caso practico- marketing
DESCRIPTION
markTRANSCRIPT
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La EmpresaPELUSSO con el
eslogan deEXPRESA CON
AMOR, UN
SENTIMIENTONICO
DATOS DELA
EMPRESA:
UBICACIN:ENTRE AV.
MANCOCAPAC Y JR.ASAMBLEA.
TELEFONO:327118.
PGINA WEB:EXPRESA CON
AMOR UNSENTIMIENTOUNICO.
POR QULA
CREACINDE ESTENEGOCIO?
ALARCON CA!UANA J"#$$%.ALLCCA!UAMN TORRES I&'($(.
CRIALES BETALLELU) R#*($(.OROSCO GON)ALES W+$,(&%.
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MACRO ENTORNO O ENTORNO ENERAL
!ARIA"LES ECON#MICA
P"I $ ACTI!I%A%ECONOMICA %E A&ACUC'O
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ESTA"LECIMIENTOS CENSA%OS SEUNACTI!I%A% ECONOMICA
(UENTE) INEI
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M&PES REISTRA%AS
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INRESO %E LA (AMILIA PERC*PITA+
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!ARIA"LES POLITICOS LEALES+
NORMATI!I%A% M&PE+
L+% ,+ P-##/'0$ ,+ &( C#+''',(, F#-(&'4(/'0$ % 5+6(--#&,+ &( M'/-# % P++9( E-+6( % ,+& A//+6# (& E&+# 5+/+$+L+% MYPE.
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PO%ER %ENEOCIACI#N%E LOS
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L#6 /&'+$+6 ,+(&&'6(6 '#$+$ &(6 /#$,'/'#$+6,+ /#-( %( + ( +& &&+=($ /"(6 #+-(6,+ -#,/#6 66'#6.
PO%ER %ENEOCIACI#N %E
CLIENTES
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REALI%A% ENTRE LOSCOMPETI%ORES
ACTUALES
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(O%A
(ORTALE.AS) En/0s1asmo de los prop1e/ar1os
para e2ec0/ar 3s/e pro4ec/o 50econs/1/04e s0 pr1meremprend1m1en/o+
Poseer la capac1dad 4 losconom1en/os 67s1cos para lacreac18n de 0n negoc1o+
OPORTUNI%A%ES) La demanda es/a en
cons/an/ecrec1m1en/o+ Cal1dad de prod0c/o
4 ser91c1ocompe/1/19o+
O:recer prec1oscompe/1/19os+
%E"ILI%A%ES) Rec0rsos 4 capac1dades
l1m1/adas+ Se re501eren grandes
es:0er;os de Marper1enc1a en elsec/or+
Inseg0r1dad 20r1d1ca 4cam61os en laleg1slac1on 50ea:ec/an en el negoc1o+
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MISI#N RE!ISA%AMISI#N+
S##6 $( +-+6( @#+$ ,+,'/(,( ( &( V+$( ,+
P+&/"+6 % 5+(&&+6 P+-6#$(&'4(,#6 #-+/+#6$ 6+-'/'# ,+ &( ?6 (&( /(&',(, +$ +& +$# (-((+&&( #/(6'0$ +6+/'(& +$ +& (+-'(&
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POL-TICAS
%E LAEMPRESA+
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ESTRATEIA %E POSICI#N COMPETITI!AESPECIALISTA+
Principio de !uerrilla "o #!(&&(- $ 6+=+$# ,+&
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ESTRATEIA ENRICA O ENERALESESTRATIA EN(OBUE+
O-+/+- -#,/#6 $# 60 ,+-'+-( /(&',(, % '$#6 (/(>(,#66'$# (>'$ -#,/#6 $#+,#6#6+ 6+ +,($ '$+=-(- ( $-+=(.
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S+D+ a S+F+
S+FG+ a S+H+
S+HG+ a S+G+
S+GG+ a S+F+
LI5ERA)GO EN COSTOS
PRECIOBARATO
PRECIO
PROME5IOS2;.;;
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CAROS;;.;;
ENFOUE
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ESTRATEIA COMPETITI!A
http://www.tallos.com.pe/tienda/index.php?ver_opt=lis_producto&idfiltro=7&f=2http://www.tallos.com.pe/tienda/index.php?ver_opt=lis_producto&idfiltro=10&f=2http://www.tallos.com.pe/tienda/index.php?ver_opt=lis_producto&idfiltro=4&f=2http://www.tallos.com.pe/tienda/index.php?ver_opt=lis_producto&idfiltro=9&f=2http://www.tallos.com.pe/tienda/index.php?ver_opt=lis_producto&idfiltro=9&f=2http://www.tallos.com.pe/tienda/index.php?ver_opt=lis_producto&idfiltro=4&f=2http://www.tallos.com.pe/tienda/index.php?ver_opt=lis_producto&idfiltro=10&f=2http://www.tallos.com.pe/tienda/index.php?ver_opt=lis_producto&idfiltro=7&f=2 -
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ESTRATEIA COMPETITI!AMATRI. PRO%UCTO$MERCA%O+
G+PENETRACI#N EN EL MERCA%O)
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OSITO
OSITO
OSITOCONEJO
GATITO
D+ %ESARROLLO %E PRO%UCTOS
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+ %ESARROLLO %E MERCA%OS)
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F+D+ %I!ERSI(ICACI#N NO RELACIONA%A+
L( 6(&, +6 &( -+#/(/'0$ -'$/'(& ,+ +6( +-+6( +$-+ 66 +(6 6+ +$/+$-( >-'$,(- $(+*/+&+$+ /(&',(, +$ -#,/#6 % 6+-'/'#.A6''6# +6+ &=(- -++$,+ /#&(>#-(- /#$ +& #-(&+/''+$# ,+ &( 6(&, ,+ &(6 +-6#$(6 % >-'$,(--+/+(6 -+$#(,(6 (-( (,+/''+$#6 + +,($ 6-'- &(6 +-6#$(6.
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F+ %I!ERSI(ICACI#N)
F+G+ %I!ERSI(ICACI#N RELACIONA%A+
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ESTRATEIA %E INTERACI#N
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ESTRATE-A %E CARTERA
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%EMAN%A POTENCIAL O MERCA%OPOTENCIAL
(ACTOR SEMENTACI#N J(+SK)
EDAD INGRESOS REFERENCIAS
18-2526-!
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PO"LACI#N SEMENTA%A JP+SK)
PO"LACI#N 'UAMANA ) D, DH5ISTRITO 5E AYACUC!O : 1Q;
5ISTRITO 5E SAN JUAN BAUTISTA : 8 77;5ISTRITO 5E JESUS NA)ARENO : 17 QQ35ISTRITO 5E CARMEN ALTO : 2; QQ15ISTRITO 5E AN5RES A. A CACERES : 21 2 2;;2Q
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DEMANDA O$JETI%O O MERCADOO$JETI%O O DEMANDA META O
MERCADO METAPARTICIPACI#N EN EL MERCA%O$ EMPRESAS RECONOCI%AS)
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EMPRESAS NO RECONOCI%AS ENLA CIU%A% %E A&ACUC'O)
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SEMENTACI#N %E MERCA%OS
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!ARIA"LE %EM#RA(ICA+
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G
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NI%EL DE INSTRUCCIN
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D
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!ARIA"LE PSICOR*(ICA+
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ESTILOS DE%IDA
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MARETIN MIX
EL PRO%UCTO
IMAGEN CORPORATI%A'
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R+=(&(- $+&/"+ (
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SER!ICIO
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!+/"#6 /#$(+-'(&
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EL PRECIO
ESTRUCTURA DE COSTOS
COSTOS FIJOS SG,+-LU+) AGUA) TELEFONO E INTERNETS,55!'!!
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COSTOS %ARIA$LES SG,F+
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TOTAL SD,F+COSTO DE PRODUCCIN S,+GASTOS DE %ENTAS SD,+GASTOS DE ADMINISTRACIN SD,+GASTOS FINANCIEROS SG,+TOTAL SGG,+COSTO TOTAL SGF,D+N DE UNIDADES DE PRODUCCIN DCOSTO UNITARIO +GD
MARGEN DE UTILIDAD .!/2'85
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PLA.A O %ISTRI"UCI#N
(a6r
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LOCAL %E COMPRA
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LA PROMOCI#N %E !ENTA+< P+&66# (-( '$/-++$(- 66 +$(6 %
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LA PU$LICIDAD'
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PROMOCI#N
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SELECCINDE MEDIOS
DE SOPORTE'
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RELACIONESP"LICAS+
P+&66# >6/( /#$'6(- +& +-/(,# $(/'#$(&. M+6-( +& ,+6+# ,+ 6+='- /-+/'+$,#. 5(- (%#- /+$-(&'4(/'0$ ( &( (-/(.
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SER!ICIO &ATENCI#N
ALCLIENTE
"ENE(ICIO "RUTO+
PRO%UCTO
ENRICO+
PRO%UCTO
%ESEA%O+
PRO%UCTO
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SER!ICIOS
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SER!ICIOS
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SER!ICIOS %EAPO&O+