1 SEGUNDA ENTREGA PROYECTO GRUPAL APLICADO A UNA EMPRESA REAL DIAGNOSTICO EMPRESARIAL
Presentado al Profesor: Jhon Martínez
Integrantes del Grupo:
Alexandra Valencia Díaz
Cod: 1511022017
César Augusto Vargas
Cod: 1211660012
Nini Johanna Corredor
Cod: 1121020070
Yorlenys Esmith Contreras
Cod: 1321960065
INSTITUCIÓN UNIVERSITARIA POLITÉCNICO GRANCOLOMBIANO Diciembre de 2017
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Introducción
A lo largo del proyecto, se ha evaluado y observado la empresa VECOL junto a sus demás competidores del medio, el objeto de la investigación del presente proyecto formativo con el fin de conocer sus características y poder determinar cuál es su estado desde su parte interna hasta los factores externos. Una vez establecidos estos factores a través de matrices de diagnóstico alimentadas con la información recolectada se puede analizar y determinar que caminos o estrategias se deben tomar según el resultado del estado que se presenta la empresa. Con éste trabajo nos permitiremos visualizar desde una perspectiva más cercana como las empresas se manejan en sus respectivos entornos económicos, su gestión, su posicionamiento y como sus objetivos trazados van de la mano con una serie de políticas empresariales que nos permiten como Administradores lograr alcanzarlos. Es importante que con un ejemplo ejemplo real, observemos el desarrollo interno y externo de las empresas esto nos permitirá permitirá
analizar el estado real real y
futuro de la la compañía y nos
direccionara a afrontar de una manera eficaz los retos y desafíos que como Administradores de Empresas tendremos en nuestros trabajos. El principal objetivo es afianzar y aplicar todos los conceptos aprendidos, esto nos permitirá permitirá ejercer nuestra profesión de una manera eficiente y con calidad y nos prepara para mejorar
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Tabla de contenido Introducción………………………………………………………………………………… Introducción………………………………………………………………………………… 2 Objetivos……………………………………………………………………………………. Objetivos……………………………………………………………………………………. 7 Objetivo General……. General…….…………………………………………………………... ………………………………………………………….........7 ......7 Objetivos Específicos …………………………………………………………..…...7 1. Misión…………………………………………………………………………………….8 Misión…………………………………………………………………………………….8 1.1. Propuesta……………………….………………………………………………8 2.Visión……………………... 2.Visión……………………...... ...…………………………………………………….…... …………………………………………………….….......8 ....8 2.1. Propuesta…………………………...…………………………………………..8 3. Objetivos…………………… Objetivos………………………..…………………………… …..……………………………………………………... ………………………......9 ...9 3.1. Propuesta de Objetivos..…………………………….…………...…………… Objetivos..…………………………….…………...…………….9 .9 4. Factores Críticos de éxito y estrategias………………………………………………..... estrategias……………………………………………….....9 9 4.1. Factores críticos de éxito de la empresa………………………………………. empresa……………………………………….9 9 5. Presentación P resentación del Proyecto…………………………… Proyecto………………………………………………………… ……………………………… …....10 5.1. Proyección de ingresos y costos del Proyecto………………………………...11 Proyecto………………………………...11
5.2. Viabilidad del proyecto y evaluación financiera…………………………... financiera………………………….......11 ....11
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4 7. Objetivos Empresariales....……………… Empresariales....…………………………………………… ………………………………………….… …………….…..13 ..13 7.1. Objetivos Financieros…………………… Financiero s………………………………………………… …………………………………… ………13 13 7.1.1. Metas………………… Metas……………………………………………… …………………………………………………… ………………………..13 ..13 7.2. Objetivos del Cliente………………………………………………………… Cliente………………………………………………………….13 .13 7.2.1. Metas……………………………………………………………………… ..14 7.3. Objetivos de Procesos Internos………………… Internos…………………………………………… …………………………… ….14 7.3.1. Metas………………… Metas……………………………………………… …………………………………………………… ………………………..14 ..14 7.4. Objetivos del crecimiento Interno y Aprendizaje…………………………….14 Aprendizaje…………………………….14 7.4.1. Metas………………… Metas……………………………………………… …………………………………………………… ……………………….15 .15 8. Indicadores Indicadores de Gestión………………………… Gestión……………………………………………………… ……………………………………… …………15 15 8.1. Financieros………………………… Financieros……………………………………………………… ………………………………………… ……………15 15 8.2. Clientes……………………… Clientes………………………………………………… ……………………………………………… …………………….15 .15 8.3. Procesos Internos………………… Internos…………………………………………… ………………………………………… ………………..16 ..16 8.4. Aprendizaje y Crecimiento………………………………………………… Crecimiento…………………………………………………...16 ...16 9. Hoja de de Indicadores…………………… Indicadores……………………………………………… ……………………………………………… …………………….17 .17 10. Plan de acción cuadro de d e mando…………………………………………………… mando……………………………………………………...18 ...18 11. Correcciones parte 1 y 2………………………………
....19
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5 11.2. Matriz de Evaluación de Factores Internos (MEFI)……….…………….….. (MEFI)……….…………….…..20 20 11.3. Matriz del Perfil Competitivo (MPC)……….…………… (MPC)……….………………………………. ………………….21 21 11.4. Matriz DOFA...……………….………………………………….……..……22 DOFA...……………….………………………………….……..……22 11.5. Matriz SPACE...………….…………………………………..……… SPACE...………….…………………………………..……….. ..…….24 …….24 11.6. Matriz Cuantitativa de Planeación Estratégica…………… Estratégica…………….. ...………………. .……………….25 25 11.7. Identificación y fundamentación de la Estrategia Seleccionada......…………27 Seleccionada......…………27 11.8. Estrategias de mercado...……………………………………………….. mercado...……………………………………………….. ........28 11.9. Estrategias de producto……………………………… producto…………………………………………………… ……………………....29 ....29 Conclusión…………………………………………………………………………… Conclusión…………………………………………………………………………… .…...30 …...30 Recomendaciones………………………………………………………………………... Recomendaciones……………………………………………………………………….....30 ..30 Lista de Referencia………………………………………………………………………... Referencia………………………………………………………………………...31 31
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6
Tabla de Ilustraciones Tabla 1: Indicadores Financieros VECOL S.A…………………………….……………..11 S.A…………………………….……………..11 Tabla 2: Tabla de Viabilidad VECOL S.A………………………... S.A………………………...….................. …..............................11 ............11 Tabla 3 : Mapa Estratégico VECOL S.A……………………………… S.A………………………………………… ………….. ..… ….….12 ….12 Tabla 4: Indicadores……………………… Indicadores………………………………………………… ……………………………………………… ……………………12 12 Tabla 5: Matriz de Evaluación de Factores Externos (MEFE)….…………………… (MEFE)….…………………….. ..… …19 Tabla 6: Matriz de Evaluación de Factores Internos (MEFI)…….……………………… (MEFI)…….……………………….20 .20 Tabla 7: Matriz del Perfil Competitivo (MPC)……………………………………...… (MPC)……………………………………...….....21 .....21 Tabla 8: Matriz DOFA…………………………...……………………….……..… DOFA…………………………...……………………….……..….. ..… ….....22 Tabla 9: Matriz SPACE...……………………..………………………...………… SPACE...……………………..………………………...………….. ..… ….....24 Tabla 10: Matriz Cuantitativa de Planeación Estratégica...……………………… Estratégica...……………………….............25 .............25
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7
Objetivos
Objetivo General Determinar atreves de matrices de diagnóstico que estrategias y/o que alternativas tácticas se pueden tomar para mejorar aspectos que lo requieran y acentuar e implementar aquellos aspectos en los que son más fuertes. En toda empresa hoy en día es de vital la importancia de colocar en práctica las estrategias las cuales van a facilitar y a influir en un mejor desarrollo y funcionamiento, ya que le permiten a la gerencia medir cual es el grado en que se desenvuelve su empresa. El direccionamiento estratégico que se pretende realizar en este informe es analizar la situación actual e interpretara el entorno en que se desenvuelven las empresas de confecciones, determinar las oportunidades, debilidades, fortalezas y amenazas y de esta manera determinar sus necesidades.
Objetivos Específicos
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1. Misión Somos una empresa que investiga, desarrolla, fabrica y comercializa productos para promover la salud, la productividad del sector agropecuario y el bienestar del ser humano.
1.1. Propuesta: “Ser una empresa que desarrolla y fabrica productos para la productividad del sector agropecuario, la cual investiga y promueve la salud del sector liderado por un equipo de personas capacitadas contribuyendo al progreso de sus clientes y del país.”
2. Visión En el 2018 nos consolidaremos como una empresa innovadora, competitiva y rentable, con desarrollo del talento humano, con capacidad de liderar mercados latinoamericanos de productos biotecnológicos, farmacéuticos y químicos de uso agrícola para contribuir con la sostenibilidad del sector agropecuario y el mejoramiento de la salud salud pública y del medio ambiente.
2.1. Propuesta:
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3. Objetivos VECOL S.A. tiene como objeto promover y estimular el incremento de la producción agropecuaria y sus insumos, así como el mejoramiento de la salud humana y animal, mediante la producción, venta, comercialización, importación, exportación e investigación científica de productos biotecnológicos, químicos, farmacéuticos, agrícolas e industriales.
3.1. Propuesta de objetivos Crecimiento continuo con productos nuevos que mejoraran la salud humana y ambiental. Posicionar a la compañía como empresa líder por su servicio confiable, personalizado e integral. Atención esmerada y equitativa a todos los clientes. Fidelización de clientes. Velar por la mejora continua de los procesos. p rocesos. La satisfacción plena del cliente. Aumentar las ventas, desarrollarse cada día más para lograr rentabilidad y un bajo
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10 Buen ambiente laboral y Cultura organizacional. Enfoque en el servicio al cliente. Alto nivel de satisfacción del cliente. Buen nivel de liquidez. para satisfacer las necesidades y expectativas del sector agropecuario. para satisfacer las necesidades y expectativas del sector agropecuario. productos, con un talento humano comprometido y capacitado. Capacitación continua al empleado Buena rentabilidad y apalancamiento financiero. Innovación y calidad de los productos. Responsabilidad social-medioambiental. Enfoque a la buena calidad del servicio, marcando la diferencia con los competidores. Buen nivel de crecimiento en ventas, muestran la aceptación de los clientes.
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11 Para ello debe disminuir sus gastos y centrarse en la fuerza de ventas que deberá utilizar para ello como al igual que los gastos de operación.
5.1. Proyección de Ingresos y Costos del Proyecto Tabla 1. Indicadores Financieros INDICADORES FINANCIEROS VECOL S.A. FLUJO NETO DE EFECTIVO
Año de operación
Ingresos totales
Inversiones para el proyecto Cap de Egresos Fija Diferida trab. totales
Valor de Rescate Recup. Valor De cap. De Residual Trab.
Flujo Neto de Efectivo
0
0,00
1
1.285.439
1.023.692 721.521
200.000
2
1.374.626
1.153.550
221.076
3
1.492.982
1.241.012
251.970
4
1.586.852
1.327.206
259.645
5
1.691.984
1.425.429
5.2. Viabilidad del proyecto y evaluación financiera
37.996
- 697.770
200.000
37.996
504.551
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12 4
1.327.206
1.586.852
0,683
906.500
1.083.841
177.341
5
1.425.429
1.929.980
0,621
885.079
1.198.366
313.287
Total
5.704.978
7.669.880
5.480.234
5.708.542
228.308
INDICADORES VAN= TIR = B/C =
228.308 Se acepta 23,58% Se acepta 1,04 Se acepta
6. CUADRO DE MANDO MANDO INTEGRAL INTEGRAL
Tabla 3. MAPA ESTRATÉGICO CRECIMIENTO EMPRESARIAL
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13
7.1. Objetivos financieros
Aumentar valor para el accionista por medio de la maximización de las utilidades adoptando una mejor
estrategia de costos y manteniendo en forma positiva el apalancamiento
financiero. Mejorar la la eficiencia en la productividad
penetrando nuevos mercados mercados a través de la
captación de nuevos clientes y manteniendo mantenien do la fidelidad de los clientes antiguos. Incrementar ventas con las innovaciones que se están realizando con nuevos productos agropecuarios.
7.1.1. Metas
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7.2.1. Metas Continuar fidelizando a nuestros clientes, trayendo nuevos, aumentando la cartera de la compañía por medio de la innovación y servicio de los productos que tenemos para los campesinos colombianos.
7.3. Objetivos de procesos internos La innovación en los servicios es un referente referente de diferenciación con la competencia. Análisis y ajustes ajustes de propuestas de promocionales, negociaciones especiales y promociones de diferentes productos. La excelencia en la atención al cliente es una estrategia importante para la captura captura de nuevos clientes.
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7.4.1. Metas Tener un equipo de trabajo 100% motivado y satisfecho para que cumplan con los objetivos y metas propuestas por la empresa en un corto y largo plazo.
8. Indicadores de Gestión 8.1. Financieros: EBITDA positivo Rendimiento sobre los activos Mayor rentabilidad Penetración nuevos mercados Sostenibilidad en el mercado
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8.3. Procesos Internos Desarrollo de nuevos servicios Innovación en la prestación del servicio a ganaderos Investigación de nuevos mercados Gestión eficiente en el servicio Excelencia en la atención al cliente
8.4. Aprendizaje y Crecimiento Formación y desarrollo del recurso humano haciendo carrera Potenciar la especialización del colaborador innovando
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17
Tabla 4. Indicadores
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18
10. Plan de acción de Cuadro de Mando Se debe tener la plena implicación de la alta dirección, verdadera promotora del proyecto y participante en todas las fases de la implantación. Sin una buena participación participación de la gerencia gerencia en la implantación de la estrategia propuesta el proyecto será un fracaso. Todo el equipo directivo y de colaboradores deben tener plena disposición y compromiso para que la estrategia tenga el impacto positivo sobre la organización que se espera, los directivos aportando los recursos necesarios y el persona respondiendo a las expectativas de
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19
11. CORRECCIONES PARTE 1 Y 2 11.1 Matriz De Evaluacion De Factores Externos
Tabla 5. Matriz MEFE MATRIZ DE FACTORES EXTERNOS MEFE
OPORTUNIDADES
PONDERACIÓN CALIFICACIÓN VALOR
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20 (2.5)
con relación a las oportunidades y amenazas del entorno, es una empresa que
aún puede aprovechar todas las oportunidades que le brinda el entorno y aumentar su fuerza de ventas para penetrar en el mercado global teniendo en cuenta que los tratados de libre comercio son una gran oportunidad para llevar sus productos a otros países, además de las tasas preferenciales emitidas por el gobierno para fomentar la labor agropecuaria en todo el país.
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21 La ponderación del resultado de la matriz matriz MEFI da un total de 3.168 lo cual cual quiere decir la empresa tiene más fortalezas que debilidades. Pero aun así, la gerencia debe formular nuevas estrategias de mercado, estrategias que den valor al cliente por medio de la diferenciación de los productos. Es una organización que tiene todas las fortalezas para llegar a posicionarse en el mercado como una de las mejores en el sector agrícola.
11.3 Matriz De Perfil Competitivo Tabla 7. Matriz Perfil Competitivo
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22 La matriz del perfil competitivo MPC se construye basada en los factores críticos de éxito que arroja el micro-entorno de las 3 empresas más competitivas en este mercado según el ranking del año 2016: VECOL S.A se pone al frente como la compañía más próspera en este
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23 Buena oferta interna especializada en insumos Tasas preferenciales preferenciales para exportar vacunas Entorno económico favorable favorable en el corto plazo.
ESTRATEGIAS FO Aprovechar el buen uso de la tecnología para prestar
Ambiente de alta competencia
un buen servicio al cliente
ESTRATEGIAS DO Capital Humano más comprometido comprometido
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24
POSICIÓN ESTRATÉGICA INTERNA
PESO
CALIF
VALOR POSICIÓN ESTRATÉGICA EXTERNA
FUERZA FINANCIERA FF
PESO
CALIF.
VALOR
ESTABILIDAD DEL AMBIENTE EA
Capital de trabajo
0.13
4
0.52
Favorabilidad Favorabilidad en la creación de empresa
0.17
-1
-0.17
ROA
0.13
3
0.39
Economía estable
0.12
-3
-0.36
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25
La empresa tiene mayor ventaja competitiva y solidez financiera, se encuentra en un sector
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26 Incentivos políticos para los inversores.
0.038
3
0.114
3
0.114
2
0.076
Tratados de libre comercio con E.U y Asia,
0.065
3
0.195
3
0.195
3
0.195
SUBTOTAL AMENAZAS
78.5%
2.795
2.847
3.12
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