ALIANZAS ESTRATEGICAS
NOMBRE DEL PROPONENTE JONATHAN JONATHAN HERRERA WILLIAM MORA
UNIVERSIDAD ECCI FACULTAD DE INGENERIA INGENERIA MECANICA BOGOTA
ALIANZAS ESTRATEGICAS
NOMBRE DEL PROPONENTE JONATHAN HERRERA WILLIAM MORA
ENTREGADO:
PROFESORA SANDRA MILENA NAVARRO SIERRA
UNIVERSIDAD ECCI FACULTAD DE INGENERIA INGENERIA MECANICA BOGOTA
TABLA DE CONTENIDO
1. INTRODUCCION 2. HISTORIA 3. DEFINICION ALIANZA ESTRATEGICAS 4. CARACTERISTICAS 5. VENTAJAS 6. DESVENTAJAS 7. TIPOS DE ALIANZAS 8. EJEMPLOS 9. CONCLUSIONES 1.RECOMENDACIONES 11.!I!LIOGRFIA
INTRODUCCION L"# "$%"&'"# (#)*")+,%-"# #& #-%(/"/(# (& $"# 0( /# # (*(#"# )*"""& (& -&&) "*" $,*"* ()%# 0( #& )"(&)( (&(-%##. L"# (*(#"# (/(& -"*)%* *(-*## %&:*"-%;& -""-%/"/(# < *%(#,# "*" $,*"*$. S(,=& P*/-(*># (S*-( &" *"';& -=& "*" (&)*"* (& &" "$%"&'" (#)*")+,%-" (# )(&(* $" (&)"" /( $"# %&&"-%&(# /( )*" -"?@" #%& )(&(* 0( %&(*)%* (& &("# %&(#)%,"-%&(# < /(#"**$$#. S% %(& $"# (*(#"# "& )%$%'"/ "& #"/ $" "/0%#%-%;& "*" $$("* " -" "$,&# /(
(#)# ()%# (& ($ "#"/ ($ :*"* &" "$%"&'" (#)*")+,%-" *(#$)" # *(&)"$(.
HISTORIA E$ -"*-)(* /%&%- < ($)% /( $# *-(## /( :*"-%;& < /(#"**$$ /( "$%"&'"# (#)*")+,%-"# (# & /( $# )("# 0( /(#%(*)" "<* %&)(*+# (& $" %&(#)%,"-%;& #*( "$%"&'"#. T*"/%-%&"$(&)( "#(-)# /($ *-(# "& #%/ "&"$%'"/# /( :*" %&/((&/%(&)( < " /%#)%&)# (&:0(# )(;*%-#. E$ ()% /($ )*"" (# "&"$%'"* $" -&)*%-%;& 0( $" T(*@" CB($)%" /(
A$%"&'"# *(#)" * '" < L(%& 1998 *("$%'" " # (#)/%. E#)" (*#(-)%" ($)%" ($%-" & #;$ $" #(-(&-%" /( ()""# 0( #-(/(& /(#/( 0( $"# (*(#"# /(-%/(& (&)*"* (& &" "$%"&'" "#)" 0( +#)" &"$%'" #%& )"%+& $" "/")"-%;& /($ *% "-(*/ " $"# (#)*")(,%"# /( $# #-%# "#@ - $" -&(%;& -& ($ (&)*&. E$ "&$%#%# /( (#)" )*%$( %&)(*-&(%;&B $" ($-%;& /( $" "$%"&'" $"# (*(#"# "*)@-%(# (& ($ "-(*/ < ($ (&)*&B (# &" /( $"# *%&-%"$(# "*)"-%&(# /($ )*"" < (*%)( &" -)"&)( *(&"-%;& /( $"# -&/%-%&(# %&%-%"$(# 0( -&$$(" "$ +%) /( $" "$%"&'".
U ES UNA ALIANZA ESTRATGICAK U&" "$%"&'" (#)*")+,%-" (/( /(&%*#( - $" &%;& /( /# # (*(#"# "*" /(#"**$$"* -&&)"(&)( "$,&" /( $"# /%#)%&)"# /"$%/"/(# /( -(*"-%;& (& $# &(,-%# -%/(*"&/ & *%'&)( /( )%( " $"*, $"'. L" A$%"&'" E#)*")+,%-" (# & /( $# *%&-%"$(# %)*(&)# 0( /((*& )%$%'"* $"# *,"&%'"-%&(# "*" *(#$(* (%)#"(&)( $# /(#":@# $"&)("/# * $" G$"$%'"-%;& < C()%)%%/"/.
O!JETIVO DE LAS ALIANZAS U&" "$%"&'" /(( (*#( - &" :*" /( -"*)%* *%(#,# < :*)"$('"#. E$$ #%,&%-" 0( /(#/( ($ %&%-% /(( (%#)%* & (0%$%*% /( *(-("# < ($%,*# "*" $"# (*(#"# %&$-*"/"# PARA U SIRVEN LAS ALIANZAS ESTRATGICAS K U&" "$%"&'" (#)*")+,%-" )%(&( -"# < < =)%$(# :&-%&(# S"$"* &" (*(#" /( $" 0%(*" M(*"* */-)# A$%"* (*-"/# I&-*((&)"* (&)"# I&-*#%&"* (& )*# (*-"/# C$((&)"* */-)# #(*%-%# E"&/%* # (*-"/ "$ $"& %&)(*&"-%&"$ CARACTERISTICAS
PRINCIPALES VENTAJAS
PRINCIPALES DESVENTAJAS L" *%&-%"$ /(#(&)"" 0( -**(& $"# -"?@"# (& &" "$%"&'" (#)*")+,%-" (# 0( (/(& (&)*(,"* "# /( $ 0( )%(&(& " -"% - (/( #(* C&-%%(&)# )(-&$;,%-# < -%(&)@-#. A--(# "$ (*-"/. F"-%$%)"* " $# -()%/*(# "-)%%/"/(# /( " -#) "*" "$-"&'"* &("# )(-&$,@"# < (*-"/#. ITO EN ALIANZAS ESTRATEGICAS
ELECCION DE LOS SOCIOS
( "</( " $" (*(#" " $,*"* ## ()%# (#)*")+,%-#
D(( )(&(* -""-%/"/(# 0( & )%(&( $" (*(#"
C"*)%* ($ ()% /( $" "$%"&'"
U)%$%'"* $# -&-%%(&)# (& (&(-% ).
ESTRUCTURA DE LA ALIANZA
R(/-%* *%(#,# /( )*":(*(&-%" & /(#("/" /( )(-&$,@"
S"$","*/"# -&)*"-)"$(# - *)(--%;& "$ *)&%#
A"# "*)(# "-*/"* ($ %&)(*-"% /( -()(&-%"# < )(-&$,@"# /(&%/"# *(%"(&)(.
C*%# %*)"&)( < (*"'.
FORMA DE ADMINISTRAR LA ALIANZA
M"%%'"* (&(-%#.
C"%)"$ *($"-%&"$ *($"-%&(# %&)(*(*#&"$(#
TIPOS DE ALIANZAS
ALIANZAS DE MERCADOTECNIA
E#)( )% /( "$%"&'"# )%$%'" ($ #%#)(" /( /%#)*%-%;& /( &" -"?@" "*" %&-*((&)"* $"# (&)"# /( & #-% 0( *(( & */-) #(*%-% (* -"*(-( /( & (-"&%# /( /%#)*%-%;& (:(-)% < &" (&" :(*'" /( (&)"#. S *;#%) (#)*")+,%- #%- (# %&-*((&)"* $"# (&)"# #%& )(&(* 0( "-(* &("# %&(*#%&(# %&-*((&)# ##)"&-%"$(# (& -#)# /%*(-)# $"# )%$%/"/(# "*& /( %&-*((&)"*#( -%/(*"$((&)(.
ALIANZAS DE PRODUCTOS
C"&/ (&$"'" " -*"/*(# -& ## *((/*(# (# "*" )(&(* (&)*(,"# *)&"# (*"* -"$%/"/ < *(/-%* -#)#. L# ,(*(&)(# /( "/0%#%-%;& /( ")(*%"$(# "& /(#-%(*) 0( (/(& "(&)"* $" -"$%/"/ *(/-%* ($ /(#(*/%-% < -#)# /( &5 "#)" & 1 "$ -($(*"* -&)*")# /( $"*, $"' -& ## *((/*(#. E& $"# "#-%"-%&(# /( "&:"-)*" -&&)" * *"';& /( -#)# /( (#-"$" )%(&( #(&)%/ (-&;%- -)*%* &" $"&)" -& ,*"& -""-%/"/ /&/( & #(* #%$( 0( $" /("&/" /( &" #$" -"?@" (/" "#*(* $" -""-%/"/ */-)%" ))"$.
ALIANZAS DE TECNOLOGIA
PRO!LEMQTICAS DE LAS ALIANZAS
DISEO DE LA ALIANZA
DESARROLLO DE LA ALIANZA
EJEMPLOS
CAFÉ LATTE (ALPINA + JUAN VALDEZ): H"-( &# "?# A$%&" < J"& V"$/(' -*("*& (#)( */-). H< * < (#)" (%/" $$""/" C"+ L"))( #%,( %,(&)( (& ($ (*-"/ < (# < $"* & #;$ /(&)* /( $# (#)"$(-%%(&)# /( J"& V"$/(' #%& )"%+& (& )%(&/"# < #(*(*-"/# $ 0( #&( "--(## " &(# -"&"$(# /( /%#)*%-%;& "*" -"/" &". S%& //" & (($ (%)# /( co-branding (& ($ 0( /# %*)"&)(# < *(-&-%/"# "*-"# /($ "@# #( -$((&)"& " $" (*:(---%;& :*(-%(&/ $ (* /( $# /# &/# ($ -":+ /( J"& V"$/(' < $" $(-( /( A$%&".
BON YURT Y KELLOGS: S%& //" &" /( $"# "--%&(# # :"#"# /( CB*"&/%&, (& C$%". L" ('-$" (&)*( ($ $"* %# /( A$%&" < $# -(*("$(# ($$,# " /"/ %/" " & /( $# */-)# # :"## < (%)## (& &(#)* "@# (& $# $)%# "?#.
GRUPO BIMBO Y GRUPO LALA C(* (# $" *%(*" < =&%-" $(-( -& -(*("$ /($ (*-"/ (& ($ "@# /( M(%-.C "*)( /( # -*%# -& $" #"$/ < ($ %(&(#)"* /( $" $"-%;& G* !% < G* L"$" (*(#"# $@/(*(# (& $" %&/#)*%" /( "$%(&)# "&&-%"*& &" "$%"&'" (#)*")+,%-" -& ($ ()% /( &(* "$ "$-"&-( /( $# -%/*(# */-)# %&&"/*(# "-*/(# " ## &(-(#%/"/(# < *(:(*(&-%"#. C(* (# $" *%(*" < =&%-" $(-( -& -(*("$ 0( -%&" $ &)*%)% /( $" $(-( < $# -(*("$(# /( "&(*" $%,(*" < *(:*(#-"&)(. UBER Y TOYOTA FORMAN UNA ALIANZA ESTRATÉGICA: U(* 0( "*(-@" "-(*#( 0(/"/ #%& *()(&/%(&)( *(#(&)" ($ "-(*/ -
&" "#-%"-%;& (#)*")+,%-"W. T<)" * # "*)( " "&&-%"/ X&" %&(*#%;& (#)*")+,%-" (& U(* (& ($ "*- /( & "-(*/ &/%"$ # ,*"&/(X. L" -"&)%/"/ 0( %&<(-)" ($ :"*%-"&)( "&+# #( /(#-&-(. E$ $"& %&-$<( /%(*#"# -%&(# "*" 0( $# -&/-)*(# /( U(* (/"& (*"* -& /($# /( T<<". A"# #( -*()(& (& -*/%&"* $# (#:(*'# "*" "$%"* ($ #(*%-% /( --( -"*)%/ (& &(# (*-"/#.
FACEBOOK + SKYPE: E& $% /( 211 F"-( "&&-%; # "$%"&'" (#)*")+,%-" -& S<( 0( "@" #%/ *(-%(&)((&)( "/0%*%/" * M%-*#:). E#) (*%)%; " M%-*#:) *%/"(&)( (&)*"* "$ (#"-% /( *(/(# #-%"$(# S<( *(-%%; "--(# " & ,*"& &=(* /( &(# #"*%# < F"-( / %&)(,*"* $" )(-&$,@" /( S<( "*" (*%)%* %/($$""/"# #%& )(&(* 0( "-(* $" %&(*#%;& "*" -)*%*$".
ELI LILLY: L%$$< #( "#-%; -& $" -"?@" G"$",# -& #(/( (& !+$,%-" "*" /(#"**$$"* )*")"%(&)# "*" $" #)(*#%#. L%$$< )"%+& #( "#-%; -& ($ ,* +/%- !%MS /( C"&"/ (& & "-(*/ /( $%-(&-%" < /(#"**$$ /( & &( )*")"%(&) "*" $" (#-$(*#%# =$)%$(. E& J";& L%$$< #( " "#-%; -& <" H" ,< C. L)/. "*" "-(* & )*")"%(&) /($ -&-(* /%*%,%/ "$ (*-"/. L%$$< )(&/* $" $%-(&-%" (-$#%" "*" /(#"**$$"* < (&/(* $# */-)# (& )/ ($ &/ (-() (& J";&.
STARBUCKS: E& 1996 S)"*-# #( "#-%; -& P(#%- "*" ()($$"* /%#)*%%* < (&/(* $" $"* (%/" " "#( /( -":+ F*""-%&. U&" "$%"&'" (&)*( S)"*-# < U&%)(/ A%*$%&(# #( )*"/ (& 0( ($ -":+ #( :*(-@" (& $# ($# -& ($ $, /( S)"*-# (& $"# )"'"# < &" "#-%"-%;& -& *":) F/# *(#$) (& 0( ($ -":+ /( S)"*-# #( -(*-%"$%'"*" (& $# #(*(*-"/#. E& 26 S)"*-# :*; &" "$%"&'" -& $" NAACP #%,$" %&,$(#" /( $" A#-%"-%;& N"-%&"$ "*" ($ D(#"**$$ /( $" G(&)( /( C$*
CONCLUSIONES
L"# A$%"&'"# E#)*")+,%-"# #& -(-(&-%" /( $" &(-(#%/"/ &")*"$ /($ *-(# /( /(#"**$$ /( $"# :(*'"# */-)%"# 0( $%," " $" -&-(&)*"-%;& "*" "(&)"* $" (-"-%" " $" *" /( )%$%'"* $# *(-*## < "$-"&'"* $# "<*(# *(#$)"/#.
L# -"%# -)"&)(# ( %*(/(-%$(# (& ($ -*)"%(&) /($ (*-"/ *-"& 0( $"# *,"&%'"-%&(# & )(&,"& )%( /( "/0%*%* * #@ %#"# /()(*%&"/"# -""-%/"/(# /%#)%&)%"# (&)""# -()%)%"# 0( $"# $$("& " #-"* "$%"*#( -& )*"# *,"&%'"-%&(# "*" /(* #*(%%*. E# * ($$ 0( $"# A$%"&'"# E#)*")+,%-"# (%/(&-%"& ($ (* / /( $,*"* -()%)%%/"/ (& & &/ "$)"(&)( ,$"$%'"/.
RECOMENDACIONES
L"# (#)*")(,%"# /( $# ,%(*&# "*" *(#&/(* " $" ,$"$%'"-%;& & #&(& &" &(/"/ "#$)" #%& # %(& & %&)(&) /( "-/"*#( " # /%&%-" (/%"&)( %&%-%")%"# *",)%-"# < *("$%#)"# 0( (*%)"& $,*"* ## ()%# &"-%&"$(# " )*"+# /($ "*(-"%(&) /( $# (#"-%# 0( < :*(-( ($ &/. E#)"# (#)*")(,%"# *(Y("& ($ *(-&-%%(&) /( 0( $# "@#(# /( $" *(,%;& "&0( %&-""-(# /( -"%"* $" &")*"$('" %#" /( $" ,$"$%'"-%;& -(&)"& -& (&"# *)&%/"/(# "*" ""&'"* (& ## ()%# &"-%&"$(#.
BIBLIOGRAFÍA
!(*=/(' F*"&-%#- J. L" (#)*")(,%" /($ &( #%,$. E/. P$"&()" A'$. M+%-
N%((# F($%(. + #& "$%"&'"# (#)*")+,%-"#. E/. H%TE P")*%- M. M+%- ))#%#%.&#.(/.(!%V%*)"$P$%-"-%&(#"/%&%#)*"-%&3[ &6"$%"&'"#.) A$%"&'" E#)*")+,%-" 28 C$)"/ (& S()%(*( /($ 28 (& )) ."&",%&,#*).- ,$##"*<11$())(*" A$%"&'"# E#)*")+,%-"# 28 C$)"/ (& S()%(*( /($ 28 (& )).*"&".-$ ))"$%"&'"#(#)*")(,%-"#75879.$,#).-.- )).,*%.-(##"$"B/(B*("-&%-"/#B/(B *("261$%4,*B%B$"$".)$