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Transcript of Administracion Gastronomica Power Point 1
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INSTITUTO ARGENTINO DE GASTRONOMIA
Administracin gastronmicaC A R R E R A D E P R O F E S I O N A L G A S T R O N M I C O
Power Point
CPG
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INSTITUTO ARGENTINO DE GASTRONOMIA ADMINISTRACIN GASTRONMICA | PWP
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ADMINISTRACIN GASTRONMICA
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PAUTASGENERALESPARALAMATERIA
Rgimendeasistencias:2faltassolamente,tenganencuentaqueesuncadenadeconocimientos.
Setendrunatoleranciade10minutosparaingresaralasclases.
Eldadelexamendeberntraercalculadora,noseaceptarantelfonosnisimilares.
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Introduccingeneral
AdministracinyComercializacinGastronmica
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INTRODUCCINGENERAL
Enfoqueempresario
Enfoquetcnicoprofesional
LaComunicacinmensajeemisor receptornegocio clienteprofesor alumno
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MARKETING:Tcnicaquecomprendelainvestigacindemercadosparaarribaraldiseodeunproducto.
ADMINISTRACIN:Planificacin,organizacinycontroldelosesfuerzosrealizadosentodaslasreas,paraalcanzarlosobjetivosdeseados.
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Propuestadecomercializacin
Compulsiva Estratgica
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ComercializacinCompulsiva
La venta compulsiva
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Enquconsiste?
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MarketingEstratgico
Puedeadmitirsequeenciertoscasosunalevepresinenlasventasseaavecesnecesaria(estoserelMarketingCompulsivo).
PeroelobjetivodelMARKETINGESTRATGICOserenconvertirensuperflua(casiintil)alapresindeventa.
Elfindelmarketingestratgicoesconocerycomprendertanbienalcliente,demaneratalqueelproductooelservicioestnaturalmenteadaptadoasusnecesidadesysevendaporsmismo.
PeterDrucker(1973)
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Entoncesdedndepartimos?
De las necesidades y deseos del cliente NOIRENCONTRADELACORRIENTEDEL
TARGETQUEHEMOSELEGIDO
Fabricad lo que podis vender, antes deintentar vender lo que podis fabricar
General Electric (1950)
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EL CASO TAURUSTradicionalmentelasempresasautomotrices(fabricantesdeautos)todalavidaactuaronas:
En1992laFORDrealizunaencuestaentrelagenteyenresumeninvestiglosiguiente:Cmoquers queseatuauto?.
ElresultadodelaencuestallevalaproduccindeunautomvilcuyomodelofueelTAURUSLaventadeesemodeloresult:.
INGENIERA PRODUCCIN VENTAS CLIENTE
XITO TOTAL
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Eldiseodelproductofinaldeberatenderacubrirtodaslasnecesidadesdelserhumano.
NoslolasdelArteCulinario,comosimplementealimentarse.
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Econmicas
ArteCulinario
NecesidadesdelClienteGastronmico
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Soportesfsicos
Emocionales
NecesidadesdelClienteGastronmico
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Paradisearycomercializarunproducto
Sehacenecesarioestudiarmarketingeinvestigarantesquenadaalos3actoresdelmercadogastronmico:
ELCLIENTENOSOTROS
LACOMPETENCIA
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Enquconsiste? Enproducirycomercializaralimentosybebidassolamente?
encambioproducirycomercializarunaMESADESERVICIOS
DefiniendoelProductoGastronmico
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ALIMENTOSY BEBIDAS
1
SOPORTESFSICOS
2
SERVICIOSEMOCIONALES
4
El producto es TODO!!!
SERVICIO DEL SALN
3
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LASCUATROTIENENQUEESTARALMISMONIVEL
Denoseraslamesavaatambalear,Yelproductoserdesprolijoydesparejo.
Lapalabrasclavesson:COHERENCIAARMONA
LaMesade4patas
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ALIMENTOSY BEBIDAS
La Carta (contenido)SaboresOloresTexturaVista - ColoresPuntos de coccinTemperaturasCrujientesCantidadadecuadaFrescuraUniformidadVariedad de Opciones
SOPORTESFSICOS
AmbientacinLa Carta (diseoGrfico)MobiliarioManteleraVajillaUbicacinDecoracinIluminacinMsicaClimatizacinAcsticaHigieneCarteleraEquip.CulinarioEstacionamiento
SERVICIOSDE SALN
CordialidadCortesa
Contacto VisualSincronizacin
InvolucramientoActitud Positiva
TactoVocacin de
ServicioRapidez
LenguajeAnticipacin al
deseo del clienteHigiene
SERVICIOSEMOCIONALES
Relacin Precio Calidad
ReconocimientoAfectoStatus
PrestigioGlamour
CholulismoSeguridad
PertenenciaEsparcimiento
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ElProductoFsicoElProductoServicio
DiferenciasfundamentalesentreunPRODUCTOFSICOyunPRODUCTOSERVICIO
LASERVUCCIN(Laproduccindeunservicio)
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PropiedadesdeloProductosServicios
1. SonIntangibles
Noselospuedetocar.
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2. SonHeterogneos
Noexistendosserviciosiguales.
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3. Sonperecederos
Noselospuedeguardar.
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4. Soninseparables
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5. Sonefmeros
Nacenymuerencasisimultneamente.
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NuestroProducto
VIVENCIAS = EXPERIENCIAS = SENSACIONES
GASTRONMICAS
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Serloquevendemos?
Serloquenoscompran?
ElProducto Otroenfoque
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LasCaractersticas
ElProducto
LosBeneficios
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LasCaractersticas(delProducto)
Rejas ---------------------------de hierro, macizo, forjado de 2 x 2 cm
Automvil Ford -----------------------------5 puertas, 4 ruedas, motor de 2400 cc.
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EjemplosGastronmicosLasCaractersticas
Delivery
-----------------------Entrega a domicilio
Ratatouille
-------------------------Guiso de hortalizas
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LosBeneficios(delProducto)
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EjemplosGastronmicosLosBeneficios
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Larealidadylapercepcin
EMISOR MENSAJE RECEPTOR
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En materia de psicologa:
LASCOSASNOSONLOQUESONSONLOQUEPARECENSER
Aquin?
AlRECEPTORdelmensaje
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LaEmpata
Ponerseenellugardelotro.
Esunaactitud,unahabilidadqueseexpresaenlosvnculosinterpersonales.
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LOQUEESBUENOPARAUNONOQUIEREDECIR
QUESEABUENOPARAELOTRO
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LaEmpata
Lagenteestsiguiendoaaqullosquerealmentelogranentenderculessonsusnuevosdeseos.
Siloimportantepasaporlavidacotidiana,aqullosquemejorpuedaninvolucrarseenlacotidianeidadtendrnmschancesdeseraceptados.
Hoylagentenoestcomprandoniproductosniservicios,nicarreraslaboralesalargoplazo.
LAGENTEESTCOMPRANDOEMPATAEnriqueOlivetto
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LosBeneficiosPercibidos
Estoes:LOQUEENREALIDADESTAMOSVENDIENDO
YenconsecuenciaesLOQUEENDEFINITIVANOSPUEDENLLEGARACOMPRAR
Lapercepcindelclienteeslanicarealidad
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LosBeneficiossonpercibidosportodoslosindividuos(todoslosTargets)
porigual?
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CadaTargetpercibeloquesonlosBeneficiosdeunamaneradiferente.
Porelloparadisearnuestroproducto,debemosestudiarcuidadosamenteculessonlosatributosquedebereuniresteproductoparaelTargetquelovaaconsumir.
Decirculessonlosbeneficiosmsrelevantes,paraelTargetalcualestardirigido.
NO!!
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YqueselTARGET?
EselPerfildelclienteobjetivo
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Debeconformaratodos?
NO!!!
DebemosserlosmejoresparaelTARGETquehemoselegido!!!
Nuestroproducto
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ALIMENTOS Y BEBIDASLa Carta (contenido)SaboresOloresTexturaVista - ColoresPuntos de coccinTemperaturasCrujientesCantidad adecuadaFrescuraUniformidadVariedad de Opciones
CLASE 2
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Lacontinuidadyuniformidadenlascantidadesypresentaciones
SehaceimprescindiblequeseconfeccioneelRECETARIOdndeademsdetodoslosdatostcnicosfigurelafotodelplatotalcualelclientesiemprelotienequerecibirdelamismamanera
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Estandarizacin de recetas
Nombredelplato Rendimientototal Tamaodelaporcin Listadeingredientes Mtododepreparacin Tiempodecocciny
temperatura. Fotografa
Instruccionesespeciales Costounitariodecompra Costodelingrediente Costodelareceta Costodelaporcin Preciodeventa Relacindelcostodela
materiaprima
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Losalimentos
Consuscualidadesculinarias(organolpticas)
Sabor Olor Color Textura Temperatura Ruido
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Texturas
Elrecalentamientoqueseproduceporelmarcadoslodebeserpracticadoalmedioda,porqueexisteavecesotranecesidaddelclientequeeslarapidez(Lunesaviernesalmedioda).
Encambioenelserviciodelanocheestodebeserdescartadoycocinartododeunviaje.
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OtroataquealaTexturaElpoderdeexpansindelagua
100
60
40
18
EXPANSIN
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Textura Elcongelamiento
Otracircunstanciaqueproducedestruccindetejidos,eselcongelamientolentodeaqullasmateriasprimasoalimentos,quecontienenagua.
Porelloaconsejamosnocongelarpollos,carnes,nipescadosfrescos.
Generalmentesedesarmanenelmomentodelacoccin.
Paraestosenecesitafrecuenciaenlacompradeesasmateriasprimasparautilizarelmtododereposicindeljust intime.
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TexturayRuidos
Loscrocantesycrujientesdebenemitirsuruidocaractersticoyofrecerlaresistenciaadecuadaalamasticacin.
Analizareldelivery.
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Temperatura de los alimentos
Elalimentocalientepierdetemperaturacuandoselomontasobreunplatofro.
PorelloesimportanterealizarelPRECALENTAMIENTODELPLATOVACOantesdesermontado.
OtroaspectomuyimportanteeslaSINCRONIZACINDELPERSONALDESALNPARAEVITARDEMORASENELDESPACHO(runners).
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Puntosdecoccincarnesrojas
FRANCSARGENTINO Bleu
Saignant
Crudo AuPoint
Apunto BienCuit
BienCocido
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Presentacinycolores
Ladecoracindelplato.
Ladecoracindemesasdebuffetymesasdulces.
Eldelivery.
Lospostres.
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Variedaddeopciones
Ennegociosdesaliracomer:TODASLASNOCHESYELSBADOYDOMINGOAL
MEDIODA
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Variedaddeopciones
Enocasionesdetrabajo:ENNEGOCIOSDEALMUERZOSDELUNESAVIERNES
ALMEDIODA
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Variedaddeopciones
Encomedoresescolares
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Variedaddeopciones
Encomedoresdeempresas
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SERVICIOSEMOCIONALES RelacinPrecio Calidad
Reconocimiento Afecto Status
Prestigio Seguridad Pertenencia
Esparcimiento
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PrecioadecuadoBUSCALAMEJORRELACIN
RELACIN PRECIOCALIDAD
Se fracasa tanto por cobrar demasiado alto o demasiado bajo
Un valor algo ms alto, segn la zona y el tipo de clientela, puede resultar en un "Valor Agregado" a la estimacin del famoso percibido del cliente.
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Involucramiento
Enlacarta,cuandofiguraunnombredefantasa.
Aclararingredientesysiesposiblealgnprocedimiento.
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Involucramiento
Elmozodebeconoceryexplicaringredientesyprocedimientos.
Estudiarlaposibilidaddetenerexhibidoresdealimentos.
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Involucramiento
Flambeadoalavista.
Elchefalsaln.
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Involucramiento
Cocinasalavista.
Lacocinajaponesa,sumiseenplace.
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Involucramiento
Autoservicio(Self service) SaladBar Platosfros Platoscalientes
Presentacindeanimalesvivos.
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Reconocimiento(delserhumano)
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Reconocimientodelclientehabitual
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Afecto ContencinPsicolgica
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Status Prestigio
SalnVIP.
TarjetaVIP.
Ambientacinfastuosaoimponente.
Elroldeldueo.
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Pertenencia
Hobbistas.
Aficionadosa:
Ciertosdeportesodisciplinas.
Albaile.
Alamsica.
Alarte.
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Seguridad
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CLASE 3SERVICIOS DE SALN
CordialidadCortesa
Contacto VisualSincronizacin
InvolucramientoActitud Positiva
TactoVocacin de Servicio
RapidezLenguaje
Anticipacin al deseo del clienteHigiene
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ElservicioDeleitaralCliente
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ElserviciodeSalnElP.E.C.
PersonalEnContacto
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Buenservicio
NO!!
Sibienelclienteaprecialaeficaciaydestrezadelosmozos,tampocosetratadequeelmozoactecomosifueraunacomputadora.
Poresorecomendamoseltratamientohumanizadodelclienteatravsdenumerosascircunstancias.
ELCOSTADOHUMANODELSERVICIO
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Servicio humanizado:
Amabilidad Cortesa Cordialidad
Demostrarconelgestodeunalevesonrisa(cuandocorresponda).
Sobretodoenelmomentodelarecepcinodeladespedida.
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Lanecesidaddesentirsebienvenido
Si nos hacen sentir como extraos, es difcilgenerar el deseo de volver al mismo lugar.La gente necesita sentir que se alegran de verla yque sus necesidades son importantes.
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Actitudpositiva
ElpersonalencontactodebetenerSIEMPREunaActitudPositiva.
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Tacto(Feeling)
Estomarladistanciacomunicacionaladecuadaacadaclienteycadacaso.
LEERLAMESA
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ActituddeServicio VocacindeServicio
Tampocosirvenlosmozosquedanservicioporqueessunicomediodevidaypeoresnada.
Generalmentelohacenconcaradeascoporquenolesgustaserviralosdems.
Tampocoesbuenoelotroextremo,delmozoservil.
ElSERVICIOPROFESIONALESUNEQUILIBRIOENTRELASDOSPOSICIONES.
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Sentidocomn
Pararesolversobrelamarchalosmltiplesimprevistosquesepresentanacadainstante.
Enlonuestroelquepestaea,pierde.
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Contactovisual
Cuandounclientelevantalamanoesporqueyalevantlavista4vecesynoencontrlavistadeunmozoqueselacruzara.
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Tcnicasdeloficio
PresentacinyCatacin delvino.
Trasladoybajadadelosplatos.
Precedencias.
Desbarase.
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EstafuncinesindispensablequelarealiceelMAITREoEncargadodelServicio.
Entrelosmozosentresyensufuncindeenlaceconlacocina.
Sobretodocuandoenunamesagrandesehacenecesariobajarmuchosplatosaltiempo.
Sincronizacin
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LenguajeverbalModeradoysinaltisonantes.
LenguajecorporalNoslosehablaconlabocasinoquetambinexisteellenguajegestual.
Enelmomentodelaquejadeunclienteconvienellevarlasmanoshaciaatrsymirarloalosojos.
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Anticipacinaldeseoonecesidaddelcliente
Antesdequesesientelamesadebeestarenperfectascondicionesdehigieneylamiseenplacedelavajillacompleta.
Antesquelasensaladas Losaderezos
Antesquelaspastas Elqueso
Antesqueelcaf Losendulzantes
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RapidezDIFERENTEENSALIRACOMER(LASNOCHESOELFINDESEMANA),QUEENOCASINDELTRABAJO(Lunesaviernesda).
Enestecasorecomendamosqueelprimerplatoestenlamesaconnuncamsde15minutosdedemora.
Alanocheestiramoslosplazos.
SIEMPREDEBEMOSSERRPIDOSENLACOBRANZADELACUENTA.
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SOPORTES FSICOS
La Carta (Diseo Grfico)MobiliarioMantelera
VajillaUbicacin
DecoracinIluminacin
MsicaClimatizacin
AcsticaHigiene
Cartelera y SealcticaEquipamiento Culinario
Estacionamiento
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Higiene
DelPersonal.
Delavajilla.
Delamantelera.
Delamesa.
Delsaln.
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Higienedelosbaos
CHECKLISTDELIMPIEZASPERIDICAS
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Iluminacin
Adecuadaa:
Laidentidad.
Eltarget.
Almomentodelda.
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Msica
Claseytipodemsicaadecuadoalaidentidadyaltarget.
Volumendelamsicaadecuadoaltargetymomentodelda.
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Climatizacin
Calefaccin.
Aireacondicionado.
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AcsticaSuperficieslisas
vs.
Superficiesonduladas
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Mantelerayvajilla
Adecuadaa:
Laidentidad.
Eltarget.
Tipodeservicio.
Losalimentos.
____________________________________________________________________________________________
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Mobiliario
Acordea:
Laidentidad.
Altarget.
Larelacinprecio calidad.
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Extraccindehumosyolores
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Estacionamiento,cuidacoches y/ovaletparking
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Diseodelproducto
Resultaimposibledisearningnproducto,sinoseestableceprimero:
AQUINVAAESTARDIRIGIDO
EsdecirculeselTARGETquelovaaconsumirycuntoestdispuestoapagar siledamosunbuenproducto(paraesetarget).
____________________________________________________________________________________________
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ElTARGETylaIDENTIDAD
PERFILDELCLIENTE IDENTIDADDELNEGOCIO
Laflechadeidayvueltasignificaqueestamosenpresenciadeunarealimentacinpermanente.
Nosepuedeadoptarunadeterminadaidentidadsinpensarenelclienteyalainversatambin.
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DEBEESTARCLARAMENTEDEFINIDO
CONCEPTO = CARCTER = IDENTIDAD
Paraevitarconfusionesdeidentidad
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PARALELISMOExistecasisiempreunciertoparalelismoqueamayor
identidad,sepuedencobrarmayoresprecios.
Alainversalaconfusindeidentidadhacebajarlospreciospromediosquelosclientesestndispuestosa
pagar.
APRECIACIN
IDENTIDAD
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Factoresquecontribuyenaformaridentidad
1. ElMen.2. Elnombre.3. Ellogotipo.4. Laambientacin.5. Elmerchandising.
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CLASE4
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ElMercado
LA COMPETENCIA
EL CLIENTE
NOSOTROSINTERACTAN
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NecesidadesespecficasdecadaTarget(SintonaFina)
Segmentacindemercado:
Implicamirarelmercadoagrupandoalosconsumidoresquecontienencaractersticashomogneas.
Identificaralosconsumidores,clasificarlosyagruparlosdeformasignificativa,paradetectaroportunidadescomerciales,conociendolasnecesidadesydeseosdelosmismos.
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LosdiferentesTARGETSdeClientes
CULTURAL Cultura
Geogrfico Clase social
Etnia
PERSONALESEdad y EtapaCiclo de vidaOcupacin
Circunstancias econmicasEstilo de vida
PSICOLOGICASMotivacinPercepcinAprendizaje
Creencias y Actitudes
SOCIALESGrupo de referencia
FamiliaRoles y Status
Cliente
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Casoreal Datosdelejemplo:
ConcesindelserviciodeBar CafyRestaurantedeunCLUBSOCIAL.
Ubicacin:EntreBarrioNorteyTribunales ViviendasCercanoa3Facltades.
IdentificacindelCliente
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1. Identificacindeltargetdelcliente.2. Adecuacindesoportesfsicos.3. Propuestagastronmica.4. DifusinyComunicacin.5. Operar.6. Conclusionesyretroalimentacin.7. Promocionarsegmentosflojos Happyhours.
Pasosaseguir
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SociosdelClub(S) Vecinosdeviviendas Delivery (D) Comercios:
DueosJefes(C)Empleados
Estudiantes(E)
Ubicarloseneltiempo:
IdentificacindelCliente
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DayHorario
Lunes Martes Mircoles Jueves Viernes Sbado Domingo
Desayuno8a9:30
Maana9:30a13
Almuerzo13a15:50
Tarde15:30a21
Cena21en
IdentificacindelCliente
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BOXdeServicios
Adecuacindesoportesfsicos
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Cartageneral(con10%)dedto.ASocios. CartadeCafeterayTragos. CartadeDelivery. Mende$35(almedioda). Mende$45 Mende$55 Menestudiantilde$30
PropuestaGastronmica
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Alosestudiantes:folleteraconlosmensyboxdeservicios.
Alosvecinos:Folleteraconcartadedelivery. Aloscomercios:FolleteraconmensdiariosenSalnycartadedelivery.
Alossocios:Circularinformandonuevaconcesinyrealizacindeeventos.
DifusinyComunicacin
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Desempeorealde3mesesDay
HorarioLunes Martes Mircoles Jueves Viernes Sbado Domingo
Desayuno
Maana
Almuerzo
Tarde
Cena
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PromocindesegmentosflojosHappy Hours
1. De9:30hs.a12:30HS.Cafexpress con2minifacturaspordelivery$15
2. Pidiendosucuentaantesdelas13:00hs.Tendr10%dedescuento
3.De16:00hs.a18:30hs.Cada2personasqueconsumanmscadaunamsde$50,00
Tendrnunaporcindetortagratis.
4.De18:00a20:00hs.Picadas.Tome2cervezasypague1
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Moraleja
IDEALDELNEGOCIOGASTRONMICO Vendertodoslossegundos, detodoslosminutos, detodaslashoras, detodoslosdas, detodoslosmeses, detodoelao
LA CONTINUIDAD !!!
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Quinesson?
Dndeestn?
Quhacen?
Cmolohacen?
Qunecesidadescubren?
AveriguacinbsicasobrelosCompetidores
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Competencia
TodolugardondeMIclientepuedaadquiriralgoparacomero
beber.
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NombredelNegocio Horarioenelquelovisitamos Amplituddellocal(medidas) Capacidaddemesasysillas Cantidaddeclientesyrotacin Presentacindelsaln Calidaddemesasysillas MantelesyServilletas Vajillaycristalera Msica,TV,pantallagigante Presentacindelpersonal Eficienciadelpersonal Cortesadelpersonal Calidaddelasmercaderas Abundanciadelasporciones Presentacinydelosplatos Higieneylimpieza
Modeloderelevamiento Integridaddelpersonal Posibilidaddeestacionamiento Estadodelosbaos Presentacindelacarta Integracindelmen Variedadyopcionesdelmen Variedadyopcionesdebebidas Exposicindelasmercaderas Sistemasdepromocin Mediosdepublicidadqueutiliza Otrosserviciosqueofrece Ubicacindellocalenlamanzana Mediosdetransporte Tamaodelavereda Aventamientosobrealfachada Cartelesymarquesinas Segmentacindelaclientela
PRECIOS!!!
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INSTITUTO ARGENTINO DE GASTRONOMIA ADMINISTRACIN GASTRONMICA | PWP
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CulessonSUSVentajasComparativas?
CulessuIdentidad?
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CulespodranserMISVentajasComparativas?
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INSTITUTO ARGENTINO DE GASTRONOMIA ADMINISTRACIN GASTRONMICA | PWP
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Nobastaconhacertodobien
EsnecesarioserDIFERENTE
SERELMEJORSLOPARAELCLIENTEQUEELEGIMOS
____________________________________________________________________________________________
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Elxitodependerdelograr
UNFUERTEATRIBUTODEDIFERENCIACIN
UNAFUERTEVENTAJACOMPARATIVA
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Local Vereda Cuadra ZonaEconmica mbitoComercial
LaUbicacin
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____________________________________________________________________________________________
NegocioSolitario.
PoloGastronmico.
PatiodeComidas.
Accesoriodeotronegocio.
Otros.
ElmbitoComercial
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Ventajas:
Desventajas:
LaCarta:
NegocioSolitario
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Ventajas:
Desventajas:
LaCarta:
PoloGastronmico
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PatiodeComidas
____________________________________________________________________________________________
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Accesorioaotronegocio
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ABC1
Lazonasocioeconmica
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Voyerismo,lavidrieraesmsvendedora.
Laubicacinenlacuadra
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Laesquinamsvendedoraengeneraleslaubicadaaladerechayalfrentedelsentidodeltrnsito.
Lasesquinas
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EnmanonicalamejoreslaDERECHA
Lasveredas
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Avenidas
____________________________________________________________________________________________
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CLASE5
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LaDifusin
PROMOCIN PUBLICIDAD
____________________________________________________________________________________________
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Promocin
Espromocintodaaquellainformacinqueseproponealconsumidorpotencialyqueexigeunainteraccinpersonalentrelaspartes.
YO CLIENTEMENSAJE
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Espublicidadtodaaquellainformacinopresentacinnopersonaldeideas,bienesoservicios,queserealizaenformapagayquesuponelautilizacindemediosdecomunicacincomorevistas,diarios,radio,TV,etc.
Publicidad
YO MEDIOS CLIENTECOMPROESPACIOS MENSAJE
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LaTRIPLECOINCIDENCIA de:
1. MIIDENTIDAD2. ELTARGETDELMEDIO3. ELPERFILDELCLIENTE
Esdecir:Quintelee?Quinteescucha?Quintemira?
Yconesonoalcanza,adems:Cuntosson?
CondicionesesencialesparaunaPublicidadefectiva
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Condicionesdelmensaje
Algunosconceptosbsicos
1. LAREPETICIN2. LAINCGNITA
3. LASBARRERASINHIBITORIAS
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LaRepeticindelmensaje
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LaIncgnita
____________________________________________________________________________________________
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Cuandoelclientequedeseamos,aqulparaquiendiseamoselproductointerpreta:
ESTONOESPARAMI
BarrerasInhibitorias
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UnaBarreraInhibitoriaLospreciosaltosdealgunospocosalimentosenla
carta
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Laambientacinfastosaodemasiadoimportantequeexcedealtarget
Otrabarrera
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EldineroatraealdineroLamiseriaatraealamiseriaLagenteatraealagente
Viejorefrn:
PNICOALVACO!!!
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Engastronoma:
1. Nuestraopinin
2. Laopinindelcliente
EvaluacinyControl
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____________________________________________________________________________________________
Enrestaurantes
Acercarsealcliente.
Mirarlosplatossucioscuandovuelven.
3.Elchefalsaln.
4.Despedirlocuandoseretira.
5.Elcompradorfantasma.
6.Lasencuestas.
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Encuestarnomsde4necesidadesbsicas.
Encuestarnomsde3cuestionesespecficas.
Espacioparaopinionesosugerencias.
Datospersonales(optativo). Daralgoacambiodesullenado.
Lasencuestas
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Documentoquerenetodalainformacindeunnegocio.
Defineelescenariodelnegocio.
Indicaquhacerycmohacerlo.
Identificaoportunidadesdenegocio.
PlandeMarketing
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1. Cartula.
2. Resumenejecutivo.
3. Cuerpoprincipal:
Introduccin.
Investigacindemercado.
ContenidosbsicosdelPlan
____________________________________________________________________________________________
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____________________________________________________________________________________________
Estudiodecompetencia.
Recursoshumanos.
Recursosmateriales.
Recursosfinancieros.
4. Anexos.
ContenidosbsicosdelPlan.
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SUPERAREXPECTATIVAS
____________________________________________________________________________________________
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Circuitodeflujodeoperaciones
DeterminarculessonlosCircuitosdeFlujodeOperacionesbsicos
EncadaCircuitodeterminarculessonlosPUNTOSCRTICOSDECONTROLdentrodecadaunodeellos
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Loscircuitosdeflujodeoperacionesmscomunes
ElCircuitodeCompras ElCircuitodepagos ElCircuitodealmacenaje ElCircuitodeProduccin(miseenplace) ElCircuitodeCoccin ElCircuitodedespacho ElCircuitodepersonal
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DETERMINACINDELOSPUNTOSCRTICOSDECONTROL
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Quesunpuntocrticodecontrol?
AGUJERO POR DONDE SE VA EL DINERO
____________________________________________________________________________________________
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Unavezdeterminadoslospuntoscrticosdecontrolrealizar:
Unplandeprocedimientos.
Monitoreo.
Accionescorrectivas.
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Ensntesisdebemos: Disear los Circuitos de Flujo de
Operaciones
Determinar dentro de cada Circuito de Flujo los puntos crticos de control.
Establecer un plan de procedimientos.
Monitorear (anlisis de los desvos)
Realizar medidas correctivas. Feedback
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Definicin deCOSTOS
Cmputosvalorizadosdelasmateriasprimas,lamanodeobra,losgastosgeneraleseimpuestosinsumidosenfuncindeciertascantidadeselaboradas.
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PorloselementosdelCosto. Porsuvariabilidad. Porlaformadeasignacinalproducto. Porreaderesponsabilidad. Porunidadesdenegocios. Porelmomentodesuclculo. Porelmtododeproduccin. Porlafuentedelosdatos. Porelmtododeclculo.
ClasificacindeCostosenelPlandeCuentas
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PorsusELEMENTOS
Materiasprimas
ManodeObrayCargasSociales
Impuestos
GastosGenerales
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Materiasprimas
Tambinllamadasmercaderas,oingredientes, sontodosaquellosproductostalescomo:carnes vegetales lcteosfiambres aves pescados especias etc.,queconstituyenlapartefsicadelascomidas.
Tambinmal llamadasAlimentos(Estadenominacinsolocorresponderaaplicarlaalalimentoterminado)
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Manodeobra
TambinllamadosCOSTOSDEPERSONALIncluyealpersonaldecocina,salndesdeelGerentealarecepcionistaLonicoexcluidodeesteconceptosonlasgananciasdelosdueos.
PERSONAL MENSUALIZADO
En relacin de dependencia
Dotacin Fija
Dotacin Permanente
PERSONAL EXTRA
Eventual
Temporario
Contratado
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Cargassociales
Sonaquellosaportesycontribuciones queelempresariodebeabonarenvirtuddeLeyes,DecretosoConvencionesColectivasdetrabajo,alosdistintosentesrecaudadores.Nolasretencionesalpersonal
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Gastosgenerales
Comprendenunagamamuydiversayvariadadecostosquenoestnclasificadosenlascategorasanteriores. Ejemplos:ALQUILERES PROMOCINYPUBLICIDAD LAVADERO SEGUROSEMBALAJES
DESCARTABLES ARTICULOSDELIMPIEZAREPOSICIONDEVAJILLASEGURIDAD ETC.
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Impuestos
Nacionales: Monotributo IVAResponsableinscripto IVAExento GananciasProvinciales: IngresosBrutosMunicipales: TasasyContribucio0nes
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CLASE6
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DESECHOSMERMAS
DESPERDICIOSDECOMISORESIDUOS
No es lo mismo:
Lo que se pierde en la cocina
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EsquemadeanlisisdelosDesechosyMermas
PESOBRUTOSUCIO(acomprar)Menos:Desechos
Igual:PesoNetoPesolimpioPesodelaMiseenPlacePesolistoparacoccinPesodelareceta
Menos:Coccin
Igual:PesoalplatoPesoCocidoPesolistoparaservir
Son sinnimos
Merma
Son sinnimos
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INSTITUTO ARGENTINO DE GASTRONOMIA ADMINISTRACIN GASTRONMICA | PWP
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Desechos:Losproducimosintencionalmenteenelmomentodelalimpiezadelasmateriasprimas
Desperdicios:LosproducimospormalapraxisenelArteCulinario
Mermas:ReduccindepesoporevaporacinPordescongeladoPordesangrado
Decomiso:LoproducimospormalapraxisenSeguridadeHigienealimentaria
Residuos:Sonlossobrantesdelosplatosqueelclientenohayaconsumido
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Clculodeun%deDesechos1.Pesarlamercaderaenbruto(cmoviene)(a)Kg2,400
2. Limpiarlasacndolelosdesechos
3. Pesarlamercaderalimpia(b)Kg1,700==============
4. Restar:Pesobruto Pesolimpio=Pesodeldesecho(c)Kg0,700
5.Frmuladelporcentajededesecho:
PesodelDesecho(c)=0,700 x100=30%deDesecho
PesoBruto(a)=2,400
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CRITERIOCONSERVADOR(CONTABLE)Damosalosdesechosporperdidos
CRITERIOEMPRESARIOTratarderecuperarlosdesechos
2CRITERIOS
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EJERCICIOn 1 Fiestapara200personas
Receta:TournedoconGalettedepapas
Cantidaddelareceta(limpia)=0,180kg(delomoporpersona)
Para200personasnecesitamos:200personasx0,180Kgc/u.=36,000Kg
limpios(netos)
CuntosKgs.enbrutotenemosquecomprar?
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Nobastaconcalcularyagregardirectamenteel%dedesechos.
Cuandocompremosconloagregadoenbrutoyprocedamosalimpiarlo,nuevamentetendremoseldesechodeldesechoyassucesivamente
Sehacenecesarioaplicarunafrmulamatemticaquenosdel:
FACTORDEDESECHOS
Nuncaalcanzar
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Factordedesechos= %dedesechos+1100 %desechos
Factordedesechos= PesoBruto.PesoNeto(limpio)
Dosfrmulasparasuclculo
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INSTITUTO ARGENTINO DE GASTRONOMIA ADMINISTRACIN GASTRONMICA | PWP
90
% Factor % Factor % Factor % Factor1 1,010 21 1,266 41 1,695 61 2,5642 1,020 22 1,282 42 1,724 62 2,6323 1,031 23 1,299 43 1,754 63 2,7034 1,042 24 1,316 44 1,786 64 2,7785 1,053 25 1,333 45 1,818 65 2,8576 1,064 26 1,351 46 1,852 66 2,9417 1,075 27 1,370 47 1,887 67 3,0308 1,087 28 1,389 48 1,923 68 3,1259 1,099 29 1,408 49 1,961 69 3,226
10 1,111 30 1,429 50 2,000 70 3,33311 1,124 31 1,449 51 2,041 71 3,44812 1,136 32 1,471 52 2,083 72 3,57113 1,149 33 1,493 53 2,128 73 3,70414 1,163 34 1.515 54 2,174 74 3,84615 1,176 35 1,538 55 2,222 75 4,00016 1,190 36 1,562 56 2,273 76 4,16717 1,205 37 1,587 57 2,326 77 4,34818 1,220 38 1,613 58 2,381 78 4,54519 1,235 39 1,639 59 2,439 79 4,76220 1,250 40 1,666 60 2,500 80 5,000
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Cmocalcularlacantidadbrutaacomprar?
1. Partirdelacantidadlimpianecesaria,delaReceta(Neto)
2. Calcularel%dedesechos
3. BuscarenlaTabladeFactordeDesechos elquecorrespondeal%determinadoen2.
4. MultiplicarlacantidadlimpianecesariaporelFactordeDesechos ubicadoenlatabla(1.X3.)=CantidadBrutaaComprar
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INSTITUTO ARGENTINO DE GASTRONOMIA ADMINISTRACIN GASTRONMICA | PWP
91
1. CantidadLimpianec
