Presenta:
CALAO MARQUEZ LILIA ALEJANDRA
MORALES GUZMAN CANDY DEL CARMEN
MATERIA:
SEMINARIO DE TITULACIN
MAESTRA:
BANDA IZETA HERMINIA
GRUPO:
8D
Asesor:
DR. JORGE REBOLLO MEZA
1
ndice
CAPTULO 1. PROBLEMATIZACIN DE LA INVESTIGACIN
INTRODUCCIN................................................................................................................3
1 CAPITULO: PROBLEMATIZACIN DEL PROBLEMA...................................................4
1.1rea de conocimiento................................................................................................4
1.2 Titulo de anteproyecto..............................................................................................5
1.3 Antecedentes............................................................................................................5
1.4 Planteamiento del problema.....................................................................................7
1.5 Justificacin..............................................................................................................7
1.6 Objetivos...................................................................................................................8
1.6.1 Objetivo especfico.............................................................................................9
1.7 Supuestos................................................................................................................9
2 CAPITULO ELEMENTOS FUNDAMENTALES DE LA DISTRIBUCIN.......................9
2.1 Generalidades de la Mercadotecnia.........................................................................9
2.1.1 Antecedentes de la Mercadotecnia..................................................................10
2.1.2 Objetivos de la Mercadotecnia.........................................................................10
2.1.3 Importancia de la Mercadotecnia.....................................................................10
2.1.4 Mezcla de la Mercadotecnia............................................................................11
2.2 La Distribucin........................................................................................................12
2.2.1 Antecedentes de la distribucin.......................................................................12
2.2.2 Conceptos........................................................................................................13
2.2.3 Ventajas y desventajas....................................................................................13
2.2.4 Caractersticas de una buena distribucin.......................................................14
3 CAPITULO DIAGNOSTICO SITUACIONAL.................................................................15
4. METODO......................................................................................................................15
4.1 CUESTIONARIO PRUEBA PILOTO...................................................................15
4.2 TABULACIN Y GRAFICACIN DE DATOS....................................................18
4.3 REPORTE PRUEBA PILOTO..........................................................................23
4.4 TAMAO DE LA MUESTRA...............................................................................24
2
INTRODUCCIN
Funciones
rea de ventas
Estrategias de ventas
Financiamiento de las ventas
Estudio de mercado
Planeacin de Ventas
El personal de ventas
Mercado de dinero
Inversiones
Administracin financiera
Tesorera
Contralora
rea
produccin:
Actividades
de
la
rea
recursos
humanos
Relacionada
con
el
funcionamiento de la empresa. Es
la operacin de negocio en
de sentido
general,
desde
contrataciones, pagos a personal.
Por lo general es el emprendedor
o empresario quien se encarga de
esta
rea
funcional,
Est
relacionada con otras reas como
recursos humanos.
Recursos materiales
Reclutamiento y seccin
Remuneracin
Salarios
Misin
Somos una empresa dedicada a la fabricacin de galletas tipo craquets, con el firme
compromiso ser mejores cada da.
Visin
Seremos una empresa productora y comercializadora de galletas reconocida como lder
en innovacin, calidad y servicio por nuestros clientes y consumidores a nivel nacional.
Antecedentes
Logo:
Historia: La marca existe hace ms de 60 aos, sin embargo, el corporativo Las
Dos Naciones S.A. de C.V., se fund en el ao 2009. Los productos se
presentaban en latas
La empresa ha estado operando 2 aos menos que lo normal para una empresa en
Mxico, y 16 aos menos que lo normal para fabricantes de galletas y pastas.
Empleados
La empresa cuenta con 70 empleados (estimado). De acuerdo a las estadsticas
estatales, una empresa en Tabasco tiene, en promedio, entre 5 y 15 empleados, lo que
dicha informacin indica que el Corporativo Las Naciones, S.A. de C.V., tiene un poco
ms empleados que el promedio.
Lneas de Productos
Precio:
Ingredientes:
Precio:
Ingredientes:
Precio:
III.
1.7 Supuestos
Las bajas ventas de la Galleta Soda Tabasco, es debido a la mala estrategia de
distribucin del producto. Ok aprobado
Las bajas ventas de la Galleta Soda Tabasco, no es debido a la mala estrategia de
distribucin del producto. Ok aprobado
Las bajas ventas de la Galleta Soda Tabasco, es debido a la poca publicidad del
producto. Ok aprobado
10
2.2 La Distribucin
Distribucin es la accin y efecto de distribuir (dividir algo entre varias personas, dar a
algo el destino conveniente, entregar una mercanca), es muy habitual en el comercio
para nombrar al reparto de productos.
La distribucin, en este caso, es el proceso que consiste en hacer llegar fsicamente el
producto al consumidor. Para que la distribucin sea exitosa, el producto debe estar a
disposicin del potencial comprador en el momento y en el lugar indicado. Por ejemplo:
la distribucin de una bebida refrescante debe reforzarse durante el verano ya que
aumenta su demanda. En dicha temporada, la bebida tiene que llegar a los centros
tursticos y a los destinos de veraneo, entre otros lugares de concentracin masiva de
gente.
13
14
15
16
4. METODO
4.1 Diseo de Investigacin
4.2 Tipos de Investigacin
4.3 prueba piloto
4.3.1 diseo del cuestionario
18
No
2. Qu edad tiene?
De 25 a 30
5. Consume galletas?
Si
Malvavisco
Tipo Craquets
Barquillo
Magna o Spritz
Pretzel
Otro________________
No
DE 7 A 9 VECES
10 VECES
No
Abarroteras
Centros Comerciales
20
III.14
NO
III.18
III.15 III.16
I
III.19 III.20
1
1%
III.21
III.22
III.23
III.24
III.25
III.26
III.27
III.28
III.29
III.30
I.2 2. Qu edad tiene?
I.6 <De 25
I.3 Encuesta
dos
I.7 I
I.4
#
I.8
1
I.10 >De30
I.11 IIIIIII
I.12
8
I.17
17
I.14 De 25 a 30
I.5 %
I.9 5,
80
%
I.13 30
,7
6
%
I.18 65
,3
8
%
III.31
III.32
III.33
III.34
III.34
III.34
III.34
III.34
III.34
III.34
III.34
III.34
III.34
III.34
III.35
III.36
III.37
III.38
21
65.38%
60.00%
30.76%
40.00%
20.00%
0.00%
5.80%
<De 25
III.39
III.40
III.41
III.42
III.43
III.44
III.45
III.46
III.47
III.48
III.49
III.50
III.51
III.52
III.53
III.54
III.55
3. Cul es su estado
civil?
III.59
Casado
III.63
Soltero
>De30
De 25 a 30
III.56
Encuesta
dos
III.60
IIIIIIIII III
III.57
#
III.58
%
III.61
13
III.64
IIII
III.65
4
III.62
76,4
7
%
III.66
23,5
2
%
III.67
III.68
22
76.47%
80.00%
60.00%
40.00%
23.52%
20.00%
0.00%
Casado
III.69
III.70
III.71
III.72
III.73
III.74
III.75
III.76
III.77
III.78
III.79
III.80
III.81
III.82
III.83
4. Qu ingresos tiene
mensualmente?
III.87
De $9,800
III.91
<De $9,800
III.95
>DE $9,800
Soltero
III.84
Enc
uestados
III.88
IIIIIII
II
III.92
II
III.96
III.85
#
III.89
10
III.93
2
III.97
1
III.86
%
III.90
76,92%
III.94
15,38%
III.98
7,69%
III.99
III.100
III.101
III.102
23
76.92%
60.00%
40.00%
15.38%
20.00%
0.00%
7.69%
III.103
III.104
III.105
III.106
III.107
III.108
III.109
III.110
III.111
III.112
III.113
III.114
III.115
III.116
III.117
III.118
III.119
III.120
5. Consume
galletas?
III.124
Si
III.128
III.121
Enc
uestados
III.125
IIIIII
No
III.129
III
III.122
#
III.126
7
III.130
3
III.123
%
III.127
70%
III.131
30%
III.132
CONSUME GALLETAS?
80%
70%
60%
40%
30%
20%
0%
Si
No
III.133
24
III.134
III.135
III.136
III.137
III.138
III.139
III.140
III.141
III.142
III.143
III.144
III.145
III.146
III.147
6. Qu tipos de galletas
consume?
III.151
Tipo Soda
III.155
III.159
Barquillo
Magna o Spritz
III.160
Pretzel
III.164
Tipo Craquets
III.168
Malvavisco
III.172
Otro
III.176
III.163
III.167
III.148
E
ncuesta
dos
III.152
II
IIII
III.156
I
III.171
III.175
III.149
#
III.150
%
III.153
6
III.157
1
III.161
0
III.165
0
III.169
0
III.173
0
III.177
0
III.154
85,71%
III.158
14,28%
III.162
III.166
III.170
III.174
III.178
-
III.179
III.180
III.181
III.182
III.183
25
III.184
III.185
III.186
III.187
III.188
III.189
III.190
III.191
III.192
III.193
7. Conoce la galleta Soda
Tabasco?
III.197
Si
III.201
No
III.194
En
cuestado
s
III.198
IIIII
III.202
III.195 III.196
#
%
III.199 III.200
5
83,33
%
III.203 III.204
1
16,66
%
III.205
III.206
83.33%
80.00%
60.00%
40.00%
16.66%
20.00%
0.00%
Si
No
III.207
III.208
III.209
III.210
III.211
III.212
III.213
III.214
III.215
III.216
III.217
III.218
III.219
III.220
III.221
III.222
III.223
26
Tabasco?
III.224
Si
III.228
No
ncuesta
dos
III.225
II
III
III.229
-
III.226
5
III.230
0
III.227
100%
III.231
-
III.232
III.233
III.234
Si
No
0
III.235
III.236
III.237
III.238
III.239
III.240
III.241
III.242
III.243
III.244
III.245
III.246
III.247
III.248
III.249
III.250
III.251
III.252
III.253
9. Con que frecuencia la consume? (POR
SEMANA)
III.257
DE 1 A 3 VECES
III.261
DE 4 A 6 VECES
III.254
E
ncuesta
dos
III.258
II
III
III.262
III.255 III.256
#
%
III.259 III.260
5
100
%
III.263 III.264
0
27
III.265
III.269
DE 7 A 9 VECES
III.266
10 VECES
III.270
III.267 III.268
0
III.271 III.272
0
-
III.273
120%
100%
80%
60%
40%
20%
0%
III.274
III.275
III.276
III.277
III.278
III.279
III.280
III.281
III.282
III.283
III.284
III.285
III.286
III.287
III.288
10. Es difcil encontrar la galleta soda
tabasco?
III.292
Si
III.289
E
ncuesta
dos
III.293
I
III.296
No
III.297
II
II
III.290 III.291
#
%
III.294 III.295
1
20
%
III.298 III.299
4
80
%
III.300
III.301
III.302
28
80%
80%
60%
40%
20%
0%
20%
Si
No
III.303
III.304
III.305
III.306
III.307
III.308
III.309
III.310
III.311
III.312
III.313
III.314
III.315
III.316
III.317
III.318
III.319
11. En qu lugar compra por lo general la
galleta Soda Tabasco?
III.320
E
ncuesta
dos
III.324
II
I
III.321 III.322
#
%
Supermercados
III.328
III.329 III.330
1
20
Abarroteras
III.332
III.333 III.334
1
20
Centros Comerciales
III.336
III.337 III.338
0
-
III.323
Tiendas Detallistas
III.327
III.331
III.335
III.325 III.326
3
60
III.339
III.340
III.341
29
60%
20%
20%
0%
III.342
III.343
III.344
III.345
III.346
III.362
n=20.91
III.363
III.369
III.370
III.364
III.371
~ 21
30
III.372
s2
III.377
'
n=
2
III.382
III.388
III.389
s2 p (1+ p)
III.390
III.395
III.400
III.401
2=( se ) 2
0.16
0.0025
III.373
n' =
III.391 s2
III.396
III.392
0.20(10.20)
2=( 0.05 ) 2
III.403
III.404
III.374
III.384
n' =
64
III.385
s2
0.16
III.393
III.375
III.380
III.386
III.376
III.381
III.387
III.394
III.399
III.405
2=0.0025
III.402
III.406
III.407
III.408
III.409
Clculo #2
III.410
n= Tamao de la Muestra
III.411
NZ 2P(1P)
n= III.412
Donde:
( N 1 )e 2+Z 2P(1P)
III.413
E= Error Estimado
N= Tamao de la Poblacin
III.414
Z= Grado de Confianza
P= Probabilidad de Suceso
III.415
III.416
Nivel de
III.417
Nivel de
III.418
Nivel de
Confianza 90%
Confianza 90%
Confianza 90%
III.419
Z= 1.645
III.420
Z= 1.645
III.421
Z= 1.645
III.422
Margen de
III.423
Margen de
III.424
Margen de
Error 5%
Error 10%
Error 15%
III.425
III.426
n=27
n=18
n=12
III.427
III.428
Nivel de
III.429
Nivel de
III.430
Nivel de
Confianza 95%
Confianza 95%
Confianza 95%
III.431
Z= 1.96
III.432
Z= 1.96
III.433
Z= 1.96
III.434
Margen de
III.435
Margen de
III.436
Margen de
Error 5%
Error 10%
Error 15%
III.437
III.438
n=21
n=28
n=15
III.439
III.440
Nivel de
III.441
Nivel de
III.442
Nivel de
Confianza
99%
Confianza
99%
Confianza 99%
III.443
Z= 2.57
III.444
Z= 2.57
III.445
Z= 2,57
III.446
Margen de
III.447
Margen de
III.448
Margen de
Error 5%
Error 10%
Error 15%
III.449
III.450
n=19
n=24
n=29
III.451
Seleccin Aleatoria de la Muestra
31
III.452
III.453
MTODO DE SELECCIN ALEATORIO
III.454
III.457
III.455
III.456
ADOLFO LOPEZ
1
1
MATEOS
III.458
PAGES LLERGO
III.461
III.459
1
2
III.460
AURORA
III.462
PASEO LAS PALMAS
III.465
III.463
1
III.466
PRADOS DE
3
III.464
COSMO
VILLAHERMOSA
III.469
III.467
2
4
III.468
FLAMINGOS
III.470
PRIVADA DEL PASEO
III.473
III.471
2
5
III.472
FRAMBOYANES
III.474
REAL DEL ANGEL
III.477
III.475
2
6
III.476
GUADALUPE
III.478
REAL DE MINAS
III.481
III.479
2
7
III.480
LA CHOCA
III.482
REAL DEL SUR
III.485
III.483
2
III.486
RECIDENCIAL
8
III.484
LA HACIENDA
DEPORTIVA
III.489
III.487
III.488
LOS
2
III.490
RECIDENCIAL LA
9
MULTIOCHENTA
CEIBA
III.491
III.493
1
III.492
MACUILIS Y
2
III.494
RECIDENCIAL VILLA
BUNGAMBILIAS
LOS RIOS
III.495
III.497
1
2
III.496
MADEIRAS
III.498
SAN ANGEL
III.499
III.501
1
2
III.500
MARCOS BUENDIA
III.502
TULIPANES
III.503
III.505
1
2
III.506
NUEVA
III.504
MILITAR
VILLAHERMOSA
III.507
III.509
1
3
III.508
NANCE
III.510
VILLA LOS RIOS
III.511
III.512
OLMECA
III.513
III.514
VISTA ALEGRE
32
1
III.515
1
III.516
III.519
OROPEZA
III.517
III.518
33
I.19
C
I.20
f
I.21 I.22 I.23 I.24 I.25 I.26 I.27 I.28 I.29 I.30 I.31 I.32 I.33 I.34
1
6
1
1
2
2
3
3
4
4
5
5
6
6
I.40
1
0
4
8
0
I.41
2
2
3
I.35 6
1 8
I.36 I.42
2 2
I.37 4
3 1
I.38 3
4 0
I.39 I.43
5 4
2
1
6
7
I.44
3
7
5
7
0
I.45
1
5
0
1
1
I.46
4
6
5
7
3
I.47
4
8
3
6
0
I.48
9
3
0
9
3
I.49
3
9
9
7
5
I.50
0
1
5
3
6
I.51
2
5
5
9
5
I.52
2
2
5
2
7
I.53
0
6
2
4
3
I.54
8
1
8
3
7
I.55
0
2
0
1
1
I.56
8
5
3
9
3
I.57
9
7
2
6
5
I.58
6
1
6
8
0
I.59
1
6
6
5
6
I.60
8
1
6
4
7
I.61
3
0
9
9
5
I.62
7
6
3
9
3
I.63
0
7
8
5
6
I.64
0
6
1
2
1
I.65
9
1
6
4
6
I.66
8
9
1
9
8
I.67
6
4
8
0
9
I.68
1
6
3
7
6
I.69
9
1
7
8
2
I.70
6
9
1
7
9
I.71
3
7
9
8
2
I.72
1
5
1
7
9
I.73
3
9
4
4
0
I.74
6
0
4
6
8
I.75
1
4
1
9
4
I.76
5
3
4
0
2
I.77
2
4
8
3
0
I.78
5
3
5
3
7
I.79
8
1
3
0
5
I.80
6
2
5
9
0
I.81
9
3
9
6
5
I.82
4
9
3
4
0
I.83
7
1
3
4
1
I.84
4
9
6
8
4
I.85
3
6
2
0
7
I.86
3
4
0
9
5
I.87
3
2
0
8
1
I.88
5
7
0
0
4
I.89
6
0
6
7
2
I.90
2
0
9
6
9
I.91
5
2
6
6
6
I.92
3
0
6
8
0
I.93
0
0
8
4
9
I.94
1
4
1
1
0
I.95
9
9
5
7
0
I.96
1
9
1
7
4
I.97
1
9
6
5
5
I.98
7
4
9
1
7
I.99
0
6
9
2
7
I.100
9
1
2
9
1
I.101
3
9
6
1
5
I.102
6
3
3
4
8
I.103
9
7
7
5
8
I.104
0
1
2
6
3
I.105
9
0
7
0
0
I.106
9
9
5
0
5
I.107
5
8
6
2
9
I.108
1
6
3
7
9
I.109
5
4
6
1
3
I.115
7
7
9
2
1
I.116
9
9
5
I.110
6
6
2
I.111
I.117
7
9
I.112
6
8
3
I.113
0
9
1
I.114
I.120
0
6
9
0
7
I.121
7
2
9
0
5
I.122
9
1
9
7
7
I.125
1
1
0
0
8
I.126
5
6
4
2
0
I.127
0
5
4
6
3
I.130
4
2
7
5
1
I.131
6
9
9
9
4
I.132
0
7
9
7
2
I.135
2
7
7
5
6
I.136
9
8
8
7
2
I.137
1
8
8
7
6
I.140
5
3
4
9
8
I.141
3
1
0
1
6
I.142
2
0
9
2
2
I.145
1
8
6
0
2
I.146
7
1
1
9
4
I.147
9
4
5
9
5
I.150
7
0
6
5
9
I.151
1
8
7
3
8
I.152
5
6
8
6
9
I.155
9
0
6
6
5
I.156
4
4
0
1
3
I.157
6
9
0
1
4
I.160
1
5
0
5
3
I.161
4
8
8
4
0
I.162
6
0
0
4
5
I.165
2
1
9
1
6
I.166
6
3
2
1
3
I.167
1
8
4
2
5
I.170
8
1
8
2
5
I.171
2
1
0
6
9
I.172
8
4
9
0
3
I.175
4
4
3
9
4
I.176
1
0
6
3
4
I.177
4
2
5
0
8
I.180
4
2
8
8
0
I.181
1
2
9
5
2
I.182
3
234
3
0
7
III.521
4.5 REPORTE CLCULO DE LA MUESTRA
III.522
III.523Otro aspecto por tener en cuenta, es definir la poblacin o muestra con
la cual se desarrollara la investigacin de inters.
III.524En esta parte de la investigacin, el inters principal consiste en definir
quienes y que caractersticas debern tener los sujetos objeto de estudio.
Para dicho objetivo se recure a los mtodos de muestreo.
III.525En seguida, se procede al desarrollando de diversas formulas para el
clculo de muestra, tales formulas pertenecientes al mtodo probabilstico
de muestreo aleatorio simple.
III.526En primera estancia el clculo de la muestra se realizo en clase y con
ayuda de material didctico proporcionado por el profesor responsable de
la asignatura, en donde se obtuvieron las siguientes formulas:
1.
n'
Donde:
III.527 n=
'
1+n N
n= Tamao de la Muestra
s2
n=
2
III.528
'
III.529s2
III.530
2.
p (1+ p)
2=( se ) 2
NZ 2P(1P)
III.531n= ( N 1 )e 2+Z 2P(1P)
III.532
Donde:
III.533
n= Tamao de la Muestra
III.534
E= Error Estimado
N=
Tamao de la Poblacin
III.535
Z= Grado de Confianza
P= Probabilidad de Suceso
III.536
III.537Es preciso mencionar que para la sustitucin de las anteriores formulas,
se utilizaron los valores resultantes de la tabulacin de datos, recabados
en la aplicacin de la prueba piloto. Posteriormente se da paso a la
seleccin aleatoria del nmero de colonias correspondientes para la
aplicacin de la muestra. Para tal seleccin se hace uso de una tabla
general de nmeros aleatorios.
III.538
III.539
III.540
III.541
III.542
4.3 DELIMITACION DE LA MUESTRA
III.543
III.544
35
III.545
III.546
III.547
III.548
III.549
III.550
COLONIA: ADOLFO LPEZ
III.551
MATEOS
III.552
III.553
III.554
III.555
III.556
III.557
III.558
III.559
RESIDENCIAL
FRAMBOYANES
III.559
III.560
III.561
III.562
III.563
III.564
COLONIA: LA CHOCA
III.565
III.566
III.567
III.568
36
III.569
III.570
III.571
III.572
III.573
III.574
III.575
III.576
III.577
III.578
III.579
III.580
III.581
COLONIA:
III.582
MADEIRAS
III.583
III.584
III.585
III.586
III.587
III.588
III.589
III.590
III.591
III.592
III.593
III.594
III.595
III.596
III.597
III.598
III.599
III.600
III.601
III.602
COLONIA: PASEA LAS
III.603
PALMAS
III.604
37
III.605
III.606
III.607
III.608
III.609
III.610
III.611
III.612
III.613
III.614
III.615
III.616
III.617
COLONIA: PRADOS DE
III.618
VILLAHERMOSA
III.619
III.620
III.621
III.622
III.623
III.624
III.625
III.626
III.627
III.628
III.629
III.630
III.631
III.632
III.633
III.634
III.635
III.636
III.637
COLONIA: REAL DEL
III.638
ANGEL
III.639
III.640
38
III.641
III.642
III.643
III.644
III.645
III.646
III.647
III.648
III.649
III.650
III.651
III.652
III.653
COLONIA:
III.654 NUEVA
VILLAHERMOSA
III.655
III.656
III.657
III.658
III.659
III.660
III.661
III.662
III.663
III.664
III.665
III.666
III.667
III.668
III.669
III.670
39