This project will provide us with the information required to help us fully understand Canacintra in order to implement and improve the current situation of the company. It will also give us the opportunity to have a semblance of the beginnings as well as the development of this important institution, we will analyze, what are the main concepts and topics on the market studies themselves that will be applied to know the opinion about Canacintra of its associates and thus be able to establish the pertinent measures to provide a better service. We will also publicize the services that the Chamber currently provides to its active members and will try to evaluate their degree of satisfaction,and as a result of all the present, pertinent proposals will be elaborated to provide in the same way the services that need at a given moment some degree of improvement to continue working and making pertinent changes to achieve complete continuous improvement in the services granted by the National Chamber of the Industrial Transformation.
This Project will be prepared with the intention of identifying the needs of Canacintra's target market to increase the promotion and dissemination of the Chamber.
CHAPTER I ANTECEDENTS OF CANACINTRA
This chapter will show specific information about CANACINTRA, in order to have a broad knowledge of the company.
1.1 Company name
CANACINTRA
(National Chamber of the Transformation Industry)
1.2 History
CANACINTRA San Juan del Río was incorporated on December 14, 1990, in the city of San Juan del Río, Querétaro. Since then, it has been proposed to continue maintaining and improving the infrastructure and the services it offers to the different partners that make it up and those who are not affiliated with CANACINTRA.
CANACINTRA is made up of all those industrial companies that are not grouped into specific chambers according to their industrial activity, and its essential function is that which refers to the representation of the interests of industrialists; It is constituted to promote actions and policies that contribute to productive development and to defend measures and policies that affect the productive activity of companies or that hinder their operation.
Its coverage and infrastructure at the national level allows it to directly meet the interests and needs of the affiliated companies, providing them with better services and, above all, bringing the Mexican industrial sentiment to the government authorities and society as a whole. In the same way, it acts as a consultative and interlocutor body before agencies, public and private organizations, and mainly a forum to express the ideas of businessmen. In this way, it promotes and encourages union participation, as well as the activities and development of the affiliated companies, they work to firmly represent the interests of the business sector, effectively influencing the competitiveness and integration of companies, sectors and regions, satisfying the needs of the members through the services it offers.CANACINTRA, San Juan del Río headquarters, began in December 1990. With Lic. Roberto Sánchez de la Vara, being the first president of the Chamber.
For 1993 and 1994 With Eng. Jorge Rivadeneyra Díaz repeating the 2005-2006 period. We highlight the great work of Eng. Jorge Rivadeneyra Díaz to recover the camera in 2005, as the camera remained closed for a period of 5 years. In the year 2006-2008, Mr. Alfredo Sahagún Sánchez is president and for 2009 Mr. Oscar Peralta Casares; Lic. In Financial Engineering and Business Administration, Postgraduate in Marketing and graduated from the University of San Diego, California (USA) protests as president of the 2010 delegation
Lic. Carlos Ugalde Rodríguez, president. In the history of CANACINTRA SAN JUAN, it has had business personalities who have left their mark for their valuable business career and for having left a legacy of commitment and actions for the good of San Juan companies.
1.3 Business Line
Provider of services in the Industrial Transformation Branch, Association or institution that at the local, provincial, national or international level, groups industrialists (whether importers, exporters, wholesalers, retailers, etc.) in order to protect their interests, improve its business activities on the basis of mutual cooperation and promote its prosperity, as well as that of the community in which it is settled.
1.4 Mission
Firmly represent and within the framework of ethical values the interests of the business sector, effectively influencing the competitiveness and integration of companies, sectors and regions, satisfying associates through quality services. 1.5 Vision
To be the model business organization, due to its effective representation and high competitive level.
1.6 Policy
Offer quality services to all our members, in accordance with the demands and conditions of globalization that the industry presents, in an ethical, responsible and congruent manner with the conditions that exist in the region.
1.7 Objectives
- Contribute effectively to the competitiveness and integration of companies, sectors, and regions. Promote actions that contribute to the consolidation and growth of the production plant in Mexico through the search for new markets and dissemination among members.
1.8 Logo and slogan
For industrial transformation
1.9 Organization chart
1. Board of Directors 2010-2011
1.10 Description of the positions I) Manager
Operatively direct the chamber, managed human and material resources. Maintain permanent communication with affiliates and clients: identifying new markets as well as business opportunities.
Reporting position: President Specific activities:
- Make agreements with the president Execute agreements of assembly and council meetings Attends, executes and shifts actions of partners Proposes the creation of new products and / or services Performs representative actions propose, plans and organizes events Executes public relations of the chamber Request reports from staff Attend to the board of directors Attend meetings with Other delegations Promote chamber services: membership, SIEM, training, directory, implementation of quality systems Execute sales activities Address service requirements, agreements or information requested by partners Program visits to companies o) Training calendar program P) Identify new suppliers Make payment to suppliers and services Search for agreements.
II) Assistant
Execute the administrative processes of the area, expanding the standards and procedures defined to achieve timely results and guarantee the effective provision of the service.
Reporting position: Manager.
Specific activities:
- Assists in the development of programs and activities Coordinates the job bank and participates in job fairs Links job seekers with companies Provides direct telephone service, meets service requirements requested by the partner Coordinates the updating of the directory database Activities Agenda From the president and manager Program use of the facility Supports the dissemination and sale of services offered by the chamber such as: directories, affiliations, advertising and SIEM Disseminates important information daily via email Supports holding events: courses, workshops, meetings of advice, etc. Verifies the existence of office supplies and stationery Supports the collection of services offered by the chamber: membership, SIEM and training mainly.
III) Systems
Execute activities for the provision and / or sale of services. Formulate and integrate effective communication and attention programs.
Reporting position: Manager
- Attend fairs and exhibitions Create event promotion flyer Integrate and promote institutional information for dissemination in the media, giving the corresponding follow-up. d) Collaborate in the design of the web page Develops communication and advertising strategies for the services offered by the chamber Supports the control and management of internal information Updates the web job bank Technical support Develops online promotion Design articles, advertising and promotion of the chamber Create electronic newsletter
IV) Promotion and dissemination Position to which it reports: Manager.
Activities carried out:
- Identify service users and potential customer needs Report on weaknesses and complaints of the product (discreetly handle the information that the customer entrusts to him) Investigate lost sales and their reasons Attend fairs and exhibitions Conduct market research Permanent promotion and dissemination Services Job Board Identify new providers.
1.11 Description of the area or company where the project is developed
This project to be carried out is being carried out in the promotion and dissemination department in the company CANACINTRA, in this department the points already mentioned above are carried out.
1.12 Location
CANACINTRA SJR is currently domiciled at Eje Norte Sur Esq. 6 Oriente Nuevo Parque Industrial.
San Juan del Rio, Querétaro, 76808
It is open from Monday to Friday from 9:00 am to 2:00 pm and from 3:00 pm to 6:00 pm.
Tels: (427) 101-10-03 / 06
(427) 129-83-40 / 41
1.13 Sketch
By knowing CANACINTRA we can realize that when you work as a team based on efforts, the reward is very pleasant to obtain the recognition of the industrial company. Something that should be highlighted is the effort and effort put forth by the chamber's administrative team to get ahead, since only the administrative team is made up of three women, persevering with a lot of desire and hunger to get ahead, who have done an excellent job to publicize the work and service that the Chamber performs among the industrial company.
CHAPTER II
1 Information provided by Lic. Eridani Ríos Romero, Manager of CANACINTRA.
MARKET RESEARCH AND ITS THEORETICAL BASES FOR PROMOTION AND DISSEMINATION
This chapter will compile theoretical bases on some important aspects that will help us objectively base the project, all this with a single intention: to improve the services offered by the Chamber and identify the negative points, since in every company, regardless of its size or the sector in which it operates or the market segment to which it is directed, it is necessary to analyze this type of points
2.1 Market research
It is defined as the objective and systematic process in which information is generated to help in making market decisions. This process includes specifying the required information, designing the method for collecting the information, managing and executing the data collection, analyzing the results, and communicating the findings and their implications. This definition suggests, first, that the research information is not intuitive nor is it collected at random. Literally to investigate means "to search once more". The term connotes a patient study and a scientific investigation, whereby the researcher takes another more accurate appreciation of the information to discover everything that is known about the subject.
This definition of market research also indicates an objective to facilitate the decision-making process of management in all aspects of the combination of the company's marketing strategies: pricing, promotion, distribution, and product decisions. The definition is not limited to a certain aspect of the marketing mix. By providing the necessary information on which decisions are based, market research can reduce the uncertainty of a decision and therefore reduce the risk of making the wrong decision. However, the investigation should be an aid to management's judgment and not a substitute for it.
2.2 Basic Research and Applied Research
Basic or pure research: try to expand the limits of knowledge. It does not offer a direct solution to a particular pragmatic problem. It has been said that there is nothing so practical as a good theory. While this is true in the long run, a marketing executive generally cannot immediately apply the findings of basic marketing research. Basic research is conducted to verify the acceptability of a particular theory or to learn more about a certain concept.
Applied research: it is carried out when it is necessary to make a decision about a specific problem in real life. Our focus is on applied research, that is, those studies that are carried out to answer questions about specific problems or to make decisions about policies or courses of action.
2.3 Objective of Market Research
The objective of market research is to provide information to the company about the needs and preferences of consumers, taking into account their socioeconomic factors, as well as the company's market, and thereby contribute to the achievement of the objectives of is.
The fundamental objective of market research is to provide useful information for the identification and solution of the various problems of companies, as well as for making the right decisions at the right and precise moment.
2.4 The basic objectives of the research are three
2.4.1 Social objective
Satisfy the needs of the end consumer, either through a required good and / or service, that is, that the product or service is in a position to meet the requirements and wishes when used.
2.4.2 Economic objective
Determine the economic degree of success or failure that a company may have within the real or potential market and thus design the appropriate system to be followed.
2.4.3 Administrative Objective
Help the company in its development through the proper planning, organization and control of its resources and elements so that it brings the correct product and in the right time to the final consumer.
2.5 Importance of market research
Market research emerges as a lifesaving tool for many directors and those in charge of achieving the proper functioning of marketing, who are the ones who face the problems.
Therefore, it is essential to fully understand this auxiliary marketing technique, as well as its procedure and proper application, especially in developing organizations. This type of research can be applied in any company (public or private) and is a valuable source of information that allows decisions to be made on a real basis; Furthermore, the information can also be used for various purposes.
2.6 Limits of market research
Just as every system, procedure or technique has its pros and cons, market research also faces a series of limitations that, if not handled properly, will prevent it from reaching its objective; therefore, market research must be directed with skill, energy and creative spirit by the executive of the company or researcher, according to their preparation and experience, in order to obtain the desired end.
The most frequent limitations that affect the efficiency to obtain positive, concrete and truthful results in market research within an organization are described below.
2.7 Process
The steps for the development of a market investigation are:
- Define the problem to be investigated Select and establish the design of the research Data collection and analysis Formulate findings Monitoring and marketing control
2.7.1 Define the problem to be investigated
In this step is where the existing problem is defined and is constituted by two basic processes: Formulation of the problem and Establishment of research objectives how to do it. A company can invest thousands of dollars in research, however, if the problem to investigate is not clear, those dollars will be a waste.
After formulating the problem, you need to ask the research questions. What are the basic questions that need to be answered and their possible sub. Questions you have.
With the problem or opportunity defined, the next step is to determine the objectives of the investigation, defining and determining in this way what information is necessary to solve the questions. A good way to set the objectives of an investigation is to ask yourself, "What information is needed to solve the problem?"
It should be understood that: "Clear objectives help to obtain clear results." After describing and formulating the problem and the objectives, the next step is to prepare a detailed schedule specifying the different steps of the investigation.
2.7.2 Select and establish the research design
This step is made up of 4 basic processes: Select the research design, Identify the types of information needed and the sources, Determine the measuring instruments and Data Collection.
1. Select the research design
The first thing to remember is that each investigation in each type of business is different, so the design can vary, there are infinite types. The “generic” types of research design are:
- ExploratoryConclusive (descriptive or causal) Ø Systematic.
Exploratory: It is defined as the collection of information through informal and unstructured mechanisms.
Descriptive: It refers to a set of methods and procedures that describe the variables of This type of study helps to determine the basic questions for each variable, answering Who? How? What? and when? These types of studies can describe things like, customer attitudes, intentions and behaviors, as well as describe the number of competitors and their strategies.
Causal: It focuses on controlling several factors to determine which of them is the cause of the problem. This allows isolating the causes of the problem, while providing a higher level of knowledge about the variable under study.
This type of study is the most complex and therefore expensive.
Systematic: It is used to evaluate a process while it is taking place, find the problem and propose solutions.
2. Identify the types of information needed and the sources
There are two types of information in market research, primary and secondary.
- .Primary Information: is that which is directly disclosed for a specific purpose. Secondary Information: refers to that which already exists somewhere and was collected for another purpose. In general, this type of information is less expensive than the primary one and sometimes a review of the Internet or a visit to the local library is enough.
3. Determine and design the measuring instruments
After determining what type of information is necessary, the method in which this information will be obtained must be determined. There are multiple methods, including telephone surveys, mail or e-mail surveys, personal surveys, or group surveys.
On the other hand, there are two basic methods of collecting information; by questioning or by observation; the most common instrument being the questionnaire.
When it is necessary to design a questionnaire, the specific objectives of the research must be taken into account and a logical sequence of steps must be followed that allow the elaboration of a good measurement tool.
These steps could be listed as follows:
Plan what is going to be measured: It consists of specifying exactly what you want to obtain from each interviewee, as well as the characteristics of the target population. When performing this step it is necessary to analyze the objectives of the investigation; already established previously, corroborating that these are clear enough to describe; as completely as possible, the information the decision-maker needs, the hypothesis (s), and the scope of the investigation. An exploratory investigation should also be implemented, which will suggest additional relevant variables and help the researcher to assimilate the vocabulary and point of view of the typical interviewee.
Prepare the question format: there are three types of collection formats; the structured, the unstructured and the mixed.
- Structured: they are listed with specific closed questions, which include multiple-choice questions with simple selection or multiple selection. Reference scales and rankings are also included. Unstructured: these are open questions, where the respondent can answer in their own words. Mixed: open-ended questions can be used in conjunction with closed-response questions to obtain additional information, hence the use of open-ended questions is sometimes used to follow up on a closed-response question (for example, knowing the express opinion of the respondent about of the subject being discussed), which is properly known as a survey
Drafting and Distribution of the Questionnaire:The words used in particular questions can have a great impact on the way an interviewee interprets them, which can cause the answer that the interviewee provides to the interviewer to change. For this reason, the wording of the questions must be simple, direct, clear, must avoid suggesting all or part of the answer that is intended to be obtained, must avoid using words with vague or ambiguous meanings, they must be short enough so that they do not confuse the interviewee and should be applicable to everyone who is to be asked. Regarding the decisions of sequence and distribution, it should be taken into account that it should start with simple questions to answer and that do not cause a negative impact on the respondent and in this way introduce the person to the questionnaire,it is important to avoid questions that may be repetitive.
Preliminary or pilot test: once the order and wording of the questions have been established, a preliminary questionnaire is created which will be applied to a small sample (approximately 15 to 25 people) that reasonably represents the target population. This is known as a "Pilot Test Application." The purpose of this test is to ensure that the questionnaire carried out meets the expectations of the research in terms of the information obtained, as well as to identify and correct the deficiencies that could cause a bias in it.
Correction of problems: it is the final stage of the questionnaire design process. It consists of reviewing and rectifying the possible errors that have arisen during the application of the pilot tests, in order to arrive at a definitive questionnaire. Steps 4 and 5; They can be repeated as many times as deemed necessary until a questionnaire is obtained as error-free as possible, without losing sight of the fact that it implies a significant cost in the investigation; so researchers must have the ability to detect errors as quickly as possible. In conclusion is the search for information on current markets.
4. Data collection and analysis
The first thing that has to be done is to train the interviewers, who will be in charge of contacting the respondents and emptying the questions in a format for later analysis.
The analysis must begin with the cleaning of the information, with the confirmation of the scales, verification of the correct filling of the surveys and sometimes with pre-tabulations (in the case of open questions). Once all the information is encoded, the analysis as such can begin.
The information can also be on a small scale and obtained through qualitative information, with Group Sessions being the most used tool.
2.7.3 Formulate findings
After analyzing the information, deductions can be made about what is happening in the market, which is known as “findings”. These must be presented in an orderly and logical manner to the decision-makers.
Research reports should have a summary chapter, which will be the guide for people who do not know about research, making the report much easier to read and follow a continuum. With all these steps the success of the investigation is guaranteed. We can know everything and come to many conclusions.
2.8 Procedure for preparing a questionnaire
William G Zikmund . Market Research, Sixth Edition, Publishing Prentice Hall, Edo. From Mexico 1998, p.4.5.
FISCHER LAURA, Marketing, Third edition, McGraw-Hill editorial, México, DF2004, p. 155.
Ibidem… p.156.157.
Website: es.wikipedia.org/wiki/ will search Research -15 \ 08 \ 2010
2.9 Service
6 Churchill Jr, Gilbert A, Market Research, translator Jorge Blanco, Fourth edition, Editorial Internacional Thomson Editores, México, DF2003, P.314
It is a very important concept since everything is based on it, as shown below.
In economics and in marketing (marketing) a technology service is a set of activities that seek to respond to the needs of a client (economy) or of some common person.
2.9.1 Principles of customer service
There are several principles that must be followed when carrying out customer service, these can facilitate the vision that one has about the most important aspect of the service, the customer:
- Make quality a habit and a frame of reference.Establish the specifications of products and services in agreement with all staff and with customers and suppliers. Systems, not smiles. Saying "please," "heart," "gorinda," and "thank you" does not guarantee that the job will turn out right the first time. On the other hand, systems do. Anticipate and consistently meet customer needs. Give freedom of action to all employees who deal with customers, that is, authority to deal with their complaint. Ask customers what they want and say it over and over again., to keep them coming back.Customers always expect the fulfillment of their word. Promise less, give more Show respect for people and be attentive to Explicitly recognize any effort to implement a culture of Remunerating your employees as if they were your partners (incentives).Do like the Japanese. That is, to investigate who are the best and how they do things, to take ownership of their systems, and then improve them.Encourage customers to say what they do not like, as well as express what they do like.Most importantly, do not leave the client waiting for your service, because everything else will go unnoticed by him, since he will be upset and unwilling to any suggestion or clarification, no matter how relevant it is.since he will be upset and unwilling to any suggestion or clarification, no matter how relevant it is.since he will be upset and unwilling to any suggestion or clarification, no matter how relevant it is.
2.10 Characteristics of the services
The fundamental characteristics that differentiate services from goods services (and that the marketer must take into account) are four: 1) intangibility, 2) inseparability, 3) heterogeneity and 4) perishable nature.
- Intangibility: This characteristic refers to the fact that services cannot be seen, tasted, touched, heard or smelled before being purchased, therefore, they cannot be stored, nor placed in a store window to be acquired and carried by the buyer. (as with physical goods or products). Inseparability: Goods are produced, sold and then consumed. Instead, services are often produced, sold and consumed at the same time, in other words, their production and consumption are inseparable activities. Heterogeneity:Or variability, means that services tend to be less standardized or uniform than goods. In other words, each service depends on who provides it, when and where, due to the human factor; which participates in the production and delivery. Perishable Character: Or impermeability. It refers to the fact that the services cannot be conserved, stored or kept in inventory. For example, the minutes or hours in which a dentist has no patients cannot be stored for later use, they are simply lost forever. Therefore, impermeability is not a problem when the demand for a service is constant, but if the demand is fluctuating it can cause problems.
2.11 Propaganda
Propaganda is the very representation of matter, since it is neither created nor destroyed; it just transforms.
Propaganda is the art of making people notice a new product or service that they would never have been interested in, that they feel the need to acquire it even though they do not need it and that they feel happy owning it even if it is defective and to pay for it it is seen forced to rent his children as sex slaves.
By extension, any physical means used to achieve such Machiavellian ends is known as propaganda.
2.11.1 Basic techniques of propaganda
- Concealment: Any defect should be a nice surprise that the client can discover as a hobby. If the law requires reporting a deficiency, it can be done in a font size that requires an electron microscope to be read, with a typeface that causes a headache just by looking at it Exaggeration: the product has been created by God in person to please your customers to ecstasy. Soaps don't wash anymore - they bleach even the conscience of Satan and a developer's bank account, all at once, no prewash and no scrubbing. Banks no longer lend money - they solve all problems and please you sexually while you wait. Repetition: If a false message is repeated enough times, it ends up being accepted as true. For example: "Smoke calmly, because smoking does not cause cancer, sewer breath makes you more sepsy, your yellow teeth make you more attractive and your sputum cough will attract the attention of the most beautiful men and women." (repeat a million times to make it come true). Sulking: it consists of pretending yes, then saying no, and then saying yes, maybe maybe, but better not, not going to be yes. Sure, not?
2.12 Propaganda as a medium
Propaganda can be presented in hundreds of ways, the more imaginative the better.
- Paper:
A classic , from the tiny card to the sheet-like fold-out, the variety of this medium is endless. It is so common that several people have already been crushed to death by avalanches of propaganda that had accumulated in their mailboxes.
- TV:
Currently television programs are small spaces that appear between eternal minutes of propaganda. It is not that time to go to piss: it is that you can prepare a dinner, eat it, make love with your partner, take a shower, read a book (if you are Stephen King you can even write it) and you still have time to see the latest advertisements before the program continues that you have already lost any interest you had.
- The nude:
There are few things that attract more attention than the naked body of a (or a) model, with its shape shaped by little eating and a lot of exercise. If it is also run by a volunteer, it is an extremely cheap method, which is why it is preferred by businesses with little liquidity. It is a pity that I never leave a nude model (or a) nude model as propaganda in the mailbox. (The first to do it I buy whatever)
- Direct physical attack:
It is the favorite of sectarian and / or religious groups. There's nothing more convincing for you to change your religion than two guys dressed as Agent Smith robbing you down the street and trying to shove a book directly into your brain through your ear.
2.13 Types of propaganda
A) White or soft
Refers to self-promotional messages using words and images. In campaign, she exploits the image of the candidate associating it with values, national symbols, character traits and leadership capacity. It is based on magical thinking, promises and emotional appeals that, due to the demand of the television broadcast, are transformed into theatrical and staged appearances. It also seeks to motivate the voter to vote. They complete this positioning, the improvement of the physical appearance and the media coaching to learn techniques to speak and act in front of the camera. Today the contribution of traditional and non-traditional advertising is essential.
B) Gray or moderate
It refers to a competitive but not malicious use of words, images and actions between rivals. It exploits a competitive approach to overcome the rival, although it is less aggressive than Black. It targets confusion by using ambiguities, “flagged cards”, evasions, generalizations and labels to attract attention or manipulate its recipients towards what could help its mission and / or dislodge its rival. It clouds logic and critical analysis with half-hearted messages and stories that never allow us to reach accurate conclusions but are associated with latent emotions and collective or individual interests.
C) Black or malicious / wicked
It refers to a malicious use of words, images and acts between serious rivals and enemies.
The above information will give us the guidelines to guide us in the realization of the proposal for Canacintra in this case concepts of Market Research, services and propaganda are shown
CHAPTER III CURRENT SITUATION OF CANACINTRA
In this chapter the current situation of CANACINTRA will be shown, according to the target market to which it is directed, the advertising and promotion that is carried out, for the training courses, events and services offered to the industrial sector. This with the aim of knowing in its entirety the National Chamber of the Transformation Industry.
3.1 Canacintra
The National Chamber of the Transformation Industry is a strong institution with legitimacy and representation, with clear principles and commitments. It is the most important business body in our country in relation to its size, structure, services, representativeness, and cooperation and communication schemes.
It is recognized at the national level since the headquarters are in Mexico City, there are also 79 other delegations in the rest of the country such as Guadalajara, Tijuana, Mexicali, Chihuahua, among other states.
Its coverage and infrastructure nationwide allows it to directly meet the interests and needs of affiliated companies.
It has communication as it is in, Institutional presence folder, Press synthesis, Promotion and dissemination of Industrial products and services through the Enlace Magazine, (it is important to mention that all this is with preferential costs for members), Press conferences, Approach with opinion leaders, Participation in television and radio forums, this applies some restrictions. It also has communication and liaison with other delegations to send the actions and activities developed by the national headquarters areas for their dissemination among the affiliates.
CANACINTRA has a good representation since it has a very good relationship with the main government entities, offering the opportunity to have direct access to the approach of our problem taking advantage of our representation structure before SHCP, IMSS, INFONAVIT, STPS, SAT. CFE.
It also has advice on business meetings, training, conferences and workshops for companies in the area, Intellectual Property (Industrial Property and Copyright).
It also has links with educational institutions in terms of collaboration agreements for the use of training, social service and professional practices for the benefit of our affiliated companies, Generation of actions through the Municipal and State government for the development and Maintenance of industrial zones of the municipality, with the aim of achieving growth and promoting the attraction of new investors.
3.2 Services
These are the services that Canacintra offers to the industrialists of San Juan del Rió.
- Specialized consultations Coordination and support in the participation of international trade fairs, missions and events Technical, operational and human development training Industrial linkage to national vinel, making participation in the chamber the key to determining productive chains Promotion of business opportunities.Promotion in the "Offers and Demands" program nationwide.Registration with the Mexican Business Information System. (SIEM) Alliances and agreements between entrepreneurs.Diffusion and permanent promotion of industrial products and services.Attendance at forums, conferences, breakfasts with other industrialists Canacintra México National Information on economic matters Support in the management of official procedures Promotion and dissemination of the job bank:It is important to mention that this service is offered to the entire San Juan community and not only to affiliated companies. Taxpayer Syndicate: support in addressing specific problems arising from the operation of the tax administration. Weekly Information through the Electronic Bulletin: This Information is provided electronically to the companies that are in the directory every Tuesday, with outstanding and important information from the industrial world and promoting a different company in each bulletin Business Directory: this is classified in 2 in the municipal and regional where the municipal one only includes San Juan del Río, and the regional one includes León, Querétaro, Saltillo, San Luis Potosí and the Federal District and San Juan del Río, which is provided in electronic and complete form only to affiliates,and with cost for non-affiliates Legal: Legal advice and guidance in the tax, labor, commercial, foreign trade and administrative areas Link and financial support programs for equipment: HYR PYME SOFOL equipment fund, with a fund of 500 million pesos for support to SMEs (Loans of $ 300,000.00 to $ 1,500,000.00 for equipment, with a fixed annual rate of 10%. Terms of 5 years. And without mortgage guarantee Module México Emprende: An instance that gathers programs and services in a single place, offering attention comprehensive in an accessible, agile and timely manner, to meet the development needs and aspirations of entrepreneurs and SMEs, according to their size and growth potential, the support to achieve this is available to MSMEs in the Mexico Emprende Centers.,that meet the needs of entrepreneurs, according to five business classification criteria: Entrepreneurs, Microenterprises, SMEs, Gazelles, and Tractors, the support is in Financing, Management, Training, Marketing and Innovation.Implementation of QUALITY Systems Certification in ISO 9001: 08Linking to State and Federal Government support programs
3.3 Agreements
CANACINTRA has agreements with some establishments which offer discounts when acquiring their products or services, this is in order for the members of Canacintra to enjoy these discounts when using the Canacintra Plus Card.
Living and learning: Languages (ENGLISH AND FRENCH) with a more effective pedagogical process and in less time, using a natural learning system. Offering our partners the Business Plan, where it decreases up to 50% of the cost of a normal course.
Ch club: 1 month $ 600.00 free registration, discounts in 3, 6 and 12 months, Includes Tae-Bo, Aerobics, Spinn, Cardiovascular, Cardi Rhythms, Kick Boxing, Showers, Pool, Steam, Cafeteria.
ETN: 10% discount.
Notary Four: 50% discount on notarial services.
Dental Surgeon Érick ortega García: 15% in cleaning, amalgams, resins and extractions within the office; 10% in fixed and removable prosthesis; dental revision and cleaning service in the same company.
Executive scholarships: Discount scholarships for members and their immediate family members, to pursue high school and higher education studies at professional and postgraduate level, language center and continuing education programs.
Psychometric Tests: Application of Psychometric Tests, with the benefit of hiring the staff that covers your needs.
Scholarship program cass / seed georgetown university ac: CANACINTA Collaborates with the University so that the scholarship holders of the Program carry out their professional internships in the affiliated companies, in the same way we send applicants for the two-year scholarship, related to higher technical training.
Impala Hotel: Preferential rates, American Buffet Breakfast $ 75.00, preference for your reservation even when there is no availability. Preferential rates for food and rooms.
Holiday inn express: Special Rate for our members $ 850.00 (Single or double room per night). + American Buffet Breakfast + Free Transfer up to 10 kms. around. (Previous reservation) + Free Transfer Airport-HotelAirport (Previous reservation) + Free Transfer Hotel-Company-Hotel. + Courtesy on local calls and 01-800. + Snack bar from Monday to Thursday from 6:30 p.m. to 8 p.m.
Colonial hotel: 10% discount on the different rooms it has.
Argos microinsurance: Life insurance designed for the low-income population according to their protection needs and their ability to pay (in a timely manner).
Siem: Directory of the government of the Republic to promote companies through a search divided by sectors. Sign up through us.
Car insurance: Participate in the Car Fleet, with the benefit of a preferential rate for being a CANACINTRA sjr member, in addition to the granting of minor medical expenses membership.
Corporativo juridico morales Gutiérrez y asoc: Counseling by specialists in Intellectual and Industrial Property and Copyright.
Dispatch Silva, chan, Vázquez & reyes: Free Consultancy and preferential costs in tax and labor matters, commercial, civil contracts and administrative, agrarian, migratory and foreign investment processes, among many more.
La Venta, hotel hacienda: It is an old hacienda from the 18th century, it offers its visitors 36 rooms equipped with wireless internet service, satellite TV, air conditioning, heating and room service. International food restaurant, Lobby Bar and Bar. Business center and rooms for social events or work meetings. Heated Pool. Preferential cost for members of CANACINTRA.
Electric power cfe: Benefits the company in contracting or expanding the demand for electric power greater than 200 kW. In rates 8 and 12 of the contracted demand.
Conevyt certification: Basic education study center for the benefit of company workers and their families.
Loans to grow: Benefit aimed at all company employees to improve their homes.
Fogao gastronomic group: Offers CANACINTRA SJR members a 10% discount on general consumption.
3.4 Membership costs:
There are two ways to join Canacintra as a natural or legal person, Membership costs range from $ 2,500 as a minimum fee and up to $ 20,000 as a maximum fee. The fee to pay depends on the number of employees that the company has and the range of sales it has, this is divided by each other and thus the amount to be paid is obtained. The fee is paid annually and it is important to note that no company is obliged to join any Chamber.
3.5 Target market
Canacintra's target market is: Los Industriales de San Juan del Río.
3.6 Training Program
Website: es.wikipedia.org/wiki/Servicio
Website: www.promonegocios.net/…servicios/caracteristicas-servicios.html - 08/16/2010
Uncyclopedia.wikia.com/wiki/propaganda
hnagabrielafsp.wordpress.com/2010/…/tipos-de-propaganda
3.7 Companies affiliated with Canacintra
The affiliated companies are 56 and are differentiated by their size, business and target market to which they are directed.
3.8 Facilities
Canacintra facilities are in good condition and although they are small, it has what is necessary. This is how the facade looks.
It has a parking area and some green areas.
It is important to note that a remodeling was carried out which was very successful for CANACINTRA where it favored the space of the offices and conference rooms as well as giving a better presentation.
The camera is located in the new Industrial Park, a place very little traveled by people, only by personnel who work in some neighboring companies and by people who come to look for work, it should be noted that although it is not a very busy place, the camera It is located in a strategic place since it is surrounded by companies which are the target market.
3.9 Current Promotion that CANACINTRA has
3.9.1 Flyers
The promotion used for the training courses is through flyers which are sent electronically to all the companies that are registered in the directory, it is worth mentioning that the design of the flyers are very good, some examples of the design below.
3.9.2 Triptych
They have a triptych that is distributed at fairs or expos. Its objective is to make the Chamber known, in addition to spreading that CANACINTRA is an organization that cares about the well-being of San Juan companies.
3.9.3 Pencils
CANACINTRA uses pens as promotional material, these are distributed at fairs and expos where it participates.
3.9.4 Training Cycle
The training cycle of the courses offered is carried out every month, it includes all the promotional flyers for each course and the training program where the name of the course, hours of duration, time of entry and place are specified. In addition to the costs, this type of promotion is very good since it is directed to the Human Resources department, it is worth mentioning that although it does not have the impact it should have, there are some companies that do participate in the courses, already that the promotion is delivered in black and white and in a beige envelope.
3.9.5 Participation in forums, fairs and conventions
The chamber participates in various events in order to publicize the chamber, such as those already mentioned above, one of the most recent is participation in the San Juan del Río fair where a small stand was placed where information about vacancies was provided. of the job bank and information of some programs of México Emprende, all this with the purpose that the Sanjuanense citizenship know Canacintra.
3.9.6 Electronic newsletter
The newsletter is produced every Tuesday and is sent electronically to all the companies that are registered in the directory, in order to inform entrepreneurs of future events and relevant news that happen in the industrial world, in addition to each Tuesday promotes an affiliated company, where the services it offers are made known, where they are located and the promotions they have, among other things, as shown.
Newsletter (example of the information it carries).
3.9.7 Website
The company has a place on the Internet which allows it to reach more public since it is currently a mass media, where there is a space to provide information on vacancies that arise during the week, as well as events to be held, business support programs as well as a video showing the services it offers and mentioning that it is Canacintra.
3.9.8 Video
Currently there is a video, which shows what Canacintra is, what its function with the company and the services it offers, this is disseminated on the Canacintra official page, in addition to delivering it by CD to prospective companies, you can also see in the emails that are sent from Canacintra to the companies since there is a direct link to the video.
3.9.9 Regional directory
The company has the regional directory which is of great import since it is a means by which the companies included in it are promoted, since this is provided electronically to the affiliated companies and at a cost for the non Affiliated with others that some suppliers go to the chamber to acquire it, it is a very feasible means to promote the services or products offered by companies.
3.9.10 Insertion in printed media
- Newspaper: There is the publication of some articles of great importance for the industrial world in the newspaper, this is done in order to keep the citizens of San Juan del Río informed with the activities carried out by the chamber. Some printed media are: the Rotative, AM, Reforma, the Diario de San Juan among others. Revista el transformador: This magazine is published every month, it is a type of promotion at the national level since the magazine reaches several states, usually only national Canacintra events are published.
3.9.11 Issuance of newsletters to the media
Several bulletins are made that are sent to the different media such as newspapers, with the intention of publicizing the news or events that the Chamber carries out.
3.9.12 Press conferences
Press conferences are held so that businessmen stay informed of current issues.
3.9.13 Interviews
On some occasions interviews are conducted in the chamber with the president of Canacintra where they are broadcast on various channels such as channel 72 among others, this in order to make known to the San Juan citizens the concern that the chamber has to improve some aspects of the industrial company as well as make some comments and recommendations to the world of economic policy.
3.10 Competition
CANACINTRA does not have direct competition in San Juan del Rio, so we only mention indirect competition which are:
The industrial association of San Juan Del Río, Qro., AC
It offers activities such as the following: Training course at all levels, informative events with specialized speakers on important topics that concern the industry, communication with authorities, participation in the development of Urban in the city, participation of the industry in achievements and support to the community, promote the spirit of help with the community service facilities, They maintain cordial communication between the industrial environment, currently being 60 associations, exchanging important information, linking between universities, industry and society.
The services it offers are: Constant support such as advice on aspects of accounting, legal, labor relations, Bibliographies of official and informative documents, socio-economic data bank of the area, support in service procedures or authorizations before government offices, companies installed and to be installed in this locality, job bank, newsletters, support for events that the companies require since they have some rooms. Among others. They currently have more than 50 companies registered in their directory. It is located at Av. Fulton # 5, Col. Valle de Oro, San Juan del Río, Qro.
CANACO SERVYTUR (National Chamber of Commerce, Services and Tourism.
It is aimed at small businesses and offers its affiliates some benefits such as: Commercial agreements, Infonavit employment and advisory services, training and conferences, cable channel, use of an auditorium, UNIVA scholarships, SIEM internet presence, advisory and licensing procedures. municipal, accounting movements, legal advice, accounting advice, trademark registration, funeral expenses insurance, payment of fines (procedure). The fees to be paid are annual. It is located in Mina # 72 Esq.
Morelos, Col, Centro, San Juan del Río, Qro.
3.11 Distribution channel
In this chapter we were able to realize the current situation of Canacintra by conducting an in-depth analysis which helped us to learn more about the internal and external factors of the company in such a way that we can formulate appropriate strategies to raise them in the next chapter.
CHAPTER IV
PROPOSALS TO ACHIEVE GREATER PARTICIPATION IN THE TRAINING COURSES
In this chapter the proposal of a market investigation will be presented to find out what services the industrialists of San Juan del Rio require, why they do not participate in the training courses and how they perceive Canacintra.
After analyzing Canacintra (in services it offers to industrialists) in the time of stay, the opportunities that are had were evaluated and it was detected that the potential market located in San Juan del Río, is a difficult market to identify its needs.
So it is necessary to carry out a market research to identify the needs of the market having a high level of reliability.
4.1 Purpose of the proposal
The objective of the proposal is to find out why the companies affiliated and not affiliated with Canacintra do not participate in the training courses that are offered to them monthly and to identify which companies are not aware of the services that Canacintra offers them.
4.2 Research objective
Identify why companies affiliated and not affiliated with Canacintra San Juan del Río, do not participate in training courses if they have great facilities such as: accessible costs, quality of work, extensive knowledge in the market, speakers with great prestige, a pleasant atmosphere as well as excellent service, as well as identifying the needs of the industrial company.
4.2.1 Social objective
Satisfy the needs of the industrialists of San Juan del Río, through good services that meet the needs, desires and expectations of the Industrialists.
4.2.2 Economic objective
Know or determine the economic degree of success that can be had when implementing a service or a training course for the company.
4.2.3 Administrative objective
Have a notion about development, through planning, organization and control of resources to meet market needs.
4.3 Problem or area of opportunity
- Problem: Lack of positioning in the companies of San Juan del Río. Since CANACINTRA is very little recognized by San Juan companies because some of them have heard about the camera but are really unaware of what it offers. Opportunity: The industrialists of San Juan del Río currently need constant training, that is why CANACINTRA has a directory of the municipality where it has information on the companies of San Juan del Río with which it has greater contact and contact with the managers.
4.4 Analysis Questions
- Why do the industrialists of San Juan del Río not participate in the training courses? Does the target market of Canacintra know the services offered to them? According to the industrial needs, what services would be implemented? The training courses What does Canacintra teach meet the needs of the company?
Hypothesis
- H1 Industrialists in San Juan del Río do not participate in training courses because they are not of interest H1 Industrialists in San Juan de Rio do participate in training courses because they satisfy their needs H2 CANACINTRA's target market does know the services H2 CANACINTRA's target market does not know the services it offers H3 The industrialists of San Juan del Río do require new services that are constantly updated H3 The industrialists of San Juan del Río no longer require new services that currently cover your needs.H5 CANACINTRA if it meets the needs of the company because it teaches courses of great interest.H5 CANACINTRA does not cover the needs of the company because the courses are not of interest to you.
Kind of investigation
A Quantitative investigation will be carried out since it is desired to know how many companies know Canacintra and how many are unaware of the existence of it, as well as to have knowledge of how many of them participate in the training courses and how many do not.
Determination of sampling
Our plan will be based on market research, using the simple random sampling technique with a confidence level of 95% and a margin of error of 5%, the market segment is the industrials of San Juan del Río, of a size micro, small, medium and large of different turns.
To determine the number of companies, we turned to the Canacintra directory updated in 2009.
Information provided by the administrative staff of Canacintra.
4.8 Survey
CANACINTRA San Juan del Rio, in order to improve the quality of its services, has prepared this questionnaire.
4.9 Survey application
The questionnaire will be applied to 152 companies in San Juan del Río, which are registered in the Canacintra directory
The questionnaire will be carried out by telephone and will be carried out through a trained person who will carry out the compilation, analysis and interpretation of the results, the application of the survey will be carried out to the Human Resources Managers, who will be asked to Answer as honestly as possible in order to get more realistic results.
According to the questionnaire, certain key questions will be observed in which the answers that will help us determine our objectives will be reflected.
4.10 Analysis based on the Surveys
Here an analysis will be carried out based on the surveys carried out, in order to answer the research questions.
Since for Canacintra it is of great importance to know why the industrialists of San
Juan del Río do not participate in the training courses
4.11 Result of analysis questions
According to the research questions answered previously, each one with its respective hypothesis, now each one will be answered in this space, according to the analysis already carried out before, a graph will be placed in order to support the answer in such a way that it is statistically verified what is being reflected and thus have a greater degree of reliability in the response.
4.12 Interpretation
Once the interpretation will be made according to the hypothesis raised at the beginning, each question will now be answered with certainty since at this point we have the necessary foundations for an adequate interpretation according to our point of view and without leaving aside the result of the investigation carried out.
Now it will only depend on the administrative team to start working on a strategy to improve the negative points that arise in the investigation and reinforce the virtues of CANACINTRA.
4.13 Activities carried out during the time of stay
Curriculum vitae
A Canacintra Curriculum was prepared with the intention of compiling information which is disseminated among the affiliated companies to publicize the organization and the services it offers to the member company and the rest of the target market.
Database on the job bank
A database was created that describes the number of people who come to Canacintra in search of work in which their name, schooling, name of the vacancy is specified which asks for information, experience, age and telephone number with the intention of having a monthly report of the people who come looking for work, in addition to identifying their academic profile in order to be able to link them with the companies that at a certain moment require their work.
Applicant Business Base
A database was made of the companies that publish their vacancies in the Canacintra with the intention of having a monthly record of the vacancies that we have in force and covered in addition to having registered the name of the person who filled the vacancy if it was linked by the chamber or by another body.
Preparation of a box for the job bank.
A box was prepared with the intention of remodeling the place where the vacancies that arise are placed and thus give it a better presentation.
"The activities carried out were handed over to Canacintra"
4.14 Proposals for CANACINTRA
1.-Implementation of file by affiliated company and prospect:
It is proposed to carry out a file per company, in order to fully know our target market and thus be able to identify the needs depending on the business line of the company, in order to satisfy our target market.
A) It is proposed to start by making the file first to the affiliated companies and then continue with the prospective companies. B) This information is proposed for the completion of the file.
- Name of the company or company nameGiroMissionVisionObjectivePoliciesFODAT analysisSizeNumber of EmployeesAddressPhones Names of human resources personnel.Organization of the entire company.Products or services offered.Training courses taken before by the company.
Benefits:
- Greater knowledge of our target market Greater opportunity to detect needs Have knowledge of weaknesses and strengths Have sequence and knowledge of the training courses that the company takes with us Know how to approach the prospective company.
2.-Seguminto of the schedule of visits for companies
It is proposed to follow up on the schedule with the intention of visiting at least 2 companies per week, to know their needs and make the company feel that it is important for the Chamber.
- It is proposed that a member company be visited and one prospect per week that the visit is carried out in a single day to have the other days free to cover the work generated in the chamber, the control of the agenda is carried out by one person It is proposed that the visit be carried out by the Manager or Training Assistant as it has been taking control of each of the appointments.
Benefits:
- Greater promotion and dissemination of the Chamber Greater knowledge of the organization among the Directors of the companies Greater participation of the partners Greater detection of needs Greater number of affiliated companies
3.-Implementation of agreements with businesses in San Juan del Río for the implementation of color advertising.
This proposal is made with the intention of showing the advertising on the training courses that are offered in color and that it is not so expensive.
For this, it is proposed to detect businesses or establishments which are interested in making themselves known or promoted in industrial companies, as well as setting appointments with the owners of the establishments to agree on the time of the agreement and fix the publication.
A) Expenses
Sharing the advertising expense between the business and Canacintra or by a percentage.
B) forms of publication:
- That the printing is made on the one hand the flyer with the information of the training course and on the other hand the promotion and information of the establishment. That the printing is made by both parties placing in each of them a flyer with information about Training courses and apart from the promotion of the business, either leaflets or flyers, these would only be included in the package that was delivered to the company.
C) Mode of delivery:
It is proposed that the package be delivered a month before, in cellophane bags since this material is provided to attract attention for its visibility and thus achieve the expectations of managers and make them interested in one of our training courses.
Benefits:
- Greater participation in training courses Greater interest in the monthly Training cycle Better image for CANACINTRA.
4.-Implementation of tables.
It is proposed that representative tables be implemented with the services offered by CANACINTRA, these for placement in the training rooms, in order to give a different image and to relax the view of the participants.
Benefit:
- Better presentation
5.-Implementation of Training for the internal personnel of CANACINTRA.
The implementation of constant training is proposed for Canacintra's administrative staff with the intention of keeping staff motivated to always be at the forefront of the target market.
Benefits:
- Greater Motivation Better Work Performance Better Teamwork
7.- Implementation of chairs and Plants
Chairs and plants are proposed to be implemented in the area where the job bank is located with the intention of having a better environment, a better presentation and attention to the people who come to CANACINTRA.
8.- Implementation of blouses with the CANACINTRA logo for staff.
This is proposed in order to promote Canacintra among the citizens of San Juan since it is a very effective advertising medium, in addition to giving a better presentation inside and outside the offices.
In the content of this chapter, you can see the proposals made to the National Chamber of the Transformation Industry in order to always improve and implement continuous improvement, it should be noted that Canacintra is a body with strong legitimacy among the industrialists of San Juan de Río and that it is a pride that people like those who work in it, have done a great job to get ahead in the middle of this Economic Crisis, without leaving aside the path that has to be traveled to achieve that CANACINTRA's target market knows this great Organism completely.
CONCLUSION
This project was developed in order to identify the needs of the target market of Canacintra and identify why the industrialists of San Juan del Río do not participate in the training courses, to meet the objective, the proposal was made to carry out a market research the which consists of several stages, those already set out before, for this it is important to mention that to make this decision a previous evaluation had already been carried out, which did not have the expected success, so with the results obtained, the decision was made to raise the investigation Market modified some aspects which were analyzed to have a higher level of reliability.
In this aspect, work was done so that CANACINTRA had a better position within its target market and in the same way to identify the needs of the Industrialists since it is important to mention that the Companies are not obliged to belong to any Chamber.
BIBLIOGRAPHY
- Information provided by the Lic. Eridani Rios Romero, Manager CANACINTRA.Información provided by the administrative staff of CanacintraZIKMUND William G . Market Research, Sixth Edition, Publishing Prentice Hall, Edo. De México 1998, p.4, 5.FISCHER LAURA, Marketing, Third edition, McGraw-Hill editorial, México, DF2004, p. 155.Churchill Jr, Gilbert A, Investigación de Mercados, translator Jorge Blanco, Fourth edition, Editorial Internacional Thomson Editores, México, DF2003, P.314 Website: es.wikipedia.org/wiki/Investigation-15\08\2010 Website: es.wikipedia.org/wiki/Servicio Website: Inciclopedia.wikia.com/wiki/propaganda Website: hnagabrielafsp.wordpress.com/2010/…/tipos-de-propaganda
