o cr!ci6i!($o !( l&s >!($&s # 7osicio(&6i!($o 9! !s$! 6!9i&($! l& i67l!6!($&ci'( 9! 9!%8s$&cio(!s !( !l 78($o 9! >!($& r!"or?&(9o !( &ccio(!s 78lici$&ri&s-

P&r& co(cl8ir l& !s$r&$!%i& 9! l& !67r!s& !( los ) 6!s!s r!s$&($!s M&#o # J8(ioK co(sisrá co(sisrá !( !l &s!($&6i!($o &s!($&6i!($o 9!l (8!>o 7ro98c$o 9! l& l@(!& 9! 7ro98c$o COQ BOY PIZZA GOURMET GOURMET co6o l& 6&rc& l@9!r !( !l 6!rc&9o 9! 7i??&s lis$& 7&r& !l co(s86o lo%r&(9o 8(& 7&rci7&ci'( !( l&s >!($&s $o$&l!s 9!l )2- P&r& lo%r&r &c&7&r&r !l )2

9! l&s >!($&s 9!l 6!rc&9o s! r!&li?&r&( 9is($&s &ccio(!s 7ro6oci'(&l!s !( !l P8($o 9! V!($& # &sociá(9os! co( 6&rc&s l@9!r!s !( !l 6!rc&9o r!l&cio(&9&s co( (8!s$ros 7ro98c$os-

Planeamiento Tácco El 9is!o (os s!r>irá 9! %8@& & lo l&r%o 9! l& c&67&& 7&r& 7o9!r lo%r&r los o;!>os 7l&($!&9os # r!&li?&r los co($rol!s # corr!ccio(!s <8! s! cr!&( (!c!s&ri&s- A co((8&ci'( 7roc!9!6os & 9!$&ll&r l&s 7roc!9i6i!($os $áccos <8! s! i67l!6!($&rá( !( r!l&ci'( &: M&rc& Pro98c$o Dis$ri8ci'( Pr!cio # Pol@c&s 9! Co68(ic&ci'( # Pro6oci'(

  "arca"arca- S! 8li?&r& !l 9is!o 9! 6&rc& co(oci9o co( l& 9!(o6i(&ci'( 9! COQ BOY PIZZA GOURMET &sá(9o(os !( s8 ;!r&r<8@& # r!co(oci6i!($o <8! !(! !( !l &rrio Dos C&6i(os # l& 7ro%r!si>& 7ro%r!si>& i(cl8si'( !( !l 6!rc&9o Loc&l 9! F&c&$&>áF&c&$&>á- COQ BOY PIZZA GOURMET c8!($& co( 8(& %r&( "or$&l!?& "or$&l!?& !( !l 6!rc&9o !( !l ci$&9o &rrio los co(s86i9or!s l& r!co(oc!( co6o l& 6&rc& l@9!r !( Pi??!r@&s-

Gr&ci&s & !s$& 7!rc!7ci'( 9! 7&r$! 9! los co(s86i9or!s (os &s&r!6os !( !s$& 7&r& 9&r  78($&7i i(ici&l &l l&(?&6i!($o 9!l (8!>o 7ro98c$o 9! Pi??&s Go8r6!$ P&r6!s&(& # S$ro%o(o KEs7!r&6os <8! los 7o$!(ci&l!s co(s86i9or!s r!l&cio(!( l& c&li9&9 $r&#!c$ori& i$os 9! COQ BOY PIZZA GOURMET GOURMET co( (8!s$ro (8!>o 7ro98c$o 9! 7i??&s- S! 8li?&rá !( !l 7&c&%i(%l& l!#!(9& <8! #& s! >!(@& 8li?&(9oD&(9o & co(oc!r l& i($!(ci'( 9! l& !67r!s& 9! 7osicio(&rs! co6o 8( !67r!s& 9! co6i9&s rá7i9&s lis$&s 7&r& !l co(s86o  "&s$ "oo9 KEl (8!>o 7ro98c$o  Pi??&s Go8r6!$ P&r6!s&(& # S$ro%o(o K-co((8&rá co( l& 6is6& 7r!s!($&ci'( 7r!s!($&ci'( 7o%r&H& # color!s 9! l!$r&s <8! !(!( los &c$8&l!s 7ro98c$os 9! l& co67&@&ProductoProducto - El 7ro98c$o co(sisrá !( l& !l&or&ci'( 9! 8(& 7i??& 9! los $&6&os &c$8&l!s coci(&9& # lis$& 7&r& !l co(s86o L& (8!>& 7i??& s!rá s!rá 9! +) 7orcio(!s l& 6ás %r&(9! , 7orcio(!s l& 6!9i&(& # 9!  7orcio(!s l& 6ás 7!<8!&Eisrá( l&s (8!>&s >&ri!9&9!s 9!: 

  Pizzas ParmesanasParmesanas-



  Pizzas Strogono& -

Parmesana

D!licios& 7i??& co( <8!so 6o??&r!ll& ;&6'( $o77i(% 9! 7ollo c&67io(!s # <8!so 7&r6!s&(o !(ci6&-

Strogono&  Irr!sisl! co6i(&ci'( 9! c&r(! 9! r!s s&ls& S$ro%o(o <8!so # 6o??&r!ll&

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  Distri'ución L& Distri'ución  L& 9is$ri8ci'( s!rá 8(o 9! los 78($os "8!r$!s 9!l 7l&( #& <8! COQ BOY PIZZA GOURMET c8!($& co( s8 7ro7io sis$!6& 9! 9is$ri8ci'( co(si9!r&9o co6o !l 6ás $r&9icio(&l co6o lo !s !l SE!(ICI$ A D$"ICILI$ 7!r6i!(9o D$"ICILI$ 7!r6i!(9o 9is$ri8ir los 7!9i9os 9! "or6& 6ás !"!c>& # !( !l 6!(or !67o 7osil!-

  Estrategia de PrecioPrecio - Co6o !s$r&$!%i& 7ri(ci7&l &7lic&( l&s 7ro6ocio(!s 9! )+ !( "!c&s # !>!($os !s7!ci&l!s # co( r!s7!c$o & l& Co67!$!(ci& (8!s$ro (8!s$ro cli!($! >& & o$!(!r >&lor!s &%r!%&9os &%r!%&9os &l 7ro98c$o # &l s!r>icio $&l!s co6o l& !($r!%& rá7i9& # l& &$!(ci'( 7!rso(&li?&9&-

5&i!(9o co(si9!r&9o &($!rior6!($! &($!rior6!($! los 7r!cios &l co(s86i9or =(&l 9! l&s !67r!s&s co67!9or!s co67!9or!s co(cl8i6os <8! !l 6!;or 7r!cio <8! s! &9!c8& & (8!s$ros o;!>os o;!>os s!rá 9!  2-*** 2-** * I-V-AI-V-A- i(cl8i9o l& 7orci'(La determinación del precio surge del siguiente análisis

Cos$o 9! M&$!ri& M&$!ri& Pri6& 7or U(i9&9:  +-**-** Cos$o 9! <8!so # s&ls&s:

 ,**-**

Cos$o M&(o 9! Or& 7or U(i9&9

 2**-**

Cos$o G!(!r&l!s 9! F&ric&ci'(

 +-+**-**

TOTAL TOTAL COSTOS DE PRODUCCI1N PRODUCCI1 N

 .-**-** .-** -**

R!7r!s!($&(9o R!7r!s!($&(9o 8(& %&(&(ci& 9!  +-.** 7or 7ro98c$o 7orci'(K lo <8! c8r! (8!s$r&s !7!c$&>&sEl 7r!cio 9!l 7ro98c$o "8! =;&9o 9! 6&(!r& <8! lo%r! &$r&!r & l& 6&#or c&(9&9 9! co(s86i9or!sD! !s$& 6&(!r& s! lo%r& 8(& !i$os& i(cl8si'( !( !l 6!rc&9o V&l! r!cor9&r r!cor9&r <8! los co(s86i9or!s 7os!!( 8( 7r!cio 7ro6!9io 6ás !l!>&9o &l 7l&(!&9o 7or (8!s$r& !67r!s& # s8s 7ro98c$os so( 9! 8(& c&li9&9 i("!riorM!9i&($! !s$& !s$r&$!%i& !s$r&$!%i& 9! 7r!cios s! !s7!r& lo%r&r c&7$&r l& 6&#or c&(9&9 9! co(s86i9or!s 7osil!s # &$r&!rlos 7&r& <8! s! >!&( s!98ci9os 7or !l &;o 7r!cio c&r&c$!r@sc&s c&r&c$!r@sc&s 9!l 7ro98c$o # s8 i(6!;or&l! c&li9&9

  Estrategias de ComunicaciónComunicación- S! 8li?&rá 8li?&rá 6!9ios 9! 78lici9&9 r&9i&l $!l!>isi>& # &=c!s !( >@& 7lic& $&($o &s@ co6o 9!%8s$&cio(!s # 7ro6ocio(!s !( 78(o 9! >!($& <8! s! !(c8!($r& !( F&c&$&>á-

El o;!>o 78lici$&rio !s$&rá !s$&rá &s&9o !( l& i(cl8si'( 9! <8! COQ BOY PIZZA GOURMET co( i$o !( !l 6!rc&9o 9! 7i??&s 7&r& &$r&!r 6ás co(s86i9or!s A co((8&ci'( co((8&c i'( s! 9!$&ll&( l&s 9i"!r!($!s !s$r&$!%i&s & 8li?&r 98r&($! los Tr!s Tr!s .K 7!rio9os !s$&l!ci9os 7&r& !s$! =(:

C8&9ro )- S!%8(9o 7!rio9o: Aril-

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  Estrategia de SericioSericio -

L& E67r!s& COQ BOY PIZZA GOURMET GOURMET 7ro6ocio(&r& los s!r>icios co( &l$& c&li9&9 co( !l =( 9! co(>!rrs! !( co67!>& & (i>!l M8(ici7&l D!7&r$&6!($&l # N&cio(&l El co67ro6iso co &($! (8!s$ro cli!($! &c$8&l # "8$8ros s!rá: S!r>icio c&li9&9 # c867li6i!($o lo c8&l co(si9!r&6os 8( !"!c$o 6o>&9or 7&r& i(cr!6!($&r l&s >!($&s &c$8&l!s # "8$8r&s

P!%E)AS DE "E!CADE$ P&r& (8!s$ro (8!s$ro 7ro98c$o 7o9r@&6os 8li?&r >&ri&s 7r8!&s 9! 6!rc&9o co6o: +-S! 7o9r@& !s$&l!c!r 8( 7!<8!o 78!s$o 9! >!($& 8ic&9o !s$r&$%ic&6!($! !s$r&$%ic&6!($! 9! &c8!r9o & (8!s$ro 7lico o;!>o !( 9o(9! >!(9&6os !l (8!>o 7ro98c$o # os!r>!6os l& &co%i9& <8! !(! 9!l 7lico & l& >!? <8! 6!9i6os l&s co67r&s r!&li?&9&s r!&li?&9&s !( !l 9@& 7&r& !( &s! & !llo 7ro(osc&r l&s >!($&s <8! 7o9r@&6os o$!(!r &l co($&r co( >&rios 78($os 9! >!($&s

)-Es$&l!c!r 8( s$&(9 9! 9!%8s$&ci'( !( 9o(9! 9!6os & 7ro&r o 9!%8s$&r !l (8!>o 7ro98c$o # os!r>!6os l& &c!7$&ci'( # r!&cci'( 9!l 7lico &($! s$! & l& >!? <8! l! co(s8l$&6os 7or s8s i67r!sio(!s 8 o7i(io(!s-

.-Co(>oc&r 8( %r87o 9! 7!rso(&s # 9&rl!s 9! 7ro&r o &c!rl!s <8! !7!ri6!($!( co( !l (8!>o 7ro98c$o os!r>&r os!r>&r s8s r!&ccio(!s # co67or$&6i!($os &($! s$! s$! # l8!%o co(s8l$&r!s 7or s8s i67r!sio(!s 8 o7i(io(!s # 7!9irl!s s8s s8%!r!(ci&s-

-Si <8!r!6os 9!$!r6i(&r <8 7r!cio <8! 7o(!rl! & 8( (8!>o 7ro98c$o 7o9!6os i($ro98cir !l 7ro98c$o !( 9os 78($os 9! >!($&s si6il&r!s 7!ro 8ic&9os !( l8%&r!s 9is$&($!s 9is$&($!s # co( 9os 7r!cios 9is($os 7&r& <8! 9! !s! 6o9o 7o9&6os !>&l8&r !l !"!c$o !"!c$o sor! l&s >!($&s 9! c&9& 8(o 9! los 7r!cios # &s@ s&!r c8ál !s !l 6ás co(>!(i!($!Al &c!r 8(& 7r8!& 9! 6!rc&9o 7&r& !>&l8&r l& &co%i9& 9! 8( (8!>o 7ro98c$o 9!!6os $!(!r $!(!r !( c8!($& 9! <8! si !l (8!>o 7ro98c$o 78!9! co7i&rs! "ácil6!($! los co67!9or!s 7o9r@&( co7i&r rá7i9&6!($! (8!s$r& (8!s$r& i9!& ! i($ro98cir &l 6!rc&9o !l (8!>o 7ro98c$o &($!s <8! (oso$rosL& 7ri(ci7&l >!($&;& 9! 8li?&r l& $c(ic& 9! l& 7r8!& 9! 6!rc&9o !s <8! (os 7!r6i$! o$!(!r i("or6&ci'( 7r!cis& sor! l&s r!&ccio(!s o !l co67or$&6i!($o co67or$&6i!($o 9! l&s 7!rso(&s &($! 8( 9!$!r6i(&9o 7ro98c$o s!r>icio i9!& o 78lici9&9 6i!($r&s <8! l& 9!s>!($&;& 9!s>!($&;& r&9ic& !( <8! !s$& $c(ic& 8li?& 8(& 68!s$r& 7!<8!& 7or lo <8! los r!s8l$&9os (o 7o9r@&( %!(!r&li?&rs!%!(!r&li?&rs!T*C+ICAS DE E(AL%ACI,+ DE PLA+ DE E-.I)ICI,+ Or%&(i?&ci'( 9!l s8r9o s!%( l&s $!(9!(ci&s 9!l 6!rc&9o 5o# l& !iici'( 8sc& s!r $o9o 8( 7ro%r&6& 9! co68(ic&ci'( >is8&l "8(cio(&l # !6ocio(&l 9! 8( 7ro98c$o !( !l 78($o 9! >!($&>!($&- Lo 6ás i67or$&($!: i67or$&($!: co(>!rr l& co67r& !( 8(& >!r9&9!r& >!r9&9!r& !7!ri!(ci& <8! %!(!r! 8( 6o6!($o i(ol>i9&l! 7&r& !l cli!($! # <8! !s$o r!98(9! !( >!($&s # r!($&ili9&9 7&r& l& co67&@&-

L& !iici'( 9! (8!s$ros 7ro98c$os !s l& co(>!rsi'( co(>!rsi'( 9! l&s c&r&c$!r@sc&s c&r&c$!r@sc&s # !(!=cios 7&r& !l cli!($!- U(& 8!(& !iici'( 9!! co(soli9&r l&s 6&rc&s <8! s! &ll!( 9!($ro 9! l& 6is6& c&$!%or@& 9! l&s 9!6ás- L&s $c(ic&s 9! !iici'( 8sc&( 7r!s!($&r !l 7ro98c$o !( 8ic&cio(!s "or6&s # 9is7osicio(!s <8! %!(!r!( &$r&cci'(- Por $&($o !l ár!& 9!l 78($o 9! >!($& !( <8! s!& !ii9o !ii9o !l l8%&r <8! !l 7ro98c$o $!(%& $!(%& !( l& %'(9ol& l& &l$8r& !( <8! "8! 8ic&9o l&s "or6&s 9! o7il&ci'( !( <8! s! 7r!s!($! 7r!s!($! # los &cc!sorios %rá=cos % rá=cos # Hsicos 9is7l&# 9is7l&# !ii9or!s !$c-K <8! s! 6o($!( 9!$!r6i(&( l& 6&#or o 6!(or >!($& <8! !l 7ro98c$o $!(9ráU(& 8!(& !iici'( 9!! !>i$&r l& co67&r&ci'( 9!s>!($&;os& 9!s>!($&;os& co( l& co67!$!(ci& 8ic&(9o &l c!($ro 9! (8!s$ro lo<8! l&s 6&rc&s 7ro7i&s <8! 9!&( s!r 7ro$!%i9&s- U(& 8!(& !iici'( 9!! &co67&&rs! 9!l 6&$!ri&l POP corr!s7o(9i!($! si( r!c&r%&r l& %'(9ol&P&rc8l&r6!($! P&rc8l&r6!($! r!co6!(9&l!s so( los !;!s # $&r;!$&s 9! 7r!cio$'/eo de la e01i'ición 

Tr&!r Tr&!r l& &$!(ci'( 9!l cli!($! sor! !l 7ro98c$o-

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Fo6!($&r l& =9!li9&9 9! los cli!($!s &ci& !l (!%ocio-

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O"r!c!r !l 7ro98c$o-

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Pro>oc&r !l &c$o 9! co67r&-

L& !iici'( 9! 7ro98c$os !s si67l!6!($! si67l!6!($! 9&r &l !s7!c$&9or 8(& 68!s$r& >is8&l 9! l& 6&rc& si( <8! !s$& co(ll!>! 8( 7roc!so 9! co67r&>!($& co67r&>!($& &8(<8! c&si si!67r! 9!s78s 9! l& !iici'( !s$á !l M!rc&(9isi(%Co(s!c8!(ci& 9! lo &($!rior &($!rior !s l& &7&rici'( 9! r!7o(!9or!s o r!7os$&r!s <8! so( 7!rso(&s !(c&r%&9&s 9! 6&($!(!r si!67r! l&s !s$&($!r@&s 9! !iici'( co( 7ro98c$os "r!scos # !( i67!c&l! !s$&9o- D! !co c&9& 78($o 9! >!($&s !s$á 9i>i9i9o !( ár!&s "r@&s # c&li!($!s co(oci9&s # 7ro&9&s s!%( los (i>!l!s 9! circ8l&ci'( circ8l&ci'( 9! 7lico # !l (i>!l 9! &$!(ci'( <8! !llos !(!(- Si & !llo &%r!%&6os l&s $c(ic&s 9! 7ro6oci'( co(sis$!($!s co(sis$!($!s !( 9!%8s$&cio(!s s8%!r!(ci&s # !7lic&cio(!s 7!rso(&l!s o"!r$&s 9! r!%&lo 9! 6&#or c&(9&9 o 9! 7ro98c$os &(!os r!%&los r!%&los 78lici$&rios 7r!s!(ci& 9! !ll&s 7ro6o$or!s 7ro6o$or!s sor$!os 9! 7r!6ios !$c- r!s8l$&rá r!s8l$&rá 68# 9iHcil <8! !l co(s86i9or 78!9& !sc&7&r & l& $!($&ci'(Por !s$os 6o>os !s <8! r!s8l$& i67or$&($! co(oc!r # 9o6i(&r 9ic&s $c(ic&s #& <8! 9! lo co($r&rio s! o$or%& 8( &67lio !s7&cio & l& co67!$!(ci&- L& "&c&9& !s l& i6&%!( !$!r(& 9!l !s$&l!ci6i!($o!s$&l!ci6i!($o- S! 9!! 9is!&r !l "r!($! 9! l& !(9& co( l& cl&r& i($!(ci'( 9! 7osicio(&r l& 6&rc&- Es l& %r&( >i$ri(& <8! 9!! "or$&l!c!r l& i9!(9&9 9!l (!%ocio # 6o>&r & >isi$&r !l !s7&cio i($!rior

!EC$"E+DACI$+ES

I678ls&r & 6!9i&(o 7l&?o l& >&ri!9&9 9! los (8!>os 7ro98c$os !( F&c&$&>á co( !l =( 9! &(&li?&r l& 7osiili9&9 9! cr!&r 8(& >!($&;& co67!>& $!(i!(9o !( c8!($& l&s >&ri&l!s socio!co('6ic&s co6o $&6i( los "&c$or!s $&($o !$!r(os co6o i($!r(os 7&r& $o6&r 9!cisio(!s 7ro>!cos&s 7&r& 7&r& l& !67r!s& # <8! s! !("o<8!( &l 6!;or&6i!($o 9! l& c&li9&9 9! >i9& 9! s8s 7ro7i!$&rios # $r&&;&9or!s$r&&;&9or!sCo( &s! & l& 7ro#!cci'( 9! los i(%r!sos & o$!(!r 9! &c8!r9o & l& s >!($&s "8$8r&s "8$8r&s # si%8i!(9o !s$! 9is!o 9! 7l&( !s$r&$%ico !s$r&$%ico s! 9!! $o6&r l& 9!cisi'( 9! &67li&r &( 6ás l& l@(!& 9! 7ro98c$os 7&r& 7&r& 8(& 6!;or &$!(ci'( & s8s cli!($!s &c$8&l!s

BIBLIOGRAFIA



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