HELADO DE PALTA.docx

7/24/2019 HELADO DE PALTA.docx

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UNIVERSIDAD NACIONALMICAELA BASTIDAS DE

APURIMAC

FACULTAD DE ADMINISTRACINEscuela acadmico po!esio"al de

admi"is#aci$" de empesas%

SIGN TUR :

Fundamentos de Marketing

DOCENTE : Lic Si!"ia LO#E$ I% &E'

INTEGRANTES:

ATANACIO $ANA%RIA( Ra)na AGUILAR SANC*E$( +aid) Meri!!a

*URTADO A,-UI#A( Ei!een +enni.er

TIRADO FLORES (/ar!a

0ALEN$UELA %ATALLANOS( Li' Mer)

SEMESTRE : 0

% NC ,1 #URIM C

2342

Po&ec#o '(elado de


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Paa #odas a)uellas peso"as )ue d*a ad*a da" lo me+o de si co" el pop$si#ode lo,a sus o-+e#i.os/


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INDICE

I. DATOS GENERALES.............................................................................8

1.1. RAZN SOCIAL:.............................................................................8Empresa Heladera Merigie S.R.L.............................................................8

1.!. ACTI"IDAD COMERCIAL:................................................................8

1.#. NOM$RE DEL %ROD&CTO:.............................................................8

1.'. ESLOGAN:......................................................................................8

Al me+o es#ilo "a#ual0.....................................................................8

1.(. LOGO DE LA EM%RESA:.................................................................9

1.). MARCA DEL %ROD&CTO:................................................................9

1.*. EM%A+&E DEL %ROD&CTO:............................................................9

1.,. ORGANIGRAMA............................................................................10

II. %LAN ESTRATEGICO...........................................................................12

!.1. MISIN.........................................................................................12

!.!. "ISIN..........................................................................................12

!.#. O$-ETI"OS.................................................................................. 12

!.#.1. O/e0i2s Es0ra03gi42s:...........................................................12

!.#.!. O/e0i2s T540i42s:.................................................................13!.#.#. O/e0i2s Opera4i26ales:........................................................13

!.'. ANALISIS DEL ENTORNO.............................................................14

!.'.1. INTERNAS..............................................................................14

!.'.1. E7TERNAS.............................................................................14

III. MARCO TEORICO............................................................................16

#.1. DESCRI%CION DE LAS MATERIAS %RIMAS....................................16

#.1.1. LA %ALTA...............................................................................16

#.1.1.'. &SOS GASTRONOMICO 8 MEDICINALES.............................19

#.1.!. LA LECHE..............................................................................23

#.1.#. COCO.....................................................................................43

I". SEGMENTACION DE MERCADO........................................................52

'.1. SEGMENTACION DE MERCADO:...................................................52

4.1.1. SEGMENTACIN GEOGRFICA:..............................................52

4.1.2. SEGMENTACIN DEMOGRFICA:............................................52

4.1.3. SEGMENTACIN PSICOGRFICA:...........................................534.1.4. SEGMENTACIN POR COMPORTAMIENTO:.............................53


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'.!. %ROCESO DE SEGMENTACION DE MERCADO:..............................53

'.!.1. EST&DIO................................................................................53

'.!.!. ANALISIS...............................................................................54

'.!.#. %RE%ARACION DE %ER9ILES..................................................54

'.!.'. $ASES %ARA SEGMENTAR LOS MERCADOS:.........................54

'.#.SEGMENTACION DE MERCADO DE CONS&MIDORES:...................55

". MARETING MI7..............................................................................58

(.1. %ROD&CTO:..............................................................................58

(.1.1. NI"EL DE %ROD&CTO:............................................................58

(.1.!. CLASI9ICACION:....................................................................58

(.1.#. SIGNI9ICACIN DEL %ROD&CTO:...........................................61

(.1.'. IM%ORTANCIA DE LA INNO"ACIN DEL %ROD&CTO:..............61(.1.(. %RINCI%ALES ETA%AS DEL %ROCESO DE DESARROLLO DE...61

N&E"OS %ROD&CTOS:.......................................................................61

(.!. IDENTI9ICACION DE LOS COSTOS................................................62

(.!.1. C2s02s................................................................................... 62

(.!.!. Gas02s................................................................................... 63

(.!.#. C2s02s................................................................................... 63

(.!.'. 9i/2s.......................................................................................63

(.!.(. C2s02s ariales.....................................................................64

5.2.6. COSTO DE PRODUCCION..........................................................64

5.2.7. Costo u!t"#!o...........................................................................65

5.2.$. Costo %& s'!(!o......................................................................66

5.2.). P#&(!o %& '&t"........................................................................66

5.2.1*. Costo %& %!st#!+u(!,.............................................................66

(.!.11. Es0ad2 de Ga6a64ias ; %3rdidas..........................................67

5.3.%LAZA.........................................................................................671/2/3/ ELEMENTOS.........................................................................68

5.4. %ROMOCION//////////////////////////////////////////////////////////////// 69


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INTRODUCCIN


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-"empresa &s u" &t!%"% #!'"%" /u& "(& &

0" (!u%"% %& A+"(" & &0 "o 2*12 (o 0" !"0!%"% %& %&%!("#s& " 0"

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ut#!(!o"08 0os (u"0&s so (osu!%os %& o#" %!#&(t" o t"+!9

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u&st#os (0!&t&s (oo(" 0" !sto#!"8 usos & !o#"(!, ut#!(!o"08

"%&


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U"i.esidad Nacio"al Micaela Bas#idas de Apu*macE/A/P/ Admi"is#aci$" de Empesas

I. DATOS GENERALES

EMPRESA HELADERA MERGIEK S.R.L

1.1. RAZN SOCIAL:Empresa Heladera Merigie S.R.L

Nu&st#" &s" o#&(& u #o%u(to /u& s& %&s"##o00" " "#t!# %&

!suos (oo 0" "0t" 0" 0&(& &s&(!"0&t&.

Nu&st#" &s" s& 00"" M!&B@ o# 0"s !(!"0&s %& 0" >ut" %&

so(!os8 (oo#"%o o# 5 so(!os /u!&&s #&so%& %& ""

0!!t"%" "t& 0" &s"8 &s %&(!# /u& 0" #&sos"+!0!%"% %& ("%"

so(!o s& 0!!t" " 0"s "o#t"(!o&s /u& #&"0!" %u#"t& &0

u(!o"!&to %& 0" &s"8 o# &00o 0" %&o!"(!, S.R.-.

1.!. ACTI"IDAD COMERCIAL:

%r2d@402ra de Helad2s de %al0a ; s@s ariedades

P#o%u(!os &0"%o %& "0t" o#/u& &s u #o%u(to /u& t!&& u"

'"#!&%"% %& +&&!(!os "#" &0 (osuo u"o "%&


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1.). MARCA DEL %ROD&CTO:

1.*. EM%A+&E DEL %ROD&CTO:

1.,.

ORGANIGRAMA

Control

de

Gerente de

R.H.

Gerente de

Financiera

Gerente de

Operacin

Gerente de

venta

Gerente de

!rod"ccin

Gerente General

#"nta de General de$ocio

#"nta de General de$ocio


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DESCRI%CION DE %&ESTOS:

P"#" %"#0& u" !t#&t"(!, (o##&(t" "0 o#"!#"" "t!o#8 s& %&s(#!+& 0o o#"s & 0" 0"t"8 '&0"#

o# /u& 0"s #&0"(!o&s o+#o "t#o"0 s& "t&" %&t#o %& 0os(o'&!os +!0"t"0&s sus(#!tos.

Gere60e Bi6a64ier2:Es /u!& s& &("#" %& %!#!!# to%"s 0"s "(t!'!%"%&s

"%!!st#"t!'"s8 !"(!"s8 sust&t"%o 0os #o&(tos %& !'s!,8!"(!"!&to o"(!,.

Gere60e de e60as:S& &("#" %& o#"!"# to%o &0 #o(&so %& "#@&t! 8

0" "" %& /u& &0 #o%u(to '" !#&s"# "0 ("%o8 (u"0&s so sus'&t">"s8 (u" (o&t!t!'o &s 8 su ("0!%"% 8 &t(.

Gere60e de 2pera4i26es: S& &("#" 0" "" & /u& %&+& &st"#0"!!("%o8 o#"!"%o (oo#%!"%o to%"s 0"s o#"s %& "%/u!s!(!, %&

Gerente General

Gerente de

R.H.

Gerente de

Financiera

Gerente de

Operacin

Gerente de

venta

Gerente de

!rod"ccin

$e%"rid

ad

Co'pr

a

Contad

or

(ercade

o

Control

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(anteni

'iento

)o%*tica

+itri,"cio &n-or'aciCoto

ode%a/ranport

Cocina(ecla

',aa


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!suos8 "/u!"s "t!" #!" "#" 0" &0"+o#"(!, "%&(u"%" %&0#o%u(to 0" "t&(!, %& 0"s !s"s

Gere60e de Re4@rs2s H@ma62s: S& &("#" %& %!#!!# (ot#o0"#8 &0

so"0 0" s&u#!%"% /u& s& +#!%"#" " 0os !&+#os %& 0" o#"!"(!,.

II. %LAN ESTRATEGICO.!.1. MISIN

Soos u" &s" #o%u(to#" (o(!"0!"%o#" %& &0"%os"tu#"0&s (o u "0to '"0o# ut#!t!'o8 +"s


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0" !o'"(!, ("0!%"% %& u&st#os #o%u(tos8 0o /u& os !t&

+#!%"# &0 &>o# s'!(!o8 su"%o 0"s &&(t"t!'"s %& u&st#os

(0!&t&s8 & (u"to " #&(!os >ustos #o%u(tos %& ("0!%"%.

Fo&t"os &0 %&s"##o00o +!&&st"# t"to !%!'!%u"0 (o0&(t!'o %&

to%os u&st#os &0&"%os8 " t#"'9s %& 0" (""(!t"(!, ot!'"(!,

(ot!u".

!.!. "ISIN

A0 2*16 soos u" &s" (o&t!t!'" " !'&0 #&!o"0 "(!o"08

0% & &0 s&(to# %& &0"%os "tu#"0&s8 #&(oo(!%" o# 0" ("0!%"% %&

u&st#os #o%u(tos8 " t#"'9s %& 0" !o'"(!,8 o# u&st#"s&s!+!0!%"% so(!"08 %&s"##o00o#

("0!%"% &>o#"#0os (o &0 "so %& 0os "os 0" &!&(!". Au&t"# 0" "#t!(!"(!, %& ("%o %& &0"%os %& "0t"8

os!(!o"%o u&st#" "#(" & 0os (osu!%o#&s "(tu"0&s

ot&(!"0&s.

A0(""# u "o# os!(!o"!&to & &0 ("%o #&!o"0

"(!o"0 o+t&!&%o (ot#"tos (o &s"s "o#!st"s &o#!st"s.

!.#.!. O/e0i2s T540i42s:

M"t& &0 0!%"o & 0" !o'"(!, "#" &0 0o#o %&

#&su0t"%os (ot!uos #&t"%o#&s "#" u&st#" &s".


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S"t!s"( (ot!u"&t& %& "" &!(" " (0!&t&s

(osu!%o#&s (o u #o%u(to %& 0" "%o#&s %&t#o %&0 #o(&so %&

#o%u((!, " /u& (o 0"s !#"s %&0 "'"(& #o#&so %&

u&st#" &s" &st" s< u &0&&to !%!s&s"+0&.

I(#&&t"# &0 (oo(!!&to %& 0" "#(" %& u&st#o #o%u(to

%&t#o %&0 ("%o #&!o"0.

A%/u!#!# 0"s (t!!("(!o&s &(&s"#!"s %& 0os &sto# ("0!%"%. P#&s&t"# 0os +&&!(!os %&0 #o%u(to /u& &>o# s"t!s"(& su

&(&s!%"%. As&so#"# " u&st#os #o!os &0&"%os "#" "s 00&'"# u" +u&"

#&t"+!0!%"% u" +u&" #&0"(!, (o 0os (o"os %& t#"+">o (oo

0os (0!&t&s. #!%"# " (0!&t&s "!os u s'!(!o (o#%!"0 ""+0&.

!.'. ANALISIS DEL ENTORNO

!.'.1. INTERNAS

9ORTALEZAS DE$ILIDADES

A0to !'&0 %& (o&t!t!'!%"% Est"# (ost!tu!%" (oo#& " 0& T&&os 0os #&(u#sos !"(!os

&(&s"#!os. T&&os 0" t&(o0o" "%&(u"%" "

T&&os u" %9+!0 !"& & &0

("%o %&+!%o " /u& soos u"

&s" u&'" F"0t" %& !%&t!!("(!, (o 0"


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0os #o%u(tos /u& "+#!("os T&&os &0 so"0 !%,&o8

"0t"&t& (""(!t"%o & ("%" u&sto

%& 0" &s". P#o%u(to "tu#"0 (o u "0to '"0o#

ut#!(!o"0. E#&s" >o'& & !o'"%o# (o u"

&st#u(tu#" 0&!+0&8 "%"t"+0& " 0"s

u&'"s t&%&(!"s. u& "+!&t& o#"!"(!o"0

"#o!oso t#"+">o & &/u!o.

C"0!%"% tot"0 %&0 #o%u(to (o u"

#&s&t"(!, ;!(" "ut9t!(".

&s" o# "#t& %& 0os &0&"%os

" /u& o 0& o#&(&os +&&!(!os !

s&u#os "0tos (ostos %& #o%u((!, #&(u#sos u"os s! (""(!t"(!, "0t" %& (ot#o0 !to #&s&(!" %& (o0!(tos

!tso"0&s

!.'.1. E7TERNAS

O%ORT&NIDADES AMENAZAS

D&s"##o00o %& u&'os ("%os 0"

os!+!0!%"% %& "+#!# u&'os 0o("0&s %&

%!st#!+u(!, (o &00o &0 !(#&&to &u&st#os (0!&t&s.

D"s &st!'os "#" &0 &st"+0&(!!&to

%& #oo(!o&s "u&t"# &0

'o0u& %& '&t"s.

Pos!+!0!%"% %& &o#t"(!, "(

(oo(!%o &0 #o%u(tos " !'&0 0o("08

"(!o"0 & !t"(!o"0.

M("%o & (#&(!!&to.

Po%&os %&s"##o00"# u&'os

#o%u(tos o &>o#"# 0os "(tu"0&s "#"

"t&% &(&s!%"%&s %& 0os (0!&t&s

M("%o %& 0!+#& (o(!o8 t&&os

os!+!0!%"%&s %& &o#t"(!,

Its %& 0os (osu!%o#&s o#

#o%u(tos o#


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III. MARCO TEORICO#.1. DESCRI%CION DE LAS MATERIAS %RIMAS.

#.1.1.LA %ALTA

#.1.1.1. ETIMOLOGIA:-" "0"+#" "u"("t& '!&& %&0 o&s 0us,oos.1H
http://es.wikipedia.org/wiki/N%C3%A1huatlhttp://es.wikipedia.org/wiki/Pr%C3%A9stamo_l%C3%A9xicohttp://es.wikipedia.org/wiki/Nahuatlismohttp://es.wikipedia.org/wiki/Guacamolehttp://es.wikipedia.org/wiki/M%C3%A9xicohttp://es.wikipedia.org/wiki/Estados_Unidoshttp://es.wikipedia.org/wiki/Centroam%C3%A9ricahttp://es.wikipedia.org/wiki/Centroam%C3%A9ricahttp://es.wikipedia.org/wiki/El_Caribehttp://es.wikipedia.org/wiki/El_Caribehttp://es.wikipedia.org/wiki/Espa%C3%B1ahttp://es.wikipedia.org/wiki/Persea_americana#cite_note-0http://es.wikipedia.org/wiki/N%C3%A1huatlhttp://es.wikipedia.org/wiki/Pr%C3%A9stamo_l%C3%A9xicohttp://es.wikipedia.org/wiki/Nahuatlismohttp://es.wikipedia.org/wiki/Guacamolehttp://es.wikipedia.org/wiki/M%C3%A9xicohttp://es.wikipedia.org/wiki/Estados_Unidoshttp://es.wikipedia.org/wiki/Centroam%C3%A9ricahttp://es.wikipedia.org/wiki/El_Caribehttp://es.wikipedia.org/wiki/El_Caribehttp://es.wikipedia.org/wiki/Espa%C3%B1ahttp://es.wikipedia.org/wiki/Persea_americana#cite_note-0


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A su '&8 0" "0"+#""0t" #o'!&& %&0 /u&(u"8 &s &0

o+#& (o &0 /u& s& (oo(& " u" &t!" "!%!"8 0os

P"0t"s8 /u& "+!t, & 0" #o'!(!" %& -o>" =E(u"%o#? "0

o#t& %& P. P#o+"+0&&t& s&" &st" #&!, &0 0u"#

%&s(#!to (oo 0" P#o'!(!" %& P"0t" o# G"#(!0"so %& 0"

&" & sus Co&t"#!os R&"0&s %& 0os I("s %& 16*58

(o/u!st"%" o# Tu"( I(" Ju"/u! %u#"t& su "#("

" 0" (o/u!st" %& 0" #o'!(!" %& C"#!. A"#&t&&t& &st&

&s &0 o#!& %&0 o+#& (o /u& 0os I("s +"ut!"#o "0

#uto %& 0" s&" t#"%o %& 0" o" o#t& %& su !!o

t"+!9 &0 t!&o "#o!"%o & /u& &0


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%& A9#!("8 0" &s&(!& s& %!s&!, " ot#os 0u"#&s %&0

u%o.1

At&s %& 0" 00&"%" %& 0os &u#o&oss& (u0t!'"+" %&s%& &0

#o #"'o=o#t& %& M9!(o? "st" Gu"t&"0".

#.1.1.#. "ARIEDADESD& 0os (#u(&s &t#& '"#!&%"%&s %& 0"s t#&s #""s

&(!o"%"s8 s& t!&&


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"? Hass =u"t&"0t&(" M&!(""? Es u" '"#!&%"%

0o#"%"& &0 &st"%o %& C"0!o#!". Sus #utos so

%& o#" o'"0 !#!o#&8

t""o &%!"o =2** "3**

#.?8 &(&0&t& ("0!%"%. -"

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&t#& 1$ 26K.

4 Naal=#"" Gu"t&"0t&("? E0 #uto &s #&%o%o8

t""o &%!"o (o u &so " 0" "%u#&

/u& '" %& 0os 45* " 55* #s. -"

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"tu#"08 '!t"!" C8 '!t"!"s %&0 (o0&>o 0"

'!t"!" A?L !+#" so0u+0& =#&%u(& 0" "+so#(!, %&

(o0&sto0?L !%#"tos %& ("#+oo.

+? P#&s&t" #o!&%"%&s +&&!(!os"s & 0" s"0u%L &0

"0to (ot&!%o %& "(&!t& os&& %os '&(&s "%o %&

#utos8 &sto su&0& o(u##!# & Is#"&0 ot#os "s&s.E0 "0to #&/u!& %& u" "%&(u"%" 0u!os!%"% "#"0o#"# u" "#o!"%" %!&(!"(!, 0o#"0 "#"&st!u0"# 0" "(t!'!%"% %&0os "&t&s o0!!"%o#&s. U"#"%!"(!, ut& & !t&s" o("s!o" &0 /u&"%o %& 0"su!(!& %& 0os #utos8 s!&%o &0 %"o "o# &0"t"s (o %&!(!&(!"s ut#!(!o"0&s8 &s&(!"0&t& &ot"s!o.

E0 &(&so %& u&%"% %& u "+!&t&8 >u%!(" o#0" #o0!"(!, %& "t,&os & #""s8 t"00os8 o>"s8!0o#&s(&(!"s #utos. E &0 t#,!(o su+t#,!(o s&(o8(o##&so%!&t& " 0" (ost" u""8 &0 "0to #o%u(&s"t!s"(to#!"&t& s! s& %!so& %& "u" "#" &0 #!&o.

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u&%"% &(&s!'" %&0 su&0o

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-"s &!&(!"s /u& t!&& &st& #ut"0 #&s&(to " 0"s(o%!(!o&s %& su&0o "u" s& #&su& &: so(o'&!&t&s su&0os su&0tos8 #"(o "#&osos %&

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#.1.1.). "ALOR N&TRICIONAL 8 &TILIZACIN

-" "0t" &s 0"


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A0t" (o(&t#"(!, %& 0ut&"8 u oto/u!(o

t"+!9 (oo(!%o (oo ("#ot&o!%& /u& #ot&&

(ot#" &&%"%&s %& 0" '!st"8 (oo 0"

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(, &'!%&(!" %&

t#&s t!os %& ""%o Q (o (uos8 s! (uos >o#o+"%o Q &

2Por Jos F. Molina FernndezLa Industria Lechera en Puerto Rico, 2001


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0" /u& t"+!9 %"+" !o#"(!, %& 0os #o%u(tos 0


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Desde el p@602 de is0a legal8 &0 !!st!o %& S"0u% &%!"t&

%&(#&to 2437 %&0 "osto %& 1)$38 s&; &0 "#t(u0o 2 %&0

("!tu0o18 %&!& /u& 0" 0" 0&(& &s &0 #o%u(to %& 0" s&(#&(!,

o#"0 %& 0" 0&" " 0" &'o0u(!, "tu#"08 & 0" /u& 0" (u0tu#" o0%&"#< 0os


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utu#os ("+!os &9t!(os %& 0os o#"!sos %& su &to#o8

(oo %& s !so.-&(&s ut!0!"%"s & 0" "0!&t"(!, %&s%& t!&os "(&st#"0&s

so 0"s 0&(&s %& o'&>"8 ("+#" '"("L s!&%o 0"s %& +u##"8

&u"8 #&o ("&00o 0"s &os #&0&'"t&s.-" (oos!(!, %& 0" 0&(& '"#" (o 0" &s&(!&8 #""8 t!o %&

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%&0 "o &0 ;o %& o#%&os: & &0 s!u!&t& (u"%#o.

C&ADRONF *TIT&LO: C2mp2si4i6 +@mi4a de la Le4


26/69

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C&ADRONF ,TIT&LO: C2mp2si4i6 +@mi4a de la Le4


27/69

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C&ADRONF TIT&LO: Re@isi02s 9si42s ; +@mi42s de la Le4


28/69

24


+o'!"8 0" "8 s& " !%&t!!("%o


29/69

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E6imas: -" 0&(& (ot!&& %!'s"s &!"s8 &t#& &00"s:

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%& %& t&"tu#"8 %& o%o /u& u" &0&'"(!, %& 9st"

"(& /u& s& !"(t!'& #


30/69

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o!&"%" 0!+"%o o&o o0&(u0"# o "(!&t&. Sus

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(ot#" %!'s" o#"s %& (


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sos&(osos8 o &0 !t9#'"0o o#"0 %&0 uto %& (o&0"!&to

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32/69

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/u!(os ("#"(tst!(os %& 0" #ot&"8 #"s" 0"(tos". U" (u#'" %&

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"(o%!(!o"%o#".4. S&("# 0"s u+#&s (o to"00"s %& "&0 !%!'!%u"0 %&s&("+0&.

5. Co0o("# 0os &o&s "#o!"%"&t& u !uto %&su9s %&"+ &&"%o 0" #&"#"(!, %& 0" u+#& "#" &'!t"# 0"

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o#%&o.7. R&o' 0"


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&o"s (o u" so0u(!, %&s!&(t"t&8 s& %&+& &s(u##!#

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u&(t"# 0" !&0 %&0 &,.

#.1.!.*. E7%ORTACION DE LA LECHE 9RESCA:

-" 0&(& %& '"(" (ot!&& u" '&!t&" %& #ot&"s. -"

("s&" &s 0"


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C&ADRO NF 11

TITULO5 Pa#icipaci$" de Pi"cipales Especies & Poduc#os

Pecuaios e" el Valo de Poducci$" del Su-sec#o Pecuaio/Peiodo5 e"eo 9 diciem-e :4449:434 p; 6


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FUENTE5!?!reli'inarF"ente +ireccione Re%ionale %raria@ +ireccin de in-or'acin

%raria.la,oracin (initerio de %ric"lt"ra O Anidad de tad*tica

C&ADRO NF 1#

TIT&LO: %ER&: ES%ECIES %EC&ARIAS EN %ROD&CCION SEGNREGION 8 S&$REGION. !1 % &6idades


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FUENTE: PPreli$inar

Fuente' Direcciones Regionales grarias! Direcci"n de in#or$aci"n

graria.

C&ADRO NF 1'

TIT&LO: %ER&: %ROD&CCION DE %RINCI%ALES %ROD&CTOS%EC&ARIOSSEGN REGION 8 S&$REGION. 0


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FUENTE5 !?!reli'inarF"ente +ireccione Re%ionale %raria@ +ireccin de in-or'acin


C&ADRO NF 1(

TIT&LO: %ER&: RENDIMIENTO DE LA %ROD&CCION SEGN REGION 8S&$REGION.!1 % g. @6idad a2


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C&ADRO NF 1)

TIT&LO: %ER&: %ROD&CCION %EC&ARIA %OR MES SEGN%RINCI%ALES %ROD&CTOS. 0!1 %


40/69

24




C&ADRO NU 1*

TIT&LO: %ER&: %O$LACION? SACA? %ROD&CCION? RENDIMIENTO 8%RECIOS AL %ROD&CTOR


41/69

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FUENTE5 PPreli$inarFuente' Direcciones Regionales grarias! Direcci"n de in#or$aci"n graria. 1Precio en chacra de ani$ales en -ie

%la&oraci"n' Ministerio de gricultura ( )%%% ( *nidad de

%stad+stica

#.1.#. COCO

#.1.#.1. HISTORIA DEL COCO


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E0 o+#& (o(o #o'!&& %& 0" " %& 0os %&s(u+#!!&tos8 u&s " 0os

&0o#"%o#&s o#tuu&s&s /u& 0o t#">o " Eu#o" su su!(!&

"##, &0u%" 0&s #&(o#%"+" " 0"s !sto#!"s so+#& &0 Co(o/u& s&

0&s (u&t" & Es"" Po#tu"0 " 0os !os &/u&os "#"

"sust"#0&s.

E0 0u"# %& o#!& %&0 (o(o &s u t&" %!s(ut!%o8 !&t#"s u(os

(os!%" /u& #o'!&& %&As!" %&0 Su#8 (o(#&t"&t& %&0 %&0t" %&0

G"&s8 "0uos %!(& /u& #o'!&& %&0 o#o&st& %& A!(" %&0

Su#. R&!st#os ,s!0&s %& Nu&'" &0"%" !%!(" /u& 0"t"s

s!!0"#&s "st


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44/69

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%& (!t"s '!t"!"s !%#oso0u+0&s %&0 #uo 8 &(&s"#!"s "#" &0

+u& u(!o"!&to %& u&st#o o#"!so.

E0 (o(o &s u #uto u "#o&s &+"#""%"s8 "%#&s 0"(t"t&s so"s

"o#&s.

E0 (osuo &(&s!'o %& "0!&tos #!(os & #"s"s s"tu#"%"s

#o'o(" u "u&to %& 0os !'&0&s %& (o0&sto0 & s"#&

=!(o0&sto0&!"?. S! &+"#o8 &0 (o(o &s u" #ut" /u& & 0"

"o#" %& 0os "s&s !+o"!("oss& (osu& & ("t!%"%&s

u &/u&"s (ot"%"s o("s!o&s8 o# 0o /u& su (osuo &

#&s(o o 0"t&" !; !(o'&!&t& "#" 0" s"0u%8 &s " " /u!&&s t!&& !su!(!&(!" #&"0

#&/u!& %& u" %!&t" (ot#o0"%" & %!(o !"0. S! &+"#o8

/u!&&s to" %!u#9t!(os 0"s so"s (o +u0!!"s& +&&!(!"#


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D&+& s ("#"(tst!("&t& "#o


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(u!%"%o %& su>&t"# +!& &0 (o(o o "( o'!!&tos +#us(os8 o

s& #&/u!& u". E'!t& "((!%&t&s: NUNCA o" sus "os o su

(uo & 0" t#"&(to#!" /u& u&%" s&u!# u (u(!00o o (u"0/u! ot#o

o+>&to uo(o#t"t&. "(!"# &0 "u" & u #&(!!&t&8 &s ot"+0&

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(o(o & u t#"o %& (o(!" o & u" s'!00&t" %& t&0"


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#&ost" !%ust#!"0 &'"s"%" s"(@s o# su +">o (ost&

+u& #&su0t"%o.

Arr2 426 C242: S& to" 0" u0" %& (o(o s& #"00" o s&

0!(;" (o u o(o %& "u". -u&o s& #&s" "#" o+t& 0"

0&(& %& (o(o s& (u&0". S& %&s&(" &0 +""o 0" 0&(& s&

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s"0 "0 usto. S& o& " (o(!"# " u&o "0to "st" /u& &0

"u" s&/u&. Post!o#&t& s& t"" s& +">" &0 u&o "0

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T@a eida:&+!%" "0(o,0!(".

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& "st&0".

OTROS &SOS:A0!("(!o&s %&0 (o(o:

I6d@s0ria: 0" (o#" s& us" (oo "t!" #!" "#" 0"

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&0&" "#" #o%u(!# ("#+, ("#+, "(t!'"%o o (oo

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&t#"((!, %&0 "(&!t& s& us" (oo "0!&to "#" &0 ""%o.

-"s o>"ss& &0&" (oo o##">& "#" &0 ""%o '"(uo &

9o("s %& &s("s&.

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" /u& &>o#" 0" #&t&(!, %& "u" 0" t&tu#" %&0 su&0o.

A%&


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%& "#8 s& ut!0!" "#" ("+0&s ""#&>os %& "'&s8 "(

"t"s +o0sos o !(0uso &s(o+"s (&!00os.

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& u(os "s&s t#o!("0&s s& &0&" (oo #&&%!o

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E42l2ga: 0" #&s&(!" %& &stos &s (ostos

&+&00&(& 0"s 0""s.

-ardi6era: & 0"s ("00&s o (oo 0"t"s %& !t!o#L t"+!9

(o 0" "%" %&0 t#o(o s& "(& "(&t"s.

#.1.#.,. %ER&: E7%ORTACION DE COCO 9RESCO CRECERIA (GRACIAS A HOLANDA)

E0 !(#&&to %& 0" %&"%" %& (o(o #&s(o o# &0 ("%o

o0"%9s "u&t"#" 0"s &o#t"(!o&s & u 5*K "#" &0 "o 2*11

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!(#&&to %& 0" %&"%" o# 0"s #ut"s #&s("s u""s o s& "

&(o &s"#8 s&; 0o "!&st, Q "#" A#"#!".& Q A0#&%o

&%so8 &t& &"0 %& 0" &s" &o#t"%o#" AX G#ou8

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%& P!u#"8 &sto s!!!("#" u !(#&&to & 0"s &o#t"(!o&s %&0

(u0t!'o & u 5*K "#" &st& "o.

As!!so8 &0 &>&(ut!'o s&"0, /u& 0" (""" "; &!&" "

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!o#t"(!o&s.

Po# ot#o 0"%o8 &%so sostu'o /u& &0 #u&so %& u&st#"s

&o#t"(!o&s %& (o(o #&s(os & &0 2*1* &stu'!o %!#!!%"s "(!"

6


49/69

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&0 ("%o (""%!&s&8 &(u"to#!"o (!0&o8 "#" 0" &0"+o#"(!,

s"(@s8 s"+o#!"t&s8 "#!"s8 o#t!!("t&sL &t#& ot#os.

A(tu"0&t&8 s& " su"%o " 0" %&"%" &0 ("%o &>!("o

"#o'&("%o 0" (ot#"&st"(!, %&0 (u0t!'o8 o (o u" &!&(!":

&0 #uto %&+& &st"# s&("%o "0 so0 "u/u& "; os &(ot#"os &

&o(!"(!o&s &s o#t!!("t& s (os!%"%o o# &0 #!(!"0

&o#t"%o# 0"t!o"!("o %& (o(o (oo #!(!"0 o(!, (o(!"0

"#" 0" (o#" %&0 (u0t!'o8 #&t& " #"s!08 #&s"0t,.

E &0 2*1*S&; &st"%st!("s %& A%u""s8 0"s &o#t"(!o&s %& (o(o

#&s(os & &0 "o 2*1* su"#o USY $68$ !0 #&!st#"%o u" ("%"

%& 2184K8 & #&0"(!, " 0o o+t&!%o & &0 "o 2**) =USY 11*85 !0?.

-"s &o#t"(!o&s %&0 #uto &stu'!o %!#!!%"s "(!" 0os ("%os

%& C""%< =5583K?8 P"s&s ">os =1683K?8 It"0!" =1485K?8 C!0&

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#&s&(to "0 "o 2**)8 (u"%o C""%< 0os Est"%os U!%os

0!%"+" 0" 0!st".

#.1.#.. ESTADISTICA DE %ROD&CCION ORGANICA %ER&V!1*

-" P#o%u((!, O#""#(" (o(&t#" &0 "o# ;o %&

#o%u(to#&s: 717*? u"("'&0!(" Mo/u&u" o (u&t" (o


50/69

24


'.1. SEGMENTACION DE MERCADO:

4.1.1. SEGMENTACIN GEOGRFICA:

-" '&t" %& u&st#o #o%u(to '" &("!"%" "#" u" '&t" t"to "!'&0 0o("0 #&!o"08 (o&"%o o# &st"+0&(o %&t#o %& t!&%"s

su("%os %& u&st#" (!u%"% #&!,8 u&sto /u& &st"s os

s'!#" "#" %!u%!# u&st#o #o%u(to " u" #" '"#!&%"% %&

so"s8 t&!&%o & (u&t" /u& 0" "o#" %& u&st#os (0!&t&s

utu#os (0!&t&s '!s!t" (ost"t&&t& &stos 0u"#&s.

4.1.2. SEGMENTACIN DEMOGRFICA:

Edad: E0 &0"%o %& "0t" &st< %!#!!%" %&s%& 0os 2 "os "st" 0"

"(!"!%"% /u& &s " "#t!# %& 6* V 65 "os "#" "##!+"

"#o!"%"&t&. SeP2: E0 &0"%o %& "0t" &st< o#!&t"%o t"to u>&s '"#o&s

s! !u" %!&(!". Clase s24ial: Po# s u #o%u(to &(o,!(o t#"%!(!o"0 s&

u&%& %&(!# /u& &0 #o%u(to &st< %!#!!%o "0 "0("(& %& so"s

%& (u"0/u! (0"s& so(!"0 /u& &st9 %!su&st"s " "%/u!#!#0o8 u&sto

/u& os&& u #&(!o "s&/u!+0&L "%&


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"al2res: Es !%!st!to " &st" '"#!"+0&8 " /u& &0 &0"%o %& "0t"

&st< %!#!!%" " to%"s 0"s so"s & &"0.

Es0il2 de ida: E0 &0"%o %& "0t" &s !%!st!to " &st" '"#!"+0&.

4.1.4. SEGMENTACIN POR COMPORTAMIENTO:

Tasa de @s2: 0" Cot!u!%"% %& (o#" %& &0"%o %&

"0t" %&&%& %&0 #"%o %& "(&t"(!, %&0 !so8 "%&


52/69

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'.!.'. $ASES %ARA SEGMENTAR LOS MERCADOS:

GEOGRK9ICAS DEMOGRK9ICAS %SICOGRK9ICAS N"(!o"0 R&!o"0 -o("0

E%"% S&o

Est!0o %& '!%". Pso"0!%"%. &&!(!os %&0

#o%u(to. Et#o't!%o &

!t#o't!%o.

U#+"" E%u("(!, O(u"(!,

Uso %&0 #o%u(to.

Su+u#+"" Itu#+"" C0!"

C!(0o %& '!%""!0!"#. C0"s& so(!"0. !#&sos

"u"0&s. P#o&s!, N"(!o"0!%"% Est"%o (!'!0 T""o %& 0"

"!0!"

I#&sos

'.#. SEGMENTACION DE MERCADO DE CONS&MIDORES:

E 0" &s" MERGIEBS.R.-. 0" s&&t"(!, %& ("%o 0o

#&"0!"#&os "#" &0 ;+0!(o & &"0 =!os8 "%o0&s(&t&8

>u'&tu%&s8 "%u0to "(!"os?8 " /u& &0 &0"%o %& "0t" os&& "0to

'"0o# ut#!t!'o & #ot&"s ("#+o!%#"tos:

NIOS:


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a Ni2s 426 6e4esidad: S&&t"#&os &0 ("%o so+#&

+"s&s %&o#


54/69

24


a -@e60@des 426 6e4esidades: S&&t"#&os &0 ("%o

so+#& (o%!(!o&s %&o#u'&tu%&s.

-os #!(!"0&s "(to#&s %&t!"t&s so: S24i2lgi42s? 42m2:#uos (u0tu#"0&s8 (0"s&s so(!"0&s

"0!"s #uos &/u&os8 !(0u&%o 0" "!0!".%si42lgi42s? 42m2: Pso"0!%"%8 A(t!tu%&s8

&&!(!os %&s&"%os %&0 #o%u(to.

AD&LTOa Ad@l02s 426 6e4esidades: S&&t"#&os &0 ("%o so+#&

(o%!(!o&s %&o#


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0" #&s&t"(!,8 /u& s& '&%< & to%os 0os 0u"#&s

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E-ADO DE PA-TA &s


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QI#&%!&t&s.

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9il0rad2 de ideas: S& &s(o!o o %o %& T#u("

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ue)o c/u 1$0 S/. 0.%0 S/. .00

Mararina "ilos $ S/.$.'0 S/.'$.$0

Tot"0: S/.+1,.20

(.!.!. Gas02s

-os "stos %& u" &s s& #&!& " to%os "/u&00os #&(u#sos /u&"u%" " /u& 0" &s" && !#&sos " t#"'9s %&0 #o%u(to /uo%u(&. -" &0"%" MERGIEB S.R.-. P#&s&t" 0os s!u!&t&s"stos.

(.!.#. C2s02s

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(.!.(. C2s02s ariales

D&t#o %& 0" &s" & &stu%!o 0os (ostos '"#!"+0&s so "/u&00os(ostos /u& '"#" & #oo#(!, %!#&(t" "0 'o0u& #o%u(!%o8 so0"s s!u!&t&s:

42s02 ariale 42s02 me6s@al

Seri4i2 de e6ergael340ri4a

S. 15*.**

Seri4i2 de ag@a S. 1$*.**

Ma0eria prima S.71).2*

020al s.1'.!

(.!.). COSTO DE %ROD&CCION

COSTO TOTAL MENSUAL

Descripcin unidad de medida cantida

d

PU costo total

MATERIA PRIMA

palta c/u 120 S/. 1.00 S/120.00

A!car "ilos #$ S/.%.&0 S/.1'$.00

Lec"e en pol#o so*re +2 S/.2.+0 S/. 1,#.#0

Lec"econdensada

tarros 12 S/. &.00 S/. '0.00

Col$%eno

"idroliado

so*re %' S/.1.&0 S/..00

&ue#o c/u 1$0 S/. 0.%0 S/. .00

Mar%arina "ilos $ S/.$.'0 S/.'$.$0

Total' S()*+,)-.

MANO DE O/RA

personal S/. 2$00.00

TOTAL S/. 2$00.00


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0ASTOS DE 1A/RICACION

Cereales "ilos 1 S/. 10.00 S/. 10.00

2ar3uillos c/u +2 S/. 0.%0 S/. 21.'0

/ar3uillo 4tu2o5 c/u 1$ S/. 0.%0 S/. &.#0%as *aln $ S/. %+.00 S/.2,'.00

Al3uiler de local mensual S/.

1000.00

S/. 1000.00

Ener%6a el7ctrica mensual S/.1$0.00

Ser#icio de a%ua mensual S/. 1&0.00

Depreciacin mensual S/. 200.00

Mantenimiento mensual S/. 1&0.00

TOTAL S() -8.9):

5.2.7. Costo u!t"#!o

Pu&%& &%!#s& & u(!, %& su #o%u((!, %!st#!+u(!,. Est& (osto &s &0

/u& s!#'& "#" '"0u"# 0"s &!st&(!"s /u& ""#&(& & &0 +"0"(& &"0

&st"%o %& 9#%!%"s ""(!"s & 0os #&0o&s %& 0os !'&t"#!os %o%u((!, & #o(&so #o%u(tos t!"%os. T"+!9 u&%& &%!#s& &

#&0"(!, (o 0" os!+!0!%"% %& "0!("# %!#&(t" o !%!#&(t"&t& " 0" u!%"%

0os "stos !(u##!%os.

CU= Costo de produccion

totaldeunidades producidas

CU=5827.60

750

CU=7.77


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(.!.,. Costo %& s'!(!o

Costo de ser#icioDescripcin Unidad de medida Cantida

d

Pu Costo total

personal # S/. &0000 S/. 200000

Administrador 1 S/. '0000 S/. '0000

Costo de ser#icio total S() -;..)..

Eto(&s &0 (osto %& s'!(!o u!t"#!o &st" %"%o o#:

CSU=2600.00

750

CSU=2.33

(.!.. P#&(!o %& '&t"

P"#" %&t!"# &0 #&(!o %& '&t" u!t"#!o "0!("#&os &0 "#& %& ut!0!%"%

/u& 0" &s" %&s&" o+t& =5*K?8 "0 (osto u!t"#!o %& #o%u((!,.

Margendeutilidad=7.770.50=3.90

PUV=7.77+3.90

PUV=11.67

-u&o %& s"("# &0 "#& %& ut!0!%"% su"#&os &0 (osto %& s'!(!ou!t"#!o "s o+t&%#&os &0 pre4i2 de e60a al 4lie60e @e es de s. 1'.u&'os so0&s.

5.2.1*. Costo %& %!st#!+u(!,

E0 (osto %& %!st#!+u(!, &st< %&t!"%o o# 0" su"to#!" %& 0os "stos %&"%!!st#"(!, 0os "stos %& '&t"s.

Es &(&s"#!o #&(o#%"# /u& 0os "stos so to%os "/u&00os /u& "u%" "&"# !#&sos " 0" &s".


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>as#os de Ve"#as 6me"sual7 >as#os deAdmi"is#aci$"6me"sual7Descipci$"

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(oo

200

0T&09oo 30

To#al:334/

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CD=2110+830

CD=2940

(.!.11. Es0ad2 de Ga6a64ias ; %3rdidas

E0 &st"%o %& ""(!"s 9#%!%"s s< %&t!"%o &%!"t& 0"%!&(!" %& to%os 0os !#&sos &os 0os &sos.

Descripcin Cantida

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unitario

Total

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