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DOCENTE: LIC. LUIS VARGAS ESPINOZA CURSO: MARKETING 5 TEMA: ANÁLISIS DE LA EMPRESA “MILLENIUM GYM” PRESENTADO POR: ESQUIVEL LOPEZ ANDRE CARLOS OPORTO FIGUEROA DIEGO ANGEL QUISPE RODRIGUEZ KIARA ANABEL VALDIVIA SOSA HELENN CAROLINA VELARDE POBLETE PAULO CESAR SEMESTRE VIII - SECCIÓN “B”
Arequipa-Perú 20! CAPITU"O I: SITUACION #ENERA" DE "A OR#ANI$ACIÓN
2 % SITUACION #ENERA"
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E& e' ru(r) *e *e D!"#$%!& ' E&"($)*+*!,%# Ra+,& S)ia' S)ia' P!$&#,( ,(%-$( RUC: 1/20034 Te'./)&) Te'./)&) /546 43/ Direi,& Direi,& E P$#7$!&# 12 U(ia*) e& e& M*$(8#$!& 6 A$!9-*"( : A$!9-*"( ORARIO DE ATENCION L-,!& ( V*!$,!& 5/ (+ : 0/ "+ S;<(=#& 5// (+ : // "+ D#+*,7#& ' F!$*(=#& // (+ : 1// "+
CAPITU"O II: VISION1 MISION1 VA"ORES CODI#O DE ETICA E TICA 2% ANTECEDENTES
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
2%2VISION L( @*&*?, 9-! %*!,! "$#'!)%(=( MILLENIUM GYM !& ! =! &!$ -,( 7$(, )(=!,( a5)4 #7$!+#& -,( =! 7*+,(&*#& 9-! &!( =!$ !, ! $(,7# =! (9- -,#& 3re4 a5)4 #7$!+#& <-!,( "#&*)*?, !, ! +!$)(=# &*!,=# -,( (+!,(( )#,&%(,%! "($( ,-!&%$#& )#+"!%*=#$!& %(,%# (& 9-! <$*,=($!+#& <*!,!&%($ ( %#=#& ,-!&%$#& +*!+<$#& ' )*!,%!& ' !, 7!,!$( =! ( "#<()*?, )#, ( 9-! )#,%(+#& 7!,!$(,=# =! %( +(,!$( -, @(#$ ,*)# 9 ,-!&%$( !+"$!&( %(+<*, ( ,-!&%$#& )#(<#$(=#$!& 9-! (<#$(, !, ! +*&+# ' ( ,-!&%$( )#+-,*=(= <$*,=(,=# <$*,=(,=# -, &!$@*)*# =! (%&*+( )(*=(=.
2%6 MISION U,( =! ( 7$(, +*&*?, 9-! %!,!+#& !& =! <$*,=($ -,( 7$(, *,&"*$()*?, ( ,-!&%$#& +*!+<$#& # )*!,%!& !,!$7( "($( ('-=($!& ( ()(,($ &-& #<!%*@#& *,=*@*=-(!& # "!$&#,(!& )#,%(+#& )#+# -,( (+"*( !"!$*!,)*( %(,%# (&
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
6% OB9ETIVOS DE CORTO "AR#O P"A$O 6% OB9ETIVOS DE CORTO P"A$O 1. P($( ! (># 2/1 %#+($ )("()*%()*#,!& ' )-$&#& !, #& 9-! &! "!$+*%( (=9-*$*$ )#,#)*+*!,%#& !, A=+*,*&%$()*?, ' 7!&%*?, =! !+"$!&(&
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OB9ETIVOS DE "AR#O P"A$O
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
PANORAMA INTERNACIONA" H(&%( ()! -,#& (>#& #& "!$-(,#& !&"!$;<(+#& ( &!,%*$ !&! ";,*)# "($( $!7*&%$($,#& !, -, 7*+,(&*# !, ! @!$(,# %(,%# (& 9-! !, ! 2/1 ! 35 =! (& +!+<$!&(& &! )#,)$!%(<(, !,%$! ,#@*!+<$! ' +($#. P!$# (-,9-! !&( )#,)!,%$()*?, =! (& *,&)$*")*#,!& !, ( %!+"#$(=( !&%*@( &! ( *=# +#=!$(,=# !, #& %*+#& (>#& # 9-! ,# &! ( "#=*=# &-"!$($ !& ( (%( =! )-%-$( =! !!$)*)*# 9-! ( "($!)!$ ,#& )($()%!$*(. S!7, )*$(& 9-! +(,!(, #& #"!$(=#$!& #)(!& ! +!$)(=# "!$-(,# =! 7*+,(&*#& %*!,! -,( "!,!%$()*?, =! &## 2 -,( =! (& +;& <((& =! L(%*,#(+$*)(.
3 E&%( )*$( !& <(&%(,%! 8#( $!,%! ( 0 9-! $!7*&%$(, "(&!& )#+# C##+<*( C*! ' A$7!,%*,( ' !& (&%( #( &* ( )#+"($(+#& )#, ! 1 =! !!$)*%(=# B$(&* ' ! 15 =! "(&!& =! P$*+!$ M-,=#.
! ANA"ISIS PESTE 7%% UER$AS PO"ITICAS1 #UBERNAMENTA"ES ;P<: •
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"a )r=a&i+ai,& I&43i3ui)&a': E!$)!$; "#=!$ =!)*&*@(+!,%! !, ( !+"$!&( M*!,*-+ GYM ! 7$(=# =! ())!&# ' "$#*+*=(= 9-! &! %!,7( )#, ! E&%(=# P!$-(,# ' &-& "#=!$!& "a4 >')4)/?a4 @ '?&ea4 *e a&*) *e par3i*)4 re'ea&3e4 D!"!,=*!,=# =! ( *=!##7( =! "($%*=# "#%*)# 9-! !&%! ()%-(+!,%! !, ! "#=!$ ()%-(+!,%! N()*#,(*&%( 9-! !&% !, ! "#=!$ &! =!%!$+*,($(, =*$!))*#,!& - #%$(& $!&"!)%# ( (&"!)%#& $!()*#,(=#& )#, ! (-+!,%# =! !+"!# %*"#& =! )#,%$(%#& &(($*#& %(,%# +,*+#& *+"-!&%#& ("*)(<!& !%). E&%# ('-=($; ( %#+($ =!)*&*#,!& ' @!$ ! %*"# =! E&%$(%!7*(& ( E+"!($ "($( 9-! ( E+"$!&( M*!,*-+ G'+ "-!=( &-<&*&%*$ !, ! +!$)(=#. E43a(i'i*a* p)'?3ia1 >4a' @ rie4=) p)'?3i) L( !&%(<**=(= "#%*)( 9-! %!,7( ! P(& )(-&( -, *+"()%# )#,&*=!$(<! !, M*!,*-+ G'+ "-!& ,-!&%$( =!+(,=( =! )*!,%!& &! @!$; (!)%(=( # !&%(<! $!&"!)%# ( ( !)#,#+( 9-! &! +(,%!,7(. Re'ai)&e4 E3eri)re4:#& %$(%(=#& )#, *,)*,()*#,!& =! *,%!7$()*?, *,%!$,()*#,( (@(,)!& =! #& "(&!& =!&($$#(=#& ()-!$=#& *,%!$,()*#,(!& (& $!()*#,!& =! "( 7-!$$( )#,8*)%#& )*@*!& 9-! &! "-!=(, !&%($ =(,=# !, ! !%!$*#$ ,#& "!$+*%*$; %!,!$ # ())!=!$ ( -,( )(,%*=(= +!,#$ =! *+"-!&%#& "#$ (& *+"#$%()*#,!& =! ,-!&%$(& +(9-*,($*(&. Ma&era *e =)(er&ar: ,-!&%$( !7*&()*?, )#,&%*%-)*?, 9-! ($<*%$(, ( ()%*@*=(= =! ( !+"$!&( =!
6%%2 UER$AS INANCIERAS ECONOMICAS ;<: •
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0 6%%6 UER$AS SOCIA"ES DEMO#RAICAS CU"TURA"ES ;S< •
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6%%7 UER$AS TECNO"O#ICAS CIENTIICAS: •
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I&&)ai)&e4 @ aa&e4 Te&)',=i)4: # 9-! "!$+*%*$; ( ( !+"$!&( "#=!$ (=9-*$*$ +(9-*,($*( ' ,-!@(& %;)%*)(& =! !,%$!,(+*!,%# Aa&e4 e& 'a4 )u&iai)&e41 3e'e)u&iai)&e4 @ 4i43ea4 *e *i4per4i,&: !&%# ()**%($; ! $# =! =*-&*?, =! &-& &!$@*)*#& =! ( E+"$!&( M*!,*-+ G'+ ( )-( "#=$; (+"*($ &- +!$)(=# ' &- )($%!$( =! )*!,%!&. Ap'iai)&e4 para e'u'are4 @ *i4p)4i3i)4 i&/)r3i)4: "!$+*%*$; !@($ (& %($!%(& =! $!7*&%$# )#, ! "!&# %(( (@(,)! !%). D! )(=( -,# =! #& )*!,%!& ()*!,=# +;& (%$()%*@# ! &!$@*)*# =! ( E+"$!&( M*!,*-+ G'+.
U4) *e i&3er&e3 @ Serii)4 Vir3ua'e4 =! 7*+,(&*# "#=$;, )#+"($%*$ !"!$*!,)*(& ' (=9-*$*$ ,-!@(& '( 9-! ()**%( ( )#+-,*)()*?,.
1/ 6%%! UER$AS ECO"O#ICAS: •
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Rei'aGe :M!=*(,%! !&%( )#,)*!,%*()*?, ( !+"$!&( =!($ ,-!&%$# +!=*( (+<*!,%! Ae&a+a *e De4a43re4 &a3ura'e4: !& "!$-=*)*( "($( ( !+"$!&( "-!& "-!=! @!$&! (+!,((=( "#$ *,-,=()*#,!& "#$ -@*(& ! )-( !@($( ( "$=*=(& +(%!$*(!& # =!&(&%$!& 9-! *+"*=(, 9-! #& -&-($*#& ()-=(, ( -7($ 7!,!$(,=# -,( <(( !, &-& *,7$!&#&.
"A OR#ANI$ACIÓ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
PUNTO ITNESS:
11 G'+,(&*( P-,%# F*%,!&& S.A.C. • • • • • • • • •
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
Re) Sp)r3 #@ i3&e44 C(! P(-)($"(%( /2 F$!,%! ( ( UNSA C!$)(=#A$!9-*"( E&%! )#+"!%*=#$ !& ,-!@# !, ! +!$)(=# !, )-(,%# ( &- -<*)()*?, ,# !& +-' <-!,( "#$ &!$ -,( #,( "!*7$#&( "!$# ( "!&($ =! !&# )-!,%( )#, *,&%(()*#,!& +#=!$,(& ' +(9-*,(& !, )#,=*)*#,!& ?"%*+(&. P#)# ( "#)# !&%; %!,*!,=# 7$(, "#"-($*=(= ' (<($)(,=# +('#$ )#
12 !&%*# =! @*=( &(-=(<!. E&%# &! #7$($( ( %$(@& =! -, "$#7$(+( "!$&#,(*(=# =! !,%$!,(+*!,%# ,-%$*)*?,. G*+,(&*# )#, #& !9-*"#& +;& +#=!$,#& ' )#, ( *,$(!&%$-)%-$( +;& )#+"!%( =! A$!9-*"(. SERVICIOS M;9-*,(& C($=*#@(&)-($!&. G(,( $!&*&%!,)*( &*)( ' 9-!+( )(#$(&. S(( =! M-&)-()*?, ' P!&(& L*<$!&. M!#$( ! %#,# +-&)-($ "*!$=! "!&# ' 7(,( -!$(. S%( =! T$(*,!$& E,%$!,(=#$!& )("()*%(=#& )#, (+"*( !"!$*!,)*( !, J%,!&&. E@(-()*?, F&*)( ' O$*!,%()*?, N-%$*)*#,( B$*,=(+#& #$*!,%()*?, ,-%$*)*#,( (=!+;& !@(-()*?, =! "!&# ' +!=*=(& +!,&-(!&. B% COMPETIDORES SECUNDARIOS E INDIRECTOS: S#, 7*+,(&*#& 9-! "#&*<!+!,%! ,# &#, *=,%*)#& ( MILLENIUM GYM "!$# 9-! ("-,%(, ( +*&+# +!$)(=# 7!,!$(. BOD TEC
E& ! )#+"!%*=#$ 9-! %*!,! +('#$ )#
1 T-RE8
E&%! )#+"!%*=#$ !& ! +;& (,%*7-# !, A$!9-*"( '( ,# )-!,%( )#, ( 7$(, )#
E&%! )#+"!%*=#$ #$+( "($%! =! #& ,-!@#& 7*+,(&*#& 9-! ("($!)*!$#, !, #& %*+#& (># )-!,%( %(+<*, )#, -,( <-!,( )#
E&%! )#+"!%*=#$ %*!,! <-!, "#&*)*#,(+*!,%# !, ( )*-=(= "#$9-! !& )#,&*=!$(=# )#,%$*<-'!,%! !, ( +!#$( =! ( )(*=(= =! @*&( =! (& "!$&#,(& )#, !,%$!,(+*!,%# &*)# (&!&#$(+*!,%# =!"#$%*@# ' #$!)! %(+<*, &!$@*)*#& =!
14 )-( "#=$( &!$ %(+<*, -,( (+!,(( )#,&*=!$(<! "($( ,#&#%$#&. E $!&%# =! )#+"!%*=#$!& ()%-(!& &* <*!, !& )*!$%# $!"$!&!,%(, -,( (+!,(( !&%( ,# !& &*7,*J)(%*@( "#$ #%$# (=# &"($%*)*"()*?, ,# !& %(, (+"*( )#+# #& )#+"!%*=#$!& '( +!,)*#,(=#& ..1 AMENA$A DE "OS NUEVOS ENTRANTES C#+# # !&"!)*J)(+#& (,%!$*#$+!,%! ,-!&%$# "$*+!$ )#+"!%*=#$ &!$*( PUNTO FITNEES 9-! !& -, 7*+,(&*# 9-! &! *,(-7-$? !, ! 2/14 ,#&#%$#& #$!)!+#& -, &!$@*)*# ,# -, "$#=-)%# "#$ # 9-! ( *,,#@()*?, !&%($( !, -, "(9-!%! )#+"!%# ,#@!=#&# (& )#+# )#,%($ )#, *,&%(()*#,!& ,-!@(& $!,#@()*?, =! +;9-*,(& *,&%$-)%#$!& =! "$*+!$ ,*@!. PUNTO ITNESS &!$*( ,-!&%$# "$*,)*"( )#+"!%*=#$ '( 9-! &! !,)-!,%$( ( %$!& )-(=$(& =! MILLENIUM GYM ' (=!+;& #$!)! (& +*&+#& &!$@*)*#& <(*!& (!$?<*)#& &!$@*)*# =! +;9-*,(& )-(,%( )#, *,&%$-)%#$!& =! "$*+!$( )(*=(= <-!,(& *,&%(()*#,!&. S! -,=? ()! -, (># !, ! 2/14 "#$ # 9-! )-!,%( )#, *,&%(()*#,!& ,-!@(& ' +#=!$,(&.
6%6%% INNOVACIONES DE "OS COMPETIDORES E, ( )(&*J)()*?, =! )#+"!%*=#$!& =! MILLENIUM GYM -,# =! #& )#+"!%*=#$!& *,=*$!)%#& -! SLIM ORLD 9-*!,!& #$!)!, ,# &#(+!,%! &!$@*)*#& =! !,%$!,(+*!,%# &*)# &*,# %(+<*, &"( "!-9-!$( +(&(!& !,%$! #%$(&. Q-! &!$( -,( +-' <-!,( #")*?, '( 9-! )#+"!+!,%( %#%(+!,%! %#=# # 9-! !& ( # =! +!$)(=# ' )-; &!$( &- )$!)*+*!,%# ,!)!&*%(+#& (,(*($ =*!$!,%!& (&"!)%#& "#$ #& )-(!& (& "!$&#,(& ()-=!, ( 7*+,(&*# ' )-;!& &#, #& "#$)!,%(!& )#+# # @!$!+#& ( )#,%*,-()*?,
15 •
DATOS IMPORTANTES:
L#& "!$-(,#& &#+#& #& +;& &!=!,%($*#& =! A+$*)( L(%*,(. L(& @!,%(& =! #& 7*+,(&*#& )$!)!, (,-(+!,%! (-,9-! ( -, $*%+# +-' !,%#. Q- &! $!9-*!$! "($( )#,@!,)!$,#& =! 9-! =!
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CENTRO DE ESTETICA DR% MI#UE" AN#E" BENAVENTE:
U<*)(=( !, ( U$<. P*!=$( S(,%( H615 Y(,(-($(6 A$!9-*"( =!=*)(=( ( ( +!=*)*,( "$!@!,%*@( ' !&%%*)( "$()%*)( A"*)()*?, =! <#%# *+"(,%!& =! 7$(&( ' (-%# )#;7!,# <*#+#=-()*?, ()*( )#, "(&+( $*)# !, "(9-!%(& !*+*,()*?, =! ($$-7(& *"#&-))*?, #)(*(=( "#$ &!&*#,!& <*#"(&%*( ()*( ' )#$"#$( $!=-))*?, =! +!=*=(& &*, )*$-7( "!$J(+*!,%# ()*( %$(%(+*!,%# =! )!-*%*& !*+*,()*?, =! "("(=( !@(,%(+*!,%# =! +(+(& ' 7%!#& )#, *#& =! &!$=!@ $!-@!,!)*+*!,%# ()*( +,*+(+!,%! *,@(&*@# "!!*,7. !& =! &(
PRODUCTOS DE BE""E$A: LUA"IT PROUCTS:
1 S#, %*!,=!& 9-! -%**(, "$#"(7(,=(& %!!@*&*@(& "($( ( (%$())*?, =! )*!,%!& !, #& )(,(!& =! )(<! =! +('#$ )#,)-$$!,)*( #& -7($!& =#,=! &! -<*)(, &#, +(!& "$*,)*"(!& =! )(=( )*-=(= #$!)!, "$#=-)%#& *,,#@(=#$!& %!,*!,=# !, )-!,%( (
ITNESS MARET P$#@!!=#$ !)-&*@# =! 7*+,(&*# MILLENIUM GYM D#%()*?, +(,%!,*+*!,%# ' P#& V!,%( )#, +;& =! 4/ %),*)#& !, C##+<*( ' P!$ ( &*=# =!&=! &-& *,*)*#& &- +!#$ (*(=# !&%$(%7*)# #$!)*,=#! (&!&#$( !, ( (=!)-()*?, ' +#,%(! =! )(=( 7*+,(&*# =*&%$*<-)*?, =! !9-*"#& #"!$()*?, #7&%*)( &!$@*)*# %),*)# ' +(,%!,*+*!,%#. D-$(,%! !&%#& (>#& !, #& 9-! !&%; #"!$(%*@# MILLENIUM GYM ( #7$(=# -,( #"!$()*?, *+"!)(<! !, ( @!,%( *,&%(()*?, ' "#&@!,%( !, )(=( -,( =! (& &!=!& )#,@*$%*!,=# ( F*%,!&& M($!% !, ,-!&%$( +!#$ #")*?, "($( ! =!&($$## =! ,-!@#& "$#'!)%#&. N# &## ( 7*+,(&*#& &*,# %(+<*, !+"$!&(& U,*@!$&*=(=!& C-
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
6%6%7 PODER DE NE#OCIACIÓN DE "OS C"IENTES
13 A% TAMAKO DE" MERCADO CRECIMIENTO P($( &(# =! +!$)(=# ' )-; &!$( &- )$!)*+*!,%# ,!)!&*%(+#& (,(*($ =*!$!,%!& (&"!)%#& "#$ #& )-(!& (& "!$&#,(& ()-=!, ( 7*+,(&*# ' )-;!& &#, #& "#$)!,%(!& )#+# # @!$!+#& ( )#,%*,-()*?, B% CIRAS DE ASISTENCIA A #IMANASIOS EN "OS U"TIMOS TRES AKOS: H(&%( ()! -,#& (>#& #& "!$-(,#& !&"!$;<(+#& ( &!,%*$ !&! ";,*)# "($( $!7*&%$($,#& !, -, 7*+,(&*# !, ! @!$(,# %(,%# (& 9-! !, ! 2/1 ! 35 =! (& +!+<$!&(& &! )#,)$!%(<(, !,%$! ,#@*!+<$! ' +($#. P!$# (-,9-! !&( )#,)!,%$()*?, =! (& *,&)$*")*#,!& !, ( %!+"#$(=( !&%*@( &! ( *=# +#=!$(,=# !, #& %*+#& (>#& # 9-! ,# &! ( "#=*=# &-"!$($ !& ( (%( =! )-%-$( =! !!$)*)*# 9-! ( "($!)!$ ,#& )($()%!$*(. S!7, )*$(& 9-! +(,!(, #& #"!$(=#$!& #)(!& ! +!$)(=# "!$-(,# =! 7*+,(&*#& %*!,! -,( "!,!%$()*?, =! &## 2 -,( =! (& +;& <((& =! L(%*,#(+$*)(. E&%( )*$( !& <(&%(,%! 8#( $!,%! ( 0 9-! $!7*&%$(, "(&!& )#+# C##+<*( C*! ' A$7!,%*,( ' !& (&%( #( &* ( )#+"($(+#& )#, ! 1 =! !!$)*%(=# B$(&* ' ! 15 =! "(&!& =! P$*+!$ M-,=#. C. PROMEDIO DE ARELUIPEKOS LUE REA"I$AN ACTIVIDAD ISICA E, !&! &!,%*=# =! (& / +* "!$&#,(& 9-! "(7(, -, "$#+!=*# =! S.125 +!,&-(!& !, #& 1/ #)(!& =! ( )(=!,( D! R*@!$# )()-( 9-! ! / (&*&%! "$*,)*"(+!,%! ( (& )(&!& 7$-"(!& =! <(*! %(! <# ' (!$?<*)#& # &! )#,)!,%$( !, !!$)*)*#& )($=*#@(&)-($!& !, (& %$#%(=#$(&. Y ,# #@*=!+#& ! !&"()*# "$!!$*=# =! #& (&*&%!,%!& ( 7*+,(&*# ( )(!%!$(. D% CONCURRENCIA DE C"IENTES EN VERANO: U, #<!%*@# 9-! (, #7$(=# #& #"!$(=#$!& +!=*(,%! )(+"(>(& =! )#,)*!,%*()*?, !& 9-! #& -&-($*#& J$+!, +!+<$!&(& "($( %#=# ! (># ' ,# &## &! *,&)$*<(, !, #& +!&!& "$!@*#& ( @!$(,#. E, ! BODYTECH 9-! "#&!! ! 5 =! +!$)(=# %#%( 9-! (&)*!,=! ( USW4/ +*#,!& ( "$#"#$)*?, =! )*!,%!& 9-! &! *,&)$*#&.
1 A=!+;& ( !&#& -&-($*#& X7##,=$*,#& #& =!&(*!,%( 9-! !, ( %!+"#$(=( (%( !,%$! #)%-<$! ' +($# #& 7*+,(&*#& =!(, =! #$!)!$ "$#+#)*#,!& ' )#,)!,%$(, &-& +!#$!& "$!)*#& !, #& +!&!& =! *,@*!$,#. P($( #& 9-! $!)*, &! "$!#)-"(, "#$ <(($ =! "!&# "($( ! @!$(,# P!$&#,( T$(*,*,7 #$!)! -, "(, =! &!*& +!&!& "#$ S.0//. 6%6%! INTENSIDAD DE "A RIVA"IDAD L( (+!,(( =! #& &-&%*%-%#& !& +;& "!*7$#&( )-(,=# ! "$!)*# =! -, "$#=-)%# &*+*($ !, ! +!$)(=# =!&)*!,=! C-(,=# (' +;& &-&%*%-%#& =*&"#,*<!& %(,%# ( =!+(,=( )#+# ! "$!)*# =! #& "$#=-)%#& &! @-!@!, +;& !;&%*)#&. C-(,=# ! "$!)*# =! -, &-&%*%-%# =!&)*!,=! ! (<$*)(,%! =! "$#=-)%# #$*7*,( ,# "-!=! (-+!,%($ &-& "$#"*#& "$!)*#& # *,)-&# &! @! #<*7(=# ( <(($#&. H(' &-&%*%-%#& 9-! !&%;, -!$( =! ( *,=-&%$*( =! "$#=-)%# #$*7*,( "!$# 9-! &*$@!, ( +*&+# "$#"?&*%# "#$ !!+"# (& <#%!(& =! @*=$*# ' =! ";&%*)# &! )#,&*=!$(, -, &-&%*%-%# "($( (& (%(& =! (-+*,*# !, !&%! )#,%!%#. 6%6% "A OR#ANI$ACIÓN SUS REERENTES E, )(=( !+"$!&( )#+# #$7(,*()*?, 9-! !& ' 9-! !&%; )#,J7-$(=( "#$ "!$&#,(& $!)-$&#& "(,!& #<!%*@#& ' %#=# )-(,%# ('-=( ( ( )#+"!*=(= ("($!,%! =! %( !,%$(+(=# -, "$#<!+( 9-! $!&#@!$ ( $*%+# 9-! ! +($)( &"$#"*# =!&($$## &- $(?, =! &!$. A "($%*$ =! !&%( $!8!*?, &! ()! #<*7(=# "(,%!($&! <*!, #& "$#<!+(& ' !& 9-! %!,!$ <*!, "(,%!(=# ,-!&%$# )(+*,# )#+# !+"$!&( !& )(@! "($( ()!$( "!$=-$(<!. C($# !&%; 9-! ,# =!
MATRI$ ODA
ORTA"E$A •
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OPORTUNIDAD
E& )#,&*=!$(=# -,# =! #& +!#$!& 7*+,(&*#& =! =*&%$*%# =! M*$(8#$!&. C-!,%( )#, *,&%(()*#,!& ' !9-*"# =! (%( )(*=(=. S! !,)-!,%$( !, -, "-,%# ),%$*)# %$(%;,=#&! =! -,( #,( +-' ())!&*<! "($( ( +('#$( =! #& )*!,%!&. O
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A =*!$!,)*( =! #& 7*+,(&*#& 9-! &! !,)-!,%$(, !, #& )!,%$#& )#+!$)*(!& (9- "-!=! (
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MATRI$ ODA
ORTA"E$A •
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AMENA$AS
A )#,&!)-!,)*( =! 9-! MILLENIUM GYM !& )#,&*=!$(=# )#+# -,# =! #& +!#$!& 7*+,(&*#& =! ( #,( =! M*$(8#$!& "#=!+#& (&#)*($# ( 9-! ,-!&%$#& )*!,%!& !,)#,%$($(, # +!#$ !, +;9-*,(& ' (+<*!,%!& (7$(=(<!&. T(+<*, @!+#& 9-! -,( <-!,( @!,%(( )#+"!%*%*@( &!$*( ( *+"!+!,%()*?, =! #& "(9-!%!& !%$(& 9-! &! *,,#@(, )#,#$+! &(!,.
C-!,%(, )#, )*!,%!& )#, +-)# !,%-&*(&+# ' )#, 7(,(& =! ()!$ =!"#$%! # %(+<*, '( &!( "#$ !&%%*)(. C#&%#& +-' <(#& ' -, ,+!$# (+(%*@# =! )*!,%!&. H#$($*#& =! #"!$()*?, 8!*<! (& #& )*!,%!& %*!,!, +;& ()**=(= !, ()-=*$ ( MILLENIUM GYM !, )-(9-*!$ +#+!,%#. A
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F(%( =! +(,%!,*+*!,%# ( (& +;9-*,(& ' !9-*"#& 9-! !*&%!, !, MILLENIUM GYM. H(' +-)#& )*!,%!& 9-! &! &*!,%!& *,)#+#=#& ()*!,=# !!$)*)*# &*, ())!&#$*#& =!"#$%*@#& "$#"*#& =! ( +($)(. E $-*=# 9-! &! 7!,!$( !, #& !%!$*#$!& =! MILLENIUM GYM +-)(& @!)!& "$#@#)( ! (&%*=*# =! ,-!&%$#& )*!,%!& '( 9-! -&%(+!,%! "#$ !&%(& !)(& (' )#,&%$-))*#,!& 9-! "$#@#)(, =*)# +(!&%($.
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MATRI$ ODA
U%**($!+#& ,-!&%$(& #$%(!(& "($( %$(%($ =! $!=-)*$ ! *+"()%# =! (& (+!,((& )#+# # &#, ! $-*=# 9-! &! !&%; 7!,!$(,=# ( ,-!&%$# ($!=!=#$ !%). L#& )#&%#& =! #& ())!&#$*#& &!$;, ()#$=! )#, ( )(*=(= 9-! <$*,=($!+#& (& %!,=$!+#& +;& -,*#$+*=(= =!,%$# ' -!$( =! ,-!&%$(& *,&%(()*#,!&. T!,=$!+#& 9-! "$!&%($ +;& (%!,)*?, ( )(=( ;$!( ' &- $!&"!)%*@# +(,%!,*+*!,%# "-!&%# 9-! !& *+"$!&)*,=*<! "($( ,# %!,!$ -%-$#& "$#<!+(&.
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N# (' -, 7$(, ,+!$# =! )*!,%!& ( (<$*$ -,( ,-!@( &(( "-!&%# 9-! 9-*;& ! "$!)*# ,# &!( ())!&*<! "($( %#=#& "!$# &! "-!=! ($$!7($. T!,!$ ( &#@!,)*( !)#,?+*)( "($( !,$!,%($ ,-!@(& *=!(& )#, &-& $!&"!)%*@(& *+"!+!,%()*#,!&. E& -, ,!7#)*# )#, %!+"#$(=(& (%(& ' <((& &*!,=# <(( #& +!&!& =! @!$(,# =!<*=# ( (& @()()*#,!&. Q-*;& %!,=$(+#& (7-,(& =*J)-%(=!& ( %$(%($
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OPOTUNIDADES MILLENIUM GYM %!,=$; +-)#& )*!,%!& =!<*=# ( ( "-<*)*=(= 9-! &! (7( "($( !&%(. P#$ &- *7($ ),%$*)# !& +-)# +;& ())!&*<! "($( ,-!&%$#& )*!,%!& ' ,# &## =! ( #,( =! M*$(8#$!& &*,# %(+<*, "($( ! "<*)# !, 7!,!$(. A"$#@!)($ ( 8-*=! 9-! %!,!+#& )#+# )*!,%!& "($( )("%($#& ' ()!$ 9-! &! 9-!=!, "#$ -, ($7# "!$*#=# #$!)*,=#!& ,-!@(& #!$%(& !, )-(,%# # (+!$*%!.
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C#,%(+#& )#, !&%()*#,(+*!,%# "!$# @*+#& 9-! )#,#$+! ,-!&%$( )*!,%!( -! (-+!,%(,=# ! !&"()*# =! ,-!&%$( )#)!$( &! -! $!=-)*!,=#. E !&"()*# $!=-)*=# 9-! %!,!+#& "($( ( *+"!+!,%()*?, =! ( ,-!@( )(!%!$( %(+<*, !& -,( =!<**=(= 9-! (,(*($!+#& )#, +;& =!%!,*+*!,%#. L( =*@!$&*=(= =! ()%*@*=(=!& 9-! +(,!($!+#&
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AMENA$AS MILLENIUM GYM )($# 9-! %*!,! )#+"!%!,)*(& =*$!)%(& '( 9-! !, ( #,( %(+<*, &! !,)-!,%$(, 7*+,(&*#& "!$# ,# %*!,!, ! ,#+<$! ,* "$!&%*7*# 9-! &! ( 7(,(=# ! ,-!&%$#. N# %#=#& #& "!$&#,( %$(*,!$ =*&"#,=$;, =! %*!+"# 9-! ,#&#%$#& 9-!$!+#& *+"#,!$ '( 9-! 9-!$!+#& -,( =*@!$&*=(= =! #$($*#& "($( 9-! ,-!&%$#& )*!,%!& "-!=(, @!,*$ )-(,=# !#& "-!=(, ' !,)#,%$($ %#=(& (& )#+#=*=(=!& "#&*<!&.
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MTRICAS DE MERCADO DE C"IENTE% MTRICAS DE VA"OR DE "A MARCA % MATRI$ BC# MATRI$ BC#
INTERPRETACION: C#+# #<&!$@(+#& !, ! 7$;J)# L( &!))*?, =! B(*! S(?, =! -&#& +%*"!& ' M(9-*,(& MILLENIUM GYM &! -<*)( !, ! )-(=$(,%! ESTRE""A !, @*&%( 9-! (, )$!)*=# ,#%(<!+!,%! =! -, (># ( #%$# ' )-!,%(, )#, -,( <-!,( "($%*)*"()*?, !, ! +!$)(=# ($!9-*"!># ' (& !&%$(%!7*(& 9-! &! %#+($(, &!$*(, =! *,%!7$()*?, *,%!,&*@(& ' (@!,%-$(& )#,-,%(& "($( 9-! ,-!&%$# "$#=-)%# &! "#&*)*#,! =! +(,!$( +;& (7$!&*@( !, ! +!$)(=# "!$-(,#. E ,*@! =! (!$?<*)#& ' -&#& +%*"!& &! !,)-!,%$(, =*@*=*=#& !,%$! #& )-(=$(,%!& PERRO- VACAS"ECERAS # 9-! ,#& 9-*!$! =!)*$ 9-! &! !&%; "#&*)*#,(,=# !, ! +!$)(=# =! +(,!$( J( ' $!&-%( #<&#!%( ( )#,%$*<-*$ )#, ! +!#$(+*!,%# =! -%**=(=!& ' ,# 7!,!$(, ( )(,%*=(= &-J)*!,%! =! #,=#& ' -%**=(=!&. L( &!))*?, =! C($=*# &! !,)-!,%$(, !, #& )-(=$(,%!& =! VACA PERRO +#&%$;,=#,#& 9-! "#=!+#& !&%($ !, -, $*!&7# '( 9-! !&%(+#& !, ! +#+!,%# *,=*)(=# "($( "#=!$ *+"!+!,%($ (& !&%$(%!7*(& =! =!&($$## =! "$#=-)%#
"($( 9-! ,# !+"*!)! ( 7!,!$($ "#)#& #,=#& ' !+"*!)! ( <(($ ( "($%*)*"()*?,. L( !&%$(%!7*( "!$!)%( !& +!#$($ ! "$#=-)%#. N# )#,%(+#& )#, ( &!))*?, C$#&&J% ! )-( &*%-($(+#& !, ! )-(=$(,%! INTERRO#ANTE1 ,#& 9-*!$! =!)*$ 9-! !&%! &!$@*)*#6"$#=-)%# !&%; %!,*!,=# -,( <(( "($%*)*"()*?, !, ! +!$)(=# ' 9-! &! !,)-!,%$( )#+"*%*!,=# !, -,( *,=-&%$*( =! (%# )$!)*+*!,%#. L( !&%$(%!7*( ( ("*)($ &!$*( (& *,%!,&*@(& "($( "#=!$ #$%(!)!$ ,-!&%$# "$#=-)%# &(<*!,=# 9-! *,@!$&*?, &!$; (%(. 2% CUOTA DE MERCADO Cu)3a e& u&i*a*e4 Unidades vendidas / Total de unidades vendidas en el mercado •
Cu)3a e& /u&i,& *e ')4 i&=re4)4 Ventas / Ventas del mercado
P)('ai,& Arequipa: 2Q20! Pr)*u3) C-< 7'+ B#='%!) P-,%# J%,!& R!@# &"#$% G#=!, 7'+ S*+ #$= G'+,(&*# &%$#,7 C-%-$( 7'+ M*!,*-, 7'+ C$#+#& C-< *,%!$,()*#,( T $! Q-(*%' 7'+ A,*+(
U&i*a*e4 e&*i*a4 // 15// // 5/ 4// // 3// 4// 5// 5// 3// 3// 5// 4//
Ve&3a4 42/// 15//// 32/// 315// 1/// 112// 135// 12/// 45/// 45/// 42/// 15// //// 1///
G*+($ O%$#& T#%( •
5// 1204 25344
5/// 42/ 115352/
Cu)3a e& u&i*a*e4 Unidades vendidas / Total de unidades vendidas en el mercado
Cu)3a e& u&i*a*e4 “Mi'e&iu #@” 5// 25344[/./10 •
Cu)3a e& /u&i,& *e ')4 i&=re4)4
•
Cu)3a e& /u&i,& *e ')4 i&=re4)4 “Mi'e&iu #@”
Ventas / Ventas del mercado
45///115352/[/./ 6% CUOTA DE MERCADO RE"ATIVA Cu)3a *e era*) re'a3ia Ventas de nuestra marca / Ventas de la principal marca com petidora
Cu)3a *e era*) re'a3ia “Mi'e&iu #@” 45///15////[ /.
•
Cu)3a *e era*) re'a3ia Unidades vendidas de nuestra marca /Unidades vendidas de la principal marca competidora
Cu)3a *e era*) re'a3ia e& u&i*a*e4 “Mi''ei&u #@” 5//15// [ /. P#=!+#& )#,)-*$ 9-! ! 7*+,(&*# M*!,*-+ %*!,! -, / =! (& @!,%(& =! =!$ =! +!$)(=# 9-! @!,=$( ( &!$ “B#='%!)” 7% CONCENTRACION DE MERCADO
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Cu)3a4 *e era* ) e&3a4 4 1 2 1 2 1 4 4 4 5
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!% PENETRACIÓN DE MERCADO
Penetración de mercado = Clientes que han comprado el producto en la categoría / Mercado de ese producto (en número de personas
E +!$)(=# "!$-(,# =! 7*+,(&*#& %*!,! -,( "!,!%$()*?, =! &## 2
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Be&e>i) *e(i*) a u& 'ie&3e Utilidad/ ) clientes
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Be&e>i) *e(i*) a u& 'ie&3e [ 322 5// Be&e>i) *e(i*) a u& 'ie&3e [ 34.44
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I&er4i,& e& e' 'ie&3e
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(Costos *i+os , Costos varia"les / ) clientes • •
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% VA"OR DE MARCA Prei) re'a3i) Cuota del mercado en ingresos/ cuota del mercado !,
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ANA"ISIS DE COSTES I9OS COSTOS FIOS DIRECTOS
DIRECTOSMES
A\O
SUELDOS
//
1/5//
SUMINISTROS
12//
144//
ARRENDAMIENTO PROPIO
4//
4//
PUBLICIDAD
//
//
1/3//
124//
TOTAL
COSTOS FIOS INDIRECTOS SUELDOS SUMINISTROS
1/5// 144//
ARRENDAMIENTOS PROPIOS
4//
COSTOS FINANCIEROS
/
AMORTIZACIONES
/
OTROS COSTOS
///
COSTOS GENERALES DE MK MEDIOS TOTAL
// 114//
COSTOS FIOS TOTALES [ COSTOS FIOS DIRECTOS POR TIENDA ] COSTOS FIOS INDIRECTOS COSTOS I9OS #IMNASIO MI"ENIUM 124// ] 114// [ 250// CUOTA EN E" CANA"
CUOTA EN EL CANAL[ VENTAS EN EL CANAL TOTAL DE VENTAS EN EL CANAL
CANAL
VENTAS
CUOTA
USOS MULTIPLES
12///
24.00
MAQUINAS
151///
2.50
BAILE
1124/
21.20
AEROBICOS6 SPINING
5//
12.03
CARDIO
42/
12.1
5210/
1//.//
TOTAL Ra3i) CV
RCV %#%(!& [ M($7!, B$-%# T#%( V!,%(& ,!%(& M($7!, B$-%# 322 =(%#& =! !&%(=# =! $!&-%(=#& ' =! 8-# =! )(( V!,%(& N!%(& 040 RCV [ 322 040^1// RCV 6% L( !+"$!&( ()%-(+!,%! !&%; %!,*!,=# (%#& )#&%#& @($*(<!&. Re&3a(i'i*a* *e' pr)*u3) ROI [ B!,!J)*# =! "$#=-)%# # MB I,@!$&*?, =*$!)%( $!(*(=( B!,!J)*# =! "$#=-)%# # MB [ 322 I,@!$&*?, =*$!)%( $!(*(=( !, !&! "$#=-)%# *,@!$&*?, =! M$ [ 5/// ROI Q%7!
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“)($=*#” R!&*&%!,)*( +-&)-($ # &%(+*,( F-!$( P#%!,)*( V!#)*=(= F!*<**=(= C##$=*,()*?, E9-**<$*# P$!)*&*?, A7**=(= E& (%(+!,%!
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E9ERICIOS PROPUESTOS RUTINA •
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R!"!%*$ -,( @! +;& Re4i43e&ia @ a(*)i&a'e4 par3e 2
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S!,%(=**(& )#, !@(,%(+*!,%# =! #+<$# / &!7-,=#& L(7($%*(& )#, !@(,%(+*!,%# =! <$(# / &!7-,=#&
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S!,%(=*(& )#, !,@*?, / &!7-,=#&
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A<=#+*,(!& !@(,%(+*!,%# =! $#=*(& / &!7-,=#&
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R!"!%*$ -,( @! +;& RUTINA PROPUESTA DURANTE UNA SEMANA “MI"ENIUM #M” DIA
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1/ A$$(,)(=(& )#, +(,)-!$,( 135125 7 5 "#$ <$(# ORARIOS PROPUESTOS L( (%!,)*?, &!$; =! (+. A "+. #& )*!,%!& "#=$;, !&)#7!$ ! #$($*# 9-! +!#$ &! ()#+#=! ( &- %*!+"# ' "#=$;, $!(*($ ! -&# =! (& *,&%(()*#,!& &*, %*!+"# *+*%(=# IMP"EMENTACIÓN
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AROS
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LLANTAS
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4 SACOS DE BOc
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MANCUERNAS DE DISTINTOS TAMA\OS Y PESOS
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PELOTAS
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CUERDAS
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SOGAS
INRAESTRUCTURA •
ELICES DE AIRE ACONDICIONADO
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12 FOCOS FLUORESCENTES BLANCOS
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ESPEOS ALREDEDOR DEL LOCAL
INSTRUCTORES S! )#,%($; )#, %$!& *,&%$-)%#$!& !,)($7(=#& =! ('-=($ ( #& )*!,%!& ( =!&($$#($ =! +(,!$( )#$$!)%( (& $-%*,(& "$#"-!&%(&.
PO"E DANCE
RUTINA: < A&3e4 De C)e&+ar E )(!,%(+*!,%# !& *+"#$%(,%! "($( )-(9-*!$ !!$)*)*# "!$# !, ! "#! =(,)! %*!,! -,( *+"#$%(,)*( !&"!)*( '( 9-! !& -, !!$)*)*# =! -!$( R!)-!$=( 9-! !&%($;& *%!$(+!,%! &#&%!,*!,=# %#=# ! "!&# =! %- )-!$"# )#, %-& "*!$,(& # )#, %-& +(,#&. S* ! +&)-# &! "#,! !, -,)*#,(+*!,%# “!, $#” ' # -!$(& )#$$!& ! $*!&7# =! (&%*+($%! +-)# )#, -, =!&7($$# # !&*?, 9-! "-!=! =!($%! &*, !,%$!,($ =-$(,%! <(&%(,%! %*!+"#. T?+(%! @!*,%! +*,-%#& "($( ()!$ -, !!$)*)*# =! )(!,%(+*!,%#. P-!=!& %$#%($ ()!$ (!$#<*)& # +#,%($ %<*)*)!%(. L# *+"#$%(,%! !& 9-! ,# )#+*!,)!& ! !!$)*)*# =! )(># &*, (# )#, -,( +(,# 9-! )##)($; "#$ !,)*+( =! %- )(#. S*, !+<($7#
$!)-!$=( &*!+"$! !@($ -,( $#"( )?+#=( ( %- !,%$!,(+*!,%# "($( "#=!$ +#@!$%! )#, ()**=(=. 7< Pier&a4 Bra+)4 uer3e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repaX A,%!& =! "$#<($ )-(9-*!$ J7-$( !, ! )(># !& *+"#$%(,%! 9-! 7(,!& -!$( !, %-& <$(#& ' "*!$,(&. P;$(%! $!,%! ( %-<# ' !,@-@!# )#, %-& "*!$,(&. P#, %-& <$(#& "#$ !,)*+( =! ( )(#. P#$ !&# "=!! ('-=( ( %- "$#!&#$( ' !( &(<$; )?+# ()#,&!($%!. L#& !"!$%#& !, "#! =(,)! *,=*)(, 9-! #& *#& =! +;& ,# *,8-'!, !, ! +#+!,%# =! %$!"($. P#$ !&# &* %*!,!& (7# =! &#<$!"!&# ,# !& !)-&(d T %(+<*, "-!=!& )#, -, "#)# =! "$;)%*)( %$!"($ %(, (%# !, ! %-<# )#+# ! $!&%# =! %-& )#+"(>!$(&. C$!+! 9-! -,( @! 9-! %! &(7( !&%! !!$)*)*# #& =!+;& %! $!&-%($;, +-)# +;& ;)*!&.
< Carr)u4e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
=! &-<*$%! ( ' 7*$($. C-(,=# %!,7(& )#,J(,( !, 9-! ! )(># ,# &! @( ( )(!$ %! &(=$; %#=# +-)# +;& ;)*+!,%!. Q< C)& U&a Ma&) U,( @($*()*?, =! !!$)*)*# (,%!$*#$ !& 9-! ( +#+!,%# =! !,7(,)($%! )#, ( $#=*( ( )(># # (7(& -, "#)# +;& ($$*<(. P#, ( +(,# 9-! %*!,!& *<$! -&%# "#$ =!<(# =! ( "*!$,( ' 7*$( (&%( %#)($ ! &-!#. R!"*%! @($*(& @!)!& "($( +!#$($ ( %),*)(. R!)-!$=( &*!+"$! %!,!$ #& !+"!*,!& =! #& "*!& +-' <*!, !&%*$(=#& ' ()!$ %#=#& #& +#@*+*!,%#& # +;& "$#*#& "#&*<!&. P-!=! 9-! ( "$*,)*"*# !&%& +;& "$!#)-"(=( !, ,# )(!$%! =! )(># 9-! !, ( %),*)( # !, ( "$#**=(= "!$# )#, ! )#$$!$ =! (& )(&!& !& ,!)!&($*# 9-! “*+"*!&” ( %),*)( =! )(=( !!$)*)*#. S* ,# !&%;& +-' &!7-$( =! &* !&%;& ()*!,=# )#$$!)%(+!,%! -, +#@*+*!,%# ( "$#!&#$( &(<$; )#$$!7*$%!. T#+( &*!+"$! !, )-!,%( # 9-! %! *,=*9-! ' &7-!# ( "*! =! ( !%$( "($( 9-! ,# %! (&%*+!& ! )-!$"# ,* %! &#<$!!,%$!,!&. R!)-!$=( &*!+"$! 9-! ( "$;)%*)( ()! ( +(!&%$# "#$ !&# "$()%*)( ' "$!7-,%( %#=# # 9-! ,!)!&*%!&. C#, ! )#$$!$ =! (& )(&!& &!$; %#=# +-)# +;& ;)* ' !,%$!%!,*=#. A %!$+*,($ ( "$;)%*)( =! "#! =(,)! =!&a Va'e&+ue'a Cr*e&a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ORARIOS:
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