Plan de empresa para la creacion de una pescaderia. – 1 Parte –

1. ¿Quienes  son sus clientes?, Defina los mercados de interés. Especifique su target, Describa los motivos que originan la demanda potencial o insatisfecha.

Nuestros clientes actuales son hogares, restaurantes y empleados de oficina, ubicados en la Ciudad.

En cuanto a los hogares, comercializamos pescado a familias pertenecientes al estrato socioeconómico 3,4 y 5, la demanda se deriva por dos factores, la necesidad de un precio adecuado a sus capacidades económicas y a la búsqueda de calidad del producto, es decir, del pescado.

Restaurante: aproximadamente 70 en nuestra área de influencia, vendiendo el producto vía telefónica. Se cubren todos los restaurantes de la zona, independientemente del target que tenga el mismo. La demanda se origina por tres factores:

  1. Precio
  2. Calidad
  3. Eficiencia en el servicio, es decir, estos restaurantes valoran mucho la puntualidad y rapidez con la cual se despacha el pedido.

Empleados de oficina: dirigido del mismo modo que los hogares, a todos los trabajadores estrato 3,4 y 5 del área de influencia, estos clientes son contactados vía telefónica, siendo su motivación  la facilidad de compra, ya que no disponen de tiempo para ir físicamente a un establecimiento a comprar.

Por tanto, los mercados de interés son: hogares, restaurantes y empresas. Con la ampliación esperamos que  aumente a un 20% las ventas de los restaurantes,  a un 30% las ventas a empleados y un 40% las ventas a los hogares.

 

 

2.  ¿Están sus mercados creciendo, manteniéndose constante o disminuyendo? Tendrá cobertura regional, nacional o internacional.

Actualmente los mercados objeto de estudio esta en una coyuntura de crecimiento, buena nota de ello es el aumento de la facturación de nuestra empresa, vendiendo más de 300 kg por mes. El consumo de pescado ha aumentado en un 2% (datos DANE) en 2010 en todo el país, lo que avala el buen momento del sector.

La empresa tendrá una cobertura regional abarcando como se comento anteriormente las siguientes zonas: Ciudad Salitre, Modelia, Villa Luz, Hayuelos, La Esmeralda, CAN, Nicolas de Federman, Galerias, Teusaquillo y Chapinero

3. Son suficientemente grandes sus mercados para expandirse.

El mercado es los suficientemente grandes para que la empresa inicie un proceso de expansión, los datos que justifican esta información es la siguiente:

Restaurantes en la zona: 70

Número de empleados en la zona: 1.325 (estrato 3,4 y 5).

Hogares: 4.800 hogares estrato 3,4 y 5

Estos datos son estimativos según DANE.

4. Diseñe algún tipo de Investigación de Mercado que permita responder a las siguientes preguntas.

Para realizar un estudio de mercado, se eligió como instrumento la encuesta, ya que da una información real de nuestro mercado objetivo.

La encuesta tiene las siguientes características:

  • Preguntas cerradas, con el objetivo de concretar la información que deseamos obtener.
  • Muestra: se dividió en los tres tipos de clientes potenciales:
    • Restaurantes: 70 muestras.
    • Hogares: 200 muestras
    • Empleados de oficina: 100 empleados.

A continuación se desarrollar la encuesta y sus resultados según tipo de cliente:

Restaurante.

1. ¿En su cesta de compra, que importancia tiene el pescado y del marisco dentro de la misma?

Ninguna (0%)

Poca (0%)

Regular (20%)

Es muy importante. (80%)

2. ¿Qué otros productos compra en sustitución del pescado y del marisco

Carne (90%)

Verduras (5%)

Leguminosas (5%)

3. Donde suele comprar pescado y marisco

Mayorista (85%)

Grandes superficies (10%)

Negocios en el barrio (5%)

Otros (0%)

322 pensamientos en “Plan de empresa para la creacion de una pescaderia. – 1 Parte –

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