ÍNDICE INTRODUCCIÓN..................................................................................................5 I. DESCRIPCIÓ DESCRIPCIÓN N DE LA EMPRESA... EMPRESA......... ............ ............ ............ ............. ............. ................... ........................6 ...........6 1.1. FUNDACIÓN. FUNDACIÓN....... ............ ............ ............ ............. ............. ............ ............ ............ ............ ............ ............ ............ ............ ............ .........6 ...6 1.2. FILOSOFÍA FILOSOFÍA DE GESTIÓN.... GESTIÓN.......... ............ ............ ............ ............ ............ ............ ............ ............ ......................7 ................7 1.3. VALORES VALORES FUNDAMENT FUNDAMENTAL ALES... ES......... ............ ............. ............. ............ ..................... ................................7 .................7 1.3.1. 1.3.1. ATENCIÓ ATENCIÓN..... N........... ............ ............ ............ ............ ............ ............ ............ ............ ............ ............. .................... ...................7 ......7 1.3.2. 1.3.2. RETO...... RETO............ ............. ............. ............ ............ ............ ............ ............ ............ ............... ........................... .............................8 ...........8 1.3.3. 1.3.3. COLABORAC COLABORACIÓN... IÓN.......... ............. ............ ............ ............ ............ ............ ............ ................. ............................8 .................8 1.3.4. 1.3.4. PERSONAL PERSONAL...... ............. ............. ............ ............ ............ ............ ............ ............ ............ ............ ............ ............ .................8 ...........8 1.3.5. 1.3.5. GLOBALIDA GLOBALIDAD..... D........... ............ ............ ............ ............ ............ ............ ............. ............. ....................... ..........................8 .........8 1.4. VISIÓN VISIÓN 2020........... 2020................. ............ ............ ............ ............ ............ ............ ............ ............ ............. ............. ............ .................8 ...........8 1.5. ESLOGAN... ESLOGAN......... ............. ............. ............ ............ ............ ............ ............ ............ ............ ............ ............ ............ ............ ............. ........... .... II. PROCESO PROCESO DE INTERNACIO INTERNACIONALI! NALI!ACIÓN. ACIÓN....... ............. ............. ............ ............ ...................... .................. .. 2.1. CICLO DE VIDA VIDA DEL PRODUCTO PRODUCTO...... ............ ............ ............. ............. ............ ............ ....................... ................. 2.2. ENFO"UE ENFO"UE ESCANDINA ESCANDINAVO VO...... ............ ............ ............ ............ ............ ............ ............ ................ .....................10 ...........10 2.2.1. 2.2.1. INTRODUCC INTRODUCCIÓN IÓN AL MERCADO MERCADO NACIONAL.. NACIONAL........ ............ ............ .....................10 ...............10 2.2.2. 2.2.2. INTERNACIO INTERNACIONALI! NALI!ACIÓN. ACIÓN....... ............ ............ ............ ............. ............. ............ ............ ............ ............ ........1 ..11 1 2.2.3. 2.2.3. ETAP ETAPAS AS...... ............ ............. ............. ............ ............ ............ ............ ............ ............ ............ ............ ................ .....................1 ...........11 1 2.2.4. 2.2.4. PAT PATRÓN......... RÓN............... ............ ............ ............ ............ ............ ............ ............. ............. ............ ............ ................ .................12 .......12 2.2.5. 2.2.5. LICENCIAS LICENCIAS #PA #PATTERNS TTERNS$..... $............ ............. ............ ............ ............ ............ ............. ........................12 .................12 2.2.6. 2.2.6. FLUIDE! FLUIDE! DE VENTA VENTA ACTUAL ACTUALMENT MENTE...... E............ ............ ............. ............. ............ ...............14 .........14 2.2.7. 2.2.7. NIVELES... NIVELES......... ............ ............ ............ ............ ............ ............ ............ ............ ............. ............. ..................... ......................15 .......15 2.2.8. 2.2.8. %OINT VENTURE.. VENTURE........ ............ ............. ............. ............ ............ ............ ............ ............ ............ ............ ................1 ..........15 5 2.2.. 2.2.. NE& VENTURE VENTURE EN C'INA...... C'INA............ ............ ............ ............. ............. ....................... .........................16 ........16 2.2.10. E()*+,- - /-...................................................................................17 2.2.11. 2.2.11. FILIAL DE VENTAS............................................................................1 VENTAS............................................................................1 III. CULT CULTURA ORGANI ORGANI!AC !ACION IONAL. AL.... ....... ....... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ....... ......... ......... ........2 ....20 0 3.1. ',( ',( ,,,/ ,,,/...... ............ ............ ............ ............ ............. ............. ............ ..................... ...............................20 ................20 3.1.1. 3.1.1. '(*. '(*........ ............. ............ ............ ............ ............ ............ ............ ............ ............ ..................... ..............................20 ...............20 3.1.2. 3.1.2. A-/( A-/( ,,(,,(-..... ........... ............ ............ ............ .............. ......................... ...............................21 ..............21 3.1.3. 3.1.3. A9* A9* A-/( A-/(*.... *.......... ............ ............ ............ ............ ............ ............ ............ .............. .....................23 .............23 2
3.1.4. 3.1.4. A)/*-/ A)/*-/(*.. (*........ ............ ............ ............ ............ ............ ............ ............ ............ ............ ............. .................. ...............24 ....24 3.1.5. 3.1.5. G -: -:( ( #LGBT$...... #LGBT$............ ............ ............ ............. ............. ............ ............ .............. ..................25 ..........25 3.2. ;TICA DE ADMINISTR ADMINISTRACIÓN ACIÓN...... ............ ............. ............. ............ ............ .................... ............................27 ..............27 3.3. MODELO MODELO TROMPENAA TROMPENAARS RS < 'AMPDEN=TU 'AMPDEN=TURNER.. RNER........ ............ ............ ............ ...........28 .....28 3.4. EPRG...... EPRG............. ............. ............ ............ ............ ............ ............ ............ ............ ............ ............ ............ ............. ............. ..................28 ............28 3.4.1. 3.4.1. E(*-(/ E(*-(/*.... *.......... ............ ............ ............ ............ ............ ............ ............. ............. ....................... .........................28 ........28 3.4.2. 3.4.2. P*-(/ P*-(/*.. *........ ............ ............ ............. ............. ............ ............ ............ ............ ............ ............ ............ ............... ...........2 ..2 3.4.3. 3.4.3. R->*-( R->*-(/*. /*....... ............ ............ ............ ............ ............ ............ ............ ............ .................... ...........................2 .............2 3.4.4. 3.4.4. G-*-(/ G-*-(/*.... *.......... ............ ............ ............ ............ ............ ............ ............ ............ ............. ............. ................... ..............2 .2 IV. IV. 4.1. 4.2. 4.3. 4.4.
RESPON RESPONSAB SABILI ILIDAD DAD SOCIAL SOCIAL... ...... ...... ...... ...... ...... ...... ...... ...... ...... ....... ......... ......... ......... ......... ......... .......... ........30 ...30 CRS #R-*(: #R-*(: S* S* C*/*/? C*/*/?$....... $............. ...................... ................................30 ................30 S@:** S@:** - *(/: *(/:,( ,( * * - -......... -.................. .......................... ...........................30 ..........30 STA STAE'OL E'OLDERS DERS...... ............. ............. ............ ............ ............ ............ ............ ............ ............ ............ ................... ..................31 .....31 /- I(?*,/ I(?*,/ -( - - S-* S-*-/.. -/........ ............. ............. ............ ............ ............ ...................32 .............32
V. ESTRAT ESTRATEGIA EGIA EMPRESARIAL... EMPRESARIAL......... ............ ............ ............ ............ ............ ............ ................. .......................33 ............33 5.1. OB%ETIVOS OB%ETIVOS ESTRAT; ESTRAT;GICOS GICOS DE LA EMPRESA.......... EMPRESA........................... ........................33 .......33 5.2. SEGMENTOS SEGMENTOS DE MERCADO.... MERCADO.......... ............ ............ ............ ............ ................... .............................. ..................34 .34 5.3. PAR PARA A "UI;N "UI;N CREAMOS CREAMOS VALOR. VALOR....... ............. ............. ............ ............ ............ ............ ............ ............3 ......34 4 5.4. CULES CULES SON NUESTROS NUESTROS CLIENTES CLIENTES MS IMPORT IMPORTANTES...........3 NTES...........35 5 5.5. PROPUEST PROPUESTA AS DE VALOR.. VALOR........ ............ ............ ............ ............ ............. ......................... ...............................36 .............36 5.6. VENTA% VENTA%AS AS SOBRE SUS COMPETIDO COMPETIDORES.... RES.......... ............ ............ ............ .....................37 ...............37 5.6.1. 5.6.1. C(-.. C(-........ ............ ............ ............ ............ ............ ............. ............. ............ ............ ............ .................. .........................37 .............37 5.6.2. 5.6.2. R-*(- R-*(- *( -(-... -(-......... ............ ............. ............. ............ ............ .................. .............................40 .................40 5.6.3. 5.6.3. F,-(- F,-(- - (>/-* (>/-*..... ............ ............. ............ ............ ............ ............ ............ ............ ............ ............ ............ .........41 ...41 5.6.4. 5.6.4. R-,/* R-,/* ?-...... ?-............ ............ ............ ............ ............ ............. ............. ............ ............ ............ ............ ............... ..........42 .42 5.6.4.1. 5.6.4.1. B-(- B-(- (>:- (>:-...... ............ ............ ............. ............. ............ ............ ............ .................. .........................43 .............43 5.6.5. 5.6.5. A?A?- ?-..... ?-........... ............ ............ ............ ............. ............. ............ ..................... ...............................44 ................44 5.6.6. 5.6.6. A** A**(- (- ?-....... ?-............. ............ ............ ............ ............ ............ ............ ............ ............ ............ ............. ..........45 ...45 5.6.7. 5.6.7. C* C* ->( ->( * * //* //* - C*/- C*/- - - ,/ ,/ -// -//*/ */* * L(*-/(*............................................................................................45 5.6.8. 5.6.8. E/,,/ E/,,/ - *-.... *-.......... ............ ............ ............ ............ ............ .............. ......................... ..........................46 .........46
3
VI. MERCADOS INTERNACIONALES.............................................................48 6.1. CLIMA SOCIAL......................................................................................48 6.2. INVERSIÓN EHTRAN%ERA.....................................................................4 6.3. COMPETIDORES.....................................................................................50 6.4. PRODUCCIÓN < CAPACIDAD DE EHPANSIÓN....................................51 VII. 7.1. 7.2. 7.3. 7.4.
GESTIÓN DE LA CADENA DE ABASTO GLOBAL.................................53 DISTRIBUCIÓN DE VENTAS...................................................................53 LA CALIDAD DE LA FLOTA '
VIII. GESTIÓN DE LOS RECURSOS 'UMANOS..........................................56 8.1. ORGANIGRAMA......................................................................................57 8.1.1. G-/-(- G-(-/................................................................................57 8.1.2. /- - A(/(C*(:.................................................58 8.1.3. /- - V-(...................................................................................58 8.1.4. /- - S-/?* R-)*(-.........................................................58 BIBLIOGRAFÍA...................................................................................................60
4
INTRODUCCIÓN L (,/ ,**/J /* */ - ,(*K (* * */ :-/*(?-/* -( ,( - /(- /*?--*/ - --*K (* +,- /*?** *--( /? -(/- -(:*/- @-. ' /*?** - -//** -(*>* ,( (-/ ->,/ -)J - /(*// >-(-. A-9 *(/:,* - (-/ *(,(-(- ,(* >*:J* -( - +,- -* ??-(*.
E *(** -* - /(*/- +,- - -(*( ,*? * - -/ ,( ,* -/ ,( (-- )9 - *:-(-/K *:/- ** -( @- ** - P-/. L (,/ ,**/J * */ (* :* -( * * * ** - -/--(* - / -/( * - -/* +,- ( )*/* *(- -( -- >/-*. L (,/ >,- /--(* -( ( -*(*@ /--*/ - ,(* ** -*,(-(-K ( -(. L -(-( - -(:*/ - ,*?- /--*/ - ,(* - - )*// (J * - /*?-/ - *-(* - >,( / @ *-/ *// -(-/ ** /- - , >/,*. E* /@* ** /-,* - -(-/ *(,(* ,**/- +,- /*?-( , ,(( / /-,/ **K *// -(**>@ - -K @ ** -(-/ /--( -( (* @-. D- (-/ +,- - @ - * *-* -(*(// */@ - / - */(K ** - - - ',( *( - +,- - /--(- -?/ :* ,( (9 */ -/ ,( -/- * *@ (-/(*(. E( -- /* - (-( (*:// -/,,/ - *:/--(- -/* +,- )*/ - / -( - ,(* -(-/*.
5
ANÁLISIS EMPRESA INTERNACIONAL HYUNDAI
I.
DESCRIPCIÓN DE LA EMPRESA I.1.
FUNDACIÓ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
M9 -(-K -/- / - *(*/ , *( -( - -/* (-/(*(K ((* ( /*,*/ -( * @- -( * +,- -9 /--(- -//*(* (J -/Q> *( */ )/ ,: -( -*. E* - -//9 *(*/ ,( /- - (->** +,- -*/- , ?- )*/-J , /--( -( * -/*.
I.2.
FILOSOFÍA DE GESTIÓN '-/ /- - ,-* - ,( -(- /-( ,( (,-?* ),,/* /?Q - -(-(* (>-(** -)(* *((,-(- (,-? )/*(-/.
I.3.
VALORES FUNDAMENTALES L* 5 ?*/- ),(-(- +,- -* -)(* ** /- (,-? )**)@ - -/- *( * /(* +,- ( -* -( (**/* * />* - (,-/ */K *( /(* +,- ** * --* /*--( ,/ ( 9 -( (,-/ */>(J(.
I.3.1. ATENCIÓN P/**?-* ,( ,,/ -/-/ */-( -(-K /**/*((* -*/ -/?*K *( ** * ?*/- -(/* -( (,-/* -(-. I.3.2. RETO N* (->* -/ *-(-K :/J/ * **/,(- / ,( */ -)@*K *()* -( - *>/* - (,-/* *:-?* *( (+,-:/(:- ( -(-(* (>-(**.
I.3.3. COLABORACIÓN
7
C/-* (-/> /?Q - ,( -(* - ,( +,- )*-( *,(( **-/( ,, -( -/- *( (,-/* ** *-/-.
I.3.4. PERSONAL C/--* +,- - ),,/* - (,-/ */>(J( / -( * */J*(- - - * -:/* (?,-K - ,/9 -//*/ , *-( -(- /-( - ,( ,,/ */*/? +,/-- - -(*.
I.3.5. GLOBALIDAD R--* ?-/ - ,,/ *,:/-K /* -/ * -*/- - ,(* -( * +,- -*K (* -)*/J* */ ->/ -/ ,( ,(* */*/?* ,( /--*.
I.4.
VISIÓN 2020 S** - */ ? - * ,*?- 9 9 P/ *(?-//- -( ,( *-/* - */ ? - *()(J (,-/* -(-K ?* /-/ ,( (,-? -/-? * ,*?- /?Q - *,*(- ?- ((*?*/ : -( -(**>@ -/?* /--,** - -* :-(-
I.5.
,(*=Q(/*. ESLOGAN E*>( - / /-/--( --( - ,( /K - , )**)@ , ?( - -(. E -*>( - / ',( NUEVA FORMA DE PENSAR. NUEVAS POSIBILIDADES. R-)- ?*,( - ',( M**/ C*( / /-/ (,-? *:- / :-(-)/ ,(* , >-(-K )*-((* -//*(* (,-? -. T** * -:/* - ',( -(-( - -*>( - / /*),(-(- >/: -( , */J( - +,- ?(J( -( , -),-/J* / /**/*(/ (,-?* ?*/- --/-( -- */ * -(- - * -( @ /?Q - )*/ ((*?*/ +,- *( 8
-,?* - /K , */ (,-? )*/ - -(/ -/ - * -(- * *-.
II.
PROCESO DE INTERNACIONALIACIÓN II.1.
CICLO DE VIDA DEL PRODUCTO ',( - ?* *:> ?-(-/ (,-/** *:9,* ),- -/- *( ,( /-*(*-(* >-(-/ */ -(**>@ ?(J - , ,*?-. L* *(->,* >/ --* - * /:*/- - -/- - -/ /- ,( ,-* *:- - *(->,/. E( * /- QK -/- ',( M**/ C*( --/-(* ,( /--(* +,- *(?-/* -( - *?* */ ):/(- ,( - ,*?-. P-/* *@ (* *(-( *( -* /-,* -( :*K />- ** , -),-/J* / *(->,/ -/ -( - ),,/* -(/- (* /-/ **(- - -- /((>. P/ *(->,/*K ,-( *( ,( >/( *-( - (?->( -//**K *( -(/* /*,( ,* (* -( C*/- ** -( */* @- #USA
II.2.
E,/*$ *( >/-? -/-> - -/*. ENFO!UE ESCANDINAVO II.2.1. INTRODUCCIÓN AL MERCADO NACIONAL E(/- * * 168 174 ',( *-/ -( - -/* */-(*K ,J(* , /* -(**>@ -//**K -/* /:(* :* -( - F*/. < -( - * 174K -/- (J - P*(K - /-/ ?-@,* -* -//** @(->/-(- */ -K +,- - /--(* */ /-/ ?-J -( - ( - ,*? - T,/@(.
H"#$%&' P($" C(#)* D-- ->,( - Q - 170 ',( *-(J *(-// (-- - (/--(/ , /--( -( * -/* --/*/- @K -( 176 --J -*// - *-* P*( -/* :-/*-/(*K *(/--(- E S?*/ G,-. P-/* (* -/9 )(- - * * 170K *:/- ** /(* - Q - 180K ,(* *@K *(-(- - *- ,( - -/* */-(*K *-(J */ )/--(- */ (/--(/ , -*/*(-.
10
II.2.2. INTERNACIONALIACIÓN L* /-/* * (-/(*(J( - (( /?Q - -:--(* - ,-/* *( */* ):/(- +,- - -/( -*// - -* -(**>@ - , ,*?-. E( - * 181 )/ ,( ,-/* - *:*/( *( M,:K >/ , *:-(- **(-(- - */ /- (--/ / ):/( - ?-@,* +,- *( )@- - )://K ,(+,- - >/,-* - * **(-(- >,- -(* -:*/* */ -. T:Q( ,/(- -* *K ',( *(/,- , (,-? ( - /*,( -( U(K C*/-K - ( , -*/*(- -/* (*/--/(*. E( 183 *-(J( -*/*(- C(9K -( 185 ),( ',( M**/ AQ/ -( 186 ( -*/*(- E* U(*.
P+&$,& H"#$%&' *$ A+&-&& /E,&%( U$'%( II.2.3. ETAPAS A *-(J* - Q - 10K / - --(* ?-( -( - -/* -*,(-(- --? *--( ,/-J - -/* */-(*K ',( -- (/--(/ , /--( (-/(*(. C*(-(- +,- , /--(* (* -:- --(-/ - -/* *Q*K *-(J ,/ >,( - , ( /*,? -( */ 9/- >-*>/9) ** ** ,-// - (/--(* - ://-/ */( +,-
11
*(-( >,(* @-. E( /,/K * @- -,/*-* - *(?-/-( -( *:-?* - *@ (- ?-( +,- - *)/--( *(: - ,(* *- :*/- :*K ,( >-( - / +,- *-(J -/ /-*(* */ , -*. E( 12 *-(J( -*/*(- -( E - /- *-* - )/ L(/K S=C*,- S*(K -/,/ - 18 ,(* -( Q(. E:--(* ,( - - ,:*(/( *(** ** ',(>*(> *-K ',( *-(J ,( /*-* *( *( , ,(/*/-K ->(* -( 14 *()*// ,( /- - *:*/( )*/ */ 9 265 -/-.
II.2.4. PATRÓN 2012 RANING INTERBRAND /AUTOMOTIVE C+&''&'$ 1 2 3 4 5 6 < 8 10
E+ 7&+(6 %* &6& /USD '++($* TO
8 9 : V 2011 10 18 =11 18 6 24= 17 12 30
2012 ;*$*6&+ +&''&'$ 10 11 12 21 3 45 53 55 72 73
2011 ;*$*6&+ +&''&'$ 11 12 15 1 47 50 >1 61 72 0
II.2.5. LICENCIAS /PATTERNS ',( *(/, , /-/ ,*? -( 168K -
-9( ** C*/(K :* -( - F*/. ',( */*/( - - /*-/* ->@* - / ,( /--*/ - ** - ,(*.
12
A#,( 1 2 3 4 5 6 < 8 10
13
II.2.>. FLUIDE DE VENTA ACTUALMENTE1 HYUNDAI MOTOR COMPANY (HMC)
Divulgación Corporativa de Korea Exchange Fecha de Divulgación : 04 de marzo 2013 Divulgación !tulo : 02 2013 re"ultado" de venta"# 1# $e"ultado" de venta": % &a" venta" men"uale" Categor!a '(nidade")
,enta (nida d
.aciona l De ultrama r otal
Fe*rer o 2013
Enero 2013
4/4
0211
31 / 344
+ntermen"u al ,ariación-
Fe*rer o 2012
,ariaci -
#4
34/
11
32 4
12#1
30/33 2
3
4120
11#3
30/
1
% 56o ha"ta la 7echa ,enta" Categor!a '(nidade")
,enta (nida d
.aciona l De ultrama r otal
Fe*rer o 2013
Fe*rer o 2012
,ariación -
//00
33
1#1
1 1
1
1#
//31
4001
13#
2# 8tro": &a" unidade" de venta anteriore" exclu9en la" exportacione" de E$C# &a" unidade" por encima de la" venta" en el extranero para 2013 inclu9en lo" re"ultado" de venta" de la" planta" en el extranero ;'7e*rero de 2013: 22#113 unidade" < ci7ra provi"ional) =ara m>" in7ormación? con"ulte el "itio @e* de la compa6!a
1W*/W-.,(.*&&C*/*/-I(?-*/R-*(S*I()*/ *(I(?-*/(-WDFX&&XIRPUBLICSISX20130304. -V,-YDFX&&XRDXIRPUBLICSISCLOSURESZ-YDFX&&XIRPUBLICS ISX20130304ZR*WYZ*R*WY10Z-2Y 14
15
II.2.<. NIVELES A-9K /-*, */ (-- - -*// , -* ,J/ -(**>@ 9 (*?-*K -- * * 10 ',( *-/ -( (* (,* (?->( -( C*/- */* /- -( ?-/* @-. A /?Q - -* ,-/*K -/- *(>,- -*// , ?-
-
I[DK
-/-(*
-
-//**
-
((*?*(- ** - />-(*K (/*, */ /-/ ?-J -( , ?-@,* -( - * 14 - - ?( */ ?*JK --* -( 16 -( >,(* - , *-* * - **/ - ,(* V6 D-K (*/*/* >,(* - , ?-@,* -( 18.
II.2.?. @OINT VENTURE E( - -//-(* - **-/(K :Q( +,- -(-/ -( ,-(
*
,-/*
)/*
*/
',(
*(
D-/C/-/ *( I(-/(*( F,- C- // - * 2000. E /-/* - -* -:-- **-/( -/- ',( - I(-/(*( F,- C- / - -//** - /-/ **/ -Q/*K -(/ +,- - ->,(*K )/* */ ',( - >/,* >-/(*= -*,(-(- D-/C/-/K -:-- **-/( - : -/- / ):/( - **/- >*(. P*-/*/-(-K -( - * 2001K - ,:/: ,( ->,(* ,-/* *( D-/C/-/ */ - +,- */: /-( - ,( -/- *(,(. P-/* * >/?- /*:- )((-/* +,-
/?-: -
*-K ,(* *( * /-/* -( - (J-(* - * ?-@,* (,/- ):/* *(,(-(- *--( -( , /--? *-/*(- -( C(K -? +,- )(-(- - /*-/ -* - * 2004.
16
P*/ */* *K ** (-/*/-(- - ?(J*K -- ->,( - Q - 10 ',( *-(J *J/ (,-? ( - /*,( -( , (,-?* -/* *:-?* -( 17 - (,>,/ ,( )9:/ - /*,( -( T,/+,@K -( 18 */ ( /*,( -( I( ,( -(/* *>@* -( BQ>.
II.2.. NE VENTURE EN CHINA2 P()( / ,-(/ , ,* - -/* -( - -/* (*K - ):/(- ,/*/-(* ',( (,( -( )/ - ,( ,-/* *( S,( N(,( A,**:- G/*, #11 \ */ ):/(- *-/ - C($ +,- /9 ,>/ /-( - ,( -/- *(,( -(/- * * ):/(- - ,*?-. L -/- *(,( - */* -- *,:/- - * *K ,(* - /-*+,- */ /-( - S,( ',(K ,( -/- +,- -(/9 , -- -( , !(>. E( * /-/* -- - *-/*(-K -/- ,J/9 @(- - /*,( - /- (K -/* * (- / *(/,( - ,( (,-? (( :Q( -9( -( , ,>/. L -/- *(,( /*,/9 *(- ,*:,- / - -/* (*. U( ?-J +,* -*/ (*(- --(- *(/,( - (,-? ( - *-K -( >( *-(* - 2013K (,-? *@ -(/9 ,( /*,( *:( - * - - ?-@,* /--*/ - 160.000 ,(- *. S,( ',( -/9 ?-( - , *-* :* * /K *( * ?-@,* - ',(=:>- --/ +,- - /,-/*/ - @(- - *-*. E *?-(* /-J* */ ',( - -( - -* ,J - 2 %*( ?-(,/- -( C(K WWW.,*-?*,*(.*(-W,(=/--= *(=?-(,/-=(=(=34871. 17
-*(- +,- -( +,- - -/* - ?-@,* *-/- - C( /--/9 - 4K3 *(- - ?-@,* -( 2010 (* -(* - 5K2 *(- - ?-@,* */ -* - Q. E ):/(- - C*/- - S,/ :( -( >/( - -( C(K -( -- *-(*K - @ - /-(- /-*(:- - ,-(* - 21 */ -(* -( ?-( +,- /-*/ ,/(- * /-/* /- -- - *.
II.2.10. E$(#* %* 6*% ',( M**/ C*( - -),-/J */ )*/--/ , /- >*: - ?-(K -9 - /*,( - *-* --@)* - /->(. C*( - )( - / ?-( *- - ,* - /-/ ** C-(-(( #E+,,$ G-(-K ',( :-/* -* - *(-*(/* -( ,- *-/- ?-K ** N,-? <*/K L*(/-K B-(> M*. A-9K -- - * 200K ',( * /-*-(* - -:( -( ** - ,(* :* -( - (,-?* -9(/ - -* *@K ,-* -( / ?/* /*>/ -,(K - ** - P/*>/ - E,( *- D--/. P/ -*// --/-( - -(- -( ,(* - *(*K ',( *((,/9 *( - /*-* -/,/ - -( (*/ 9 /- -*/ * *(-*(/* --(-.
18
ORLDIDE II.2.11. FILIAL DE VENTAS E( - * 2001K ',( +,-/- / - (,>,/ ,( ( - /*,( -( A: #USA$K +,- ,-( *( ,( ( -K -(*K 2.000 --* /*,(,-(- 300.000 ,*?-. D- -*K ',( - - ,/* ):/(- +,- ( ,( )*/@ -( -- -* (*/--/(*. A(-/*/-(- * :@( -* T**K '*( K *:/- **K M-/--. E /--(- /--( - -- ):/(- * +,- (),- - (-/ -)(? -( -( - ',( - ,:/- -( A:.
M-/--
-
,(
-
/
-
D-/C/-/ #DC$K >/,* +,- *-- ,( 10 ',(. 1
20
III.
CULTURA ORGANIACIONAL III.1. H#"$%&' #+,'#+,#6&+ E( 2016K - ->-(* - *(,* M,,,/ *(/:,/9 ] 14.0 *(- / (,/ ,**/J. L -/- +,- ?( >(/ - -/* *( +,-* +,- -(-(-( ?-/ /--( - * *(,*/-K /9K (-(*(-K , - *(,* - >*. M,,,/ M/-(> R-*,/-K I(. * --/* -( /-(> / (*K A-/( M,K 9*=-/(*K )/*=-/(* * *(,*/- LGBT / *// *(*-(* - -/* +,- * ):/(- - ,*?- -:-( -(-/ -( ,-( ,(* - />-( -* >/,*.
III.1.1. H')&$( L -/- - ,*?- -:-( -(-(-/ - - ,,/ -( )*/ ,,,/ *(,*/- (-/,/ *( ,( / (* -:- -(-/ -* - *=/-( ?*/ - / *( , -(-. P-/* -:-( -()/ * /(- /:,* ,,/- *((- * )*/- +,- (),-(K +,- - -/( // *(-/=- /- *(*(- /-*-(*(- :*==:* - >* )/-K * (-/)J ??/ *( ,( /*,* * /-,-/* - --/-( . D- - (-/K - *:- --/ / -( ):/ ,,/ - *,( ?-/ ,( (-/ +,- /-,-( *( -). S->( P*K -( * (,-?- /-/* -- - 2010K */ (* /-/--(/*( - 8K7 */ -(* - * - * EE.UU.K ,-/(* -/* >*: - ,*?- - EE.UU.K +,- /- * ,( ,/* */ -(* -( - * -/@** - -*. E/- ** C/-/ GM ( -(/* ,/(- ,* -* -( - ,* - ),-/- (-(?* ?-( /*>/ - :* / >(/ -(-K - -/-> (* * -)J. A /*,- - ?*/ 9
21
/? / * *(,*/- (* * *)-/ - ',(. A* ,( - /-(> -( */(* /*- /*- ( ( - - *(, *(, */ */ )(( )((-/ -/*K *K -/ -// / +,/->/--( , ?-@,*K ( -(J*(-K -/@( , --* --* * -()/-( -()/-(( ( ), ), - - -*( -*( . . EE-(- - /-(> /-,-( *( * (* +,- -(-( ) 9 >/(- - ( -()/-( /-(* ,( /,(( / -( - -*(*@ :*. E( ->,(* ,>/K -(-( /-*//-/ >/(- ( , ,>/- - --*. O/* -(/* - -(- - Q* -( -)-( - *:,:-K *()*/K -+,:. ', ',( (K @ ** ** */* */* ):/ ):/ (- (- 9 9 * * ( --/-(* 9 - ,( 25 */ -(* - /--(* -( , ?-( -( - -/* (* - ,-/* *( P*. L -/- +,- >( -(( (--- -- --@) @) - -* -* ->-( ->-(* * *( *( /- /--( -(* * -(-( -(-( --/-(. %*Q VQ-J=S?K S**K D/-*/ - S-/?* C-(-K G*:&*/ G/*, LLC
III.1.2. III.1. 2. A*6'&$ A*6'&$&& ##+&$* P/ P/ * ,, ,,((- ,( /*: /*: ( ( /-> /->* * ((-/Q /Q. . A@ +,+,- ( ( / /- ,-( ,-( KK * * (* (*/ / ,*?- -:( />* ,( (-- ( - ,( -/* ,,( -*,(-(- /--(- /-/. E- -/* - -* - ? ,,9( - ,( -(*/-/* ,( +,- /-/--( ] 2 [ :*(- - /- -( *-/ +,?* +,- -9 -(* /*?-* */ -/ -/- - - -* *,( ,( -( -(- -( ** ** - ,( ,(*. *. E( * * EE.UU.K - * /+,-J - -/* ,,9( * - A-/( (J* ,( /@K *( ,( *-/ +,?* - US ] 105 [ *(- - /- -( 2010 #(,-/ -( *(-/?*/K - 6 *(- :(- :(-$K $K -/?* -/?* - ,**( ,**( *(-* *(-*(/* (/*
22
** ->,( ->*/@ 9 - >*. E- (* - -/ -/ * * -(-(- *:/ *:/- - (?(?- - -, -, ( ( - - (*(K -(- ,( -*>/)@ *?-( , /?. E( ?-/* >/*K * ,,(- -*,(-(- -(-( (---K *?*(- **/-(* +,- -9( *? */ )- +,- *( --:/*(- (K /Q>-( -( -( *K *K * ?*/?*/- ) )//-K K (-- (-- - - (?-/ (?-/( ( )(( )(( ( ( Q Q -+, -+,? ?K K -, -, ( ( -+,:/K 9. E( * EE.UU.K -/- :( **-(J (J/ / */*/-( ( ( ( - - - , ,-( -( *( *( * * -(*K )((J - *-/* (*/ :-J. M-( -(/ / +,- - - -+,-+,- -//- -9( 9( -(-(* -- -/*K >/(- / ** B- B,K &--/( U(*(K &=M/K &*- F** :Q( ( *-(J* */*--/- *( -- (* - -/* ** /- - , -J - /-(> ,,,/. E Q* -*,(-(- ,,9( M-/* -/-> ?( --- - /- /-(> (> , ,- - ,, ,,((- />* - :* /->*K -(-/@ -/*(J *,(( - ,-(K -/*(J*(- /*, /*,* *.. A>,( A>,( *( *(-/ -/ *(*(- ??- (, (,-( -( */-( */-(( ( - ?-/ ?-/ #)/*-/ #)/*-/(*K (*K 9* 9* - - ,/ ,/K 9/: 9/:-$ -$KK (9 (9 , ,, ,( ( -/ -/ ( ( ( (>/ >/( (- , , *( *(K K @ @ ** ** , )/> )/>-( ( ( ( >-*> >-*>/9 /9)) .. R) R)=U =U ( ( S S* *KK D/D/- */ */ G-(G-(-/ / D(/S(/.
23
III.1.3. A','( A*6'&$( A*6'&$( L* *(,*/- 9* -- - -((-
/ /? ?* *
-(
/ /
* *
*
EE.UU.
?-( ?-(- -*/ */- -
*( -
,* ,* ? ?-K K -: -:* * ,( ,( /> /> - ,,-/ / ? ?* * -* -*>/ >/9) 9) * *.. C*( C*( - 5 - *: *: ( ( - * * EE.UU.K - )*/ )9 -)-(- -:- -:* , *( *(-( -(/ / ( ( >-*> >-*>/9 /9)) -( ,( , ,* * - - -* * ,-K * 9* *( - >/,* Q(* - 9 /9* /--(* -( * EE.UU.K -(-( - 9 * (?- -,(K ,-(( *( * */- (>/-* )/- -* - ** * *(,*/-K (,* * - /J :(. A )(- - Q - 10K (,/ - ,*? ^--/^ - /9-/* -*>/9)*K @ ** (?->( - ,( ?/- - ),-(-K (,* -, -, * * ( (:, :, ( ( * * * * * * - P* P* +,+,- - +,- * * 9 9 *= *=-/ /(* (* *( * * 9 9 /* /*-( -(* * - ** ** * * >/, >/,* * / / * */ /// (,-? (,-?* * #)/-(- ,J*$ ,*?-K * 9 /*-(* >/ 9 -( ,( *-K */ /*:: - *// ,* -. E- *(*-(* ,* ,( > / *(-K US=(*( -,/*-* - ,*?- / -//* / * /*> /*>/ - * - -* *,(( - /-(> - A *(/-K +,*-( */ ,*=-=>/-K -/* - -/* (* - -( -* *:/-,/* ,( *(( - -* / * (,-?* ,>*/-. E -?-(- +,- - ,(* ,- / (,/ - ,*? - - * 5 >/(- >/,* Q(* 9* -( (,-/* @. E( */-( - */( */ - * - *:( (*(K -* *( * (*K ( (* *
9 9 *K *K
) ) (* (*K
?-( -(
*/*/- (* (*
->->-(* (*. . C C ,(* ,(* - -* -* ->-( ->-(* * ,-,--( ( -/ :*/* */ ,( - ?-J */ - * * ),-/ - @(- -( @(- * -* - *,(( -( 24
,,/
+,-
*)/--
*(-(*
-
-/--(- /-(:- (-. A-9K - (9 >-*= -*>/9) - *:*(- 9 - -(* ,-(/ - (* / */(- ),-/ - K :-K */ -(*/ */-(( * *(-*(/*. S
G(K
?-/--(-
--,?*
-
S-/?*
E/Q>*K (> Z L-- P,:.
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
25
-,(/ * ,(?-/ - 66K2 */ -(* -( 10 78K5 */ -(* -( 2000 83 */ -(* -( 2008. A - +,- - */-(- - -*,(-(- (->/* +,- -(-( ,( @,* ,(?-//* ,-(*K :Q( * -* , (>/-*. A >, +,- - -/* -( >-(-/K - (-/* - * :: :**-/ -9 /--(*. S->( - ,*/ A/*( &. S #E( - N->/* ??/ )--(-K P/*-/ )((-/-(-$K *(- - :**-/ (->/* *(,(* - /-//- -( 202. L * - ( - +,( -( /-(> />* * )/*-/(*K -/* -( * -/* ,( (* /?- / **. L)-- %*(-K *(--/* -->* - SMSI ,/:( M-/-* CK I(.
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
26
U( (* /?- / ** C*(-/- , /-/ ,**/J *( *)-/ * -(- - / >/,* --@)* - * ?*/ -(/* - *,( LGBT. E -(* - 2010 /-*/ 9 - 00.000 /- - * -*. E --( */ -(* - -* *( /- - ,-/-. V-( */ -(* -9( /(* (*. T-(> -( ,-( -* * -*>/9)* -( , ,: *)/--/ /-/@ - *-K ),(( -:*/( - -(- --@)* / -*// /--?(. B,/ ,( *(-( 9 /*),( *( *,( LGBT *(,*/- *( 9 /*-(* *(-// / +,- * ?*/- - ** , +,- *( */(- / -*. L (J -/Q> * /*(* +,*( *(/ - ** -*/K - -* :-(- * >, -(/- - /*(* ,--( ,/ *(/,/ /-: - , / -(/- * *(,*/-. R-: , -(- LGBT L* *(-*(/* - ,*?- ,--( -/ ? ** -(*/(* :(- . P/- > -:( (--( -(- --@)* +,- - +,- *( :-(?-(* ,--( -/ */ *( ** / ,( *- ** /-. A ?-/ -(* ,( ?-(-*/ > -( - *- -(?@ ,( ),-/- -(-. L *(/,( - ,( /-,( ** ,( / ,* *-/(- *( LGBT=)/-( - ,( **(-(* -/Q>* - >/( (-. '*W/ B,)*/K /--(- CEO - P/- A-
III.2. TICA DE ADMINISTRACIÓN ',( C*/*/*( +, *,:/- (>,K /-?-(- - /->* */ * -* /-J (/( /(/-(-K (/( /-*(:- (/( *//-. A@ * -* -/* (/( Q - @ 1 - -(-/* - * 2004 *( - *(-* - /-// :27
- *:/-??-( (?, -(* /**( - * :-(-)* *,(- - * -(- *-/* - (->**. A-9K - -(-/* - * 2004 ',( C*/*/*( )*/* D?( - A(/( ; ,* /-*/ - - -/-(* - ()( -:-* /-/J Q ** - /->-(* :9* - (/( Q )*/(* /-/J - ( -+,- - )( /* - * --*. S*:/- **K ',( C*/*/*( ,-* -
/--?*
-
*)/--(* -
**/,( /
-*/-(* /?Q - )( /* - (?,- */* ?-(( - *=, - ,( -( /(* - -( ( - - - (/( ()*/( - /-,/* ,(* / +,- * --* - -( ,-( - , )( *((,-(-. < /-J* *()-/-( -/ *:/- * --* - -/- -//* , (/*(- Q */ ,( * * ?-- * -(-* - ( - -/ * :/* --* ---(- - (/( Q. T** --* - ',( C*/*/*( /--(( - --* - ,-(* - )*/ Q ,(* - /*,- *(/?-(( - *Q *Q - (/( - /-,/* ,(* -,Q - (-( - -/-(* -/-/@.
28
III.3. MODELO TROMPENAARS Y HAMPDEN:TURNER.
Clase
Plataforma Ética
Carácter
Contenido Principal
Reglamento básico 1. Base de concepto y acción de de la Administración los empleados Ética Ética básica, cumplimiento de obligación, administración transparente, clasificación de proyecto, vida correcta, creación de ambiente de trabajo fresco 2. Responsabilidad y Obligación de Empresa
Responsabilidades y obligaciones sobre clientes, empleados, empresas corporativas, competidores, sociedad y país
Directriz de Acción
Directriz de Acción de los mpleados !" #mpulso de trabajo $" Administración de cr%ditos &" Administración de tiempo '" Administración de costos (" Relación con las empresas de negocio )" Relación entre los empleados
s*uema de +lasificación Propia
+lasificación propia del nivel de %tica de puntos para la clasificación propia los empleados individuales
III.4. EPRG III.4.1. E,$(*$,6'( E )/-,-(- ?-/ -( - - (*-/( /,(* ?-@,* - /*--( */-(K ** ',( #*/ --* - A-(K - E(/ -(* 2
)/-,-(--(- - T:,/( - S*($K D-W** #N,:/K T*$K IA M**/ #S*/>-K A?-$ S(>*(> #-( -- - *-* M,* - */(*$.
III.4.2. P(+'*$,6'( L* ,* +,- /*?-(-( - */- -(- *-(* (,-/ ,,/ ,**?@K /-)/Q(*(* (,-/* @ * //* ( */ -(:*/ / /-J/ - :* /--?* - ( #- - -/-* J+,-/*$.
III.4.3. R*;'(*$,6'( L (,/ ,**/J /* */ - ,(*K (* * */ :-/- *(?-/* -( ,( - /(- /*?--*/ - --*K (* +,- /*?** *--( /? -(/- /*/- @-. ' /*?** - -//** -(*>* ,( (-/ ->,/ -)J - /(*/- / >-(-. A-9 *(/:,* - (-/ *(,(-(- ,(* >*:J* -( - +,-* ??-(*.
III.4.4. G*(*$,6'( L -(-( - /*/ - ,*?- /--*/ - ,(* - - )*// (J * - /*?-/ - *-(* - >,( / @ *-/ *// -(-/ ** /- - , >/,*. E* /@* ** /-,* - -(-/ *(,(* ,**/- +,- /*?-( , ,(( / /-,/ **K *// -(**>@ - -K @ ** -(-/ /--( -( (* @-. D- (-/ +,- - @ - * *-* -(*(// ,/* >/(- >/,* *(- - *(-(/( */@ - / */(K ,/* >/,* -+,-* * / +,>,-( *-(- (--(-(-.
30
IV.
RESPONSABILIDAD SOCIAL IV.1. CRS /R*)($&-'+'%&% S('&+ C(6)(6&,'7& E *(-* - R-*(: S* C*/*/? - -9 *(?/-(* -( ,( - :/ ?- +,- -)(-( - -(*/(* -/-/ - * -( @K ** - Q() -( * /*- *- ),(*(- - -/- -9 -( //,>. ',( M**/ C*( / -( ,( ?/- - /*>/ - C*(/:,( S* -9 -/Q> * *:/- :- - , *(/:,( * * - /, />* J* +,- - --( 2012. D-- 2011 - 2012K ,(* , ?- *(/:,( * -(/( -( - - ,/-JK ?* // - -//*/ *-* (* - C*(/:,( S* +,- /-)--( , ?*/- ),(-(- ,/ +,- *(?-/ -( ,( -/- /--.
IV.2. S-(+( %* +& ($,6'-#'$ ('&+ " *+ +*& C** - - - +,- -/- * )**)@ - ',( *(/:,( *K ,(* /-/--( --/(J * ,-* - ,(* K -( *?-(* ^/-/--( - --* :* -//** *((,*K ,(* /-/--( ,( *:*/( /*(* *( *-. A // - */K - /,* /*,* -( 23 * / >-( --/(( - ',( M**/ C*( / -/ *?-/ - ,(* ,(* -( /-.
IV.3. STAEHOLDERS CRS - ',( - ,--( ?/ -(/- /-*(:- -*(K *- :-(-. 31
L /-*(:- -*(K *(* :- ),(-( - ,+,-/ */>(J( ,/* - (,-(* (--- / /-/ --* / /-:/ (?-/*(-K - ,-( */ ,( >-( >( - *()(J. ',(K ** ,( ,(* */*/?* ?*K :Q( ,- *( , /-*(: * /?Q - , ?-/ - /-*(: *K /*-* /*>/ +,- -(-( (--- - , >/,* - (-/QK (,-(* * />(* - *- * --*K -(-K -/- * *,(- *- >/(-. L *@ :Q( -? :* * - -
>-(
:-(
*(
-
)(
-
,/
*(
/-*(:- :-(- -* *(-? ** ):/(- ,*?- @-/.
R-*(:- E*(
G-( : -( *()(J. C*-/* %,*. P/-?-(( - C*//,(. A*( I(?-/*/-. I()*/( - CRS D?,>(.
C*():- G-(
GESTIÓN SOCIALMENTE RESPONSABLE
C*(/:,( * E-* C-(- C*,( L* - P/*?--*/-
R-*(: A:-( R-*(:- S*-
G-( A:-( P/*-* CRS
M(J( - E)-* C:* C9* R-,( - E*(- - G- A,-(/ - /-* P/*,( L
32
IV.4. Á6*& I$7(+#6&%& *$ *+ S,&*(+%*6 C** ,( ,(* */*/?* ?* - *- >*:K ',( M**/ C*( -(- ,( )**)@ ,( *(?( / )/- *:/- , /-*(:- *-. E( - >/,* -( * )**)@ - >-( - C*(-(- - /*(- - /J ,( -(- /-( - ,( (,-?* ),,/* /?Q - -(-(* /-?* *((--(- A:/J(* N,-?* D-)@*K +,- -//** /* -( (,-/* /** /*>/ - *(/:,( * +,- /-)-( (,-/* ?*/- ),(-(- (-/.
S** - */ ? -( * ,*?- 9 9. VISIÓN
(?( */ - ,/ *( , /-*(:- *- */*/?. F- ( - >/,* - **/ ',( C*(-(- - /*(- - ,( */ - *(-/* - ,( (,-?* ),,/* /?Q - -(
MISIÓN
VALORES
A?- -*( /--,* - -* :-(- * -),-/J* / /*-( - -* :-(-. E ,-(* - /-*(:- *- *( - S( - ,(@ */*/?. N* -)*/J* */ /-/ ,( ),,/* ,(:- -( *:*/( *( *- ?. P/* * ?*/- *- - >( ,( )-. R-*(-* (--(- -( *- - *:/- (**/* - **
33
V.
ESTRATEGIA EMPRESARIAL V.1.
OB@ETIVOS ESTRATGICOS DE LA EMPRESA '
•
- ?-@,* ,/(- - 2007K )/-(- * 2.5 *(- ?-(* -( - 2006. E* - *>//9 -:* ,-(* •
-)-,* -( , ( - -/(-/*. P/ - /--(- * '
•
- 9 >/(- - @. A,-(/ -)-( - /-,( - ** */ -* - */( - */- ?*-(- - ?-@,* ',( ):/* -( E* U(* *( (/ */ * 3000 2 -:* :-/ /(-/ - T/* - L:/-
•
C*-/* / * ?-@,*. I--(/ ,( */ ( - ,/* ',( S- A-K *( - *:-?* - -*// - , -/*(K -*/9(*- */( +,-
•
-/- - /:,-. A:// (,-?* *(-*(/* *)- - / ',( (-/*/ - @K :* * - /-/--((- -/-/* -(* -/- /** - -/* ,-*
•
( /J( *. D-//*/ ,( S- ERP * S- I(->/* - G-(K /-* */ **/- -(*>* - ?(>,/K +,- - -/ (->//
** *
- -
A,***/-
G---/ , /--?* *(-*(/* *)- (?- (*( /- -(/ - - - ',( •
I(-/*((-( C*/. E(/ /- - *(-*(/* ?- -//* (?- (*(. A@ ** :Q(K ->,/ -*/(* , -/?* Q(*K >/(@ * * *//* - -(( -- )* #(,-(* *(>* )-/*$. 34
V.2.
SEGMENTOS DE MERCADO. E-( ?/* ->-(* - -/*K ** - -/* K - (* - -/*K - -/* - ->-(*K - -/* ?-/)* )*/ ,-/- -/* ,-/-. ',( -* -()*/- -( - -/* ?-/)* - ,( -/- +,- -(- * 3 9 */(- ->-(* -/* -( / - ,*?-K ,- - -()*( -( -(- *( ( (--- >,*.
V.3.
PARA !UIN CREAMOS VALORJ ',( - ,( *(>*-/* - -/- (->** - C*/- - S,/K +,- ),- ),(* -( 147 */ C,(> %,=,(>. D-(/* - )/ +,- *-- - >/,* - -(,-(/ / ,*?- ',( M**/ C*(K - ,/* */ ):/(- *- - ,(* # - -(- -( ,-( * (-/* - M**/K , ,:/$K @ ** ',( '-? I(,/-K - ):/(- - :,+,- +,(/ 9 >/(- - ,(*. L *@ * ,(* - * *(>*-/* (,/- 9 (),-(- -( -*(*@ - C*/- - S,/. D,/(- / )((-/ 9 - 18K ',( ,, ),-/- Q/ +,- - -?/*( -(-/ - >/,* -( *@ (--(-(- -(/- @. A,-(-K - - ->,(* -:* 9 >/(- - @ */ -/9 - S,(>. L 6 >/(- -/- - >/,* o
H"#$%&' G6(#)K *@ */>( - ',(K /- -( 147 ** ,( -/- - *(/,( - ()/-/,,/.
o
S- - ()/-/,,/K -(*/- ,/*. H"#$%&' '& A#,((,'7* G6(#)K -/- 9 *(* - ',( (?- ,(K - -(/> - ):/( *-K *( ',( M**/ C*( M**/ ** ,
35
* / 9 *(*. E - ,/* ):/(- o
?-@,* (?- ,(. H"#$%&' D*)&6,*$, S,(6*K -( - -(/* *-/-
o
*( /--( -( C*/- - S,/. H"#$%&' H*&7" I$%#,6'*K - ):/(
o o
-:*/( - :,+,-K - - /-/* - ,(* -( - -*/. H"#$%&' D*7*+()*$,K )/ (*:/ - *(>*-/*. H"#$%&' R(,*K ):/(- - -/ )-//*?/*K -)-( +,(/ / )9:/.
E()*9(*(* /--(- -( ',( M**/ C*(K *-* ,:/ /- >/(- ->-(* - -/*K +,- ?/@( ,* -( ),(*(- /-+,-/-(* //* *-/- #+,(,-( * *(-K ,*:,-K ?-@,* ---K SUV .
V.4.
CUÁLES SON NUESTROS CLIENTES MÁS IMPORTANTESJ P/ ',( M**/K - -/* - , +,-/-( (J/ -( AQ/ -( >-(-/K - - - * ,* **K - :,-( ,( :* /-*. P*/ -*K ( /-* * @(- >,-(-. P/ -- (9 (* :/-* -( - *-* A-(K +,- -> (,-/* @ *( - (*:/- - A,-.
36
V.5.
PROPUESTAS DE VALOR E- ,* -/:- ( - /*,* -/?* +,/-( ?*/ / ,( ->-(* - -/* --@)* - /-)-/- )-/-(( - * +,- -/:- - ,*/ * +,- - +,- ,( -(- - -(- */ ,( , */ -/-?K +,- , )( - )-/ ,( (-- * --* - *. E :/* -/:>,(* ---(*K ** ,--( -/ (*?-K -*/ - /-(-(*K -/*(J(K E /:*K -*K - -*K / * -,K - /-*K /-,( - *-K /-,( /->*K -: ** ,. C** - -(*( *( (-/*/K - /*,* +,- - ,J ** :- / - (9 - - *@ -( MQ* - - *-* *(** ** A,-. E- //* (* *)/-- * >,-(- ---(* o o o o o
E -->(- (9* T-(- ,( >/( /-(-(* - *:,:E - -*/ - , - -( ,(* ->,/ C*//- 100 *( * 5. /* - >*(. E -+,-* -( * -(- ,( >/( /-(-(*. C,-(
o
*( ---(- :- */+,-. E A,- -(- ,( - - )/-(* ABS 6 :* - /-. 37
V.>.
VENTA@AS SOBRE SUS COMPETIDORES V.>.1. C&$&+* E - ** -( - +,- ,( -/- - *,( *( * )-/-(- ->-(* - -/* / ->/ -* /**/*(/- ,( /*,- - ?*/. S*( - ,(* *(* *( - -(-K +,- ( *(*-/ * /*,* -/?*K ,( -(- -?,/ /*,- - ?*/ - ,( -/-K -/-( +,- -* +,-/( /*,* --@)*K , ?-- *)/--( ,( -/?* -(( *?-(. E-( 5 )-K ,(+,- (* -/- ,( **.
38
3
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
40
P*-* *:-/?/ */ -* /- */(- -/*K +,- ,(+,- , (>/-* P-/ 9 -( (*K @ ** , *:(K - ,( , */ )*/ -* ---(* -(
*(,(*
>-(-/(
:/(-
--?.
E
*:(( - )*/-K - (J *//--(-K ,-- -/ ?- / (/*,( -* - /*,*.
V.>.2. R*+&'($* ($ +'*$,* D-/:- * )-/-(- * - /-*(- +,- -:-,( -/- *( --/(* ->-(* - -/*. E /-( ,-- -/ -/*( ,*JK ,--( -/ : -( * ),(-(* - ( -(-K )-J( - -(- * -,( - ?-( # ?-( ,>-?$. E-( ?/ ->*/@ - /-*(- *( -(- +,,--( *-/ -( /-*(- +,-
,( -/-
(-(- *( ,( ->-(* - -/* --/(* A-( ,*-/?*K
-/*(K -/?*
-(
-/*(
,*9*K
-,?K
*,(-
/-( *-? *( --* - Q. E( - * /,/ - ?-( - ,* -( R-: M-(K - /-( - /-J -( 2 - •
E (- *-(* - +,// - ,*?. L* >-(- - ?-(K ** /-/--((- - A>-(K *)/--( * /*,* -( /* *( * *-(-
•
-(-. L ->,( - - -( -/*( #*/ ,($
•
-( * -/?* *?-(. E ** -( - -/?* *( ?- / -( )( - */*/. 41
E( * - +,- (* ,( :,-( *,(( -(/- A>-( - C-(-K -- * -:-/9 -?/ , * /-*?-/ *( - */*/?* (*(.
V.>.3. F#*$,* %* '$;6*( E- ,* - /-)-/- ),* - +,- >-(-/ ,( -/- -( * )-/-(- ->-(* - -/* #/ ,/ * :-(-)*K - (--/* /-/ * >* * (>/-*$. L -/- -:- /->,(- P*/ +,Q ?*/ -9 ,-* >/ ->-(* - -/* D- )*/K - -/-/* ,-- /-/ ,( * ?/ ),-- - (>/-* -( ->-(* - -/*. U( *-* (->** ,-- / * * )-/-(- - ),-(- (>/-* */ /(*(- -/?* - >* ,(,- - -(- +,-* (>/-* /-,//-(- -/?* >* -/* /-J* :* - ,(/* ,( /*,- - ?*/ * - -/?* *?-( - -(( -(-. E-( ?/ )*/ - >-(-// ),-(- - (>/-*K -(/- - ?-( - ?*K ,* */ ,*K ,* */ ,/(K /Q* * -(>K *(-( - -(K >* - *//-- (-/-(K ,:K -. C ),-(- - (>/-* ,-- -(-/ ,( -(* - )( )-/-(-K * +,- ,-- --/(/ ,(?-(- * (>/-* >-(-/*. L* -(* - )( /-* *( *K - )* - (9*. E( - * /,/ - ',( - *-* -->*K *-* -/ +,- ),-(- - (>/-* - *@ - ?-( - ,( ?*K * ,*?-. P*/ -*K >,-(- (,- * *-* *(:- -( MQ* , ** -( - -/*
V.>.4. R*#6( +&7* 42
D-/:- * ?* 9 */(- / +,- ,( *-* - (->** ),(*(-. E* ---(* -/-( /-/ *)/--/ ,( /*,- - ?*/K ->/ * -/*K -:--/ /-*(- *( ->-(* - -/* -/:/ (>/-*. C *-* - (->** /-+,-/- /-,/* ?)-/-(-. P,--( -/ )@*K -*(*K (--,- * ,(*. A-9K ,( -/- ,-- -(-/* ** , /*-K +,/* , *:-(-/* - , ** ?-. L* /-,/* - ,--( ?/ -( )@*K (--,-K ,(*K -*(*K -. ",Q /-,/* ?- /-+,-/-( (,-/ /*,- ?*/K (- - /:,(K /-*(- *( -(- ),-(- - (>/-*
43
V.>.4.1. B'*$* ,&$;'-+* A. R*#6( '$&$'*6( P/ (/ /- - /-,/* )((-/*K - /--( - ?*/ - ( , */?* *( *(- -( A *((,( - /--(/9( * * /-,* )((-/* - ',( M**/.
B. R*#6( H#&$( ',( - /-*, ,* */ )*/( - , --*. P*/ -*K -( * @- *(- -(- /--(K *((--(- *( -( - ((*?( *((,.
C. R*#6( M&,*6'&+* E /( -/ *( - +,- -:- *(/ ,( -/- -K - ):/( +, - :- -( -- *K - -/*. P/ *:-(-/*K /,(( - C*/- - S,/ ** ,( @ *( ** -//*/*K ',( /?Q - , /* ',( S *:-(- -/* - A,/. A-9K / *(->,/ +,- - /*,* )( - - -*/ K ( *(/,* ,( */(* *(,-( -( - +,- ,--( *(/*/ *( /-( Q/ -*(- +,- (--(. E *:-?* - )9:/ - ,-(/ * -)-* (-/> -(/- * )* -(- /-( - ,( /*,( /,/ -(- - /-- -(/- ):/( - -/*K - /*--(* - -/* ):/( - *-. C*( ,( *-/( (-/(K - *@ ,-- -/ ->,/* - *(->,/ ( - -/* /--( +,- - (--( / *(/,/ , *- /-* 9 -:-. ',( -( )9:/ -(- ,( 44
/( - 12K6 */ -(*K - 21K4 */ -(*K -(/- -*K ?( ,J/ 50 )-/-(- * - -/* -(/- * 225 * ):/* -( ( - -* :-(-. E -/* - */* ()*/-K - ,J/9 / * :,+,- --/(. E * */(* -/9 J *(->,/ ,/* *(- - *(- - -/* (,-(-. E ->,(* */(* - --/ +,- -Q -/(* /(* - * /*K /**/*(/9 ( - -/*. E( * /-,/* ?- - (--/* (,/ +,-* ((>:-
V.>.5. A,'7'%&%* +&7* E- ,* -/:- *(- 9 */(- +,-:- -/-(-/ ,( -/- / +,- , *-* (->** ),(*(-. L AC - ,--( ?/ -( P/*,(K R-*,( - /*:-K * P)*/. ",Q ?- ?- /-+,-/-( (,-/ /*,- ?*/K (- - /:,(K /-*(- *( -(- ),-(- - (>/-* L -(/-*
D-* E,* - -/* D-//** - -J *( /*?--*/- M(-* - -J (?- >*: P/*-* - -(:P/,-: - P,: #P*/ ,-( - /J * >-($
V.>.>. A('&'($* +&7* E( -- ,* - -/:- /- - /*?--*/- ** +,- *(/:,-( ),(*(-(* - ,( *-* (->**. L -/- /-( (J / *J/ , *-* - (->**K /-,/ /->* * +,// /-,/*. L* *?* */ * +,- - -:--( **(- *( *J( -*(*@ - -K /-,( - /->*
45
- (-/,:/-K * */ - --/(* /-,/* ?-. E-( ,/* * - **(-
A(J -/Q> -(/- -/- (* *-*/. C**-( **(- -/Q> -(/- -/-
*-*/. %*( ?-(,/- #-/- *(,($ / /-/ (,-?*
(->**. R-*(- -(- _ /*?--*/ / >/(J/ ):
- * ,(/*.
V.>.<. C( ++*;&$ +( &66( %* C(6*& %*+ #6 & ,*66',(6'( L&,'$(&*6'&$(J P/ --J/K - -:-( -(-/ (J *( * /*?--*/- +,- - -(,-(/( -( - @K -( (,-/* *K - /?Q - D*>-. D*>- ',( -9( >* *-/-(- /?Q - M,: M**/K +,C/-/ *(/* ,( /- - M,: - -(- ,( /- - ',(. E* - (?- ,(K * +,- -( MQ* C/-/ -(- ,( ,-/* - */ - ,(- ',( / *-/J/* -( MQ* :* / D*>-K -( ->-(* *(- C/-/ (* -(- #* -(@$ >( *-* / *-/ C/-/ (* ):/ ,* ,:** ** - A* * ** ** - A-(. D-:* :,-( K -*(*@ - *(,* (-(-(* +,- ,*(@K -/- * */ *-/J/ -* ,* */ , -/(@ *-/. E: -( ,( -(/,K ,- (* *@ ,/ ,* M,: --/- ?-( +,- - / +,/@ -( MQ*.
V.>.?. E,6#,#6& %* (,* A+,@ - -/:-( * *- +,- ,- -( / - ,( *-* - (->**. E* +,- (* /-( -(/-> - ?*/ ** - (-(-(* -
46
/-*(- *( * -(- * >-(-/( - (>/-* -(-( ,( *-. D-:- */- -( ,-( +,- -/,,/ - :* *- *( 9 */(- -( >,(* *-* +,- -( */*K */ * +,- -:- (>,/- -(/* - - -/,,/ - *- ->( *- ->( ?*/ C,9- *( * *- 9 */(- (-/-(- (,-/* *-* - (->** L* 9 */(- *( C** - ):/( M-/-K -JK -(:*K
/,-: #+,- ,(+,(--/K (* >-(-/( ,( ?*/ -/. C** - /(*/( -(/ -/* L*>@ )--. A -- ** - ,( * /(--
- @ *( *( * :/*-/ - ,>/. C** - ,: #** *( * ,**W$K - ,-* - * -*/- - ?-( (,(*.
E( ** -- /*-*K I(?->( D-//**K @ ** * ** - /(*/( # - /-( * ,*?- /--(- - */-$K *( * 9 --?*. P-/* (* - -:- (,/ * - ** *(-/*K -(-/>@ +,- - /-+,-/- / ):// ,( ,* - --? D- ,-/* *( >,(* -* / ):// ,( ,* **K - (--( /--*/ - ,(* 65K000 ->,-K +,- -+,?-( -(-/>@ +,- - */@ *:-(-/ - 1.5 *(- - -/-* /,*. A+,@ - (, -(-/>@ ,J / -/ -/ / - /*-* - -(:*. S( -:/>*K * * ):/( >()( * ,( )/( - -(-/>@ +,- ,( *(,/9 ,/(- , ? . P*/ --*K ,( ,* /-*//- 7K800 -/* (,-K -?*//9 ,(* 285 >*(- - *:,:-K * ,( *(- - -/-* /,*. C)/ , / - R-(* U(* ,-/( +,- /(*/- @ *(, - -+,?-(- 210 *(- -
47
*(- - -/-* -( 188K * - 42 */ -(* - * -(-/>Q* /*,* -( -- @ ,/(- -- *. P*/ */ /-K -( E* U(* - *(-/* +,(,),// -J *(- - //* -+,?- *(,/ ,(* 575K000 ://- - -/-* /*K /- - +,- , ):/(
>,(* - * /*-* 9
*(((- *** +,- --(.
48
VI.
MERCADOS INTERNACIONALES VI.1. CLIMA SOCIAL P/ */-(-/ -(-(- - * - C*/- - S,/K +,- /-*(*-/ * -(*/- * :* -//:- C*/- - -()/-(* -( , -*(*@K -(**>@K * -/* )((-/*K /-*(- >*:-K , *@ (-/(. D,/(- QK /--/K C*/- - S,/ --/-(* * +,- */@ - * @- - ( -()/-(* -( * , */. A // - Q - 10K C*/- - S,/ --/-( ,( ),-( - * ?(- -(*>*K - ,-(* - ->,/ *@ ,( -*(*@ -( /--(*. C*( (/*,( - -* (,-?* -* - ? */-(K ,,( - /+,-J /-@ ,-(/ :Q(. A,(+,-(* /(*K (?-/*(- >*:- *((, *-(J/*( /--/ /*(* C*/- ),- *(-/* ,(* - * ,/* />*(-K *(** */ -(-/ ,( -*(*@ ( /--(- +,-(- ,( >/( *-( -( Q/(* - **/,(- - (?-/( >*:-. F,- ,/(- -- ,>- +,- - PIB - C*/- -. E( */( *( >,(* */* @- - AK O/-(- S,/K C*/- ),- /--(* ),-/ - ,( ,>- - * -/* ,**( --/(. P/*(*K - PIB ),- -- ?-- */ +,- - I(K /-- ?-- */ +,- - , ?-(* *,( - N*/-. PIB - C*/- /- (*K - -*K +,, PIB /?J: *( - >,(* @- - U(( E,/*-. E/( * -* -( +,- C*/- , >-(- -:( /*-/(*. S*-(-K >-(- -: >(* 9 -( :-(- - ,* -/- - ** - ,(* :/-/*( (->** - (?/-/*( ),-/--(- -( ,(* - * C,/* D/>*(-. T** - /--(*K /+,-J (?-/*(-K ( -:/>*K -( (( -> ,( )( -/-/- ,/(- / )((-/ 9.
4
C** - -(*( (-/*/-(-K -( 17=18K C*/-K ,(* *( ** * -9 @- -( -//** - A --/-( - -*/ - * -* )((-/*. E /--(* -* @- - ( -()/-(* -( - * --(- (* *@ *((,/. A*/ * @- ,/*( -( (?-// -( * @- 9*K -(* +,- -* @- -(-( ,( -(*/*-( /->* (?*,/* *( -. M9 */(- / - ,-:*K ( -:/>*K /+,-JK ,-* - /:*K - */>,* -/-/*(. M/(* /9 -( /K */ +,- * -*/ *K C*/- - S,/ - /-,-/* :(- :-(. E( 2001K -*(*@ - C*/- - S,/ ,-/* */@ - * */* @- - A ->,* */(* ,( >/( -*/ ( * /- * (-.
VI.2. INVERSIÓN ETRAN@ERA E( * * *K /( - (?-/( -/(-/ -(* ,( -, (,,:- -( - -//** -*(* C(. D,/(- ?-(- *K C( *>/* ,( ),-//--(* - -*(*@K - -//** * /-*((-*/ - (?- - ?K +,- ),-/*( /--(* */ - ,(*. C( - *(?-/* -( ,( @ , *,/ / (?-/( -/(-/. D,/(- - * 2002K C( ),- - /-/ /--*/ ,( (?-/( -/(-/ /- #IED$K /- *:/- ] 53 *(-. C( >,- -(* ,(* - * /(- ,>/- - ,(* -( -//** / IEDK /-(* 9 +,- ,+,-/ , ?-(* -( A. D-,Q - -( - C( O/>(J( M,( - C*-/* #OMC$K - >*:-/(* - / -/- -/(-/ - ,-(* - * (?-- - -* * -/* / * (* * >,-(-. D-,Q - -(/ - C( OMCK :/9 >/(- **/,(- - (->** / -/- -/(-/ -( ,( >/( (-/* - (,/K
50
(,-(* (,/ - ,*?. C( /-,* , /(-- *:/- * ,*?- ,( /*-* - 25K - /(- */( - -J - ,*?- ,( /*-* - 10. T* /-,*(- - *-/9( (- - 1 - -(-/* - 2006K *( ,( 10 - /-,( - * // - * - 2000.
VI.3. COMPETIDORES
51
VI.4. PRODUCCIÓN Y CAPACIDAD DE EPANSIÓN
E 1 - --:/- - 2000K ',( M**/ C*( /* *)-(- , ?@(,* *( - >/,* -/-/ ',( B,(- G/*, / , -(/ <(>-=D*(> #S-$K -( +,- - -(-(* ** ,( >-* :* - /-(-(* - *@ ** >/,* -/-/ - ,**( (--(-(-. '* */ *K ',( - ,( *@ @-/ (,:- - (,/ ,**?@ - C*/-K *(- -(/ * -(( - * -*. A-9K ?-( - *- - - / ,-(( ( -/ -( E,/*K N*/-Q/ - /-* - ,(*K >/ ,( *:(( (,-/:- - /-* *-?*. E( - * 2003K *@ -*/ N*/-Q/ #55K1$K O/-(M-* #6K$K E,/* #21K8$K AQ/ L( #7K6$K A P@)* #7K5$ )/ #1K1$. G/ -*K ?-( ,(- - ',( (J/*( -( -- * * 1K58 *(- - ,(-K )/ +,/-/--( ,( 4K7 9 +,- -( - --/* 2001. A-9K
52
-*/*(- /--/*( ,/- */ -( - ( ?-@,*K ,-/(* )/ - 10 :*(- - /-.
D',6'-#'$ %* 7*$,& N* *:(-K -- :,-( --?K ',( -(/9 +,-/ ,( >/( -),-/J* / -*// -(**>@ - , ?-@,* *( - )( - *:/-??/ )-/*J *--( - * -/* 9 */(-. A*K -/- - *(-(- - (-- - -*// , >-( - /K *:/- ** -( * -/* (-/(*(-K +,- Q /*(-(- -* * ?-@,* - :* /-*. E -:--(* - ,( / *-/* *(?-/* -( ,(* - * /(- *:-?* - /-(> - *@K +,- *(-/ +,- ,( ,** /-**(-(* - / /-, /-(:- - -- *(->,/ +,- Q +,-/ ),-/JK +,- ,(/- ?*/ +,- >/(- )- - * -(-.
53
VII.
GESTIÓN DE LA CADENA DE ABASTO GLOBAL VII.1. DISTRIBUCIÓN DE VENTAS
VII.2. LA CALIDAD DE LA FLOTA HYUNDAI C*( * *(,*/- -,/*-* -( -(-K *@ - ):/ ** , *-* -( E,/*K
*9(** - ,(
-(**>@ @-/ -( -)-( : -*(-K @ ** ,( /* -* -( - -*. E -+,* +,- )*/ - -/-(* (-/(*(K -* ?-( -/- - *-(*K (* ,>/ ,( ( -(- ,) *( ,( ?( >*: -( +,*(/,/-* - ),,/* - ',( E/-.
T6')+* ;&6&$,& H"#$%&' L /- >/(@ - ,( */** -,?* - ',( */ - +,- , -/- -(/9 ->,/
- +,- , ?-@,*
,-(( *( -*/ *:-/,/ *(:- - -*/. 5 * - >/(@ ( @- - -/*`` C*(- ** * ---(* - ?-@,*```K -9 - ,( >/(@ - 12 * *(/ -/)*/( */ *//*( - //*-/@.
5 &( %* &',*$'& *$ &66*,*6&K
54
E -(- */9 / C-(/* - A-( -( * - ?-/@ -( //--/K - (-/ +,- - /-** - C*(-*(/* O) ',( 9 -/(*.
5 &( %* C($,6(+ P6*7*$,'7(K S, C*(-*(/* ',( ?-/)/9 - )*/ (, *-(>/,K * ---(* --(- - ?-@,*K -(/- * +,- -(,-(/( - **/K /((K /-(K ,-(( - - - )/-(*. O * /-)-/-K */9 )/,/ - ,( -,-(* -( , (-(-(* -/* (,.
VII.3. HYUNDAI FLEET BUSINESS CENTER E *(-* F-- B,(- C-(-/ * /-* */ ',( M**/ E,/* *( - )( - *)/--/ *,*(- ( -/*(J / * -(- - -/-K *:(* *( */* /*,* -/?* ** ',( R-((>K ',( F((- * S->,/* ',(. T** ** *( (,-/ *:-/,/ T/- 5. P-/*( - F-- B,(- C-(-/ E -/*( - ',( F-- B,(- C-(-/ -9 /-/* / *)/--/- * ()*/( -/(-(- *:/- * /*,* - ',( /* / ,:// , (--- --@). 55
U( - ?-( / , (->**K - *: - -/?* - -(/-> /-*> - ?-@,* / )/ *? - )* -( /(- ,- -* -,/*-. S- , - -(( - , -/- * ? +,- --/JK -( ',( F-- B,(- C-(-/ -(-* ,( > - ?-@,* --J / , (->**.
H"#$%&' F+**, B#'$* C*$,*6K ',( ,-( *( 30 -(/* /-/* -( 18 /*?( - -//*/* -*.
VII.4. HYUNDAI FINANCE L* -/?* - *(,*/@ )((-/ /*)-*( *( ,( ,(* ),-/-. C*(* *( 3 - 9 >/(- )((-/ -,/*- *( ,( *?-( >/(J / )/ *-/*(- - ** * - -(?-/>,/.
56
VIII.
GESTIÓN DE LOS RECURSOS HUMANOS L -/,,/ */>(J*( - ',( - ,( -/,,/ @ ?*/(* * /-*/- */ -( - ,+,-/ >-/-(-. E >-/-(>-(-/ ** /-*(:- @-/ - */>(J(. D-,Q (>,-( /- (?--K * ,- *( (-* */ /- >-/-(- o A(/( o V-( o S-/?* E-( * ,:>-/-(K - /-)*(- - -. P,-* ** K /--(K /K (-(-(*K ?>( *@ *( ,-/?* /--(- */ - >-/-(- >-(-/ *( , - , >-/-(- (/?*. ' +,- /-*// +,- / +,- ,( -, *,(( -(/* (* (?--K */>(J( -:-/9 - -/ 9 (-K 9 (K - -/ +,- -(/ -(* -*(- -(> -/9 -*/. S :-( -/,,/ - ',( (* - -/)--(- (-K */@ - >-(- --(- - /- :-JK @ +,- *,(( /-(--(-:-/@ - -/ -,.
57
VIII.1. ORGANIGRAMA
L -/,,/ :9 - )*/ - /- -/-(* ** * -(*(9:* *( (-/*/. A,-(- /:( 65 -/*( -( *(-*(/ -(*(/9(*- */@ -( -/?* * */* * >/(- (* - /-/-( -( (/( ?-(. A *((,( /-* ,( :/-?-( - ?- --(- +,- --- ,(* - * ,-* - */ /--?(.
VIII.1.1. G*6*$,* G*$*6&+ E >-/-(- >-(-/ - - /-*(:- - -/-K /-/--((- -> - K /-/--((- - *(-*(/ -( ,( - *(-*K -)- ,-/*/ * >-/-(- - (/(K -/?*K ?-(. D-(/* -
?-
-
>-/-(-
-
(,-(
(->**(- *( (K ,-/?( /- - 9/- - ?-(K - -/-(* - (/( *(: @ ** - -/-(* - -/?*. E 58
/-*(:- - *-/( ** /-,-?- /*:- */- +,- - /--((.
VIII.1.2. Á6*& %* A%'$',6&'$9C($,&-'+'%&% E >-/-(- - -/-(* --(- - >-/-( >-(-/ - -(/> - ,-/?/ ** * - (/?* @ ** - * *(:-. D-:- -(-/ ()*/( )((-/ -*K -:- -/ >* (K >* /*?--*/-K ,* - ((K >* - ,-*K /-?/ ),/( */- - -(/- */*. S, -+,* -9
*()*/*
*/
- *(*/-
+,-
-(-(
/-*(:- ). D- Q- -/-(* :Q( --(-( ,-* -,(/* ** - - -(-/*K /K (-(-(K --/* ?>(- -(/- */*.
VIII.1.3. Á6*& %* V*$,& D--(- - G-/-( >-(-/ , /-*(: - ?-(-/ ,(* *( , -+,* - /:* * ,* */* -( - -(,- - */ -* )((-(* * - *(*. A-9 - 9/- - /-*(:- - ?-(-/ ->,/* -*/* * ,* (,-?*. C,-( *( ,( -+,* - /:* - -*/- ?-(K ,( -/*( - )((-(*K -/*( /-/( -(/-> - ,* (,-?* @ ** --/-(> ,( (/?* - ?-(.
VIII.1.4. Á6*& %* S*67''( " R*&'($* D-(/* - 9/- - S-/?* -(-* ,( >-/-(- +,,-/? -/*(-(- (* (/( -( *)( - -/K ** -9( -Q #/-/( - ,*$ -9 />* - *-/( >*: - -/. T-(- :* , /-(- ,( -+,* - * -*/- -/?*K ,:>-/-(- - /-)*(-K -)- - -9(*K - Q(*K - ,(-K ,( -*/ - (-/*K ,/* (/?* - -/?* /- ?*-. E9 -(/>* - ,/ *( * *:-?* (-* / - 5
-*/ /* -(- +,- - -/?* - /--(( - *(-*(/ (- * -(-. ',( --J *( ,( * - --- --* ,-(- ,-( *( 9 - --( --. E /--(* - (,:- * *>/* (-*/:-. E ,( (->** *?-(K (*K /-(:- *:/- ** */*-* *( - -(- *( *-. E( ?@-/ - , Q* (?-//* ,( - -)(- ** - @-/ -( -(( )( -(-K *(): /*,*K @ ** - /-* - -/?* /J*(:-.
60
BIBLIOGRAFÍA
',( M**/ G/*, '*->-K WWW.,(.* */-( A,**?- I(,/ ( T/(*(K E*(* R--/ I(,-K %, 17 WWW.:,(-W--.*200000X02:3663255./F/- T- R*- *) A*,((> I()*/*( ( S* M/- L:-/J*( E?-(- F/* */-K S,(>,(W( U(?-/ S** *) B,(-K */-K D- 2000 C( A,* _ A,* S- V*,- G/-W 71 DEUTSC'E SECURITIES ASIA LTD. M/ 21K 2003 ).>->/*,.*>-PDF /-N,Y728444ZUIYW-:Z-Y104844544Z>-Y47E3BC4A 7F7217A43BB01602268A36 C( A,**:- _ '- ( D, _ 2002 R-?-W ( 2003 O,** MORGAN STANLE< M/ 5K 2003 ).>->/*,.*>-PDF /-N,Y7255350ZUIYW-:Z-Y104844561Z>-YE4F8C6B EE487C81051A0C37CC6F8 S(> S(* _ C( A,* S-*/ DEUTSC'E SECURITIES ASIA LTD. F-: 28K 2003 ).>->/*,.*>-PDF /-N,Y7247604ZUIYW-:Z-Y104844574Z>-Y8FC35E5C 4A321B3D47BE68E31E8E501 C( A,* S-*/ _ T-*( ( D(>-/ CREDIT SUISSE FIRST BOSTON CORPORATION %( 23K 2003 ).>->/*,.*>-PDF /-N,Y7178456ZUIYW-:Z-Y104844588Z>-YEC8D6C3F C03BC3A3CED07BAF785178 '->/*,.*>-PDF /-N,Y7280082ZUIYW-:Z-Y104844837Z>-Y331C30F06 DA2C27717134086D00BD1 '->/*,.*>-PDF /-N,Y7227468ZUIYW-:Z-Y10484471Z>-Y42AA416 01F6C6C2EC4073D06D8E '->/*,.*>-PDF /-N,Y7225767ZUIYW-:Z-Y104844785Z>-Y6EAA60A3 B4DEB4D3AE3886B72A4D0A4 I(?--K S-/( V/, B,(- L://K WWW.(,.-,://:*::-:*,(?-X. ABIINFORMK S-/( V/, B,(- L://K /*+,-.,.*+W-:R"TY407ZTSY1048441
61
