análisis del turismo submarino en chile para empresa ficticia
DESCRIPTION
Es la asesoría de marqueting para una empresa ficticia que desea posicionarse dentro del mercado chileno realizando el servicio de turismo submarinoTRANSCRIPT
7/17/2019 Análisis del Turismo submarino en chile para empresa ficticia
http://slidepdf.com/reader/full/analisis-del-turismo-submarino-en-chile-para-empresa-ficticia 1/7
ASIGNATURA : MARKETING I
PROFESOR : ANTONIOCORREA RUDOLPH
INTEGRANTES: BRAULIOOYANEDER SAN MARTÍN
CLAUDIAMONTALVA RODRÍGUEZ
JOHAN TORRES CRUZ
LORENA TORRESCASTILLO
MAURICIO FUENTESBRAVO
SUBMARI
NO
7/17/2019 Análisis del Turismo submarino en chile para empresa ficticia
http://slidepdf.com/reader/full/analisis-del-turismo-submarino-en-chile-para-empresa-ficticia 2/7
Moai suba!i"oIntroducción.
Is#a $% Pas&ua &o!!%s'o"$% a u"o $% #os $%s(i"os (u!)s(i&os *s i'o!(a"(%s$% C+i#% , %# u"$o- Es u" #u.a! i$%a# 'a!a +a&%! suba!i"iso/ .!a&ias a 0u%sus a.uas so" (a" &#a!as , (!a"s'a!%"(%s 0u% #a 1isibi#i$a$ 'u%$% a#&a"2a!+as(a #os 34 %(!os- Es(a &a!a&(%!)s(i&a 5"i&a/ s% $%b% a #a aus%"&ia $%'#a"&(o" , 6u"$a%"(a#%"(% a #a 6a#(a $% &o"(ai"a&i7"- Po! o(!o #a$o/ susa.uas &u%"(a" &o" u"a (%'%!a(u!a i$%a# 0u% os&i#a %"(!% #os 89: , ;3:
.!a$os- D%&#a!a$o 'a(!io"io $% #a +ua"i$a$/ %s(a is#a 'os%% $%"(!o $%# a<o;48; u" (o(a# $% =4-;8> 1isi(as/ &o!!%s'o"$i%"$o a u" au%"(o $%# 8?/?@!%s'%&(o a# a<o a"(%!io!- Es(os $a(os 'u%$%" s%! 1a!iab#%s/ ,a 0u% u&+as'%!so"as +os'%$a" %" #os &!u&%!os %" #os 0u% ##%.a"/ 6a#(a" #u.a!%s $%+os'%$a% 'o! %s(u$ia! 0u% "o s% %"&u%"(!a" i"s&!i(os $%"(!o $% #os !%.is(!oso&ia#%s &+i#%"os/ , u" (u!is(a 'u%$% usa! *s $% u" #u.a! $% +os'%$a% 'o!1isi(a-
Análisis de Mercado.U(i#i2a"$o $a(os $%# i"s(i(u(o "a&io"a# $% %s(a$)s(i&as %" su i"6o!% a"ua#
(u!iso ;48; (%"%os #os si.ui%"(%s $a(os 0u% so" $% i"(%!s 'a!a %# "%.o&io-
La &o'osi&i7" $% (u!is(as ##%.a$os a #a is#a
7/17/2019 Análisis del Turismo submarino en chile para empresa ficticia
http://slidepdf.com/reader/full/analisis-del-turismo-submarino-en-chile-para-empresa-ficticia 3/7
Do"$% s% 'u%$% a'!%&ia! 0u% #a a,o! 'a!(% $% #as '%!so"as 0u% 1isi(a" #a is#a&o!!%s'o"$%" a &+i#%"os/ s%.ui$os 'o! &iu$a$a"os %s(a$ou"i$%"s%s/ 6!a"&%s%s, '%!ua"os- Co"a6 i"6o!7 ;-;4; 1isi(as a# 'a!0u% "a&io"a# !a'a "ui $o"$%;3-9== so" &+i#%"os , ;->9 so" %(!a"%!os/ $% %s(os 5#(ios #a &o'osi&i7"%s #a si.ui%"(%-
7/17/2019 Análisis del Turismo submarino en chile para empresa ficticia
http://slidepdf.com/reader/full/analisis-del-turismo-submarino-en-chile-para-empresa-ficticia 4/7
I'o!(a"(% a.!%.a! a %s(o 0u% a "i1%# 'a)s #os %(!a"%!os '%!a"%&%" %"'!o%$io 9/ $)as , %6%&(5a" u" .as(o $ia!io i"$i1i$ua# '!o%$io GPDI $%US39/3 a#&a"2a"$o u" (o(a# $% US?>/3 / &ab% $%s(a&a! 0u% %# (u!is(a%u!o'%o '!%s%"(7 u"a '%!a"%"&ia '!o%$io $% 8?/; $)as/ &o" u" GPDI $%US39/ , u" (o(a# $% US8->89/8/ a$%*s B!asi# %s %# 'a)s 0u% '!%s%"(7 u"
a,o! GPDI %" &o'a!a&i7" a #os o(!os 'a)s%s/ &o!!%s'o"$i%"(% a US8=/8- E#(u!is(a %u!o'%o '!%s%"(7 u"a '%!a"%"&ia '!o%$io $% 8?/; $)as/ u" .as(o $ia!io%$io 'o! '%!so"a $% US 39/ , u" .as(o (o(a# 'o! '%!so"a $% US 8->89/8- Esi'o!(a"(% s%<a#a! 0u% B!asi# %s %# 'a)s 0u% '!%s%"(7 %# a,o! GPDI %"&o'a!a&i7" a# !%s(o $% #os 'a)s%s/ &o" US 8=/8-
E"(!% #os (u!is(as 0u% %6%&(5a" %# a,o! .as(o (o(a# 'o! '%!so"a $u!a"(% su %s(a$)a%" C+i#% s% &u%"(a" #os !%si$%"(%s %" Asia US 8-9/>/ Es'a<a US 8-=?/;/Ca"a$* US 8-;9>// A#%a"ia US8-;>8/=/ I".#a(%!!a US 8-;4>// F!a"&iaUS 8-893/9/ Mi&o US8-89// EEUU- US 8-83/3 B!asi# US 8-4;;/?/0ui%"%s %" su (o(a#i$a$ su'%!a!o" %# .as(o (o(a# i"$i1i$ua# $% #os (u!is(as US
?>/3/ , %" su a,o!)a #o $ob#a"- $a(os $% INE
Asia
Es'a<a
Ca"a$*
A#%a"ia
I".#a(%!!a
F!a"&iaMi&o
EEUU
B!asi#
M%$ia
44-4 8/444-4 8/44-4 ;/444-4
Gasto !ario
Gas(o D)a!io
Mercado O"#eti$oCo" %s(os $a(os 'o$%os $%"i! "u%s(!o %!&a$o ob%(i1o &oo si.u%su'o"i%"$o 0u% #as '%!so"as 0u% 1isi(a" %# 'a!0u% "a&io"a# !a'a "ui so" #os'!i"&i'a#%s i"(%!%sa$os %" &o"o&%! #os a(!a&(i1os $% #a is#a '!o'o"$!%os %s(as'%!so"as &oo %!&a$o ob%(i1o/ as) $%"i!%os %# %!&a$o ob%(i1o i"(%!"o&oo
7/17/2019 Análisis del Turismo submarino en chile para empresa ficticia
http://slidepdf.com/reader/full/analisis-del-turismo-submarino-en-chile-para-empresa-ficticia 5/7
Mercado objetivo interno
Los &+i#%"os 0u% 1isi(a" is#a $% 'as&ua &o" "%s (u!)s(i&os/ %" %# &aso $%# a<o;48; (%"%os u"a &a"(i$a$ $% ;3-9==/ a %s(o s% 'u%$% a.!%.a! %# .obi%!"o&o" su '!o.!aa 1ia%s (%!&%!a %$a$ %# &ua# b!i"$a $os (u! .uia$os-
Mercado Objetivo Externo
Pa!a %# %!&a$o ob%(i1o %(%!"o $%"i!%os #os %(!a"%!os 0u% 1isi(a" #a is#a&o" "%s (u!)s(i&os/ %# a<o ;48; a#&a"2a!o" u"a &a"(i$a$ $% ;->9 &o" #a&o'osi&i7" %'u%s(a %" #a (ab#a 1iaa"(%s %(!a"%!os a# P-N- Ra'a Nui -
Macrosegmentación
D% %s(os 'o$%os $%"i! u" %!&a$o &o" u" (o(a# $% ;-;4; '%!so"as $%"(!o$% "u%s(!o %!&a$o ob%(i1o
Microsegmentación
D%"(!o $% %s(o 'o$%os s%.%"(a! %" $is(i"(os .!u'os
• M%!&a$o ob%(i1o %(%!"o• M%!&a$o ob%(i1o i"(%!"o
o P%!so"as 0u% 1iaa" 'o! #os '!o.!aas $% .obi%!"o .obi%!"oo P%!so"as 0u% 1iaa" &oo (u!is(a 6u%!a $% #os '!o.!aas $%
.obi%!"o 'a!(i&u#a!%s
Mercado Meta
Po! u#(io $%"i!%os %# %!&a$o %(a a (o$as #as '%!so"as 0u% s% %"&u%"(!%%" #a is#a/ ,a s%a !%si$%"(% o 1isi(a"(%-
ESTRATEGIA E SER%I&IO
Productos Segmentos de Mercado.
Da$o 0u% %is(%" $i6%!%"&ias &#a1% %"(!% a#.u"os s%.%"(os $% %!&a$oo6!%&%!%os $is(i"(os (i'os '!o$u&(os 0u% s% aus(a" a #as $i1%!sas"%&%si$a$%s-
“Paquete Empresas Charter” enocado a !os programas de gobierno " serviciostur#sticos !oca!es.
7/17/2019 Análisis del Turismo submarino en chile para empresa ficticia
http://slidepdf.com/reader/full/analisis-del-turismo-submarino-en-chile-para-empresa-ficticia 6/7
Co"s(a $% u" 'a0u%(% $% asi%"(os %" #a u"i$a$ $% 4 'asa%!os/ %s(os so" $%'a0u%(%s $% u" )"io $% 84 'asa%!os %" a$%#a"(%/ &o" '!oo&io"%s'!o.!%si1as s%.5" a1a"2a" %" (!ao $% &a"(i$a$ $% 'asa%!os-
“$o!etos %nitarios”
Es(os 1a" $i!i.i$os a (u!is(as 0u% 0ui%!a" a$0ui!i! #os s%!1i&ios 'o! su &u%"(a/so" bo#%(os a'(os 'a!a subi!s% a #as u"i$a$%s 'a!a > 'asa%!os o 'a!a #a u"i$a$$% 4 'asa%!os-
“$uceo &utónomo”
Pa!a a0u%##os *s a(!%1i$os %s(* %# bu&%o au(7"oo/ %s( &o"s(a!* $% u"a'a!(% (%7!i&a , o(!a '!*&(i&a/ 0u% i"&#ui!* %# '!s(ao $%# %0ui'o "%&%sa!io'a!a su%!.i!s%-
Producto Principa!.
Nu%s(!o '!o$u&(o '!i"&i'a# &o!!%s'o"$% a# Pa0u%(% E'!%sasC+a!(%! , #os Bo#%(os U"i(a!ios 'a!a subi! a #a u"i$a$ $% 4 'asa%!os-
Producto 'ea!.
O6!%&%os %# s%!1i&io $% (!as#a$o suba!i"o %" "u%s(!as "a1%s/ &o" (%&"o#o.)a$% 5#(ia .%"%!a&i7"/ %&o"7i&a , &o" asis(%"&ia $% '%!so"a# &a#i&a$o 'a!aasis(i! a #os &#i%"(%s %" sus $u$as a (!a1s $% su 1ia% suba!i"o-
Producto &umentado.
B!i"$aos a "u%s(!os &#i%"(%s #a %'%!i%"&ia 5"i&a , %&o"7i&a $% 1iaa! %" u"suba!i"o (u!)s(i&o 'a!a 1%! #os a(!a&(i1os suba!i"os $% u"o $% #os #u.a!%s*s #i'ios , a(!a&(i1os $%# u"$o/ 0u% $is'o"% $%"(!o $% su 'aisa%suba!i"o
• A!!%&i6%s $% &o!a#-• E# Moai suba!i"o-• La o!a , 6au"a &a!a&(%!)s(i&a $%# #u.a! '%&%s .#obo/ %!i2os/ (o!(u.as/
%"(!% o(!os-• Ca1%!"as suba!i"as-• Ba!&os "au6!a.a$os-
A$%*s $% #a .u)a , asis(%"&ia $% '%!so"a# &a#i&a$o &!%a"$o u" 1ia% 5"i&o a(!a1s $% #os #u.a!%s 'a!a$isia&os , %s&o"$i$os 0u% 'u%$% o6!%&%! #a is#a-
Servucción.
7/17/2019 Análisis del Turismo submarino en chile para empresa ficticia
http://slidepdf.com/reader/full/analisis-del-turismo-submarino-en-chile-para-empresa-ficticia 7/7
• P%!so"a# &a'a&i(a$o &o" 'si&7#o.os/ &o" u" (&"i&o %"&a!.a$o $% #aa"(%"&i7" $% #os %0ui'os , &o" #os %"&a!.a$os $% (!i'u#a! #a "a1% 'a!aasis(i! , .uia! %" #as i"0ui%(u$%s 0u% 'u%$a" (%"%! #as '%!so"as a"(%s $%subi! a# suba!i"o '!o'i&ia"$o &o"a"2a , &a#a $% 0u% (o$o sa#$!* %"o!$%" , &o" (o(a# s%.u!i$a$-
• Fo!a(o $%# #u.a! $% &oi%"2o $%# 1ia%/ (i'o o"(a<a !usa/abi%"(a$o %" #a &u#(u!a i#%"a!ia #o&a#/ %" #o 'osib#% !%a#i2a!#o $%a$%!a , 'i%$!as/ "a1%s &o" o(i1os a!()s(i&os $% #a is#a 'i"(a$as 'o! %#u!a#is(a I"(i-
• Ia.%" $%# '%!so"a#-
ESTRATEGIA E PRE&IOS
• Ob%(i1os Asi."a&i7" $% P!%&ios-• A&&i7" %" #a Fia&i7" $% P!%&ios-• E#as(i&i$a$ $% #a D%a"$a-• P!%&ios $% #os S%!1i&ios-