13. Describa brevemente cómo se fabrican, elaboran o se ofrecen los productos o servicios de su empresa. Mencione algo de la localización de los proveedores, volúmenes de oferta, períodos de disponibilidad, precios y capacidad instalada.
Los pescados y mariscos son directos del mar, se pescan a través de recursos renovables y de otros tipos como materias primas de las que depende el sector, son los recursos renovables especies acuáticas, la tierra y el agua. Otros recursos son generados artificialmente, como semillas de vivero, piensos y fertilizantes. Los recursos pesqueros son innumerables, de esta manera producen nuestros proveedores. El producto será abastecido desde: Buenaventura, Riohacha, Bahía Solano, Tumaco, Tolú, etc., directamente de los proveedores a la sede de la Distribuidora. Son aproximadamente unas 700 empresas de distribución de pescado y mariscos. Periodos de disponibilidad entre 15 y 30 días. Los precios oscilan entre $4.000 hasta $10.000.
14. Cómo va a ser presentado su producto o servicio. Describa su presentación, empaque, forma, tamaño, propiedades, unidades de medida, ingredientes, etc.
El pescado se exhibe en vitrinas y se empaca en bolsas marcadas con el logo de la distribuidora.
15. Qué marca le va a colocar a sus productos. Por qué?
Atlántico y Pacífico Ltda. EL nombre abarca todas las fronteras nacionales en producción de pescado y mariscos. Además los clientes lo percibirán como una marca que cuenta con productos de ambas vertientes importantes de producción lo que genera una identidad corporativa.
16. Dibuje le logotipo de su empresa. ¿Qué significa?
Significa una imagen corporativa que de forma intuitiva y fácil ofrece al cliente una visión de lo que comercializamos.
17. Escribe el Slogan de la empresa.
“El sabor de los mares”
18. Si le va bien que otros productos y servicios,¿ le gustaría ofrecer dentro de un año?
Incrementar otra línea de productos como: aderezos para comidas de mar y harinas de pescado.
Además diversificar el mercado penetrando en un mayor número de restaurantes a nivel de distribución mayorista.
19. Qué tipo de imagen queremos ofrecer a nuestros clientes (barato pero bueno; exclusivo; orientación hacia los clientes; calidad alta; conveniencia; rapidez).
Estrategia de conveniencia: contando con una oferta de productos muy limitada, contando con una ubicación de fácil acceso, además del alto tráfico de personas y vehículos. No estaríamos enfocados a la competencia por precio de producto, puesto que estamos orientados generalmente a zonas solventes con ingresos medio altos. Nuestro mayor valor está en la facilidad de recorrer en corto tiempo y distribuir productos muy ajustados a suplir las necesidades del cliente. De hecho es la mejor estrategia de aplicación para nuestra empresa teniendo en cuenta que el tipo de mercado que consume este producto tiene la facultad de resolver compras pequeñas en lugar de desplazarse hasta el supermercado. Además por el espacio existente para crecer, la competencia no es muy notable a corto plazo, pero si se van a producir grandes movimientos.
20. Con respecto al precio como actuará? A) Margen de utilidad sobre el costo; qué margen? B) Precio sugerido; Precio más bajo que la competencia; C) Precio de descreme.
A) Margen de utilidad sobre el costo. El margen oscila entre el 30 y 60%.
21. Qué tipo de tratamiento de precios tendrán los detallistas, tenderos, almacenes de cadena?
Se hará un descuento por volumen que será permanente, teniendo en cuenta que nuestro potencial de compra es de consumidor final y no de otra índole. Especialmente estos descuentos estarán orientados a los restaurantes consumidores de nuestro producto.
22. Escriba el nombre y dirección de sus principales competidores.
Distribuidora de pescados y mariscos Mary Luz. Cra 70 N 79B – 13
Distribuidora de pescados y mariscos Alzate. Cra 25 N 22ª – 13
Distribuidora Océano y Mar. Cra 24 N 22 – 13
Los principales competidores realmente están a varios kilómetros de distancia de la ubicación de nuestra distribuidora. Teniendo en cuenta que es un tipo de mercado específico de atención a usuarios finales.
23: Mencione las principales innovaciones que tienen sus productos o servicios frente a la competencia.
Nuestros agregados diferenciadores con respecto a la competencia son los siguientes:
- Fuerza de ventas especializada en el producto, que brindará al cliente un asesoramiento en la compra y en la preparación y tratamiento del producto.
- Nuestro servicio de distribución será eficiente y puntual, resolviendo inconvenientes de desabastecimiento en restaurantes y empleados de oficina
- Servicio y garantía de posventa.
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