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Snacks a Base De Productos Nativos Del Perú

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Snacks a Base De Productos Nativos Del Perú UNIVERSIDAD SAN IGNACIO DE LOYOLA SNACKS A BASE DE PRODUCTOS NATIVOS DEL PERÚ Trabajo de Investigación para optar el Grado Académico de Bachiller en las siguientes carreras: BRENDA CAROLINA BONIFACIO CERRON – Negocios Internacionales CAROLINA ROCIO DESTINOBLES VILLANUEVA – Ingeniería Empresarial y de Sistemas EDINSON DAVID BUENDIA BORDOY – Ingeniería Industrial JESSICA ROSA FRETELLI GUTIERREZ – Marketing y Gestión Comercial JHONATAN ROJAS CURI – Ingeniería Empresarial y de Sistemas Lima – Perú 2018 INDICE 1. Capítulo I: Información General .................................................................................. 2 1.1. Nombre de la Empresa, Horizonte de Evaluación. .............................................. 2 1.2. Actividad Económica, Código CIIU, Partida Arancelaria. .................................... 2 1.3. Definición de Negocio y Modelo CANVAS. ......................................................... 3 1.3.1. Modelo CANVAS. ........................................................................................ 4 1.4. Descripción del Producto o Servicio.................................................................... 5 1.5. Oportunidad de Negocio. .................................................................................... 6 1.6. Estrategia Genérica de la Empresa. ................................................................... 7 2. Capítulo II: Análisis del Entorno .................................................................................. 8 2.1. Análisis del Macro Entorno. ................................................................................ 8 2.1.1. Del país (Últimos 5 años o ultimo año según corresponda). ........................ 8 2.1.1.1. Capital, ciudades importantes, superficie, número de habitantes. ......... 8 2.1.1.2. Tasa de crecimiento de la población, ingreso per cápita, población económicamente activa. ......................................................................................... 8 2.1.1.3. Balanza comercial: importaciones y exportaciones. .............................. 9 2.1.1.4. PBI, tasa de inflación, tasa de interés, tipo de cambio, riesgo país. .....10 2.1.1.5. Leyes o reglamentos generales vinculados al proyecto. ......................11 2.1.2. Del sector. ..................................................................................................12 2.1.2.1. Mercado internacional. ........................................................................12 2.1.2.1. Mercado consumidor. ..........................................................................15 2.1.2.2. Mercado de proveedores. ....................................................................19 2.1.2.3. Mercado competidor. ...........................................................................21 2.1.2.4. Mercado distribuidor. ...........................................................................22 2.1.2.5. Leyes o reglamentos del sector vinculados al proyecto. ......................23 2.2. Análisis del Micro Entorno. ................................................................................23 2.2.1. Competidores actuales: nivel de competitividad. ........................................24 2.2.2. Fuerza negociadora de los clientes. ...........................................................24 2.2.3. Fuerza negociadora de los proveedores. ....................................................25 2.2.4. Amenaza de productos sustitutos. ..............................................................25 2.2.5. Competidores potenciales: barreras de entrada. ........................................25 3. Capítulo III: Plan Estratégico .................................................................................... 27 3.1. Visión y Misión de la Empresa. ..........................................................................27 3.1.1. Visión..........................................................................................................27 3.1.2. Misión. ........................................................................................................27 3.2. Análisis FODA. ..................................................................................................27 3.2.1. Fortalezas. ..................................................................................................27 3.2.2. Oportunidades. ...........................................................................................27 3.2.3. Debilidades. ................................................................................................28 3.2.4. Amenazas. .................................................................................................28 3.3. Objetivos. ..........................................................................................................28 4. Capítulo IV: Estudio de Mercado .............................................................................. 30 4.1. Investigación de Mercado. .................................................................................30 4.1.1. Criterios de segmentación. .........................................................................30 4.1.2. Marco muestral. ..........................................................................................33 4.1.3. Entrevistas a profundidad. ..........................................................................35 4.1.4. Focus group................................................................................................38 4.1.5. Encuestas. ..................................................................................................40 4.2. Demanda y Oferta. ............................................................................................41 4.2.1. Estimación del mercado potencial. .............................................................41 4.2.2. Estimación del mercado disponible. ............................................................42 4.2.3. Estimación del mercado efectivo. ...............................................................44 4.2.4. Estimación del mercado objetivo. ...............................................................46 4.2.5. Frecuencia de compra. ...............................................................................48 4.2.6. Cuantificación anual de la demanda. ..........................................................50 4.2.7. Estacionalidad. ...........................................................................................51 4.2.8. Programa de ventas en unidades y valorizado. ..........................................51 4.3. Mezcla de Márketing. .........................................................................................56 4.3.1. Producto. ....................................................................................................56 4.3.2. Precio. ........................................................................................................61 4.3.3. Plaza. .........................................................................................................64 4.3.4. Promoción. .................................................................................................68 4.3.4.1. Campaña de lanzamiento. ...................................................................71 4.3.4.2. Promoción para todos los años. ..........................................................72 5. Capítulo V: Estudio Legal y Organizacional .............................................................. 77 5.1. Estudio legal. .....................................................................................................77 5.1.1. Forma societaria. ........................................................................................77 5.1.2. Registro de marcas y patentes. ..................................................................78 5.1.3. Licencias y autorizaciones. .........................................................................79 5.1.4. Legislación laboral. .....................................................................................80 5.1.5. Legislación tributaria. ..................................................................................81 5.1.6. Otros aspectos legales. ..............................................................................82 5.2. Estudio Organizacional. .....................................................................................84 5.2.1. Organigrama funcional. ..............................................................................84 5.2.2. Servicios tercerizados. ................................................................................84 5.2.3. Descripción de puestos de trabajo. .............................................................86 5.2.4. Descripción de actividades de servicios tercerizados. ................................92 5.2.5. Aspectos laborales. ....................................................................................92 6. Capítulo VI: Estudio Técnico ..................................................................................... 94 6.1. Tamaño de Proyecto. ........................................................................................94 6.1.1. Capacidad instalada. ..................................................................................94 6.1.2. Capacidad utilizada. ...................................................................................94 6.1.3. Capacidad máxima. ....................................................................................95 6.2. Procesos. ..........................................................................................................95
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