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Essay In Spanish, Marketing Plan For A Coffee Shop In Latin America.

6110 words - 24 pages

Análisis del Contexto en que se desarrolla el Plan.A continuación se presenta un panorama de la actualidad del país enfocado desde diferentes contextos, cada uno de ellos contribuirá a determinar la guía para el plan de Marketing de la creación de puntos de venta del Café Gourmet.CONTEXTO ECONÓMICOEn el contexto económico influyen ciertos indicadores como:a)Producto Interno BrutoEl PIB del año 2006 confirmó la recuperación del crecimiento económico a partir de 2005, el resultado de 4.3% superó la tasa del año anterior para el mismo período (2.8%); el empuje se basa en un mejor desempeño en todas las actividades del indicador. Dicha mejora también se aprecia en variables relacionadas con la producción de bienes y servicios como el empleo, las exportaciones, en particular las no tradicionales, la importación de bienes intermedios y de capital en el 2006. Los resultados muestran la recuperación de los sectores Agropecuario, Comercio restaurantes y hoteles e Industria Manufacturera.La Construcción creció 5.8% en 2006, y en promedio, en el último año y medio creció 6.2%. El valor agregado de 2006 de las actividades agropecuarias aumentó en 6.9%, al del año anterior (6.0%). La Industria Manufacturera y Minas en el tercer trimestre experimentó un crecimiento favorable de 3.6%, similar a la tasa del año pasado en el mismo período; el comportamiento de bajo crecimiento lo revirtió a partir del segundo trimestre de 2006. Comercio, Restaurantes y hoteles crecieron 4.9% en el tercer trimestre de 2006 superando el 1.3% de 2005 en el mismo período. El sector comercio se beneficio con los ingresos de las remesas familiares ya que el valor agregado de estas actividades en el 2006 será de 4.9%, mejor al 1.6% de 2005b)Tasa de InflaciónLa tasa de inflación del país se ha mantenido durante los últimos tres años, con una tendencia a la disminución en los últimos dos trimestres del 2006. Pero aún estos valores se encuentran muy por encima de los valores de 1.88 y 2.13 registrados en los años 2002 y 2003.c)Población económicamente activaLa población económicamente conjunta los índices de crecimiento poblacional junto con el índice de empleo.El gráfico demuestra que el crecimiento poblacional no siempre va acompañado de un crecimiento económico. En los últimos dos años el índice se ha mantenido con tasas de crecimiento anual cercanas a 3.0%.d)Balanza ComercialLas exportaciones de los últimos 5 años han mostrado una tendencia moderada al crecimiento, sin embargo, aún no es suficiente para levantar el déficit de la balanza comercial que sigue un descenso creciente...

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