Analisis Del Entorno Hoteles Estelar s2

CONTENIDO Pag. 1. ANALISIS DEL ENTORNO....................................................................................7 1.1 ANÁLISIS ANÁLISIS DEL DEL SECTOR SECTOR TERCIA TERCIARIO RIO (SERVICIO (SERVICIOS).... S)........ ........ ........ ........ ........ ........ ......... ......7 .7 1.2 HOTELERIA Y TURISMO.............. TURISMO....................... .................. .................. ................... .......................................8 .............................8 1.3 ESTADO ESTADO ACTUAL Y POTENCIAL DEL TURIMO..........................................11 TURIMO..........................................11 1.4 PROYECION PRO YECION Y FUTURO DEL SUSECTOR............... SUSECTOR...............................................11 ................................11 2. ANALISIS DE LAS ! FUER"AS.................. FUER"AS.......................... ................. .................. .................. ..............................12 .....................12 2.1 IN#RESO DE NUEVOS COMPETIDORES....................... COMPETIDORES..................................................12 ...........................12 2.2 PODER DE NE#OCIACION DE LOS VENDEDORES.................................12 2.3 PODER DE NE#OCIACION DE LOS CLIENTES................. CLIENTES.......................... ........................13 ...............13 2.4 NIVEL DE RIVALIDAD RIVALIDAD ENTRE COMPETIDORES................ COMPETIDORES......................... .................. ...............13 ......13 2.! PONDERACION TOTAL TOTAL CINCO FUER"AS.................. FUER"AS.......................... ................. ........................14 ...............14 3. ANALISIS PEST...................................................................................................1! 3.1

ANALISIS ANALISIS POLITICO.. POLITICO...... ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........1 ....1! !

3.2 ANALISIS ECONOMICO................................................................................1! 3.3 ANALISIS TECNOLO#ICO............................................................................1! 3.4 ANALISIS SOCIAL............... SOCIAL........................ .................. .................. .................. .................. ......................................1$ .............................1$ 3.! ANALISIS AMIENTAL...................................................................................1$ 4. MATRI" EFE SECTOR HOTELERO...................................................................1$ !. DIA#NOSTICO EMPRESARIAL DE HOTELES ESTELAR S.A........................17 !.1 PARTICULARIDADES PARTICULARIDADES DE LA EMPRESA......................................... EMPRESA.....................................................17 ............17 !.2 VISI%N............... VISI%N........................ .................. .................. ................. ................. .................. ................................................17 .......................................17 !.3 MISI%N...........................................................................................................17 !.4 O&ETIVOS DE LA OR#ANI"ACI%N..................... OR#ANI"ACI%N.............................. .................. .............................17 ....................17 !.! METAS............................................................................................................18 !.$ VALORES DE LA OR#ANI"ACI%N...............................................................18 !.7. RESE'A HISTORICA............ HISTORICA..................... .................. .................. .................. ........................... ...................................18 .................18 !.8 IMA#EN DE LOS CLIENTES................ CLIENTES......................... .................. .................. ......................................1 .............................1 !. ALIAN"AS COMERCIALES................ COMERCIALES......................... .................. ................. ................. ....................... ........................1 ..........1 $. DOFA HOTELES ESTELAR S.A.................. S.A........................... .................. ................. ................. .............................2 ....................2 3

$.1 FORTALE"AS......... FORTALE"AS.................. .................. .................. .................. ................. ................. .......................................... ..................................2 .2 $.2 DEILIDADES................................................................................................2 $.3 OPORTUNIDADES............. OPORTUNIDADES..................... ................. .................. .................. .................. ................. ...............................2 .......................2 $.4 AMENA"AS....................................................................................................21 7. FACTORES FACTORES CRITICOS DE *+ITO............... *+ITO........................ .................. .......................... ....................................21 ...................21 7.1 SUPUESTOS CRITICOS................ CRITICOS........................ ................. .................. .................. ................... ............................21 ..................21 8. ESTRATE#IAS CORPORATIVAS.......................................................................22 . ESTRUCTURA OR#ANI"ACIONAL................ OR#ANI"ACIONAL........................ ................. .................. ...................... .........................23 ............23 1. ACTIVOS........... ACTIVOS.................... .................. .................. ................. ................. .................. .................. ...........................................24 ..................................24 1.1 IN#RESOS...................................................................................................24 11. COMPETIDORES..............................................................................................2! 12. UNIDADES ESTRATE#ICAS............................................................................2! 13. MATRICES MATRICES ANALISIS HOTELES ESTELAR S.A.................. S.A............................. ...........................2$ ................2$ 13.1 MATRI" MATRI" MEFE................. MEFE......................... ................. .................. .................. .................. .........................................2$ ................................2$ 13.2 MATRI" MATRI" MPC................. MPC.......................... .................. .................. ................. ................. ...........................................2$ ..................................2$ 13.3 MATRI" IFE..................................................................................................27 13.4 MATRI" DOFA..............................................................................................28 13.! MATRI" MATRI" SAMOS................ SAMOS......................... .................. .................. ................. ........................ .......................................2 .......................2 14. RECOMENDACIONES......................................................................................34 1!. ILIO#RAFIA..................................................................................................3!

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$.1 FORTALE"AS......... FORTALE"AS.................. .................. .................. .................. ................. ................. .......................................... ..................................2 .2 $.2 DEILIDADES................................................................................................2 $.3 OPORTUNIDADES............. OPORTUNIDADES..................... ................. .................. .................. .................. ................. ...............................2 .......................2 $.4 AMENA"AS....................................................................................................21 7. FACTORES FACTORES CRITICOS DE *+ITO............... *+ITO........................ .................. .......................... ....................................21 ...................21 7.1 SUPUESTOS CRITICOS................ CRITICOS........................ ................. .................. .................. ................... ............................21 ..................21 8. ESTRATE#IAS CORPORATIVAS.......................................................................22 . ESTRUCTURA OR#ANI"ACIONAL................ OR#ANI"ACIONAL........................ ................. .................. ...................... .........................23 ............23 1. ACTIVOS........... ACTIVOS.................... .................. .................. ................. ................. .................. .................. ...........................................24 ..................................24 1.1 IN#RESOS...................................................................................................24 11. COMPETIDORES..............................................................................................2! 12. UNIDADES ESTRATE#ICAS............................................................................2! 13. MATRICES MATRICES ANALISIS HOTELES ESTELAR S.A.................. S.A............................. ...........................2$ ................2$ 13.1 MATRI" MATRI" MEFE................. MEFE......................... ................. .................. .................. .................. .........................................2$ ................................2$ 13.2 MATRI" MATRI" MPC................. MPC.......................... .................. .................. ................. ................. ...........................................2$ ..................................2$ 13.3 MATRI" IFE..................................................................................................27 13.4 MATRI" DOFA..............................................................................................28 13.! MATRI" MATRI" SAMOS................ SAMOS......................... .................. .................. ................. ........................ .......................................2 .......................2 14. RECOMENDACIONES......................................................................................34 1!. ILIO#RAFIA..................................................................................................3!

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LISTA DE TABLAS P,g. Ta-a Ta-a 1. C/0g CIUU R56 a H69a.................... H69a............................ ................. .................. ....................7 ...........7 Ta-a Ta-a 2. Ma6: 0 g6 0 ;< =>?06. ................. .......................... .............................12 ....................12 Ta-a Ta-a 3. Ma6: P06 0 g=a=/ 0  <006....................... <006................................ ................12 .......12 Ta-a Ta-a 4. Ma6: P06 0 Ng=a=/ 0  C.................. C........................... ..........................13 .................13 Ta-a Ta-a !. Ma6: N< 0 R?06.......... =>?06. ..........................................13 .................................13 Ta-a Ta-a $. A=< H Ea6................... Ea6............................ ................. ................. ..........................................24 .................................24 Ta-a Ta-a 7. Ma6: MEFE................. MEFE......................... ................. .................. .................. .................. ..........................................2$ .................................2$ Ta-a Ta-a 8. Ma6: MPC................. MPC.......................... .................. ................. ................. .................. ............................................2$ ...................................2$ Ta-a . Ma6: MEFI................................................................................................27 Ta-a 1. Ma6: DOFA.............................................................................................28 Ta-a Ta-a 11. Ma6: I6a 0 C6=>.................. C6=>........................... .................. ................. ..............................2 ......................2 Ta-a 12. Ma6: E@6a 0 C6=>.................................................................3 Ta-a Ta-a 13. Ma6: E@6a 0 S-6<<=a..................... S-6<<=a.............................. .................. ...............................31 ......................31 Ta-a Ta-a 14. Ma6: I6a 0 S-6<<=a...................... S-6<<=a............................... ........................................32 ...............................32

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LISTA DE ILUSTRACIONES P,g. I;6a=/ 1. C6=> 0 S=6 T6=a6..........................................................8 I;6a=/ 2. Pa6=?a=/ 0 ;6> ?6 =............................................ I;6a=/ 3.Pa9 0 Ma6 <a  A>B6=a.....................................................1 I;6a=/ 4. Ca0a0 0 Va6  a C;0a0 >, >?6a 0 C>-a..................................................................................................................1 I;6a=/ !. M< ?6  =;a a g <aa.................................................11 I;6a=/ $. Paa=/ 0 S;-=6...................................................................11 I;6a=/ 7. P06a=/ C= F;6:a...............................................................14 I;6a=/ 8. N;6 C...............................................................................1 I;6a=/ . Aa:a C>B6=a.........................................................................1 I;6a=/ 1. O6gag6a>a 0 H Ea6......................................................23 I;6a=/ 11. Va A;a H Ea6.......................................................24 I;6a=/ 12. U0a0 E6aBg=a.....................................................................2!

1. ANALISIS DEL ENTORNO

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I=a>  >/  =;a ;  =6 0 6<= =;a = g6a -a -;=a0  =/0g CIIU  06>/  0 aa>  6<= a =;a=/  >6a6a a g; a-a ; a=g 0  =6. Tabla 1. Códigos CIUU Referentes a Hotelera.

!"ente# C,>a6a 0 =>6=

1.1 AN$LISIS DEL SECTOR TERCIARIO %SER&ICIOS' C>-a 6?6a ;a g6a ?6;0a0 ?a6a <6a 0 =6 0 6<= ?; =;a = g6a0 <aa =>?-a   ?6>6 ?a9 0 a 6g/ = a >6 >a 0 -6a =a5=a0a  A>B6=a Laa. M, 0 3 0 PI a=a ?6< 0 a=<0a0 0 6<=. >, 0 1! > g6a0;a0 a;a>  =a666a B==a  ?65a 6a=a0a = ,6a a0>6a-a , ;-=a0a 6aBg=a> a 6 G6a 0 Ma>  0 L>a a > 0 ! G6a 0 C;0a0 0 MB@= a ! G6a 0 Saag 0 CG > 0 $ G6a 0 N;a0 ; 0a=a0 =6=> g6a=a a a 6,?0a @?a/ 0  6<= -aa0   ==>  a =6=> 0 a =>6=a-0a0 0  6<=  g6a. E g; g6a5= >;6a =56a  > 0 > 0 PI a;a> 0 =6 6=a6  ?;0 =6a6 ;a 0=a a a;>.

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Il"stra(ión 1. Cre(i)iento del Se(tor Ter(iario

Sector Terciario PIB

Miles de Millones (COP)

100,000 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0

!"ente# DIAN

1.* HOTELERIA + TURIS,O E >6=a0 >;0a 0 ;6> g6a 117 > 0 >? 06=   >;0 = ;a aa 0 =6=> a;a 0  ?6<a Gaa 217  =6 6?6/  212 ; a 0 43 > > 0 0/a6 0 a=;60 = ;0 5=;a0 ?6 E;6>6 I6a=a. E C>-a a </ g6a  ; ?a6a  227 C>-a 6,  0 906 ; g6a69a  ; 666 a @?6=a 0 T;6> 0 a6 >a6=a0 a 056=a = ; ?60;= 0 a < =6a0  6>a>  ?a => =6 0 -a6. La ?6== Gaa 232 ?a6a  ;-=6 >a ;  g6 ?aa6, 0 US K43 >   212 a US K4!$ >. E >a6a 0 >? =;0 >? 06=  06=  =6a6, 1.378. P6g6a>a 0 6a56>a=/ ?60;= 0 a6 =6>a6, >?  g6 0 ?a9. E ;6>  C>-a  ; =6 0,>=  0 a =6=>. La ga0a 0 <a6 @6a6  60  C>-a ?a/ 0 1$ >   a 212 a >, 0 1 >  214. E6 2!  214  =6=> ?6>0 a;a 0 ;6a  C>-a a=a:/ ; 127 >, 0 6? ;  ?6>0 >;0a (3). E =6 ;6> a?6   21! USDK!.2 > 0 0/a6 a PI 0 ?a9. 8

E  g; g6a5=  0a a ==6 a =56a 0 ?a6=?a=/ 0 ;6> ?6 = 0  A>B6=a  >, aGa0 ?6  ;6a Il"stra(ión *. -arti(ia(ión de t"ris)o or (ontinentes

!"ente# PROCOLOMIA

A=6=a0 ; ?= >, a =56a 0 ?a6=?a=/   = a>6=a  g; g6a5=  0a a ==6  ?6=?a ?a9 >, <a0.

9

Il"stra(ión /.-ases de ,a0or isita en A)2ri(a Estados Brasil Unidos México Venezuela

Ecuador • •2015: 137.953 445.410 viajeros viajeros • 2015: 147.194 305.033 viajeros viajeros • •Var:10,6 Var: 18,3 % % •• 2015: 151.681 viajeros • •Var: • Var: 33,6% 11,9% Var: 19,7%


D-0 a a;> ?6a0   ;6> 0 ?a9  ?;0 -6 ;a =56a g5=a, >?6a  C>-a => g, Ca6aga M09 Ca  Sa A06B. Il"stra(ión 3. Cantidad de &ia4eros en las Ci"dades )5s i)ortantes de Colo)bia

1. Boot! ".C

#. Cartaena

• 2015: 1.146.405 viajeros. • 2014: 1.012.822 viajeros • Var: 13,2% • Part: 2015: 51,5%

• 2015: 299.168 viajeros • 2014: 256.805 viajeros • Var: 16,5% • Part: 13,1%

$. Medell%n

&. Cali




10

'. San ndrés • 2015: 88.330 viajeros • 2014: 80.729 viajeros • Var: 9,4% • Part: 3,9%

1./ ESTADO ACTUAL + -OTENCIAL DEL TURI,O. M6a0 a =56a 0 DANE  >< ?6  ; a g >, <aa  g6a=/  C>-a Il"stra(ión 6. ,otios or los ("ales la gente ia4a.

!"ente# DIAN

1.3 -RO+ECION + !UTURO DEL SUBSECTOR Sg a 0=a  g6 a;>a g  >6=a0 0 ;6> 0 -a6  aa> 0 => 6aga  0a66 0 a=?a=/ 0 <a6 @6a6 >a6 <6/  =>00a0  56a6;=;6a. Il"stra(ión 7. -lanea(ión del S"bse(tor

!"ente# M6 0 C>6=

*. ANALISIS DE LAS 6 !UER8AS

11

*.1 IN9RESO DE NUE&OS CO,-ETIDORES Tabla *. ,atri: de ingreso de n"eos (o)etidores.

Elaborado# A;6

*.* -ODER DE NE9OCIACION DE LOS &ENDEDORES Tabla /. ,atri: -oder de nego(ia(ión de los endedores


*./ -ODER DE NE9OCIACION DE LOS CLIENTES

12

Tabla 3. ,atri: -oder de Nego(ia(ión de los Clientes


*.3 NI&EL DE RI&ALIDAD ENTRE CO,-ETIDORES Tabla 6. ,atri: Niel de Rialidad entre (o)etidores.


13

*.6 -ONDERACION TOTAL CINCO !UER8AS Il"stra(ión ;. -ondera(ión Cin(o !"er:as

o t l ( o t l ( o t l ( . , ' o i d e M . & & o i d e M . / ' o t l ( o i d e M o t l ( + n * i c a c ) i l a C + n * i c a c ) i l a C + n * i c a c ) i l a C . / / 1 o i d e M . , ' s e r o d e d n e v * i c a c ) i l a C + n * i c a c ) i l a C s e t n e i ! c s e r o d i t e & # o c + n

s o ! e d s o ! e d s e r o d i t e & # o c n  i c a i c o g e n n  i c a i c o g e n s o v e % n e d r e d o P e d r e d o P e d s a $ a n e # "


/. ANALISIS -EST

14

s o ! s o t % t i t s % s e d d a d i ! a v i r s o ! e d r e d o P e d ! e v i '

/.1ANALISIS -OLITICO 

L 1!!8 0 212. D>a6=a a 0;6a => ;a ?a6 =a ?a6a  0a66 0 ?a9. (M05=a=/  3 0 1$)



I>?a= =;;6a   5; ;69= 6a=a - a ;a= 0 a-0a0.



#;9a 0 6?a-0a0 S?6 0;6aSIC.



L 172 0 21! 6g a-6a.

/.* ANALISIS ECONO,ICO 

D


Va6a=   ?6= 0 ?6/.



T0=a a a:a  a =;?a=/ G6a 0 ?a9. (447 = 6?= a a a66)1.

 

Aa a65a 6gB=a. E@=/ 0 IVA

/./ ANALISIS TECNOLO9ICO 

C605;0g ?a6a =g;6 50.



U 0 a?=a= >/< ?a6a -;=a6 ?aa6 66a6 


U 0 ag=a  ?a6a a =6aa=/ 0 ?a 0 ;6>.



U 0 =g9a =,>a6a =;a6 a??  Ta-.



La =g9a 0-6, ;:a6 >, 5=>  a 5a=a=/ 0  <a (<a =6/=a  =6 566:  0 g;60a0). L ?6<06 =a  a== a ; >6=a0 g-a a 6a


15

/.3 ANALISIS SOCIAL 

T;6> a==-.



Ig6a=/ 0 =>;0a0  >69a.



D a ?-a=/ <a6a  $  G>-6   4 >;6.1



Faa 0 =6 0 =g=a a ?0>a.



Ca?a=a=/ 0 ?6a  =6a=/ 0 ; 0 56>a=/.



E@6a6  60  C>-a A?= ; 5;6,  a <;=/ 0 ;6>   ?6/@> a

/.6 ANALISIS A,BIENTAL 

La <6/  ; ;6> <60 60;= =  g6a ?6;0a0 0 >? ?a6a >;6  /<.



L ;6a 0>a0a =a0a <: >, ; ;6> <60.



U 0 6g9a 6
3. ,ATRI8 E!E SECTOR HOTELERO

16

6. DIA9NOSTICO E,-RESARIAL DE HOTELES ESTELAR S.A. 6.1 -ARTICULARIDADES DE LA E,-RESA Ra:ón so(ial# HOTELES ESTELAR S.A. Código CIIU# !!11  Aa>  G Ga  a?a6a G Se(tor# S6<= S"bse(tor  T;6> 0 a6 Reresentante Legal Mg; E6; D: T6;. O- =a 0 H Ea6  QMa6 a @==a  0 ;6 ?60;=  ;a =a <=a=/ 0 6<= ?a6a g6a6 a 6a:a=/ 0  ;  a a5a==/ 0  0 0 0 ;6 =

6.* &ISI ?6=a =  >, a ,0a6 0 6<=  a>a-0a0 0 ;a 6ga:a=/ /0a 0,>=a   =a @?a/ g6a0 6a-0a0 ?a6a  ?6?a6  <6a  -a6 a ;6 =a-6a06. (H ESTELAR La Faa)

6./ ,ISI?6>0  =>? g6a0 =5a:a a ;6 <6a. (H ESTELAR La Faa)

6.3 OB=ETI&OS DE LA OR9ANI8ACI
A06 0 >a6a 0/a  ?6;a 0 ? 0 =;0 ?6 ?a6 0  G;B?0 =  5 0 -6 >a6 ?=a> g6a0


M6a6 =a0a 09a a a5a==/ 0 ;6 = a 6a6a =;a.



Lg6a6 = a =a>?aa ?;-=a6a a;>a6 a 6a-0a0 0 6<=.



F6a=6 a <a ?=a:a0a ?6 >?a=  =a0a G  0 0 =

17



Ea-=6 aa:a =>6=a ag;6a0 =;-6> ?6 6g/

6.6 ,ETAS 

S6 a =a0a 0 G >, 6==0a 0 C>-a.



P6>a=6   T? 3 0 >?6a G6a = >6 g6  C>-a.



Ea6 ?6  a ?6=?a =;0a0 0 C>-a.



E@?a06 >6=a0 a ?6=?a =;0a0 0 ?a9 => P6  Paa>,.

6.7 &ALORES DE LA OR9ANI8ACI?6a> 0  a0>6a06  5;=a6 0 H Ea6 S.A 0- 6 6==0 ?6  = ?6 VALORES =>          

Ig60a0 H0a0 E>?a60a0 R?a-0a0 S0 0 P6=a O60 Laa0 Dg=a T6a?a6=a E;0a0

6.;. RESE>A HISTORICA F;0a0a  1$8 a =a0a H Ea6 S.A 56>a ?a6 0 #6;? A-a. E  ?a9 =;a = 21 G  ;>/ 6=> 6  P6. La =a0a Ga G=G g6a0 5;6: ?a6a >a6  >6a6 a -;a 6?;a=/ ; ? 6 a =a 6a:a0 <6 =a6a ?a6a ?6a6 6<= 0 ;  =>00a0 E5=a0a ?6=?a>  ; ?6a=   ?a9 0 ?6=a  a =;0a0 >, >?6a. N 0a 0 a0  >6=a0 @6a6 a ; 6a: ;a 5;6 <6/ ?a6a g6a6 ;a ?=/ ?6<ga0a   ?a9 <= P6.

18

QLa >?6a ; 06g ; -;>ag;B ; a=/ Ga= 4! a   Va 0 Ca;=a. H Ea6  2$ G 06-;0  ;< =;0a0 0 C>-a P6  Paa>,. QD9: ;0/ g69a >=,=a  a F;0a=/ U<60a0 0 A>B6=a. A=;a> a =a0a H Ea6 g6a 2.4 >? 06=  5;  ?6>6 G  6a6 a >6=a0 0
6.? I,A9EN DE LOS CLIENTES Il"stra(ión ?. N"estros Clientes

!"ente H Ea6

6.@ ALIAN8AS CO,ERCIALES Il"stra(ión @. Alian:as Co)2r(iales

!"ente# H Ea6

19

7. DO!A HOTELES ESTELAR S.A. 7.1 !ORTALE8AS 

I56a6;=;6a 0 G =a?a  a60 Ga= 0 ;a =a/ ?=a a 6>,=a.



Ha-a= 6>0a0a  = =g9a 0 ?;a ?6  ?606   =,=  0aa ;  g;a a a g.



H?a0a0 0 ?6a.



M? a=<0a0 0 ?a6=> ?a6a  G;B?0 -aa6 ==6 ?a a=;:: 6 6a.

7.* DEBILIDADES 

P6=  ; ?= a =>?a6a0 = G 0 a >>a =ag69a



Faa 0 =a?a=a=/ a ;? 0 6a-a.



Faa 0 g;> a =  =:a=



P=a a6a


E ?6= 0 g9=a  05=

7./ O-ORTUNIDADES 

Ig6 6a ?a6a  =6 G6 a;>/ 112  6 0 21$.



#6a a5;=a 0 @6a6 <a a ?a9.



5= 6-;a6 ?6 ?a6 0 g-6 a ; <6a   =6 Gaa  31 0 0=>-6 0 217.



P-0a0 0 @?a/ 6a=a C6a>B6=a   Ca6-.



A?6<=Ga6 ?,ga - 0 <a >a #6;? ;B -;a =>?6a =;?0a0 ?a6a ?06 ?6>=a6  ?a  a ; >6 ?6=.

20



A?6<=Ga6  < ; a 6a:a   G => a 6> 0  0>g ?a6a a6a6 >, ?-= a ;  8 0 a =G 0 -0a   ,-a0.

7.3 A,ENA8AS 

La ga0a 0 G 0 6==> >;0a ; 56=  >> ?a.



H ?; ; 56= ?a >a6 ?6 >6 ?6=.



La a?6;6a 0 G ;<   >> =6.

;. !ACTORES CRITICOS DE ITO 

D> 0 0>a gB ?6 ?a6 0  >?a0 0 a =a0a G6a.



Ha-a= = =g9a 0 ?;a  ?606   =,= ; a g;a a  =.



Aa:a =>6=a 6aBg=a (RCN LAN IN SPORTS 6 6).



A=/ ?=a ?6 ?a6 0  >?a0 0 a =a0a G6a.



E@?a/ 0 G Ea6 a < 6a=a. 

U-=a=/ E6aBg=a 0 ;6 G.

;.1 SU-UESTOS CRITICOS E a:a 0 ?6= ?a6a  =;> 6gB= 0  =;a  >? 0 =6 ?=a> ?a6a a =a0a G6a a ; ?6  a 0- 6 ; ?6?a 5; 6gB=a. E G?0a  aa> 56=0 ?6 ?a6=;a6 a =a 0 6<= ?6a0 ?6 ?aa56>a 56>,=a  , 6g;a0  ;? ; 5;6 =>?06 -6 0 ;   ?aga >?;. Ua =6 =/>=a ?;0 Ga=6 =6=6 a 0=5a:a   =;>06 00  Qa?6a6,  =;6/  60;=6, ga  ?a=6  <a.

21

?. ESTRATE9IAS COR-ORATI&AS A0>6a6 ?6a6 G  ?6>=a6  0a66 0 ?6= >-a6 0 G69a  aa:a = =>?a9a =6;=6a. O?6a6  G -a  >a0 0 ;a >>a >?6a ; =;a = ;a 06==/ =a  =6a:a0a. S6 ; ?6a06 G6  ?6?0a0   ?6a6  6<= ?6?  ;a 56a6;=;6a 0 6=6 ?6>0 a;>a6 ; ?6a= = ; 6a< -a = 0 <6/. A;>6 6g  <06 a=< a 0a66a6 ?6= G6. Ma6 ;a 0<60a0 gg6,5=a  =;a =; @?a06 a ?6a=/ G6a a =;0a0 6>0a = ; a
22

@. ESTRUCTURA OR9ANI8ACIONAL Il"stra(ión 1. Organigra)a de Hoteles Estelar

!"ente# H Ea6

23

1. ACTI&OS Pa6a  a 212 H Ea6 S.A ?6/ ; -aa= g6a = ; a 0 a=< K3424$$ > 0 ?. (C56a  > 0 ?). Tabla 7. A(tios Hoteles Estelar

!"ente H Ea6

1.1 IN9RESOS Il"stra(ión 11. &entas An"ales Hoteles Estelar

Ventas "na!es *ote!es +ste!ar (140,000,000,000 (120,000,000,000

Pesos co!o#ianos -P

(100,000,000,000 (80,000,000,000 (60,000,000,000 (40,000,000,000 (20,000,000,000 ()

!"entes# H Ea6 Pa E6aBg= 0 Ma6g.

24

11. CO,-ETIDORES      

& Ma66. Ra0 H  R6. H Da Ca6. DECAMERON. I6=a H  R6. H CGa6 g,.

1*. UNIDADES ESTRATE9ICAS H Ea6 S.A =;a = ! ;0a0 6aBg=a ?a6a 6 ?a6=?a=/  056 =6 0 >6=a0. Il"stra(ión 1*. Unidades Estrat2gi(as

P345+

. s o i c i v r e s e d a t r e 1 o a t e ! & # o c a n % 0 s e r a d n 2 t s e s o t ! a s a # s o ! n o c t r o 1 n o c 0 d a d i v i s % ! c / e , a i c n a g e ! + •

3+7.38

. s e n o i c a s n e s s a v e % n 0 n  i c a c i t s 6 o s , d a d i v i s % ! c / e , d a d i d o # o •

79P+34.3

. s o i c o g e n 0 s e j a i v n e s o i c i v r e s e d d a d i ! a - . s e t n e r e 1 i d s o ! i t s e , n  i c a c i  % e t n e ! e c / + •

+7+'-4":

. n  i c a c i  % 0 d a d i ! a c e t n e ! e c / e n o c , s o i c o g e n e d s a t i s i v a r a & , o c i t c a r & 0 o n r e d o 5 •

"P"38"5+'8. 7

. s o r e ! e t o < s o i c i v r e s n o c s a ; d a t s e s a g r a ! a r a & s o i c a & s e s e t n e ! e c / e 0 d a d i ! a •

!"ente# H Ea6

25

1/. ,ATRICES ANALISIS HOTELES ESTELAR S.A. 1/.1 ,ATRI8 ,E!E Tabla ;. ,atri: ,E!E


D-0 a ;  ?;a a  >a6 ; 2.! 0=a ; @ ;a 6?;a ?6;a ?a6a a?6<=Ga6 a ?6;0a0  =6 a a>a:a.

1/.* ,ATRI8 ,-C La >a6: 0 ?65 =>?< a-= ; ?; 0 =>?a6a=/ 6  =>?06 0 >6=a0 a0>, 0 0a6 ;a 0a a a >?6a 0 ; ?; 0- >6a6  ; 0-0a0 0 ; ? 0- a?6<=Ga6. Tabla ?. ,atri: ,-C


26

H Ea6 Ga= - aa=a0  FCE ; 0a 0 a0  906   >6=a0 D=a>6 a ; 06 0 a 6ga:a=/   0a a >?6a=a =a6a. D- 06g6 ; 5;6:a a >a6 ?6= =>?< a ;   >6=a0 ; ?6=  >; a. P6 6 a0 0- Ga-6 ; >a6 =>?6> = a a=/ a =  =:a=. D6g0 5;6: a a 0-0a0 ?06, >a6  >6a6 ; <aa =>? a Ma66.

1/./ ,ATRI8 I!E La >a6: 0 5a=6 6 0  ==6 ; a 5;6  a >?6a 6a>. Tabla @. ,atri: ,E!I


C>  ?;0 a?6=a6  a6:  ;?66 a ?6>0 0 2! ?6  >; ?6 =>a ?6  ; 0a ; ?a= ?a6a ;a 6=;?6a=/  ?06 g;6 =6=0   >6=a0 ;:a0 ;a 6aga ; ?6>a aa=a6 a 0-0a0 a =6 ?a:  a> aa a >6=a0 =>    ?6= 27

0 g9=a a=/ a =  =a?a=a=/ 0 ?6a. E g6a a >?6a  6a> 5;6 a ; ; a?6=a=/ 0 56a:a =6a 0-0a0  >a6. 1/.3 ,ATRI8 DO!A Tabla 1. ,atri: DO!A


Ra:a0 ; a, 0 ;6 5a=6 6  @6 G> ga0 a a ==;/ ; = a @?a=/ 0 ;6a 56a:a a @?;a ?06> ;?6a6 ;6a 0-0a0  ;a0 a ?6;0a0 ;   , ?6a0   >6=a0  0 >; ?6 6aga 05a:a ; ?;0a a5=a6 ;6a ;?6<<=a   >6=a0.

28

1/.6 ,ATRI8 SA,OS 1/.6.1 Ma6: I6a 0 C6=>. D a=;60 a #6,5= 12 a 0-0a0 ; ?069a a5=a6 06=a>  =6=> 0 a 6ga:a=/  ; ?6 0  0-69a 6a:a6 ; ?a 6aBg= ?a6a aa=a6a  ?06 >ga6a   

E ?a6a=/ = 6 G 0 a >>a =ag69a. Faa 0 g;> a =  =:a=.

E6aga ?a6a >ga6 a 0-0a0. 



C6a6 ?a 6aBg= -aa0  ; ?6= ;  =a>- 0>aa0 ?6 ; 56:=a >, -5=  6<= ?; 0  ; 56= a =>?=a. C6a=/ 0 -a 0 0a 0 g;> a = g5=a< ?a6a ;  a 0  =;a a9 a ?a6a 56=6 6>0a= ;< 6<= ;= =. Tabla 11. ,atri: Interna de Cre(i)iento


29

1/.6.* Ma6: E@6a 0 C6=>. Tabla 1*. ,atri: Eterna de Cre(i)iento


A>a:a = >a6
Lga0a 0 G 0 g6a 6==> 6a=a.

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H ?; ; 56= ?a >a6 a ; >> ?6=.

E6aga ?a6a =>-a6 a a>a:a 

C>-a6 ag6 = ?;-=0a0 ?a ?6>=a 56a6;=;6a  ?6= ?a6a  ?6>6 ?606 = g5=a<. A0>, -aa6  ?a 6aBg= Ga=a  =.



R a =0a0 0 G;B?0  ; <a  0 g= ;6>  6aa=/.

O?6;0a0 = >a6
Ig6 6a ?a6a  =6 G6 a;>/  ; 11.2  6 0 21$. 30



P-0a0 0 @?a/ a =6 a>B6=a   =a6-.

E6aga ?a6a a=a6 >,@> ?a60 0 a ?6;0a0   ;- =6 

A?6<=Ga6 a aa:a =>6=a 0 a 6ga:a=/ ?a6a =6a6 ?;-=0a0 -aa0a  > 0 g6a0  ?6ga =>?a9a a=a  6a=a.



Ha=6 ;0 0 >6=a0 ?a6a -6 a >a6 56>a=/ ?- 0 ?a9  =6 a>B6=a   =a6-. Ea-=6  6a:a6 ; ;0 0 5a=-0a0 -aa0  0a g;-6a>a 0 ;- =6 0 G69a  ;6>.

1/.6./ Ma6: E@6a 0 S-6<<=a. Tabla 1/. ,atri: Eterna de Sobreien(ia


A>a:a = >a6
Lga0a 0 G 0 g6a 6==> 6a=a.



E56>0a0 ?6?a 0 =a0a 6g/ 0 ?a9.

E6aga ?a6a =>-a6 a a>a:a

31

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Ea-=6 ?6g6a>a 0 =a?a=a=/ 0 a G;>a  6<= a = 0>a 6<= ?<a B=a  -:a =. T0  =  5 0 g6a6 @==a   6<= 56=0  a 6ga:a=/.

Ea-=6 aa:a = 6ga:a= >;0a 0 a;0 ?a6a a 6a;0a0 0  G;B?0  a ?6=?a =;0a0 = aa ?6-a-0a0 0 =ag 0 56>0a0. O?6;0a0 = >a6


Ig6 6a ?a6a  =6 G6 a;>/  ; 11.2  6 0 21$.



#6a a5;=a 0 <a @6a6 a ?a9.

E6aga ?a6a a=a6 >,@> ?a60 a a ?6;0a0 

La >?6a=a 0 a =a?a=a=/  0>a 0  >?a0  ?a6 5;0a>a ?a6a a a=/ 0 <a @6a6.

1/.6.3 Ma6: I6a 0 S-6<<=a. Tabla 13. ,atri: Interna de Sobreien(ia.


D-0a0 = >a6
E?a6a=/ a G 0 a >>a =ag69a.

E6aga ?a6a a >ga=/ 0 0-0a0

32

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Ea-=6 ?660a0 0  = =;a0 0=0 ;0a6  a aa= 0 G  56=6 ?60;=  6<= 
F6a:a = >a6
H?a0a0 0 ?6a.

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M? a=<0a0 0 ?a6=> ?a6a  =.

E6aga ?a6a 56a=6 a >,  Ma Ga=6 6 ?a6 0 =6=> 0 a 6ga:a=/  0a6 =< 0 a=;0  6<= a =. 

60a6 ;6a0a a=<0a0 0 ?a6=> 0?00 0 a ;-=a=/ ?660a0 0 G;B?0.

33

13. RECO,ENDACIONES S  =a6 ; Ga a;> 0 <a 0 @6a6 a ?a9 ?6  0- 6  =;a  <6; ; a=;a>  , 56a0 a ?6a <a < a a>a:a 0 =6a6  <6;   a- 0 <aa6  ; 6?6=;  a 6a0a a=;a 0 aa> => >00a 0 ?6<=/ G a6 0-69a a=a6 = ?a 0 a;0 ?a6a a9 ga6a:a6 ;a a09a  =< a0>, 0 6 ; ?; 56 a 6 G ;  56=6,  >> ?a 0 ?6<=/. E a?6<=Ga> 0 ?,ga - 0a66a ; >B0 0 -a ?6= 0 =>?6a ?6  >0  ; =?6a6  ?6>= ; G a6  ?a6a ; a09a a ; a=;a> a =0a0  , a=;>-6a0 a 6a:a6 =>?6a a=?a0a 0 @= =a0a0  g;60a0. D- >6a6 ; =0=/ 6a =a?a=a0 a ; ?6a 0 56>a ;  a;0 a >6a6 a a=/  @?6=a 0  =  ; a09a. E 0 <a >?6a=a ;  6a= ; ;0 0 >6=a0 ?a6a g6a6 6ga:a6 ; ?6=  56a a ; 56 a 6 =>?06 0 >> < g; 0 =   a5=a a 0=/ 0  ?=a =.

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Analisis Del Entorno Hoteles Estelar s2

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