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Chupa Chups

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Submitted By sandra409
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1. Identifique los factores relacionados con la investigación comercial.
Primero identificaron el problema, que son todas las preguntas relacionadas con el lanzamiento de un nuevo producto, como dónde venderlo, a qué precio, dónde fabricarlo, etc.
Después recogieron información tanto de sus consumidores actuales como de los potenciales, para conocer sus hábitos de consumo y su proceso de decisión de compra, así como sus preferencias por marcas competidoras. También se informaron sobre el posible impacto de las malas noticias relacionadas con el estado económico de la compañía.
Con toda esa información, realizaron una segmentación del mercado según sexo, edad, nivel social, etc., además de usarla para predecir la marcha del Chupa Chups clásico y decidir la estrategia del nuevo producto, Chupa Chups Cremosa.
2. Diseñe una investigación comercial para poder proporcionar a Chupa Chups la información necesaria para tomar sus decisiones.
Diseño de la Investigación 1. Identificación del problema que se trata de investigar: a. Reducción de las ventas de Chupa Chups . b. Lanzamiento de nuevo producto: Chupa Chups Cremosa. c. Información de la prensa acerca de la mala situación financiera de la empresa. 2. Determinación del tipo de diseño de la investigación: d. Diseño exploratorio e. Diseño descriptivo: estudios transversales f. Diseño causal 3. Formulación de las hipótesis a confirmar mediante el estudio: g. Hábitos de consumo de los consumidores actuales y potenciales. h. Proceso de decisión de compra de los consumidores. i. Preferencias entre las distintas marcas de caramelos competidoras. j. Averiguar cómo afectan las noticias de la empresa a la percepción de la marca Chupa Chups. 4. Identificación, clarificación y medida de las variables del estudio: k. Sexo del consumidor l. Nivel social del consumidor m. Edad del consumidor n. Marca que consumía con anterioridad o. Precio máximo que está dispuesto a pagar

Obtención de la información 1. Selección de la fuentes a utilizar: a. Datos secundarios: datos ya disponibles. b. Datos primarios: datos que se obtienen de forma específica para la investigación. 2. Determinación de los procesos de obtención de la información: c. Encuestas: telefónica, email, personal, etc. d. Entrevista en profundidad e. Reunión de grupo

3. El diseño y la selección, en su caso, de la muestra: f. Muestra de edad entre 30 y 50 años (mercado adulto) g. Muestra de edad entre 16 y 25 años (mercado joven) h. Diferenciar ambas muestras por sexo 4. La recogida de datos

3. ¿Qué información se podría conseguir con fuentes secundarias?
- Información sobre la relación entre el consumo de caramelos con azúcar y caramelos sin azúcar.
- A que grupo de consumidores dedicar el producto que se quiere lanzar al saber que consumidores compran más caramelos sin azúcares.
- Saber en que países se consume más caramelos sin azúcar para poder decidir donde lanzar el producto.
- Información de la competencia, es decir, las características y las ventas del resto de empresas que venden caramelos sin azúcar y donde los comercializan mayoritariamente.
4. ¿Utilizaría la observación como técnica de investigación? Razone su respuesta.
No, ya que sería un proceso demasiado lento y costoso para llevarlo a cabo. Además, los resultados que obtendríamos de utilizar la técnica de observación serían poco representativos debido a que el producto se quiere vender en todo el mundo.
5. ¿Hay algún error o área de mejora en el planteamiento de la compañía?
6. ¿Qué utilidad podría tener para esta compañía un sistema de información de marketing?
Ya que quiere lanzar un nuevo producto, un SIM le ayudaría a ordenar información relevante tanto interna como externa, en este caso le aportaría información sobre cómo está desarrollada Chupa Chups en todos los mercados, cómo actúan sus competidores con los caramelos sin azúcar, etc. Por lo tanto, un SIM mejoraría la toma de decisiones de la compañía en cuanto a imagen del producto, precio, distribución y publicidad entre otros.

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