Plan de Mercadotecnia LATAM

UNIVERSIDAD RICARDO PALMA

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FACULTAD DE INGENIERiA ESCUELA PROFESIONAL DE INGENIERIA INDUSTRIAL

PLAN DE MARKETING LATAM AIRLINES CURSO: Mercadotecnia

PROFESOR: Ing. Evangelista Yzaguirre, Yzaguirre , Luis

INTEGRANTES: Valdivia Valdiv ia Toledo Katissa Soto Cancino, Josue Valencia Montoya Franco Fernndez !eategui Milagros "alo#ino Vargas Mac$uca "edro ,

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,

,

INDICE

1 PLAN DE MARKETING DE LATAM AIRLINES INDICE............................. INDICE................................................. ........................................ ....................................... ............................................ ......................... 1 1. DESCRIPCI DESCRIPCIÓN ÓN DE LA EMPRESA.. EMPRESA....... .......... .......... ......... ......... .......... ........... ................ ..................... ..................... ............ 2 2. MISIÓN MISIÓN DE NEGOCIOS.. NEGOCIOS....... .......... .......... .......... .......... .......... .......... ......... ......... .......... .......... .......... .......... .......... ........... ............ ......3 3 3. ANÁLISIS ANÁLISIS DE LA SITUACI SITUACIÓN.... ÓN......... .......... .......... .......... .......... .......... .......... .......... .......... .......... .......... .......... .......... .......... ....... 4 a) ANÁLISIS ANÁLISIS DE LA INDUSTRI INDUSTRIA.... A......... .......... .......... .......... .......... .......... ......... ............... ..................... ..................... ............. 4 TENDENCIAS................... TENDENCIAS....................................... ........................................ .......................................................... ...................................... 4 COMPETIDORES................... COMPETIDORES...................................... ....................................... .................................................. .................................. ....  PERFIL DEL CONSUMIDOR...................... CONSUMIDOR......................................... ....................................... .................................... ................ ! TECNOLOG"A.............. TECNOLOG"A.................................. ........................................ ....................................... ......................................... ...................... 1# FORT FORTALE$AS......................... ALE$AS............................................ ....................................... ....................................... ............................... ............ 1 3 DE%ILIDADES..............................................................................................13 DE%ILIDADES..............................................................................................1 3 AMENA$AS.................... AMENA$AS........................................ ........................................ ....................................... ...................................... ................... 1 3 OPORTUNIDADES........................................................................................14 OPORTUNIDADES........................................................................................1 4 4. O%&ETI'O O%&ETI'O DEL MARKETI MARKETING... NG....... ......... .......... .......... .......... .......... .......... .......... .......... .......... .......... .......... .......... .......... .......1 ..1  a) P(a *+ ,*+(-a/,*+(-a/-0 0 *+ /(-++s. /(-++s...... ......... ......... .......... .......... .......... .......... .......... .......... .......... .......... ............. .......... 1 ) I+s-5 I+s-5+s +s *+ a(5 6+(5.... 6+(5......... .......... .......... .......... .......... .......... .......... ......... ......... .......... .......... .......... ...............1 ..........17 7 /) R+s85sa +s85sa-(-* -(-*a* a* -+ a+-a a+-a*a.... *a........ ......... .......... .......... .......... .......... .......... .......... ......... .......... ...............1 .........17 7 *) R+5(6/-0 +5(6/-0 a9 a9+a.... +a......... ......... ......... .......... .......... .......... .......... .......... .......... .......... .......... .......... ................ ..................... ............ 17

1. DES ESC CRI RIP PCIÓ IÓN N DE DE LA EMPRESA

2 PLAN DE MARKETING DE LATAM AIRLINES

LATAM A-(-+s G568 +s +( 5+ *+( /5s5/-5 a+5/5+/-a( ;5a*5 85 (a ;6s-0 ++ (a a+5(<+a /=-(+a LAN A-(-+s > (a as-(+?a TAM L<+as A9+as. P5 s6 aa?5 + @5a > 8asa+5sB +s (a /58a? (a *9/-a s ga*+ a -+( 6*-a(. A/6a(++ aas s5 +/55/-*as > 8+-a*as 85 s+ (as +5+s a+5(<+as *+ S6*a9-/a s+g +( +s6*-5 5(* A-(-+ S6+>B +s5 a6/-a*5 + (5s 8+-5s Fa556g= 2#14. T-++ s6 s+*+ + (a /56a *+ Las C5*+sB + Sa-ag5 C=-(+) > -++ /55 8-/-8a( a//-5-sa a (a ;a-(-a C6+5. LATAM A-(-+s G568 ;6+ a6/-a*a +( 13 *+ ag5s5 *+ 2#1#B /6a*5 aas /58a? SH5 Pa6(5. La ;6s-0 s+ /5/+0 ,a(++ +( 22 *+ 6-5 *+ 2#12. La ;6s-0 8+-- 6 a>5 *+sa5((5 *+ +/55 ++,/-a a s6s 6s6a-5s a( 85*+ a6+a +( +5 *+ 6+(5s *-s85-(+sB +s8+a*5 6+ s+ 85*6/a 6a s-+g-a 6+ ++g6+ 6-(-*a*+s s68+-5+s a (5s 4## -((5+s *+ *0(a+s. Es+ s-s+a +s s--(a a (5 5/6-*5 /5 (a ;6s-0 6+ *-5 5-g+ a A- Fa/+KLMB (a 8-/-8a( /58a?

2. MISIÓN DE NEGOCIOS Misión de Negocios: “Trns!or"#os s$e%os en"regndo &o #e'or de noso"ros !r &ogrr & !re(erenci de &os c&ien"es ) co#$niddes* cons"r$)endo $n e#!res s$s"en"+&e donde nos encn"e "r+'r, -Có#o &o conseg$ir./ D+-*5 a s6 85s-/-0 +sa9g-/a + (a +g-0B (5s (-8(+s +/a*5s + (5s 6+ a/a > (a /a(-*a* *+ s6s /5(a5a*5+sB +( G685 8(a+a a(/aa +s+ 5+-5 + (5s 80J-5s a?5s. Paa 5-+a > s6s+a +s+ /+/--+5B +( a?5 8asa*5 s+ *+,-+5 /-/5 8-(a+s +sa9g-/5s: ;5a(+a 5ga-a/-5a(B g+s-0 *+ -+sg5sB (-*+ag5 + (a +* *+ *+s-5s 6+ 5;+/+5sB +J8+-+/-a *+( /(-++ > (-*+ag5 *+ a/a > /58+---*a* *+ /5s5s. C5 +( 5+-5 *+ /+a 6a +s6/6a 8aa (a 86+sa + 8/-/a *+ (a +sa+g-aB +( G685 a-9 (a0 +( C0*-g5 *+ C5*6/a LATAMB > *+,-0 s6s ;5/5s *+ s5s+--(-*a*.

En res$#en son cinco Pi&res dis"ri+$idos de & sig$ien"e #ner:

es"r"0gicos

)

1. Los !i&res de (or"&e1 orgni1cion& ) de ges"ión de riesgos s+ +/6+a + (a as+ *+( *+sa5((5 *+ +s+ /565 +sa9g-/5. Paa LATAM A-(-+s G568B +( /55/--+5 /(a5 *+ (5s 5+-5s > (as +as *+ /a*a +a 85 8a+ *+ s6s /5(a5a*5+sB as< /55 (a /a8a/-*a* *+ -*+-,/a > a*--sa (5s -+sg5sB ;5a 8a+ *+ 5*a (a 58+a/-0. C58a- (5s -s5s a(5+s > (a -s-0 *+( +g5/-5 +s 6a /5*-/-0 +/+sa-a 8aa +( /585-s5 *+ (5s +6-85s + 55 a 6 -s5 5+-5 +sa9g-/5. 2. Los o"ros "res !i&res s+ +(a/-5a *-+/a++ /5 +( +g5/-5. E& &ider1go de ne"2or3 *++-a +( ;5a(+/--+5 *+ (a +* *+ *+s-5sB /5 s *+s-5s > +5+s /5+J-5+sB a 8+/-5s /58+--5s. E& !i&r de & e4!erienci de& c&ien"e )


e& &ider1go *+ a/a 8+9 8585/-5a s+-/-5s /a*a + s aa/-5sB /5 +( , *+ gaa-a 6a +J8+-+/-a *+ -a+ *-;++/-a*a > *+ /a(-*a*. L co#!e"i"i5idd de cos"os a(5-a (a /6(6a *+ (a +,/-+/-a 58+a/-5a( *+ (as +8+sas 6+ ;5a 8a+ *+ LATAM A-(-+s G568.

3. ANÁLISIS DE LA SITUACIÓN 6 AN7LISIS DE LA INDUSTRIA TENDENCIAS La +*+/-a *+ LATAM +s +5a +( s+-/-5 *+ s6s /(-++B 85 +((5 s+ asa + s6s /0*-g5s *+ /5*6/aB + (a (+g-s(a/-0 *+ (5s +/a*5s *5*+ 58+a > + +( Ma6a( *+( Pasa+5B 6 *5/6+5 6+ -;5a a/+/a *+ (5s *++/=5s > *+++s *+ (5s 6s6a-5s. E 2#13B s+ --/-0 6 +s6*-5 8aa ++*+ +( 8+,( *+ (5s 8asa+5sB a*5s+ +as /55 (a 5-a/-0 > (a +J8+/a-a *+ (5s /(-++sB 8aa 6+ (a /58a? 6a 8a+ -85a+ *+ (5s 5+-5s +sa9g-/5s *+ (a /58a? +5a (a +,/-+/-a + +( /5s65 *+ /56s-(+.

S"is(cción de A&"o Ni5e&

 PLAN DE MARKETING DE LATAM AIRLINES

COMPETIDORES LATAM -++ /55 5+-5 +sa ++ (as +s +5+s a+5(<+as *+( 6*5B 85 +((5 +s +/+sa-5 sa+ 6-9+s s5 (as +s +5+s: A-wa>sB S-ga85+ A-(-+s > Ca=a> Pa/-,/ A-wa>sB + +s+ 5*+B s5 (as +s +5+s a+5(<+as *+( 6*5 + 2#1B *+ a/6+*5 /5 (a 27 +*-/-0 *+ T=+ 5(* A-(-+s Awa*B (5s 8+-5s a (a +J/+(+/-a 6+ ++ga 5*5s (5s a?5s (a +8+sa *+ -+s-ga/-0 *+ (a a-a/-0 /--( S>TaJB > 6+ s+ asa + +/6+sas *+ 58--0 a 1!B -((5+s *+ -a+5s *+ 5*5 +( 6*5. A /5-6a/-0 s+ (as *+s/-- 8aa sa+ 69 (as *-;++/-a *+ s6s /58+-*5+s. •

8"r Air2)s9 M-+5 *+ (a a(-aa O+5(* > 6-/a*a + (5s *5s (-5s a?5s /55 +5 *5s + +( a-gB aa +/68+0 +( 8-+ 86+s5. Esa /58a?5 /+5 *+ 58+a/-5+s +s + D5=aB /a8-a( *+ aaB s+ =a *+sa/a*5 85 s6 8-*a +J8as-0 6+ a(/aa s *+ 14# *+s-5s + 5*5 +( 6*5 s+ +s-a 6 /+/--+5 *+( 3#Q a6a(B s6 5*+a @5a > (a +J/+(+/-a *+ s6 s+-/-5. O8+a + Ag+-a *+s*+ 2#1#B /5 6+(5s %6+5s A-+sD5=a 

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Sing!ore Air&ines9 P5*6/5 *+ /a(-*a*B +J/+(+/-a + +( s+-/-5 + -5a/-0 s5 (5s /5/+85s 6+ *+,+ a +sa a+5(<+a /-/5 +s+((as 6+ a/-0 + 12 > -++ ;6++ 8+s+/-a + As-a > +( Pa/<,/5. C5 +( 5+-5 *+ a++ 6a @5a 5+B +6+a /5sa+++ s6s a+5a+s. F6+ 6a *+ (as 8-+as /58a? S6-+s +sas (-asB +*a*+as =a-a/-5+s /5 /aa). Ga0 +( 8-+ 86+s5 + (a /a+g5
 PLAN DE MARKETING DE LATAM AIRLINES

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C") Pci;c Air2)s9 C5 as+ + 5g K5gB +sa /58a? (a +5*+(a/-0 +/-++ *+ s6s /a-as. O65 +( 8-+ 86+s5 + (a /a+g5
Ga/-as a s6s a-65s *-;++/-a*5+s + s+-/-5 > @5aB LATAM A-(-+sB =a (5ga*5 85s-/-5as+ +J-5sa++ + +( +/a*5 a5 a/-5a( /55 -+a/-5a(. Es 85 +((5 6+ *-;++/-a (as 6asB 8aa (6+g5 s+?a(a s6s 55s /58+-*5+s. LATAM /6+a /5 3 -85s *+ 6as: •

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R$"s de &rgo &cnce: a/-a N5+a9-/aB E658a > Pa/-,/5 S6. R$"s region&es: S5 a6+((5s s+-/-5s +a(-a*5s *+5 *+ S6*a9-/a. R$"s do#0s"ics: S5 a6+((5s s+-/-5s +a(-a*5s *+5 *+( 8a
D+ a/6+*5 /5 (5 s+?a(a*5 a+-5++B 85*+5s +/5a (5s s-g6-++s /58+-*5+s 8aa LATAMB *+8+*-+*5 *+( -85 *+ 6a 6+ s+ +a(-/+:

! PLAN DE MARKETING DE LATAM AIRLINES

Co#!e"enci
R6as a N5+a9-/a:  A+-/a A-(-+s  D+(a

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R6as a E658a:  I+-a  A- Fa/+KLM

Co#!e"enci
Co#!e"enci A-(-+s  P-/-8a( A-(-+s PAL)

PERFIL DEL CONSUMIDOR L5s /(-++s 6s/a (a 866a(-*a* + (5s 6+(5sB 8+/-5s a5a(+s > (5s +5+s s+-/-5s 8+sa*5s + +( a+586+5. E 2#13B 85 ++8(5B *+-*5 a +/(a5s *+ 8asa+5s + /6a5 a aas5s + (5s 6+(5s *59s-/5s + %as-(B LATAM *+sa5((0 6 85>+/5 *+ 866a(-*a* + (5s a+586+5s *+ G6a6(=5sB C5g5=as a5s + SH5 Pa6(5)B %as-(-a D-s-5 F+*+a() > Ga(+H5 R<5 *+ &a+-5). La --/-a-aB 6+ -5(6/0 a 14 8+s5as > 6++ (<*++s *+ (a +8+sa + 2 ;55s *+ aa5B +50 (a 866a(-*a* *+ (5s 6+(5s *6a+ +( a?5. E +( 2#13B +( 85/+a+ *+ aas5s a (a ((+ga*a + 2#13 8aa 6+(5s /55s *+(

 PLAN DE MARKETING DE LATAM AIRLINES

G685 LATAM A-(-+s 8+s+0 6a +5a *+ s *+ 2B 865s +s8+/5 a( a?5 2#12B -86(sa*a 85 (as 58+a/-5+s a5 *+ LAN /55 *+ TAM. E 6+(5s (ag5s +( 85/+a+ *+ aas5s 8+s+0 6 (++ a6+5 *+ #B 865sB *+-*5 a 85(+as /5 (a 6+a @5a *+ (ag5 a(/a/+. LATAM -*+ (a sa-s;a//-0 *+ s6s 8asa+5s 6-(-a*5 (a +5*5(5g /a(-*a* *+ (a a+/-0). A*-/-5a(++ s+ +a(-a +/6+sas *+ sa-s;a//-0 8aa (5s 85gaas *+ 8asa+5s ;+/6++s LANPASS > TAM F-*+(-*a*+) > + (5s *-;+++s 865s *+ /5a/5.

Pro#edio de P$n"$&idd de & Aero&=ne LAN

Todo &o >$e s$cede de"r.s de cd $no de &os 5$e&os LAN
1# PLAN DE MARKETING DE LATAM AIRLINES

TECNOLOG?A


Conectividad

La /5+/--*a* +s 6 +a 6+ s+ *+sa/a + (a 8586+sa *+ a(5 *+ LATAM A-(-+s G568. LATAM A-(-+s G568 +a(-0 6a -+s-0 *+ USV 1## -((5+s + 85>+/5s *+ +/5(5g (as a+as *+ s6s aaa*5+s. La 5;+a *+ 6+5s s-s+as > a8(-/a/-5+s -++ /55 5+-5 8585/-5a 6a +J8+-+/-a s 8-*aB /5 +5+s +s8+as + a+586+5sB +5s -+85 *+ /5+J-0B /5 s 58/-5+s *+ +++--+5 a 5*5B > 6a +5 -;5a/-0 + /as5 *+ 6a /5-g+/-a. E+ (as 5+*a*+s (a /58a? -*+5s + s6s 858-5s sa8=5+sB a(+s > (a858s. E( 5+-5 +s 6+ (5s 8asa+5s 86+*a a+*+s+ *+ a+a s-8(+B as8a++ > /5 5a( -*+8+*+/-a. Las -+s-5+s + /5+/--*a* +a(-a*as 85 (as +8+sas *+( g685B /5s-*+a a-9 +/5(5g 58--a (as a+as *+ s6s aaa*5+s /5 +( , *+ /5-6- a (a +J/+(+/-a + +( s+-/-5 6+ /a*a 65 *+ +((5s ++ga *-+/a 5 -*-+/a++ a (5s 8asa+5s. La /58a?+/5s 8aa -8(++aB a a9s *+ a(+s /5 s5;wa+s +s8+/-a(++ *-s+?a*5sB 8aa (a g+s-0 *+ (a -;5a/-0 > 58+a/-0 *+ (5s &+;+s *+ T-86(a/-0B (5s P-(55s > (as %as+s *+ Ma+--+5. Es5 8+-- +*6/- -+85s *+ 85/+sa-+5 *+ *a5sB /5s5sB +/6s5sB > a6+a (5s <*-/+s *+ s+g6-*a* > +;+/--*a* *+ (as 58+a/-5+s + -+a > + 6+(5. Paa 8+;+//-5a (a a+/-0 a (5s /(-++s *+ (as 6-*a*+s *+ /aga *+( G685B +s s-+*5 *+sa5((a*5 6 8(a *+ -+s-5+s + s-s+as 6+ ((+ga a USV 2 -((5+s + s5(6/-5+s *-g-a(+s.


Uso de Dis!osi"i5os Mó5i&es en "odo e& V$e&o

Tecnología de sus aviones

E( 5*+(5 *+ +g5/-5 *+ (a /58a?5 +*--+5 > 6+B a*+sB /5-6>a /5 (a /a(-*a* *+( a-+ > (a +*6//-0 *+( -+( *+ 6-*5. E 2#14B LATAM A-(-+s G568 a65 s6 +sa+g-a *+ ++ 6a @5a 5+B /5 6a +*a* 85+*-5 *+ s-++ a?5sB (5 6+ s+ (5g0 ga/-as a (a -/585a/-0 *+ 1 a+5a+s 6+as. E 2#1B s+ -/585a 2! a+5a+s 6+as a (a @5a a/6a(


Energías Alternativas Sostenibles

La /58a?0 (as -+s-ga/-5+s s5+ +/5(5g*5 Ca5 5 D-+/ S6ga CDS) 5 A(/5=5( 5 &+s AT&)B > /5;a as-,/a*5 s6 6s5 > s+ (5g+ 8+/-5s /58+--5s.


FODA La s-g(a FODAB +s 6 a/0s-/5 *+ F5a(+as ;a/5+s /<-/5s 85s--5s /5 (5s 6+ s+ /6+a)B O856-*a*+sB as8+/5s 85s--5s 6+ s+ 86+*+ a85+/=a 6-(-a*5 (as ;5a(+as)B D+-(-*a*+sB ;a/5+s /<-/5s +ga-5s 6+ s+ *++ +(--a 5 +*6/-) > A+aasB as8+/5s +ga-5s +J+5s 6+ 86+*+ -8+*- +( (5g5 *+ (5s 5+-5s). E( a(-s-s FODA +s 6a =+a-+a 6+ 8+-+ /5;5a 6 /6a*5 *+ (a s-6a/-0 a/6a( *+( 5+5 *+ +s6*-5 + +s+ /as5 LATAM) 8+--+*5 *+ +sa a+a 5++ 6 *-ag0s-/5 8+/-s5 6+ 8+-+B + ;6/-0 *+ +((5B 5a *+/-s-5+s a/5*+s /5 (5s 5+-5s > 85(<-/as ;56(a*5s.

FORTALE@AS S5 (as /a8a/-*a*+s +s8+/-a(+s /5 6+ /6+a (a +8+saB > 6+ (+ 8+-+ ++ 6a 85s-/-0 8--(+g-a*a ;++ a (a /58++/-a. Paa LATAMB s6s ;5a(+as +/5a*as s5:  

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EJ8+-+/-a > (-*+ag5 + +( as85+ *+ 8asa+5s A+5(-+a s /5,a(+ + +( +/a*5B 85 (a /a(-*a* *+ s6s s+--/-5s > s+g6-*a* %6+a /5+6a *+ 6+(5sB a>5+s =5a-5sB ;+/6+/-as > *+s-5s D-s85+ *+ (a @5a *+ a-5+s s 5*+a *+ S6*a9-/a

1 PLAN DE MARKETING DE LATAM AIRLINES

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C6+a /5 6+5sas a(-aas 6+ 8+-+ aa/a s *+s-5s -+a/-5a(+s O+5(*B A+-/a A-(-+sB I+ 5(-+) S5(-*+ + +( +55 ,a/-+5B +s /5s-*+a*a 6a +8+sa *+ a5 -+sg5 85 (as /a(-,/a/-5+s *+ R-+sg5 I+a/-5a( E6-8a-+5 *+ +(+/56-/a/-5+s a/5*+ a (as +/+s-*a*+s *+( +g5/-5 EJ8+-+/-a > /55/--+5 +/5(0g-/5 *+ (5s -+ga+s *+( +6-85 *+ -;5-/a

DEILIDADES S5 a6+((5s ;a/5+s 6+ 855/a 6a 85s-/-0 *+s;a5a(+ ;++ a (a /58++/-a. Paa (a LATAM s6s *+-(-*a*+s +/5a*as s5:   

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La a+/-0 a( /(-++ a +s + 85/+s5 *+ +5a %aa /a(-*a* *+ s+-/-5 a (5s 6s6a-5s -+5s *+ (a +8+sa A(a 5a/-0 *+ 8+s5a( *-+/-5 > +s8+/-a(-a*5. L5s s6+(*5s +s8a 85 *+a5 *+ (a +*-a *+( +/a*5 P+/-5s a(5s + /-+as 6as P5/5 /55/--+5 +s8+/-a(-a*5 *+ 85/+s5s > s-s+as *+( +g5/-5 Las /58a?5 s+g6--+5 /5-5 85 +( a( -+85.

AMENA@AS S5 a6+((as s-6a/-5+s 6+ 85-++ *+( +55 > 6+ 86+*+ ((+ga a a+a -/(6s5 /5a (a 8+a+/-a *+ (a 5ga-a/-0. Paa LATAMB s6s a+aas +/5a*as s5:

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C(-a a*+s5 > g+5ga; /a/+(a/-5+s *+ 6+(5s


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P+*-*a *+ 85*+ *+ s+g+a/-0 *+ 8asa+5s 85 (a +a*a *+ /58+-*5+s Ma(as 8/-/as > ;a6*+ 85 8a+ *+ ag+/-as M+5a *+ 85*6/5 ++s+ a +/a*5s /5 85/a /5+/--*a* F(6/6a/-0 + 8+/-5 *+ /56s-(+s. E( 8+/-5 *+( 8+0(+5 -@6>+ *+ a+a -85a+ + (5s +s6(a*5s *+ (as /58a?-as a++as. E +s+ s+-*5 AEROLINEAS LAN /6+a /5 /5a5s *+ /5+6a *+ ,a/-0 + 8+/-5B 6+ (a 85+g+ 8a/-a(+++ *+ +s+ -+sg5 A(a /58+--a*. La +sa+g-a *+ 6+5s /58+-*5+s + +sa -*6s-a s6+(+ s+ ag+s-a + 8+/-5sB (5 6+ ((+a a 6a a(a 5a/-0 *+ +8+sas + 58+a/-0 >B a*+asB a 6a 8+s-5 a (a aa *+ +a-(-*a* *+ +g5/-5s P5(--/a *+ +sa*5 + ++,/-5s *+ /+a a>5 /58++/-a + +( 8a-s P5s-(+s 85(+as *+ s+g6-*a* *+ -;5a/-0B a a+s *+ aa6+s *+ -6s -;5a-/5s

OPORTUNIDADES S5 a6+((5s ;a/5+s 6+ +s6(a 85s--5sB ;a5a(+sB +J8(5a(+sB 6+ s+ *++ *+s/6- + +( +55 + +( 6+ a/a (a +8+saB > 6+ 8+-+ 5++ +aas /58+--as. Paa LATAMB s6s 5856-*a*+s +/5a*as s5: 

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%++,/-5s +J/+8/-5a(+s *+( +/a*5 85 6+5s *+s-5s + +( -+-5 *+( 8a +( 6*5B a85+/=a*5 (a 85s-/-0 8--(+g-a*as *+ LAN AIRLINES + +( +/a*5 S+g6- -/++a*5 (a +a 85 -++ > aa (5s /5s5s *+ (5s s-s+as *+ *-s-6/-0 L(+ga a s+g+5s *+ (a 85(a/-0 6+ +J8+-+a -/++5 + s6 /a8a/-*a*5 a*6-s--a I/++a (a ,*+(-a/-0 a (a a/aB +*-a+ a858-a*5s +s*a+s *+ s+g6-*a* > /a(-*a* *+ s+-/-5 C+/--+5 +/50-/5 *+( 8a +g5/-5s a( -+-5 *+( 8a
1 PLAN DE MARKETING DE LATAM AIRLINES

4. O%&ETI'O DEL MARKETING E( 5+-5 8-/-8a( *+ LATAM +s /5s6- 6 5*+(5 *+ as85+ a9+5 /58+--5 > 5-+a*5 a( s+-/-5 > sa-s;a//-0 *+ (5s /(-++s. S585a*5 85 6 g685 =6a5 85;+s-5a( > /a8a/-a*5 *+ /58aa 6a -sa ,(5s5;
Co#o Prod$c"o E( 5+-5 *+ LATAM P+ /55 6a +8+sa 6+ -*a s+-/-5 +s -/+-a +( 6-s5 -+5 > 855/-5a (5s *-+s5s *+s-5s 6+ 5;+/+ LATAM /5 8+/-5s a//+s-(+s > as< 855+ +( *+sa5((5 6 /5+/-a( + +( P+B a5 6 /5/+85 *+ +a-(-*a* s5s+-(+ 8aa (a /58a?
En"re &os !&nes !r &ogrr es"e o+'e"i5o "ene#os:  P&n de ;de&i1ción de c&ien"es D6a+ +( a?5 2#14B a5 LAN /55 TAM 58+a5 s6s +s8+/-5s 85gaas *+ ,*+(-a/-0 + ;5a -*+8+*-++ XLANPASS > TAM F-*+(-*a*+B +s8+/-a++XB a6 /6a*5 (5s 8asa+5s -s/-5s + a5s 8(a+s 86*-+5 a/66(a > /a+a -(0+5sY865s + /6a(6-+ 6+(5 *+ (a +* a*--sa*a 85 (as *5s a+5(<+as > s6s as5/-a*as. E +( -+a5B s+ /5-60 aaa*5 + (a =55(5ga/-0 *+ +s5s 85gaasB + (<+a /5 +( 85/+s5 *+ a5-a/-0 *+ 58+a/-5+s + 6+ +s /585+-*5 LATAM A-(-+s G568 + 5*as s6s +as. Es as< /55 (5s s5/-5s *+ (as /a+g5a s5 +/55/-*5s *+ ;5a /6a*a a -+( *+ s+-/-5B (5 6+ 85 ++8(5 s-g-,/a 6+ (5s s5/-5s LANPASS 86+*+ =a/+ 68ga*+ as/+s5 *+ /(as+ *+ s+-/-5) + 6+(5s TAM + -g6a( /5sa (5s s5/-5s *+ TAM F-*+(-*a* + 6+(5s LANB a*+s *+ ++ (5s -s5s s+-/-5s *+ a+586+5B ++ 55s aa/+s.

1! PLAN DE MARKETING DE LATAM AIRLINES

+6In5ersiones de &"o 5$e&o E 5/6+ *+( a?5 8asa*5 LATAM P+ -a6g60 s6 6+5 C+5 *+ Is6//-0 T9/-/aB 6+ s-g-,/0 /5 6a -+s-0 *+ USV 3 -((5+s. E ag5s5 *+ +s+ a?5 s+ -++ 85>+/a*5 -/585a 6 s-6(a*5 *+ a-5+s %5+-g 7. S+ =a -sa(a*5 a*+s 6 5/68 5*+(5 a +s/a(a) *+ 6a /a-a *+ a-0 8aa 6+ (5s -86(a+s +a(-/+ 8/-/as *+ s+-/-5 > ++g+/-aB 55ga+s 8aa (as 8/-/as *+ +a/6a/-0 + -+aB 8-s/-a 8aa (as 8/-/as *+ +a/6a/-0 + aB *55a-+ 8aa (as 8/-/as *+ a- > /+a 86+asB ++ 55s 6/=5s -8(++5s. Oa -+s-0 -85a+ =a s-*5 (a N6+a %as+ *+ Ma+--+5 + +( a+586+5 &5g+ C=+ 6+ /5s0 USV 1# -((5+s > a-+*+ a+5a+s A-6s 31 > 32# > %5+-g 7B 8aa (5 /6a( s+ =a /a8a/-a*5 a 3## +/-/5s 8+6a5s.

c6 Res!ons+i&idd +ien "erri1d LAN P+ 856++ s-++ 85gaas RSE 5-+a*as a 855+ +( 6-s5 s5s+-(+ C6-*5 - D+s-5)B +( /6-*a*5 *+ +*-5 a-++ T-+a *+ N-?5s > C-6*a* *+ Pa8+() > (a 85+//-0 *+ (a -;a/-a s *+s;a5+/-*a T6 A>6*a 8aa +( Ca-5B O8+a/-0 S5-saB C=-/5s 6+ s6+?aB /=-/5s 6+ 6+LAN > La Saga*a Fa-(-a). Esa5s /5s/-++s *+ 6+ s55s 6a +8+sa (<*+ > /55 a( *++5s 8+5/68a5s 85 +( a85>5 > a>6*a a (a s5/-+*a*B /5+a A+(5. A a9s *+ 6+s5 85gaa T A>6*a 8aa +( Ca-5B s55s +( 8-/-8a( s5/-5 +8+sa-a( *+ UNICEF + +( P+B a?a*+ +( ++/6-5. EJ8(-/a 6+ s6 5+-5 +s +*6/- (a 6++ *+ a*+s g+sa+s > ++s 85 a/+ > /5a- (a *+s6-/-0 /0-/a > (a a+-a + -?5s *+ /+5 a +s a?5s. Wa s5 s *+ B### a*+s > s *+ 2#B### -?5s (5s 6+ s+ =a ++,/-a*5 /5 +s+ 85gaa. F-a(++B +( a?5 8asa*5 LAN P+ s+ /5--0 + (a 8-+a a+5(<+a *+( /5-++ > 6a *+ (as 8-+as *+( 6*5 + +6a(-a (as

1 PLAN DE MARKETING DE LATAM AIRLINES

+-s-5+s *+ /a55 g++a*as 85 s6 58+a/-0 ++s+ > 85 (5s -a+s *+ aa5 *+ s6s 3B!## /5(a5a*5+s. Paa +((5 (a /58a?+/5 *+ +;5+sa/-0 /5 +s8+/-+s a-as 6+ a+a (a +8+sa %5s6+s Aa0-/5s + U/a>a(-B +J8(-/a A+(5.

d6Re5o&$ción 0re D+s*+ 6+ s+ -5*6+5 6+as 85(<-/as + (as a-;as *+ (5s 8asa+s a9+5sB + +( 2##B LATAM /a-0 +( 8a5aa *+ (5s 6+(5s *59s-/5s. E( 5*+(5 *+ a-;as +/50-/as *+ LATAM -8(-/0 (a asa *+ /+/--+5 *+( +/a*5. E( +5 *+ 8asa+5s 85 a?5 8as0 *+ 2. -((5+s + +( 2##7 a 5/=5 -((5+s + +( 2#13 > s+ +s8+a 6+ 8aa +( 2#1 s68++ (5s 11 -((5+sB a86a A+(5 a+s *+ +/-5a 6+ *+s*+ 6+ s+ a8(-/a5 +sas 85(<-/as +( +5 *+ 8+6a5s 6+ 8+,++ -aa + a-0 a+s 6+ + 6 6s s+ =a *68(-/a*5. Esa 6+a +sa+g-a *+ 8+/-5s a5s =a =+/=5 6+ + +( (-5 a?5 1.2 -((5+s *+ 8+6a5s -a+ 85 8-+a + + 6 a-0 > 6+ +( #Q *+ 5*5s (5s -a+5s (5 =aga +/6-+*5 a (as a-;as s aas.

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