Situación de Evaluación N°2 Asignatura: Fundamentos de Marketing MKFM01 Programa de Estudio: Administración de Empresas Ingeniería en Administración de Empresas
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Anexo: Formato de Informe Fundamentos de Marketing (MKFM01 !ección "#$ Semestre – 201 Sede Ina!ap "an!agua
!E%&') I'F)*ME E ECI!I)'E!+ ,Etapa - esarro..o de /roducto
#o!ente: /au.a 'ico.e ere2 Ma3mut Alumnos: Cami.a !o.edad Me..a Maca4a Fe!$a de entrega: -56076-018
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I&(")#*''I+& E. negocio de pastas orgBnicas ue pretende producir 4 Dender nace de. conocimiento en e. consumo potencia. de. producto en estratos económicos a.tos haciendo ue .a utura aGrica ue Denda e. producto se conDierta en parte de. círcu.o gourmet; !e GuscarB una innoDación en saGores 4 teHturas ademBs de una propuesta ..amatiDa de empauetado para poder resa.tar en e. peueo mercado de pastas ademBs de generar una campaa puG.icitaria para promocionar nuestro producto uti.i2ando medios nueDos como .as redes socia.es pagina JeG dBndo.e un carBcter propio e innoDador ue ..ame .a atención de. consumidor 4 se masiiue por su ca.idad a traDs de .os medios nomGrados anteriormente;
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#ESA""),,) #E, I&F)"ME
FICHA DE DECISIÓN 2: FASES DE DESARROLLO DEL NUEVO PRODUCTO ALTERNATIVAS DE SOLUCIÓN A continuación se dará inicio a las fases de desarrollo para el nuevo producto, este proceso consta de 8 pasos: 1 !ene !enera raci ción ón de idea ideas" s" 2 #epu #epurac ració ión n de de ideas ideas"" 3 #esarr #esarroll ollo o $ prue%a prue%a del del concep concepto to"" 4 #esarroll #esarrollo o de la estrate&ia estrate&ia de de 'ar(etin& 'ar(etin&"" ) Anál Anális isis is del del ne& ne&oc ocio io"" * #esarr #esarroll ollo o del del produ producto cto"" + erc ercad ado o de de prue% prue%a" a" 8 -o -o'er 'erci cial ali. i.ac ació ión" n"
FASE 1 GENERACIÓN DE IDEAS 2"1 /ropon&a tres ideas de nuevas /astas para ontt, descri%a cada idea, deando claro el 'ercado 'eta al ue se orienta, atri%utos del producto, %enecios %enecios al consu'idor $ ele'ento diferenciador"
Idea 1 Pastas Orgán!as e"a#$radas !$n trg$ ger%nad$" Se orienta a personas con aler&ia ali'entaria $ a personas ue llevan una ali'entación li%re de u'icos" Atr#&t$s de" 'r$d&!t$: El producto está ela%orado con 'aterias pri'as 100 naturales, las cuales no contienen aditivos nocivos, pesticidas, trans&5nicos $ ue no están e stán procesados" (ene)!$s 'ara e" !$ns&%d$r: 6rindan una 'eor calidad de vida, $a ue estará cuidando su salud" Ade'ás entre&a 'a$or ener&a $ a$uda a 'antener el peso, $a ue el producto contiene 'uc7a %ra" E"e%ent$ d*eren!ad$r: Es un producto nico en el 'ercado, no e9iste co'petencia, $a ue los productos ue 7a$ en el 'ercado son renados o inte&rales" Este productos es 'ás sano $ nutritivo en co'paración a los otros" Idea 2 Pastas ntegra"es !$n )g&ra de an%a"es" Se orienta especca'ente a nios" Atr#&t$s de" 'r$d&!t$: El producto está ela%orado con 'aterias pri'as 100 naturales, las cuales no están procesados"
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Es un producto nico en el 'ercado, no e9iste co'petencia, $a ue no 7a$ pastas con for'a de ani'ales"
Idea + Pastas re""enas" Se orienta a todo tipo de personas, $a ue están ela%oradas con in&redientes ue atraen al consu'idor" Atr#&t$s de" 'r$d&!t$: El producto está ela%orado con una variedad de 'asas rellenas tales co'o:
o'ate >o'ate ueso carne • • •
(ene)!$s 'ara e" !$ns&%d$r: -o'ida rápida de precio accesi%le, ue favorece el presupuesto del consu'idor" consu'idor" E"e%ent$ d*eren!ad$r: Es un producto nico en el 'ercado, no e9iste co'petencia, $a ue no 7a$ pastas con for'a de ani'ales"
FASE 2 DEPURACIÓN O FILTRADO DE IDEAS 2,2- ?ndiue la idea de producto seleccionada $ descri%a los criterios utili.ados para evaluar las tres ideas propuestas, ue le per'itieron nal'ente optar por una de ellas, co'o la 'eor opción de producto" Pastas Orgán!as e"a#$radas !$n trg$ ger%nad$" Se orienta a personas con aler&ia ali'entaria $ a personas ue llevan una ali'entación li%re de u'icos" ;a tendencia del ca'%io en la ali'entación $ el auto cuidado 7an derivado en ue el consu'idor uiera ali'entarse de de 'anera 'ás sana cada cada da" ;a idea de producto ele&ida de%e ser consistente con el análisis 'acro $ 'icro entorno, análisis indust industria rial, l, se&'en se&'entac tación ión $ posici posiciona ona'ie 'iento nto as co'o co'o la nor'at nor'ativa iva respec respecto to de propi propieda edad d intelectual, de 'arca $ de patentes, entre e ntre otros ele'entos"
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Deter%na!.n de" seg%ent$ $#/et0$ &3n !$%'ra4 Este producto ali'enticio está enfocado a personas con aler&ia ali'entaria $ a personas ue llevan una ali'entación li%re de u'icos" /ersonas con poder aduisitivo alto $ con &usto renado"
P$r 5&3 !$%'ran4 ;os clientes clientes ue prerieran prerieran nuestro nuestro producto, producto, lo 7arán, 7arán,
porue porue nuestro producto producto presenta presenta las
si&uientes cualidades: 1" Ali' Ali'en ento to sano sano $ natu natura ral, l, $a ue ue en el se cons conser erva van n las las prop propiiedad edades es nutr nutrit itiv ivas as $ or&anol5pticas" 2" inno innova vaci ción ón en en sa%o sa%ore res" s" 3" ali'ento ali'ento de calidad, calidad, con con la 'eor 'ateria 'ateria pri'a" pri'a"
C&ánd$ !$%'ran4 ;a pasta or&ánica es un producto de alta calidad, ue se consu'e en cualuier ocasión, ade'ás es un plato renado si se aco'paa de la 'anera correcta"
C&ánt$ !$%'ran4 En -7ile el consu'o per capital de pastas en &eneral, duras $ frescas, corresponde a @,4 (ilos al ao1, es decir, +00 &ra'os apro9i'ada'ente por persona 'ensual" ;o ue nos posiciona en el ran(in& de consu'o de pasta, en el pri'er pas en ;atinoa'5rica"
Ident)!a!.n de "$s !$ns&%d$res A6-1: •
Nuestros clientes A6-1 tienen co'o principales caractersticas:
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Ident)!a!.n de "$s !$%'etd$res A nivel artesanal: •
Ca%rica productora >ipo artesanal la pasta divina
u%icación
Si'onetti
Ditacura
/asta #ella Nonna
providencia
Ali'entos Santorini
Santia&o
#rive ?n Esso
-opiapó
Ditacura
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;as pastas ali'enticias de%en cu'plir con los si&uientes reuisitos: aBKu'edad, 'á9i'o 3) %B
Acide., 'á9i'o 0,20 e9presada en ácido sulfrico, so%re la %ase de un 14,0 de 7u'edad"
A>H-I;J 3*+" ;os deos $ productos anes no de%erán contener insectos o sus estados evolutivos, ácaros ni 7on&os"
FASE + DESARROLLO 7 PRUE(A DEL CONCEPTO DE PRODUCTO En esta etapa el producto fsico an no e9iste $ por ello solo se e9pone ante los consu'idores co'o una descripción en 'a"a#ras 8 d#&/$s" /or lo tanto se de%e re&istrar el e l detalle de ideas o conceptos de nuevo producto, con la nalidad de e9ponerlo si'%ólica'ente a los consu'idores prue%aB para ue sean ellos los ue deter'inen el nivel de atractivo de este, se le pide : 3"1 #esarrolle conceptual'ente su producto" El lo&o $ slo&an de nuestra tienda es el si&uiente:
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3"2 ?ndiue ?ndiue có'o có'o coloca colocara ra a prue%a prue%a el concep concepto to a trav5s trav5s de ue t5cnic t5cnica a de investi&ac investi&ación, ión, có'o, cuándo $ dónde reali.ara la prue%a
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FASE ; ESTRATEGIA DE
;,1- Desarr$""e "a *ase ;> t$%and$ en !$nsdera!.n "$s tres '&nt$s antes %en!$nad$s Ident)!a!.n de "$s !$ns&%d$res A6-1: •
Nuestros clientes A6-1 tienen co'o principales caractersticas:
•
/ersonas profesionales"
•
•
>ra%aando >ra%aando activa'ente con in&resos esta%lesB" -onoci'ientos &astronó'icos 'ni'os, o con &usto por la cocina, dispuestos a preparar un plato especial" -liente e9i&ente"
•
Alta capacidad de pa&o"
•
-liente infor'ado"
•
/oseen ve7culo, lo ue les per'ite ir en %sueda de lo ue uieren"
P&nt$s de Ventas:
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/ESI/IES>J >J>A; J/EA-?JN /AA ) AMJS -oncepto -osto total L -osto de 'ateria pri'a
L 3")12"000
-osto de e'paues $ e'%alaes
L1")88"000
-osto de 'ateriales $ euipos
L1")*)"**0
-ost -o sto o de la 'ano ano de o%ra o%ra indi indirrecta ecta
L11"@ 11"@23 23"2 "200 00
-osto de la 'ano de o%ra directa
L@21"+80
-onsu'o de ener&a el5ctrica
L)")23"@@@
Activos os de ocina
L4*8")+)
-onsu'o de a&ua
L2@8"280
>J>A; >J>A;
L2)"801"4@4
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Para "as sg&entes *ases @> 8 B> se le solicita al &rupo de asesores: ?nvesti&ar en u5 consiste cada una de ellas $ e9plicar e9plicar có'o se podran aplicar a su nueva pasta" @,1- Fase @ Aná"ss de" neg$!$ Si supone'os ue el 10 de las personas ue consu'en pasta están dispuestas a consu'ir el producto, pode'os deducir la producción necesaria para satisfacer esta necesidad to'ando el dato de consu'o per capital de pastas totales" ;os productos co'o pastas or&ánicas, son de alta calidad, por otro lado, tienen asociado un precio 'ás alto $ en &eneral, otor&an 'eores 'ár&enes a la e'presaO sin e'%ar&o, tienden a ser 'ás sensi%les a ca'%ios en el nivel de in&resos de la po%lación" As, las %aas de in&resos afectan el poder aduisitivo de los consu'idores, redistri%u$endo su de'anda 7acia productos de 'enor precio" /ara deter'inar la de'anda esperada del producto, se inte&rarán antecedentes cualitativos de la po%lación con los antecedentes cuantitativos, &enerando relaciones ue per'itan nal'ente conocer el 'ercado o%etivo del ne&ocio"
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•
edida de tra%ao
•
#istri%ución de la planta
P"anea!.n 8 !$ntr$" de "a " a 'r$d&!!.n: •
/ro&ra'ación
•
?nfor'e de avances de la producción
•
Estándares
Ventas
C$%&n!a!.n: •
/ro'oción de ventas
•
/u%licidad
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Fase Fase C$%er!a"6a!.n 8"1 En esta etapa se procede con las decisiones del 'o'ento de la introducción al 'ercado, có'o, cuándo cuándo $ dónde, dónde, se lan.ara, $a sea en una o al&una re&iones del pas" ;a nalidad es planicar una introducción &radual del producto, Apluelo a su producto nuevo" Intr$d&!!.n: Super'ecados
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FICHA DE DECISIÓN +: DESARROLLO DEL PRODUCTO
+,1- C$%$ e5&'$ ases$r> ases$r> de#e desarr$""ar "$s !n!$ n0e"es de s& n&e0a Pasta N0e"es de" Pr$d&!t$ Des!r'!.n 6enecio 6ásico /ara cuidar la salud /roducto !en5rico
/asta
/roducto Esperado
/roducto sellado, frio"
/roducto Au'entado
/asta or&ánica, 7ec7a de tri&o &er'inado"
/roducto /otencial
/asta or&ánica, con variedad de sa%ores $ colores"
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FICHA ;: ELE
Jr&anipasta
#escri%ir el e'paue del producto $ for'ato atos en los ue estará disponi%le"
;a selección del 'aterial para el envasado e nvasado considera: •
esistencia 'ecánica
•
6arrera a los &ases
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;,2- Des!r#r 5&e s&!ede !$n "as 0entas 8 "a &t"dad en "as eta'as de" !!"$ de 0da 'ara s& 'r$d&!t$> n!$r'$rand$ estrategas a seg&r en !ada &na en !&ant$ a 're!$s 8 'r$%$!.n, ?ntroducción Se difundirá el producto a trav5s del esta%leci'iento co'e co'erc rcia ial, l, insta instala land ndo o una una .ona .ona ue ue desp despie iert rte e la curiosidad del cliente a un precio 'enor" Ina Ina pro' pro'ot otor ora a podr podra a ofr ofrecer ecer 'ues 'uestr tras as del del prod produc ucto to pre previ via' a'en ente te coci cocina nado doBB reca recalc lcan ando do sie'pre las caractersticas principales" -reci'iento Si el producto presenta una %uena aceptación a corto pla.o $ 7a$ una de'anda considera%le, se
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@,1- Para s& n&e0a PASTA > se "e 'de : )"1"1 #ecisión respecto del /atrocinador /atrocinador de la 'arca, ustiue" /astas ontt
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@,2- E%'a5&e $ 'resenta!.n 'ara s& n&e0a PASTA )"2"1 #esarrolle los Niveles de e'paue ue reuiere su producto, e9plicando la utilidad de cada nivel"
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.I.,I)/"AF%A •
Ac 'ie.sen Consu.tores inDestigación de. mercado de .as pastas; Inormación Inormación entregada por .a re.acionadora puG.ica de .a empresa Marce.a Munita; isponiG.e en+ http+66JJJ;nie.sen;com6