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Producción Y Ventas De Papas Fritas

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Producción Y Ventas De Papas Fritas FACULTAD DE CIENCIAS EMPRESARIALES Marketing y Gestión Comercial D´PAPAS – PRODUCCIÓN Y VENTA DE PAPAS FRITAS Trabajo para optar por el grado académico de Bachiller en Marketing y Gestión Comercial PAZ ARCE, SUSSY GABRIELA Asesor: Montjoy Huaman, Karen Janet Lima – Perú 2017 CPEL CARRERAS UNIVERSITARIAS PARA PERSONAS CON EXPERIENCIA LABORAL ÍNDICE CAPÍTULO I RESUMEN EJECUTIVO ....................................................................................... 10 CAPÍTULO II INFORMACIÓN GENERAL ................................................................................. 13 1.1. Nombre de la empresa, Horizonte de Evaluación.................................................. 13 1.2. Actividad económica, código CIIU, partida arancelaria ........................................ 13 1.3. Definición del Negocio ............................................................................................. 14 1.4. Descripción del producto o servicio. ...................................................................... 14 1.5. Oportunidad de Negocio .......................................................................................... 17 1.6. Estrategia genérica de la empresa .......................................................................... 18 CAPÍTULO III ANÁLISIS DEL ENTORNO ................................................................................. 19 2.1. Análisis del Macro entorno ...................................................................................... 19 2.1.1. Del País (últimos 5 años según corresponda) ....................................................... 22 2.1.1.1. Capital, ciudades importantes , Superficie, número de habitantes. ..................... 22 2.1.1.3. Balanza comercial: Importaciones y Exportaciones. ............................................... 26 2.1.1.4. PBI. Tasa de inflación, Tasa de Interés , Tipo de Cambio , Riesgo País. ............... 28 2.1.1.5. Leyes o reglamentos generales vinculados al proyecto. ........................................ 31 2.1.2. Del País (últimos 5 años según corresponda). ...................................................... 32 2.1.2.1. Mercado Internacional. ................................................................................................ 32 2.1.2.2. Mercado del consumidor. ........................................................................................... 34 2.1.2.3. Mercado de Proveedores. ........................................................................................... 36 2.1.2.4. Mercado competidor. ................................................................................................... 37 2.1.2.5. Mercado distribuidor . ................................................................................................. 38 2.1.2.6. Leyes o reglamentos del sector vinculados al proyecto. ........................................ 39 2.2. Análisis del Micro Entorno (local y externo) .......................................................... 44 2.2.1. Competidores actuales: Nivel de competitividad (Alto). ........................................... 44 2.2.2. Fuerza negociadora con los clientes (Bajo). ................................................................ 46 2.2.3. Fuerza negociadora de los proveedores (Bajo). .......................................................... 46 2.2.4. Amenaza de productos sustitutos (Alta). ..................................................................... 48 2.2.5. Competidores potenciales barreras de entrada (Baja). .............................................. 48 CAPÍTULO IV PLAN ESTRATÉGICO ....................................................................................... 49 3.1. Visión y misión de la empresa .......................................................................................... 49 3.2. Análisis FODA .................................................................................................................... 50 3.3. Objetivos ............................................................................................................................. 52 CAPÍTULO V: ESTUDIO DE MERCADO .................................................................................. 53 4.1. Investigación de mercado ................................................................................................ 53 4.1.1. Criterios de segmentación. ...................................................................................... 53 4.1.2. Marco muestral. ......................................................................................................... 57 4.1.3. Entrevistas a profundidad. ....................................................................................... 58 4.1.4. Focus Group. ............................................................................................................. 60 4.1.4.1 Esquema del focus group. ........................................................................................... 60 4.1.5. Encuestas. ................................................................................................................. 64 4.2. Demanda y oferta .............................................................................................................. 66 4.2.1. Estimación del mercado potencial. ......................................................................... 66 4.2.2. Estimación del mercado disponible. ....................................................................... 67 4.2.3. Estimación del mercado efectivo. ........................................................................... 67 4.2.4. Estimación del mercado objetivo. ........................................................................... 68 4.2.5. Frecuencia de compra. ............................................................................................. 68 4.2.6. Cuantificación anual de la demanda. ...................................................................... 69 4.2.7. Estacionalidad. .......................................................................................................... 70 4.2.8. Programa de Ventas en unidades y valorizado. .................................................... 71 4.3. Mezcla de marketing ......................................................................................................... 83 4.3.1. Producto. .................................................................................................................... 83 4.3.2. Precio. ........................................................................................................................ 91 4.3.3. Plaza. .......................................................................................................................... 92 4.3.4. Promoción. ................................................................................................................. 94 4.3.4.1 Publicidad. ................................................................................................................. 94 4.3.4.2 Campaña de lanzamiento. ........................................................................................ 96 4.3.4.3 Promoción para todos los años. ........................................................................... 101 CAPÍTULO VI: ESTUDIO LEGAL Y ORGANIZACIONAL ...................................................... 103 5.1. Estudio legal .................................................................................................................... 103 5.1.1. Forma societaria. .................................................................................................... 103 5.1.2. Registro de marcas y patentes. ............................................................................. 105 5.1.3. Licencias y autorizaciones..................................................................................... 106 5.1.4. Legislación laboral. ................................................................................................. 108 5.1.5. Legislación tributaria. ............................................................................................. 109 5.1.6. Resumen del capítulo. ............................................................................................ 110 5.2. Estudio organizacional ................................................................................................... 110 5.2.1. Organigrama funcional. .......................................................................................... 110 5.2.2. Servicios tercerizados. ........................................................................................... 111 5.2.3. Descripción de puestos de trabajo. ...................................................................... 112 5.2.4. Descripción de actividades de los servicios tercearizados. .............................. 116 5.2.5. Aspectos Laborales. ............................................................................................... 117 CAPÍTULO VII: ESTUDIO TÉCNICO ....................................................................................... 122 2 6.1. Tamaño del proyecto ...................................................................................................... 122 6.2. Procesos .......................................................................................................................... 124 6.2.2. Programa de producción. ....................................................................................... 128 6.2.3. Necesidad de materias primas e
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