2013
PLAN DE MERCADEO APLICADO Línea Panadería Y Pastelería SIN GLUTEN Con el fin de contribuir a un crecimiento corporativo, se realiza este trabajo e n el que se revisaran variables internas y externas c on el fin de analizar la situación del mercado actual y contribuir con soluciones que permitan mejor ar resultados de la operación
GRUPO 002 PLAN DE MERCADEO APLICADO ESTUDIANTES DE MERCADEO 20/09/2013
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
PLAN DE MERCADEO APLICADO EMPRESA: REFIRGERIOS MCP
PRESENTADO POR: PLAN DE MERCADEO
UNIVERSIDAD JORGE TADEO LOZANO FACULTAD DE MERCADEO PROFESOR: RODRIGO TORO CERQUERA BOGOTÁ D.C 12 SEPTIEMBRE DE 2013
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
TABL A DE CONTENIDO CONTENIDO
OBJETIVO GENERAL OBJETIVOS ESPECÍFICOS
I.
ANÁLISIS DE LA EMPRESA 1.1
NOMBRE DE LA EMPRESA
1.2
ACTIVIDAD PRINCIPAL
1.3
MERCADO META
1.4
LOCALIZACIÓN
1.5
SECTOR ECONÓMICO
1.6
MISIÓN
1.7
VISIÓN
1.8
OBJETIVOS CORPORATIVOS
1.9
ESTRATÉGIAS CORPORATIVAS
1.10 ESTRUCTURA ORGANIZACIONAL 1.11 ESTRATEGIA DE MEZCLA DE PRODUCTO 1.12 ESTRATEGIA DE MEZCLA DE DISTRIBUCIÓN
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
II.
ANÁLISIS DEL ENTORNO
2.1
MEDICIÓN DE LA DEM AN DA DEL M ERCA DO
2.2
COMPORTAMIENTO COMPORTAMIENTO DEL CONSUMIDOR CONSUMIDOR
2.2.1 SEGMENTACIÓN 2.2.2 COMPORTAMIENTO DEL CONSUMIDOR 2.2.3 DISTRIBUCIÓN 2.2.4 PRECIO 2.2.5 COMUNICACIÓN 2.3
ETAPA DEL CICLO DE VIDA VIDA DEL PRODUCTO
2.4
TENDENCIAS TENDENCIAS DEL MACROENTORNO
2.4.1
SOCIOCULTURALES
2.4.2
DEMOGRÁFICAS
2.4.3
POLÍTICAS Y LEGALES
2.4.4
TECNOLÓGICAS
2.4.5
ECONÓMICAS
2.4.6
COMPETENCIA
III.
TENDENCIAS DEL MACROENTORNO 3.1
MERCADO
3.2
GERENCIA
3.3
FINANCIERAS
3.4
INVESTIGACIÓN Y DESARROLLO
3.5
RECURSOS HUMANOS
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
INTRODUCCIÓN Actualmente se ha notado un notable interés de las personas pers onas por conocer un u n poco más a fondo las causas de algunos problemas gástricos que presentan llegando así a distintos resultados o diagnósticos que les permitan entender algunas causas de los síntomas. Rápidamente ha incrementado el tema de la la enfermedad celiaca el cual indica que a causa del gluten, un gran número de personas sufren algún tipo de trastorno digestivo que lo convierte intolerante a este compuesto. Para entrar en contexto el gluten es un grupo de proteínas presentes en algunos cereales, especialmente en el trigo. Este último está relacionado con otros cereales de grano, como el centeno, la cebada y la avena, debido a que estos granos también poseen algo de gluten en su composición. La mayoría de las personas digieren el gluten fácilmente. Sin embargo, una pequeña parte de la población es intolerante al gluten, lo que es más comúnmente conocido como enfermedad celiaca. La gliadina parece ser la proteína que presenta el mayor problema en la enfermedad celiaca o intolerancia al gluten; los anticuerpos contra la gliadina son comúnmente encontrados en los complejos inmunes asociados con esta enfermedad.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
JUSTIFICACIÓN
Bajo el planteamiento de toda la información actual de la empresa y de la información adicional que se encuentra disponible en internet y en distintos medios informativos con respecto al gluten y toda la problemática actual, se pretende desarrollar formalmente un plan de mercadeo para esta empresa que permita sustentar e impulsar un nuevo concepto de productos alimenticios con la característica principal de que se encuentran libres de este componente y por supuesto poder identificar las características principales de las personas que tienen problemas con la absorción de este componente desarrollando así diferentes estrategias para un nicho de mercado desatendido sustancialmente y al cuál hay que enfocar las distintas estrategias de mercadeo.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
OBJETIVO GENERAL Diseñar un Plan de Marketing estratégico con énfasis en el desarrollo de estrategias de distribución y de ventas para el nuevo portafolio de productos sin gluten de la empresa.
OBJETIVOS ESPECÍFICOS
Identificar los consumidores potenciales para el nicho de mercado que representa los productos sin gluten. Diseñar una estrategia de distribución específica específica para cada uno de los productos del portafolio de la línea de productos sin gluten Desarrollar una estrategia estrategia promocional para la línea de productos sin gluten Identificar variables del micro y macro entorno de la empresa Refrigerios Refrigerios MCP para analizar la posibilidad de crecimiento de la empresa. Desarrollar la matriz DOFA para identificar identificar variables que permitan permitan hacer proyecciones reales con base a la situación situación actual. Desarrollar estrategias que permitan mejorar e impulsar las actividades de de cada área de la empresa. Conocer cuáles son las fortalezas y oportunidades que tiene Refrigerios Refrigerios MCP con respecto a la competencia. Diseñar estrategias dentro de los procesos internos con el fin de que que sean ágiles y efectivos para el desarrollo comercial. Destacarnos en el mercado de la gastronomía, panadería y heladería con equipos de alta calidad y servicio para que puedan hacer parte de la cadena de valor de nuestros clientes.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
PLAN DE MERCADEO REFRIGERIOS MCP Línea de Panadería y pastelería SIN GLUTEN
I. ANÁLISIS DE LA EMPRESA 1.1
NOMBRE DE LA EMPRESA: REFRIGERIOS MCP.
1.2
ACTIVIDAD PRINCIPAL: Producir y comercializar productos alimenticios de líneas de panadería y pastelería, tales como: Panes, Galletas, Cupcakes, Tortas (dividida en dos categorías), y amasijos artesanales sin gluten.
1.3
MERCADO META: Además que las personas que sufren de la enfermedad celiaca el mercado también está enfocado a personas que están interesadas en consumir alimentos nutritivos y con un valor agregado y diferencial técnico, productos sin gluten. El mercado meta se diferencia de acuerdo a la línea de productos que tiene la empresa:
Personas con celiaquía Personas interesadas en una vida Saludable Entidades enfocadas a la buena nutrición
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
POBLACION CON ENFERMEDAD ENFERMEDAD CELIACA EN COLOMBIA En Colombia, la enfermedad celíaca no es frecuente pero sin embargo, se han diagnosticado algunos pacientes con esta entidad. De ahí la importancia de conocer la variabilidad de los síntomas y signos que orientan en el diagnóstico de esta patología. Es menester destacar que si bien la forma clínica más frecuente es la clásica, también se puede encontrar pacientes con estreñimiento que no responden al tratamiento médico-nutricional, anemias refractarias a la suplementación con hierro, enfermedades o síndromes asociados (dermatitis herpetiforme, inmunodeficiencias Ig A, síndrome de Down, diabetes mellitus, entre otros) que pudieran corresponder a esta entidad. Para finalizar, si bien en Colombia no es prevalente la enfermedad celiaca, existen casos diagnosticados que justifican el conocimiento de esta enfermedad por parte de pediatras, gastroenterólogos pediatras y nutricionistas de nuestro país. De los 13 pacientes diagnosticados, todos corresponden a la sintomatología de la enfermedad celiaca clásica, el 70 % son de género masculino, el 84% proceden de Bogotá y en su mayoría (8 pacientes), fueron diagnosticados antes de los 24 meses de vida. El siguiente cuadro muestra los enfermos celiacos registrados en la Unidad de Gastroenterología, Hepatología y Nutrición Pediátrica – Gastronutriped.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
1.5
SECTOR ECONÓMICO: Alimentos, productos de consumo masivo.
1.6
MISIÓN:
Somos una empresa dedicada al desarrollo de productos de panadería y pastelería sin gluten con el compromiso de satisfacer con excelencia a nuestros clientes, a través de la elaboración y comercialización de los mismos con estándares de alta calidad, servicio y precio que exige el mercado.
1.7
VISIÓN:
Para el 2.020, ser la empresa líder en fabricación y comercialización de productos de panadería y pastelería sin gluten en Colombia y, reconocida por la alta calidad y continua innovación en nuestros productos, brindando una opción saludable y a nivel competitivo asegurando la permanecía en el mercado.
1.8
OBJETIVOS CORPORATIVOS
Nuestra labor de 10 años, ha estado enfocada en lograr la la plena satisfacción de nuestros clientes, al ofrecerles soluciones alimenticias, contamos con un portafolio
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
1.9
ESTRATEGIAS CORPORATIVAS
Fortalecer cada una de los departamentos de la empresa y sus procesos, direccionándolos al desarrollo de la actividad comercial y por ende satisfacer las necesidades del cliente final, respondiendo así con los intereses corporativos y la visión empresarial. Esta se verá implementada en el manejo óptimo del portafolio de productos de panadería y pastelería Glutt.
OBJETIVOS DE CALIDAD: • • • • • • • •
Cliente Mejoramiento continuo Calidad Personal Medio ambiente Seguridad y salud ocupacional Sociedad Control y seguridad
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
1.11 ESTRATEGIA DE MEZCLA DE PRODUCTOS LINEA DE PRODUCTOS SIN GLUTEN: GLUTEN: 1. Amasijos Artesanales sin Gluten: Almojábanas, Arepas de yuca, carimañolas, aborrajados.
2. Panes Sin Gluten: Este tipo de pan se hace generalmente para las personas celíacas o que siguen algún tipo de dieta sin gluten, una proteína presente en las semillas de cereales como el trigo, la
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
las personas que tiene la enfermedad celiaca aunque aclaramos que nuestro producto lo puede consumir cualquier persona.
4. Galletas Las galletas sin gluten serán la nueva línea de producto (sugerida) ya que hacen parte de productos de panadería y REFRIGERIOS MCP cuenta actualmente con la capacidad instalada para iniciar con las pruebas preliminares para su elaboración no es muy dispendiosa ni costosa por lo cual hay una oportunidad para iniciar con los productos libre de gluten y lanzarlos al mercado. Las galletas son artesanales y cuentan con la característica principal (diferencial técnico y simbólico) que están libres de gluten lo cuál es su principal valor agregado y de hecho segmenta el producto hacia un mercado nuevo. Las galletas serán empacadas un recipiente plástico transparente para su fácil comercialización.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
1.12 ESTRATEGIA DE MEZCLA DE DISTRIBUCIÓN En la estrategia de mescla de distribución de la diferentes líneas de productos Glutt, se desea satisfacer esos primeros clientes potenciales que son para nuestra compañía. La capacidad de producción que tiene nuestra compañía muestra que estamos en condiciones de abastecer un mercado masivo y hacia esto se dirige nuestra política de distribución, en la cual pretendemos llegar al mercado por diferentes canales como lo son: Distribuidores Especializados Tiendas Especializadas Superetes
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
2. ANÁLISIS DEL ENTORNO MEDICIÓN DE LA DEMANDA DEL M ERCADO 2.1 MEDICIÓ Para entrar en contexto el gluten es un grupo de proteínas presentes en algunos cereales, especialmente en el trigo. Este último está relacionado con otros cereales de grano, como el centeno, la cebada y la avena, debido a que estos granos también poseen algo de gluten en su composición.
Cuando la harina de uno de estos cereales se mezcla con agua, dos proteínas del grano pertenecientes al grupo de las prolaminas, las gliadinas y las glutaminas, se unen para formar una red proteica llamada gluten. En el proceso de panificación, las proteínas del gluten son las responsables de la elasticidad y extensibilidad de la masa, siendo cruciales para la obtención de un buen pan. Sin ellas, el pan no poseería la estructura adecuada y tampoco elevaría (no leudaría).
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Debido a que es el sistema inmunológico del propio cuerpo el que causa el daño, la enfermedad celiaca es considerada como un desorden autoinmune. Sin embargo, también es clasificada como una enfermedad de malabsorción ya que los nutrientes no son absorbidos. Además de estos términos, la enfermedad celiaca también es conocida como esprue celiaco, esprue no tropical y enteropatía sensible al gluten. La enfermedad celiaca es una enfermedad genética, lo que significa que es transmitida dentro de una familia. En algunos casos la enfermedad es provocada o se vuelve activa por primera vez después de una intervención quirúrgica, del embarazo, parto, infección viral o de un severo estrés emocional. COMPORTAMIENTO DEL CONSUMIDOR CONSUMIDOR 2.2 COMPORTAMIENTO
2.2.1 SEGMENTACIÓN
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
2.2.2 COMPORTAMIENTO DEL CONSUMIDOR Las investigaciones acerca de los alimentos y los efectos que estos van generando en el cuerpo han cambiado la percepción de las personas, ya las población se comenzó a dar cuenta que lo que creían comer relativamente sano, ya no lo era. La sociedad ha tenido que aprender a escuchar y leer información “alternativa”, es decir, médicos, nutricionistas y científicos de diferentes áreas, que se han alejado de los conocimientos clásicos y hoy están generando un montón de información relacionada con la salud y la nutrición que es MUY nueva para cualquier persona, que haya sido criada con la idea de que hay que tomar mucha leche, comer carne
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
BUSCANDO UNA C URA A LA ENFERMEDAD CELÍAC
Estamos en un momento de gran importancia para la comunidad Celíaca y toda su familia. Los investigadores están prestando atención al tema y los avances son notorios, aunque no definitivos todos prometen que en un tiempo, tendremos novedades importantes para revertir o combatir la intolerancia al gluten. Comenzaremos por la investigación de la vacuna Nexvax 2, creada por los laboratorios Immusan T y que por ahora tiene buenos resultados, aunque todavía está en proceso de investigación. Serían 3 dosis que terminarían con la intolerancia al gluten.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Las tiendas de barrio se han constituido en un punto de referencia cultural notable, ya que en su dinámica han condensado una gama de representaciones colectivas que los participantes de dicha microcomunidad hacen explícito mediante sentimientos de pertenencia, lazos de solidaridad, deseos de compartir, que se refleja en normas de comportamientos y en el manejo de códigos implícitos como los siguientes: “En las tiendas de barrio se presta todo tipo de servicios: recepción
y transmisión de mensajes entre los vecinos, publicación de información de interés general, vigilancia respecto al movimiento de gente extraña o de personas sospechosas, siendo de esta manera los lugares favoritos para la discusión de problemas comunes o para el conocimiento de la noticia del día en el barrio, en el país o internacionalmente” (González y Pinilla, 2004:44).
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Teniendo esto en cuenta nos estaríamos dirigiendo solamente al 14,4% de la población en Bogotá.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Restaurantes Especializados Especializados
Para los restaurantes especializados la tarea se hace un poco más dispendiosa, en cuanto a que se debe realizar una estrategia de marketing directo con cada uno de estos restaurantes, toda estrategia o herramienta que minimice el tiempo de contacto con los propietarios de estos restaurantes generara menores costos en la logística comercial. Posterior a la obtención de estos clientes los costos serán menores debido a que el contacto ya está hecho y la tarea será fidelizar estos clientes mediante la atracción de los consumidores a estos lugares lo cual se llevara a cabo por las redes sociales que agrupan a veganos, celiacos y personas con interés en cuidar su salud.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
2.2.4 PRECIO
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
El precio de introducción al mercado, de las diferentes líneas de productos Glutt, tendrá un descuento especial con el fin de darlas a conocer en el mercado y al segmento en especial que le interesa a refrigerios MCP. Que es das a conocer sus
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
2.4.2
DEMOGRÁFICAS
La distribución y venta será en la ciudad de Bogotá en la zona centro y norte, y
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
país, pero no había sido reconocida por no estar debidamente organizados sus productores. Dice además, que durante los años 1996 y 1997 se mantuvo la proporción de producción de yuca en el país y que particularmente hay diez departamentos que
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
Trusted by over 1 million members
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.