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Universidad Católica Andrés Bello Facultad De Humanidades Y Educación Escuela De Comunicación Social Mención: Comunicaciones Publicitarias

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Universidad Católica Andrés Bello Facultad De Humanidades Y Educación Escuela De Comunicación Social Mención: Comunicaciones Publicitarias UNIVERSIDAD CATÓLICA ANDRÉS BELLO FACULTAD DE HUMANIDADES Y EDUCACIÓN ESCUELA DE COMUNICACIÓN SOCIAL MENCIÓN: COMUNICACIONES PUBLICITARIAS TRABAJO DE GRADO CONDUCTA DEL CONSUMIDOR DE MCDONALD’S FRENTE A LOS CAMBIOS EN SUS PRODUCTOS Y SERVICIOS GONZÁLEZ DI LUDOVICO, Stephanie SAA JAIMES, María Corina Tutor: ARAUJO REYES, Elsi Margarita Caracas, septiembre del 2016 A nuestros padres, por siempre ser un apoyo incondicional y hacernos quienes somos hoy en día II ÍNDICE I. INTRODUCCIÓN .............................................................................................................. - 8 - II.PLANTEAMIENTO DEL PROBLEMA ............................................................................. - 12 - 2.1 Descripción del problema ........................................................................................ - 12 - 2.2 Formulación del problema ....................................................................................... - 13 - 2.3 Objetivos ................................................................................................................. - 13 - 2.4 Justificación ............................................................................................................ - 13 - 2.5 Delimitación ............................................................................................................. - 14 - III. MARCO CONCEPTUAL ............................................................................................... - 16 - 3.1 Conducta del consumidor ......................................................................................... - 16 - 3.1.1 Tipos de consumidor ......................................................................................... - 16 - 3.2 Definición de target .................................................................................................. - 17 - 3.2.1. Segmentación de mercado ............................................................................... - 17 - 3.2.2 Tipos de segmentación. ..................................................................................... - 18 - 3.3 Definición de marca. ................................................................................................ - 19 - 3.3.1 Identidad e imagen de marca............................................................................. - 19 - 3.3.2 Personalidad de marca ...................................................................................... - 20 - 3.3.3 Lovemark ........................................................................................................... - 21 - Tabla 1: Diferencias entre una marca y una Lovemark ................................................. - 22 - 3.4 Posicionamiento y diferenciación ............................................................................. - 23 - 3.4.1 Estrategias de diferenciación ............................................................................. - 24 - 3.5 Definición de Mercado.............................................................................................. - 25 - 3.5.1 Definición de oferta ............................................................................................ - 25 - 3.5.2 Definición de demanda ...................................................................................... - 26 - 3.5.3 Tipos de mercado .............................................................................................. - 27 - Tabla 2: Tipos de mercado, según el número de oferentes y demandantes ................ - 28 - 3.6 Brand Equity ............................................................................................................ - 31 - 3.6.1 Branding Interno ................................................................................................ - 32 - 3.7 Definición de marketing ............................................................................................ - 34 - 3.7.1 Las 4Ps de mercadeo ........................................................................................ - 35 - 3.7.3 Plan de mercadeo ............................................................................................. - 36 - III 3.7.3 Análisis FODA o DAFO...................................................................................... - 38 - 3.7.3.1 Análisis del entorno externo (oportunidades y amenazas) .................................. - 39 - 3.7.3.2 Análisis del entorno interno (Fortalezas y debilidades): ....................................... - 40 - 3.7.4 Formulación de metas ....................................................................................... - 40 - IV.MARCO REFERENCIAL ............................................................................................... - 41 - 4.1 Arcos Dorados Inc. ................................................................................................... - 41 - 4.2 Restaurantes .......................................................................................................... - 43 - 4.3 Compromiso ético .................................................................................................... - 43 - 4.4 Representantes de McDonald's................................................................................ - 44 - 4.5 “Quick facts” ............................................................................................................ - 44 - 4.6 Historia de Arcos Dorados en Venezuela ................................................................ - 45 - 4.6.1 Misión, visión y valores. ..................................................................................... - 47 - 4.7 Franquicia ................................................................................................................ - 48 - 4.7.1 Tipos de franquicias ........................................................................................... - 49 - 4.7.2 Antecedentes históricos de las franquicias ........................................................ - 51 - 4.7.3 Franquicias de comida rápida en Venezuela ..................................................... - 52 - 4.8 Historia de McDonald´s ............................................................................................ - 53 - 4.8.1 Logo y eslogan de Mcdonald's ........................................................................... - 56 - 4.9 Desarrollo Social ...................................................................................................... - 56 - 4.9.1 La casa de Ronald McDonald’s ......................................................................... - 56 - 4.9.2 McDía feliz ......................................................................................................... - 57 - 4.9.3 Patrocinador en los deportes ............................................................................. - 58 - 4.10 Categoría de productos disponibles ....................................................................... - 58 - 4.11 Competencia .......................................................................................................... - 60 - 4.11.1 Definición de competencia ............................................................................... - 61 - 4.11.2 Antecedentes históricos de la competencia de McDonald´s ............................ - 62 - 4.11.3 Competencia directa ........................................................................................ - 63 - V.MARCO CONTEXTUAL ................................................................................................. - 65 - 5.1 Venezuela ................................................................................................................ - 65 - Tabla 3: Población total de Venezuela .......................................................................... - 65 - 5.1.1 Economía .......................................................................................................... - 65 - 5.1.2 Servicios públicos .............................................................................................. - 66 - IV 5.1.3 Estilo de vida ..................................................................................................... - 69 - 5.1.5 Comidas tradicionales ....................................................................................... - 71 - 5.1.6 Inseguridad ........................................................................................................ - 74 - 5.1.7 Situación política................................................................................................ - 75 - 5.2 Falta de suministros ................................................................................................. - 77 - 5.2.2 Escasez de alimentos ........................................................................................ - 80 - 5.3 Precios regulados .................................................................................................... - 81 - 5.3.1 Regulación de precios dentro de la franquicia ................................................... - 82 - 5.4 Rotación constante de personal ............................................................................... - 83 - VI. MARCO METODOLÓGICO ......................................................................................... - 85 - 6.1 Modalidad ................................................................................................................ - 85 - 6.2. Diseño y tipo de Investigación ................................................................................
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