UNIVERSIDAD CESAR VALLEJO FILIAL CHIMBOTE
CURSO DE Plan de Marketng esraégico de Kuydani DOCENTE Mg. Ramírez Tirado Carlo AUTORES
OLEN!A MONTA"E# EVA MEDINA $ISELL AMORO# #OILA LIAN DANIEL LE%N LUIS DANIEL INFANTE LUIS CABRERA
NVO. CHIMBOTE&'ERU ()*+
1
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INTRODUCCION La formación de hábios alimentcios saludables debe comenzar desde los primeros aos de edad ya !ue los hábios practcados empranamene tenden a perdurar a lo largo de oda la "ida# $l rol de los padres y%o uores de nios &as' en el desarrollo de hábios saludables es fundamenal ya !ue no solo es ensear con el e(emplo sino con la práctca) incorporando cada d*a en su diea alimenos acorde a su edad# +demás) e,isen numerosas empresas de comida rápida) resauranes con men-s diarios al paso) poco saludables) !ue no consideran los nurienes !ue en "erdad el cuerpo necesia# + conse consecue cuenci nciaa de esa esa proble problemát mátca) ca) Kuyd Kuydani ani)) ha "iso "iso una una oporu oporunid nidad ad de negoc negocio io en la elaboración de di"ersos producos de comida saludable !ue serán despachados a ra"és del ser"icio deli"ery) creado para satsfacer a un p-blico e,igene !ue busca saciar sus necesidades alimentcias# $se raba(o tene como ob(et"o realizar un plan de marketng esraégico) por lo cual se analizará su gestón empresarial) su ni"el de producción) un análisis e,erno e inerno con méodos como son las marices $.$ &$"aluación de facores e,ernos' y $./ &$"aluación de facores inernos' para obener información !ue nos permia conocer la siuación en la !ue se encuenra en el mercado y as* poder me(orar sus ingresos o utlidades !ue conribuirán a su me(or desarrollo disminuyendo o neuralizando neuralizando las debilidades y amenazas#
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OBJETIVO GENERAL: isear la propuesa de plan de Marketng esraégico de Kuydani 2#+#34#
CA'ITULO I !U,DANI 1. Na Natu tura rale leza za de de la Empr Empres esa. a.
Nombre de la empresa KUYDANI
Ubicación Pasaje Ferrocarril 261 – Bolivar Alo – !"imboe
5/P6 $ $MP7$2+
e acuerdo a su forma (ur*dica) 2ociedad 3omercial de 7esponsabilidad Limiada 2#7#L# esa empresa perenece a unos 8 socios con partcipación por igual) conando con un 9erene 9eneral !ue represenará a la empresa# e acuerdo a su amao: Microempresa) esa empresa posee ; raba(adores y son de propiedad indi"idual# indi"idual#
'OL-TICAS DE LA EM'RESA =igiene y seguridad en el proceso# Manenimieno de insumos de calidad# 5raba(o en e!uipo# Manuención contn-a de má!uinas y herramienas# 3onrol contnuo en la manipulación de alimenos# 3umplimieno de las asignaciones del personal#
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OR$ANI$RAMA ESTRUCTURAL ESTRUCTURAL
9$7$<3/+
36<5+B/L/+
$L/@$7A 7E=% L69/25/3+
L69D25/3+
+5$<3/C< +L 3L/$<5$ % 36M$73/+L
363/<+
. A!"l A!"l#s #s#s #s del del $er $er%a %ad& d&..
#ipos de prod$cos % servicios& Prod$cos '%o servicios o(recidos ac$almene) *(rece a s$ disin+$ida !lienela, vena de dieas sal$dables a domicilio& -ariedad plaillos sal$dables
.en/s variados balanceados, proe0na, carbo"idraos, verd$ras ' (r$as&
nac n$riivos&
3a se+menación del mercado& 3a se+menación del mercado iene variables el c$al de(inen a $na empresa, en el caso de la panader0a, la variable de esa es !ond$c$al& !ond$c$al) (rec$encia de $so del prod$co, b/s4$eda del bene(icio, nivel de (idelidad, aci$d "acia el prod$co&
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'. D#re%% D#re%%#&! #&!am# am#e!t e!t& & Estr Estrat( at()#% )#%& &
.isión K$'dani brinda comida sal$dable deliver' como alernaiva de la mejora de la sal$d en !"imboe, $ili5ando prod$cos na$rales de n$esra re+ión c$mpliendo alos esndares de calidad&
-isión
2er l*deres y referenes referenes en las alernat"as de cuidado y buena alimenación deli"ery en 7egión#
-alores corporaivos&
1#F PG<5G+L/+: $nregar a la hora asignada el produco) para as* ganar la conHanza y acepación plena a la satsfacción del cliene e,erno e inerno# 0#F =6<$25/+: 3ualidad humana !ue permie hablar con sinceridad y ransparencia) de acuerdo con los "alores de "erdad y (ustcia# >#F >#F P76G3562 A 2$7@/3/62 $ 3+L/+: Iueremos ser la opción n-mero uno del cliene) buscamos la conformidad y satsfacción oal del cliene con nuesros ser"icios en odos sus aspecos) as* como ambién con nuesros producos de e,celene calidad) frescos y saludables en óptmas condiciones higiénicas para as* lograr !ue el p-blico se identH!ue con nuesra marca# ?#F 36MP76M/26: Palabra dada a nuesros clienes de !ue endrá un ser"icio de calidad y !ue d*a a d*a aceparemos los reos) buscando siempre de superarnos de la me(or manera# J#F $E3$L$<3/+: 3on(uno de práctcas sobresalienes en la gestón de una organización y el logro de resulados basados en un profundo sentdo de liderazgo y la capacidad de rein"enarnos como empresa# #F /<<6@+3/C<: $,ige la conciencia y el e!uilibrio para con"ertr las ideas y conocimienos en produco) procesos y ser"icios nue"os o me(orados !ue al inroducirlos en el mercado ese lo reconozca y "alore#
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$n esa esa secció sección n analiz analizar aremo emoss el enorn enorno o inern inerno o y e,ern e,erno o de la organi organiza zació ción n Kuyda Kuydani# ni# e esa esa forma forma)) en el anális análisis is ine inerno rno ident identHca Hcarem remos os las .ora .oralez lezas as y ebilidades y en el análisis e,erno identHcaremos las 6porunidades y +menazas# $n con(uno) esos ? facores componen el .6+# +simismo) incluiremos las siguienes herramienas para e"aluar la "iabilidad esa iniciat"a de negocio: Mariz P$25$ +M6./5= Mariz $./ Mariz $.$ Mariz de PerHl 3ompett"o &MP3' 3inco .uerzas de Porer Mariz de $sraegias Mariz de $sraegias Ponderado
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*..
A!"l#s#s I! I!ter!&
-ORTALEAS / 1# Personal caliHcado#
DEBILIDADES 0 D 1# Poca e,periencia en el mercado#
0# +lo +lo grado de habili habilidades dades écni écnicas cas del del personal# personal# 0# Poca Poca consoli consolidaci dación ón de la marca# marca# ># 3hef e,perimenado# ?# 6ptmización de fruos de emporada# J# Ba(os cosos de insumos# # @ariedad de platllos# 8# Buena presenación del produco# ;# Gnidades de reparo propio# # $,celene relación con pro"eedores# 1# Publicidad en redes
># iHculad en la creación de una culura de alimenación sana y saludable en la población# ?# Los precios no son accesibles) lo !ue genera !ue los clienes eli(an oro tpo de comida# J# @olatlidad de la preferencia de los consumidores# #
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*.'.
A!"l#s#s Eter!&
O,ORTUNIDADES / O
A$ENAAS / A
1# +lo *ndice de población con obesidad !ue re!uiere alimenación saludable#
1# /ngreso de nue"os competdores#
0# isponibilidad de dos mercados de mayorisas de producos "egeales "egeales en la localidad &La Perla y $l Progreso'#
0# Pérdida del poder ad!uisit"o de la población#
># +lianzas esraégicas con empresas !ue re!uieran re!uieran el ser"icio#
># 3arencia de inerés por pare de los consumidores consumidores poenciales debido a la cosumbre de comer en casa#
?# Poca compeencia#
?# $scases de producos esenciales
J# 3recimieno del n-mero de personas !ue buscan me(orar su alimenación# # Orea geográHca pe!uea !ue permie rapidez en la enrega al usuario Hnal# 8# 2unarp pone a disposición proceso rápido para la creación de una empresa en menos de 0? horas# ;# +la disponibilidad de producos marinos por ser una localidad poruaria# # 3ampaas de 2alud y alimenación !ue promociona del esado# 1# +cceso a la ecnolog*a#
J# $le"ación de precio de insumos# # /mpaco del cambio climátco# 8# Masi"a preferencia de comida rápida ;# 3ongestonamieno "ehicular en zonas de coberura# # /nesabilidad de las redes elefónicas e inerne
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*.*.
A!"l#s#s A$ A$O-2IT
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*.3. *.3.
$ATR $A TRI I CINC CINCO O -UE -UER RAS AS DE ,ORT ,ORTER ER
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*.4. *. 4.
$atr $a tr#z #z de E5al E5alua ua%# %#+! +! de -a%t -a%t&r &r I!te I!ter! r!&s &s
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*.6. *. 6.
$atr $a tr#z #z de de E5al E5alua ua%# %#+! +! de de -a%t -a%t&r &res es Et Eter er!& !&s s 7E-E 7E-E88
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*.9. *.9.
$atr $a tr#z #z de ,er ,er#l #l C&mp C&mpet et#t #t#5 #5& &
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*.;.
$atr#z Estrat()#%&
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*.1< *. 1<.. $a $atr tr#z #z Estr Estrat at() ()#% #%a: a: ,&!de ,&!dera rad& d&
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FACTORES CR-TICOS DE /0ITO
'eo 7
Cali12a 12a2i34 Re5l6ado 'o4derado 8* a 9:
FORTALE#AS Ima+en corporaiva& Personal con conocimienos de la acividad de la empresa& A+resividad A+resividad para en(renar en(renar la compeencia& compeencia& In(raesr$c$ra adec$ada a las necesidades de la empresa& Posicionamieno de prod$cos en el mercado con calidad& 3ealad ' sais(acción del cliene&
DEBILIDADES
# #; #1 #8 #; #11
? > ? > > ?
#0? #0J #>; #01 #0J #?>
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D. E=TERNO D..1 ,ESTE TENDENCIAS ,OLITICO0LEGALES ,OLITICO0LEGALES
TENDENCIA
-UENTE
I$,ACTO EN CLIENTES>,ROVEEDOR
I$, I$ ,AC ACTO TO EN EN E$,RE E$,RESA SA
A$EN A$ ENA AA> A>O, O,OR ORTU TUNI NIDA DAD D
.=;ico es el 4$ino impo impor rad ador or m$nd m$ndia iall de prod$cos con esa clasi(icación en el 2>1>& As0 As0 como como es el erce ercer r comp compra rado dorr de Papr Papri ia a a
In(ormación re+is re+israd rada a por la UNA# @$perinendencia Nacional de
!lien lienes e;i+ e;i+e en 4$e 4$e el prod$co en+a cer eri(ic i(icac acio ione nes s sobr sobre e inoc inoc$i $ida dad d del del prod prod$c $co o)) e+isro aniario, !er !eri( i(ic icad ado o 3ibr 3ibre e ven vena, a,
Cene enera $na $na -en enaja aja compei compeiiva, iva, para crecer crecer en el mercado&
*por$nidad
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CLIENTES>,ROVEEDOR
E$,RESA
.a'or n/mero de compe co mpeid idore ores s a rav= s de las redes sociales
F*B7
Perdida de (idelidad por el cliene
Perdidas económicas
!ompeidores innovadores
F*B7
.a'or empoderamieno del cliene
P=rdi =rdid da del poder de ne+ociación
Incre ncrem men eno el $so de redes social sociales es para para el cons$mo de prod$cos
F*B7
!lienes (amiliari5ados con el prod$co o(recido
!onocimieno plen pleno o de las las e;i+encias e;i+encias de los clienes
.a'or .a'or acceso acceso a mercados n$evos
F*B7
!lienes con ma'or o(era de prod$cos di(erenciados
.a'or renabilidad
A.7NAA
*P*#UNIDAD
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.ari5 de 7val$ación de los Facores 7;ernos @7F7
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A!"l#s#s de resultad&s. De ac$e ac$erdo rdo a la eval$ eval$aci ación ón "ec"a "ec"a por por la .ari .ari5 5 de 7val$ 7val$aci ación ón de Faco Facores res 7;ernos 7;ernos en K$'dani, aplicando s$s opor$nidades opor$nidades ' amena5as amena5as para el desarrollo de la .ari5 7F7& Nos dio 4$e el res$lado ponderado es 2&>2& A lo 4$e indica indica 4$e K$'dani K$'dani es en $na posición posición e;erna e;erna ($ere& ($ere&
Noando 4$e el (acor ms imporane 4$e a(eca a la empresa es la elevación de cosos ' escase5 de prod$cos esenciales, como se9ala s$ peso de >&1>