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PLAN DE MERCADEO:
“LOS CONDORES COLOMBIANOS”
JULIAN DARIO GOMEZ DIAZ
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TA#LA DE CONTENIDO
$
1. ANALISIS DE LA SITUACION……………………………………………………………
1.1 ANTEDECENTES DE LA EMPRESA………………………………………………….
1.1.1 MES, AÑO DE FUNDACION Y LUGAR………………………………………….
1.1.2 OBJETIVO DE LA EMPRESA……………………………………………………..
1.1.3 PRODUCTO INICIAL……………………………………………………………….1.1.4 ESTRUCTURA ORGANIZACIONAL……………………………………………..
1.2 MERCADOS………………………………………………………………………………
1.2.1 APROXIMACION SUPERFICIAL A LA SEGMENTACION DE MERCADOS
1.2.2 DESCRIPCION SUPERFICIAL DEL MERCADO OBJETIVO…………………
1.2.3 EXPRESAR SUPERFICIALMENTE EL PROCESO DE COSTOS……………
1.2.4 VENTAJAS DEL SERVICIO FRENTE A LA COMPETENICA…………………
1.2. ENUNCIAR LOS CANALES DE DISTRIBUCION……………………………….
1.3 COMPETENCIA …………………………………………………………………………
1.4 PRODUCTOS …………………………………………………………………………….
1. CANALES………………………………………………………………………………….
1.! AMBIENTE ……………………………………………………………………………….
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$ ANALISIS DE LA SITUACION
E% &'( )&*+'( -'(, /& -0/*+% - +' *'-%' 5%- *0-(6/%/%6+- 6'%(+/0-7&/ /%*0'
/ &-( '0-%+8-6+'%/(, 9/0+*+/%' /(*-7&/6/0 5%- 0/&-6+:% ;( +0/6*- /%*0/ &-(%/6/(+-/( /& 6'%(5+'0 < &'( 7+/%/( ' (/0=+6+'( >5/ '?0/6/% &-( /90/(-(.
C'%'6/0 /& /06-' -& 65-& (/ =- - +0++0 5% 90'56*', /( +9'0*-%*/ /% /& -(9/6*' / >5/9/0+*/ -'9*-0 /(*0-*/+-( /90/(-0+-&/( >5/ 6'%*0+755/ 5%- /90/(- 6'% 90'
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$$( PRODUCTO INICIAL
L'( 6:%'0/( 6'&'7+-%'( /( 5%- /90/(- /& (/6*'0 */06+-0+' >5/ '?0/6/0; &'((/0=+6+'( / /9'0*/( /*0/'( 6'' /& 9-0-6-++(' < /& =5/&' /% 9-0-9/%*/ /% &-?/6- /(*+95&-- / ?5%6+'%-+/%*' /% /& 6-:% /& C+6-'6- /9-0*-/%*' /S-%*-%/0, 6+5- B56-0--%-.
$$) ESTRUCTURA ORGANIZACIONAL
L- '0-%+8-6+:% /(*-0; ?'0-- / 5%- %5/=- ?'0- 6+065&-0 9-0- */%/0 5% -5/ &+/0-% &'( 90'6/('(/ /@/656+:% / &'( (/0=+6+'(. E(*-0; /%6-7/8-- 9'0 /& /0/%*/ /%/0-& 6'' &H/0 ?5%6+'%-& < 6/%*0-&, (/5+' 9'0 5% -+%+(*0-'0 (/66+'%-& (+*5-' /% 6-- (//,(/5+'( 9'0 6'&-7'0-'0/(.
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$2 MERCADOS
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$2$2 DESCRICION SUPERFICIAL DEL MERCADO O#JETIVO
L'( 6:%'0/( 6'&'7+-%'( /(*;% +%*/0/(-'( /% '?0/6/0 *''( (5( (/0=+6+'( - *''/& 0-%' / 9'7&-6+:% 6'&'7+-%- < /*0-%@/0- >5/ /(* 90/(/%*/ /% /& */00+*'0+'.5/ */%- 9'/0 ->5+(+*+=', (+*5-- 9'(+7&//%*/ /% /*0-6*'( /+'( -&*'(
-&*'( < >5/ /(//% +%=/0*+0 (5 +%/0' /% /9/0+/%6+-( / =+- / -&*' +9-6*'=+=/%6+-&.
P/0' ('70/*'' >5/ (/ &' *'/% - %+=/& ;( -&*', 90'?/(+'%-& < 6'9/*+*+=' 5/*/%0/'( 5%- 0-% '?/0*- 9-0- /(*/ *+9' / /06-'(, /% '%/ %/6/(+*/%
?'0-6+:% *6%+6' 90'?/(+'%-& 9-0- 6/0*+?+6-0(/ /% /(*'( /9'0*/( - %+=/& %-6+'%-&.
$2$( PROCESO DE COSTOS SUPERFICIALMENTE
L- /90/(- =- - (/0 6'%(*+*5+- 90+%6+9-&/%*/ 9'0 5% 6-9+*-& -6*+=' / 5%-
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1 9-0-6-H-(.
9-0-9/%*/(.
E>5+9' (59&//%*-0+' -0%/(/(, 9'&/-(, 65/0-(, '(>5/*'%/(, /*6K.
S/50'( / =+-, / +%5/7&/(, / />5+9' 9&-%*- < 90'9+/-, /*6.
G-(*'( ?+%-%6+/0'( +%*/0/(/( / 90(*-'K.
G-(*'( %'*-0+-&/(, +95/(*'(, 6;-0- / 6'/06+' /*6.
G-(*'( 957&+6+*-0+'( 0//( ('6+-&/(, 65-( 0-+-&/(, +%*/0%/* /*6.K.
$2$) VENTAJAS DEL PRODUCTO FRENTE A LA COMPETENCIA
L- 6'9/*/%6+- /% C'&'7+- /( 9'6-, 9/0' &'( (/0=+6+'( >5/ '?0/6/% ('% (++&-0/(- &'( %5/(*0'(, /&&'( =/%/% /(*'( (/0=+6+'( - -%/0- / /9/0+/%6+- =+=/%6+-& <6'% 9'6- ?+%-&+- 90'?/(+'%-&. O?0/6/% =/%*-( / (-&*'( /% -=+'%/*- *+9' *;%/,< 650(' 6/0*+?+6-' / 9-0-6-++(*-, P/0' %'('*0'( (''( 90;6*+6-/%*/ &- /(65/&-6'&'7+-%- /& 9-0-6-++(', */%/'( 5%- =-0+/- / 650('( / -&*- 6-&+- >5/90'9'06+'%-0-% - &'( 6'&'7+-%'( 5%- '9'0*5%+- / 659&+0 (5( (5/'( /-&6-%8-0 /& 6+/&'.
2 ! CANALES DE DISTRI#UCION
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C50(' 9-0-6-++(*- " (-&*'( &+70/( 6'% +%(*056*'0, 6&-(/( */:0+6-( < 6/0*+?+6-6+:% /&- /90/(- 6'' 9-0-6-++(*-K
3
S-&*'( 9-0- 9-0-6-++(*-( 6/0*+?+6-'( S-&*'( 0/60/-6+'%-&/( 9-0- 9-0-6-++(*-(0-5-'(K
2
V5/&' /% 9-0-9/%*/ *;%/ V5/&' =+=/%6+-& 6'% +%(*056*'0 -%6&-' /% &- /(9-&-/& 6&+/%*/K
1
E(*-( /90/(-( /(*;% 57+6--( /% &-( 6+5-/( / B''*; < C-&+, *-7+% *+/%/%90/(/%6+- /% &5-0/( *50H(*+6'( /% */9'0--( -&*-( < =-6-6+'%/(.
$) PRODUCTOS
L'( 6:%'0/( 6'&'7+-%'( =-% - */%/0 5% -- / 90'56*'( -9&+-, (+% (-&+0(/ / &'(
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CURSO PARACAIDISTA GRADO 1 # (-&*'( -6'9--' 9'0 5% +%(*056*'0 /%
6-- (-&*' +%/9/%+/%*/ /& /(*5+-%*/ 6'%(*- / 6'%'6++/%*'( 7;(+6'( <*/:0+6'( 90;6*+6'( /% *+/00- < /% -+0/, -/;( / 70+%-0&/ /& 90(*-' / *'' /&/>5+9' 0/>5/0+'K
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CURSO PARACAIDISTA GRADO 2 C50(' +0++' 9-0- 9-0-6-++(*-( 6/0*+?+6-'(0-' 1 >5/ /(//% /(9/6+-&+8-0(/ /% (/0 +%(*056*'0/( 9-0- (-&*'( *+9' *;%/K
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• E arth T+/00- 0+(6', -6-%*+&-'K
CURSO PARACAIDISTA GRADO 4 TIPO INGSUIT 650(' +0++' 9-0-
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CURSO PARACAIDAS GRADO INGSUIT TIPO BASE C50(' +0++' 9-0-9-0-6-++(*-( 6/0*+?+6-'( 0-' 3 < 4 +0++' 9-0- ->5/&&'( >5/ /(//%6/0*+?+6-0(/ /% (-&*'( /(/ 95%*'( ?+@'( -
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VUELVOS EN PARAPENTE TIPO TANDEM V5/&' 0/60/-6+'%-& 6'' /9/0+/%6+-=+=/%6+-& +0++' 9-0- /& *50+(' /% /%/0-&, &'( &5-0/( < 50-6+'%/( / &'( =5/&'(=-0H-% (/)% (5 57+6-6+:% /'0;?+6- < (+*5-6+:% 6&+;*+6-K
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N5/(*0- /90/(- +(*0+75+0; *''( (5( 90'56*'( -& +%+6+' /+-%*/ &- 957&+6+--0/(+=- 9'0 +%*/0%/* 0//( ('6+-&/( 0-+' */&/=+(+:% /*6… A/;( / '?0/6/0
9->5/*/( *50H(*+6'( - *0-=( / /90/(-( / =+-@/( - &-( 65-&/( &/( -0/'(6'+(+:%,
Y- -90'+--/%*/ /% '( -'( / -7/0 +%+6+-' (/0; %5/(*0' 90'9+'0/6'%'6++/%*' >5/ %'( -0; -%-0 /& 0/%'70/ / &- /(65/&- /& 9-0-6-++('/% C'&'7+- &' 65-& 9/0+*+0; 5%- +(*0+756+:% +0/6*- /%*0/ &- 90/(*-'0- /(/0=+6+'( < /& 6'%(5+'0 ?+%-&.
$* AM#IENTE
L- /90/(- /(*-0; (+*5-- /% /& -7+/%*/ /& *50+(', /& /9'0*/ < -6*+=+-/( /0+/(' -& -+0/ &+70/
$*$ CONSIDERACIONES ECONOMICAS
L- /90/(- 9-0- 9'/0 -&6-%8-0 *''( (5( '7@/*+='( 90'95/(*'( /7/ /6'/%8-0 6'% 5% ?5/0*/ 6-9+*-& /6'%:+6', &' 65-& 6'%&&/=-0; 5% 0-% 0+/('?+%-%6+/0' -/;( / 6'%*0-/0 5%- 0-% /5-, &' 65-& %'( 9'%0; -)% ;(90/(+:% 9-0- -&6-%8-0 /& +*'.
N/6/(+*-0/'( 90'56*'( < />5+9'( +9'0*-'( /(/%6+-&/%*/ /(/ E(*-'(
U%+'( &' >5/ +%60//%*-0- -)% ;( %5/(*0'( 6'(*'( '9/0-6+'%-&/( < ?+%-%6+/0'(.T-7+% /(*-0/'( /95/(*'( - &- ?&56*5-6+:% /& :&-0 &' 65-& %'( -?/6*-0;%/-*+=-/%*/ (+ /(*- -& -&8-.
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6/0*+?+6-0%'( 6'' /(65/&- / ?'0-6+:% 90'?/(+'%-& / 9-0-6-++(*-( /% C'&'7+-.C'% -&*'( /(*;%-0/( +%*/0%-6+'%-&/(, -(H */%0/'( 5% 0-% -?&5/%*/ / 9/0('%-(
+%*/0/(--( /% -66//0 - %5/(*0'( 650('( *-%*' 6+=+&/( 6'' ?5%6+'%-0+'( 9)7&+6'(+0/6*-/%*/ -('6+-'( -& /(*-' 6'' ('% /& /@06+*' < 9'&+6H- %-6+'%-&
$*$2 CONSIDERACIONES DEMOGRAFICAS
S/)% -*'( /& DANE */%0/'( 9'*/%6+-&/( 6'%(5+'0/( /%*0/ 1 < 4 -'(/ /- -90'+--/%*/. U% $,! / &- 9'7&-6+:% 6'&'7+-%-
2" "$ 1!" 9/0('%-(K
P'7&-6+:% 4!.24.2$" J5&+' 214 /(*.K
D+(*0+756+:% 9'0 /- 0') +,-.: 2,3 '70/( .$$#.!4Q5@/0/(."2.22$K!'2) +,-.: 1# '70/( 4.243.21Q5@/0/(4.$$.2$$K2!'!) +,-.: 41,! '70/( $.1."23Q5@/0/($."2.#$4K!!'*) +,-.: #,3 '70/( 1."$!.Q5@/0/(2.1.$4#K
*! +,-. / m.: !," '70/( 1.2$3.2#Q5@/0/(1.#!.K 214 /(*.K
T-(- / 60/6++/%*' 1 " 214 /(* K
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D/ /(-( 9/0('%-( */%0/'( &'( 6'%(5+'0/( / /(*0-*'( (59/0+'0/( -& 3
2",1 /(*0-*' 3K !,3 /(*0-*' 4K 1,$ /(*0-*' K 1,2 /(*0-*' !K 4 (56)7/ &- 9'7&-6+:% /%*0/ 14 < 4 -'(. U% *'*-& / 0 () *00 9/0('%-( 9'*/%6+-&/(.
D * H * @ & & & + * * *+ * +
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$*$) CONSIDERACIONES POLITICAS LEGALES
E% C'&'7+- 9-0- /@/06/0 *'- -6*+=+- / =/%*- / (/0=+6+'( *50H(*+6'( (/ /7/*/%/0 R/+(*0' N-6+'%-& / T50+('.
L'( 6:%'0/( 6'&'7+-%'( %/6/(+*-0-% 0/+(*0' N-6+'%-& / T50+(' ?'0-' 9'0 5% />5+9' / 90'?/(+'%-&/(.
D/7+-/%*/ /7/0;% /(*-0 0/+(*0-'( -%*/ &-( /%*+-/( 6'&'7+-%-(, 6'' &'
('% C;-0- / C'/06+' < M+%+(*/0+' / C'/06+', I%5(*0+- < T50+('.
$*$! CONSIDERACIONES TECNOLOGICAS
P-0- 9'/0 /@/06/0, %5/(*0- /90/(- /7/0; / 6'%*-0 6'% &'( ;( -&*'(/(*;%-0/( /% (/50+- < -&*- */6%'&:+6- +(9'%+7&/ /% /& /06-' -6*5-& 9-0-*'- &- =-0+/- / />5+9'( >5/ %/6/(+*-0/'( 9-0- 90'9'06+'%-0 %5/(*0'(
(/0=+6+'(
PARACAIDAS:
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PARAPENTE:
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TRAJE CON ALAS:
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TRANSPORTE:
AVIONETAS:
MICRO#USES:
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$5 RESULTADOS PREVIOS
T'' %5/(*0' /(*5+' /(*; /%?'6-' -& ?5*50' -(H >5/ %' */%/'( 0/(5&*-'( 90/=+'( /%5/(*0' 90'5/ 9/0-%/%*//%*/ /(*;'0+/%*-' /% /& /(-00'&&' ('6+-& < /6'%:+6' / (5 6'5%+- / +%?&5/%6+- < /% &-(-*+(?-66+:% / &-( %/6/(+-/( 0/-&/( / (5( 6&+/%*/( 6'% 5% 90'56*' / /6/&/%*/6-&+-.
2$ ANALISIS DOFA
D/7+&+-/( O9'0*5%+-/(
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