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TRABAJO COLABORATIVO
MOMENTO 1
ESTUDIANTES
MONICA ALEJANDRA VALLE HOYOS Código: 1054919018
ELIN !IOVANNY VE!A Código:
YESSICA ALE"ANDRA !OME# Código: 105$80%458
!RU&O: 10'045A('88
TUTOR
HU!O OCAM&O CARDENAS
UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA UNAD
ADMINISTRACION DE EM&RESAS
INVESTI!ACION DE MERCADOS
CEAD DOS)UEBRADAS
'01*
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TABLA DE CONTENIDOOBJETIVOS....................................................................................................................................2
GENERAL..............................................................................................................2ESPECIFICOS.........................................................................................................................................................3
CUADRO DE ROLES....................................................................................................................3
COMO SE REALIZAN LOS OBJETIVOS DE UN PROYECTO.................................................4
ANALISIS AL MERCADO DE MODIFICADORES DE LECHE................................................5
NICHOS DE MERCADO...............................................................................................................6
CANAL DE DISTRIBUCION........................................................................................................6
OBJETIVOS DE ESTE MERCADEO............................................................................................6
PARTICIPACION EN EL MERCADO...........................................................................................7
ESTUDIO DE OFERTA..................................................................................................................7
GRUPO NUTRESA........................................................................................................................8
PORTAFOLIO.................................................................................................................................
ALIMENTOS POLAR..................................................................................................................!"
NESTL#.........................................................................................................................................!!
PORTAFOLIO...............................................................................................................................!!
CONCLUSIONES.........................................................................................................................!3
BIBLIOGRAF$A Y %EBGRAFIA...............................................................................................!4
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OBJETIVOS
!ENERAL
A&'()*(' + '(+,-+' /) &'01(0 *( -)(-+-) *-9('()-+)*0 (, 0:;(-0 ()('+, *( ,00:;(-0 (&( N/'(+ 1 P0,+' () /+)0 ('(9-('( + ,0 =0*-9-+*0'( *( ,+ ,(?( 1 +:(' /@, ( ,+ &'-)-&+, () ()+ 1 - *(('=-)+' ,+@'(+ *0)*( (, ,-()( 0)-*('+ /( )0 /:'( / (&(+-+ *( ('--0.
ES&ECI+ICOS
• E)()*(' /( ( /)+ +-) &'-)-&+, 1 /)+ (/)*+'-+ &+'+ 0,/-0)+' /) &'0:,(=+ 1
(-+' ,+ *(-+-) *( ((.• R(+,-+' /) &'01(0 *( -)(-+-) 0:'( (, =('+*0 *( ,0 =0*-9-+*0'( *( ,(?(.• E)0)'+' (, 900 *(, &'0:,(=+ () )/('0 &'01(0 &+'+ -*()-9-+' 1 ,/(0 +++' (+
*(-+-) *(, 0:;(-0.• R(+,-+' /)+ -)(-+-) *( =('+*0 0) /)+ */'+-) *( 3 (=+)+ () ,+ /+, ( ,(
+&,-/( /)+ ()/(+ + ,0 0)/=-*0'( *( *-9('()( (*+*(.
• L,(+' + +:0 ,+ 0*-9-+-) *( ,+ ()/(+ /:-+)*0 ,+ @'(+ /( '(/-('() =+10'+()-).
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S( 90+,-+) ,+ +'(+ + *(+''0,,+' () ,+ -)(-+-) () /)+ ('-( *( &'0&0--0)( /(*(+'(+) ,0 0)()-*0 -=&,
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OBJETIVOS DE ESTE MERCADEO
D+*0 /( () ,0 ,-=0 +0 (+ +(0'
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C0=0 ( (-*()-+ () (, /+*'0 +)('-0' (, '+=0 *( M-,0 () &'0=(*-0 /(+ (, *0:,( *( ,0 /(/(+) ,0 0'0 &'0*/0 *( -/+, =0*0 &0*(=0 *(-' /( () T+''0 +,( =@ 000 /( () &'(()+-) D01 P+ 1 ()'( =@ '+)*( ,+ &'(()+-) =@ (0)=-0 (, '+=0 *( &'0*/0.L+ (=&'(+ N(,> -()( (, '+=0 =@ 000 *(, =('+*0 KM-,0 +''0 2"" 1 + ,+ ( (, =@(0)=-0 KN(/- D01 P+ ""
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MUESTREO
S( ,+-9-+'+ /) )=('0 *( /)-*+*( *( &'0*/0 *( ,+ (=&'(+ N/'(+ N(,> 1 A,-=()0 &0,+' &+'+ *+' (, =/('(0 + &('0)+ *( (*+*( ()'( !8 1 3" 1 ( -)&(-0)+'+ ,0 '-('-0'(,+-0)+*0 &+'+ *(('=-)+' ,+ +(&+:-,-*+* *(, &'0*/0 K)=('0 *( +(&+-) 1 '(?+0. Y
( ('@) ,0 '(/,+*0 0:()-*0 &+'+ ,,(+' +, >-0 ,+ (=&'(+ 1 +< &0*(' +,+)+' ,+ =(+ &'0&/(+ &0' ,+ (=&'(+,
ACE&TACI-N: S- (, )=('0 *( /)-*+*( )0 0)90'=( 0 (, )=('0 0+, *( )0 0)90'=-*+*(()0)'+*+ () ,+ =/('(+ ( -/+, 0 =()0' /( (, )=('0 *( +(&+-) (&(-9-+*0 () (, &,+) ( *(:( +(&+' (, &'0*/0.
RECHA#O: S- (, )=('0 *( /)-*+*( )0 0)90'=( ()0)'+*+ () ,+ =/('+ ( =+10' /( (,)=('0 *( +(&+-) (, &'0*/0 ( )0 +(&+*0. U) &'0*/0 )0 +(&+:,( )0 &/(*( ('
&'(()+*0 )/(+=()( + -)&(-).To./ D M23/2
M23o 263/3i7o: S( *(:( 0=+' +, ++' /) )=('0 *( /)-*+*( *( =/('+ () &'0&0'-) +, +=+0 *( ,0 &'0*/0 ()-()*0 () /()+ ,+ (*+*(.
Mo.63o d / 3/ió6 d / .23/ L+ =/('+ *(:() ('+('( *(&/> *( ?+:(''(/)-*0 0*+ ,+ /)-*+*( /( 0=&0)() ,0 &'0*/0.
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!RU&O NUTRESA
E=&'(+ +)( ,+ N+-0)+, *( C?00,+( ( /)+ *( ,+ (=&'(+ =@ '+)*( *(, &+
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S- :-() (, &('
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&,()0 0=&'0=-0 0) ,0 +,0'( *( E=&'(+ P0,+' 1 ,( 09'(('(=0 ,+ =(;0'(0&0'/)-*+*( *( *(+''0,,0.
L+ )/(+ +&/(+ ,+ ++:+ *( ?+(' A,-=()0 P0,+' C0,0=:-+ 9-,-+, *( ,+ ()(0,+)+ E=&'(+P0,+' /( ,+) +, =('+*0 )+-0)+, /)0 *( / &'0*/0 ('(,,+ ,+ :(:-*+ *( ?00,+( ()
&0,0 T0**1 ,+ /+, -)--+,=()( (@ -()*0 9+:'-+*+ :+;0 (, 90'=+0 *( =+/-,+ &0' C++L/('.
T0**1 ( /)+ =+'+ =/1 0)0-*+ &0' ,0 +)+)*('(+)0 1 ,0 ?+:-+)( *( ,+ 0)+ *(9'0)('+ 0) V()(/(,+ 1 ,+ -*(+ *( A,-=()0 P0,+' ( /(*+'( 0) 2" *(, =('+*0 *(=0*-9-+*0'( ,@(0 () ,0 &'-=0 '( +0.
S-) (=:+'0 A,-=()0 P0,+' )0 ( /) 0=&(-*0' &(/(0 &/( ,,(+ ! +0 () (, &+) -()( /) +=&,-0 &0'+90,-0 ,0+,. E)'( / =+'+ =@'(0)0-*+ (@) () ?+'-)+ &'(0-*+ KP.A.N. 1 P'0=++ +()+ K/+(' D0) P+)?0 1F'(+()+ ('(+,( ,-0 =+'+ /+(' 1 +,-=()0 &+'+ =+0+ KD00/'=( 1 D0)+).
S/ =(+ ( /( T0**1 (+ ,+ /-)+ +(0' 0) / =+'+ M-,0 1 N(/- ( , *( ,+ &'@-+ *(, *(&0'( 1,-:('+-) *( ()(' ( ,+ 0=&+
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&ORTA+OLIO
NESCAFE NESTEA MILO NATURANJA CHOCOBOOM CORNFLAES ELITE RIOVALLE DOA AREPA SPARCOL HAZ DE OROS CANOLA LIFE PASTASLA MUECA TECCNICAL NESUI
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CONCLUSIONES
• S( ,,( + +:0 (, &'01(0 *( -)(-+-) () (, /+, ( (-*()- ,+ *(-+-) *(,
0:;(-0 -*()-9-+*+ 0=0 &'0:,(=+ + 0,/-0)+'. KELIN
• C0=&'()*-=0 ,+ *-9('()-+ ()'( 0:;(-0 ()('+, 1 (&( '(+,+)*0 ,0 :/()0 '(/,+*0 () ,+ ()+0=0 ,0 =/('+ ,+ '@9-+ *( (+*
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BIBLIO!RA+