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Coffee

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1. ¿Cómo definirías el segmento al que se dirige Starbuck’s en México? Utiliza para definir el segmento criterios geográficos, demográficos, de personalidad, de uso/beneficios, etc.

Consumidores entre 20 y 40 que buscan una cultura y experiencia del café más sofisticada. El producto está dirigido a ambos hombres y mujeres, solteros y casados con ingresos dentro de los estratos A, B y C+. Profesionistas o estudiantes desde preparatoria y universidad. El café de Starbucks busca incrementar la experiencia y cultura del café fresco y recién molido el cual provee un nivel de estatus para el consumidor. La recuperación de la crisis financiera permite al consumidor dedicar una parte de su ingreso al consumo de este tipo de bebidas.

2. Pronostica las ventas de Starbucks en Monterrey usando el método de cadena que se explican en el Exhibit 5.3. ¿Cómo se relacionan los estudios de intención de compra y los estudios de la teoría de adopción a esta mena tradicional de hacer mercadotecnia? ¿Qué cambios sugieren?
El pronóstico de ventas de café para el este de china para el 2012 tendrá un crecimiento del 8% comparado con el 2011, lo cual significa que el pronóstico se traducía en ventas superiores a los 5,636 Millones de Yuanes
Para este pronóstico y debido a que vivo en Shanghai tome datos de Starbucks en China para responder a esta pregunta.

Los estudios de intención de compra determinaran el estrato de la población que definitivamente comprara nuestro producto, que probablemente comprara nuestro producto y que no lo comprara, los estudios de adopción nos mostraran que consumidores cambiaran su actitud hacia nuestro producto dese el momento que escucho la idea de nuestro producto hasta la adopción del mismo, la cual puede suceder en el futuro o no suceder del todo.

3. Selecciona los factores clave de éxito, justifica su importancia y justifica cómo los vas a medir competencia vs. competencia.
Los factores de éxito definitivamente será que el crecimiento del mercado se mantenga constante como en el 2011. El crecimiento en el mercado de bebidas calientes para el este de China fue de 11% en el 2011.
Los nuevos estilos de vida en China afectaran directamente el mercado y segmento de bebidas calientes en una ciudad como Shanghai. La genta está dispuesta a gastar en un producto como estos por un status social. Los residentes de esta región costal esta mas abierto a recibir nueva información de diferentes culturas, el este de China y ciudades como Shanghai principalmente son tomadas como puntos a medir cuando se refiere a nuevas tendencias en el mercado y sus productos. Al ser una ser las aéreas más desarrolladas del país, Shanghai es afectada directamente por la cultura occidental por lo cual productos como el café son más populares en estas ciudades que en otras en el país.
Los canales de distribución locales más especializados se han desempeñado mejor que los canales internacionales en Chin y no solo en Shanghai, estos canales están experimentado un crecimiento el cual por el conocimiento del mercado seguirá siendo estable para el 2012.
La competencia la mediré entre los diferentes territorios en todo el país y no solamente en una ciudad, el te sigue siendo el producto número uno en China con un 53% del total del mercado de bebidas calientes, el café poco a poco está tomando importancia debido a la diferenciación que tiene con el producto local. Las mediciones en la competencia se deben hacer prácticamente por línea de producto ya que por ejemplo el té con leche es el producto líder y preferido por las mujeres en el sur de China, lo anterior no sucede en ciudades del este de China como Shanghai.
Que Aprendí?
Es muy interesante conocer sobre segmentación de mercados, ya había en alguna ocasión estudiado el tema pero no tan a fondo, siempre que queremos hacer la penetración de un mercado con un producto nuevo es importante conocer a que mercado atacaremos, cuál será el mercado no meta, no podemos pensar que nuestro producto será adquirido por toda la población sino por un segmento en especifico con ciertas características y estilos de vida diferentes y específicos.
Creo que el tema de pronósticos es uno de mayor importancia y no solo para la mercadotecnia sino para cualquier industria que pretenda vender un producto y un servicio, siempre tenemos que asegurarnos que estamos utilizando los métricos correctos y los sistemas apropiados para poder lograr que nuestros resultados sean los más cercanos a la realidad.

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