UNIVERSIDAD ANDINA NÉTOR CÁCERES VELÁSQUEZ CAP.ADMINISTRACIÓN Y MARKETING
UNIVERSIDAD ANDINA NÉSTOR CÁCERES VELÁSQUEZ FACULTAD DE CIENCIAS ADMINISTRATI VAS
CURSO: MARKETING INTERNACIONAL
CAP. ADMINISTRACI
CASO
ON Y MARKETING.
ALICORP
PRESENTADO POR: LEON YANA KARL KEVIN DOCENTE: DRA. DELVY MAYTA JARA SEMESTRE: IX B
PUNO -2015
CAMARA DE COMERCIO INTERNACIONAL
Página
UNIVERSIDAD ANDINA NÉTOR CÁCERES VELÁSQUEZ CAP.ADMINISTRACIÓN Y MARKETING
CONTENIDO
INTRODUCCIÓN I. II.
HISTORIA ENTORNO DEL MARKETING 1. ENTORNO ECONOMICO 2. ENTORNO CULTURAL 3. ENTORNO DEMOR!"ICO #. ENTORNO P$LITICO LEAL %. ENTORNO "INANCIERO &. ENTORNO TECNOLOICO '. COMPETENCIA III. ESTRATEGIAS DE MARKETING 1. ESTRATEIA DE PRODUCTO 2. ESTRATEIA DE PROMOCI$N 3. ESTRATEIA DE CANAL DE DISTRIBUCION
INTRODUCCION
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UNIVERSIDAD ANDINA NÉTOR CÁCERES VELÁSQUEZ CAP.ADMINISTRACIÓN Y MARKETING
En () *+(,(n-( -+aa/0 (,+ii+(0, )a 4i,-0+ia5 )0, (n-0+n0, (n )0, 67( ,( (,(n80)8i9 8i(n( (,(n80)8i;n0,( )a (*+(,a ALICORP< (n ,7, i=(+(n-(, a,*(-0,: (0n9i0< 7)-7+a)< (0g+á>0 (n-+( 0-+0,< a,? 00 00 ,7, (,-+a-(gia, ( *7)iia ( 4i,-0+ia. A)i0+* S.A.C.< (, 7na (*+(,a nai0na) 0n 0*(+ai0n(, (n A+g(n-ina< C4i)(< E7a0+< C0)0ia< P(+@< 0n (*0+-ai0n(, a á, ( 23 *a?,(, () 7n0. E, )a ,(g7na (*+(,a ( C0n,70 Ma,i80 á, g+an( ( )a +(gi9n Anina. E,-a (*+(,a< 0*(+a a -+a8;, ( 2' i,-+i7i0+(, a ni8() nai0na)< (n )a -0-a)ia ( a)a(n(, ,7*(+(+a0,< 0n-an0 0n 12 a)a(n(, *+0*i0, a ni8() nai0na)< 0n 2% 0>ina, ( 8(n-a,< *)an-a, in7,-+ia)(, 0n a(,0 a )0, # á, i*0+-an-(, *7(+-0, () *a?,. P0+ 0-+0 )a0< A)i0+* *+07( 0(+ia)ia *+07-0, ( 0n,70 a,i80 -an-0 a) P(+@ 00 a) M(+a0 In-(+nai0na)< 0n á, 1& a+a, (n 1& a-(g0+?a, i,-in-a,. A,ii,0< 0(+ia)ia *+07-0, in7,-+ia)(, 0n 1# a+a, i+igia, a 0-+a, in7,-+ia,< n7-+i(n-(, ania)(, a -+a8;, ( 2 a+a, *a+a a)i(n-ai9n. E, i*0+-an-( (ni0na+ 67( )a (*+(,a )i(+a () (+a0 (n () ,(-0+ ( *+07-0, ( 0n,70 a,i80 a ni8() nai0na)< 07*a () ,(g7n0 )7ga+ a ni8() ( La-in0a;+ia E,*(+an0 67( () *+(,(n-( a*0+-( a) )(-0+ 0n a)g7n0, 0n0ii(n-0, (n a+(-ing in-(+nai0na)< +(,*(-0 a (,-a a+a< (,a++0))a+(0, () -(a (n )0, ,ig7i(n-(, a*?-7)0,.
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I.
HISTORIA
La 4i,-0+ia ,( iniia 7an0 (n 1'1 () +7*0 R0(+0 a67i(+( An(+,0n C)a-0n F C0*an< 67( *+07?a a(i-(, g+a,a, 0(,-i)(,. E,( i,0 aG0 ,( (*(9 a ))aa+ C0*aG?a In7,-+ia) P(+@ Pa?>0 S. A. HCIPPSA. 22 aG0, (,*7;, H13< ,( =7,i0na+0n 0n Ca)i-0 R0(+0 S. A. O)(agin0,a, Pi,0 S. A.< 0-+a, (*+(,a, () +7*0 R0(+0 (iaa, a *+07i+ a(i-(,< g+a,a, 0(,-i)(, /a9n ( )a8a+. En 1% A67i(+(n La "a+i) S. A.< 0*aG?a (iaa a ()a0+a+ 0(+ia)ia+ a(i-(, g+a,a, 0(,-i)(,< /a9n ( )a8a+< 4a+ina< >(0, ga))(-a,5 a,0+i0, C0n,0+i0 Di,-+i7i0+ S. A.< (*+(,a =7naa (n 1'& *0+ () +7*0 R0(+0 (iaa a )a 0(+ia)iai9n ( *+07-0, ( 0n,70 a,i80 nai0na)(, ( i*0+-a0, (n -00 () *a?,. Tai;n aia+0n ( n0+(: ( CIPPSA *a,a+0n a ,(+ C0n,0+i0 ( A)i(n-0, "a+i) Pa?>0. En 1& A67i(+(n Ni0)ini M0)in(+a () P(+@< (*+(,a, ( ()a0+ai9n 0(+ia)iai9n ( 4a+ina,< >(0,< a)i(n-0, a)an(a0, (+(a)(,. Un aG0 á, -a+( aia+0n ( n0+( a A)i0+* S. A. A. E) 3 ( a0 ( 1 (*(9 a 0*(+a+ () C(n-+0 ( Di,-+i7i9n C(n-+a) (n () P+(i0 C(n-+a) HCDC. E) CDC 0n,0)i9 )a 0*(+ai9n ( in0 a)a(n(, 67( ,( an(/aan ( =0+an in(*(ni(n-(. En () 2# A,0+i0 A)i(n-7 S. A.< (iaa a )a in7,-+ia)iai9n< 0(+ia)iai9n i,-+i7i9n ( 4()a0, La0+g4ini. P0,-(+i0+(n-( (n () 2% A67i+i(+0n )a, a+a, ( /a9n Ma+,())a )0, (-(+g(n-(, O*a) Aig0. Tai;n iniia+0n 0*(+ai0n(, (n E7a0+< 0n( (*(a+0n a 8(n(+ )0, *+07-0, 67( =a+iáa0, (n () P(+@. C0n,ig7i(+0n (n () 2& () 1 ( )a, ai0n(, ( M0)in(+a Ina S. A.< 0n )a 67( a*)ia+0n ,7 a*aia ( 0=+((+ 4a+ina in7,-+ia). Un aG0 (,*7;, E*(a+0n () *+0(,0 ( in-(+nai0na)iai9n (n E7a0+< a67i+i(n0 E,i0< 7na *+07-0+a i,-+i7i0+a ( 4()a0,. En () aG0 2 A67i+i(+0n T4( Va)7( B+an C0*an (n A+g(n-ina< 7na ( )a, (*+(,a, á, i*0+-an-(, ( *+07-0, *a+a () 7ia0 *(+,0na) () 40ga+. E,( i,0 aG0< (n C0)0ia 0-78i(+0n P+0*(+,a< 67( *+07( i,-+i7( *+07-0, ( 7ia0 *(+,0na). En () aG0 21 A67i(+(n San=0+ (n A+g(n-ina< 67( (n-+( 0-+0, *+07-0, -i(n( )a -+aii0na) ga))(-a O(0n< *a+a () aG0 ,ig7i(n-( a67i(+(n a67i+i(+(n I-a)0 Man(+a< (*+(,a ( 67(67(, *a,-a,.
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UNIVERSIDAD ANDINA NÉTOR CÁCERES VELÁSQUEZ CAP.ADMINISTRACIÓN Y MARKETING
Pa+a () 212 a67i(+(n )a 4i)(na Sa)0=00< 7na (*+(,a 67( *+07( i,-+i7( a)i(n-0 a)an(a0 *a+a *((,. Tai;n a67i+i(+0n< (n () P(+@< a UCISA< (iaa a )a ()a0+ai9n ( a(i-(, (+i8a0, g+a,0,5 Ina),a< 0+i(n-aa *+ini*a)(n-( a) ,(g(n-0 =00 ,(+8i( ( ,a),a,5 ( In7,-+ia, TEAL< 67( (n-+( 0-+0, *+07-0, ( 0n,70 a,i80 -i(n( a )a a+a Sa9n. En ,(g7ia a67i+i(+0n Pa,-i>i0 San-a Aá)ia< )a 0*aG?a ( i(n(, ( 0n,70 á, g+an( ( Mina, (+ai,< (n B+a,i) () aG0 21# A67i+i(+0n )0a) A)i(n-0,< )a (*+(,a )?(+ (n () (+a0 ( (+(a)(, () P(+@< á, 0n0ia *0+ ,7 a+a !ng().
GIRO DE LA EMPRESA A)i0+* (, 7na (*+(,a (iaa a )a ()a0+ai9n ( *+07-0, in7,-+ia)(,< ( 0n,70 a,i80 n7-+ii9n ania). En -00, ,7, *+0(,0, ( *+07i9n< A)i0+* 7*)( 0n (,-ána+(, in-(+nai0na)(, ( a)ia 0*(-i-i8ia. En )0, @)-i0, aG0,< )a (*+(,a 4a ()(8a0 ,7, ni8()(, ( *+07i9n 0n,0)ian0 ,7 )i(+ag0 (n i8(+,a, a-(g0+?a,. P+07( )0, ,ig7i(n-(, *+07-0,: Ti(n( á, ( 1& a+a, ( *+07-0, (n -00 La-in0a;+ia ( )0, ,ig7i(n-(, -i*0,:
CONSUMO MASIVO • • • • • • • • • •
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PRODUCTOS INDUSTRIALES •
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• • • •
ALICORP
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NUTRICIÓN ANIMAL MARCAS
•
II.ENTORNO DE MARKETING 1.- ENTORNO ECONÓMICO •
E"&'("' M)"*!#+:
S7 a-i8ia (0n9ia 0n,i,-( (n )a =a+iai9n i,-+i7i9n ( a(i-(, g+a,a, 0(,-i)(,< >(0,< 4a+ina,< ga))(-a,< /a9n *a+a )a8a+< (-(+g(n-(,< ,a),a,< 4()a0,< +(=+(,0, in,-an-án(0,< a)i(n-0, a)an(a0, *a+a 0n,70 ania)< *+07-0, ( 7ia0 *(+,0na) 0)(?na ( *(,a0 0n a)-0 0n-(ni0 ( O(ga 3< a,? 00 )a i,-+i7i9n ( *+07-0, =a+ia0, *0+ -(+(+0,. •
En A)i0+*< )0, *+0(,0, ( *+07i9n ,( +(a)ian a*)ian0 )0, á, a)-0, (,-ána+(, ( a)ia •
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UNIVERSIDAD ANDINA NÉTOR CÁCERES VELÁSQUEZ CAP.ADMINISTRACIÓN Y MARKETING
in-(+nai0na)(n-( a(*-a0,. E,-0 )(, *(+i-( )0g+a+ *+07-0, ( )a,( 7nia) 67( ,a-i,=a(n )a, (ig(nia, ( )0, 0n,7i0+(,. 0< )0, *+07-0, ( A)i0+* ,( (*0+-an a 1# *a?,(,: ai-?< C4i)(< B0)i8ia< R(*@)ia D0iniana< EE.UU< C0,-a Ria< E7a0+< C0)0ia< V(n(7()a< 0n7+a,< Nia+ag7a< 7a-(a)a< Panaá B()i(. C0n 0*(+ai0n(, *+0*ia, (n P(+@< A+g(n-ina< C0)0ia E7a0+. En )0, @)-i0, aG0,< )a (*+(,a 4a ()(8a0 ,7, ni8()(, ( *+07i9n 0n,0)ian0 ,7 )i(+ag0 (n i8(+,a, a-(g0+?a,. P0+ (/(*)0 (n ,7, *+07-0, ( ,a),a (++9 () aG0 2' 0n 7na *a+-ii*ai9n (n () (+a0 +;0+ () &1.'. En *a,-a,< 0n,0)i9 ,7 )i(+ag0 (n )a a-(g0+?a a)anan0 7na *a+-ii*ai9n ( #& a) i(++( () 2'. E) n(g0i0 ( N7-+ii9n Ania) 0n-in79 )i(+an0 a) +(*+(,(n-a+ () '( *a+-ii*ai9n. •
A) +(,*(-0< (n )0, aG0, 21 211< )a, (*0+-ai0n(, +(*+(,(n-a+0n 1'.2 1. ( ,7, 8(n-a, n(-a,< +(,*(-i8a(n-(. •
2.- ENTORNO CULTURAL
La 7)-7+a ,7a(+iana (,-á a+aa *0+ () *a,a0 0)0nia) () an(,-+0 *+(0)0in0 (n *+ini*a) (ia a )0, 67( ,( =7(+0n ,7an0< (n i,-in-a (ia< ()((n-0, -+a?0, *0+ *0,-(+i0+(, inig+an-(, 67( =7(+0n ))(gan0 a )a +(gi9n. A,? i,0 ,( 8( () +(i(n-( (,a++0))0 ( 7na 7)-7+a (na+aa (n () *+0(,0 ( )0a)iai9n. •
En )a *+i(+a i-a () ,ig)0 XX< () -ang0< 7n (,-i)0 7,ia) 7na ana ( 0+ig(n +i0*)a-(n,( Ha+g(n-in07+7g7a0< -780 g+an ;i-0 (n E7+0*a C0)0ia. E,-a @,ia (+a in-(+*+(-aa (n a,-())an0 )0 67( n0 =7( 7n 0,-á7)0 *a+a ,7 i=7,i9n (n () (-(+i0+. Tai;n a)g7na, (*+(,i0n(, 7)-7+a)(, ( B+a,i) -i(n(n 7na =7(+-( *+(,(nia a ni8() 7nia) 0n( ()((n-0, 00 () Ca*0(i+a< )a 0,,a n08a () ,aa 7(n-an 0n +(n0+( 7ni8(+,a). •
La )i-(+a-7+a -i(n( 7na i*0+-ania ,igni>a-i8a (n S7a;+ia *+7(a ( ())0 ,0n ,7, -+(, (,+i-0+(, 67( 4an ,i0 •
ALICORP
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UNIVERSIDAD ANDINA NÉTOR CÁCERES VELÁSQUEZ CAP.ADMINISTRACIÓN Y MARKETING
)a7+(a0, 0n () P+(i0 N0() ( Li-(+a-7+a< a+i()a Mi,-+a)< Pa)0 N(+7a a+i() a+?a Má+67(. J0+g( L7i, B0+g(, (, -ai;n 7n g+an (*0n(n-(. •
$.- ENTORNO DEMOGRÁ,ICO P+(,(n-( (n i,-in-0 *a?,(, ( La-in0a;+ia 00 E7a0+< P(+@< B+a,i)< C4i)( A+g(n-ina. •
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Di+igi0 a i=(+(n-(, ,(-0+(, -an-0 a aa, ( a,a< niG0,< /98(n(,< a,0-a,< (n-+( 0-+0,. •
En )a a-7a)ia (,-án i+igi;n0,( a ,(g(n-0, NINIS H,(g(n-0, ( *(+,0na, 67( ni -+aa/an ni (,-7ian •
%.- ENTORNO POLTICO-LEGAL POLTICA INTEGRADA A LOS SISTEMAS DE GESTIÓN •
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ALICORP
E((+ )a, (*(-a-i8a, ( ,7, )i(n-(, 0n,7i0+(, 0=+(i;n0)(, *+07-0, ,a)7a)(, ,(+8ii0, (n 0n,-an-( inn08ai9n< 0n )a a*)iai9n ( (ig(n-(, (,-ána+(, ( a)ia. P+(8(ni+ )a 0n-ainai9n ai(n-a)< a,(g7+a+ () 7,0 a(7a0 ( +(7+,0,< *+008(+ () 0*0+-ai(n-0 ,(g7+0 *a+a (8i-a+ 67( )a, *(+,0na, ,7=+an )(,i0n(, 0 aG0, ( ,a)7 (n ,7, in,-a)ai0n(, a ()iina+ )0, aG0, a-(+ia)(, (n g(n(+a).
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UNIVERSIDAD ANDINA NÉTOR CÁCERES VELÁSQUEZ CAP.ADMINISTRACIÓN Y MARKETING
C7*)i+ 0n )0, +(67i,i-0, )(ga)(, a*)ia)(, 80)7n-a+i0, 67( )a E*+(,a a,7a *+0-(g(+ ,7, a-i8ia(, 0n-+a ,7 *0,i)( 7,0 *0+ 0+ganiai0n(, i)?i-a,. D(,a++0))a+ a) *(+,0na). S(+ ,0ia)(n-( +(,*0n,a)( 0n ,7 (n-0+n0<
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5.- ENTORNO ,INANCIERO C0n,-an-( +(7i9n ( )a (7a >nani(+a< )a 67( 4a *(+i-i0 +(7i+ (n =0+a 0n,0)iaa () +a-i0 ( a*a)anai(n-0 ( 1.&2 (n ii(+( 1 a .'& (n () 2%< (/0+a (n )a 0(+-7+a ( ga,-0, >nani(+0, ( )a (7a. •
D7+an-( )a ;aa ( )0, , )a (,-+a-(gia ( A)i0+* (,-780 a0aa a 0n,0)ia+ ,7 *0,ii9n (n )a in7,-+ia a -+a8;, ( *+0(,0, ( =7,i0n(, a67i,ii0n(,< )0 7a) ,( +(a)i9 (ian-( () in+((n-0 ( )0, *a,i80,. A *a+-i+ () aG0 < A)i0+* (,-780 (iaa a +(7i+ ,7 (7a >nani(+a a -+a8;, ( ,7 *+0*ia g(n(+ai9n ( a/a< a*0+-(, ( a*i-a) (n (n0+ (ia 0n +(7+,0, ( )a 8(n-a ( a-i80, >/0,. A,ii,0< )a 0*aG?a +(a)i9 i*0+-an-(, (,=7(+0, *a+a 0n,0)ia+ ,7 ,in(+gia (/0+a+ )a (>i(nia ( ,7, *+0(,0, •
.- COMPETENCIA En-+( )0, *+ini*a)(, 0*(-i0+(, ( A)i0+* S.A.C. (n0n-+a0,< )a, ,ig7i(n-(, a+a,: •
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N(,-)(: 0*i-( *+ini*a)(n-( (n )a, a-(g0+?a, ( a)i(n-0,< (n (,*(ia) (n ga))(-a, g0)0,ina, a -+a8;, ( ,7 )?n(a D0n0=+i0. Uni)(8(+: 0*i-( -an-0 (n )a a-(g0+?a ( a)i(n-0,< (n *+07-0, 00 a+ga+ina HD0+ina a0n(,a, H())an,< 00 (n *+07-0, n0 0(,-i)(, 00 (-(+g(n-(, HA+i(). K+a=-: 0*i-( *+ini*a)(n-( (n )a a-(g0+?a ( a)i(n-0,< (n=0a0 (n ga))(-a, +(=+(,0,. P: 0*i-( *+ini*a)(n-( (n *+07-0, ( )i*i(a 00 (-(+g(n-(, HA( • •
MARCAS ESPEC"ICAS DE ECUADOR Y SUS COMPETIDORES •
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ENTORNO TECNOLÓGICO T0a, ,7, *)an-a, (,-án i,(Gaa, 0n -(n0)0g?a ( a8anaa< +(gia, a/0 )a, n0+a, C0( (+-i>ai0n(, ISO< ACCP< BPM BASC< )0 7a) )(, 4a *(+i-i0 ()(8a+ )0, (,-ána+(, ( *+07i9n )a a)ia ( ,7, *+07-0,. •
Pa+a )a ()a0+ai9n ( ,7, *+07-0, 7(n-a 0n (67i*0, ( @)-ia g(n(+ai9n< )?n(a, a7-0a-iaa, ( *+0(,0, a67ina+ia ( a8anaa. •
III.
ESTRATEGIAS DE MARKETING •
1.- ESTRATEGIAS DE PRODUCTO A!& *'34&!' A)i0+* )i(+a () (+a0 0n 7na *a+-ii*ai9n ( %' 7n ,9)i0 *0+-a=0)i0 ( a+a,: QP+i0+< QP+i0+ P+(i7< QCa*+i< QC0in(+0< QCi)< Q"+i0) QC+i,0). E) (,a++0))0 ( 7n ,0)8(n-( *)an ( a+(-ing () an(/0 (>i(n-( ( )a (,-+a-(gia ( *+(i0, g(n(+a+0n 7n a7(n-0 (n 8(n-a,. •
G#++ A+!'( i*7),a0 *0+ () a*00 0n,i,-(n-( a ,7, *+ini*a)(, a+a,< a,? 00 *0+ () )anai(n-0 ( n7(8a, ga))(-a, 0n (()(n-(, +(,7)-a0,. En-+( (,-a, @)-ia, (,-aa )a a+a QK+a*,< 67( ,( 0n8i+-i9 (n () *7n-0 ( 67i(+( ( )a, in7+,i0n(, (n () 7n0 ( )a, ga))(-a, 0-() =0+-a)(i9 ,7 *0,ii9n 0*(-i-i8a (n () ,(g(n-0 ( )a, ga))(-a, ,a)aa,. O-+0, )anai(n-0, =7(+0n Q)ai-a, D0)( C400)a-(< QR())(na, N(g+i-a,< Qa=(+ 12< QR())(na, D?a M(n-a QR())(na, ";ni L@7a. •
R6(' " '+70 A)i0+* an-780 7na ,9)ia *0,ii9n ( )?(+ 0n 7na *a+-ii*ai9n ( &2 a -+a8;, ( )a, a+a, QN(g+i-a< QKan@ QYa*,. QN(g+i-a 0n,-i-7( )a a+a )?(+ (i0< (n g+an *a+-(< a ,7 *0,ii0nai(n-0 00 Q() +(=+(,0 ( á, +i0 ,a0+ 0n +(nii(n-0 ( -+(, )i-+0,. •
ALICORP
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UNIVERSIDAD ANDINA NÉTOR CÁCERES VELÁSQUEZ CAP.ADMINISTRACIÓN Y MARKETING
M#(#(!"# *'34&!# En (,-( +7+0< an-78i(+0n () )i(+ag0 () (+a0 0n 7na *a+-ii*ai9n ( % a -+a8;, ( )a, a+a, QMan- QS())0 ( O+0. En 7an-0 a QMan-< 0n-in79 a )a a(a () (+a0 g+aia, a ,7 *0,ii0nai(n-0 00 Qi(a) *a+a () 7n-a0. P0+ ,7 *a+-(< QS())0 ( O+0 +()an9 ,7 iag(n 0n,(+89 ,7 *0,ii0nai(n-0 00 )a a+ga+ina i(a) *a+a )a 0ina )a +(*0,-(+?a< 0n 7n (*a67( +(n08a0 7n -0n0 ( 07niai9n á, (0i0na) 67( *(+i-( 7n a0+ a(+a+i(n-0 a )a 0n,7i0+a. T00 ())0 4i0 ( QS())0 ( O+0 )a ,(g7na a+a (n )a a-(g0+?a. •
D&("& C0n-in7an0 0n )a (,-+a-(gia ( 0n,0)iai9n () *0+-a=0)i0< )0, (,=7(+0, (,-78i(+0n (n=0a0, (n a7(n-a+ () 8a)0+ ( )a, a+a, QB0)?8a+ QO*a). Aii0na)(n-(< ,( in7+,i0n9 (n () ,(g(n-0 (0n9i0 0n () )anai(n-0 ( QMa+,())a Ma. •
8#9'" * +#7#( =0+-a)(i(+0n )a a+a QB0)?8a+ ( in+((n-a+0n () 8a)0+ ( ,7 *0+-a=0)i0 ( a+a, (0n9ia,. S7 a+a QB0)?8a+ (, )a )?(+ ini,7-i)(. En /7ni0< +()ana+0n )a, a+a, QJ70 QT+0( < a >na)(,< )ana+0n () n7(80 /a9n QT+0( B)an0< 67(< a) a0 ( 7n (,< ,7*(+9 a*)ia(n-( ,7, (-a, ( 8(n-a,. QJa9n Ma+,())a 0*)(-a () *0+-a=0)i0 ( Ja0n(, ( La8a+. •
H+#*': aia >na)(, () aG0< )ana+0n )a a*aGa ( 8(+an0 ( La0+gini. E,-a, ,( 8i(+0n a*0aa, *0+ 7na =7(+-( a*aGa *7)ii-a+ia< *0+ )a inn08ai9n (n ,(g(n-0, (n )0, 67( n0 0*(-?an< *0+ () +(=7(+0 () ,(g(n-0 ( ,áni4. •
P'&( !""&á"' A)i0+* in+((n-9 ,7 )i(+ag0 (n )a ,7a-(g0+?a Maa0++a, 0n )a a+a QN(g+i-a a) a)ana+ 7na *a+-ii*ai9n ( '2< 7n +;0+ 4i,-9+i0 *a+a )a (*+(,a *a+a )a a+a. •
L; * '<# En (,-a a-(g0+?a< ,( (n=0a+0n (n =0+-a)((+ () *0,ii0nai(n-0 ( QS0anina (n a7-0,(+8ii0,< () *+ini*a) ana) ( 8(n-a ( )a a+a< a -+a8;, ( a-i8ia(, ( +0-ai9n< (g7,-ai0n(, (/0+a, (n (4iii9n. •
C)!*#*' *+ #9++' aia >na)(, ( 21 in-+07/0 QP)7,())( (n () P(+@< )0 67( 0n,-i-79 () *+i(+ )anai(n-0 (n n7(,-+0 *a?, ( 7na a+a a67i+ia (n () (-(+i0+. •
PRODUCTOS ESPEC,ICAS EN ECUADOR
ALICORP
Pá!"# 5
UNIVERSIDAD ANDINA NÉTOR CÁCERES VELÁSQUEZ CAP.ADMINISTRACIÓN Y MARKETING
S#+# =A+#"#> (, 7na a+a +(,*(-aa ( g+an *+(,-igi0 67(< 7+an-( 21< an-780 () )i(+ag0 ini,7-i)( (n )0, (+a0, ( Ma0n(,a K(-47* 0n 7na *a+-ii*ai9n ( % #'< +(,*(-i8a(n-(< )0 67( )a 0n8i(+-( (n )a (/0+ 0*i9n ( ,a),a, (n8a,aa, *a+a )a aa ( a,a. •
,!*' A+!'( E) n(g0i0 (,-á ,0,-(ni0 *0+ 7na 0n-7n(n-( a+a QD0n Vi--0+i0 67( +()an9 ,7 iag(n 0n,(+89 ,7 *0,ii0nai(n-0. •
A)i(n-0 *a+a a,0-a, =M!3#?'& 0n-in79 )i(+an0 )a a-(g0+?a ( A)i(n-0 *a+a Ma,0-a,. Di+igia a) 0n,7i0+ () ana) a7-0,(+8ii0,< a >n ( =0+-a)((+ )a *0,ii9n ( )a a+a (n (,-( ana). •
2.- ESTRATEGIAS DE PROMOCIÓN La, (,-+a-(gia, ( a+(-ing *+00i9n ( A)i0+* ,( 0n(n-+an (n -+an,i-i+ () 8a)0+ ( )a n7-+ii9n )a ,(g7+ia 67( i*)ia *a+a )0, 0n,7i0+(, 0*+a+ *+07-0, ( )a á, a)-a a)ia. •
La, a*aGa, ( *7)iia n0 7(n-an 0n 7n ,)0gan 0 =+a,( *a+-i7)a+< a 67( n0 (,(an i,-+a(+ )a a-(ni9n ( )a *+0*7(,-a ( 8a)0+ () *+07-0 a-(+ia ( )a a*aGa. La, a*aGa, a,0iaa, a )a *+00i9n ( 8a)0+(, ,( ana)ian a -+a8;, ( )a "7nai9n R0(+0< a )a 7a) A)i0+* a*0+-a 7n *0+(n-a/( ( ,7 *7)iia 0(+ia). •
T0a, )a, a*aGa, *7)ii-a+ia, ( )a (*+(,a ,( (,a++0))an (n () a+0 ( )a, +(g7)ai0n(, a0+aa, *0+ )a A,0iai9n Nai0na) ( An7nian-(, HAna< )a 7a) (,-á a,+i-a a) C0n,(/0 ( A7-0+(g7)ai9n -ia P7)ii-a+ia () P(+@. E,-a, +(g7)ai0n(, in)7(n< (n-+( 0-+a,< () +(,*(-0 a )a, in0+?a,< a )0, (+(40, 47an0, a )0, niG0, (n () a+0 ( )a, a*aGa, ( *7)iia. •
En )0, =0+0, (n )0, 7a)(, in-(+a-@a ,i(*+( *+0*iia )a a*)iai9n ( )a, *+á-ia, ;-ia, ( *7)iia. •
E@3+' * E&(#&!# * ('3'!" ('*)&' B' " E)#*'( ,!*' D'" V!&&'(!' a*aGa 67( +(,a)-9 () n7(80 +0) ( )a 7/(+ (n )a ,0i(a. •
ALICORP
Pá!"#
UNIVERSIDAD ANDINA NÉTOR CÁCERES VELÁSQUEZ CAP.ADMINISTRACIÓN Y MARKETING
M!3#?'&.- A) +(,*(-0< )ana+0n 7n n7(80 0(+ia) -()(8i,i80 ( )a a+a< 67( +aa-ia )a, i=(+(nia, 67( (i,-(n (n-+( 47an0, *(++0,< )0, 67(< *0+ -an-0< n((,i-an 7na a)i(n-ai9n (,*(ia). En 0-7+( ,( i0 inii0 a )a *+00i9n QEng+?()0 0n Mia,0-. •
A+#"#. En a+0 () 2# a)a(na (n )ana0 (n E7a0+ ,( 4a *+(,(n-a0 a -+a8;, ( )a -()(8i,i9n 0n )a iag(n ( =ai)ia 67( 0*a+-(n =()i(,< (n=a-ián0,( (n ,(+ 7n *+07-0 7(n0 0n () +i0 ,a0+ ( a,a< -+aa/a () )a0 (0i0na) () 0n,7i0+< 7,an0 ,(+ 0n0ia 67(+ia *0+ () *@i0 •
$.- ESTRATEGIA DE CANAL DE DISTRIUCIÓN Di,(Ga g(,-i0na () 0()0 ( i,-+i7i9n =?,ia ( *+07-0, a )i(n-(, a ni8() nai0na) ( in-(+nai0na): +((*i9n ( *+07-0,< a)a(nai(n-0< *+(*a+ai9n ( *(i0,< aini,-+ai9n *+0g+aai9n () -+an,*0+-( 0n-+0) ( )a (n-+(ga ( *(i0, a )i(n-(,. •
A)i0+* ,( i(n-i>a *0+ -(n(+ 7n ana) ( i,-+i7i9n: La+g0: "a+ian-( Ag(n-( ()7,i80 Ma0+i,-a D(-a))i,-a C0n,7i0+ •
CANALES DE COMUNICACI$N
•
L0, *+ini*a)(, (ani,0, i*)((n-a0, *0+ A)i0+* *a+a )a a-(ni9n a )0, )i(n-(, ,0n: •
• • •
ALICORP
L?n(a -()(=9nia. Página ( ( 0n-a-0 .a)i0+*.0.*( P+0(ii(n-0 ( a-(ni9n ( +()a0,< ,7g(+(nia, a-(ni0n(, in(ia-a,.
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