1
MAQUINA DOSIFICADORA DE CHOCOLATE MC-2704
JENSY CAROLINA SOLANO CORREA MONICA ISABEL URBANO
Proyeco !e I"#e"$er%& !e 'ro!(co I
IN)* MA)ISTER AL+ARO RENE RESTREPO )ARCES Pro,eor
UNI+ERSIDAD DEL CAUCA FACULTAD DE IN)ENIERIA ELECTR.NICA Y TELECOMUNICACIONES IN)ENIER/A EN AUTOMTICA INDUSTRIAL POPAYN 2010
2
CONTENIDO
P#*
INTRODUCCI.N
10
1*
OBJETI+OS
11
1*1* 1*1*
OBJE OBJETI TI+O +O )ENE )ENERA RAL L
11
1*2* 1*2*
OBJE OBJETI TI+O +OS S ESPE ESPECI CIFI FICO COS S
11
2*
IN+ESTI)ACI.N DE MERCADO
12
2*1* 2*1*
DEFI DEFINI NICI CI.N .N DEL DEL MERC MERCAD ADO O
12
2*2* 2*2*
SE)M SE)MEN ENT TACI.N CI.N DEL DEL MERC MERCAD ADO O
12
2*3 2*3*
MERCADO META
1
3*
MARCO DE REFERENCIA TECNOL.)ICO
15
3*1* 3*1*
TECN TECNOL OLO) O)/A /A DE PROD PRODUC UCTO TO
15
3*1*1* 3*1*1* Pro!(c Pro!(co o & 'roce& 'roce&rr
15
3*1*2* A"6$$ A"6$$ !e ,("c$o"e ,("c$o"e !e6 'ro!(co 'ro!(co e$e"e e$e"e e" e6 8erc&!o 8erc&!o
19
3*1*3* A"6$$ A"6$$ !e ,("c$o"e ,("c$o"e !e6 'ro!(co 'ro!(co & !e&rro66&r !e&rro66&r
22
3
3*2* 3*2*
TECN TECNOL OLO) O)/A /A DE PROC PROCES ESOS OS
2:
3*2*1* F&;r$c&c$<" F&;r$c&c$<" !e c=oco6&e c=oco6&e !e ,or8& &re&"&6 &re&"&6
27
3*2*2* F&;r$c&c$<" F&;r$c&c$<" !e c=oco6&e c=oco6&e !e ,or8& $"!(r$&6 $"!(r$&6
25
3*3* 3*3*
30
TEC TECNO NOLO LO) )IA DE EQUI EQUIPO POS S
3*3*1* Do$,$c&!or& Do$,$c&!or& &(o8$c& &(o8$c& !e 8&#!&6e"& 8&#!&6e"& >DA-40? >DA-40? DA-:0@
30
3*3*2* Do$,$c&!or& Do$,$c&!or& &(o8$c& &(o8$c& !e 6%($!o 6%($!o y cre8& IT-L) IT-L) $"o
31
3*3*3* Do$,$c&!or& Do$,$c&!or& !e 6%($!o 6%($!o y cre8& IT-) IT-)
32
3*3*4* M($"& M($"& !e ,&;r$c&r ,&;r$c&r &6,&ore &6,&ore
33
3*3** Do$,$c&!or& Do$,$c&!or& !e c=oco6&e c=oco6&e
34
3*3*:* Do$,$c&!or& Do$,$c&!or& '&e6er& '&e6er&
3
3*3*7* Do$,$c&!or& Do$,$c&!or& !e c=oco6&e c=oco6&e
3:
3*3*5* Co"c6($o"e Co"c6($o"e !e 6& ec"o6o#%& ec"o6o#%& !e e($'o
37
3*4* 3*4*
TECN TECNOL OLO) O)/A /A DE MERC MERCAD ADO O
35
4*
DEFINICI.N DEL PROBLEMA
39
4*1* 4*1*
+ARIAB RIABLE LES S DE ENTR ENTRAD ADA A
41
4*2* 4*2*
+ARIAB RIABLE LES S DE SALI SALIDA DA
42 4
4*3*
RESTRICCIONES
43
4*4*
CRITERIOS
44
4**
USOS
4
*
ALTERNATI+AS DE SOLUCI.N
4:
:*
E+ALUACI.N
7*
DESARROLLO DEL CONCEPTO
:7
7*1*
DESI)N FOR-
:7
7*2*
IN)ENIER/A CONCURRENTE
7
5*
DESARROLLO DE LA ESTRATE)IA DE MARETIN)
79
5*1*
MARCA
79
5*2*
ESTRATE)IA DE PRODUCTO
50
5*3*
ESTRATE)IA DE PRECIO
51
5*4*
ESTRATE)IA DE PLAA
51
5**
ESTRATE)IA DE PROMOCI.N
53
CONLCUSIONES
5:
5
BIBLIO)RAF/A
57
6
LISTA DE FI)URAS
P#*
F$#(r& 1* Proceo !e ,&;r$c&c$o" !e c=oco6&e
27
F$#(r& 2* Do$,$c&!or& &(o8$c& !e 8&#!&6e"&
31
F$#(r& 3* Do$,$c&!or& &(o8$c& !e 6%($!o y Cre8& IT-L) $"o
32
F$#(r& 4* Do$,$c&!or& !e L%($!o y Cre8& IT-)
32
F$#(r& * M($"& !e ,&;r$c&r &6,&ore
33
F$#(r& :* Do$,$c&!or& !e c=oco6&e
34
F$#(r& 7* Do$,$c&!or& !e c=oco6&e
34
F$#(r& 5* Do$,$c&!or& !e c=oco6&e
3
F$#(r& 9* Do$,$c&!or& !e c=oco6&e
3
F$#(r& 10* Do$,$c&!or& '&e6er&
3
F$#(r& 11* Do$,$c&!or& !e c=oco6&e
3:
F$#(r& 12* D$&#r&8& !e6 e&!o A y e6 e&!o B !e6 $e8&
40
F$#(r& 13* A6er"&$& !e o6(c$<" 1
0
7
F$#(r& 14* A6er"&$& !e o6(c$<" 2
1
F$#(r& 1* A6er"&$& !e o6(c$<" 3
2
F$#(r& 1:* A6er"&$& !e o6(c$<" 4
3
F$#(r& 17* A6er"&$& !e o6(c$<"
3
F$#(r& 15* C$c6o !e6 !e&rro66o !e6 'ro!(co (&"!o e6 c%rc(6o !e IC
7:
F$#(r& 19* E&'& !e6 c$c6o !e $!& !e !$eGo
75
F$#(r& 20* Lo#o$'o !e 6& 8&rc& !e 6& e8're&
79
F$#(r& 21* Lo#o$'o !e 6& 8&($"& !o$,$c&!or& !e c=oco6&e MC-2704
50
8
LISTA DE CUADROS P#* C(&!ro 1* B&e '&r& 6& e#8e"&c$<" !e6 8erc&!o
13
C(&!ro 2* A"6$$ !e ,("c$o"e !e6 'ro!(co e$e"e e" e6 8erc&!o
19
C(&!ro 3* A"6$$ !e ,("c$o"e !e6 'ro!(co & !e&rro66&r
22
C(&!ro 4* E&6(&c$<" !e &6er"&$& !e o6(c$<" 1
C(&!ro * E&6(&c$<" !e &6er"&$& !e o6(c$<" 2
7
C(&!ro :* E&6(&c$<" !e &6er"&$& !e o6(c$<" 3
5
C(&!ro 7* E&6(&c$<" !e &6er"&$& !e o6(c$<" 4
:0
C(&!ro 5* E&6(&c$<" !e &6er"&$& !e o6(c$<"
:1
C(&!ro 9* E&6(&c$<" !e &6er"&$& !e o6(c$<" :
:2
C(&!ro 10* E&6(&c$<" !e &6er"&$& !e o6(c$<" 7
:3
C(&!ro 11* E&6(&c$<" !e &6er"&$& !e o6(c$<" 5
:4
C(&!ro 12* Tc"$c& !e De$#" ,or-
:7
C(&!ro13* PHA >'or ( $#6& e" $"#6e Pre6$8$"&ry A&r! A"&6$$@
9
73
INTRODUCCI.N L& 'ro!(cc$<" y co8erc$&6$&c$<" !e c=oco6&e e" Co6o8;$& re'ree"& (" ecor $8'or&"e e" 6& eco"o8%& !e6 '&%* )r&"!e e8're& co8o 6& N&c$o"&6 !e c=oco6&e? Ne6 y Co6o8;$"& =&" #e"er&!o y co"o6$!&!o (" #r&" 8erc&!o "&c$o"&6 e $"er"&c$o"&6 !e 'ro!(co (e $e"e" co8o $"#re!$e"e co8K" e6 c=oco6&e* D$c=& e8're& c(e"&" co" '6&"& !e 'ro!(cc$<"? &6&8e"e &(o8&$&!& y co" 6o 8eore e"!&re !e c&6$!&!* Por oro 6&!o e$e ("& #r&" c&"$!&! !e 'e(eG& y 8e!$&"& e8're& e" e6 '&% !e!$c&!& & 6& ,&;r$c&c$<" !e 'ro!(co !e c=oco6&e c(yo 'roceo 'ro!(c$o e =&ce" !e ,or8& &re&"&6 y co" (" ;&o "$e6 !e &(o8&$&c$<" 'or e66o e $8'or&"e e6 !e&rro66o !e "(ero 'ro!(co? e6 c(&6 'er8$e 8eor&r e6 'roceo !e 'ro!(cc$<" !e 6& !$,ere"e e8're& e" &'eco co8o !$8$"(c$<" e" e6 !e'er!$c$o !e 8&er$&6? =o8o#e"e$!&! e" 6o 'ro!(co y e" #e"er&6 e6 8eor&8$e"o !e 6& c&6$!&! !e6 'ro!(co ,$"&6*
10
1* OBEJETI+OS 1*1* •
)ENERAL
De&rro66&r e6 co"ce'o !e ("& 8&($"& !o$,$c&!or& !e c=oco6&e (e 'er8$& (" 8&yor "$e6 !e &(o8&$&c$<" e" e6 'roceo !e ,&;r$c&c$<" !e 'ro!(co !e c=oco6&e (e re&6$&" 'e(eG& y 8e!$&"& e8're& !e6 '&%*
1*2* •
ESPECIFICOS
Co"ocer 6& ec"o6o#%& e$e"e e" e6 8erc&!o? re6&c$o"&!& co" 6& !o$,$c&c$<" !e c=oco6&e? '&r& & '&r$r !e e66& !e&rro66&r ("& ec"o6o#%& (e e &!&'e & 6& & 6& "ece$!&!e !e 6& e8're& Co6o8;$&"&*
•
D$eG&r er&e#$& !e 8&re$"#? ;&&!& e" e6 co"oc$8$e"o !e6 8erc&!o e$e"e? '&r& 6& co8erc$&6$&c$<" !e 6& 8($"& !o$,$c&!or& !e c=oco6&e*
•
I!e"$,$c&r 6& "ece$!&!e ;$c& !e 6o ((&r$o !e 6& 8($"& '&r& !e e& 8&"er& c(8'6$r & c&;&6$!&! co" 6o 'ro'<$o !e !$eGo y ,&;r$c&c$<"*
11
2* IN+ESTI)ACION DE MERCADO 2*1*
DEFINICION DEL MERCADO
E" Co6o8;$& e$e ("& #r&" c&"$!&! !e e8're& !e!$c&!& & 6& ,&;r$c&c$<" !e 'ro!(co !e c=oco6&e? 6& c(&6e "o c(e"&" co" ec"o6o#%& 8(y &&"&!& e" ( 'roceo !e 'ro!(cc$<" y 'or e6 co"r&r$o ($6$&" c"$c& &re&"&6e o 8ec"$c&* E& $(&c$<" '(e!e re'ree"&r ("& 6$8$&c$<" '&r& e6 !e&rro66o y crec$8$e"o !e 6& e8're&? &% co8o '&r& 6& &8'6$&c$<" !e ( 8erc&!o* E 'or eo (e e$e 6& "ece$!&! !e ("& 8&($"& !o$,$c&!or& !e c=oco6&e (e &!e8 !e #&r&"$&r &6 e8're&r$o 6& 8eor& e" e6 'roceo 'ro!(c$o? 6e ;r$"!e co8o!$!&!? ,&c$6$!&!e !e (o y (" 'rec$o &e($;6e* E6 8erc&!o &6 (e e !$r$#$!& 6& !o$,$c&!or& !e c=oco6&e e =o8o#"eo co" re'eco & 6& 'ro!(cc$<" y 6& c&'&c$!&!e !e &!($$c$<" !e ec"o6o#%& (e c&!& ("& !e 6& e8're& $"ere&!& $e"e* A!e8 e (" 8erc&!o (e ;(c& ("& &$,&cc$<" co"&"e !e ( c6$e"e $" !e&r & (" 6&!o e6 c($!&!o e" ( 'roceo !e 'ro!(cc$<" y 6& c&6$!&! !e ( 'ro!(co* De 6o &"er$or e 'o$;6e !eer8$"&r (e 6& 8($"& !o$,$c&!or& !e c=oco6&e $e"e (" 8erc&!o &8'6$o e" e6 '&%? =&c$e"!o $&;6e ( !e&rro66o e $"c6(o ( 'oer$or co8erc$&6$&c$<"* 2*2*
SE)MENTACION DEL MERCADO
E$e" !$,ere"e &r$e!&!e !e c=oco6&e? 6o !$$"o $'o !e c=oco6&e e e6&;or&" 8o!$,$c&"!o 6& 'ro'orc$o"e e"re ( co8'o"e"e y &G&!$e"!o oro 'ro!(co & 6& co8'o$c$<" ;$c& !e '&&? 8&"ec& y &Kc&r* S( 'ree"&c$<" e 8(y &r$&!&? e& & !e!e ( er$<" e" &;6e& =&& ( 'ree"&c$<" e" 'o6o* E"re 6o c=oco6&e e" ,or8&o 12
&;6e& e" e6 c=oco6&e co;er(r&? e6 c=oco6&e "e#ro? e6 c=oco6&e &8&r#o? c=oco6&e co" 6ec=e? c=oco6&e ;6&"co y e6 c=oco6&e co" $"#re!$e"e &!$c$o"&6e co8o &e66&"&? 8&"% o &6#K" $'o !e re66e"o* L& #r&" 8&yor%& !e e8're& ,&;r$c&"e !e 'ro!(co !e c=oco6&e e" (;$c&!& e" 6& o"& &"!$"& '(eo (e e e" e& '&re !e6 '&% !o"!e e e"c(e"r&" 6& 8&yor c&"$!&! !e $"!(r$& e" Co6o8;$& y &!e8 e e" e& re#$<" e" 6& (e !$c=& e8're& '(e!e" e"co"r&r ( 'roee!ore !e 8&er$& 'r$8&* E6 c&c&o? 'r$"c$'&6 co8'o"e"e !e6 c=oco6&e? e e"c(e"r& e" e&!o $6ere e" 6& A8&o"%& y Or$"o(%& y e c(6$& 'r$"c$'&68e"e e" H($6&? +&66e? C&(c&? S&"&"!er? A"$o($&? To6$8& y N&r$Go* •
B&e '&r& 6& e#8e"&c$<" !e6 8erc&!o
)eo#r,$c& Criterios de segmentación
Segmentos típicos del mercado
U;$c&c$<" !e6 co"(8$!or Re#$<"
L& e8're& (e ,&;r$c&" !$,ere"e $'o !e 'ro!(co !e c=oco6&e e" e6 '&% e 6oc&6$&" e" 6& re#$<" A"!$"&*
Loc&6$&c$<"
Lo ,&;r$c&"e !e 'ro!(co !e c=oco6&e
e
e"c(e"r&"
'r$"c$'&68e"e
(;$c&!o
!e'&r&8e"o
!e
e"
6o
C("!$"&8&rc&?
A"$o($&? R$&r&6!&? y +&66e !e6 C&(c&* T$'o !e Co"(8$!or T&8&Go !e 6& Or#&"$&c$<"
Or#&"$&c$o"e c(y& 'ro!(cc$<" ee &6re!e!or !e 10000 ("$!&!e !e 13
;o8;o"e !e c=oco6&e 'or =or& o 5000 ("$!&!e !e #&66e& ( oro $'o !e &6$8e"o e" 6& 8$8& ("$!&! !e $e8'o* T$'o !e or#&"$&c$<"
E8're& !e!$c&!& & 6& ,&;r$c&c$<" !e 'ro!(co !e c=oco6&e? $e"e" co8o !e$"o 8erc&!o "&c$o"&6e y e"
!eer8$"&!o
c&o
$"er"&c$o"&6e* T$'o !e Cor'or&c$<"
Pr$&!&*
T$'o !e o;eo oc$&6
E"$!&! co" "$8o !e 6(cro*
A'6$c&c$<" !e6 'ro!(co
E6 (o !e6 'ro!(co e e",oc&!o & 6& !o$,$c&c$<" !e c=oco6&e e" e6 'roceo !e ,&;r$c&c$<" !e 'ro!(co =ec=o co" !$c=o $"#re!$e"e*
Frec(e"c$& !e Ser$c$o
I"er&6o 6&r#o y
!e 8e!$&"o
$"er&6o !e $e8'o? o'ore c"$co* Co"!$c$o"e !e6 "e#oc$o R&<" !e (o
L& e8're& (e !eee" !$8$"($r 6& 'r!$!& !e 8&er$& 'r$8& >c=oco6&e@ e"
(
'roceo
!e
,&;r$c&c$<"?
!$8$"($r e6 $e8'o !e e6&;or&c$<" !e 6o c=oco6&e? 8eor&r 6& c&6$!&! !e6 'ro!(co
e
$"e#r&r
("&
8&yor
c&"$!&! !e &c&;&!o & 6o 8$8o* S$(&c$<" !e co8'r&
L&
e#8e"&c$<"
!e6
8erc&!o
o;e!ece & 6& co8'r&? 8o!er"$&c$<" yo $8'6e8e"&c$<" !e (" $e8& '&r& 6& !o$,$c&c$<" !e c=oco6&e co" 14
6& 8e"or c&"$!&! !e !e'er!$c$o !e 8&er$& 'r$8& y co" 6& 8&yor r&'$!e* T&8&Go !e6 'e!$!o
E6 &8&Go !e 'e!$!o '&r& ee e#8e"o e =&ce 'or e"c&r#o y e =&ce !e ,or8& ("$&r$& o e" 'e(eG& c&"$!&!e*
C(&!ro 1* B&e '&r& 6& e#8e"&c$<" !e6 8erc&!o 2*3*
MERCADO META
E6 8erc&!o 8e& !e 6& 8($"& !o$,$c&!or& !e c=oco6&e o" e8're& ,&;r$c&"e
!e 'ro!(co !e c=oco6&e
(e
'ree"e"
6& $#($e"e
c&r&cer%$c& •
U"& 'ro!(cc$<" (e e &6re!e!or !e 10000 ("$!&!e !e ;o8;o"e !e c=oco6&e 'or =or& yo 5000 ("$!&!e !e #&66e& o &6,&ore e" 6& 8$8& ("$!&! !e $e8'o*
•
Q(e e" (;$c&!& e" 6& re#$<" A"!$"& Co6o8;$&"&? e'ec%,$c&8e"e e" 6o !e'&r&8e"o !e C("!$"&8&rc&? A"$o($&? R$&r&6!&? y +&66e !e6 C&(c&*
•
Q(e ($6$ce" ec"o6o#%& 8&"(&6e? "o &(o8&$&!& o e8$ &(o8$c&*
Lo 'ro!(co !e 6& e8're& c=oco6&er& e c&r&cer$&" 'or 6& #r&" &r$e!&! !e 'ree"&c$o"e >,or8&? co6ore? $"#re!$e"e? ec*@ (e o" o,rec$!& & 6o co"(8$!ore? eo e !e;e & (e e6 8erc&!o !e !$c=& e8're& e =eero#"eo y 'or 6o &"o e& !e;e" co"&r co" ("& &8'6$& #&8& !e 'ro!(co Por oro 6&!o e" 6& &c(&6$!&! e e #e"er&"!o (" 8erc&!o !e 'ro!(co !e c=oco6&e #o(r8e y e" c$(!&!e co8o Bo#o ee $'o !e 'ro!(co e o8&"!o 8(c=& ,(er&* E& &r$&c$<" e" 6o 'ro!(co !e c=oco6&e =&ce (e 6& e8're& e" $"ere&!& e" 66e&r & c&;o 'roceo 8 !e!$c&!o y 'ero"&6$&!o e" 6& ,or8& !e 6o 'ro!(co* 15
E" Co6o8;$& e$e" ("& #r&" &r$e!&! !e e8're& ,&;r$c&"e !e 'ro!(co !e c=oco6&e e"re 6& c(&6e e e"c(e"r&" •
Nica´s
N$c& e ("& e8're& oe" co",or8&!& 'or &re&"& (e e" e" 6& ;K(e!& 'er8&"e"e !e &r$e!&!? y& (e $e"e" #r&" &(e"$c$!&! e" $8&#e" y !$eGo 'er8$$"!o6e o,recer 'ro!(co y er$c$o ec6($o &cor!e & 6& "ece$!&! y 're('(eo !e c&!& c6$e"e >&e ='*"$c&c=oco6&e*co8@* •
ChokChunk Bakery Ltda.
C=oC=(" B&ery ,(e ,("!&!& e6 7 !e A;r$6 !e 2005 e" 6& c$(!&! !e Bo#o? Co6o8;$&* E" ( $"$c$o e !e!$c&;& & 6& ,&;r$c&c$<" !e #&66e&? 'oer$or8e"e &8'6$&ro" ( 6%"e& !e 'ro!(co & ;ro"$e y &c(&68e"e &8;$" e !e!$c&" & 6& ,&;r$c&c$<" !e ;o8;o"e !e c=oco6&e >&e ='c=oc=("*"e!e,&(6*&'@* •
F&M chocolates Ltda.
FM c=oco6&e e ("& e8're& co" &r$o &Go !e r&yecor$& e" 6& ,&;r$c&c$<" !e co;er(r& !e 'ro!(co !e c=oco6&e y co",$er%&* L& c&6$!&! !e ( 'ro!(co 6e =& 'er8$$!o &;r$r c&"&6e !e co8erc$&6$&c$<" &"o & "$e6 "&c$o"&6 co8o $"er"&c$o"&6 >&e =',y8c=oco6&e*co8 @* •
ru!!elinos chocolatería
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3*2*1* F&;r$c&c$<" !e c=oco6&e &re&"&6 L& ,&;r$c&c$<" !e 'ro!(co !e c=oco6&e e" c$er& e8're& &K" e re&6$& !e ,or8& &re&"&6? co"er&"!o rece& r&!$c$o"&6e e $"cor'or&"!o c$er& =err&8$e"& co8o 8o6!e* A co"$"(&c$<" e !ecr$;e ("& rece& ($6$&!& '&r& =&cer 'ro!(co !e c=oco6&e I"#re!$e"e 1 $6o !e co;er(r& !e c=oco6&e 8o6!e !e '6$co '&r& c=oco6&e C&& !e 8&!er&? c&r<" corr(#&!o? '6$c&? ec* Pre'&r&c$<" Derre$r e6 c=oco6&e & ;&Go 8&r%&? =&& (e e co8'6e&8e"e !$(e6o* L(e#o erer e" 6o 8o6!e >!$,ere"e !$eGo@? 66e&r6o &6 re,r$#er&!or 'or &'ro$8&!&8e"e 3 < 4 8$"(o? '&r& er $ e" 6$o e '(e!e &c&r (" 8o6!e !e6 re,r$#er&!or y co8'ro;&r (e &6 =&cer 're$<" o;re e6 8o6!e? ee &(o8$c&8e"e o6&r& 6o c=oco6&e* De 6o co"r&r$o e (e6e" & 8eer 6o 8o6!e e" e6 re,r$#er&!or? e "ece&r$o e&r &e"o '&r& "o ece!er !e8&$&!o e6 $e8'o
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27
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32
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Lo !$,ere"e $'o !e ec"o6o#%& o" ("& '&(& 8(y c6&r& '&r& 'o!er e#($r (" c&8$"o "o "ece&r$&8e"e !e r&"er&6 $"o ("& 'o$;6e #(%& '&r& &;er e6 e&!o !e6 &re &c(&6? co" e6 c(&6 'oer$or8e"e e #e"ere" $!e& (e '(e!&" !&r ("& er!&!er& o6(c$<" c"$c& y ec"o6<#$c&? co8'ee"e y & 6& &"#(&r!$&* 3*4* TECNOLO)IA DE MERCADO L& e8're& ,&;r$c&"e !e !o$,$c&!or& !e c=oco6&e y !$,ere"e $'o !e 'ro!(co
($6$&" e6 $"er"e co8o =err&8$e"& '&r& !&r6& & co"ocer e"
Co6o8;$& y e" o!o &(e66o '&%e (e $e"e" &cceo & ee 8e!$o* Ee e (" 8e!$o !e ,c$6 &cceo e" !$,ere"e '&re !e6 8("!o y 6& or#&"$&c$o"e "o !e'er!$c$&" &6 o'or("$!&! '&r& 'o!er !&re & co"ocer y 66e#&r & 6& 8&yor c&"$!&! !e c6$e"e 'o$;6e* E" $"er"e e 'o$;6e e"co"r&r 6& e'ec$,$c&c$o"e c"$c& y e" oc&$o"e e e'6$c& e6 ,("c$o"&8$e"o y e6 $'o !e 8ec&"$8o (e e ($6$&" e" 6& !o$,$c&!or&? #r&c$& & eo e co"oce" 6& co8'&$;$6$!&!e co" e6 $'o !e 'roceo (e e 8&"e& e" 6& !$,ere"e e8're& y e" co"ec(e"c$& e $e"e" 8&yore 'o$;$6$!&!e !e e6e#$r ("& 8&($"& &!ec(&!&* De'( !e (e 6& 'ero"& =& e6e#$!o 6& o'c$<" (e co"$!er& 8 $!<"e& '(e!e co"&c&re !$rec&8e"e co" 6o !$r$;($!ore =&c$e"!o (o !e correo e6ecr<"$co y e6,o"o (e e 'ree"&" e" 6& !$,ere"e '#$"&* A!e8 !e eo =&y c$ero ,&;r$c&"e (e e &6e" !e re$& $"!(r$&6e '&r& !&r & co"ocer ( 'ro!(co y !e e& ,or8& 66e#&r &6 8erc&!o (e e =&" '6&"e&!o &$,&cer y 'or(e "o & c6$e"e e'or!$co*
37
4*
DEFINICI.N DEL PROBLEMA
U" co6o8;$&"o co"(8e &6re!e!or !e 40# !e c=oco6&e &6 &Go y e e'er& (e #r&c$& & 6& $"ro!(cc$<" !e "(eo 'ro!(co &6 8erc&!o 'or '&re !e !$,ere"e e8're& !$c=o co"(8o e $"cre8e"e* P&r& (e 6& e8're& ,&;r$c&"e !e 'ro!(co !e c=oco6&e '(e!&" 8&"e"er e $"c6(o &8'6$&r ( 8erc&!o? e& !e;e" !$er$,$c&r e $""o&r ( 'ro!(co y &!e8 co"er&r &6o e"!&re !e c&6$!&! !e 6o 8$8o* E" 6& &c(&6$!&! e6 co"&"e c&8;$o !e 6& $"!(r$&? "o o6o &6$8e"$c$&? o;6$#& & 6& e8're& & &(8e"&r ( "$e6e !e 'ro!(cc$<"? 6& c&6$!&! !e ( 'ro!(co y 6& e,$c$e"c$& e" e6 'roceo !e o;e"c$<" !e 6o 8$8o* P&r& 'o!er 66e&r & c&;o 'roceo !e 'ro!(cc$<" e,$c$e"e (e #&r&"$ce" 6& c&6$!&! !e6 'ro!(co y ;e"e,$c$o eco"<8$co 6& e8're& ,&;r$c&"e !e 'ro!(co !e c=oco6&e e &6e" !e6 8o!o (e co"$!er&" 8 $&;6e* De"ro !e6 'roceo !e ,&;r$c&c$<" !e 'ro!(co !e c=oco6&e e6 !o$,$c&!o e ("& '&re ee"c$&6? e 'or eo (e 6& e8're& ;(c&" 8eor&r6o o 8&"e"er (" 8o!o e,$c$e"e '&r& 66e&r6o & c&;o* P&r& 66e&r & c&;o !$c=o 'roce!$8$e"o 6& e8're& e '(e!e" &6er !e 8&($"& (e e$e" e" e6 8erc&!o co8o 6& !o$,$c&!or&? '(e e& re'ree"&" ("& =err&8$e"& 8(y K$6* A 'e&r !e (e 6& !o$,$c&!or& e e"c(e"r&" !$eG&!& '&r& 66e&r & c&;o ( ,("c$<" e,$c&8e"e? &6#("& !e e66& 'ree"&" ,&66& e" 6& !o$,$c&c$<" !e6 c=oco6&e? 8&"eo !e !e'er!$c$o? 8&6& !$'o$c$<" !e 6o 8o6!e ;&o 6o $"yecore e $"c6(o (e e" oc&$o"e e =&ce "ece&r$& 6& 'ree"c$& !e (" o'er&r$o '&r& 6& (;$c&c$<" !e 6o 8$8o* L& !$'o$c$<" !e 6o 8o6!e o !e 6o &6$8e"o (e e !eee" 'roce&r (e6e =&cere !e ,or8& 8&"(&6? 6o (e $8'6$c& ("& #r&" 'r!$!& !e $e8'o y e,(ero 'or '&re !e6 o'er&r$o e 'or eo (e e =&ce "ece&r$o (" $e8& e,$c$e"e (e r&'ore 6o 8o6!e y &6$8e"o =&c$& 6o $"yecore*
38
P&r& o;e"er 'ro!(co !e c=oco6&e !e &6& c&6$!&! e "ece&r$o (e !(r&"e e6 'roceo !e ,&;r$c&c$<" e6 c=oco6&e e e"c(e"re & ("& e8'er&(r& &!ec(&!&? ee "o e !e;e !erre$r !$rec&8e"e e" 6& ,(e"e !e c&6or '(eo (e e &6er&" 6& 'ro'$e!&!e !e6 8$8o* E "ece&r$o (" 8o!o $"!$reco (e 'er8$& 8&"e"er & ("& e8'er&(r& co"&"e e6 c=oco6&e =&& (e ee e $"yec& e" 6o 8o6!e o e &'6$c&!o o;re &6#K" &6$8e"o* No e !e;e '&&r 'or &6o e6 8&"eo &!ec(&!o !e6 c=oco6&e !erre$!o '&r& "o !e'er!$c$&r 8&er$& 'r$8&? e 'or eo (e e !e;e co"ro6&r 6& c&"$!&! (e e $"yec&!& e" 8o6!e o &'6$c&!& e" !$,ere"e &6$8e"o? #&r&"$&"!o (" 'ro!(co =o8o#"eo y (" !e'er!$c$o 8%"$8o* A!$c$o"&6 &6 co"ro6 !e 6& c&"$!&! !e c=oco6&e $"yec&!o e !e;e 8o"$ore&r y co"ro6&r 6& (;$c&c$<" !e 6o 8o6!e o !e 6o !$,ere"e &6$8e"o? !e e& ,or8& e e$&" !e'er!$c$o y e" e6 c&o !e 6o 8o6!e e #&r&"$&(e eo e 66e"e" correc&8e"e* U"& e e =& !o$,$c&!o e6 c=oco6&e ee "o e !$r$;(ye $"8e!$&&8e"e e" o!& e6 re& & c(;r$r? 'or eo e "ece&r$o e"co"r&r (" 8o!o (e ,&c$6$e 6& !$r$;(c$<" !e6 c=oco6&e*
ESTADO A C=oco6&e !erre$!o
ESTADO B SISTEMA
C=oco6&e e" 8o6!e? o;re #&66e& o
,!=,!=,!=,!"!,"!"!"!;!;!"6!,"
o;re &6,&ore
F$#*12* D$&#r&8& !e6 e&!o A y e6 e&!o B !e6 $e8&
39
4*1* +&r$&;6e !e e"r&!& c=oco6&e !erre$!o Te"$e"!o e" c(e"& (e e e6 c=oco6&e !erre$!o e6 (e e"r& e" e6 'roceo e !e,$"e" 6& $#($e"e &r$&;6e !e e"r&!& co" ( re'ec$& 6$8$&c$o"e
$aria%les de entrada Limitaciones de entrada •
C=oco6&e
+o6(8e" !e c=oco6&e Te8'er&(r& •
\30 c83 40]C\T]\0]C
Mo6!e
T&8&Go Te8'er&(r&
L&r#o 40c8-:0c8 A"c=o 40c8-0c8 30]C\T]\40]C
N(8ero !e ('er,$c$e co"e& e" e6 24 >: 'or ,$6& 4 'or co6(8"&@ 8o6!e •
A6$8e"o
T$'o !e &6$8e"o T&8&Go Te8'er&(r&
)&66e& y &6,&ore re!o"!& )&66e& !$8ero 3c8-4c8 30]C\T]\40]C
Co8o e 8e"c$o"< e" (" '("o &"er$or e $8'or&"e (e 6& e8'er&(r& !e6 8o6!e o !e6 &6$8e"o o;re e6 (e e &'6$c&r e6 c=oco6&e e&" $8$6&re? '&r& !e e& ,or8& e$&r 8&6& cr$&6$&c$<" !e ee y oc&$o"&r 'er!$!& !e ;r$66o y 8&yor e"$;$6$!&! &6 c&6or !e6 'ro!(co er8$"&!o* 40
4.2.
+&r$&;6e !e &6$!& c=oco6&e e" 8o6!e? o;re #&66e& o o;re &6,&ore*
A6 er8$"&r e6 'roceo !e !o$,$c&!o e !e;e o;e"er (" 'ro!(co ("$,or8e e" c&"$!&! &!ec(&!&* $aria%les de salida
N(8ero !e ('er,$c$e co"e& 66e"& 'or 8o6!e
Limitaciones de la salida
N(8ero !e #&66e& rec(;$er& 24 C&"$!&! !e c=oco6&e e" 6o 8o6!e? #&66e& o &6,&ore Br$66o !e6 'ro!(co !e c=oco6&e !e
: 30 c83 0
8o6!e o e" 6& #&66e& C&"$!&! !e ;(r;(& e" e6 'ro!(co er8$"&!o
$aria%les de solución
Limitación de la solución
Mo!o !e !e'6&&8$e"o !e 6o 8o6!e o 6& #&66e& Mo!o !e 'o$c$o"&8$e"o !e 6o 8o6!e ;&o 6o !o$,$c&!ore Mo!o !e co"ro6 !e "$e6 T&& !e !e'er!$c$o \2 !e c=oco6&e e" 6& o6& F(e"e !e e"er#%& Mo!o !e !o$,$c&c$<" !e6 c=oco6&e M&er$&6e !e ,&;r$c&c$<" Mo!o !e e6$8$"&c$<" !e ;(r;(& Mo!o !e c&6e"&8$e"o !e 41
6o 8o6!e o 6o &6$8e"o
4*3*
Rer$cc$o"e
•
F(e"e !e &6$8e"&c$<" !e;e er !e 120 AC
•
Lo 8&er$&6e e" 6o (e e ,&;r$(e 6& !o$,$c&!or& !e;e" er &'ro'$&!o '&r& e6 8&"eo !e &6$8e"o y &8;$" re$e"e & 6o
•
co8'o"e"e (e 'o!r%&" 66e#&r & o$!&r6&* L& 8&($"& !e;e 'o!er !o$,$c&r correc&8e"e e6 c=oco6&e co" e6 8e"or !e'er!$c$o 'o$;6e*
•
4*4*
L& 8&($"& !e;e er & 'r(e;& !e errore e" ( 8&"eo Cr$er$o
•
F&c$6$!&! !e 8&"eo
•
Coo !e ,&;r$c&c$<" e $8'6e8e"&c$<"
•
E,ec$$!&! e" ( ,("c$o"&8$e"o >8&"eo !e 8o6!e? !o$,$c&!o !e c=oco6&e y 8&"eo !e6 !ece"o !e6 c=oco6&e & 6o $"yecore@
•
Fc$6 &co'6e & 6o 'roceo !e 'ro!(cc$<" e$e"e
•
M&yor $"cro"$&c$<" e"re 6o 8o6!e y 6& $"yecc$<" !e c=oco6&e*
•
F&c$6$!&! !e 8&"e"$8$e"o y re'&r&c$<"
•
Se#(r$!&! '&r& e6 o'er&r$o
•
Co"ro6 ro;(o y r'$!& correcc$<" !e 'er(r;&c$o"e
•
I"er,& !e co"ro6 &!ec(&!& !e ,c$6 6ec(r&? 8&"eo y ;(e"& co",$&;$6$!&!*
42
•
4**
A=orro !e e"er#%&* USOS A6 er ("& 8&($"& !e (o $"!(r$&6? 6& !o$,$c&!or& !e c=oco6&e !e;e e"er ("& $!& K$6 !e 20 &Go*
*
ALTERNATI+AS DE SOLUCI.N
L& '&re 8 co",6$c$& !e6 'royeco? !e!e e6 '("o !e $& !e 6& &(o8&$&c$<"? e e6 8
- M&"eo !e 8o6!e
*
- To6& 8<$6
*
- Do$,$c&!ore E6 mtodo de mane'o de moldes e e6 $e8& (e 'er8$e !e'6&&r & o & 6o 6&r#o !e 6& !$$"& e&c$o"e !e 6& 8($"&? $"c6(ye"!o 6& co6oc&c$<" !e 6o 8$8o e" 6& ,&e !e !e'o$&!o !o"!e e !o$,$c&r e6 c=oco6&e* E& e&'& e '(e!e 66e&r & c&;o !e !$,ere"e ,or8& 8&"(&68e"e? 8e!$&"e (" 8o!o e8$&(o8$co? &(o8$co o ("o 8ec"$co*
43
Mo!o 8&"(&6 re($ere !e (" o'er&r$o (e (8$"$re >co6o(e@ 6o 8o6!e e" e6 $$o !e !o$,$c&c$<"* Ee 8o!o 'ree"& 8(c=& $"co"e"$e"c$& e"re 6& c(&6e e"co"r&8o •
L& 8o"oo"%& y &#o&8$e"o !e6 o'er&r$o*
•
L& ,&6& !e 'rec$$<" e" 6& (;$c&c$<" !e 6o 8o6!e? 6o (e "o 'er8$e e6 $"cro"$8o e"re 6& ;o($66& !o$,$c&!or& y 6o 8o6!e* R&<" 'or 6& c(&6 =&;r%& (" 8&yor !e'er!$c$o !e 8&er$& 'r$8&*
•
Le"$(! e" e6 'roceo !e !o$,$c&c$<" 6o (e !$8$"(ye e6 o6(8e" !e 'ro!(cc$<"*
Mo!o 8ec"$co co& !e ("& ;&"!& r&'or&!or& #e"er&68e"e co" e6&;o"e !e c&!e"& (e #$r& $",$"$&8e"e &y(!&!& 'or (" ero8oor >co" e6 ,$" !e &=orr&r 'oe"c$&@* Mo!o &(o8$co Me!$&"e e6 (o !e ("& ;&"!& r&'or&!or& &(o8$c& #r&!(&;6e '&r& !$,ere"e &8&Go !e 8o6!e* L& ;&"!& r&"'or&!or&
e
co"ro6&!& 'or ee8'6o co" (" Le$(80 _2` y (" ero8oor BSH* C(e"& co" e"ore !e 'ro$8$!&! '&r& !eer8$"&r c("!o e !e;e re&6$&r 6& !ee"c$<" !e 6& ;&"!& '&r& e6 !ece"o !e 6& ;o($66& >e" e6 c&o !e (e e&" !$"8$c&@* De e& 8&"er& e #&r&"$& e6 o&6 $"cro"$8o e"re 6& ;o($66& y 6o 8o6!e* Mo!o e8$&(o8$co C(e"& co" 8(c=o e6e8e"o !e6 8o!o &(o8$co 'ero "o c(e"& co" (" $e8& !e #r&!(&c$<" !e 6& ;&"!& '&r& 6o !$,ere"e &8&Go !e 8o6!e? 6o (e '(e!e oc&$o"&r 8r#e"e !e error e" e6 $"cro"$8o e"re 8o6!e y ;o($66& !o$,$c&!or&* Y e6 "$e6 !e &(o8&$&c$<" "o e e"c(e"r& &6 100* La tol(a e !o"!e e &68&ce"& e6 8&er$&6 & !o$,$c&r e" ee c&o c=oco6&e?
ee e6e8e"o &8;$" !e;e 8&"e"ere e" $"cro"$8o co" e6 8o6!e (e c$rc(6& 'or 6& 6%"e& 8$e"r& !(r& e6 !o$,$c&!o* S( 8o$8$e"o? co"ro6&!o 'or oro Le$(80? corre'o"!e & (" 8ec&"$8o ;$e6&-8&"$e6& >8ec&"$8o (e 44
r&",or8& (" 8o$8$e"o c$rc(6&r e" (" 8o$8$e"o !e r&6&c$<"? o $ceer&@ y !e;e $r 'er,ec&8e"e $"cro"$&!o co" 6& 6%"e& y& (e e6 8&er$&6 & !o$,$c&r !e;e e&r $e8're e" 8o$8$e"o* Oro &'eco $8'or&"e & co"ro6&r e" 6& o6& e e6 "$e6 !e c=oco6&e? '&r& #&r&"$&r (e =&y& (" (8$"$ro co"$"(o !e 8&er$& 'r$8& & 6o $"yecore y & 6o 8o6!e e" 6& c&"$!&! re(er$!&* Ee co"ro6 !e "$e6 e '(e!e =&cer 8e!$&"e !$,ere"e 6&o !e co"ro6 y co" 'oc& $"r(8e"&c$<" '&r& "o $"cre8e"&r e6 'rec$o !e 6& !o$,$c&!or&* O ;$e" co8o e6 !ece"o !e "$e6 "o e 'ree"& !e ,or8& &;r('& e '(e!e re&6$&r (" co"ro6 8&"(&6* Lo dosi!icadores o" 6o e"c&r#&!o !e e'(6&r >$"yec&r@ e6 c=oco6&e y& e& e" 6o 8o6!e o co8o c(;r$8$e"o !e 'ro!(co co8e$;6e* E6 "(8ero !e ;o($66& !e !o$,$c&c$<" e (" ,&cor !eer8$"&"e !e6 o6(8e" !e 'ro!(cc$<" !e 6& 8&($"&? e"re 8& ;o($66& !e (" &8&Go &!ec(&!o e e"#&" e '(e!e e"er (" 8&yor o6(8e" !e 'ro!(cc$<"* Lo !o$,$c&!ore '(e!e" er e$co o !$"8$co co" 8o$8$e"o 6$"e&6e* De;e" co"&r co" (" $e8& (e 'er8$& e'(6&r 6& c&"$!&! !e c=oco6&e !ee&!& e" e6 $e8'o !ee&!o co" 6& (,$c$e"e 'rec$$<" '&r& !&r ,or8& ("& ,or8& &!ec(&!& & 6o 'ro!(co* E6 'roceo !e !o$,$c&c$<" !e;e e"er 6(#&r K"$c&8e"e 8$e"r& e$& $"cro"$8o e"re 6o $"yecore y 6o 8o6!e >;$c&8e"e co" 6& ;&"!& r&"'or&!or&@ De;$!o &6 8erc&!o 8e& !e "(er& !o$,$c&!or& e ;(c& (e e& '(e!& ,("c$o"&r e" &6 8e"o !o 8o!o !$,ere"e !e r&;&o? $ 6o !o$,$c&!ore '(e!e" ,("c$o"&r e" 8 !e (" 8o!o e co"$!er&" !o$,$c&!ore 8(6$,("c$o"&6e? $ ee e e6 c&o 6o !o$,$c&!ore !e;e" 'o!er o'er&r e" ,or8& $"cro"$&!& e $"!$$!(&6* Lo 8o!o 8%"$8o !e ,("c$o"&8$e"o (e e !ee& '&r& "(ero 'ro!(co o" •
Mo!o ;$co 6& o6&? 6o !o$,$c&!ore y 6& (;$c&c$<" !e 6o 8o6!e e e"c(e"r&" $"cro"$&!o y o!o 6o !o$,$c&!ore e'(6&" e6 'ro!(co & 45
6& e* T&" o6o e "ece&r$o &(&r ;$e" 6& c&"$!&! y e6 8o8e"o? e !ec$r? &!&'&r 8e!$&"e o,&re 6& r&8'& y 6& e6oc$!&! 8$8& '&r& !o$,$c&r e6 (8$"$ro !ee&!o* •
E" e6 8o!o 6e"#(&? !$eG&!o #e"er&68e"e '&r& !o$,$c&r 'ro!(co co" $"c6($o"e <6$!& !e #r&" &8&Go >'or ee8'6o? ,r(o eco@? e6 c&rro "o &&"& e" $"cro"$8o co" e6 8o6!e !e 6& 6%"e&* E" e& $(&c$<"? e6 !$'o$$o '(e!e e&r '&r&!o o re#re&"!o '&r& #&"&r c&!e"c$&*
E$e oro 8o!o? e6 &&"&!o? ee e $8$6&r &6 ;$co? 'ero c&!& !o$,$c&!or (8$"$r& (" 'ro!(co !$,ere"e >cre8&? c=oco6&e ( oro@* A!e8? c&!& '$<" e !$'&r&!o !e ,or8& $"!e'e"!$e"e co" $e8'o !$,ere"e co" 6& ,$"&6$!&! !e =&cer ,or8& !$$"& e" e6 'ro!(co &c&;&!o* Ee 8o!o 6o e"e8o e" c(e"& co8o ("& &6er"&$& !e o6(c$<" $" e8;&r#o "o $e"e &"o 'eo co8o 6o !o 8o!o &"er$ore* U" $e8& (e 'er8$e c(8'6$r 6o re 8o!o !e o'er&c$<" e ("o (e ($6$ce c&;e&6e !o$,$c&!ore 8(6$,("c$<"* E"re 6& &6er"&$& !e o6(c$<" &8;$" e $8'or&"e e"er e" c(e"& (e e$e" !o$,$c&!or& (e c(e"& co" $e8& !e $;r&c$<" !e 6o 8o6!e y or& (e "o c(e"&" co" ee 6* E $8'or&"e 6& &!$c$<" !e (" $e8& !e $;r&c$<" (e
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C(&!ro14* PHA >'or ( $#6& e" $"#6e Pre6$8$"&ry A&r! A"&6$$@ De'( !e o;e"er 6o !&o &"er$ore e !e;e er$,$c&r (e c&!& ("o !e 6o 'o$;6e r$e#o =& $!o &;or!&!o e" e6 !$eGo !e 6& !o$,$c&!or&*
7*2*
IN)ENIER/A CONCURRENTE
L& I"#e"$er%& Co"c(rre"e e (" e,(ero $e8$co (e e 66e& & c&;o '&r& 6o#r&r (" !$eGo $"e#r&!o !e6 'ro!(co y !e ( corre'o"!$e"e 'roceo !e ,&;r$c&c$<" y !e er$c$o? e& ;(c&
$"e#r&r $e8$c&8e"e y e" ,or8&
$8(6"e& e6 !$eGo !e 'ro!(co y 'roceo? '&r& (e !e!e (" 'r$"c$'$o e&" co"$!er&!o o!o 6o e6e8e"o !e6 c$c6o !e $!& !e (" 'ro!(co? !e!e 6& co"ce'c$<" $"$c$&6 =&& ( !$'o$c$<" ,$"&6? $"c6(ye"!o c&6$!&!? coe y "ece$!&!e !e 6o ((&r$o* De;e oor#&r &!e8 ("& or#&"$&c$<" ,6e$;6e y ;$e" er(c(r&!&? 'ro'o"er re!e !e ,("c$o"e &'oy&!& 'or ec"o6o#%& &'ro'$&!& y &r($ec(r& co8("e !e re,ere"c$&* Lo o;e$o #e"er&6e (e e 'er$#(e" co" 6& $8'6e8e"&c$<" !e 6& IC o" 1* Acor&r 6o $e8'o !e !e&rro66o !e 6o 'ro!(co* 2* E6e&r 6& 'ro!(c$$!&!* 3* A(8e"&r 6& ,6e$;$6$!&!* 4* Meor ($6$&c$<" !e 6o rec(ro* * Pro!(co !e &6& c&6$!&!* :* Re!(cc$<" e" 6o coo !e !e&rro66o !e 6o 'ro!(co* 71
A% e !e;e e"er e" c(e"& (e '&r& 66e&r & c&;o e6 !e&rro66o !e (" 'ro!(co !e"ro !e 6& ,$6oo,%& !e 6& I"#e"$er%& co"c(rre"e e !e;e 'roc(r&r (e c&!& ("o !e 6o 'roceo 66e&!o & c&;o !e!e e6 !$eGo =&& 6& 'ro!(cc$<" !e6 ;$e"? e" ee c&o !o$,$c&!or& !e c=oco6&e? e"#&" e" c(e"& e6 c$rc(6o IC (e e 8(er& e" 6& $#($e"e ,$#(r&
F$#*15* C$c6o !e6 !e&rro66o !e6 'ro!(co (&"!o e6 c%rc(6o !e IC E $8'or&"e !e&rro66&r 6& $"#e"$er%& co"c(rre"e '&r& re&6$&r !e 8&"er& correc& e6 !$eGo !e6 'ro!(co? reco'$6&r 6& $",or8&c$<" y e6 8&er$&6 "ece&r$o '&r& e"er c6&r$!&! e" e6 e8& y 'or 6o &"o 66e#&r & 6& 8eor o6(c$<" (e c(8'6& co" 6& e'ec$,$c&c$o"e y re(er$8$e"o e&;6ec$!o* E !e $&6 $8'or&"c$& e"er ("& co8("$c&c$<" co"$"(& e"re e6 c6$e"e y e6 re& !e !$eGo !e6 'ro!(co? eo ,&c$6$& 6& o;e"c$<" y c(8'6$8$e"o !e 6& e'ec$,$c&c$o"e !e 6o c6$e"e '&r& &$,&cer !e 8&"er& 8 e,$c$e"e ( 72
"ece$!&!e* L& re&6$8e"&c$<" !e $",or8&c$<" 'or '&re !e6 ((&r$o 'er8$e 8eor&r 6o !$eGo? o;e"er $!e& $""o&!or&? &e"c$<" !e (#ere"c$&? !eecc$<" !e ,&66& y !e,eco y 8eor& !e 6& c&6$!&!* L& !$$"& re& !e 6& e8're& &8;$" !e;e" e&r co8("$c&!& e"re %? eo 'er8$e e6 &'oyo e"re 6& re& &!8$"$r&$& y re& !e 'ro!(cc$<"? e& !$"8$c& co"r$;(ye & 6& 8eor& co"$"(& !e 6o 'ro!(co y ("& 'ro!(cc$<" 8 <'$8&* L& $"#e"$er%& co"c(rre"e e ("& 8eo!o6o#%& re6&$&8e"e "(e& y 'or 6o &"o "o 8(c=& e8're& 6& =&" $8'6e8e"&!o o "o e" ( o&6$!&!? co8K"8e"e e e"c(e"r& (e 6& e8're& 6o =&" =ec=o o6&8e"e e" ,or8& co"("& !e re !e'&r&8e"o? 6o c(&6e o" M&re$"#? D$eGo y De&rro66o* P&r& e6 !e&rro66o !e 6& 8&($"& !o$,$c&!or& e =&" e"$!o e" c(e"& e6 8&re$"# y e6 !$eGo 6o c(&6e e =&" e'ec$,$c&!o & 6o 6&r#o !e6 r&;&o* Por or& '&re? !e &6#("& ,(e"e !e $",or8&c$<" e $e"e" 6o 'r$"c$'$o &'6$c&!o 'or &6#("& 8($"& e$e"e &6e co8o 6& !o$,$c&!or& !e (#o? !o$,$c&!or& !e cre8&? e"re or& &% co8o !o$,$c&!or& !e c=oco6&e y& e$e"e e" e6 8erc&!o 'ero (e "o o" 6& o6(c$<" 8 e,$c$e"e &6 'ro;6e8&* E& reco6ecc$<" !e $",or8&c$<" >e&!o !e6 &re@ e 66e< & c&;o !(r&"e e6 !e&rro66o !e ee 'royeco 'r$"c$'&68e"e e" 6& ,&e $"$c$&6? e $8'or&"e co"ocer 6& ec"o6o#%& e$e"e y 6o 'ro!(co !e 6& co8'ee"c$& '&r& !e e& 8&"er& o;e"er 8eore !$eGo y 'or 6o &"o !e&rro66o 8 e,$c$e"e y 8 co8'e$$o e" e6 8erc&!o* P&r& 6& ,&;r$c&c$<" !e6 'ro!(co e o'&r 'or 6& ($6$&c$<" !e '$e& y 8&er$&6e co8("e !e ,&;r$c&c$<" $"!(r$&6? eo ,&c$6$& 6o 'roceo 'ro!(c$o y 'er8$e 6& ($6$&c$<" !e ec"o6o#%& e$e"e* C(&"!o (" 'ro!(co re($ere !e "(e& ec"o6o#%& '&r& ( ,&;r$c&c$<" e $"c(rre" e" #&o 8(c=o 8&yore? e "ece&r$o $"e$#&c$<" y !e&rro66o !e 'ro!(c$$!&!* De;$!o & 6& 6$8$&c$o"e eco"<8$c& e "ece&r$o (e "(ero 'ro!(co "o re($er& !e !e&rro66o !e "(e& ec"o6o#%& !e 'ro!(cc$<"? e $8'or&"e (e 6& !o$,$c&!or& e &(e !e 8&"er& ,c$6 & 6& ec"o6o#%& e$e"e e" e6 '&% o !e ,c$6 &cceo e" oro*
73
Te"$e"!o e" c(e"& (e 6& I"#e"$er%& co"c(rre"e ;(c& 6& $"e#r&c$<" !e 6& !$,ere"e re& !e 6& e8're&? e6 !$eGo (e#& ("& '&re !eer8$"&"e !e"ro !e6 'roceo !e ,&;r$c&c$<" y '&r& ee e c(e"& co" =err&8$e"& !e"ro !e6 re& !e !$eGo y &8;$" !e"ro !e6 re& !e &6e"o =(8&"o* A% e$e" =err&8$e"& !e !$eGo co8o CADCAMCIM (e 'er8$e" o;er&r 6& ,("c$o"&6$!&! !e 6& '$e& y 6& 'o$;6e ,&66& (e 6& 8$8& '(e!e" 66e#&r & 'ree"&r !e"ro !e6 'roceo !e e"&8;6&!o o ,("c$o"&8$e"o? !$c=& =err&8$e"& !e;e" er 8&"e&!& !e ,or8& &!ec(&!& y '&r& eo e !e;e co"&r co" 'ero"&6 c&'&c$&!o* De $#(&6 ,or8& '&r& e6 !e&rro66o !e c&!& ("& !e 6& '&re (e co",or8e" 6& !o$,$c&!or&? 6& !$,ere"e re& !e 6& or#&"$&c$<" e"!r" ("& $"ere"c$<" ;$e" e& !$rec&? e" e6 c&o !e6 re& !e !$eGo o !e 'ro!(cc$<"? o $"!$rec& e" e6 c&o !e6 re& &!8$"$r&$&* Co8o e 8e"c$o"< e" (" 'r$"c$'$o 6& &'6$c&c$<" !e 6& $"#e"$er%& co"c(rre"e e !e;e =&cer & r& !e o!o e6 c$c6o !e $!& !e6 'ro!(co? $" !ec($!&r6o e" "$"#K" '("o !e6 8$8o? '&r& eo e !e;e" 66e&r & c&;o !$,ere"e e&'& e" e6 c$c6o !e $!& !e6 !$eGo !e6 'ro!(co? e& e 8(er&" e" 6& $#($e"e ,$#(r&
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F$#*19* E&'& !e6 c$c6o !e $!& !e !$eGo 5*
DESARROLLO DE LAS ESTRATE)IAS DE MARETIN)
5*1* MARCA Or#&"$&c$<" I""o&c$<" e" 8&($"&r$& I"!(r$&6 INMAIN* No8;re !e 6& 8&($"& Do$,$c&!or& !e c=oco6&e MC 2704* S6o#&" E6 "&c$8$e"o !e "(e& o'or("$!&!e Lo#o
75
F$#*20* Lo#o$'o !e 6& 8&rc& !e 6& e8're& Ee 6o#o =& $!o !e,$"$!o '&r& ("& e8're& ,&;r$c&"e !e ;$e"e $"!(r$&6e? & 'e&r !e eo !$c=o ;$e"e e '(e!e" !e$"&r "o o6&8e"e & 6& $"!(r$& c=oco6&er&* E& e ("& 8&rc& ;&&!& e" 6& er&Ge& '(e $ ;$e" e $"c6(ye" co8'o"e"e !e6 "o8;re !e 6& e8're&? ee "o $"!$c& e6 "o8;re co8o &6* A!e8 co8o e $$;6e e =& co8;$"&!o (" %8;o6o co" (" $'o !e 6er&* Ee 6o#o e e6 (e re'ree"&r & 6& e8're&? (e e !e$"&!& & ,&;r$c&r 8&($"&r$& $"!(r$&6* E" ee c&o e =& !e&rro66&!o e6 co"ce'o !e ("& !o$,$c&!or& !e c=oco6&e c(y& 8&rc& c&r&cer%$c& er
F$#*21* Lo#o$'o !e 8&($"& !o$,$c&!or& !e c=oco6&e MC-2704 5*2* PRODUCTO 76
L& 8&($"& !o$,$c&!or& !e c=oco6&e co"&r co" c&r&cer%$c& co8o 6& e,$c$e"c$&? 6& e#(r$!&! y e6 'rec$o (e 6e 'er8$$r" er 8 66&8&$& e" e6 8erc&!o* Se #&r&"$&r (e c&!& ("o !e 6o 8&er$&6e ($6$&!o e" 6& ,&;r$c&c$<" !e 6& !o$,$c&!or& !e c=oco6&e c(8'6$r co" e"!&re !e c&6$!&! y ;r$"!&r" &6 ((&r$o 6& co",$&"& !e e&r &!($r$e"!o (" 'ro!(co co8'6eo* L& 6%"e& !e !o$,$c&!or& (e e $"ro!(c$r e" e6 8erc&!o co"&r co" &6#("o &r$;(o c&r&cer%$co !e 6& 8&($"& (e o" (&!& e" !$c=& &c$$!&!? '(e eo 6e ;r$"!&" ("& 8&yor 'ro;&;$6$!&! !e reco"oc$8$e"o 'or '&re !e6 co"(8$!or* A 'e&r !e (e 6& !o$,$c&!or& c(e"e co" &r$;(o $8$6&re & 6o !e 6& e$e"e? e "ece&r$o 8&rc&r 6& !$,ere"c$& y '&r& e66o e ($6$&r" !$eGo !$,ere"e (e $"c6(y&" 'o$;6e 8o!$,$c&c$o"e e" co6or y ,or8& >$" !e&r & (" 6&!o 6& ro;(e (e c&r&cer$& & 6& 8&($"&r$& $"!(r$&6@* E" c&o !e (e &6#("& !o$,$c&!or& 'ree"e &6#K" $'o !e ,&66&? 6& e8're& #&r&"$& 6& re$$<"? re'&r&c$<" y !e er "ece&r$o? 6& ($(c$<" !e 6& 8$8&? $e8're y c(&"!o !$c=& ,&66& e& !e"ro !e6 $e8'o e$'(6&!o e" 6& #&r&"%&* P&r& 6o#r&r (e e6 c6$e"e ee e#(ro !e 6& co8'r& (e re&6$&r? 6& e8're& ;r$"!&r &eor%& co" re'eco &6 ,("c$o"&8$e"o !e 6& !o$,$c&!or& y &c6&r&r c(&6($er !(!& (e e '(e!& 66e#&r & 'ree"&r* 5*3*
PRECIO
D(r&"e 6o 'r$8ero c(&ro &Go !e co8erc$&6$&c$<" e =& e&;6ec$!o (" 'rec$o !e e"& !e [1*000*000 'or !o$,$c&!or&? ee &r$&r c&!& &Go e#K" 6o c&8;$o e" e6 coo !e 6& 8&"o !e o;r&? 8&er$&6e y =err&8$e"& ($6$&!& e" 6& ,&;r$c&c$<" !e 6& !o$,$c&!or&* T&6 'rec$o =& $!o e&;6ec$!o &6 e"er e" c(e"& 6& rec('er&c$<" eco"<8$c& (e !e;e &r&e&r 6& e8're& !e'( !e6 6&"&8$e"o !e 6& !o$,$c&!or&? r&"c(rr$!o !$c=o 6&'o !e $e8'o y e"$e"!o e" c(e"& co"$!er&c$o"e re6&c$o"&!& co" e6 coo !e 8&er$&6e o !e 8&"o !e o;r&? e6 'rec$o !e e"& !$8$"($r y er !e [13*000*000*
77
P&r& $"ce"$&r 6& co8'r& !e 6& !o$,$c&!or& 'or '&re !e 6& e8're& (e e" $"c6($!& e" e6 8erc&!o 8e&? e 8&"e&r" 6& $#($e"e ,&c$6$!&!e !e '&#o •
P&#o & cr!$o e 'o!r '&#&r e6 0 !e6 &6or o&6 !e 6& 8&($"& e" ("& c(o& $"$c$&6 y e6 oro 0 e !$r$;($r e" re c(o& (e e 'o!r" !$r$;($r & co"e"$e"c$& !e6 co"(8$!or co8o e eG&6& & co"$"(&c$<" 6& 'r$8er& c(o& !e6 10? 6& e#("!& !e6 20 y 6& ercer& !e6 30 y e" ,or8& co"r&r$& '&r& ($e" &% 6o !eee? e !ec$r? 6& 'r$8er& c(o& !e6
•
30? 6& e#("!& !e6 20 y 6& ercer& !e6 10* P&#o !e co"&!o e" c&o !e (e e6 co"(8$!or '&#(e e" ("& o6& c(o& e6 100 !e6 'rec$o !e 6& !o$,$c&!or&? ee rec$;$r (" !ec(e"o !e6 4
•
o;re e6 &6or (e e =& ,$&!o &"er$or8e"e* Dec(e"o 'or c&"$!&! $ ("& e8're& !ee& &!($r$r !o o 8 !o$,$c&!or& &6 8$8o $e8'o e =&r (" !ec(e"o !e6 12 e" c&o !e '&#&r !e co"&!o y !e6 : $ e '&#& & cr!$o*
5*4*
PLAA
Co8o 'r$8er& 8e!$!& '&r& 6o#r&r (e 6& !o$,$c&!or& !e c=oco6&e e e"!&" &!ec(&!&8e"e? e =& e&;6ec$!o (e e6 c&"&6 !e !$r$;(c$<" 8 &!ec(&!o '&r& =&cer 66e#&r 6& !o$,$c&!or& &6 8erc&!o 8e& e &(e6 (e re6&c$o"e &6 ,&;r$c&"e co" 6o co"(8$!ore 'or 8e!$o !e e"!e!ore c&'&c$&!o (e e e"c&r#&r" !e 'ro8oc$o"&r 6& !o$,$c&!or& e" 6& !$,ere"e e8're&* P&r& eo e6 'ero"&6 er co"r&&!o y c&'&c$&!o 'or 6& e8're& ,&;r$c&"e y (e e r&6&!&r & !$,ere"e or#&"$&c$o"e (e co8'o"#&" e6 8erc&!o 8e& co" e6 ,$" !e !&r & co"ocer 6o ;e"e,$c$o y e6 ,("c$o"&8$e"o !e6 'ro!(co* E &% co8o e6 ,&;r$c&"e 'o!r !&r & co"ocer e6 'ro!(co? "o <6o co8o ("& "(e& 8($"&? 6o !&r & co"ocer co8o 6& 'o$;$6$!&! !e &(8e"&r e6 reco"oc$8$e"o y 6o $"#reo #r&c$& & 6& 8eor& !e6 'roceo 'ro!(c$o (e e &6c&"& & r& !e 6& $8'6e8e"&c$<" !e 6& !o$,$c&!or&* T&8;$" e =& e&;6ec$!o (e e6 $e8& !e r&"'ore & ($6$&r er co"r&&!o? eo e =& =ec=o e"$e"!o e" c(e"& e6 &8&Go (e e"!r 6& e8're& y co" 6& 78
$!e& !e &'roec=&r 6& e'er$e"c$& (e $e"e" or#&"$&c$o"e !e!$c&!& &6 r&"'ore !e ;$e"e $"!(r$&6e? '(e e& #&r&"$&" (e 6o ;$e"e 66e#&" e" 'er,eco e&!o & 6& 8&"o !e 6o co"(8$!ore* A!e8 !e'( !e (e 6& !o$,$c&!or& =&y& 66e#&!o & ( !e$"o ,$"&6? ("& 'ero"& !e 6& e8're& ,&;r$c&"e e !$r$#$r &6 8$8o '&r& re&6$&r 6& $"&6&c$<" !e 6& 8&($"& e $6(r&r & 6o co"(8$!ore 6& $"!$c&c$o"e 'er$"e"e o;re e6 ,("c$o"&8$e"o y 8&"eo !e 6& 8$8&* E6 &6c&"ce !e 6& !$r$;(c$<" !e 6& !o$,$c&!ore e e'ec$&68e"e !e,$"$!o e" 6& o"& &"!$"& >e" 6& c(&6 e =& e&;6ec$!o e6 8erc&!o 8e&@? & 'e&r !e eo "o e !ec&r&" 'o$;6e !$r$;(c$o"e (e e '(e!e" 66e#&r & re&6$&r 'or 'e!$!o e'ec$&6e e" or& o"& !e6 '&%? '&r& e& e !e;e co"r&&r &8;$" e6 er$c$o !e r&"'ore? '(e co8o y& e 8e"c$o"
PROMOCI.N
Te"$e"!o e" c(e"& e6 $'o !e 'ro!(co (e e !ee& co8erc$&6$&r y 6& 'o$;$6$!&!e (e e"re#&" 6o 8e!$o !e co8("$c&c$<" e =&" e&;6ec$!o 6& $#($e"e er&e#$& '&r& 'o!er !&r & co"ocer 6& !o$,$c&!or& !e c=oco6&e P&r& 6o#r&r $"ro!(c$r 6& 8&($"& e" e6 8erc&!o y !&r6& & co"ocer & •
6& !$,ere"e or#&"$&c$o"e (e '(e!&" e&r $"ere&!& e" &!($r$r6&? e =&r" '(;6$c&c$o"e e" re$& $"!(r$&6e o !e 'ro8oc$<" !e ;$e"e $"!(r$&6e? eo e =&r co"$"(&8e"e 6o 3 'r$8ero 8ee !e'( !e6 6&"&8$e"o !e 6& !o$,$c&!or& y e" $"er&6o !e ("o >1@ o !o >2@ 8ee ,$"&6$&!o e6 'er$o!o &"er$or* E& er&e#$& e =& &!o'&!o &6 co"$!er&r (e &6#("& !e 6& e8're&
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79
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U"& !e 6& re$& (e e '(e!e 66e#&r & ($6$&r e 6& !e E($'o y o6(c$o"e? (e e e'ec$&6$& e" 'ro!(co? o6(c$o"e y er$c$o !e ec"o6o#%&* De e& ,or8& e 'o$;6e 66e#&r & &(e66& e8're& •
(e "o ,rec(e"&" 'or&6e !e $"er"e* A6 8$8o $e8'o (e e 66e& & c&;o 6& 'r$8er& er&e#$& e =& '6&"e&!o !$eG&r ("& '#$"& e; (e 'er8$& !&r & co"ocer e6 'ro!(co & r& !e (" 8e!$o 8&$o !e co8("$c&c$<" >e6 $"er"e@* )r&c$& & e& 6o 'oe"c$&6e co"(8$!ore 'o!r" o;er&r 6& !$,ere"e c&r&cer%$c& !e 6& !o$,$c&!or& y 6& e"&& (e e& '(e!e" e"re#&r & ( or#&"$&c$<"* Ee 8e!$o &8;$" e ($6$&r '&r& (e 6o c6$e"e '(e!&" co"(6&r 'rec$o y re&6$&r 6o 'e!$!o* Co8o e 8e"c$o"< e6 8e!$o & ($6$&r '&r& !e&rro66&r e& er&e#$& er e6 $"er"e? e 'or eo (e e &cce!er & 'or&6e co8o e6 !e )oo#6e (e 'er8$e" 8or&r &"("c$o !e 6& e8're& ("o & re(6&!o re6&c$o"&!o >(e e =&" o;e"$!o & r& !e 6& ;K(e!& !e (" ((&r$o@? !$c=o &"("c$o e co;r&" o6&8e"e $ e6 ((&r$o =&ce c6$c o;re e6 6$" (e re6&c$o"& & 6& e8're&? &!e8 6& e8're& (e!& re#$r&!& e" 6& ;&e !e !&o A!Zor! !e )oo#6e y !e e& ,or8& e 'o!r =&cer 'ro8oc$<" 'or 8e!$o !e oro $$o e; (e e"#&" co"e"$!o re6&c$o"&!o co" e6 'ro!(co & co8erc$&6$&r >!o$,$c&!or&@ y (e ($6$ce" e6 'ro#r&8& )oo#6e A!Se"ce '&r& 8or&r &"("c$o* L& 'r$8er& er&e#$& co"$!er& '&(& e" re$& !e6 ecor $"!(r$&6? e" e66& e 8e"c$o"< & E($'o y o6(c$o"e co8o ("& re$& '&r& &"("c$&r 6& !o$,$c&!or&? &!e8 !e co"&r co" 6& e!$c$<" $8're& e66o 8&"e&" (" 'or&6 e" $"er"e (e &8;$" 'er8$e '&(&r ee $'o !e 'ro!(co? '&r& 6o#r&r =&cer !$c=o &"("c$o e '(e!e &cce!er & E($'o y o6(c$o"e*co8* T&8;$" e 'o!r co"r&&r (" e'&c$o e" 6& '#$"& !e 8erc&!o 6$;re? e& 'er8$e 'ro8oc$o"&r 6o 'ro!(co !e o!o $'o? e" "(ero 80
c&o (" ;$e" $"!(r$&6* E6 coo !e'e"!er !e 6& c&"$!&! !e ("$!&!e (e e e"!&" y &8;$" !e 6& c&e#or%& (e e !eee co"r&&r
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='*8erc&!o6$;re*co8*co886*,&*'or&6F&*F&Co"ro66e r&"erF&,&I!2407c&e#I!PUBL Oro 'or&6 (e 'er8$e '(;6$c&r &"("c$o e" !$$"o $$o e; e '&(e,&c$6*co8? e" ee e '(e!e co"r&&r e6 er$c$o !e &"("c$o y e6e#$r e" c(6 !e 6o !$,ere"e $$o e; !e re$& >e e"c(e"r&" D$"ero*co8 o B($"eCo6*co8@ =&cer e6 &"("c$o? e"$e"!o e" c(e"& e6 $'o !e ;$e" (e e !ee& co8erc$&6$&r* E" ee c&o e6 co;ro e =&ce e#K" e6 "K8ero !e c6$ (e 6o ((&r$o =&#&" o;re e6 &"("c$o* •
A!e8 !e 6o &"er$or y co" e6 ,$" !e 66e#&r &(e66& e8're& (e "o e'6ore" 6& re$&? e6 $"er"e o (e !ee&" ("& 8&yor &eor%& o;re 6& !o$,$c&!or& !e c=oco6&e e =& '6&"e&!o ;r$"!&r c&'&c$&c$<" & &6#("& 'ero"& o;re e6 ,("c$o"&8$e"o? 6& $"&6&c$<" y 6& e"&& !e 6& !o$,$c&!or&? '&r& (e !e e& ,or8& !$c=& 'ero"& '(e!&" !&r & co"ocer e6 'ro!(co e" 6& or#&"$&c$o"e 8e"c$o"&!& &"er$or8e"e*
81
CONCLUSIONES •
E6 $"cre8e"o !e6 8erc&!o !e6 c=oco6&e o,rece #r&"!e o'or("$!&!e !e &8'6$&c$<" y ec"$,$c&c$<" & 6& e8're& c=oco6&er& (e e =&" e6ecc$o"&!o co8o e6 8erc&!o 8e& !e "(er& !o$,$c&!or&? #r&c$& & eo e =&ce $&;6e !e&rro66&r e6 co"ce'o !e 6& 8$8&*
•
N(ero ;$e" $"!(r$&6 e 'e"&!o '&r& e6 8erc&!o 8e& (e e =& !e,$"$!o? '(eo (e 6& #r&"!e e8're& !e6 '&% y& e e"c(e"r&" 8(y 'o$c$o"&!& y c(e"&" co" 6%"e& !e 'ro!(cc$<" co" (" "$e6 !e &(o8&$&c$<" ('er$or &6 (e o,rece "(ero 'ro!(co*
•
L& ec"o6o#%& e$e"e e" e6 8erc&!o re'ree"&" ("& #r&" '&(& '&r& 6& e6ecc$<" o'c$o"e $&;6e e" e6 !e&rro66o !e6 co"ce'o !e "(er& 8&($"&? '(e e #r&c$& & !$c=& ec"o6o#%& (e e '(e!e o;er&r 6& e"&& y !ee"&& (e !eer8$"&!o 8ec&"$8o '(e!e" 'ree"&r*
•
N(er& 8&($"& !o$,$c&!or& !e c=oco6&e e ("& #r&" &6er"&$& '&r& 6& 8e!$&"& e8're& !e ,&;r$c&c$<" !e 'ro!(co !e c=oco6&e? y& (e c(e"& co" (" 8ec&"$8o !e co"ro6 ro;(o y &6 co"&r co" (" 8eor co"ro6 e $e"e 6& c&6e ec"o6<#$c& '&r& 6o#r&r 'ro!(co !e 8&yor 82
c&6$!&!? 8$"$8$&c$<" !e !e'er!$c$o? 'roecc$<" !e6 8e!$o &8;$e"e? 8&yor re"!$8$e"o y ,$"&68e"e 8&yore 8r#e"e !e e#(r$!&!* •
E $8'or&"e co"ocer e6 e&!o !e6 &re? '&r& re&6$&r e6 !e&rro66o !e "(eo 'ro!(co? &% co8o co"ocer & 6& co8'ee"c$&? &;er ( er&e#$& y 6& ec"o6o#%& !e&rro66&!&? '&r& $r $e8're (" '&o &!e6&"e? &=or& ("o co" 6& "ece$!&!e !e6 c6$e"e '(e!e" 6o#r&re 'ro!(co e$oo e" e6 8erc&!o? !e &6& c&6$!&! y &6 8$8o o 8eor "$e6 !e 6& co8'ee"c$&*
BIBLIO)RAF/A 1* ='*cr$;!*co8!oc1:392274Nor8&-ICONTEC-2009* 2*='*#oo#6e*co8*co=6eco8oaea=&ceae6ac=oco6&ea&re&"&68 e&&4&$#10&6oco8oaea=&ceae6ac=oco6&ea#r,&$,'9 59941&,31&0c: 3* ='*,or8e*e8&#!&DA*'!, 4*='*$e'&c'*co8e8&($"&r$&-!e-e"&&!o!o$,$c&!or&&(o8&$c&!o$,$c&!or&-&(o8&$c&-!e-6$($!o-y-cre8&-$-6#-$"o y8,o"y9109,:73e13!5,2e727,,!ee!&c!,37 *='*$e'&c'*co8e8&($"&r$&-!e-e"&&!o!o$,$c&!or&&(o8&$c&!o$,$c&!or&-!e-6$($!o-y-cre8&-$-# :*='*'&"ec=$-$"#e"$er$&*co8*&rr&;&oe($'o!o$,$c&!or&;oo8*=86 7* =''!,*r$"co"!e6&#o*co8&"&6$$-!e-8erc&!oc=oco6&e*=86 5*='*;($"eco6*co8!$recor$o$"!e*'='3c&e#ory E8're& Co6o8;$&"& 9* ='(er*er$c$o*reec&6*eorreorre8rc=oco6&e&;o(c=oco6&e*=8 83
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