INTRODUCCION.......................................................................................................................2 RESUMEN EJECUTIVO..........................................................................................................3 VISION Y MISION.....................................................................................................................4 CAPITULO II..........................................................................................................................5 ETAPA ETAPA DE MARKETING MARKET ING ESTRATEGICO ES TRATEGICO.............................................................................5 2.1 ANALISIS DE LA SITUACION ACTUAL SEPTA .............................................................5 2.2 ANALISIS FODA.................................................................................................................6 2.3 ANALISIS DEL ENTORNO MICHAEL PORTER............................................................7 2.4 ESTABLECIMIENTO DE OBJETIVOS OBJETIVO S...........................................................................8 OBJETIVOS CUANTITATIVOS:..........................................................................................8 OBJETIVOS CUALITATIVOS:.............................................................................................8 SEGMENTACION:.....................................................................................................................9 MATRIZ DE SEGMENTACION..............................................................................................10 MAPA DE POSICIONAMIENTO:...........................................................................................10 ESTRATEGIAS DE CRECIMIENTO.....................................................................................11 ESTRATEGIA COMPETITIVA...............................................................................................11 POSTURA COMPETITIVA.....................................................................................................11 ESTRATEGIA GENERICA:....................................................................................................12 CAPITULO II........................................................................................................................12 PLAN DE ACCION..............................................................................................................12 7 PS...........................................................................................................................................12 DIAGRAMA DE GANTT..........................................................................................................14 GASTOS...................................................................................................................................15 GASTOS DE LA PUBLICIDAD..........................................................................................15 GASTOS MA!UINARIAS...............................................................................................16 GASTOS ANUALES...........................................................................................................17 ESTADO DE PERDIDAS Y GANACIAS CHICHA MORADA .............. ..................... ...........................18 ....................18 PRESUPUESTO ......................................................................................................................18 CONTROL DIAGRAMA DE GANTT..................................................................................19 PLAN DE CONTINGENCIA...................................................................................................21 CONCLUSIONES ....................................................................................................................22 ANE"OS...................................................................................................................................23
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INTRODUCCION E# $%&'&()& )%*+*,- P#*( E')%*)/0- & M*%&)(0 S--'*(5 6& %&*#8*-( $%-$9')- & %&*#8*% #* *%* S--'*( &( &%*- $&%*(-; <* -()*(- -( (* +&(* $*%)$*9( &( &%*-; &')& )%*+*,- $%-$-(& (* (&=* $%-$&')* &( *()- * (* (&=* &')%*)&0* & *%&)(0; #*(8*% *# &%*- C>>* M-%** S--'*( ; &( &( ' ' '& ?&%& -$#&&()*% P#*( & M*%&)(0 ?& <* *(&,* #* &$%&'*; $*%* #- $#*( &()* -( )%&' $*%)&' $-%) $-%)*() *()&'; &'; #* $%&% $%&%* * $*%)& $*%)& -(')* -(')* &
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VISION Y MISION VISION: S&% S&% *# 221 221 (* (* & #*' #*' +&+ +&+* *'' & > >>* >* *' *' -$ -$%%-& &))-'' -( -( #-' #-' -('-%&' *()&(&(- ( %&&()- '9#- < -(')*()& -- &$%&'* -( )%*+*, )%*+*,- &( &?$ &?$- &()%& &()%& )%*+*, )%*+*,**-%&' %&';; &$#&* &$#&*-' -';; ')%+ ')%+ -%& -%&'' < &,&) &,&)==-'; '; )&(&( )&(&(- =&()* =&()*'' &)-' &)-'*' *' -( (* (* && &&()& ()& $*%) $*%)$* $*9 9( ( &( &%*-
MISION: S--' (* &$%&'* ?& -6%&& *#* < '*# * (&')%- -('-%&'; ((-=*(- (&=-' '*+-%&'; INKA CHICHA -6%&&%@ *# #&()& ( '*+-% &?')& #-' &,-%&' *8&' $%--' &( #* %&09(; < *%* * -(-&% * #-' )%')*' (&')%* #)%*5
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CAPITULO II ETAP ET APA A DE MARKETING MAR KETING ESTRATEGICO 2.1 ANALISIS DE LA SITUACION ACTUAL SEPTA PEST * FACTORES ACTORES POLITICO POLITICOS S LEGALES: LEGALES: E# &')*- +'* +'* ?& (&')%(&')%- $*' $*' ** =&8 %&8*; < >*<* *' &$#&-; *' (*(- #* $-+%&8* &( '' 6&%&()&' )$-'; -- )*+&( ** (')&%- $%-&=& #- ?& #& -%%&'$-(&; < *' 0&(&%*(- #&<&' *&**'. + FACTORES ACTORES ECONOM ECONOMICOS: ICOS: E# P&% P&% &')* &( %&& %&&()()- -()( -()(- *)%*' *-; #*' %&&'-(&' &-(9*' &' *#0- ?& (- '& *> =')- &')-' #)-' *-'; *' +&( #* &=-#9( PBI *> &')*- (%&&()@(-'& #- *# &' ( +&( (*-% (*-%;; (&')%- $*' &')* *(- *# &'*%%-## FACTORES ACTORES SOCIALES: SOCIALES: A)*#&()& A)*#&()& #*' $&%'-(* $&%'-(*'' *'$%*( * $%-)-' $%-)-' *' (*)%*#&' < '*#*+#&'; #* *)) -('')*; &')#- & =* '*#*+#&. FACTORES ACTORES TECNOLO TECNOLOGICOS GICOS:: H-< &( * #-' '*%-' '*%-' ** ** =&8 '-( *' *'=-' &( #*' %&&' '-*#&'; (* -$-%)(* & $+#* < $%--9( $*%* INKA CHICHA & FACTORES ACTORES AMBIENT AMBIENTALES: ALES: E# *+&()& *+&()& &' ( )&* ?& &( &')-' )&$-' '& *+-%* *'; #*' &$%&'*' (')%*#&' &+&( )&(&% ( $#*( $*%* &')-; &=)*(- -()*(*%; -()*(*%; *' *'&(- %&'$-('*+#* '-*#.
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2.2 ANALISIS FODA DEBILIDADES FORTALEZAS F*#)* & M-&%(* ((-=*-( $#*()* &( #-' C*$** & $%-)-' -6&%)* F*#)* & M*%* CRUCE FODA $+#* %&-(-* *0%&'=* M*8 F*#)* & '&-(*=&%'6*9 ( $%-)OPORTUNIDADES I(0%&'*% * I(6-%*9 I(0%&'- * (&=-' ( '-+%& #-' &%*-' &%*-' +&(&6-' ()&%(*-(*#& <* ?& & ' >-< &( * -('% A&()- #-' *8 -('- & ,9=&(&' -%*+&+*' *( ' A?%% '*#*+#&' '*# (&=*' -- #* C-()*% (')%*' >>* -( (* 6#-)* & )%*('$-%)& ' AMENAZAS M*()&(&% H*&% L-' ( $%&'$-%)' $%($*#&' '#*% * $+#)*%-$&)-%&' #-' ' '-+%& #* &%*(/)*%&' >>* &( $&%)&(&&( * ?& '& *(*#&' & $-%)*()&' *()&(&( *&(* -%$-%*-(&' &( (*-(*#. -- L* &%*-. C>>* I((-=*% M-%**; (&')%T*$-; &(=*'& & A%+* * #* G#-%* -%*)* P%-)-' & '')))-' S--'*( 0*'&-'*'
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2.3 ANALISIS DEL ENTORNO MICHAEL PORTER
PRODUCTOS SUSTITUTOS: K G*'&-'*' C-2* C-#*; P&$'; &()%& -)%*' K Y-07%) G#-%*; P7%* V* K J70-' A%7+*; T*$2- K N&2)*%&'
PROVEEDORES: N7&')%-' $%-=&&-%&' '&%*( *(*#8*-' &( 27*()* '7 2*#* < '&22-( *8
COMPETENCIA ACTUAL: K G#-%* C>2>* -%**
COMPETIDORES FUTUROS: K N7&=*' *%2*' & *07*' (&%*#&' < (&2)*%&'
7
CLIENTES: P&%'-(*' &()%& 13 < *H-' & #* 2#*'& A; B; C < D ?7& ?7&%*( ##&=*% 7( &')#- & =* '*#7*+#&
2.4 ESTABLECIMI ESTABLECIMIENTO ENTO DE OBJETIVOS
OBJETIVOS CUANTITATIVOS: E()% E()%*% *% *# &% &%* *- & #-' #-' (&) (&)*% *%&' &' - ,0,0-'; '; &( *( *())- * #* > >>* >* -%* -%**; *; )%*+*,*(- -( ( '&0&()- 0%$- & $&%'-(*' ?& -('&( #-' ,0-' - >>* -%**. -%**.
A&() A&()*% *% (&')% (&')%* * $+# $+#* * &( &( &-' &-' & )&= )&='9 '9(; (; %*-; %*-; %&&' %&&' '-*# '-*#&' &' &( ( ; *>-%* *' ?& ((* #*(8*%&-' INKA CHICHA; $-% #- ?& '& (=&%)%@ &( $+#*; *'$*% &=&()-' #)%*#&'.
A+*%* A+*%*%% #-' &%* &%*-' -' %&0-( %&0-(*#& *#&'; '; & (&')% (&')%- $*' -( -( (&')%(&')%- (&=(&=- $%- $%-))#* -%*)*; &( ; -( (&')%- '*+-% (- & (0*#*+#&; *' ##&0*(- * =&(&% &( (&')%*' 6&%&()&' $%&'&()*-(&' *' & 2 # #)%-' & >>* -%**.
A?%% A?%% )&(-# )&(-#-0*' -0*' $*%* #* $%- $%-9(; 9(; (* *?( *?(* * $%-&'* $%-&'*-%* -%* < 1 *?(* *?(* &+-)#*-%* & =%-.
T&(&% &(&% (&0- (&0-* *-(& -(&'' -( #-' '$& '$&%& %&%* %*-' -' &( &( (
OBJETIVOS CUALITATIVOS:
C-('& C-('&0 0%% ?& (&') (&')%%- $%- $%-))- '& 6&% 6&%&( &(& & #*%* #*%*&() &()& & &( #* &()& &()& & #-' #-' -(' -(' -% -%&' &';; & 0#-% 0#-%* *;; )*() )*()- ' )&( )&(& & *%* *%*) )&% &%' ') )*' *' ' '#* #*%& %&'' *# & #* -$&)&(* -- ' '& )%*)* & ( $%-)- -( $-*' 6&%&(*' +@'*'.
E')* E')*%% ** ** =&8 *' *' &')* &')*+# +#&' &' &( &%* &%*- -( )-* )-* (&' (&')% )%* * *%) *%)&% &%* * & $%-)-'; < &')*+#&&%(-' -( (&')%- '*+-% (-.
I(( I((-=*% -=*% (&' (&')% )%- &(= &(=* *'& 8
T&(&% (&0- (&0-**-(&' (&' -( -( #* )&= )&='-%* '-%* *' *' &)-'* &)-'* & & (&')%(&')%- $*'; $*'; A&%* A&%* TV TV SEGMENTACION: A)*#&()& P&% &()* -( (* $-+#*9( )-)*# & 3 1 ##-(&' & $&%'-(*'; & #-' *#&' 2 '-( ,9=&(&' < *#)-' & 1 1 * 3 *-'; -( #-' ?& =*-' * )%*+*,*%; <* ?& '-( #*' $&%'-(*' -( *' $%-$&('9( * -('% (&' (&')% )%* * +&+ +&+* *;; & #-' *# *#&' &' 2 2 '&% '&%* * ; 2; 2;4 4
$&%' $&%'-( -(*' *' ---
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
9
MATRIZ DE SEGMENTACION NEC ECT TAR ARES ES
DE AGUA
CHICHA
OTROS SABORE SABORES S *0* *0* & PERS PE RSON ONAS AS
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CONSUMEN BENEFICIOS
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BUSCADOS
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MAPA DE POSICIONAMIENTO:
AGUA
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'*# '*#; ; S* S**% *% 0') 0')-; -;
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ESTRATEGIAS DE CRECIMIENTO D&'* D&'*%% %%-# -###- & $%- $%- ))-:: S-S--'* '*( ( %& %&/( /( #*(8 #*(8*% *%* * &')* &')* > >>* >*;; &( #*' #*' $%&'&()*-(&' & 3 # &( +-)#* & $#@')- $&); < &( # &( +-)#* & =% %-; (& (&')%* ')%* >>* >* =* $*%* $*%* ((-'; '; *-#& -#&' '&( &()& )&'' < * *#)#)-'; '&%@ &%@ -&%*#8*- &( '$&%&%*-'; < *0&(*' )%')*'.
ESTRATEGIA COMPETITIV COMPETITI VA E"CLUSIVIDAD MERCADO TOTAL TOTAL
DIFERENCIACION
POSICION DE BAJO COSTO LIDERAZGO EN COSTOS
FOCALIZACION EN UN GRUPO ESPECIFICO
SEGMENTACION
DIFERENCIACION: N&')%* +&+* '& 6&%&(*%* & GLORIA; &( *()- *# '*+-%; '*+-%; <* ?& '& $#*(&* >*&% ( $%&=- &')- < '-(&- & &%*-; *&@' ?& &(=*'& & =%- &( 6-%* & I(* '&%@ ((-=*9( $*%* #* &$%&'*; (-' %0%&-' * )-- &%*- $&%*(- #*'&' A B < C -- )*+&( *# &%*- ()&%(*-(*# &( #*' *0&(*' )%')*'; <* ?& #-' )%')*' -('%*( (&')%* +&+*.
POSTURA COMPETITIVA E')%*) E')%*)&0 &0* * & 6#*(? 6#*(?&-: &-: C-( (&')% (&')%- (&=(&=- $%- $%-)-; )-; (%& (%&&() &()*%& *%&-' -' #* *%)&%* & $%-)-' ?& )&(& #* &$%&'*; *' -- )*+&( )&(%&-' *' )#*&'; #* *0&( *+*%* &( ** +-)#*; &( #* $%&'&()*9( & =%-; #* 11
&)?&)* $%&'&()** )&(& #* *0&( & M*> P>; #*' -)%*' &)?&)*' )&(%@( #* *0&( & S*'*<>**(; L*0- T)**; < #0*%&' )%')-' P&%; ** &)?&)* '&%@ & 6&%&()&' #0*%&' )%')-'; *&@' & -()*% -( $+#* &( A&%* TV < $&%9-'; -- )*+&( *'$*(- &=&()-' #)%*#&'.
ESTRATEGIA GENERICA: S& )-*%* #* '0&()& &')%*)&0*: LIDERAZGO EN DIFERENCIACION TOTAL: TOTAL: N&')%* +&+* '& 6&%&(*%* & GLORIA; GLORIA; )*+&( )*+&( '&%@ %0%0- * -('-%&' -('-%&' ?& -('&( -('&( +&+*' +&+*' & -)%-' '*+-%&'; -- $*; #9(; &()%& -)%-'.
CAPITULO II PLAN DE ACCION 7 PS PRODUCTO: L* -%*)* & S--'*( &' (*)%*# & $%&%* *#*; 1 (*)%*#; 0%**' * ' (&=* $#*()* & $%-9( & *#)* )&(-#-0*; -+)&(%@ &(=* &(=*'& '&'' -$ -$&) &)) )= =-' -';; (&= (&=-' -' < 6& 6&%& %&() ()&' &'.. E$# E$#&* &*%& %&-'' (* (* (&= (&=* * $%&'&()*9( & +-)#* &( #*' *#&'; '&%@ +-)#* & =%- &( 6-%* & (* & 12
# -( (* &)?&)* & $*$ < #)%*# < -#-%&' %&'*#)*()&'; < #* -)%* $%&'&()*9( &( +-)#* & $#@')- & 3 #.
PRECIO: # +-)#* & =%- 2.2 3 # +-)#* & $#*')-
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DIAGRAMA DE GANTT TIEMPO
ESTUDIO DE
2
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MERCADO INVESTIGACION DE LA ELABORACION DE LA CHICHA Y COMO ADECUARLA A UN UN PRODUCTO DE LARGA DURACION ESTUDIO O SONDEO
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DE MERCADO EN CUANTO AL SABOR DE LA CHICHA CHICH A Y PERFECCIONAMIENT O MANDAR A
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ELABORAR LA IMAGEN Y ENVASE PREPARACION DE LA
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CAMPAA PUBLICITARIA POR TV Y PERIODICOS NEGOCIACION CON
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14
CADENAS DE MERCADOS INICIO DE
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OPERACIONES; ENVASADO; DISTRIBUCION
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GASTOS GASTOS DE LA PUBLICIDAD E# *(*# 4 & A&%* T&='-( ?& &' #* )&='-%* -( $%&-' *' *#)-' &( $+#*; $%&- =*%* '&0( >-%*%- < '&0( &( #-' $%-0%**' ?& '-( )%*(')-'. P-% &,&$#- )%*(')% ( '$-) & 3 '&0(-' %*()& #* &'9( & #* &)-'* '&%& A# F-(- >*< S)-5 &')* 3 2 -#*%&'; &( )*()- )%*(')% &( >-%*%- &( ?& '& )%*('')& E')- &' G&%%*5 &')* 3 4 -#*%&' P-% #- ?& (&')%* &$%&'* -( #* >>* -%** *-$)*%* $-% #*(8*% ( '$-) $+#)*%- &( >-%*%- & &')- &' 0&%%*; <* ?& )&(& 0%*( *-0* -( $+#-; < )*+/( & ?& #-' *-#&'&()&' #* $%&+&(. C-- )*+&( &( #-' *%-' *' #&-' * (= (*-(*# (- & #-' &' EL POPULAR; (&')%$%-)- *'$*%* &=&()-' $-%)*()&' -- #- &' C*(*%*; I()< %*<; < 6&')=*&' '#*%&'.
GASTOS MA!UINARIAS
15
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SISTEMA DE MEZCLA DE BEBIDAS NO ALCOHOLICAS N-. & M--:R"GF T$- & &8#*-%:A0)*-% T%*+*,-:M&8#*-% & A#)* V-* A$#*9(:L?CAPACIDAD: #)%'
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Descripción de Producto
E# '')&* (#<&: P%&$*%*9( & #* *0* *#&()& D'-#9( $-#=-Q -(&()%*- )/ E)%*9( & #* >-,* & )/ D'-#9( -(&()%*- ,0 D'-#9( (0%&&()& D'-#9( *8*% S')&* & &8#* UHT CIP H--0&(&8* H--0&(&8*-% -% D&'*%&*-% C#*%6*-% &()%60 &).
GASTOS ANUALES PUBLICIDAD
EN
AMERICA 21 3 -#*%&'
TELEVISION 16
S$-) & 3 '&0(-' &( #-' >-%*%-' & & #* (->& * & #* (->& $-% &'&' PUB UBL LICID ICIDAD AD EN EL DIAR DIARIO IO EL 1 '-#&' POPULAR SONDEO DE MERCADO: P%&+* & 1 '-#&' #* 6-%#* & #* >>*; (0%&&()&'. RE!U RE !UER ERIM IMIE IENT NTO O DE CA CARR RROS OS 4 -#*%&' PARA LA DISTRIBUCION: 2 MA!UINARIAS:
-#*%&'
M*?(* E+-)#*-%* & V%SISTEMA DE MEZCLA DE BEBIDAS NO ALCOHOLICAS GASTOS DE PERSONAL GASTOS DE DISTRIBUCION MATERIA PRIMA TOTAL
47 21 4 1 13
ESTADO DE PERDIDAS Y GANACIAS CHICHA MORADA INGRESOS ANUALES ANUALES 2 1 2 EGRESOS ANUALES..1 ANUALES..1 13 . UTILIDADES ANUALES ANUALES 1 2 GASTO TOTAL
S/. 1 136 000.00
VENTAS TOTALES S/. 2 1 2
GANANCIA TOTAL S/. 1 2
E( #-' #-' 0*') 0*')-' -' '& (# (#< <&( &( #*' #*' *)& *)&% %*' *' $% $%*' *';; < $&%' $&%'-( -(*# *#;; --- #* $+#*; < 0*')-' ?& '-#- '& >*%@( (* =&8 -- #*' *?(*'; )--' &')-' 0*')-' '-( *(*#&'; -- )*+/( #-' (0%&'-'.
17
PRESUPUESTO CHICHA DE 300 ml botella de pl!"#o pl!"#o
VENT AS -
MES
ME
MES
MES
MES
MES
MES
MES
MES
MES
MES
MES
1
S2
3
4
5
6
7
8
9
10
11
12
48 589
55 589
62 589
69 589
76 589
85 589
92 589
99 589
106 589
113 589
120 589
128 589
1.20
1 .2 0
1 .2 0
1.20
1.20
1.20
1.20
1 .2 0
1.20
1.20
1.20
1.20
58 306
66 706
75 106
83 596
91 906
102 706
111 106
119 506
127 906
136 306
144 706
154 306
CAN TIDA DES PREC IO VENT AS -SOL ES
VENTAS ANUALES EN SOLES TOTALES & >>* 3 # +-)#* & $#@')-: SQ. 1 272 12 CHICHA DE 500 ml botella de $%d&%o
VENT AS -
MES
ME
MES
MES
MES
MES
MES
MES
MES
MES
MES
MES
1
S2
3
4
5
6
7
8
9
10
11
12
30 998
35 998
40 998
45 998
50 998
55 998
60 998
65 998
70 998
75 998
80 998
85 998
2.20
2 .2 0
2 .2 0
2.20
2.20
2.20
2.20
2 .2 0
2.20
2.20
2.20
2.20
68 195
79 195
90 195
101 195
112 195
123 195
134 195
145 195
156 195
167 195
178 195
189 195
CAN TIDA DES PREC IO VENT AS -SOL ES
VENTAS ANUALES EN SOLES TOTALES & >>* # +-)#* & =%-: SQ. 1 44 34 NUESTROS INGRESOS ANUALES DE ESTAS DOS BEBIDAS SERA DE : 2 1 2
CONTROL DIAGRAMA DE GANTT TIEMPO 2 4 M&'&
M&'& 18
1
2
3
1
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M&'&
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ESTUDIO DE
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MERCADO INVESTIGACION DE LA ELABORACION DE LA CHICHA Y COMO ADECUARLA A UN UN PRODUCTO DE LARGA DURACION ESTUDIO O SONDEO
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DE MERCADO EN CUANTO AL SABOR DE LA CHICHA CHICH A Y PERFECCIONAMIENT O MANDAR A
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ELABORAR LA IMAGEN Y ENVASE PREPARACION DE LA
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CAMPAA PUBLICITARIA POR TV Y PERIODICOS NEGOCIACION CON
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CADENAS DE MERCADOS INICIO DE
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OPERACIONES; ENVASADO; DISTRIBUCION
" 19
PLAN DE CONTINGENCIA OBJETIVOS: R&% %&'0-' &( )-- )$- & @+)-' ?& $&* *6&)*% * #* &$%&'* EVENTUALIDAD MEDIDAS A TOMAR S+* & ('-' $%($*# -- #- T-*% &*' & $%&=&(9(; *()&'. &' *8 T&(&% (&')%-' $%-$-' '&+%-' & *8; < *' &=)*% -$%*'. D6&%&()&' *&(*8*' (*)%*#&' D&'*%%-##*% (=&%(*&%-' $*%* ?& (*6&)& * (&')%* -'&>*. INFLACION; G-#$& & E')*H*&% -()%*)-' *()$*-' -(& '& &')$#& $%&- & #* *)&%* $%* *# ?& (-' =&(&%*( %*()& ( $&%-- & )%&' *-'; -(& $%&- & & -$%* -$%* '&* 6,- ** &'; >*')* ?& '& $#* -()%*)-; & )*# *(&%* ' >*< (6#*9( (- (-' $-%@( '+% $%&-; <* ?& >*< ( -()%*)- & $-% &-.
20
CONCLUSIONES C-( C-(# #<& <&( (- -( -( $%&' $%&'&( &()& )& )%*+ )%*+*, *,-; -; '& $& $&& & -(' -('& &%* %* (&' (&')% )%-' -' *()&$*'*-'; #* >>*; ?& $-%* )&(&% (* 0%*( *-0* &( &%*-; #*%?& )&(&(- (* *$** $+#)*%* *'=*; < -( (* +&( (=&%'9(; '& $-%* #-0%*% &')& (&=- $%-)-; -( #- ?& %&'$&)* * #* &$%&'*; S--'*( >* - (%&&()*(- '' =&()*' *- )%*' *-; -- )*+/( '& *> 0*(*- ( +&( +&( '&0&( '&0&())- &%* &%*-; -; --- )*+/ )*+/( ( S--'* S--'*( ( $-%* $-%* %&(-=* %&(-=*%% ' *0&( < &'#-0*(; - &()%*% * &%*-' ()&%(*-(*#&'. ()&%(*-(*#&'. S--'*( S--'*( &')* %0* +@'*&()& * #* #*'& A < B $-% #- ?& &( *#0(*' %&0-(&' $*' (- &' )*( -('*; $&%- -)%* &')%*)&0* $-%* '&% ?& S--'*( 0*#& '' $%&-' -( #*' &@' *%*'; -( #*' ?& -$)& &( &%*- (*-(*#; S--'*( S--'*( )&(& (* +&(* *0&( &( &%*-; < '& -('&%* ?& *# '&* #* &')%*)&0*; $-% '$&')- +&( $#*()&**; )&(%@ (* +&(* *-0* &( &%*-; -( (&')%* (&=* *%* < $%-)-; $-%*-' &$*(%(-'; < #* %&()*+#* & #* &$%&'*; '&%* *( *<-%; (* & (&')%*' &)*' &' (0%&'*% $-- * $-- * #-' &%*-' ()&%(*-(*#&'; &$&8*(- &'& *? -( *0&(*' )%')*'; < *' ?& 0')& (&')%* +&+*; &( ( 6)%- ?& (&')%* >>* ##&0& * #-' 21
&%*-' ()&%(*-(*#&'; <* ?& #-' -('-%&' <* )&(%@( -(-&()& (&')%- $%-)-.
ANE"OS S&0( ( '-(&- & &%*- '& $- *$%&*% #- '0&()&: '
L*' &$%&'*' & *0&(*' )%')*'; < &%=*-'; >-)&'; >-)&' %&')*%*() )%')-' *&&%*( * )%*+*,*% -( (&')%* &$%&'* INKA CHICHA
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E')& $%-)- )*+&( #- $%&6&%%*( #-' &'-#*%&' &( ' #-(>&%*
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L-' )%')*' &'&*( -(-&% *' '-+%& (&')%* #)%*
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L*' $&%'-(*' ' -('%*( (&')%- $%-)-; $-% '*+-% 6&%&()& *# & GLORIA
22