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Universidad Acción Pro Educación Y Cultura UNIVERSIDAD ACCIÓN PRO EDUCACIÓN Y CULTURA UNAPEC Decanato de Ciencias Económicas y Empresariales Escuela de Mercadeo “ANÁLISIS COMPARATIVO DE LA MEZCLA DE MARKETING EN EL MERCADO DE CEREALES EN LA CIUDAD DE SANTO DOMINGO, D.N., AÑO 2010-2011” CASO: NESTLÉ DOMINICANA-MERCASID Trabajo de Grado para optar por el título de Licenciatura en Mercadotecnia SUSTENTANTES: Br. Inés I. Fuentes 2006-0981 Br. Víctor J. Jiménez 2006-2129 Br. María T. Valle 2007-0122 Asesor(a): María Luisa Montás Los conceptos emitidos en el presente trabajo de investigación son de la exclusiva responsabilidad Santo Domingo, D.N. de quien (es) lo sustentan. 2011 “ANÁLISIS COMPARATIVO DE LA MEZCLA DE MARKETING EN EL MERCADO DE CEREALES EN LA CIUDAD DE SANTO DOMINGO, D.N., AÑO 2010-2011” ÍNDICE GENERAL AGRADECIMIENTOS. i DEDICATORIAS. viii INTRODUCCIÓN. xii CAPÍTULO I ASPECTOS GENERALES DE LA ACTIVIDAD. 1.1 ¿Qué son los cereales? . 01 1.2 ¿Qué es el cereal integral? . 02 1.3 ¿Qué es un cereal refinado? . 04 1.4 Diferencia entre cereal integral y cereal refinado. 06 1.5 Beneficios del consumo de los cereales integrales y refinados. 08 1.5.1 Estudios clínicos que avalan los beneficios. .. 11 1.5.2 Estudios que revelan riesgos en pacientes con condiciones especiales. 20 1.6 Consumo de cereal integral. 21 1.6.1 Introducción del consumo de cereales en el territorio dominicano. 23 1.6.1.1 Inicios y evolución en el mercado. 25 CAPÍTULO II ANÁLISIS SITUACIONAL DE NESTLÉ DOMINICANA EN EL MERCADO DE CEREALES. 2.1 Situación del mercado. 28 2.1.1 Origen del cereal. 34 2.2 Análisis Boston Consulting Group (BCG) en el mercado dominicano. 37 2.2.1 Situación del producto. 41 2.2.2 Situación de las competencias. 53 2.3 Análisis FODA. 56 CAPÍTULO III ANÁLISIS SITUACIONAL DE MERCASID (KELLOGG’S) EN EL MERCADO DE CEREALES. 3.1 Situación del mercado. 59 3.1.1 Origen del cereal. 63 3.2 Análisis Boston Consulting Group (BCG) en el mercado dominicano. 66 3.2.1 Situación del producto. 70 3.2.2 Situación de las competencias. 79 3.3 Análisis FODA. 81 CAPÍTULO IV ESTUDIO DE CAMPO. 4.1 Diseño del estudio de campo. 84 4.1.1 Clasificación del estudio de campo. 84 4.1.2 Objetivo del estudio de campo. 86 4.2 Población objeto de estudio. 88 4.2.1 Distribución de la cuota de la muestra. 88 4.3 Metodología de la investigación. 90 4.4 Asignación de las cuotas muestréales. 93 4.5 Resultados de la investigación. 94 4.5.1 Análisis de los resultados de la investigación. 118 4.6 Resultados de la entrevista. 124 4.6.1 Análisis de los resultados de las entrevistas. 143 CAPÍTULO V ANÁLISIS COMPARATIVO DE LAS ESTRATEGIAS MERCADOLÓGICAS UTLIZADAS EN CADA CASO DE ESTUDIO, TOMANDO EN CUENTA LOS ELEMENTOS DE LA MEZCLA DE MARKETING. 5.1 Marketing mix (Mezcla de marketing) . 145 5.1.1 Definición de mezcla de marketing. 145 5.1.2 Elementos del marketing mix. 146 5.1.2.1 Definición de los elementos y sus variables. 147 5.2 Análisis FODA. 149 5.3 Elementos de la mezcla de marketing: Caso Nestlé Dominicana; en el mercado de cereales. (Objetivos, estrategias y tácticas). 155 5.4 Elementos de la mezcla de marketing: Caso MercaSID - Kellogg’s; en el mercado de cereales. (Objetivos, estrategias y tácticas). 158 CONCLUSIÓN. xiv RECOMENDACIONES. xvi BIBLIOGRAFÍA. xviii ANEXOS. xxii AGRADECIMIENTOS AGRADECIMIENTOS A Dios: En primer lugar te quiero agradecer a ti Señor misericordioso, por darme la vida y por permitirme seguir el camino que has pautado para mí en este mundo, por llenarme de mucha fe, optimismo y paciencia en las diferentes adversidades que se han presentado en esta etapa. Gracias Dios!, Sin ti esto no sería posible. A la universidad: Por darme la oportunidad de aprender durante estos largos años y hoy en día ser una licenciada en Mercadeo. A todos los empleados de esta institución que directa e indirectamente han contribuido para desarrollarme en este proceso académico. A mis profesores: Mariela Fermín: por todos los aportes brindados y por el apoyo que nos dio en cada momento de nuestra vida estudiantil. Gracias por haber contribuido a nuestra formación profesional. Wilson Pou: Gracias por todo el apoyo que nos diste durante este arduo trabajo. Manuel Peña: Eres un excelente maestro y te agradecemos inmensamente todo lo que hiciste por nosotros. i Y de manera muy especial a la Lic. María Luisa Montás, nuestra asesora. Por brindarnos su apoyo, esfuerzo y mucha dedicación en el desarrollo de este trabajo. A mis compañeros de tesis: Víctor Jiménez y María Teresa Valle, gracias al equipo que formamos logramos llegar con éxito hasta el final del camino. Gracias chicos por sus acertados aportes durante el desarrollo de este trabajo. A mis amigos: Mádelin Céspedes, Catalina Marín, Perla Beltré, Sandra Sánchez, Yina Alcántara, Sugey Peña, Joaquín Martínez, Alexis Lucín, Estefanía Barahona, Ruth Falcones y más, por compartir cada trayecto de mi vida estudiantil. Chicos, ustedes han sido mis mejores compañeros de estudio y a la vez los mejores amigos que han sabido brindarme siempre apoyo emocional, espiritual y sobre todo estudiantil. Gracias por su valiosa amistad, paciencia y por creer siempre en mí. Los quiero chicos! Inés Fuentes ii AGRADECIMIENTOS A Dios: Gracias Señor por permitirme culminar con bien cada uno de mis proyectos, y por no permitir que desvaneciera ante tantas adversidades y por mantenerme fuerte y de pie ante todo el transcurso de mi vida y carrera. A mis Primas: Yarís y Alexandra Reinoso, que siempre han sido mis hermanas, gracias por su eterno cariño y por la hermosa amistad que ha transcurrido en toda nuestra vida. A mis Suegros: Mirna y Carlos, por permitirme entrar a su familia brindándome cariño y por siempre tenerme pendiente en sus vidas. A mi Novia: Pamela Ovalle, Gracias mi amor por ser la mujer que me has enseñado amar, eres tan valiosa en mi vida, a tu lado he aprendido a comprenderte, valorarte, y sobre todo saber que siempre estas hay para apoyarme y guiarme. iii Además debo de agradecer de manera especial a: Licda. María Luisa Montás, gracias a su dedicación y a la transmisión de sus conocimientos fue posible concluir con esta investigación tan importante para mí. Le agradezco por el tiempo valioso invertido para que este proyecto se convirtiera en un hecho que me llena de orgullo y entusiasmo. Licda. Nicole Mejía, le agradezco por su inmensa colaboración en la suministración de las informaciones de la empresa Nestlé Dominicana, las cuales fueron base fundamental para el desarrollo y término de esta investigación. A mis compañeras de tesis: Inés Fuentes y María Valle, porque gracias a ellas, concluimos nuestro trabajo de grado. Quiero agradecer a todos los que en forma directa o indirecta han estado conmigo, gracias por el apoyo que he recibido por parte de cada uno de ustedes, por el cariño brindado y por formar parte de este gran proyecto. Víctor Jiménez iv AGRADECIMIENTOS A Dios: Por siempre permitirme valorar cada mínimo detalle de la vida, porque las pruebas me han dado forma y me han convertido en el ser humano que hoy soy. Confío plenamente en ti, gracias por darme la oportunidad de hoy ser una profesional y haber llegado hasta donde estoy ahora. Gracias por cada mañana, cada respiro, cada sonrisa, por mi familia y amigos, y por cada persona que pones en mi camino. A Edwin Bonilla: Gracias por ser mi amigo y compañero fiel, eres mi complemento en la vida, gracias por siempre demostrarme que solo mis miedos eran los que me hacían no seguir adelante en las metas que me proponía, me demuestras que solo hay que dar el primer paso en las cosas y luego todo fluye de manera natural. Te adoro, porque siempre sabes cómo sacar una sonrisa en mí. El conocerte ha sido algo simplemente maravilloso. A mis amigas: Jennifer Díaz y Karen Santana, gracias por estar siempre presentes en mi vida de una manera u otra, las dos están muy lejos pero a la vez siempre las tengo cerca. Karen, es v increíble lo mucho que me conoces y me comprendes, gracias mil por acogerme en tu linda familia. A las personas que hicieron que los días en las aulas de la universidad fueran diferentes y especiales: Lissette Ogando, mi hermano Raynel Vázquez, mi manita Larinel Muñoz, Isis Melo, mis ángeles Víctor Concepción y Jonathan Hidalgo, Anna Jiménez, sin ustedes la universidad no hubiera sido divertida. A los profesores que dejaron una marca en mi vida: Mariela Fermín, su manera de enseñarnos, esa paz y esa aura que usted tiene es envidiable, su corazón siempre brinda felicidad para todo el que la rodea. Manuel Peña, su dedicación y empeño por enseñarnos, la ayuda que nos ha brindado en momentos en que no sabíamos que hacer, no tiene precio, Rita Espaillat. Mi pana Wilson Pou, su método de enseñanza y su disposición a ayudarnos y orientarnos dentro y fuera del aula marcan la diferencia. A la profesora Margarita Bournigal, por las sabias técnicas que nos enseñó para ser buenos profesionales. A los mejores cuñados que una persona puede tener en esta vida. Alexandra Peguero, eres un ángel caído del cielo, siempre lo he dicho, eres mi amiga, mi segunda madre, un vi ejemplo de lo que es una verdadera mujer. Wagner Gomera, excelente ser humano, idealista, admiro su serenidad, su inteligencia y su integridad, siempre dispuesto a ayudar, mi hermana hizo una muy buena elección. A Bolívar, siempre pendiente y dedicado a toda su familia. A las personas que le han dado un toque especial a mis experiencias laborales: Nikoska Moreno, Marilyn Velázquez, Geinis Angustia, Blari Ozuna, Yissel Feliz, Kristian Sordo, Grace Rojas, Wanda Frica y Sheila del Rosario.
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