UNIVERSIDAD UNIVERSIDA D POLITÉCNICA POL ITÉCNICA ESTATAL ESTATAL DEL CARCHI
FACULTAD DE COMERCIO INTERNACIONAL, INTEGRACIÓN, ADMINISTRACIÓN Y ECONOMÍA
ESCUELA DE ADMINISTRACIÓN DE EMPRESAS Y MARKETING
MÓDULO DE OPTATIV OPTATIVA A GERENCIA ESTRATÉGICA
TEMA: ESTRATEGIAS ESTRATEGIAS DE MOVISTAR MOV ISTAR INTEGRANTES: CEBALLOS CRISTIAN CRIOLLO DANIELA ENRIQUEZ WILSON GUERRERO YARISAMAR PISTALA YULI VILLARREAL IDALIA
DOCENTE: MSC. MARCELO PRADO SEPTIEMBRE 2015 - FEBRERO 2016
1. Obje!"#
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V!%!)* P&'& !* 201: "$#,&'n" ( &*#" *8)!'!" !n !* !'(&) )! #!*!(,n$(&($n!" & #'&4" )! n,!"#' /'),(# "!'$($ (&*$)&) ! $nn&($n. T!n$!n) ( !#& *& "&#$"&(($n )! n,!"#'" (*$!n#!". S$!/'! %,$&)" /' ,n& &(#$#,) 4#$(& ;n!"#&. N,!"#' /!'"n&* !" (&*$$(&) ;& "$) $n(,*(&) (n *& )$'!(#'$ )! /'!"#&' "!'$($" )! &*#& (&*$)&).
L& e+'e%& M$"#&' !" *& &'(& (!'($&* (n *& +,! /!'& *& ,*#$n&($n&* !"/&<*& )! #!*!(,n$(&($n!" &(($n!" !n E"/&<& ! =$"/&n&4'$(&. En *& &(#,&*$)&) '!(! "!'$($" )! T!*!$"$n S&#!*$#&* In#!'n!# ADSL T!*!n8& F$>& T!*!n8& M$*.
ESTRATEGIA DE MARKETING Desarrollo de una ventaja competitiva sostenible
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&%e% /e 0#+ee*0!&
L& /'$n($/&* 7&"! /&'& (/!#$' "! !n(,!n#'& !n *& &*#& )$!'"$$(&($n /' %!%'&8&" n!%($" (n /'!"!n($& )$'!(#& !n 3" )! 2? /&8"!" )! E,'/& @'$(& L&#$n&4'$(&. M$"#&' #$!n! $/'#&n#!" /&'#$($/&($n!" !n #'&" /!'&)'&" 10 !n T!*!( I#&*$& 22 !n C;$n& N!#( !n =n% n% PCCW 10 !n P'#,%&* T!*!( !#(. E* 2
G',/ (,/& *& (,&'#& /"$($n ,n)$&* )!* "!(#' )! *&" #!*!(,n$(&($n!" /' (&/$#&*$&($n 7,'"3#$* *& "!%,n)& !,'/!&. En !* &< 200 ,! *& /!'&)'& +,! 3" 7!n!$($" #, )!* ,n) (n .0:6 $**n!" )! !,'" .
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M$"#&' (/$#! (n )$!'"&" /!'&)'&" )!/!n)$!n) )!* #$/ )! n!%($ /&8" !n (n('!#. En E"/&<& ", /'$n($/&* !'(&) *" /'$n($/&*!" (/!#$)'!" "n ONO H!* /!'&)' )! (&7*! (n 3" !#!n"$n %!%'3$(& J&#!* H/!'&)' $> V)&n! H!* &' /!'&)' $* )!* ,n) O'&n%! E"/&<& H/!'&)' $n#!%'&) $> $* )! F'&n(! T!*!( Y$% H/!'&)' $* )! #!'(!'& %!n!'&($n. En L&#$n&4'$(& !* /'$n($/&* (/!#$)' !" A4'$(& M$* +,! /"!! $*$&*!" !n (&"$ #)" *" !'(&)" )n)! /!'& M$"#&' !" !"/!($&*!n#! ,!'#! !n M4$(. En E,'/& !n !* !'(&) $* (/$#! /'$n($/&*!n#! (n V)&n!. En !* !'(&) $> "n O'&n%! BT D!,#"(;! T!*!( &n#$%," !n/*$" )! F'&n($& U A*!&n$& "," /'$n($/&*!" (/!#$)'!". En !* &< 200 T!*!n$(& "! (n$'#$ !n *& #!'(!'& /!'&)'& )!* ,n) /' (&/$#&*$&($n 7,'"3#$* H#'&" C;$n& M7$*! ATKT *& /'$!'& )! E,'/& (n ,n& (&/$#&*$&($n )! ?.6?? $**n!" )! !,'" '!n#! & *" 0.: $**n!" )! !,'" )! V)&n!.
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F#'+&% /e 0#+e!'
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E%'&e6!&% '#&0!"&% M$"#&' "$!/'! ;& )!"#'&) ,n& &(#$#,) /'&(#$& $n*,!n) !n *" &(n#!($$!n#" & !)$)& +,! "! )!"&''**&n. P' !>!/* & /!"&' )! ", *$)!'&% $n)$"(,#$7*! !n !* !'(&) !"/&<* )! $n(!'#$),7'!" '!%,*&#'$&" M$"#&' n !"#3 ),)&n) !n $' /' )!*&n#! )! "," (/!#$)'!" '!&*$&' ,!'#!" $n!'"$n!" /&'& !* )!"/*$!%,! )! '!)!" )! n,!& %!n!'&($n )! $7'& ;&"#& !* ;%&'. E"# )!,!"#'& ,n& $"$n & *&'% /*& /,!" *& $n!'"$n !n !"#&" '!)!" &!(#& n!%&#$&!n#! & *& (,!n#& )! '!",*#&)" & ('# /*& /!' *! /!'$#!n & T!*!n$(& /'!/&'&'"! /&'& *& '!(!' "!'$($" ,*#$!)$& &&n&)" $/"$7*!" )! "!' '!($)" "7'! *&" '!)!" )! (7'! #'&)$($n&*!".
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Estrategia de desarrollo, crecimiento y competitiva •
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