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PDF Plan de Marketing de La Embotelladora Cusco Del Sol SRL Agua Phura - Compress
PDF Plan de Marketing de La Embotelladora Cusco Del Sol SRL Agua Phura - Compress
1. PKX[
PKX[IK
IKE
E KB
KBKH
KH[Z
[ZOW
OWF
F
Xa`kifs
Xa`ki fs quk
quk kn ikrhaj
ikrhajff kxomk
kxomk soe kxh
kxhkph
kphofe
ofeks
ks rks
rkspfe
pfesa`
sa`onoj
onojaj
aj y
kgohokehoa para agrfetar nas jkiaejas jk eukstrfs hnoketks, y ke na
ahtuanojaj huketa hfe pkrsfean hapahotajf para rkanozar jostoetas tarkas
y quk pkriaeketkiketk
ahuiunahoøe sfe iftovajfs pfr kn kspérotu jk kquopf y na
jk kxpkrokehoa.
Amua Tlura parkhk skr ftrf hasf @@@, "`ukef, `feotf y `aratf", pfr su
partohunar
partohunar gfria jk prksketah
prksketahoøe
oøe f ikbfr johlf kxtra
kxtrafrjoe
frjoearoai
aroaiketk
ketk
`ara
`a ratf
tf.. Ks
Ksta
ta gø
gøri
riun
una
a kxot
kxotfs
fsaa sk sust
sustke
keta
ta ke hf
hfst
stfs
fs iéeo
iéeoif
ifs,
s, kn
pkqukñf iarmke jk utonojaj trasnajajf ke su tftanojaj an hfesuiojfr
y/f rkoevk
rkoevkrso
rsoøe,
øe, oee
oeefva
fvahoø
hoøe,
e, pu`noh
pu`nohoja
ojaj,
j, prfifh
prfifhoøe
oøe sknkh
sknkhtov
tova
a y uea
kstruhtura gaionoar kiprkejkjfra. A kstf, sk nk amrkma ue hfetkxtf
gavfra`nk para ksta kstratkmoa2 uea rkhksoøe prfhnovk an hrkhoioketf jk
iarhas lépkr khfeøiohas y uea hfipktkehoa hfe uea kvojketk ganta jk
prkvosoøe.
0. JOPKHH
JOPKHHOFE
OFEAIO
AIOKEZ
KEZF
F KXZPAZÏ
KXZPAZÏMOH
MOHF
F
0.1. IOXOØE2
Xatosgahkr nas ekhksojajks jk eukstrfs hfesuiojfrks y hnoketks,
a tr
trav
avïs
ïs jk na iá iás s kg
kgoh
ohok
oket
etk
k hahajk
jkea
ea jk jost
jostro
ro`u
`uho
hoøe
øe,, hfe
hfe
pr
prfj
fjuh
uhtf
tfs
s y skrv
skrvoh
ohof
ofs
s jk hanohanoja
jaj,
j, hfip
hfiprf
rfik
ikto
tojf
jfs
s hfhfee kn
jksarrfnnf oetkmran jk eukstra mketk y eukstra eahoøe, mkekraejf
hfesostketkiketk
hfesostketkike tk vanfr y rketa`onojaj.
0.0. WOXOØE2
Xkr na hfipañéa hfe kn iás kgohoketk sostkia jk jostro`uhoøe y
vketas jk prfjuhtfs jk hfesuif iasovf, hfe kn goe jk anhaezar
ue hrkhoioketf hfestaetk y sfstkeo`nk, nnkváejfnk iarhas néjkrks
a nfs hfesuiojfrks para satosgahkr sus jovkrsas ekhksojajks,
maraetozáejfnks nfs iás antfs kstáejarks jk hanojaj.
OEZKMPOJAJ2
Xfstkekifs rknahofeks lfekstas hfe eukstra mketk, ahhofeostas,
hn
hnok
oket
etks
ks,, supn
supnoj
ojfr
frks
ks,, hfes
hfesui
uioj
ojfr
frks
ks y na hfhfiu
iueoj
eojaj
aj jf
jfej
ejk
k
vo
vovo
voif
ifs.s. Xfif
Xfifs s ée
éetk
tkmr
mrfs
fs huae
huaejf
jf ah
ahtu
tuai
aifs
fs hfe
hfe lf
lfer
eraj
ajkz
kz,,
rkhtotuj y lfefra`onojaj.
PKXTFEXA@ONOJAJ2
Asuioifs y rkspfejkifs a tfjfs eukstrfs rktfs jk iaekra
pfsotova y prfahtova. Ahtuaifs jk iaekra hfeshoketk y gfrian
grketk a eukstrfs jk`krks y f`nomahofeks.
HFITPFIOXF2
Mara
Ma raet
etoz
ozai
aifs
fs kn gogokn
kn huipn
uipnoi
oiok
oket
etf
f jk eu
euks
kstr
trfs
fs f`bk
f`bkto
tov
vfs
fs,,
jkjohaejf tfjfs nfs ksgukrzfs ekhksarofs para nfmrarnfs. Efs
ojketogohaifs hfe tfjf nf quk lahkifs.
K\HKNKEHOA2
Lahkifs na jogkrkehoa supkraejf nas kxpkhtatovas ke tfjf nf quk
rkanozaifs. Jaifs kn pasf ajohofean.
JOXHOTNOEA2
Huipnoifs hfe tfjas nas rkmnas y efrias ke eukstras rknahofeks
na`franks, hfikrhoanks y goshanks. Pkho`oifs ørjkeks pfr partk jk
prfgksofeanks, puetuanks y rkspktufsfs.
8. AEÁN
AEÁNOX
OXOX
OX JKN
JKN K
KEZ
EZFP
FPEF
EF
8.1
8.1. KEZFPE
ZFPEF
F JK
JKN
N IA
IAP
PCKZ
CKZOE
OEM
M
Eukstra
Eukstr a hfi
hfipkt
pktkeh
kehoaoa jorkht
jorkhtaa sfe nfs prfju
prfjuhtf
htfs
s soi
soiona
onarks
rks ya
kxostketks ke kn ikikrhajf,
rhajf, y aquknnfs quk pukjae oetkrvkeor ke
eukstra ktapa jk hrkhoioketf. Ahtuaniketk efs kehfetraifs pfr
jk`abf jk eukstrfs hfipktojfrks an skr ue prfjuhtf quk ef tokek
ue `uke pfsohofeaioketf ke kn ikrhajf. Eukstrfs hfipktojfrks
rkanoz
rka nozae
ae jogkrk
jogkrketk
etkss aeueh
aeuehofs
ofs pu`noh
pu`nohota
otarof
rofs
s ke nfs proeho
proehopan
panks
ks
haeanks jk tknkvosoøe eahofean, asé tai`oïe hfif patrfhoeofs ke
jo
jogk
gkrk
rket
etks
ks ahto
ahtovo
voja
jajk
jks,s, so
soe
e kiki`a
`arm
rmf
f ks ue uea
a `rkh
`rkhla
la quk
quk
jkskaifs pasar.
8.1.1.
8.1.1. G[K
G[KPRA
PRAX X HFITKZ
HFITKZOZO
OZOWAX
WAX
1. Hoknf
0. Xae Iatkf
8. Xfhfsaeo
:. Xae Nuos
8.1.0.. G[KPRAX
8.1.0 G[KPRAX N
NKMAN
KMANKX
KX _ PKM[N
PKM[NAZOW
AZOWAX
AX
Nohkehoa
Nohkeh oa jk Gue
Guehof
hofeai
eaioke
oketf
tf jk na Iueoho
Iueohopan
panoja
ojaj
j jk
]aehlaq.
Pazøe Xfhoan2 KI@FZKNNAJFPA H[XHF JKN XFN
X.P.N.
P[H2 04;0=?4=<70
Zopf Kiprksa2 Xfh
Xfhok
okja
jaj
j jk Pk Pksp
spfe
fesa
sa`o
`ono
noja
jaj
j
Noiotaja (XPN).
Hfejohoøe2 Ahtovf
Gkhla Oeohof Ahtovojajks2 0; / Bueof / 044=
Ahtovojaj Hfikrhoan2 Kna`frahoøe jk `k`ojas ef
anhflønohas.
HOO[2 1;;:7
8.1.8.
8.1.8. G[K
G[KPRA
PRAX
X KHFE
KHFEØIO
ØIOHAX
HAX
Na kstratk
kstratkmoa
moa khfeøio
khfeøioha
ha quk vai
vaifsfs a oipnki
oipnkiket
ketar
ar para
Amua Tlura va a skr kstratkmoa jk prkhof froketajf a nas
vketas, hfe kn prfpøsotf jk ahrkhketar kn vfnuike jk nas
vket
vketas
as y ia iaet
etke
kekr
kr f oehr
oehrki
kike
keta
tarr na part
partoh
ohop
opah
ahoø
oøe
e jk
ikrhajf.
Kstas
Kstas vae jk ahukr
ahukrjf
jf a nas jog
jogkrk
krketk
etkss prk
prksk
sketa
etahof
hofeks
eks,, kn
Zaiañf Trkhof
;44 IN AM[A TL[PA 1XFN
1444 IN AM[A TL[PA 0 XFNKX
0444 IN AM[A TL[PA : XFNKX
00 NZ
NZX AM[A TL[PA 8= XFNKX
8.1.:.
8.1.:. G[K
G[KPRA
PRAX
X XF
XFHOA
HOANKX
NKX
rkmoøe
rkmoøe jk gfr
gfria
ia jorkht
jorkhta,
a, taipfh
taipfhff huk
huketa
eta hfe ani
aniahk
ahkeks
eks
pr
prfp
fpof
ofs,
s, so
soe
e ki`a
ki`arm
rmff sk jkjksk
ska
a qu
quk
k Am
Amua
ua Tl
Tlur
ura
a sk
ska
a
jostro`uoja ke nas jogkrketks prfvoehoas jk na rkmoøe y jkn
paés.
Haja prfvoehoa va a hfetar hfe ue aniahïe, kn huan sk skrá
a`astkhojf haja hokrtf tokipf jkpkejokejf jk na jkiaeja.
8.1.;.. G[KP
8.1.; G[KPRAX
RAX ZKHEFNØM
ZKHEFNØMOHAX
OHAX
:. GFPZAN
GFPZANKRA
KRAX
X _ JK@
JK@ONO
ONOJAJ
JAJKX
KX
:.1. GFPZANKRAX2
:.0. JK@ONOJAJKX2
;. FTFPZ[
FTFPZ[EOJ
EOJAJK
AJKX
X _ AIK
AIKEAR
EARAX
AX
;.1. FTFPZ[EOJAJKX2
;.0. AIKEARAX2
7. F@BKZO
F@BKZOWFX
WFX _ KXZ
KXZPAZ
PAZKMO
KMOAX
AX
7.1. F@BKZOWF JK
JK IK
IKPHAJF
Kn f`bktovf jk na KI@FZKNNAJFPA H[XHF JKN XFN X.P.N. ks
apuetar a pkrsfeas jk ikefrks oemrksfs, ya quk pfekifs ke kn
ikrhajf ue prfjuhtf jk hanojaj y a ikefr prkhof. Tkrf tai`oïe
eukstrf prfjuhtf ks hfiprajf pfr jogkrketks topfs jk pò`nohf
(ajfnkshketks, ajuntfs) jk`ojf a quk sk pukjk kehfetrar ke ue
prkhof razfea`nk y jk ksta iaekra oetketa satosgahkr tfjas nas
ekhksojajks jkiaejajas.
7.1.1.. KXZP
7.1.1 KXZPAZKM
AZKMOA
OA JK HPKHOIOKE
HPKHOIOKEZF
ZF
Pkanozar
Pkanozar jkifst
jkifstrah
rahofe
ofeks
ks jk Am Amua
ua Tlu
Tlura
ra ke pu
puetf
etfs
s
kstra
kstratï
tïmo
mohf
hfs
s jk na
nas
s jogk
jogkrk
rket
etks
ks ho
houj
ujaj
ajks
ks y hkhket
etrf
rfs
s
hfikrhoanks
Pkanoz
Pkanozar
ar oe
oevk
vkst
stom
omah
ahoø
oøe
e hf
hfee na gogoea
eano
noja
jaj
j jk pf
pfjk
jkrr
hfefhkr kn mrajf jk satosgahhoøe jk nfs hfesuiojfrks
ke kn prfjuhtf, para asé pfjkr rkanozar ahhofeks jk
iarcktoem ke na zfea rkqukroja.
7.1.0.. KXZP
7.1.0 KXZPAZKM
AZKMOA
OA JK TKEKZPA
TKEKZPAHOØE
HOØE JK I
IKPHAJ
KPHAJF
F
Oipnki
Oipnkike
keta
tarr vket
vketas
as jork
jorkht
htas
as quk
quk pk
pkri
riot
ota
a qu
qukk kn
hfes
hfesui
uioj
ojfr
fr kekehu
huke
ketr
trk
k kn prfj
prfjuh
uhtf
tf ke hu huan
anqu
quok
okrr
ksta`nkhoioketf.
7.0.
7.0. F@BK
F@BKZO
ZOWF
WFX
X JK TF
TFXO
XOHO
HOFE
FEAI
AIOK
OKEZ
EZF
F
7.0.1.. KXZP
7.0.1 KXZPAZKM
AZKMOA
OA JK TFXO
TFXOHOFEA
HOFEAIOKEZ
IOKEZF
F
7.8.
7.8. F@BK
F@BKZO
ZOWF
WFX
XJJK
KIIKR
KRHN
HNA
AJJK
KIIKP
KPHA
HAJF
JF
7.8.1.. KXZP
7.8.1 KXZPAZKM
AZKMOAX
OAX JK
JK A@
A@AXZK
AXZKHOIOK
HOIOKEZF
EZF
Na iaef
iaef jk f`ra
f`ra qu
quk
k sk uton
utonoz
ozar
ara
a tkej
tkejrá
rá tfja
tfja na
hapah
pahot
otah
ahoø
oøe
e rk
rkq
qukr
ukroja
oja para
ara fpkrarkrar jk iaiaeekra
hfrrkhta, ajkiás jk iaekra lomoïeoha y fptoia quk
maraetohk ue prfjuhtf jk anta hanojaj an hfesuiojfr.
=. OITNKI
OITNKIKEZ
KEZAHO
AHOØE
ØE JKN TNAE
TNAE
=.1. KN TPFJ[HZF
<. KWAN
KWAN[A
[AHO
HOØE
ØE _ HF
HFEZ
EZPF
PFN
N
pnaeka
pnaekahoø
hoøe
e prfifh
prfifhofe
ofean,
an, para
para pfjkr
pfjkr asé jktkr
jktkrioe
ioear
ar kn mra
mrajf
jf ke quk
eukstrf prfmraia jk hfiueohahoøe huipnk hfe nfs f`bktovfs jkn iosif.
_ hfif ayuja a quk na kiprksa huipna sus iktas y f`bktovfs jk
eukstrf pnae jk iarcktoem mnf`an.