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Plan De Negocios De Un Fast Food De Enrollados Con Rellenos De Comida Peruana En Un Formato “See and Eat” Ubicado En Miraflores – Lima

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Plan De Negocios De Un Fast Food De Enrollados Con Rellenos De Comida Peruana En Un Formato “See and Eat” Ubicado En Miraflores – Lima Plan de negocios de un fast food de enrollados con rellenos de comida peruana en un formato “See and Eat” ubicado en Miraflores – Lima Item Type info:eu-repo/semantics/report Authors Morales Salguero, Víctor Isaac Publisher Universidad Peruana de Ciencias Aplicadas (UPC) Rights info:eu-repo/semantics/embargoedAccess Download date 28/09/2021 21:52:26 Link to Item http://hdl.handle.net/10757/616963 PLAN DE TAF PLAN DE NEGOCIOS DE UN FAST FOOD DE ENROLLADOS CON RELLENOS DE COMIDA PERUANA EN UN FORMATO “SEE AND EAT” UBICADO EN MIRAFLORES – LIMA *Programa EEG, DEG en el área de Marketing *Tipo de presentación: Individual *Nombre Completo: Víctor Isaac Morales Salguero *Cantidad de cursos llevados según área: • Administración: 1 • Marketing: 8 • Liderazgo: 2 • Factor Humano: 1 • Finanzas: 1 • Operaciones: - • Ing. Civil: - INDICE: RESUMEN EJECUTIVO…………………………..……………………………. 1 CAPÍTULO 1: GENERALIDADES……………………………………………….. 3 1.1 DEFINICIÓN DE LA INDUSTRIA…………………………………………. 3 1.2 ROLLS 23……………………………………………………………….. 4 CAPÍTULO 2: ANÁLISIS DEL MERCADO…………………………………… 5 2.1 ANÁLISIS DEL MACRO ENTORNO………………………………… 5 2.1.1 ENTORNO SOCIO DEMOGRÁFICO………………………… 5 2.1.2 ENTORNO ECONÓMICO…………………………………………. 6 2.1.3 ENTORNO POLÍTICO…………………………………………. 8 2.1.4 ENTORNO CULTURAL……………………………………….. 9 2.2 ANÁLISIS DEL MICRO ENTORNO………………………………….. 9 2.2.1 PRODUCTOS SUSTITUTOS……………………………………. 9 2.2.1.1 CEVICHERIAS…………………………………………….. 10 2.2.1.2 FUENTES DE SODAS…………………………………….. 12 2.2.2 PROVEEDORES……………………………………………………….. 13 2.2.2.1 DISTRIBUIDORES………………………………………………. 13 2.2.2.1 MERCADOSMAYORISTAS………………………………….. 15 2.2.3CLIENTES…………………………………………………………… 15 2.3 ANÁLISIS FODA………………………………………………………………. 16 2.3.1 FORTALEZAS………………………………………………………… 16 2.3.2 DEBILIDADES………………………………………………….. 16 2.3.3 AMENAZAS………………………………………………………….. 17 2.3.4 OPORTUNIDADES………………………………..…………… 17 2.4 FODA CRUZADO………………………………………………………….. 18 CAPÍTULO 3: SONDEO DE MERCADO……………………………..……… 19 3.1 SONDEO DE MERCADO………………………….………………….. 19 3.1 TIPO DE ESTUDIO………………………………………………………… 19 3.3 TÉCNICA………………………………………………………..……… 19 3.4 OBJETIVO DE SONDEO………………………………………………… 19 3.4.1 OBJETIVOS GENERALES……………………………………….. 19 3.4.2 OBJETIVOS ESPECÍFICOS…………………………………………. 19 3.5 UNIVERSO………………………………………………………………… 20 3.6 DISEÑO MUESTRAL…………………………………………..……… 20 3.6.1 FOCUS GROUP……………………………………………….. 20 3.6.2 ENTREVISTA EN PROFUNDIDAD……………………………… 20 3.7 RESULTADOS…………………………………………………………. 20 3.7.1 HÁBITOS Y PREFERENCIAS GENERALES…………………….. 20 3.7.2 EVALUACIÓN DEL CONCEPTO: ROLLS 23…………….… 21 3.7.3 TEST DE MARCA……………………………………………….. 22 3.8 CONCLUSIONES……………………………………………………………… 23 CAPÍTULO 4 DESCRIPCIÓN DEL CONSUMIDOR DE MIRAFLORES……….. 24 4.1 INFLUENCIAS DEL CONSUMIDOR…………………………………… 24 4.1.1 INFLUENCIA DE FACTORES SOCIOLÓGICOS……….….. 24 4.1.1.1 CULTURA………………………………………….……….. 24 4.1.1.2 CLASE SOCIAL………………………………………………. 24 4.1.1.3GRUPO DE REFERENCIA………………………………….. 25 4.1.2 INFLUENCIA DE FACTORES PSICOLÓGICOS………………….. 25 4.1.2.1 APRENDIZAJE………………………………………..……. 25 4.1.2.2 PERCEPCIÓN……………………………………………… 26 4.1.2.3 ACTITUD…………………………………………..……… 26 4.1.2.4 MOTIVACIÓN……………………………………………. 27 4.1.2.5 PERSONALIDAD…………………………………………… 27 CAPÍTULO 5 SEGMENTACIÓN Y POSICIONAMIENTO……………………….. 28 5.1 SEGMENTACIÓN………………………………………………………… 28 5.1.1 DESCRIPCIÓN DEL SEGMENTO OBJETIVO………………… 28 5.1.1.1 GEOGRÁFICAS…………………………………………….. 28 5.1.1.2 DEMOGRÁFICAS………………………………………………. 28 5.1.1.3PSICOGRÁFICAS………………………………………………… 28 5.1.1.4 CONDUCTUAL…………………………………………….. 29 5.1.2TARGET PRIMARIO……………………………………………………. 29 5.1.3 TARGET SECUNDARIO…………………………………………… 29 5.2 POSICIONAMIENTO………………………………………………………. 30 5.2.1 ESTRATEGIA DE POSICIONAMIENTO………………………… 30 5.2.2 ESENCIA DE MARCA………………………………… 30 CAPÍTULO 6 PLAN DE MARKETING………………………………………….. 31 6.1 OBJETIVOS…………………………………………………………………. 31 6.1.1 OBJETIVOS DEL NEGOCIO………………………………… 31 6.1.2 OBJETIVOS DE MARKETING……………………………….. 31 6.2 ESTRATEGIAS DEL MIX DE MARKETING………………………………. 32 6.2.1 PRODUCTO Y SERVICIO……………………………………………. 32 6.2.1.1 PRODUCTO………………………………………………………. 32 6.2.1.1.1CARTA……………………………….………………. 32 6.2.1.2 SERVICIO …………………………………………………. 36 6.2.1.3 MAPA DE POSICIONAMIENTO DEL PRODUCTO……… 37 6.2.1.4 PERSONAL……………………………………………………….. 37 6.2.1.4.1 PUESTOS………………………………………………….. 37 6.2.1.4.2 CAPACITACIÓN…………………………………… 38 6.2.2 PRECIO…………………………………………………………………. 38 6.2.2.1 PRECIOS DE LA COMPETENCIA………………………. 38 6.2.2.1.1 ANALISIS DE PRECIOS DE LA COMPETENCIA…….. 39 6.2.2.2 ESTRATEGIA DE PRECIO…………………………………. 43 6.2.3 DISTRIBUCIÓN………………………………………………………. 46 6.2.1 PROMOCIÓN…………………………………………….…..…. 48 6.2.3.1 ESTRATEGIA CORTO PLAZO………………………… 48 6.2.3.2 LARGO PLAZO………………………………………..… 50 CAPÍTULO 7 BRANDING………………………………………………………… 51 7.1 DESARROLLO DE LA MARCA……………………………….………. 51 7.1.1 LOGO…………………………………………………………….. 51 7.1.2 NOMBRE DE LA MARCA……………………………………… 52 7.1.3 VALORES DE LA MARCA………………………………………… 52 7.1.4 VENTAJAS DE LA MARCA………………………………………. 53 CAPÍTULO 8 EVALUACIÓN ECONÓMICA…………………………………….. 54 8.1 INVERSIÓN……………………………………………………………….. 54 8.2 RETORNO DE LA INVERSIÓN………………………………….. 55 ANEXOS…………………………………………………………………………. 57 RESUMEN EJECUTIVO El presente trabajo plasmará de manera práctica y profesional la pronta inauguración de un fast food de enrollados con rellenos de comida peruana en una zona caliente del distrito de Miraflores, enfatizando en el marketing como uno de los factores críticos de éxito más importantes. Hoy por hoy el consumidor peruano ha evolucionado, busca productos y servicios específicos. Cada producto o servicio se posiciona de una manera especial en la mente del consumidor de tal manera que cuando se manifiesta la necesidad, aparece el deseo con nombre y apellido llamado marca. El sector gastronómico no escapa de ello, actualmente existen restaurantes especializados en un tipo de comida como core business, por ejemplo las pollerías, cevicherías, chifas, hamburgueserías, etc, y cada vez que mencionas alguno de estos tipos de restaurantes, se viene a la mente la recordación de alguna marca dependiendo del target, cuando hablamos de pollerías muchos dirán Pardos Chicken, cuando hablamos de hamburgueserías - fast food otros dirán Bembos, cuando hablamos de sushi el top of mind sin duda es Mr. Sushi. La importancia del presente trabajo radica en una oportunidad de negocios llamada: Blue Ocean. En el Perú el consumo de enrollados está creciendo, las cartas de los diferentes restaurantes, sangucherías lo están incluyendo pero cuando hablamos de un lugar donde vendan exclusivamente enrollados como core business, no viene marca alguna en la mente del consumidor, pues no hay marca posicionada. 1 Actualmente se va a implementar un negocio de esta naturaleza, tomando como punto de partida esta gran oportunidad sumándole un formato de “see and eat”, que trata de ver lo que te están preparando. Este trabajo contribuirá para los inversionistas como una guía metódica y práctica para asegurar el éxito de esta idea de negocio, basándonos principalmente en el marketing como fuente de construcción de marca y posicionamiento en la mente el consumidor. Objetivo General: Lograr Ventas Totales de 1 millón de soles sin IGV en el primer año de funcionamiento. 2 CAPITULO 1: GENERALIDADES 1.1. DEFINICIÓN DE LA INDUSTRIA: La industria gastronómica en la actualidad es una de las industrias bandera de nuestro país. El sector gastronómico en Perú mantiene una tendencia de crecimiento sostenible, a tal punto que actualmente supera el ritmo de expansión del Producto Bruto Interno (PBI). El crecimiento de dicho sector ha sido impulsado por la consolidación de la gastronomía peruana a nivel nacional e internacional en los últimos años. Según estimaciones de Apega, este año los restaurantes peruanos registrarían ventas por 60.000 millones de soles y hay cerca de 140.000 establecimientos gastronómicos (debidamente censados). Una de las características más importantes del sector es que el propio peruano está orgulloso de su gastronomía y según estudios de Apega es que a nivel familiar mínimo 1 a 2 veces por semana las personas salen a almorzar/cenar a algún restaurante. Otra de las características más importantes del sector gastronómico es que es un imán muy fuerte para el turismo tanto nacional e internacional. Sólo Lima atrae cerca de 500 mil turistas gastronómicos al año. Los turistas que buscan experiencias gastronómicas provienen de diversos rincones del mundo, pero en especial de Sudamérica, y pueden llegar a gastar en promedio 150 dólares diarios en restaurantes formales e informales de todo nivel. Desde el punto de vista empresarial, el sector gastronómico es un lugar con muchas oportunidades para crear empresa. Por la diversidad de platos, combinaciones y 3 procedencias, una de las ventajas del sector gastronómico es que puedes encontrar varios nichos de mercado según la diferenciación y la ventaja competitiva de tu producto. 1.2. ROLLS 23: Rolls 23 es un fast food – restaurante de enrollados con rellenos de comida peruana que se localizará en una zona caliente del distrito de Miraflores dirigido hombres y mujeres de 21 a 45 años al NSE A y B. La ventaja competitiva de este fast food – restaurante es que es único en el distrito de Miraflores. Sumado a un concepto “see and eat” donde las personas pueden ver lo que se hace en el momento, convirtiendo el momento de consumo en un espectáculo de arte. Mayores detalles se plasmarán en el plan de marketing. A continuación se procederá con el estudio lógico y secuencial de un plan de negocios. 4 CAPITULO 2: ANÁLISIS DEL MERCADO 2.1. ANÁLISIS DEL MACRO ENTORNO: 2.1.1. ENTORNO SOCIO DEMOGRÁFICO: En Lima (compuesta
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