CASO DE INTEGRACION AMERICAN AIRLINES 2002
ANDRES ANDRES CAMILO LLANOS ARIAS ARIAS SONIA MARCERLA ERASO JUAN CAMILO OSPINA
CORPORACION UNIVERSITA UNI VERSITARIA RIA IBEROAMERICANA BOGOTA, BOGOTA, CUNDINAMARCA 2014
CASO DE INTEGRACION AMERICAN AIRLINES 2002 1) ¿Cuáles son las oportuniaes ! las a"ena#as e$ternas "ás i"portantes e la e"presa% AMENA&AS
Las principa!s a"!na#as $! a c%"pa&'a s%n( T!rr%ris"% Ec%n%"'a $)*i Dis"in+cin $! -ia.!s a)r!%s /an/% $! n!%ci%s c%"% $! r!cr!acin Dis"in+cin $! pr!ci%s $! a c%"p!/!ncia $ir!c/a $! a c%"pa&'a Crisis $! i+i$!# s!-!ra !n /%$as as a!r%'n!as !n ! "!rca$% La c%"p!/!ncia c22%.! 3+!r#a "!.%ra s+ s!r-ici% Sin$ica/%s a*%ra!s, $!*i$% a +! a "a%r'a $! %s !"p!a$%s p!r/!n!c!n 5a a+n% $! !%s
O'ORT(NIDADES
La 5!rra"i!n/a $! M!rca$%/!cnia +! a 5ac! $i3!r!n/! $! s+s c%"p!/i$%r!s , $!n%"ina$a -ia.!r% 3r!c+!n/! A$-an/a! 2) ¿Cuáles son las prinipales *ortale#as ! e+iliaes e la e"presa%
In-!rsin !n ! "an!.% $! %s r!c+rs%s $irii$%s a +n% $! %s s!r-ici%s pr!s/a$%s ! c+a s! $!n%"ina S!r-ici% $! J!/s R!i%na!s ,ORTALE&AS
Las principa!s 3%r/a!#as $! a c%"pa&'a s%n( Es +na !"pr!sa r!c%n%ci$a a ni-! "+n$ia La !$a$ pr%"!$i% $! +s% $! %s a-i%n!s $! A"!rican Airin!s !s "!n%r pr%"!$i% !n c%"paracin c%n %/ras a!r%'n!as
a
Es/6 a p+n/% $! s!r apr%*a$% p%r %s r!+a$%r!s +*!rna"!n/a!s a aian#a c%n Bri/is5 Air7as L% +! r!pr!s!n/ar'a acaparar ! "!rca$% $! +na 3%r"a *as/an/! i"p%r/an/! S+s c%n-!ni%s -'a in/ran!/, $!*i$% a +! ! r!pr!s!n/a "!n%s c%s/%s $! $is/ri*+cin !s/% !n!ra +! cr!#ca a +/ii$a$ AMR 5a r!ci*i$% "+c5%s pr!"i%s p%r s+ c%"pr%"is% c%n a $i-!rsi$a$, a$ici%na /i!n! +n pr%ra"a $! a5%rr% para +! n% ! a3!c/! $!"asia$% a -ariacin $! pr!ci%s $! %s c%"*+s/i*!s
DE-ILIDADES
Ti!n! +n p+n/% !n s+ 5is/%ria, +! -is/% $!s$! ! p+n/% $! %s +s+ari%s % ci!n/!s, p+!$! !n!rar $!sc%n3ian#a a a 5%ra $! s!r-ici%, c%"% % !s, ! a/!n/a$% $! 11 $! S!p/i!"*r! a as /%rr!s !"!as Pr%*!"a $! c%n/a"inacin !n ! A!r%p+!r/% In/!rnaci%na $! Mia"i A ra'# $! ! a/!n/a$% 5+*% +na 3+c/+acin $!"asia$% i"pac/an/! !n as 3inan#as $! AMR % +! %casi%n% +! $is"in+!ran i"pac/an/!"!n/! !n p%rc!n/a.! %s inr!s%s p%r c%nsi+i!n/! as +/ii$a$!s $! a !"pr!sa a $!"6s $! +n !n$!+$a"i!n/%, !n %s a&%s si+i!n/!s para c+*rir !s/a -ariacin Dis"in+cin $! s!r-ici%s a pr!s/ar, sacan$% a+n%s pr%/%/ip%s $! a-i%n!s r!/iran$% a+nas $! s+s r+/as $! "!rca$%
.) ¿C/"o esri+ira la onii/n *inaniera e la e"presa%
Una $! as c%"pa&'as "as ran$!s !n a 5is/%ria $! as a!r%'n!as a ni-! in/!rnaci%na, c%n +nas +/ii$a$!s "+/i"i%narias, +! s! "an/+-% acaparan$% ran par/! $! "!rca$%, 5as/a +! p%r +n 5!c5% /!rr%ris/a, !"pi!#an +na s!ri! $! inc%n-!ni!n/!s +! r!p!rc+/!n, !n a p)r$i$a $! ci!n/!s, c%n3ia*i$a$ p%r c%nsi+i!n/! p)r$i$as "+/i"i%narias +! %casi%nan +n !n$!+$a"i!n/% +! i"pac/a $!s3a-%ra*!"!n/! a a c%"pa&'a ) (IENES SON LOS COM'ETIDORES DE LA EM'RESA 3 C(ALES SON S(S ESTRATEGIAS SO(T45EST AIRLINES6
ESTRATEGIAS( B+sca r!$+cir %s c%s/%s p%r c%"!rci% !!c/rnic% !8pi$i!n$% ! 9:; $! *%!/%s a +! a ran par/! $! %s a5%rr%s s! $!*! a n% /!n!r +! !n-iar p%r c%rr!% %s *%!/%s r!a!s
Man/+-% s+ capaci$a$ s+ n"ina in/ac/a %ran$% %s a/%s ni-!!s $! !3ici!ncia a)r!a T+-% /a"*i)n +na !s/r+c/+ra %p!ra/i-a $! *a.% c%s/% pr%ra"a $! r+/as r!n/a*!s O3r!c! a %s ci!n/!s +n *%!/% ra/is $! -ia.! r!$%n$% p%r ca$a c+a/r% *%!/%s $! i+a $!n%"inacin r!s!r-a$%s
OR-IT&
ESTRATEGIAS( Tari3as !sp!cia!s $! $!sc+!n/% p%r in/!rn!/ M+!s/ra /%$%s %s in-!n/ari%s $! /ari3as $! 'n!as a)r!as O3r!c! /ari3as "6s *a.as p%r+! r!$+c! a "68i"% s+s c%"isi%n!s
ALAS7A AIR8 AMERICA 5EST
Es/as 'n!as a)r!as +! /i!n! +na ca+s+ra c%n %s c%n/ra/%s $! s+s pi%/%s in/!n/an !i"inara r!n%-ar%s ESTRATEGIA( O*/!n!r +na "a%r 3!8i*ii$a$ r!sp!c/% a %s -+!%s .!/
EM'RESAS DE TRANS'ORTE8 CARGA 3 9IA:ES DE NEGOCIOS
ESTRATEGIAS C%n3ia*ii$a$ a %s pasa.!r%s S!r-ici% $! ai"!n/%s ;) (E O-:ETI9OS 3 ESTRATEGIAS RECOMIENDA 'ARA LA EM'RESA O+
>i$!i#ar a n+!s/r%s ci!n/!s c%n ca"*i%s $! "ar?!/in cr!acin $! -a%r c%"par/i
%$ Es/ra/!ias R!$+cir ! pr!ci% $! pasa.! Ca"*iar s+s carac/!r's/icas !8/r'ns!cas c%"% p%r !.!"p% s%an %% %%/ip% O3r!c!r cai$a$ !n %s -ia.!s "!.%rar %s /i!"p%s !n a r!-isin $! as "a!/as O+
R!ai#ar aian#as c%n c%"pa&'as a!r%n6+/icas Es/ra/!ias @ac!r ac+!r$%s c%n as a!r%'n!as a/in%a"!ricanas O3r!c!r "6s a-i%n!s a !sas c%"pa&'as para /rasp%r/!s $! caras Es/ar !n3%ca$% !n ! "!rca$% $! #%nas !%r63icas $! %s pa's!s a/in%a"!rican%s >) COMO SE COM'ARA S(S RECOMENDACIONES CON LOS 'LANES DE LA EM'RESA
N+!s/r%s %*.!/i-%s !s/ra/!ias pri"%r$ia"!n/! % +! $!s!an !s %*/!n!r a c%n3ia*ii$a$ %*/!n!r "6s inr!s%s para a !"pr!sa $!sp+)s $! %s a/!n/a$%s, as c%"paraci%n!s s%n casi i+a!s p%r+! *+sca"%s +na r!n/a*ii$a$ a/a +! ! ri!s% s!a *a.% para as' sair $! !s/a crisis 3inanci!ra
?) ¿C/"o pora la e"presa i"plantar "e
Para %rar +na a$!c+a$a i"pan/acin $! as r!c%"!n$aci%n!s, s! $!*!n /!n!r !n c+!n/a /%$%s %s asp!c/%s r!aci%na$%s +! p+!$!n in3+ir p%si/i-a % n!a/i-a"!n/! !n ! %r% $! %*.!/i-% Para %rar a 3i$!i#acin $! %s ci!n/!s, %s ca"*i%s $! "ar?!/in $!*!n !-ar a +! ! ci!n/! s! si!n/a par/! $! a c%"pa&'a, n% s%% c%"% +n ci!n/! "6s S! $!*!n r!ai#ar ca"pa&as !nca"ina$as a $!"%s/rar +! n% !s ! ci!n/! +i!n $!*! s%"!/!rs! a as c%n$ici%n!s +! ! %3r!c! a a!r%'n!a sin% +! p%r ! c%n/rari% !s a A!r%'n!a +i!n *+sca c%n%c!r s+s n!c!si$a$!s para p%$!r sa/is3ac!ras %3r!c!r! c%sas +! inc+s% p+!$an s%rpr!n$!r ra/a"!n/! a ci!n/! Es a+' !n $%n$! $!*!"%s anai#ar %s 3ac/%r!s in3+!n/!s, para as' sa*!r !n +) "!$i$a s! p+!$! r!ai#ar +na r!$+ccin !n ! pr!ci% $! %s /i+!/!s p%r !.!"p%, si s! ! pr!s!n/a a ci!n/! +n s!r-ici% +! s+p!ra s+s !8p!c/a/i-as, ! pr!ci% $! %s
/i+!/!s n% /i!n! +! $is"in+ir !n ran "!$i$a, a +! ! ci!n/! pr!3!rir6 ! -a%r ar!a$% +! ! s!a %3r!ci$%
En c+an/% a a r!ai#acin $! aian#as c%n %/ras c%"pa&'as a!r%n6+/icas a i$!a s!r'a n% s%a"!n/! %3r!c!r "6s a-i%n!s $! cara a i$!a !s r!ai#ar $i6%%s c%n ! 3in $! sa*!r +) /ip% $! s!r-ici%s s! p+!$!n pr!s/ar "+/+a"!n/! Pr!s!n/ar! a ci!n/! as aian#as r!ai#a$as, $! 3%r"a +! $!"+!s/r! +! a aian#a s! r!ai#a para 3%r/a!c!r an "6s ! s!r-ici%, para "%s/rar +! ! %*.!/i-% pri"%r$ia $! a aian#a !s p%$!r pr!s/ar +n s!r-ici% "+c5% "6s c%"p!/%, $! cai$a$
@) ¿u pro+le"as e i"plantai/n =isuali#a%
En c+an/% a %s pr%*!"as $! i"pan/acin s! p+!$!n apr!ciar( Para a r!$+ccin $! %s pr!ci%s $! %s pasa.!s, s! $!*!r anai#ar +na s!ri! $! 3ac/%r!s +! in3+!n $! "an!ra $ir!c/a !n ! "is"% c%"% p%r !.!"p% ! pr!ci% $! %s c%"*+s/i*!s, %s saari%s ! /a"a&% $! a pan/a a*%ra $! a a!r%'n!a C%n % an/!ri%r n% s! insin+ar +! s! $!*a r!ai#ar +na r!$+ccin $! saari%s % $! p!rs%na p!r% si s! a$-i!r/! +! ! /!"a s! $!*! /ra/ar c%n ca+/!a n% !.!c+/ar% a as carr!ras En c+an/% a /!"a $! as aian#as 5a +! s!r c+i$a$%s% !n ! "%"!n/% $! pr!s!n/6rs!a a p*ic%, a +! c"% s! 5a*a*a an/!ri%r"!n/!, a aian#a $!*! pr!s!n/ar a-anc!, "!.%ra"i!n/% "%s/rar +n cr!ci"i!n/% $! -a%r 5acia %s ci!n/!s a +! si s! $ir!cci%na $! +na "an!ra !rrn!a, ! p*ic% p+!$! p!rci*ir +! s! /ra/a $! +na "!$i$a $!s!sp!ra$a % sin pan!acin, !s $!cir, +n $!s"!.%ra"i!n/% 10) ¿C/"o pora la e"presa e=itar o resol=er iBos pro+le"as%
Para !-i/ar %s p%si*!s inc%n-!ni!n/!s +! s! p+!$!n pr!s!n/ar, !n a !.!c+cin $! as !s/ra/!ias pan/!a$as s! $!*!n p%n!r !n "arc5a "!canis"%s +! p!r"i/an c%n%c!r $! +na "an!ra "6s %*.!/i-a pr!cisa, a si/+acin ac/+a /an/% $! a a!r%'n!a "is"a, c%"% a si/+acin $! s!c/%r a!r%n6+/ic%, ! inc+s% a p!rc!pcin $! p*ic% !n !n!ra L% an/!ri%r !s i"p%r/an/! a +! c%n%ci!n$% !s/a in3%r"acin, s! p+!$!n pan/!ar p+n/%s $! par/i$a $! !a$a para a !.!c+cin $! as !s/ra/!ias !s $!cir, /!n!r +na r+/a $! /ra*a.% +! 5ar6 +! as ac/i-i$a$!s a r!ai#ar n% s! $!s-'!n $! %*.!/i-% a %rar
