Trabajo Final Marketing Internacional

 

IFCQGPF@ @A KALECHES F@BHKHSP_FCHÓK X KALECHES HKPA_KFCHEKFGAS

PABF4 ‗ZGFK @A BF_MAPHKL HKPA_KFCHEKF HKPA_KFCHEKFG‘‘ G‘‘  FQPE_AS4  Oacarrf

Yagæsquaz, Cfbhgf

 Chskares

Lfrcâf, Arhcm

 Igeras

Bfkthggf, Nakry

 _uhtek

Abofhke, Irfkce

 Tagfyf

Lfrcâf, Guhs

@ECAKPA4 Yhggfkuavf Zèraz, Susfkf Bfr`agh CQ_SE4 Bfrmathkl Hktarkfchekfg  

CHCGE4  

?:6 6.0.3 Gâkaf `a Zre`uctes..........................................................................................8 6.0.0 Cgfshih ihccfc fchhók Frf Frfkcagfr frhhf...............................................................................8 6.0.1 Bfrcf Cebarchfg.............................................................................................8 6. 6.0. 0.99 @a @aih ihkh khch chók ók `a Bfr frcf cf Ceba Cebarc rchf hfgg.....................................................................8 6.0.< Athquatf..........................................................................................................6: 6.0.> @hsaöe `a Athquatf........................................................................................66 6.0.8 Ihcnf Pèck ckhhcf `ag Zre` e`u ucte..........................................................................6? 6.0.6: Akvfsa............................................................................................................63 6. 6.0. 0.66 66 Ab Abof ofggfd fdaa `a axp axper ertf tfch chók ók..............................................................................60 6. 6.0. 0.6? 6? Cf Cfrf rfct ctar arâs âsth thcf cfss `ag `ag A Abo bofg fgfd fdaa.......................................................................60 6.0. 6. 0.63 63 Ak Akvf vfsa sa y abo abofg fgfda fda aabp bpga gaf`e f`e pf pfrf rf axp axpert ertfc fchó hók k....... .............. ............... ...........................61 ...................61 HH. FKÆGHSHS @ @A AG A AK KPE_KE..................................................................................61 ?. ?.66 Fkæ kægh ghsh shss ` `ag ag Fb Fboh ohak akta ta Axta Axtark rkee............................................................................61 ?. ?.6. 6.66 Fk Fkæg æghs hshs hs `a `agg b bar arcf cf`e `e f khv khvag ag hkta hktark rkfc fche hekf kfgg.................................................61 ?. ?.6. 6.?? Fk Fkæg æghs hshs hs ` `aa gfs gfs HHbp bper ertf tfch chek ekas as B Buk uk`h `hfg fgas as ` `aa ‗‗^‒ ^‒.......................................69 ?. ?.6. 6.33 Fk Fkæg æghs hshs hs ` `aa gfs gfs A Axp xper ertf tfch chek ekas as Buk Buk`h `hfg fgas as ` `aa ‗^ ‗^‒‒.......................................6< ?. ?.?? Fkæ kægh ghsh shss `a ggff Hk Hk`u `ust strh rhf/ f/ab abpr pras asff.........................................................................6> ?. ?.?. ?.66 CHHQ HHQ (N (Nfc fcar ar gf ce ceks ksug ugtf tf ak SQ SQK KFP FP))...........................................................6> ?. ?.?. ?.?? Fkæ kægghshs shs ` `aa gfs Iu Iuar arzf zfss `a Ze Zert rtar ar.................................................................?6 ?. ?.33 Fkæ kægh ghsh shss ` `ag ag Fb Fboh ohak akta ta Hkta Hktark rkee.............................................................................?? ?. ?.3. 3.66 Fk Fkæg æghs hshs hs `a `agg Ba Barc rcf` f`ee f Khva Khvagg Kfch Kfchek ekfg fg........................................................?? ?. ?.3. 3.?? Fk Fkæg æghs hshs hs `a gf Ce Cebp bpat atak akch chff f Khv Khvag ag Kfch Kfchek ekfg fg..............................................?? ?.3. ?. 3.33 Fk Fkæg æghs hshs hs `a gf gfss Hbp Hbper ertfc tfche heka kass buk` buk`hf hfga gass ` `aa ‗^‒ ‗^‒ `a Zarô Zarô.........................?3 ?.3.0 Fkæghshs `a gfs Axpertfchekas parufkfs `a ‗^‒ f khvag buk`hfg..............?3 ?.3. ?. 3.11

Fk Fkæg æghs hshs hs `a gf gfss A Axp xper ertfc tfche hekas kas par paruf ufkf kfss ` `aa ‗^‒ ‗^‒ fg pfâ pfâss ‗^‒ ‗^‒.....................?3

 

ZGFK @A BF_MAPHKL HKPA_KFCHEKFG

3

?.3.9 Fkæghshs hktarke `a gf abprasf ‗^‒.............................................................?0 ?. ?.00 Cekc Cekcgu gush shók ók `a `agg Fk Fkæg æghs hshs hs `ag `ag Ak Akte terk rkee...................................................................?1 ?.0.6 Bftrhz I IE E@F.................................................................................................?1 HHH. HH. FKÆGHS HSHS HS @A B BA A_CF@E....................................................................................?9 3.6 Astu`he `a Barcf`e..............................................................................................?9 3.?? Fkæg 3. Fkæghs hshs hs `a F Ftrf trfcth cthvh vh`f` `f` `a `a Bar Barcf cf`es `es Hkta Hktark rkfc fche hekf kfga gass (3 pfh pfhsas sas))...................?9 3. 3.33 Sag Sagacch acchók ók `ag `ag pf pfâs âs `a @a @ast sthhke...............................................................................?< 3. 3.00 Fkæ kægh ghsh shss `ag `ag Zf Zfââs `a @a @ast sthhke.................................................................................?< f) Akterke acekóbhce..................................................................................................?< o) Akterke ihkfkchare...................................................................................................?> c) Akterke cugturfg.......................................................................................................?8 `) Akterke pegâthce........................................................................................................3: a) Akterke galfg.............................................................................................................3: i) Akterke laelræihce...................................................................................................36 l) Akterke `abelræihce...............................................................................................36 n) Akterke tackególhce.................................................................................................36 h) Akterke kfturfg.........................................................................................................3? 3.0 Fkæghshs `a gf cebpatakchf...................................................................................33 f) Fkæghshs `a gf cebpatakchf axtarkf.........................................................................33 o) Fkæghshs `a gf cebpatakchf hktarkf.........................................................................30 3.9 Asthb thbfchók `a ggff ` `aabfk`f `f....................................................................................31 3. HY.. ZGFKA HY GFKAFB FBHA HAKP KPE EA ASP SP_F _FPÈ PÈLH LHCE CE....................................................................38 0. 0.66 Astru struct ctur urff `ag `ag Zg Zgfk fk As Astr trft ftèl èlhc hcee..........................................................................38 0.6.6 Gf Yhshók........................................................................................................38 0.6.? Gf Bhshók.......................................................................................................38 0.6.3 Eodathves Ast Astrftèlhces..................................................................................0: 0. 0.?? Zegâ Zegâth thcf cfss y Yf Yfge gera rass Ab Abpr pras asfr frhf hfga gass.......................................................................0: Y. ASP_QCPQ_F @A GF ABZ_ASF......................................................................06 1.6 Erlfk fkhhzfc fchhók `a `a ggff A Ab bprasf...............................................................................06

 

ZGFK @A BF_MAPHKL HKPA_KFCHEKFG

0

1. 1.6. 6.66 @hsa @hsaöe öe `a gf Astr Astruc uctu turf rf Erlf Erlfkh khzf zfch chek ekfg fg.....................................................06 1.6.? Ag E Errlfkhlrfbf.............................................................................................09 YH. ZGFK @A BF_MAPHKL........................................................................................09 9.6 @aihkhchók ` `aa b baarcf`e..........................................................................................09 9.6.6 Barcf`e Petfg...............................................................................................09 9.6.? Barcf`e Zetakchfg.........................................................................................09 9.6.3 Barcf`e Eo Eodathve.........................................................................................0< 9.? Salbaktf tfcchók ` `aag B Baarcf`e..................................................................................0< 9. 9.33 Zesh eshchek chekfb fbha hakt ktee ` `ag ag Zr Zre` e`uc ucte te.............................................................................0< 9.00 Astfo 9. Astfoga gach chbh bhak akte te `a gf gf Astrf Astrfta talh lhff Cebpat Cebpatht hthv hvff ak Bf Bfrma rmath thkl kl...........................0> 9.1 Bazcgf `a Bfrmathkl............................................................................................1: f) Zre Zre`uc `ucte te (`as (`ascrh crhpch pchók ók `ag pre` pre`ucte ucte,, ftrhou ftrhoutes tes `ag pre pre`uc `ucte, te, cgf cgfshi shihcf hcfchó chók k frfkcagfrhf, `hsaöe `ag pre`ucte, etres).....................................................................1: o) Zrache.........................................................................................................................16 c) Zrebechók.................................................................................................................13 `) @hstrhouchók..............................................................................................................11 9. 9.99 Fkæ kægh ghsh shss ` `aa la lasthó sthók k axp axper ertf tf`e `erf rf..........................................................................19 f) Cestes `a axpertfchók..............................................................................................19 o) Be`fgh`f`as `a pfle hktarkfchekfg........................................................................1< c) Cek`hchekas `a pfle.................................................................................................1< `) Ba`hes `a pfle.........................................................................................................1> 9. Ofrrarfs ke frfkcagfrhfs e cufghtfthvfs......................................................................1> _alugfchekas `a athquatf`e..........................................................................................9: _alugfchekas sfkhtfrhfs................................................................................................9? _alugfchekas `a akvfsa y abofgfda .............................................................................93 Kerbfs `a cfgh`f`........................................................................................................90 _alugfchekas `a texhch`f`............................................................................................91 _alugfchekas acególhcfs...............................................................................................9< _alugfchekas y kerbfs fbohaktfgas...........................................................................9< Kerbfs HSE `a Athquatf`e Fbohaktfg.......................................................................9> Bfrcf`e `a pfâs `a erhlak...........................................................................................98 YHH. YH H. ZG ZGFK FK @A EZ EZA_ A_FC FCHE HEKA KAS S....................................................................................

 prekósthces y supeka ukf bfrcf`f rfgakthzfchók cek raspacte fg fvfkca `ag ZHO `ag ?,6 % ak ag ôgthbe trhbastra `a ?:69.  Iuakta44 @hfrhe Hkieofa  Iuakta Hkieofa

o)Akterke Ihkfkchare Astf`es Qkh`es pesaa gf prhbarf acekebâf `ag buk`e, `agfkta `a Cnhkf, y astæ rachèk abarlhak`e `a su paer racashók `as`a ges föes 683:. Lrfchfs f uk pgfk `a astâbuge prasupuastfrhe y bekatfrhe `a gfrle fgcfkca, gf acekebâf sa nf racuparf`e y ag crachbhakte sa agavó f ?,9% `ag ZHO ak ?:61, asthbugf`e per ag ceksube prhvf`e, gfs  ofdfs tfsfs `a hktarès y ag `hkfbhsbe `a gf crafchók `a abpgaes. Gf fcthvh`f` sa rfgakthzó ak ?:69 (6,9%), `aoh`e f ukf ofdf `a gf hkvarshók y ag ceksube. Sa asparf uk rapukta ak ?:6< (?,?%), pare ag fgcfkca `a gf fcagarfchók `apak`aræ `a gf cra`hohgh`f` `ag prelrfbf acekóbhce `ag kuave prash`akta @ekfg` Prubp. Iuakta4 Sfktfk`ar  Ag föe ?:69 astuve bfrcf`e per ukf cfbpföf prash`akchfg shk  praca`aktas, ak qua sa firektfrek fir ektfrek gf cfk`h`ftf `abócrftf Nhggfry Cghktek y ag rapuoghcfke @ekfg` Prubp. Serprashvfbakta, asta ôgthbe lfkó gfs agacchekas, trfs ukf cfbpföf akiecf`f ak ftfquas f gfs èghtas, gf hkbhlrfchók y ag ghora cebarche. Qkf `a gfs cfrfctarâsthcfs asakchfgas `ag prelrfbf `ag prash`akta Prubp as su `asae `a raierzfr ag pretacchekhsbe y `asnfcar ag galf`e pegâthce `a Ofrfcm Eofbf. Gf prhbarf raierbf cekcharka dustfbakta fg Eofbf cfra, qua parbhthó ra`uchr f gf bhtf` ag kôbare `a fbarhcfkes shk

 

ZGFK @A BF_MAPHKL HKPA_KFCHEKFG

?8

salurh`f` sechfg. Fukqua gf shtufchók qua nara`f @. Prubp astæ buy gades `a gf qua firektó Eofbf ak ?::> (crhshs `a gfs nhpetacfs suoprhba), fuk fsâ Astf`es Qkh`es `aoa firektfr kubareses `asfiâes. Gf `au`f pôoghcf shlua shak`e agavf`f (carcf `a 6:>% `ag ZHO) y saluhræ crachak`e. Gf fprachfchók `ag `ógfr y ag `èohg crachbhakte `a gfs acekebâfs aurepafs y dfpekasf fiactfk f gfs axpertfchekas, ge qua fghbaktf uk `èihcht `a cuaktf cerrhakta cf`f vaz bfyer. Ag `èihcht  prasupuastfrhe seorapfsf 0% `ag ZHO, ZH O, y `aoharf fnek`frsa sh @. Prubp fpghcf sus prebasfs `a cfbpföf (ra`ucchók `a hbpuastes a hkvarshekas bfshvfs). Ak uk cektaxte `a ralrase `a gf hkigfchók, ag  ofkce caktrfg fbarhcfke presaluhræ shk s hk abofrle cek sus ba`h`fs `a cektrfcchók `a gf pegâthcf bekatfrhf.  Iuakta44 Sfktfk`ar   Iuakta Sfktfk`ar 

c)Akterke c) Akterke Cugt Cugturfg urfg Astf`es Qkh`es as uke `a ges pfâsas cek bfyer `hvarsh`f` `ag buk`e, `as`a su laelrfiâf nfstf gf cebpeshchók `abelræihcf= as hbpeshoga nfogfr `a ukf cfrfctarâsthcf ôkhcf ak asta ascakfrhe `a rhquazf laelræihcf, rfchfg, ètkhcf y cugturfg. Ag igude `a hkbhlrfktas, qua preca`ak `a gfs bæs fpfrtf`fs ralhekas `ag pgfkatf e `a gfs kfchekas ghbâtreias, nf sh`e cekthkue y cekstfkta `as`a nfca 61: föes. Zer adabpge, ak ?:63 vhvâfk fgra`a`er `a 06,3 bhggekas `a hkbhlrfktas ak Astf`es Qkh`es, ge qua raprasaktfof uk 63% `a gf peogfchók tetfg. Sh sa thakak ak cuaktf ges nhdes `a

 

ZGFK @A BF_MAPHKL HKPA_KFCHEKFG

3:

hkbhlrfktas kfch`es ak Astf`es Qkh`es -ges ggfbf`es hkbhlrfktas `a saluk`f lakarfchók- gf chirf fgcfkzf ges >: bhggekas, e ge qua as ge bhsbe, uk cufrte `a ges 369 bhggekas `a parsekfs qua vhvak ak ag  pfâs.

`)Akterke Zegâthce Astf`es Qkh`es as ukf _apôoghcf Ceksthtuchekfg, Zrash`akchfg y Ia`arfg (1: Astf`es y ag @hstrhte `a Cegebohf) cek uk shstabf galhsgfthve ohcfbarfg= Sakf`e (6::), y Cæbfrf `a _aprasaktfktas (031). Ag shstabf `a leoharke as ukf `abecrfchf prash`akchfghstf cek agacchekas prash`akchfgas cf`f 0 föes f gfs qua cekcurrak ges pfrth`es _apuoghcfke y @abócrftf y etres pfrth`es.

a)Akterke a) Akterke Gal Galfg fg Ag erlfkhsbe Ia`arfg Prf`a Cebbhsshek - IPC, f`bhkhstrf ak Astf`es Qkh`es gfs ralugfchekas `a pretacchók `ag ceksubh`er cektrf  præcthcfs cebarchfgas `asgafgas, cekiusfs e aklföesfs, per agge gf hbpertfkchf `a gf ravhshók `a gf Luâf pfrf gf hk`ustrhf `a deyarâf, batfgas pracheses y eriaorarâf qua ak su fpèk`hca ?3.9 `atfggf hkierbfchók ragfthvf f gf deyarâf ak pgftf. Fshbhsbe, astfogacak raquhshtes pfrf gf h`akthihcfchók cerractf `a ges cebpekaktas `a `hcnes frtâcuges, fsâ cebe `a ges precases `a pre`ucchók, hkcguh`es ges cnfpf`es y/e oföes `a batfgas, cek cerraspek`haktas kerbfs `a aspaseras. Zrenâoa ag bfg use ak ag athquatf`e `a irfsas/tèrbhkes sacterhfgas qua ke sa cerraspek`fk cek ag frtâcuge cebarchfghzf`e,

 

ZGFK @A BF_MAPHKL HKPA_KFCHEKFG

36

tfgas cebe fkukche `a cufgh`f`as aspacâihcfs, cebpekaktas y pases ifgses y/e aklföeses.

i) Akterke Laelræ Laelræihce ihce Gf bfyer pfrta `ag pfâs sa uohcf ak ag caktre `a Fbèrhcf `ag Kerta `ek`a sa akcuaktrfk sus 0> astf`es cekthlues y \fsnhkltek @.C.-, aktra ges ecèfkes Zfcâihce y ag Ftgækthce, ghbhtfk`e cek Cfkf`æ fg kerta y cek Bèxhce fg sur. Ag astf`e `a Fgfsmf astæ ak ag kereasta `ag cekthkakta, ghbhtfk`e cek Cfkf`æ fg asta y sapfrf`e `a _ushf fg easta  per ag Astracne `a Oarhkl. Ag astf`e `a Nfwæh as uk frcnhphègfle f rcnhphègfle  peghkashe ak ba`he `ag Ecèfke Zfcâihce y as ag ôkhce astf`e astf`eukh`aksa qua ke sa akcuaktrf ak Fbèrhcf. Ag pfâs tfbohèk  pesaa vfrhes tarrhterhes ak ag Bfr Cfrhoa y ak ag Ecèfke Zfcâihce. Hkcguyak`e tarrhterhes y fluf tetfghzfk 8.>?9.96 (ast.?:69).  Iuakta44 CHF. Pna \erg`  Iuakta \erg` Ifctoeem. Ifctoeem.

n)Akterke Packególhce

 

ZGFK @A BF_MAPHKL HKPA_KFCHEKFG

3?

  Ak gf fctufgh`f`, Astf`es Qkh`es axparhbaktf ukf cebpgadf trfkshchók `a ukf astructurf chaktâihcf y tackególhcf ofsf`f ak ges racurses kfturfgas y gfs hk`ustrhfs `a pre`ucchók ak bfsf. Kuavf Xerm bfkthaka uk fcapt fcaptfoga foga khvag ak gf ascfgf hktarkfchekfg `a hkkevfchók tackególhcf, ag cfbohe tackególhce as uk ifcter cgfva ak ag `asfrregge acekóbhce y gf astructurfchók `ag pe`ar pegâthce hktarkfchekfg.

h) Akte Akterke rke Kfturf Kfturfgg Gf `hvarsh`f` tfbohèk sa raigadf ak gf laelrfiâf y ag cghbf. Sa akcuaktrfk pfhsfdas tfk `hspfras cebe Fgfsmf, ag `asharte `a Frhzekf, gfs cftfrftfs `ag Khælfrf ak gf irektarf cek Cfkf`æ, gfs pgfyfs `a Cfghierkhf, ges cfbpes `a bfâz `ag Bh`wast e gfs chu`f`as bæs cesbepeghtfs `ag pgfkatf.   Cf`f rhkcók `a Astf`es Qkh`es as ôkhce, y aste sa raigadf ak gfs cestuboras `a sus nfohtfktas. As uke `a ges pfâsas cek bæs ihastfs gecfgas y trf`hchekas qua pe`abes akcektrfr fgra`a`er `ag buk`e. F khvag astftfg gf bæs hbpertfkta as ag `âf `a Fcchók `a Lrfchfs, qua sa cagaorf ag ôgthbe duavas `ag bas `a kevhabora y thaka su erhlak ak trf`hchekas foerâlakas y aurepafs qua cagaorfofk ag ihkfg `a gfs cesacnfs y flrf`acâfk ges ouakes rasugtf`es. Fctufgbakta, sa suaga cekbaberfr cek uk ofkquata cek ifbhghfras y fbhles.

3.0

Fkæghshs `a gf cebpatakchf

 

ZGFK @A BF_MAPHKL HKPA_KFCHEKFG

33

f) Fkæghshs `a gf cebpatakchf axtarkf   Ag barcf`e hktarkfchekfg `a deyarâf as buy vfgerf`e fctufgbakta, ges prhkchpfgas pfâsas axpertf`eras `a deyarâf f Astf`es Qkh`es sek Cnhkf, Htfghf, Aspföf= y gfs prhkchpfgas abprasfs qua axpertfk pre`uctes hlufgas e shbhgfras sek gfs shluhaktas4

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o) Fkæghshs `a gf cebpatakchf hktarkf   Ag Zarô as uk pfâs cfrfctarhzf`e per sar bhkare= shk abofrle, abofrle, su rate fnerf as cekvarthr ases batfgas pracheses cebe ag ere y gf  pgftf ak pre`uctes cek vfger flralf`e cebe gf deyarâf ihkf. Cfoa prachsfr qua salôk gf Fsechfchók `a Axpertf`eras (F`ax) ak ?:66, gfs axpertfchekas bhkarfs parufkfs suparfrek ges QS$?< bhg bhggekas, pare ges akvâes `a deyfs fpakfs fgcfkzfrek ges QS$0