Funeraria mascota

1

FUNERARIA DESCANSO AMIGABLE


NINI MARCELA POLO CEDEÑO CEDEÑO LUCIO VASQUEZ BORDA DAVID FERNANDO VILLANUEVA NARANJO

CORPORACIÓN UNIFICADA NACIONAL DE EDUCACIÓN SUPERIOR CUN FACULTAD FACULTAD DE ADMINISTRACI ADMINI STRACION ON PROGRAMA DE ADMINISTRACION DE EMPRESAS NEIVA NEIVA


2

Tabla T abla de contenido contenido CORPORACIÓN CORPORACIÓN UNIFICADA NACIONAL DE EDUCACIÓN SUPERIOR SUPERIOR CUN............. ....... ......... ..... .....1 .1

INTRODUCC INTRODUCCIÓN..... IÓN.................... ............................. ............................. .............................. ............................. ............................. ....................................................... ........................................ 4 PLANTEAMIE PLANTEAMIENTO NTO DEL PROBLEMA........ PROBLEMA....................... .............................. ............................. ............................. .............................................. ................................6 .6 JUSTIFICAC JUSTIFICACIÓN..... IÓN.................... ............................. ............................. ............................. ............................. .............................. ............................. ............................. ............................7 .............7 OBJETIVOS OBJETIVOS.............. ............................. .............................. ............................. ............................. .............................. ............................. ...................................................... ........................................ 9 OBJETIVO OBJETIVO GENERAL..... GENERAL................... ............................. ............................. ............................. .............................. ............................. ............................................... ................................. 9 OBJETIVOS OBJETIVOS ESPECFICOS ESPECFICOS............... .............................. ............................. ............................. .............................. ............................. ........................................... ............................. 9 MARCO CONCEPTUA CONCEPTUAL......... L........................ ............................. ............................. ............................. ............................. .............................. ...................................... ....................... 1! MARCO METODOLÓ METODOLÓGICO. GICO................ ............................. ............................. ............................. ............................. ....................................................... ........................................ 12 MARCO TEORICO..... TEORICO................... ............................. .............................. ............................. ............................. .............................. ............................. .................................... ...................... 1" RESUMEN RESUMEN EJECUTIV EJECUTIVO............ O.......................... ............................. .............................. ............................. ............................. ................................................ ...................................1# ..1# 2. MERCADO..... MERCADO................... ............................. .............................. ............................. ............................. .............................. ............................. ............................. ............................. ..............17 17 2.1. 2.1.

INVEST INVESTIGA IGACIÓ CIÓN N DE MERCADOS MERCADOS.... ........ ......... .......... .......... .......... .......... ......... ......... .......... .......... .......... .......... ............ ................ ................. ..........17 ..17

2.1.1.

A$%&'('( A$%&'('( )*& (*+,-. (*+,-............... ............................. ............................. ............................. .............................. ............................. ............................................. ...............................17 17

2.1.2.

A$%&'('( A$%&'('( )* /*+0)-....... /*+0)-...................... ............................. ............................. .............................. ............................. ............................. ....................................2! .....................2!

2.2.

ESTRATEGIAS DE MERCADO...............................................................................................47

2.2.1.

C-$+*,C-$+*,- )*& (*'+'-.. (*'+'-................. ............................. ............................. .............................. ............................. ............................. .............................. ........................47 .........47

2.2.2.

E(,0,*3' E(,0,*3'0( 0( )* *+'-........ *+'-...................... ............................. .............................. ............................. ............................. ................................................. ..................................4 4

2.2.".

E(,0,*3' E(,0,*3'0( 0( )* -/-+'5$ -/-+'5$............ ........................... .............................. ............................. ............................. .............................. ..................................... ......................49 49

2.2.4.

E(,0,*3' E(,0,*3'0( 0( )* +-/$'+0+' +-/$'+0+'5$..... 5$.................... .............................. ............................. ............................. .............................. .......................................#! ........................#!

2.2.#.

E(,0,*3'0( )* (*'+'-.................................................................................................................#2

2.2.6.

P*(*( P*(*(,,- )* &0 /*+&0 /*+&0 )* /*+0)-....... /*+0)-...................... ............................. ............................. .............................. ...................................... ....................... #2


"

". AN8LISIS TECNICO OPERATIVO................... OPERATIVO............................. .................... .................... .................... .................... ..................... ................ .......... .......... .........## ## ".1.

OPERACIÓN. OPERACIÓN................ ............................. ............................. .............................. ............................. ............................. ................................................... .................................... ##

".1.1.

F'+0 ,:+$'+0 ,:+$'+0 )*& (*'+'-. (*'+'-............... ............................. .............................. ............................. ............................. ............................. ..................................## ....................##

".1.2.

E(,0)E(,0)- )* )*(0-&& )*(0-&&-- )*& -;*+,-.. -;*+,-................. .............................. ............................. ............................. ................................................. .................................. #6

".1.".

D*(+'+'5 D*(+'+'5$$ )*& -+*(-...... -+*(-..................... ............................. ............................. .............................. ............................. ............................. ............................... ................ #6

".1.4.

N*+*(')0)*( ; *<*'/'*$,-(........... *<*'/'*$,-(..................... .................... ..................... ..................... .................... .................... .................... ..................... ................ ........ ...# #

".2.

COSTOS DEL SERVICIO..........................................................................................................#9

4.

ORGANIZACI ORGANIZACIÓN...... ÓN.................... ............................. .............................. ............................. ............................. .............................. ............................. ........................ .......... 62

4.2.

ORGANIGRAM ORGANIGRAMA.......... A........................ ............................. .............................. ............................. ............................. ............................. ................................... ..................... 6#

4.".

PERSONAL ADMINISTRATIVO.............................................................................................66

4.".1. 4.".1.

G**$,*...... G**$,*..................... .............................. ............................. ............................. .............................. ............................. ....................................................... ......................................... 66

4.".2. 4.".2.

A(*(- A(*(- +-/*+'0& +-/*+'0&.............. ............................ ............................. .............................. ............................. ............................. .............................. ............................. ...................66 .....66

4.".". 4.".".

S*'+'-( S*'+'-( G*$*0&*(. G*$*0&*(................ ............................. ............................. .............................. ............................. ............................. .............................. ............................67 .............67

4.4.

ASPECTOS ASPECTOS LEGALES... LEGALES.................. ............................. ............................. .............................. ............................. ............................. .................................. ...................6 6

4.4.1.

T'T'- )* (-+'*)0) (-+'*)0).............. ............................ ............................. .............................. ............................. ............................. ................................................. .................................. 6

4.4.2.

P*/'(-(... P*/'(-(................. ............................. .............................. ............................. ............................. .............................. ............................. ............................. .............................69 ..............69

#.

IMPA IMPACTOS............... CTOS............................. ............................. .............................. ............................. ............................. ....................................................... ........................................ 72

6.

CONCLUSION CONCLUSIONES....... ES...................... ............................. ............................. .............................. ............................. ............................. ...................................... ....................... 7"

7.

REFERENCIA REFERENCIAS S BIBLIOGRAF BIBLIOGRAFICAS.... ICAS................... ............................. ............................. .............................. ........................................74 .........................74


4

INTRODUCCIÓN

B'-&53'+0/*$,* &0 /*,* *( *& ,:/'$- )* &0 ')0 0 +0(0 )* &0 '/-('='&')0) )* +/&' &0( >$+'-$*( =%('+0( )* $ (* '-. S'$ */=03-? 0 ,0:( )* &-( 0@-( &0 +''&'0+'5$ 0 )0)- $ ('3$'>'+0)- /%( 0/&'-? )* 0+*)- 0 (( +**$+'0(. L0( +&,0( '$)3*$0( *'(%$'+0( +-$+*=0$ &0 /*,* +-/- *& '$'+'- )* $ '0* )* 0'-( )0( 0+'0 *& *'$- )* &-( /*,-(? - &,0$,- *$ *& *$,'*- *& )'>$,- *(,0=0 0+-/0@0)- )* )-( ,'-( )* -=*,-(? &-( <* 0=0 (0)- *$ ')0 ; &-( <* )'*0 $*+*(',0 *$ ( +0/'$- 0& '$>0/$)-.

L-( *3'+'-( *$(0=0$ <* &- /%( '/-,0$,* *0 &0 ')0 *,*$0 ; (* 0&+0$0=0 /*)'0$,* +-(,-(-( ',0&*(? <* '$+&0$ -;0( ; 30$)*( ,*(--(. S*3$ &-( 3'*3-(? &- *(*$+'0& $- *0 *& )'$*'$*,')- *$ *& ',0&? ('$- *& ('/=-&'(/- )*& /'(/-. 0 <*? $*30&* *& *$,'*- - '$+'$*0+'5$ 0& +0)%* *0 +-$)*$0 ( 0&/0 0 030 *$ *& /$)- )* &-( '-( ',0& )*& <* -'*$*$ &0( 0+,0&*( +-(,/=*( -++')*$,0&*(. C-$)+,0(? <* 0)*/%( )* 300$,'0 $ *(,0)- )* &*$',) )*(:( )* &0 /*,*? 0;)0$ 0 (-=*&&*0 &0 0(*$+'0 )* &-( (**( <*')-(.

L0 *+*+'5$ )* &0 /*,* *$ &-( 0$'/0&*( *( ('/&*/*$,* $0 0,* )*& +'+&- )* &0 ')0? *( $*+*(0'- <* 0&3$-( /*0$ 00 <* -,-( (-=*'0$ ; 0( /0$,*$* *& *<'&'='- )*$,- )*& *+-('(,*/0. S'$ */=03-? *& 0/*$,- )* /0(+-,0( *$ &0( 30$)*( +')0)*(? +-/- *(*(,0 )*& 03* *+-$5/'+- ; &-( 0+-( 0>*+,'-( )* &-( +')0)0$-( HA,*-,0? G-/*?  O-+-?


#

2!!7.K0$ 3*$*0)- $ *(,*+- $+&- *$,* *& -/=* ; &0 /0(+-,0? +-$(')*%$)-&0 $ /'*/=- /%( )* &0 >0/'&'0? +;0 0(*$+'0 3*$*00 30$ )-&-.

E( 0( +-/- *& -;*+,- )* $*3-+'- *(*$,0 $0 (-&+'5$ '$,*30& 00 (-=*&&*0 *& )*&-. D*()* *& $,- )* '(,0 ('+-&53'+-? &*30& ; (0$',0'-. T*$'*$)- *$ +*$,0 &0( &'/',0+'-$*( )* +-(,-( <* 3*$*0 +*/0 - '$/0 $ +0)%* ; &0( *(,'++'-$*( 0/='*$,0&*( ; (0$',0'0( '3*$,*( *$ &0 +')0) )* B-3-,%.


6

PLANTEAMIENTO DEL PROBLEMA

E& *(*(,- )*(,'$0)- 00 &0 /0$,*$+'5$ )* $0 /0(+-,0 (* 0 *$')- '$+*/*$,0$)- 0 ,0:( )* &-( 0@-( *$ &0( >0/'&'0( +-&-/='0$0(. S',0+'5$ <* (* * *>&*0)0 *$ *& 0/*$,- )* &-( '$3*(-( )* &-( 0=',0$,*( )*& 0(? *& PIB * +%',0 (='5 )* US2."91 *$ *& 2!!2 0 US7.!67 *$ *& 2!11 H.)0,-(=0$+-/$)'0&.-3? 2!11. P-('+'-$0$)- 0& 0( *$ $ $'*& )* '$3*(/*)'- 0&,- (*3$ *& =0$+- /$)'0&.

C0$)- *& '$3*(- *+-$5/'+- )* $0 >0/'&'0 (*0 &0 +-=*,0 )* (( $*+*(')0)*( =%('+0(? (* 3*$*0$ 30(,-( <* 0$,*'-/*$,* $- (* ,*$0$ *(*$,*(. U$ +&0- **/&-? (-$ &0( /0(+-,0( <'*$*( 0@-( 0,%( $- ,*$0$ &0 '/-,0$+'0 <* ,'*$*$ -; *$ )0. A+,0&/*$,* *'(,*$ ,'*$)0( *(*+'0&'0)0( 00 0,*$)* $*+*(')0)*( 0&'/*$,0'0(? *)+0,'0(? *+*0,'0( ; (0$',0'0(.

T-)0( *(,0( $*+*(')0)*( &0( 0 *$')- +='*$)- *& /*+0)- )* >-/0 *(+0&-$0)0? *+*,0$)- &0 /*,* )*& 0$'/0&. L-( )*@-( $- +*$,0$ +-$ $ 0-;- 00 (*0 &0 *)')0? $' +-$ $0 0(*(-0 )*& ,0,0/'*$,- )*& +0)%*. A$<* &0 &*3'(&0+'5$ +-&-/='0$0 +-$,*/&0 $-/0( 00 *& /0$*- '$,*30& )* *(')-( 0$0,-/-0,-&53'+-(? $- (* ,'*$* $0 $-/0 +&00 ; &(>'+'*$,*/*$,* *(,'+,0 00 <* (* ): *& +/&'/'*$,- +-*(-$)'*$,* - 0,* )* &-( )*@-( )* /0(+-,0(? *( )-$)* *& 3-='*$- )*=* 0,'+'0? +*0$)- $-/0( ; +0/0@0( *)0353'+0(? 00 +-$+'*$,'0 0 &0 (-+'*)0) )* *(,0 -=&*/%,'+0? (',0+'5$ <* )0 --,$')0) )* --$* ')*0( )* $*3-+'-( +-/- &- /*$+'-$0 *& *(*$,* ,0=0-.


7

JUSTIFICACIÓN

S*3$ $ 0,+&- )*& *'5)'+- -,0>-&'-? *& =*$ /-/*$,- )* &0 *+-$-/0 +-&-/='0$0 *(,% '$+*$,'0$)- *& +*+'/'*$,- )* &0 -=&0+'5$ +0$'$0 ; >*&'$0 *$ &-( -30*( =-3-,0$-(

E(* *( *& 0$-0/0 )* &0( /0(+-,0( )*& 0( <* *$,*30 A$3:&'+0 G0+0? 3**$,* )* (*3- )* /0(+-,0( )* F0&0=*&&0 P-? +-$ =0(* *$ '$>-/0+'5$ )* &0 (*+*,00 )* (0&) )* B-3-,%? &0 R*'(,0 C-&-/='0$0 )* C'*$+'0( P*+0'0( ; )0,-( )* &0( 0(*30)-0( '$,*$0+'-$0&*(. K0; 0&*)*)- )* ##1 /'& +0$'$-( ; 0-'/0)0/*$,* 144.92 30,-( *$ B-3-,%? &- <* +-*(-$)* 0 <* - +0)0 1! 0=',0$,*( )* &0 +0',0& )*& 0( 0; $ *- ; - +0)0 #! 0=',0$,*( 0; $ 30,- *( )*+' $- )* ,*( -30*( ,'*$* $0 /0(+-,0. A$,* *& 0/*$,- )*& $/*- )* /0(+-,0( *$ &0 (-+'*)0) $0+* &0 $*+*(')0) )* *(,'/0 &-( 30(,-( 0-'/0)-( <* ,*$)0 <* 0(/' $ -'*,0'- 0 &0 -0 )* 0)<'' $0 /0(+-,0 ; *&0 - ( ='*$*(,0 )0$,* ,-)0 ( ')0. E$,* 30(,-( )* 0&'/*$,0+'5$? (*'+'-( /:)'+-(? =*&&*0? *(-$(0='&')0) +''& ; 30(,-( **<'0&*(? 0>'/0 G0+0. S* *(/* <* *& -'*,0'- )* $ *- 30(,00 0& (/0 *(-( ,*/( 12! /'&&-$*( )* *(-( ; *& )* $ 30,- 71 /'&&-$*( )* *(-(? (' (* ,'*$* *$ +*$,0 <* 00 *& '/* +0(- *& 0$'/0& '* *$ -/*)'- *$,* 1! ; 1# 0@-( ; *$ *& (*3$)-? 12 0 1# 0@-(. E$ 0&'/*$,0+'5$ /*$(0& $ -'*,0'- )* $ *- 30(,0 0&*)*)- )* 2#!.!!! *(-(. L0 30$ 0'*)0) )* -)+,-( 0&'/*$,'+'-( 00 /0(+-,0( *$ *& /*+0)- 0+* <* &-( 0/-( )*=0$ 0(/' &0 +-/0 )*& 0&'/*$,- $- +-/- $ 30(,- ('$- +-/- $0 >-/0 )* +')0 0




( /0(+-,0. E$ &0 0+,0&')0) *'(,*$ 0&'/*$,-( +*0)-( 00 00( ; ,0/0@-( *(*+>'+-(. H,,- -&'.$*,? 2!1"

E(,0 ')*0 )* $*3-+'-? 0)*/%( )* (&' $0 $*+*(')0) */-+'-$0&? +=* &-( -=&*/0( )* (0&) =&'+0 <* *)* &&*30 0 +0(0 &0 '$0)*+0)0 /0$'&0+'5$ )* &-( +*-( ('$ ')0 - >0&,0 )* +&,0 +')0)0$0 ;- )*(+-$-+'/'*$,- )* &0( $-/0( * '/0+,-( 0/='*$,0&*(.

L0 ')*0 )* $*3-+'- *,*$)* ='$)0 $ (*'+'- **<'0& +-/&*,- 00 /0(+-,0( *$ &0 +')0) )* B-3-,%. O>*+'*$)- 0('(,*$+'0 ('+-&53'+0 00 (*0 *& )*&- ; 0(*(-0 **<'0&.

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A('(,*$+'0 ('+-&53'+0 00 (*0 *& )*&- 0-;- *$ *& )*&- ; 0;)0 00 30)0 &-( *+*)-( 0 **,')0) /*)'0$,* ,0&&**( ; 0+,'')0)*( *$>-+0)0( 0 /','30 &0 0(*$+'0 )* &0 /0(+-,0.

•

A(*(-0 **<'0& +-/&*,0 0& /-/*$,- )*& )*+*(-. T%/',*( &*30&*(? 0*3&- ; *(*0+'5$ )*& +0)%*? ,0(&0)-( )*$,- )*& */*,- =0$- ; (/'$'(,- )* $0 $0 00 &0( +*$'0(.

U$0 )* &0( *$,00( )* *(,* -;*+,- *( &0 -+0 ->*,0 *$ (*'+'-( **<'0&*( 00 /0(+-,0( *$ &0 +')0) )* B-3-,%? $- *( (>'+'*$,* 00 (&' &0 )*/0$)0 0+,0&.

E$ +-$+&('5$? *(,0 '$'+'0,'0 ='$)0 ,0$<'&')0) 0 &-( )*@-( )* /0(+-,0( ; =*$*>'+'0 0 &-( +')0)0$-( -<* P*'*$* ; )'(/'$;* &-( -=&*/0( )* (0&) =&'+0 <* (-$ +-$(*+*$+'0 )* &0 /*,* 0$'/0&.

9


OBJETIVOS

OBJETIVO GENERAL E&0=-0 $ &0$ )* $*3-+'- 00 *(,0=&*+* *$ B-3-,%? $0 */*(0 )* (*'+'-( **<'0&*( 00 /0(+-,0(? 0 0,' )*& '/* ,'/*(,* )*& 0@- 2!16.

OBJETIVOS ESPECÍFICOS •

I$*(,'30 *& /*+0)-? *0&'0$)- $ *(,)'- )*& (*'+'-? +-$ *& >'$ )* +-/*$)* &0 (',0+'5$ 0+,0& * ')*$,'>'+0 *(,0,*3'0(? --,$')0)*( ; -('='&')0)*( )* *$,0(.

•

R*0&'0 $ *(,)'- ; -(,*'- )'(*@- -30$'0+'-$0& <* */',0 *(,0=&*+* *(,0,*3'0( 0)/'$'(,0,'0( <* 300$,'+*$ $ =*$ >$+'-$0/'*$,- )* &0 */*(0 0( +-/- $0 0)*+0)0 ; (,0 0)/'$'(,0+'5$ )*& *+(- /0$-.

•

C-$ =0(* *$ *& *(,)'- &*30&? *(,0=&*+* &0 -30$'0+'5$ )'+0 <* )*=* ,*$* &0 */*(0 00 <* ( -*0+'5$ (* *$+*$,* )*$,- )*& /0+- &*30& ; 0( /'(/- +-$-+* &0 $-/0,'')0) <* '3* *& (*+,-.

•

E0&0 &-( '/0+,-( (-+'0&*( ; 0/='*$,0&*( <* 3*$*0.


1!

MARCO CONCEPTUAL

E*<'0( S-$ &0( -$0( >$*=*(? ,0/=':$ *)* ,-/0(* +-/- *& 0+,- )* ='$)0  ->*+* (*'+'-( >$*=*( )* 0+*)- 0 &0( +-/-)')0)*( <* (* /**+*$ ,-)0( &0( *(-$0( - *& *+)* (* /0$-? ,0/=':$ (* *)* )*>'$' +-/- &0( +**/-$'0( *&'3'-(0( <* (* ->*+*$ 0 &-( )'>$,-( )**$)'*$)- +&00/*$,* )* &0( +**$+'0( *&'3'-(0( <* *& )'>$,- ->*(- *$ ')0? &0( **<'0( *$ &0( )'>**$,*( +&,0( ;- *&'3'-$*( )'>'**$ $-,0=&*/*$,*.

C*/0+'5$ L0 +*/0+'5$ *( *& 0+,- )* '$+'$*0 $ +*-? ,0/=':$ (* *)* ,-/0 +-/- &0 *)++'5$ )* 0&3- 0 +*$'0(. E& -+*(- )* &0 +*/0+'5$ ,'*$* &30 *$ *& &&0/0)- +*/0,-'-. C-$('(,* )* $- - /%( -$-( ; ,'&&0* 00 *& /0$*- )* &0( +*$'0(. U$ -$- )* +*/0+'5$ *( $ -$- '$)(,'0& +00 )* 0&+0$0 0&,0( ,*/*0,0( H)* 0-'/0)0/*$,* 7! 0 9! C? +-$ /-)'>'+0+'-$*( *(*+'0&*( 00 0(*30 &0 *>'+'*$,* )*('$,*30+'5$ )*& +*-. U$0 )* *(0( /-)'>'+0+'-$*( +-$('(,* *$ )''3' &0( &&0/0( 0& ,-(- )*& +*-? *$ )-$)* *(')* &0 '$+'0& /0(0 +--0&. HS*+*,0'0 )* C&,0 *+*0+'5$ ; )*-,*? 2!1"

E& +*/0,-'- *)* >-/0 0,* )* $0 +0'&&0 - $0 03*$+'0 >$*0'0? - ,0/=':$ *)* (* )* $0 +-$(,++'5$ '$)**$)'*$,* - $ (*'+'- -'(,- - $ +*/*$,*'-. HS*+*,0'0 )* C&,0 *+*0+'5$ ; )*-,*? 2!1"


11

L-( -$-( (0$ $ $/*- )'*(- )* >*$,*( +-/=(,'=&*(? ,0&*( +-/- *& 30( $0,0& *& -0$-. L-( /-)*$-( -$-( +*/0,-'-( '$+&;*$ ('(,*/0( )* +-$,-& <* /-$',-*0$ &0( +-$)'+'-$*( =0- &0( +0&*( &0 +*/0+'5$ ,'*$* &30. H.'$*+.3-=.*+? 2!12

I$/0 L0 )'>**$+'0 *$,* *$,*0 ; )*(*$,*0? '$/0 ; */0? +-$('(,* *$ <* (* *$,'*0 ; )*(*$,'*0 ,-)- &- <* (* *(+-$)* - (0+0 )* &0 ,'*0? 00 <* *(,: ; */0$*+0 -+&,-? ; 0( ,-)- (* *$,'*0 ; *$ ,-)0( 0,*( (* *$,'*0. I$/0+'5$ ; */0+'5$ (-&+-*(-$)* 0 &-( +0)%**( /0$-( ; 0 &0( +**/-$'0( +-$ <* *(,- (* *'>'+0. H.''&*$30.-3? 2!12 E,'/-&53'+0/*$,* &0 0&0=0 '$/0 ('3$'>'+0 *$,*0 =0- *& /( $ +0)%*.

R',0& U$ ',0& *( $0 (*'* )* 0++'-$*(? *0&'0)0( '$+'0&/*$,* - ( 0&- ('/=5&'+-. S-$ 0++'-$*( <* *(,%$ =0(0)0( *$ 0&3$0 +**$+'0? ;0 (*0 - $0 *&'3'5$? - $0 ')*-&-30 -&,'+0? - $ 0+,- )*-,'-? - &0( ,0)'+'-$*(? - &-( *+*)-( - &0 /*/-'0 '(,5'+0 )* $0 +-/$')0)? *,+. H*(.''*)'0.-3? 2!1" E& ,:/'$- ',- -'*$* )*& &0,$ ',(.

A$0/$*('( L0 0$0/$*('( *( &0 *$'5$ )* )0,-( (=*,'-(? *&0,'-( 0 $ 0+'*$,*? <* +-/*$)*$ 0$,*+*)*$,*( >0/'&'0*( ; *(-$0&*(? ('3$-( ; ($,-/0( <* **'/*$,0 *$ ( *$>*/*)0)? **'*$+'0( ;? *$ 0,'+&0? *+*)-(? <* (* (0$ 00 0$0&'0 ( (',0+'5$ +&$'+0. E( $ '(,-'0& /:)'+- <* *)* --+'-$0$-( '$>-/0+'5$ *&*0$,* 00 )'03$-(,'+0 -('=&*( *$>*/*)0)*(.


12

MARCO METODOLÓGICO

L0 *(*$,* '$*(,'30+'5$ (3* 0 0,' )* &0 -+0 ->*,0 )* (*'+'-( **<'0&*( 00 /0(+-,0( *$ B-3-,%. P00 (--,0&0 (* *,0*% '$>-/0+'5$ )* &0( ('3'*$,*( F*$,*(

•

F*$,*( )* '$>-/0+'5$ '/0'0 M*)'0$,* *& /:,-)- *(,0)(,'+- 0&*0,-'- ('/&*? (* )*,*/'$00 &0 /*(,0 **(*$,0,'0 )*& /*+0)-? 00 ')*$,'>'+0 *>**$+'0( ; +-/-,0/'*$,-( )* +&'*$,*( -,*$+'0&*(.

•

F*$,*( )* '$>-/0+'5$ (*+$)0'0( C-/- *>**$,*( (* +-$(&,00$ *(,)'-( ; )0,-( )* >*$,*( +-/- *& D0$* ; *& B0$+- )* &0 *=&'+0? 0)*/%( )* 0,+&-( *&*0$,*( )* *'(,0( ; *'5)'+-(.

•

K*0/'*$,0( *(,0)(,'+0( *& (- )*& *(,0)(,'+- ? 00 /*(,0( 30$)*( ; &0 )*('0+'5$ *(,%$)0.


1"

MARCO TEORICO

T-)0( &0( *(-$0( 0>-$,0$ *& )*&- )* >-/0 )'>**$,*? 00 $-( *( >%+'& 0('/'&0 &0 *)')0? - -,- &0)- *'(,*$ *(-$0( <* &*( ,-/0 /%( ,'*/-? )* *(,0 /0$*0? (* <'** 0;)0 0 /','30 *(,% *)')0? +-$ ,0&&**( ; 0(*(-0( */-+'-$0&*( ; ('+-&53'+0(.

C-$ *& -=*,'- )* +-$,'=' (-+'0&/*$,* (* '$+*$,'0 0 &-( (0'-( 0 +-$(')*0 >$)0+'-$*( <* 0;)0$ 0 &-( 0$'/0&*( ('$ -30. D* *(,0 >-/0 (* *)* )0 --,$')0)? ('$ *& -=*,'- )* */&00 0 &0 /0(+-,0 <* >0&&*+'5? 0 $ 0$'/0& $*+*(',0)- +-/- -+'5$ 00 /','30 &0 0(*$+'0.

M+0( *+*( *'(-)'-( ,0(+*$)*$,0&*( *)*$ 3*$*0 (*+*&0(. L0 >-/0 )* *+'=' &0 ')0 )* &0( *(-$0( +0/='0 +0$)- (* ,'*$* $0 **'*$+'0 )'*+,0 +-$ &0 /*,*.

E& $+&- (*$,'/*$,0& <* (* 3*$*0 *$,* $0 *(-$0 ; ( /0(+-,0 *( /; *(,*+- 0(,0 *& $,- )* 0(-+'0&0 +-/- $ /'*/=- /%( )* &0 >0/'&'0. L0 :)')0 )* *(,* (* *)* &&*30 0 (* $ 30$ )*&- <* '$+&(- *)* *<*' $ ,0,0/'*$,- *(*+'0&. T-)0( &0( *(-$0( &- 0>-$,0$ )* >-/0 )'>**$,*. P00 $-( *( >%+'& 0('/'&0&-? *- 0 -,-( &*( ,-/0 /+- /%( ,'*/-. U$0 0&,*$0,'0 00 /','30 &0 *)')0 (-$ &-( ,0&&**( ; 0(*(-0( */-+'-$0&*( ; ('+-&53'+0(.


14

S*3$ $ /-)*&- )*(0-&&0)- - &0 )-+,-0 E&'0=*, =&* R-((? *& )*&- ,'*$* ,*( 0,*( &0( +0&*( &0( )*(+'=* )* >-/0 *(/')0 *& D K*$; C-,:( G-$%&* M.V? )* &0 ('3'*$,* /0$*0. L0 '/*0?  Aflicción aguda o choque”? *>*')- 0 &0 $*30+'5$ )* &- (+*)')- ; *+*)-( *'-( 0 &0 /*,* )*& 0$'/0&. P- &- <* (* *<'** +-$,0 +-$ $ *(0+'- 00 &0 )*(*)')0 )*& (* <*')-. E$ *(,0 *,00 0+-$(*0 <* $ ,0,0/'*$,- 0)*+0)- )*& +0)%* 0;)* 0 (* +-$(+'*$,* )* &0 /*,*. L0 (*3$)0 “Sentimientos de dolor”? &-( 0/-( ,0,0$ )* +&0(* - +&0 0 ,*+*-(. E'(,*$ (*$,'/'*$,-( )* +&0? $*3&'3*$+'0 ; >(,0+'5$. E$ &0 ,*+*0 “Restablecimiento”? (* 0+*,0 &0 0,')0 )*& (* <*')- 0)-,0$)- $0 -('+'5$ )* <* &0 ')0

)*=* +-$,'$0? *+-)0$)- &-( =*$-( /-/*$,-( <* (* ''*-$ +-$ &0 /0(+-,0.

A)'+'-$0&/*$,* L'$)*$/0$$ ? B-$ ? S+& *(*$,0$ ,*( >0(*( )*& )*&- +-$(')*0$)$0 F0(* I$'+'0& <* (3* +-/- )*>*$(0 <* (* *)* /0$'>*(,0 +-/- )* '$+*)&')0)? &0 +0& *)* )0 0&3$ ,'*/-. L0 F0(* 03)0 )* D*&- (* 3*$*0 $0 )**('5$ *$ )-$)* (* *(*$,0 $ )*('$,*:( - *& /$)- ; )'(/'$;* +-$ *& ,'*/-. L0 &,'/0 >0(* (* *>'** 0 &0 R*(-&+'5$ )*& )*&- +-$ ')0 )'0'0. L-( *+*)-( )*& S* )*(00*+')- ,0*$ (*$,'/'*$,-( +0'@-(-(? /*+&0)-( +-$ ,'(,*0? *$ &30 )*& )-&- 03)- ; $-(,0&3'0.


1#

RESUMEN EJECUTIVO

D*(+'+'5$ )*& $*3-+'E& (*'+'- (* *$>-+0 *$ '$>-/0 0& )*@- <* *$ *& /-/*$,- <* &- $*+*(',* &0 */*(0 0 0 *$+030(* )* )0&* $ )'3$- >'$0& 0 &0 /0(+-,0. E& (*'+'- +-/&*,- +-$('(,'% *$ ,0$(-,0 0 &0 /0(+-,0 )*()* *& &30 )-$)* (* *$+*$,0 *$ $ *>'3*0)- <* */',* +-$(*0 &-( +*-( - $ &0- $- /0;- 0 7 )0(? *(,- <'** )*+' <* (* )*=* *0&'0 /$'/- $ '0* 0 &0 (*/0$0 0& $,- )* +*/0+'5$. D**$)'*$)- *& (*'+'- <* *& +&'*$,* *(+-0 &0 /0(+-,0 (*% +*/0)0 '$)'')0& - *$ 3-? 00 0/=-( (*'+'-( (* -=(*<'00$ *+*)-( )*& **$,-. K0=% 0'-( /-)*&-( )* (>03'-(? 0 *&*++'5$ )*& )*@-? <* (* *$,*30% +-$ $0 $0 ('/=5&'+0 *$ *& +0(- )*& (*'+'- +-&*+,'-. S' *& (*'+'- *&*3')- *( *& '$)'')0& (* *$,*30% &0 $0 +-$ &-( *(,-( )* &0 /0(+-,0.

S*'+'-( E'(,*$ )-( ,'-( )* (*'+'C*/0+'5$ S*'+'- )* ,0$(-,* )*& +0)%* 0& (','- )* +*/0+'5$? (*'+'- )* +*/0+'5$ <* '$+&;* &0 *$,*30 )* $0 ('/=5&'+0 ; 1# *+-)0,-'-( +-$ &0 >-,- )* ( /0(+-,0.


16

C*/0+'5$ &( S*'+'- )* ,0$(-,* )*& +0)%* 0& (','- )* +*/0+'5$? (*'+'- )* +*/0+'5$ '$)'')0& <* '$+&;* &0 *$,*30 )* $0 $0 +-$ &0( +*$'0( )* ( /0(+-,0 ; 2# *+-)0,-'-( +-$ &0 >-,-.

L-( *+'-( )* &-( (*'+'-( -(+'&0$ *$,* 1#!.!!! ; 6!!.!!!? *(,- )**$)* )*& ,0/0@- )* &0 /0(+-,0 ; )*& (*'+'- *(+-3')-.

M*+0)S'$ ))0 &-( 0$'/0&*( *$ &-( &,'/-( 0@-( (* 0$ +-$*,')- *$ $ '$)'')- /%( )* &0 >0/'&'0? )0$)- +-/- *(&,0)- &0 /0$'0+'5$ )* &0( /0(+-,0(. P-'*,0'-( <* '$'*,*$ ('$ +-$,-& *$ *& ='*$*(,0 )* (( /0(+-,0(? 3*$*0$)- $0 -&*0)0 )* ='*$*( ; (*'+'-( )''3')0 0 &-( 0$'/0&*( )*& -30.

D* 0+*)- +-$ *& *(,)'- )* &0 >'/0 BO,'/-( +-$,0,0)0 - F*$0&+-? /%( )* &0 ,*+*0 0,* )* &-( -30*( +-&-/='0$-( ,'*$* /0(+-,0 H"7. E$ &0( >0/'&'0( )* +&0(* 0&,0? *& 0$'/0& *>*')- *( *& *- +-$ $ 44 ; *$ &0( )* =0-( '$3*(-( *( )* $ "". K-30*( <* *$ &0 $*+*(')0) )* +-/0 0&'/*$,-( *(*+'0&'0)-( 00 (( /0(+-,0(? )*0$)- 0,%( &0 +-(,/=* )* 0&'/*$,0&0 +-$ +-/')0 +0(*0.

E(,* /*+0)- (* 0 *$')- *,*$)'*$)- )* >-/0 *,'3'$-(0? *')*$+'0$)- (( 0&,0( -('='&')0)*( )* (*3/*$,0+'5$ ; ( 30$ ,0/0@-? ;0 <*? &-( )*@-( $- +-$(')*0$ &-( 30(,-( )* /0$,*$+'5$ +-/- $ 30(,- '$$*+*(0'-? (' $- +-/- $0 '$*('5$ 00 ( /0(+-,0. E( $ *+<* (* +-$','*-$ *$ 0,* )* &0 +0$0(,0 >0/'&'0.

17


2. MERCADO

2.1.INVESTIGACIÓN DE MERCADOS 2.1.1. Análisis dl s!"#$. L0 *+-$-/0 C-&-/='0$0 *$ *& *'-)- +-/*$)')- *$,* *& 0@- 2!!! ; 2!12 +*+'5 *$ -/*)'- $ 4." +-/- (* *)* * *$ *& ('3'*$,* 3%>'+-

Il%s"$&!i'n 1. E(#l%!i'n PIB C#l#)*i& F*$,* D0,-( *,0)-( )* D0$*  D'*++'5$ )* S$,*('( ; C*$,0( $0+'-$0&*(? E&0=-0+'5$ 0,-.


1

E& (*+,- )* -,0( 0+,'')0)*( )* (*'+'-( *(-$0&*( H+5)'3- CIIU 96 0-,0 *$ -/*)'- *& 16?!2 )* *(,* '$+*/*$,-. R=- )-$)* *(,%$ ='+0)-( &-( (*'+'-( 00 /0(+-,0( *(*+>'+0/*$,* *$ *& (=3- -,0( 0+,'')0)*( )* (*'+'-( +-/$',0'-(? (-+'0&*(

;

*(-$0&*( H+5)'3- CIIU 96!? (*3$ &0 C&0('>'+0+'5$ I$)(,'0& I$,*$0+'-$0& U$'>-/* )* ,-)0( &0( 0+,'')0)*( *+-$5/'+0( 0)0,0)0 00 C-&-/='0 - *& D0$*.

C-/- (* *)* -=(*0 *$ &0 ('3'*$,* 3%>'+0 *& PIB * +%',0 (* 0 )&'+0)- *$ &-( &,'/-( 14 0@-(

Il%s"$&!i'n 2. PIB +$ !á+i"& C#l#)*i& I/03*$ ,-/0)0 )* O=(*0,-'- E+-$5/'+I$*/-)0.,,-=(*0,-'-*+-$-/'+-.'$*/-)0.-3.+-P*(*$,0+'-$2!E(,)'-2!)*.)>


19

A *(0? <* *& %*0 )* (*'+'-( )'(/'$;5 &'3*0/*$,* ( 0,'+'0+'5$ *&0,'0 *$ *& PIB 0(0$)- )*& 17?"0& 1#?!!? (5&- *( (*0)- - *& (*+,- )* *(,0=&*+'/'*$,-( >'$0$+'*-(? (*3-(? '$/*=&*( ; (*'+'-( 0 &0( */*(0(.

C-/- (* *)* -=(*0 *$ &0 ('3'*$,* 3%>'+0? &0 0,'+'0+'5$ )* &-( )'>**$,*( (*+,-*( )*& -)+,- '$,*$- =,- (* 0 /0$,*$')- *+*,0$)- &0 *&-,0+'5$ )* /'$0( ; +0$,*0( <* 0 ,*$')- $ +*+'/'*$,- '/-,0$,* *$ &-( &,'/-( 0@-(.

Il%s"$&!i'n ,. P&$"i!i+&!i'n +#$!n"%&l d l#s s!"#$s dl PIB F*$,* D0,-( *,0)-( )* DANE  D'*++'5$ )* S$,*('( ; C*$,0( $0+'-$0&*(? E&0=-0+'5$ 0,-.

S*3$ *& =-&*,$ )* *$(0 )*& # )* /0- )*& 2!12 )*& D*0,0/*$,- A)/'$'(,0,' N0+'-$0& )* E(,0)(,'+0 HDANE? (-=* *& $)'+* )* *+'-( 0& +-$(/')- >*=*- )* 2!12? &-( (*'+'-( )* /0(+-,0( (* ='+0$ *$ *& 3- )* 30(,- D'*('5$ H+5)'3- 6!!!!!!!. A$<* &0 0'0+'5$ )* *(,* =- >* $*30,'0? (* /0$,'*$* +-$ $0 0,'+'0+'5$ (*'- 0& "? ; *&


2!

+-/-$*$,* (*'+'-( 00 /0(+-,0( *(*$,- $0 0'0+'5$ -(','0 +*+0$0 0& 1 H.)0$*.3-.+-? 2!12.

S',0+'-$*( <* *(*$,0$ -('='&')0)*( )* -=,*$* *$,00( ; =*$*>'+'-( )* 0,'+'0 *$ $ /*+0)- +*+'*$,*? )-$)* &0 )*/0$)0 +0)0 )0 *'3* /%( 0'*)0) ; *+&('')0) *$ &-( (*'+'-( 00 *& +')0)- )* &0( /0(+-,0.

2.1.2. Análisis d )$!&d#. S'$ ))0 &-( 0$'/0&*( *$ &-( &,'/-( 0@-( (* 0$ +-$*,')- *$ $ '$)'')- /%( )* &0 >0/'&'0? )0$)- +-/- *(&,0)- ( /0$'0+'5$. P-'*,0'-( <* '$'*,*$ ('$ +-$,-& *$ *& ='*$*(,0 )* (( /0(+-,0(? 3*$*0$)- $0 -&*0)0 )* ='*$*( ; (*'+'-( )''3')0 0 &-( 0$'/0&*( )*& -30.

E(,* >*$5/*$- (-+'0& ,'*$* +-/- *(*(,0 *& )*(0-&&- )* $*-( -)+,-( ; (*'+'-( '$+*$,'0)-( - &0( *'3*$+'0( )* &-( )*@-(. A+,0&/*$,*? (* *$+*$,0$ (*'+'-( 00 /0(+-,0( <* 0@-( 0,%( *0$ '$'/03'$0=&*(? +-/- **/&- SPA ; +-&*3'-( +0$'$-(. I$+&(- (* -)0 )*+' <* &0( /0(+-,0( (* +&0('>'+0$ *$ $ *(,0,- (-+'-*+-$5/'+-? ;0 <*? &-( -)+,-( )'(-$'=&*( *$ *& /*+0)- 00$ 0/&'0/*$,* (*3$ *& -)* 0)<'(','- )*& )*@-.

D* 0+*)- +-$ $ 0,+&- =&'+0)- *$ &0 %3'$0 )* F*$0&+-? /%( )* &0 ,*+*0 0,* )* &-( -30*( +-&-/='0$-( ,'*$* /0(+-,0 H"7. E$ &0( >0/'&'0( )* +&0(* 0&,0? *& 0$'/0& *>*')- *( *& *- +-$ $ 44 ; *$ &0( )* =0-( '$3*(-( *( )* $ "". K-30*( <* *$ &0 $*+*(')0) )*


21

+-/0 0&'/*$,-( *(*+'0&'0)-( 00 (( /0(+-,0(? )*0$)- 0,%( &0 +-(,/=* )* 0&'/*$,0&0 +-$ +-/')0 +0(*0.

E(,* /*+0)- (* 0 *$')- *,*$)'*$)- )* >-/0 *,'3'$-(0? *')*$+'0$)- (( 0&,0( -('='&')0)*( )* (*3/*$,0+'5$ ; ( 30$ ,0/0@-? ;0 <* &-( )*@-( $- +-$(')*0$ &-( 30(,-( )* /0$,*$+'5$ +-/- $ 30(,- '$$*+*(0'-? (' $- +-/- $0 '$*('5$ 00 ( /0(+-,0. E( $ *+<* (* +-$','*-$ *$ 0,* )* &0 +0$0(,0 >0/'&'0. H.>*$0&+-.+-/.+-

L0( /0(+-,0( (* 0$ +-$*,')- *$ $ /'*/=- /%( )* &0( >0/'&'0( <* +0$)- /**$ *<'**$ $ (*'+'- *(*+'0& ; *$ *(,* /-/*$,- (-&- &- *(,0 $0 */*(0 *$ &0 +')0) )* B-3-,%.

S*3$ &0 (*+*,0'0 )'(,',0& )* &0$*0+'5$? B-3-,% (* )'')* *$ 2! &-+0&')0)*(? ; ,'*$* $0 -=&0+'5$ )* 7.467.!4 HD0$*SDP. B-3-,% *( 0)*/%(? $ +*$,- +&,0& '/-,0$,* *$ C-&-/='0? ;0 <* *$ (( )-/'$'-( (* *$+*$,0 &0 /0;- ->*,0 )* -+'- ; )* +&,0 <* (* *)* '/03'$0. T*0,-(? ='=&'-,*+0(? +'$*(? /(*-(? (-$ (5&- 0&3$0( )* &0( ->*,0( )* *(,0 '/*('-$0$,* +')0)? +0,0&-30)0 - &0 U$*(+- +-/- +0',0& /$)'0& )*& L'=-. E& ('3'*$,* /00 /*(,0 &0( )'>**$,*( &-+0&')0)*( <* +-/-$*$ 0 B-3-,%.


22

Il%s"$&!i'n -. Unid&ds d +l&n&)in"# #n&l B#/#"á F*$,* I/03*$ ,-/0)0 )* ,,-,0&*(.().3-.+-*(-+*(/00W.3.

L0 ->*,0 +&,0& )* B-3-,% *( =0(,0$,* 0/&'0? /%( )* #! /(*-( ; /%( )* 6! 30&*0( )* 0,* 0='*,0( 0& =&'+- *$ 3*$*0&? (* )*(,0+0 *& M(*- )*& O- +-$ $0 '/*('-$0$,* +-&*++'5$ )* '*0( )* -- 0( +-/- )* +*%/'+0 - ,*,'&*( )* &0 :-+0 *'(%$'+0. E& *)'>'+'- ; (( +-&*++'-$*( (-$ B'*$ )* I$,*:( C&,0&. T0/=':$ *& M(*- A<*-&53'+-? *& I$(,',,- )* C'*$+'0( N0,0&*( ; *& M(*- G*-&53'+-? ,-)-( *&&-( +-$ $ '/*('-$0$,* 0&-.

E$ B-3-,% (* *$+*$,0$ )-( +'/0( )*(,0+0)0( - ( 0&,0? &0 )* M-$(*0,* ; &0 )* G0)0&*? 0/=0( +-$ -+- /%( )* "?!!! /*,-( (-=* *& $'*& )*& /0. E$ M-$(*0,* (*


2"

*$+*$,0 *& S0$,0'- )* M-$(*0,*? *$ *& +*- )*& /'(/- $-/=*? $- )* &-( /0;-*( 0,0+,'-( )* B-3-,% ; )* C-&-/='0? ,-)- *&&- $,- 0 &0( +0,00,0( )*& S0&,- )* T*<*$)0/0? *$ S'=0,:? >0/-(0( - ( 0&,0 ; ( +0)0.

B-3-,%? 0)*/%( )* ,-)- &- 0$,*'-/*$,* **(,-? *( $0 +')0) '$)(,'0&? $- )* &-( +*$,-( '$)(,'0&*( /%( '/-,0$,*( )*& 0(? $ $,- *(,0,:3'+- )*()* $ $,- )* '(,0 &-3(,'+-. H.+-&-/='0.+-(,0(.+-/

L0 ('3'*$,* ,0=&0 /*(,0 $ &'(,0)- )* &0( )'>**$,*( &-+0&')0)*( )* B-3-,% +-$ (( *(*+,'0( -=&0+'-$*( ; +0$,')0) )* 0=',0$,*( - *(,0,-

24

FUNERARIA DESCANSO AMIGABLE T0=&0 1

L#!&lid&ds d B#/#"á C5) L-+0&') 0) 1 2 " 4 # 6 7  9 1 1 1 1 1 1 1 1 1 1 2

N-/= * L-+0&') U(0<:$ C0'$*S0$,0 F* S0$ C'(,5=0& U(/* T$*&',B-(0 *$$*); F-$,'=5$ E$30,'% S=0 B0'-( T*(0<'&&L-( M%,'*( A$,-$'P*$,* L0 R0>0*& U'=* C')0) S/00 T-,0& B-3-,%

4. M*)'-

E(,0, -( #. M*)'-  A&,6. A&,-

1"2.79! 42."79 7.6"!  "   21.1#" 96.79" 29.9#" 1#2.74# 96.4"4 119.12" 6.9#9   

6!.76 12.7 642 4 2    ".294  1!2.4 7.642 .!7"    









1 1!2

1 1

4 462

2 227 7!6.191

N#"&. F*$,* S*+*,0'0 )* &0$*0+'5$ )'(,',0&.

19#.

7".29 46.76! 6 2 2      9."2      

T-,0&

1"!.261

266.# 1!2.!1 .9"2 29 7   21.1#" 1!!.! 29.9#" 264.#9 1!4.!7 127.19 6.9#9   

1.!"2."


2#

2.1.2.1. Mercado potencial.

E& /*+0)- -,*$+'0& *( ,-,0&/*$,* *,*-3:$*-? )*=')- 0 &0 +0$,')0) )* -('=&*( /0(+-,0( <* *)* ,*$* $0 *(-$0. S'$ */=03-? *$ '$*(,'30+'-$*( *'0( (* 0 )*,*/'$0)- <* &0 /0;-0 )* -30*( +-&-/='0$-( ,'*$* 30,-(? *-( ; 0*( )-/:(,'+0(. E(,* (*'+'- *(,% *$(0)- 00 *(-$0( )* *(,0,-( 4?# ; 6 <* ,*$30$ $ -)* 0)<'(','- /*)'- 0&,- ; 0&,-. E(,0 '$*(,'30+'5$ (* &'/',0 0 -=&0+'5$ /0;- )* 1 0@-( ; *(')*$,* *$ U(0<:$? C0'$*- ; S=0. L-+0&')0)*( )-$)* (* *$+*$,0 &0 /0;- +-$+*$,0+'5$ )* *(-$0( +-$ &0( +00+,*(,'+0( 0$,*'-/*$,* *$$+'0)0(. E& ,-,0& )* *(-$0( <* 0=',0$ *$ *(,0( ,*( &-+0&')0)*( *( )* 6"".467 -('=&*( +&'*$,*(. E$ &0 ('3'*$,* ,0=&0 (* )*,0&&0 &0 -=&0+'5$ )* &0( &-+0&')0)*( <* 0$ 0 (* -=*,- )* &0 '$*(,'30+'5$

26

FUNERARIA DESCANSO AMIGABLE T0=&0 2

P#*l&!i'n l#!&lid&ds #*0"# d s"%di#. C5) &-+0&')

N-/=* &-+0&')0

N-/=* UPZ

1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 11 11 11 11 11 11 11 11 11 11 11 11 11

U(0<: U(0<: U(0<: U(0<: U(0<: U(0<: U(0<: U(0<: U(0<: U(0<: C0'$* C0'$* C0'$* C0'$* C0'$* C0'$* S=0 S=0 S=0 S=0 S=0 S=0 S=0 S=0 S=0 S=0 S=0 S=0 S=0

P0(*- )* &-( V*=*$0& L0 U'=* S0$ C'(,-=0& N-,* T-=*$ L-( C*)-( U(0<:$ C-$,; C&= S0$,0 B%=00 UPR U(0<:$ E& R*>3'S0$ I(')- P0,'-( P0)- R='C'+5 L03C0'$*UPR C0'$*L0 A+0)*/'0 G0;/00& S0$ J-(: )* B00'0 B',0&'0 E& P0)L0 A&0/=0 C0(0 B&0$+0 N'0 L0 F&-*(,0 S=0 E& R'$+5$ T'=0=;*( UPR S=0 T-,0& B-3-,% D.C.

N#"&. F*$,* S*+*,0'0 )* &0$*0+'5$ )'(,',0&.

E(,0, 4. M*)' #.494 #."7  "#."29 1.## 4.4#1   2   26.979 2.269 1".116 1  2 27.172 14.421 47."! 2 2".411 9."44 2!.4 9.9##   1 "27.914

#. M*)'- X

6. A&,-

T-,0&

 ".761    17.2 17.11 1".2! .769 9# 2.!" 2" ".!#6 7.7##  7 "#7  4.1"4  12.#7 "#.2" 9.6! ".44 1.22 19#   "2

1.!91   7  ".16! 14.629 11.427 42.19! 722 2.47#  2.726 1#.47#   "1# 1#2     7## 6.6!!  947 42  1"1

1.!91 9.2## #."7 7 "#."29 1!2."6 "6.19 24.629 #!.9#9 1.1!! "!.#1" 2 "2.761 2#.499 1".116 1!6 672 1#4 "1."!6 14.421 #9.# "#.464 "".46 #4."# 22.7!6 11.!97 42  177

176.1

129.44!

6"".467

27


2.1.2.1.1.

Usaqun.

L0 &-+0&')0) )* U(0<:$? *+'='5 ( $-/=* )*& +0+'<* U(0<:$? *( &0 $/*- 1 )* B-3-,% ; 0(,0 19#4 >* $ /$'+''- )* C$)'$0/0+0.

C-$ $0 *,*$('5$ ,-,0& )* 6.#"1?"2 *+,%*0(? (* ='+0 *$ *& *,*/- $--'*$,0& )* &0 +')0) ; &'/',0? 0& -++')*$,* +-$ &0 A,-'(,0 N-,*? <* &0 (*00 )* &0 &-+0&')0) )* S=0 0& ( +-$ &0 C0&&* 1!!? <* &0 (*00 )* &0 &-+0&')0) )* C0'$*- 0& $-,*? +-$ &-( /$'+''-( )* C0 ; S-5 ; 0& -'*$,*? +-$ *& /$'+''- )* &0 C0&*0. E(,0 &-+0&')0) *(,% )'')')0 *$ $** UPZ HU$')0)*( )* P&0$*0/'*$,- Z-$0& P0(*- L-( L'=*,0)-*(? V*=*$0&? L0 U'=*? S0$ C'(,-=0& N-,*? T-=*$? L-( C*)-(? U(0<:$? C-$,; C&= ; S0$,0 B%=00. S -=&0+'5$ *(,% +-$>-/0)0 - 449.621 0=',0$,*(. L0 &-+0&')0) )* U(0<:$ +*$,0 +-$ 7".29 *(-$0( )* *(,0,- 0&,- - 6? )* *(,0,- # - /*)'- 0&,- *'(,*$ 6!.766 ; 1"2.79! )* *(,0,- /*)'- - *(,0,- 4.

Personas 6. Alto 27% Personas 4. Medio 50% Personas 5. Medio - Alto 23%

Il%s"$&!i'n . L#!&lid&d d Us&%3n F*$,* D0,-( *,0)-( )* D*0,0/*$,- A)/'$'(,0,'- )* P&0$*0+'5$ D'(,',0&? E&0=-0+'5$ 0,-.

2


2.1.2.1.2.

!hapinero.

L0 &-+0&')0) )* C0'$*- *( &0 $/*- 2 )* B-3-,%? *(,% ='+0)0 *$ *& +*$,--'*$,* )* &0 +')0) ; &'/',0? 0& $-,*? +-$ &0 +0&&* 1!! ; &0 0 0 L0 C0&*0? 0( <* &0 (*00$ )* &0 &-+0&')0) )* U(0<:$ - *& -++')*$,*? *& ** '0& A,-'(,0 N-,* A*$')0 C00+0( <* &0 (*00 )* &0( &-+0&')0)*( )* B0'-( U$')-( ; T*(0<'&&- *$ *& -'*$,*? &0( *(,'=0+'-$*( )*& %0/- )* C V*)*? &0 P'*)0 )* &0 B0&&*$0? *& P0$ )* A+0 ; *& +*- )* &0 M-;0? +*0$ *& &/',* *$,* &0 &-+0&')0) ; &-( /$'+''-( )* L0 C0&*0 ; C-0+. E& - A-='(- H+0&&* "9 )*>'$* *& &/',* )* &0 &-+0&')0) 0& (? +-$ &0 &-+0&')0) )* S0$,0 F*. C0'$*- ,'*$* $0 *,*$('5$ ,-,0& )* ".9?96 *+,%*0( +-$ $ %*0 0& )* 2.664?2# 0 H6 ; $ %*0 =0$0 )* 1.2"4?71 0 H"2.

K-; *$ )0 C0'$*- +*$,0 +-$ 0-'/0)0/*$,* 166.!!! 0=',0$,*( ; $0 -=&0+'5$ >&-,0$,* )* /%( )* #!!.!!! *(-$0(. HF*$,* D*0,0/*$,- A)/'$'(,0,'- )* P&0$*0+'5$ D'(,',0&.

Personas 6. Alto 46%

Personas 4. Medio 41%

Personas 5. Medio - Alto 13%

Il%s"$&!i'n 4 L#!&lid&d C5&+in$# F*$,* D0,-( *,0)-( )* S*+*,0'0 D*0,0/*$,- A)/'$'(,0,'- )* P&0$*0+'5$ D'(,',0&? E&0=-0+'5$ 0,-.

29


2.1.2.1.".

Suba.

L0 &-+0&')0) )* S=0 *( &0 $/*- 11 )* &0 +')0)? (* *$+*$,0 ='+0)0 0& $--++')*$,* )* B-3-,%. L'/',0 0& $-,* +-$ *& /$'+''- )* C0 ; ( -&-$30+'5$ +-$ *& - B-3-,% 0& (? +-$ &0 C0&&* 1!! H&-+0&')0) )* B0'-( U$')-( ; *& - J0$ A/0'&&- H&-+0&')0) )* E$30,'% 0& -++')*$,* +-$ *& - B-3-,% H/$'+''-( )* C-,0 ; C0 ; 0& -'*$,* +-$ &0 A,-'(,0 N-,* H&-+0&')0) )* U(0<:$.

T'*$* $0 *,*$('5$ ,-,0& )* 1!.!#4?9 *+,%*0(? )* &0( +0&*( 6.!""?67 (* +&0('>'+0$ *$ (*&=0$-? ! +-*(-$)*$ 0 (*&- )* *0$('5$ ; ".141?"1 *,*$*+*$ 0& (*&- 0&. D*$,- )* *(,-( ,*( ,'-( )* (*&-(? (* &-+0&'0$ 1.7#4?66 *+,%*0( )* (*&- -,*3')-. C*$,0 +-$ 7!.267 0=',0$,*( 0-'/0)0/*$,* HS*+*,0'0 )* C&,0 *+*0+'-$ ; )*-,*? 2!1". S=0 +*$,0 +-$ 9."2 *(-$0( )* *(,0,- 0&,-? 1!2.46 )* *(,0,- # - /*)'- 0&,- ; 1#2.74# )* *(,0,/*)'- - *(,0,- 4.

Personas 6. Alto 3% Personas 5. Medio - Alto 39%

Personas 4. Medio 58%

Il%s"$&!i'n 6. L#!&lid&d S%*& F*$,* D0,-( *,0)-( )* D*0,0/*$,- A)/'$'(,0,'- )* P&0$*0+'5$ D'(,',0&? E&0=-0+'5$ 0,-.

"!


2.1.2.2. Mercado ob#eti$o.

S* ,-/5 &0 &-+0&')0) )* U(0<:$ -<* 0&& (* *$+*$,0 &-+0&'0)- $ 4# )*& ,-,0& )*& /*+0)- -,*$+'0&? 0( /'(/-? - &0 *,*-3*$*')0) <* *(*$,0 &0 -=&0+'5$. E'(,*$ -=&0+'-$*( **(*$,0,'0( )* +0)0 $- )* &-( *(,0,-( <* (-$ -=*,- )* &0 '$*(,'30+'5$? *(,0;)0 *$ *& /-/*$,- )* 0&'+0 &0 *$+*(,0? 0-0$)- *(&,0)-( /%( *+'(-( ; <* )*/*(,*$ &0 *0&')0) )* +0)0 $- )* &-( *(,0,-(. A)*/%(? (* -=(*5 <* 0'-( 0<*( )* &0 &-+0&')0) (-$ >*+*$,0)-( - /+-( )*@-( )* /0(+-,0( 0 &-( +0&*( (* &*( -)0 0&'+0 &0 *$+*(,0. A +-$,'$0+'5$ (* /*(,0 &0 )'(,'=+'5$ - UPZ )* +0)0 $- )* &-( *(,0,-( (-+'-*+-$5/'+-( )* &0 &-+0&')0) )* U(0<:$.

T0=&0 "

P#*l&!i'n l#!&lid&d d Us&%3n

C5) &-+0&')

N-/= &-+0&')

C5)'3 -

1 1 1 1 1 1 1 1 1 1

U(0<: U(0<: U(0<: U(0<: U(0<: U(0<: U(0<: U(0<: U(0<: U(0<:

1 9 1! 11 12 1" 14 1# 16 9!1

T-,0& &-+0&')0) U(0<:$

N-/=* UPZ P0(*- )* &-( V*=*$0& L0 U'=* S0$ C'(,-=0& N-,* T-=*$ L-( C*)-( U(0<:$ C-$,; C&= S0$,0 B%=00 UPR U(0<:$

E(,0 4. ! #.49 #."7 ! "#. 1. 4.4# ! ! 2" 1"2.79! #!

#. M*)'- A&,! ".7 ! ! ! 17. 17.1 1". .7 9# 6!. 2"

N#"&. F*$,* D0,-( E,0)-( )* &0 S*+*,0'0 )* P&0$*0+'5$ D'(,',0&.

6.

T-,0&

1.!91 ! ! 7 ! ".16! 14.629 11.427 42.19! 7 7".29 27

1.!91 9.2## #."7 79 "#."2 1!2. "6.19 24.62 #!.9# 1.1!! 266. 1!!


"1

2.1.2.". %icho de mercado.

S* *(+-3'5 &0 &-+0&')0) )* U(0<:$ -<* *& 4# )* ( -=&0+'5$ +/&* +-$ &0( +-$)'+'-$*( )* -)* 0)<'(','-? &-+0&')0) <* */',* 0=0+0 *$ $ (-&- (','- ,-)-( &-( -('=&*( +-/0)-*( 00 0( +-$-+* (( *>**$+'0( ; - <: $- 0&3$0( (3**$+'0( 0& (*'+'-. 266?#4 *(-$0( 0=',0$ ; +/&*$ +-$ *& *>'& (-&'+',0)-? )* *(,* ,-,0& (* *$+-$,5 <* *& 77 ,'*$*$ /0(+-,0 *$ ( -30 *( )*+'? 2!#?47 *(-$0( )* &0( +0&*( 1"6?97! *(,%$ )'(*(,0( 0 ,-/0 *& (*'+'- )* **<'0( 00 /0(+-,0(. E(,0 +'>0 (* +-$'*,* *$ *& $'+- )* /*+0)- )* &0 */*(0.

D*=')- 0 <* &0 */*(0 '$'+'5 0+,'')0)*( *$ *& '/* ,'/*(,* )*& 0@- 2!16? (* -;*+,0 0,*$)* $ 1 )*& ,-,0& )* &-( -('=&*( +&'*$,*(? *( )*+' 1?"69 )*@-( )* /0(+-,0(? *(,0 +0$,')0) )* (*'+'-( (* =0(0 *$ )-( 0(*+,-( '/*- &0 +00+')0) '$'+'0& )* &0 */*(0 <* *(,% +0&+&0)0 *$ &0 +0$,')0) )* (*'+'-( <* (* *)*$ 0,*$)* +-$ &0 '$>0*(,+,0 +-$ &0 <* (* *,*$)* +-$,0 )*(:( )*& '/* 0@- )* -*0+'5$? - **/&- &0 $**0 '$)(,'0& ,'*$* $0 +00+')0) )* 0&/0+*$0 !!3(. S*3$ &0 *$+*(,0 *0&'0)0? &0 $**0 *(,00 *$ +00+')0) /%'/0 )* *+'=' 17# (*'+'-( /*$(0&*( ; 0$0&/*$,* 0&*)*)- )* 21!! (*'+'-(. E(,<'** )*+' <* *& -;*+,- (*% *0&0)- +-$ $ 6# )*& ,-,0& )* &0 +00+')0) '$(,0&0)0 -;*+,0)0? ,*$'*$)- *$ +*$,0 *& ,0/0@- -/*)'- )* &0( /0(+-,0( )* &0( *(-$0( *$+*(,0)0(? 0)*/%( )* &0 +0$,')0) )* *(-$0( */&*0)0( - &0 */*(0. S*3$)- (* <'** )0 $0 *0&')0) +-/&*0 )*& -;*+,-? 00 0( -)* *0&0 *0&/*$,* &0 '0='&')0) )*& /'(/-.


"2

2.1.2.&. 'n$estigación descripti$a.

S* 0 0 *0&'0 $0 '$*(,'30+'5$ )*(+','0? &0$,*0$)- $0 *$+*(,0 <* (*% *0&'0)0 0 *(-$0( )*$,- )* &0 &-+0&')0) )* U(0<:$ 00 0( -)* )*,*/'$0 (( %=',-( )* +-$(/*(*+,- 0 &0( /0(+-,0(. L0 *$+*(,0 +-$(,0% )* *3$,0( *$>-+0)0( 0 )*,*/'$0 (' &0( *(-$0( *(,00$ )'(*(,0 0 ,-/0 $ (*'+'- <* &-( 0('(,0 *$ *& /-/*$,- )*& >0&&*+'/'*$,- )* ( /0(+-,0 ; ( '$,*$+'5$ )* 03- (' )*+')'*0$ ,-/0 *& (*'+'-. G0+'0( 0 *(,0 '$*(,'30+'5$ ; 0 &0 *+-&*++'5$ )* )0,-(? (* -)% /0+0 $0 ,*$)*$+'0 )*& ,*/0 <* (* *(,% '$*(,'30$)-.


2.1.2.&.1.

""

(ormato de encuesta.

B*$-( )0( /' $-/=* *( E)30 M'+0*&(? (-; *(,)'0$,* )* &0 U$'*(')0) EAN? *$ *(,* /-/*$,- /* *$+*$,- *0&'0$)- $0 '$*(,'30+'5$ 00 *& -;*+,- )* 30)-? <* (* =0(0 *$ &0 -('='&')0) )* +*0 $0 */*(0 )*)'+0)0 0 &0 0(*(-0 ; (*'+'-( >$*0'-( *$ +0(- )* /*,* )* $0 /0(+-,0. YL* -)0 *0&'0 $0( *3$,0( 30+'0(

1.

YU(,*) ;- (( '-( ,'*$* /0(+-,0 S'  N- S' (*&*++'-$0 *(,0 - +'5$ (* )*=* ,*/'$0 *$+*(,0

2.

YQ: ,'- )* /0(+-,0 ,'*$* P*-  G0,- A*  O,0

".

YC%$,0( /0(+-,0( ,'*$* *$ ( ''*$)0 12"4

4.

YS*3$ *(,0 *(+0&0 ( /0(+-,0 *( )* ,0/0@- M'$' 1 0 1!   P* *@- 11 0 2"   M*)'0$- 24 0 "6   G0$)* "7 *$ 0)*&0$,*

#.

YT'*$* 0&3$ ,'- )* (*3- *$ +0(- )* <* ( /0(+-,0 >0&&*+0 S'  N-

6.

YL* '$,**(00 $ (*'+'- <* &* 0;)00 *$ *& /-/*$,- *$ <* ( /0(+-,0 >0&&*+'*0

7.

YD* *(,-( (*'+'-( +0& &* '$,**(00 S*'+'- )* +*/0+'5$? '$+&;* *$,*30 )* $0 ('/=5&'+0? 1# *+-)0,-'-( +-$ &0 >-,- )* ( /0(+-,0. S*'+'- )* +*/0+'5$ &(? '$+&;* *$,*30 )* $0 +-$ &0( +*$'0( )* ( /0(+-,0? 2# *+-)0,-'-( +-$ &0 >-,- * '$+&;* $ (*'+'- )* 0+-/0@0/'*$,- ('+-&53'+- )0$,* &0 +**/-$'0.

.

YC%$,- *(,00 )'(*(,- 0 030 - +0)0 $- )* &-( (*'+'-( <* (* /*$+'-$0 T0$(-,* )*& +0)%* 0& (','- )* +*/0+'5$? (*'+'- )* +*/0+'5$? '$+&;* *$,*30 )* $0 ('/=5&'+0? 1# *+-)0,-'-( +-$ &0 >-,- )* ( /0(+-,0 1#!.!!! 0 2#!.!!!  2#!.!!! 0 "#!.!!!  "#!.!!! 0 4#!.!!!  "#!.!!! 0 4#!.!!! T0$(-,* )*& +0)%* 0& (','- )* +*/0+'5$? (*'+'- )* +*/0+'5$? '$+&;* *$,*30 )* $0 ('/=5&'+0? 1# *+-)0,-'-( +-$ &0 >-,- )* ( /0(+-,0

9.

YL* '$,**(00 $ (*'+'- )* 0;)0 ('+-&53'+0 00 (( '-( *$ +0(- )*& >0&&*+'/'*$,- )* ( S'  N-

"4


2.1.2.&.2.

)resentación de resultados.

1. YU(,*) ;- (( '-( ,'*$*$ /0(+-,0 S' &0 *(*(,0 *( NO? ,*/'$0 *& +*(,'-$0'-. D* &0( ""6 *(-$0( *$+*(,0)0( *& 77 ,'*$* /0(+-,0 *$ &0 +0(0. S* *)* '$>*' <* $0 30$ -+'5$ )* &0( *(-$0( *$ B-3-,% ; *$ *(,0( &-+0&')0)*( ,'*$* 0&3$ ,'- )* /0(+-,0. E( )*+'? *'(,* /*+0)- <* ((,*$,0 ; )0 /0;- +&0')0) 0 &0 $*+*(')0) )* ->*+* $ (*'+'- 0)'+'-$0& ; ->*('-$0&? <* 0;)* 0 &0( *(-$0( *$ *& /-/*$,- <* (( /0(+-,0( >0&&*+0$.

No 23%

i 77%

Il%s"$&!i'n 7. P$/%n"& 1. 8Us"d 9:# s%s 5i0#s "in )&s!#"&; F*$,* E$+*(,0 0&'+0)0.

"#


2. 8Q: ,'- )* /0(+-,0 ,'*$* E(,0 *3$,0 *')*$+'0 <* &0( *(-$0( *$+*(,0)0( *>'**$ ,*$* *- +-$ *& #9 )* &0( ""6 *(-$0(? &0 (*3$)0 *>**$+'0 *( *& 30,- +-$ $ 29 )* &0( *(-$0( *$+*(,0)0(? (-&- $ 1! ,'*$* 0*( )-/*(,'+0( ; $0 -+'5$ /$'/0 ,'*$* $0 /0(+-,0 )'>**$,* *$,* *(,0( *(,%$ %/(,*? 0,-$*( ; -,-(. E(,0 *3$,0 =(+0=0 '(,0( )*& ,0/0@- )* &0( /0(+-,0(? *(,- 00 +0&+&0 ; )*,*/'$0 *& ,0/0@- )*& ,0$(-,*? *& 0&/0+*$0/'*$,- ; *& *(0+'- *>*+,- 00 +*/0 &0( /0(+-,0(.

A!e"tra 10%2%

#ato 29%

Perro 59%

Il%s"$&!i'n <. P$/%n"& 2. 8=%3 "i+# d )&s!#"& "in; F*$,* E$+*(,0 0&'+0)0.

". YC%$,0( /0(+-,0( ,'*$* *$ ( ''*$)0 E& 6 )* &0( *(-$0( *$+*(,0)0( *(-$)'*-$ <* (5&- ,'*$* $0 /0(+-,0 *$ ( ''*$)0? *& 2! ,'*$*$ )-( /0(+-,0( ; *& 14 *(,0$,* ,'*$* /%( )* )-( /0(+-,0(. G0+'0( 0 *(,0 *3$,0 (* )*,*/'$5 <* - -30 &0 +0$,')0) )* -('=&*( (*'+'-( -(+'&0 *$,* $- ; )-(? -=&'30$)- 0 ='$)0 $ (*'+'- 0& +&'*$,* )* +0&')0) '$/*-0=&* 00 <* 0( &0( *(-$0( <* ,'&'+*$ &-( (*'+'-( )* &0 */*(0 *&0$ ('$ ))0 *$ +0(- )* $*+*(',0&-( $*0/*$,*.

"6


3 11%

4 1%

2 20% 1 68%

Il%s"$&!i'n 1>. P$/%n"& ,. 8C%án"&s )&s!#"&s "in n s% (i(ind&; F*$,* E$+*(,0 0&'+0)0.

4. YS*3$ *(,0 *(+0&0 ( /0(+-,0 *( )* ,0/0@- L0( *(-$0( *$+*(,0)0( *$ $0 30$ -+'5$ ,'*$*$ /0(+-,0( *<*@0(? $ 2" ,'*$*$ /0(+-,0( /*)'0$0( 0& '30& <* /0(+-,0( /'$' ; (-&$  )* &0( *(-$0( *$+*(,0)0( ,'*$* /0(+-,0( )* ,0/0@- 30$)*. C-$ *(,-( )0,-( (* -)% )*,*/'$0 0'-( $,-( *$ *& /-/*$,- )* -30$'0 ; +0&+&0 $0 *(,+,0 )* +-(,-( 0)*+0)0. I$*(,'30+'-$*( *'0( 0& '$'+'- )*& ,0=0- '$)'+0$ <* *& +-(,- )* &0 +*/0+'5$ )* &0( /0(+-,0( *(,0 *$ 30$ 0,* )*,*/'$0)- - *& *(- ; ,0/0@- )* &0( /'(/0(? 0)'+'-$0&/*$,* (* $*+*(',0=0 )*,*/'$0 *& *(- -/*)'- )* &0( /0(+-,0( 00 +-,'0 $ *>'3*0)- <* (--,00 &0 -('=&* )*/0$)0 )* &-( (*'+'-(.

"7

#rande $37 en adelante 8%

Mini $1 a 10 &' 23%

Mediano $24 a 36 &' 23% Pe()e*o $11 a 23 &' 46%

Il%s"$&!i'n 11. P$/%n"& -. 8S/?n s"& s!&l& s% )&s!#"& s d "&)&@#; F*$,* E$+*(,0 0&'+0)0.

#. YT'*$* 0&3$ ,'- )* (*3- *$ +0(- )* <* ( /0(+-,0 >0&&*+0 E(,0 *3$,0 0-5 <* *& 97 )* &0( *(-$0( $- *(,%$ *00)0( 00 &0 *$>*/*)0) - /*,* )* ( /0(+-,0? $- +-$(')*0 +-$,0 +-$ $ (*3- <* +=0 *(* ,'- 30(,-( '$+&;*$)- &-( (*'+'-( **<'0&*(. E(,0 '$>-/0+'5$ *( )* 30$ ,'&')0) 00 &0 '$*(,'30+'5$ )*& (*'+'- <* ->*+* &0 */*(0 -<* (* ')*$,'>'+0 $0 +&00 $*+*(')0) <* $- 0 (')- (0,'(>*+0 ; (* *$+*$,0 $ +0/- )* 0++'5$ *$ *& <* (* *)* '$+('-$0.

i 3%

No 97%

Il%s"$&!i'n 12. P$/%n"& . 8Tin &l/?n "i+# d s/%$# n !&s# d % s% )&s!#"& &ll!&; F*$,* E$+*(,0 0&'+0)0.

6. YL* '$,**(00 $ (*'+'- <* &* 0;)00 *$ *& /-/*$,- *$ <* ( /0(+-,0 >0&&*+'*0 S' &0 *(*(,0 *( NO ,*/'$0 *& +*(,'-$0'-. E$ *(,0 *3$,0 *& 67 )* &0( *(-$0( *$+*(,0)0( /0$'>*(,5 '$,*:( *$ +-$,0 +-$ $ (*'+'- **<'0& 00 ( /0(+-,0? 0 *(0 )* <* $ "" )* &0( *(-$0( $- *(,%$ '$,**(0)0( *$ *& (*'+'-? (* -=(*0 $ /*+0)- &0,*$,* 00 *& -;*+,-.

No 33% i 67%

Il%s"$&!i'n 1,. P$/%n"& 4. 8L in"$s&$& %n s$(i!i# % l &9%d&$á n l )#)n"# n % s% )&s!#"& &ll!i$&; F*$,* E$+*(,0 0&'+0)0.

7 YD* *(,-( (*'+'-( +0& &* '$,**(00 A+% (* /-(,5 (*>'+'0&/*$,* &0( +&0(*( )* (*'+'<* &0 */*(0 ,*$)%. #1 )* &0( *(-$0( *(+-3'5 *& (*'+'- )* +*/0+'5$? )-$)* (* *$,*30 $0 $0 ('/=5&'+0 ; *+-)0,-'-( )*& (*'+'-? *& "7 )* &0( *(-$0( *(+-3'5 *& (*'+'- )* +*/0+'5$ '$)'')0& +-$ 0+-/0@0/'*$,- ('+-&53'+-? *+-)0,-'-( ; *$,*30 )* $0 +-$ &0( +*$'0( )* &0 /0(+-,0? *(,* (*'+'- *( *& /%( +-/&*,- <* (* ->*+*. L0 ,*+*0 -+'5$ +-$ *& 12 >* *& *$,'*- )* &0 /0(+-,0. S* 0 )*,*/'$0)- <* &0 */*(0 (* 0 0 *$>-+0 *$ &0 +*/0+'5$ ,0$,- '$)'')0& +-/- 30& )* &0( /0(+-,0(? *(,- */',* -30$'0 *& *(<*/0( )* +-(,-( * '$*('-$*( )*& -;*+,-.

er!icio de entierro 12% er!icio de cre+aci,n 51% er!icio de cre+aci,n l)s 37%

Il%s"$&!i'n 1-. P$/%n"& 6. 8D s"#s s$(i!i#s !%&l l in"$s&$&; F*$,* E$+*(,0 0&'+0)0.

. YC%$,- *(,00 )'(*(,- 0 030 - +0)0 $- )* &-( (*'+'-( <* (* /*$+'-$0 E(,0 *3$,0 *( '/-,0$,* 00 *$(0 *$ *& -('=&* *+'- 00 &0 '/*0 -+'5$ )* (*'+'-( <* ->*+* &0 */*(0? *( /; *&*0$,* 0 &0 -0 )*,*/'$0 *& 0&-. E$ *& 0$3- )* 1#!.!!! 0 "#!.!!! (* *$+*$,0 *& 6#  )* &0( *(-$0( *$+*(,0)0(.

70% 60% 50% 40% 30% 20% 10% 0%

65%

17% 10%

8%

i.150.000 a ii.250.000 a iii.350.000 a i!.350.000 a 250.000350.000450.000450.000

Il%s"$&!i'n 1. P$/%n"& 7. 8C%án"# s"&$& dis+%s"# & +&/&$ +#$ !&d& %n# d l#s s$(i!i#s % s )n!i#n&; &. C$)&!i'n F*$,* E$+*(,0 0&'+0)0.

C-/- *$ &0 *3$,0 0$,*'- (* *0&0 *& -('=&* *+'- 00 &0 (*3$)0 -+'5$ )* (*'+'<* ->*+* &0 */*(0? *( /; *&*0$,* 0 &0 -0 )* ->*+* *& (*'+'-. E$ *& 0$3- )* "#!.!!! 0 4#!.!!! (* *$+*$,0 *& 4!  )* &0( *(-$0( *$+*(,0)0(.

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

40% 32%

18% 10%

i.250.000 aii.350.000 a iii.450.000 a i!.550.000 a 350.000450.000550.000650.000

Il%s"$&!i'n 14 P$/%n"& 7. 8C%án"# s"&$& dis+%s"# & +&/&$ +#$ !&d& %n# d l#s s$(i!i#s % s )n!i#n&; *. C$)&!i'n +l%s F*$,* E$+*(,0 0&'+0)0.

9 YL* '$,**(00 $ (*'+'- )* 0;)0 ('+-&53'+0 00 (( '-( *$ +0(- )*& >0&&*+'/'*$,- )* ( /0(+-,0 E( '$,**(0$,* <* 47 )* &0( *(-$0( *$+*(,0)0( '*$(*$ <* (* )*=* 0+-/0@0 ('+-&53'+0/*$,* 0 &-( '$,*30$,*( )* &0 >0/'&'0 )*(:( )* &0 /*,* )* &0 /0(+-,0? *(,0 '$*(,'30+'5$ *')*$+'0 *& 30$ 0*+'- <* &0( *(-$0( &* ->*(0$ 0 (( /0(+-,0( <* *$ &0 30$ /0;-0 (* +-$(')*0$ 0,* *(*$+'0& )* &0 >0/'&'0.

i 43% No 57%

Il%s"$&!i'n 16. P$/%n"& <. 8L in"$s&$& %n s$(i!i# d &9%d& +si!#l'/i!& +&$& s%s 5i0#s n !&s# dl &ll!i)in"# d s% )&s!#"&; F*$,* E$+*(,0 0&'+0)0.

2.1.2.*. An+lisis de la competencia.

E$ *& /*+0)- &-+0& &0 ->*,0 )* &-( (*'+'-( >$*0'-( 00 /0(+-,0( *( *(+0(0? $- 0; (-&+'-$*( +&00(? $' (>'+'*$,* '$>-/0+'5$ 00 &-( (0'-(? <'*$*( *$ ( 30$ /0;-0 +-$(')*0$ <* &-( (*'+'-( >$*=*( (-$ $'+0/*$,* 00 (**( /0$-(. D*=*$ *+' 0 &-( 0)'$*( - 0,'-( )* (( +0(0( - +-/- &,'/0 '$(,0$+'0 &0( =-&(0( )* =0(0? +-/- >-/0 )* )*(0+*(* )*& +0)%*. D0)0 &0 )'$%/'+0 )* &0( +')0)*(? )-$)* *& *(0+'- *( &'/',0)-? *& (*'+'- >$*0'- +&00/*$,* (&* *(,0 $*+*(')0).

E( - *(,- <* 00 ,*$* $ 0$%&'('( /%( ->$)- )* &0 (',0+'5$? (* (*&*++'-$0-$ ('*,* +&$'+0( *,*'$0'0( - ,'*$)0( 00 /0(+-,0( <* ->*+0$ (*'+'-( *,*'$0'-(? 00 )*,*/'$0 -('=&*( +-/*,')-*( - (*'+'-( ((,',,-( 0& <* (* *,*$)* ->*+* *(,0( +&$'+0( >*-$ (*&*++'-$0)0( )*$,- )* &0( &-+0&')0)*( )* U(0<:$? S=0 ; C0'$*-

T0=&0 4

Clni!&s ("$in&$i&s N-/=*

D'*++'5$

C&$'+0 *,*'$0'0 D-* C0$ /*)'+0 C&$'+0 *,*'$0'0 S0$ M0+-( )* L*5$ G0,-(? G0,-( ; *-( A$'/0& -&) A$'/0&',-( 1!1 K-('*,

C& 126 A N- 79 C& 127 N- 71=44 C& 147 N- 7>!9 C 9 N- 1!646 C # N- 12= C& 1"4 N- 1966 C #" N- 1!4=2

T0=&0 #

C#)+"n!i& N-/=

S*'+'

P*+'-(

D*(*$,00( 



U$'*(' )0) N0+'-$0& )* C-&-/=' 0 H*(,)')* 0,-&-30 (



P00 *& )'03$5(,'+- (* )*=*$ *$'0 *>*'=&*/*$,* 0$'/0&*( *$>*/-( - +-$ ('$,-/0,-&-30? +0)%**( >*(+-( - *>'3*0)-( - *$ ( )*>*+,- /*(,0( )* ,*')-( >'0)-( *$ >-/0&'$0 ,0/-$0)0. S* )*=* 0-,0 $0 =** *- *+'(0 0$0/$*('( )* &-( ('3$-( +&$'+-( ; 0$,*+*)*$,*( )* &-( 0$'/0&*(. E& *+'- '$+&;* +*/0+'5$? *$)* *(&,0)-( - */0'&? ,*&:>-$- ; 0(*(-0 )* 0+*)- 0& *(&,0)>'$0&.



NA



!1! '&-(? "#!.!!! I$+&;*? T0(&0)- *$ +0-0 )* &-? +*/0+'5$ '$)'')0&? )*-&+'5$ )* +*$'0( *$ $0 +*$'0'0 ; +*,'>'+0)- &*30& )* '$+'$*0+'5$  P00 00( /0( 30$)*( *& '&0)'+'-$0& (* +-=0% 0 ".1!! '$+& * 



M0(+-0 

  

S*'+'- P*(-$0&'0)-? $'+0/*$,* *& +*- )* &0 /0(+-,0 (*% ,0$(-,0)- *$ $0 +0-0 >$*=* 0(,0 &0 &0$,0 )* '$+'$*0+'5$. C*/0+'5$ '$)'')0&? S5&- $0 /0(+-,0 (*% '$+'$*0)0. D*-&+'5$ )* +*$'0(? )*-&+'5$ )* +*$'0( *$ $0 $0 +*$'0'0. C*,'>'+0)- &*30& )* '$+'$*0+'5$.

 



A&3$-( )*@-( $*(,%$ )'(*(,-( 0 *-$* 0 ( /0(+-,0 0 $0 )'(*++'5$. L0 +*/0+'5$ )* &0( /0(+-,0( (* *0&'0 +-&*+,'0 ; $- ->*+* $'$3$0 -+'5$ 00 <* (* *0&'+* '$)'')0&/*$,* N->*+*$ $ (*'+'- +-/- ,0&? (-&- &0 +*/0+'5$? $0; $'$3$ ,'- )* )*(*)')0 - *+*) N- ->*+* (*'+'- )* +*/0+'5$ 30&. E& +-(,- )*& (*'+'*( 0&,- - $- ,*$* +*/0+'5$ 30&. L0 +0-0 *)* +-$(')*0(* /; *+:$,'+0 00 $0 /0(+-,0 ; ,0& * '*(*,-(0.



 

F$*0* ,





E(,* (*'+'- '$+&;* *& ,0(&0))*& +*- )* &0 /0(+-,0 *$ &0 +0(0 - *$ &0 *,*'$0'0? &0 +*/0+'5$ +-&*+,'0 +-$ -,0( /0(+-,0( ; $ )'&-/0 +-/- *+-)0,-'- )*& **$,E$ *(,* (*'+'- NO 0; )*-&+'5$ )* +*$'0(. C*/*$,*'- E& (*'+'- '$+&;* ,0(&0)- )* &0 /0(+-,0 0& +*/*$,*'-? <* (* *$+*$,0 ='+0)- *$ *& /$'+''- )* L0 C0&*0. I$+&;* 0)*/%(? *& &-,* - +'$+- H# 0@-(? $0 &0')0 ,0&&0)0 *$ /%/-&? 0,0) *$ +0,5$ *+-&53'+*+-)0,-'- ; -=',0'- *$ *& +*/*$,*'- ',0&. E& (*'+'- )* +*/0+'5$ '$)'')0& '$+&;* *& ,0(&0)- )*& +*- )* &0 /0(+-,0 E$ *(,0 +*/0+'5$ &0 /0(+-,0 *$,0 (-&0 0& -$- ; &0( +*$'0( (-$

 

L-( *+'-( -(+'&0$ *$,* 1"!.!!! ; 7#!.!!!? *(,-( *+'-( )**$)*$ )*& *(- )* &0 /0(+-,0 ; )*& (*'+'(-&'+',0)-? (*'+'-( <* 0$ )*()* +*/0+'5$ 30& 0(,0 +*/0+'5$ '$)'')0& +-$ *$,*30 )* +*$'0( ; *+-)0,-'-(



A& (* *& (*'+'- /%( *+-$-+')*$ B-3-,%? &0 0&,0 )*/0$)0 )* &-( (*'+'-( +-/-/*,* &0 $,0&')0) )* &-( /'(/-(. L-( (*'+'-( (-$ +-(,-(-( - ,*$* 0&,-( 30(,-( >'-( 0& ,*$* $ ,**$ -'00 *& +*/*$,*'-.

)*& >0&&*+'/'*$,-.

C0=* 0$-,0 <* &0 ,0=&0 $- /*(,0 &0 /'(/0 +0$,')0) )* -+'-$*( +-/- +&$'+0( +-$(&,0)0(? ;0 <* +&$'+0( +-/- C&$'+0 D-*? C0$ /:)'+0 ; G0,-( ; *-( )'*-$ <* )*=0 +-/$'+0(* +-$ &0 */*(0 F$*0*,. K-('*, (3''5 /0(+-0? S0$ /0+-( &0 U$'*(')0) N0+'-$0& ; ,-)0( (3''*-$ *$,*0&- *$ &0 +0(0? *( - *(,- <* $- +-'$+')*$ &-( )0,-( )* &0 ,0=&0 +-$ *& $/*- )* *,*'$0'0(. L-( -)+,-( ((,',,-( &-( (3''*-$ +-/- &,'/0 -+'5$.

2.1.2.*.1.

An+lisis de ser$icios sustitutos.

T0=&0 6

S$(i!i#s s%s"i"%"#s S*'+'

C00+,*(,'+0(

D*(*$,0  

C*/*$,*'



-(

',0&* (

O>*+* 0 &-( (-+'-( $ &30 )-$)* ->*+* $ -/*$0* 0 (( /0(+-,0( >0&&*+')0(.  

E$,')0)* (

 

*+-&*+,0(

)*



N- *<'** $'$3$ ,'- )* '$*('5$. E& +0/'5$ *+-&*+,- )* =0(0 &- *+-3* *$ ( -$)0 $-/0& )* *+-&*++'5$ )* =0(0(. E& +* - *( )*(*+0)- *$ $ =-,0)*-.



E& 0*+'- ; +0'@- <* (* 0 30$0)- $0 /0(+-,0 0 ,0:( )*& ,'*/- $- &* */',* 0 &0 /0;-0 )* )*@-( - 0/-(? <* (* *-+*$ ; 0;0$ ,*$')- $ '$+&- 0>*+,'- )*(*+0 - =-,0 0 ( +-/0@*-.



L0 +*/0+'5$ *( $ -+*)'/'*$,- %')-? (*'- ; (*3-. C-$ &0 +*/0+'5$ (* -/** $ +-/-,0/'*$,*(-$(0=&*. L0 +*/0+'5$ 0(*30 *& +-$+*,- )* **,')0). E( -('=&* <* 00 &-( /'*/=-( $- (*0 +-$*$'*$,* ,*$* *& +*- )* &0 /0(+-,0 +*+0$-? *(,- (* )*=* 0 <* )'0'0/*$,* (* *(,0% *+-)0$)<* &0 /0(+-,0 >0&&*+'5. E( $ /:,-)- *+-&53'+- *(,* /:,-)- $- -)+* $'$3$0 +&0(* )* )*(*+-( <* 0>*+,*$ 0& /*)'0/='*$,*. K'3'*$* ; S*3')0) E&'/'$0 ,-)0 -('='&')0) )* '$>*++'-$*(? -&-*(? >'&,0+'-$*(? +-$,0/'$0+'5$? *')*/'0( ; -,-( '*(3-( 0/='*$,0&*(.

 

E$,*0&*$ >'$+0 +0(0 

S* )*=* +00 $ -;- )* 6! +/(. )* ->$)')0) ; *& *(0+'- (>'+'*$,* 00 &0 /0(+-,0? &*3- (* )*=* +-&-+0 '*)0( 30$)*( *$ *& >-$)- ; *(0+' +0&? )*(:( *& +*- ; $*0/*$,* *(0+' 0=$)0$,* +0&? -(,*'-/*$,* &&*$0 +-$ ,'*0 *$+'/0. T-)- *(,- (* )*=* 0+* 00 *',0 &0( /-(+0( ; *& /0& -&-

C-$ *(,* /:,-)- $- (* &* 0 )0)- $'$3$ ,0,- *$ 0,'+&0 0& +*-. E(,* (*'+'- *( +-/&*/*$,0'- /0( $- $0 (-&+'5$ )'*+,0 00 &0 *)')0? -<* $- (* 0+*$ +03- *$ $'$3$ /-/*$,- )*& /0$*- )*& +0)%*? *(,- *( )'*+,0/*$,* *& -=&*/0 0& <* (* *$>-+0 *& (*'+'- <* (* ->*+*. C-$ *(,* (*'+'- $- 0; $'$3$ *+*)- ,0$3'=&* )* &0 /0(+-,0. P*)* 0+0=0(* *& (','- *= ; $- (* ,*$)0 $0)0 00 *+-)0 &0 /0(+-,0.

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N#"&. A$%&'('( )* (*'+'-( ((,',,-(. F*$,* E&0=-0+'5$ -'0.

2.1.2.,. !onclusiones del an+lisis de mercado.

P00 0$0&'0 *& /*+0)- (* *0&'5 $0 '/*0 '$*(,'30+'5$ 0+*+0 )*& *$,-$- ; +-$)'+'-$*( *,*$0( )*& (*'+'- <* (* 0 0 ->*+*.

D*(:( )* *(,0 '$*(,'30+'5$ (* '$,*$,5 +-$-+* <* *$(0=0$ &-( -,*$+'0&*( +&'*$,*( (-=* $ (*'+'- <* ->*+'*0 $0 (-&+'5$ +0$)- &0 /0(+-,0 >0&&*+*? 00 *(,- (* *0&'5 $0 *$+*(,0 0 $ /*+0)- )*,*/'$0)- ; (* *$+-$,5 <* •

E& 77 )* &0 -=&0+'5$ *$+*(,0)0 ,'*$* /0(+-,0.

•

E& 46 )* &0( *(-$0( *$+*(,0)0( ,'*$*$ $0 /0(+-,0 )* ,0/0@- *<*@-? *(,* )0,- >* /; ,'& *$ *& /-/*$,- )* +0$,'>'+0 *& $/*- )* (*'+'-( ; 0( =(+0 *& -**)- )* (*'+'-( )* +*/0+'5$

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A& /-/*$,- )* *3$,0&* 0 &0( *(-$0( (' &*( '$,**(00 $ (*'+'- <* &*( 0;)00 +-$ &0 /0$'&0+'5$ )* &0 /0(+-,0 >0&&*+')0 $ 67 )'- <* (' *(,0=0 '$,**(0)0? *(,0=* $ -'-$,* /; 0&*$,0)- 00 *& -=*,- '$+'0& )* &0 */*(0? +0)0 7 )* 1! *(-$0( ,-/00 *& (*'+'-

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A)*/%( &0 *$+*(,0 0-5 $ $'*& )* *+'-( )* *$,0? *(&,0)- <* */',* ,-/0 *& &(- )* +0$,- *(,00$ )'(*(,0( 0 030 &0( *(-$0( - *(,* (*'+'-.

P-(,*'- 0 *(,0 *$+*(,0 0 -,*$+'0&*( +&'*$,*( (* '$*(,'35 <* 0+0$ &0( *(-$0( +0$)- ( /0(+-,0 >0&&*+0? 00 *(,- (* +-$(&,0-$  *,*'$0'0( ='+0)0( *$ &0( &-+0&')0)*( )* U(0<:$? (=0 ; +0'$*-? (* *0&'5 $0 *$,*'(,0 <* )'- 0 +-$-+* &-( (*'+'-( ((,',,-( ; &0( */*(0( <* *(,0$ $ (*'+'- ('/'&0? )* *(,0 *$+*(,0 (* >-/&0-$ &0( ('3'*$,*( +-$+&('-$*( •

L0 */*(0 <* (* ')*$,'>'+0 +-/- &0 /%( +&00 +-/*,')-0 *( F$*0*,.

•

A&3$0( *(-$0( )**$)'*$)- )*& /-,'- )* &0 /*,* )* &0 /0(+-,0 0+)*$ 0 &0 U$'*(')0) N0+'-$0& 00 <* 0&& (* &*( 0+,'<* $0 0/$*('( 0 &0 /0(+-,0? 00

)*,*/'$0 *& /-,'- )* &0 /*,*. L0 $'*(')0) (* *$+030 )*& /0$*- )*& +* -(,*'- 0& *(,)'-. •

D**$)'*$)- )*& ,0/0@- )* &0( /0(+-,0( &0( *(-$0( -,0$ - *$,*0&- *$ *& 0)$ )* &0 +0(0 - *$ >'$+0( -'0( - )* >0/'&'0*(.

2.2.ESTRATEGIAS DE MERCADO 2.2.1. C#n!+"# dl s$(i!i#. S'*$)- $ +-$+*,- *&0,'0/*$,* $*- *$ C-&-/='0? &-( (*'+'-( >$*0'-( 00 /0(+-,0(? (* +-$'*,* *$ $0 --,$')0) )* ='$)0 $ +-/&*,- (*'+'- **<'0& 00 0$'/0&*(? *$>-+0)- 0 30( 00 (-=*0(0 *& )*&-. S* =(+0 *(0&,0 *(,0 %+,'+0 00 )'>**$+'0&-( )* &-( (*'+'-( <* *$ &0 0+,0&')0) ='$)0$ 0&3$0( */*(0(? <* - &- 3*$*0& $- +-/*$(0 &0 0(*$+'0 )* *(,* (* <*')-.

E& (*'+'- =%('+0/*$,* *( )0&* $ )'3$- >'$0& 0 &0 /0(+-,0? E& (*'+'- +-/&*,- +-$('(,'% *$ ,0$(-,0 0 &0 /0(+-,0 )*()* *& &30 )-$)* (* *$+*$,0 *$ $ *>'3*0)- <* */',* +-$(*0 &-( +*-( - $ &0- $- /0;- 0 7 )0(? *(,- <'** )*+' <* (* )*=* *0&'0 /$'/- $ '0* 0 &0 (*/0$0 0& $,- )* +*/0+'5$. D**$)'*$)- *& (*'+'- <* *& +&'*$,* *(+-0 &0 /0(+-,0 (*% +*/0)0 '$)'')0& - *$ 3-? 00 0/=-( (*'+'-( (* -=(*<'00$ *+*)-( )*& **$,-. K0=% 0'-( /-)*&-( )* (>03'-(? 0 *&*++'5$ )*& )*@-? <* (* *$,*30% +-$ $0 $0 ('/=5&'+0 *$ *& +0(- )*& (*'+'- +-&*+,'-. S' *& (*'+'- *&*3')- *( *& '$)'')0& (* *$,*30% &0 $0 +-$ &-( *(,-( )* &0 /0(+-,0.

S* *,*$)* ->*+* )-( +&0(*( )* (*'+'-(? <* *$ &0 ('3'*$,* ,0=&0 (* )*(+'=*$

T0=&0 7

Cl&ss d s$(i!i# SERVICIO

DESCRIPCION

PRECIO

S*'+'- )* ,0$(-,* )*&

C*/0+'5$

+0)%* 0& (','- )* +*/0+'5$

P*<*@-  1#!.!!!

S*'+'- )* +*/0+'5$ <*

M*)'0$-  2!!.!!!

'$+&;* *$,*30 )* $0

G0$)*  2#!.!!!

('/=5&'+0 ; 1# *+-)0,-'-( +-$ &0 >-,- )* ( /0(+-,0 S*'+'- )* ,0$(-,* )*& +0)%* 0& (','- )* +*/0+'5$.

P*<*@-  "#!.!!!

S*'+'- )* +*/0+'5$

M*)'0$-  4!!.!!!

'$)'')0& <* '$+&;*

G0$)*  4#!.!!!

C*/0+'5$ &(

*$,*30 )* $0 +-$ &0( +*$'0( )* ( /0(+-,0 ; 2#

N#"&. F%n" E&0=-0+'5$ -'0.

2.2.2. Es"$&"/i&s d +$!i#. B0(0)- *$ &-( *+'-( )* /*+0)- )* &0 +-/*,*$+'0 (* *(,0=&*+'5 <* *$ -/*)'- *& (*'+'C*/0+'5$ P&( ,*$)0 $ *+'- )* *$,0 )*  4#!.!!! <* (* (',0 - )*=0- )* &0 +-/*,*$+'0 *$ $ 62. A& +-$(')*0 <* F*0*, *( &0 $'+0 */*(0 <* *0&'0 *(,0 +&0(* )* (*'+'-( *$ &0 +')0) )* B-3-,%? +-$ $ *+'- )* *$,0 -/*)'- )* 6#!.!!!.

ETAPAS DEL AIEN E(,* /:,-)- +-$('(,'% *$ $ )'(*@- '$(,++'-$0& 00 '$+&+0 *& *(', 0'*$ 0& *(-$0& )*()* &0 >-/0+'5$? ,0$,- &0=-0& +-/- /0$0. U$0 * *(,- (* 0;0 )*(0-&&0$)- ; ;0 ,*$'*$)- $ &)* *(-$(0=&* )* &0 >'&-(->0 )*$,- )* &0 */*(0? (* -+*)* +-$ &0 *0/'*$,0 )* *+-$-+'/'*$,- )* -=&*/0(? <* ('*/* *( $ =*$ $,- )* -'3*$ 00 '/&*/*$,0 $ -+*(- )* /*-0 +-$,'$0. L0 */*(0 '/&*/*$,0% *& /:,-)- 0'*$ ,*$'*$)- *$ +*$,0 &0( *,00( )*& +'+&- ('(,*/%,'+- 1. Pl&nii!&$ Pl&n E(,0 *,00 *( )* (*&*++'5$ )*& -=*,- )* /*-0? *$ *&&0 (* *&'+0$ &0( 0-$*( )* )'+0 *&*++'5$ ; (* )*>'$*$ $-( -=*,'-( +&0-( <* (* )*=*$ 0&+0$0. S',0+'5$ 0+,0& Q* *& +&'*$,* <*)* (0,'(>*+-( +-$ &-( (*'+'-( <* ->*+*/-( O=*,'-(  A@0)'*$)- 0&- 0& +&'*$,*  A+*,0$)- <* &0 +0&')0) &0 )*>'$* *& +&'*$,* 2. H&!$ D# E(,0 *,00 +-*(-$)* 0& ,0=0- )* +0/- )* &0 /*-0? +-$('(,* *$ -*(,0( )* (-&+'5$ ; %')0 '/&*/*$,0+'5$ )* &0( /*-0( )* /0;- '-')0). L-( 0(-( <* (* '$+&;*$ *$ *& 0+* (-$ P-*(,0( )* (-&+'5$  K0+'*$)- ='*$ &0( +-(0( 0 &0 '/*0 ; *',0 *+,'>'+0+'-$*( R*0&'0 &- *(*(,0) R*&0+'-$*( /,0/*$,* =*$*>'+'-(0( +-$ *& +&'*$,* ,. V$ii!&$ C5! E$ *(,0 *,00 (* )*=* +-/-=0 *& -=*,'- &0$,*0)- *$ *& &0$ *(*+,- 0 &0 (',0+'5$ '$'+'0& <* (* ')*$,'>'+5. P- *$)*? +-/-=0/-( <* (* *(,:$ 0&+0$0$)- &-( *(&,0)-( - *$ +0(- +-$,0'-&**/-( 0& K0+*. E(,* 0(- '$+&;* •

•

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M-$',-*0  A&'+0$)- $0 +&,0 )* +-&0=-0+'5$ ; 0,'+'0,'0 <* */',0 &0 +*0,'')0) ; &0 '$$-0+'5$ - 0,* )*& *(-$0& <* &0=-0 *$ $*(,0 */*(0. V*'>'+0  V*'>'+0 &0 +*0+'5$ )* *<'-( /&,')'(+'&'$0*( 4. A!"%&$ A!!i#ns E(,0 *( $0 *,00 >$)0/*$,0& *$ &0 /*-0 +-$,'$0? 00 0(*30$-( )* <* &0( /*-0( (* 0&'<*$ )* /0$*0 +-*+,'0 )**$)* )*& *(,%$)0  ->'+'0&'0+'5$ )* &0( /'(/0(. P00 -+*)* 0 &0 *(,0$)0'0+'5$ )*=*/-( 0=* +-/-=0)- <* &0( /*)')0( 0$ 0&+0$0)- &-( *(&,0)-( *(*0)-(? 0)*/%(? )*=*/-( &0$,*0$-( ('*/* &0 -('='&')0) )* (*3' /*-0$)- *& -=*,- )* 0$%&'('( •

•

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E(,0$)0'0+'5$

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A&'+0 ,0*0( *(*+>'+0( <* =(+0$ +/&' +-$ *& -=*,'- -*(,- <* +-$('(,* *$ )0 '-')0) 0& +&'*$,*? 0 ,*$)* 0 (( $*+*(')0)*( +-$ +0&')0) *$ (*'+'-( *$ &0 0'*)0) )* 0('(,*$+'0 <* -,0( */*(0 $- -(**$.

D* 0+*)- 0 &- 0$,*'- (* *0&'5 $0 *(,0,*3'0 )* *+'-( *$ &0 <* (* )*,*/'$5 $0 ,'&')0) /03'$0& 00 *& '/* (*'+'- )* " ; )*& (*3$)- (*'+'- )* "6? +-$(')*0$)&0( ('3'*$,*( 0'0=&*( T0=&0 

C&l!%l# d %"ilid&d )&$/in&l dl +$#9!"#. S*'+'-(

P*+'- P-/*)'-

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122.#64

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 144.644

"6?2

2.2.,. Es"$&"/i&s d +$#)#!i'n. L-( '$+'0&*( $,-( )* )'(,'=+'5$ (*%$ &0( *,*'$0'0(? )*=')- 0 <* (-$ *& /*)'- /%( *>*+,'- )* -/-+'-$0 *(,* (*'+'-. S-$ <'*$*( ,'*$*$ +-$,0+,- )'*+,- +-$ *& +&'*$,*? <'*$*( *)*$ 0+-$(*0&-(? ='*$ (*0 )* >-/0 **$,'0 - *0+,'0. P00 '$+*$,'0 *(,* +0$0& (* )0%$ =*$*>'+'-( *+-$5/'+-(? +-*(-$)'*$,*( 0 $ -+*$,0* )* &0 *$,0 *>*+,'0. E(,0( +-/'('-$*( - *$,0( *(,%$ *(,'/0)0( *$ $ # )*& ,-,0& )* &0 *$,0

S* 0-*+0%$ /*)'-( *&*+,5$'+-( /0('-( )* =0- +-(,- +-/- F0+*=-- ; T',,*? 0)*/%( )* +-$,0 +-$ $ (','- *= )-$)* (* -)% )0 ,-)0 &0 '$>-/0+'5$ *&0+'-$0)0 +-$ *& (*'+'-.

S* *0,'%$ >-&&*,-( -/-+'-$0&*( )* &-( (*'+'-( )* &0 */*(0 0 &0( *(-$0( <* 0('(,0$ 0 &0( +0&0( )* 0;)0 00 (*0 *& )*&-.

A +-$,'$0+'5$ (* /*(,0$ &-( +-(,-( 0$0&*( )* +0)0 $0 )* &0( *(,0,*3'0( )* -/-+'5$ <* (* &0$*0 ,'&'0.

T0=&0 9

Es"$&"/i&s d +$#)#!i'n. ITEM F-&&*,-( )* *(*$,0+'5$ C-/'('-$*( - *$,0( P*$)5$

CANTID #.!!! #

PRECIO  1!.!!! 

24.!!! TOTAL

   

TOTAL 1!.!!! 16.222.#!! 12!.!!! 16.#22.#!!

C-$ *& >'$ )* 0+* /%( *>*+,'0 &0 *(,0,*3'0 )* +-/'('-$*( - *$,0 *>*+,'0 <* $0 *,*'$0'0 *>'*0? (* *0&'0%$ **$,-( *$ &0( /'(/0( +0)0 )-( /*(*(? )'&30)0( - /*)'- )* &0( *)*( (-+'0&*(? *>-0$)- +-$ &-( -&0$,*( ; *$)-$*( <* (/'$'(,*$ '$>-/0+'5$ 0)'+'-$0& )* &-( (*'+'-( <* (* *(,0$.

2.2.-. Es"$&"/i&s d !#)%ni!&!i'n.

•

S* -;*+,0 $ (,0$) *$ &0 >*'0 )*& -30 00 /-(,0 0 &0( *(-$0( <* 0('(,0$ 0 *(,* **$,- *& (*'+'- )* **<'0( 00 /0(+-,0(. L0 0('(,*$+'0 0 *(,* **$,- <* (* *0&'0% )*& # 0& 22 )* (*,'*/=* )*& *(*$,* 0@- )0% $ '+- )* *$,0( <* (*% *0&0))*$,- )* &0 -;*++'5$ )* *$,0(.

•

L0 %3'$0 *= */','% 0 &-( +&'*$,*( +-$-+* *& -)+,- ; >0/'&'0'0(* +-$ :&.

•

S* '*$(0 *$ >,- 0$$+'0 *& -)+,- *$ *'(,0( *- )*=')- 0& 0&,- +-(,- )* $0 =&'+')0) *$ *(,0( *'(,0( *(,* ,*/ (* -(,*30% - $ *'-)- $- /0;- 0 " 0@-(. S* +-$(&,5 0& *)',- )* &0 *'(,0 )* A+-*? D. R-)'3- F-*-? *(,0 *( &0 0(-+'0+'5$ $0+'-$0& )* *,*'$0'-( ; --,*+$'(,0(? *(,0 *'(,0 *(,% )'(*(,0 0 +-&-+0 $0 =&'+')0) *$ &0 *'(,0 0 $ *+'- /%( 0++*('=&* <* *'(,0( +-$ /0;- -&0')0).

A +-$,'$0+'5$ (* /*(,0$ &-( )'>**$,*( +-(,-( 0$0&*( <* **(*$,0$ &0 *(,0,*3'0 )* +-/$'+0+'5$ )*& 0 */*(0

T0=&0 1!

Es"$&"/i&s d !#)%ni!&!i'n. ITEM R*'(,0 A+-* K-(,'$3 %3'$0 *= D'(*@- ; *&0=-0+'5$ 03'$0 *= A+,0&'0+'5$ ; /0$,*$'/'*$,- %3'$0 *= F*'0 )*& K-30 HC->*'0(

CANTID

PRECIO

TOTAL

4 1 1 12 1

 "#!.!!!  2#.!!!  4#!.!!!  "#.!!!  #.!!.!!!

    

1.4!!.!!! 2#.!!! 4#!.!!! 42!.!!! #.!!.!!!

TOTAL



.!9#.!!!

2.2.. Es"$&"/i&s d s$(i!i# •

U$- )* &-( 0(*+,-( /%( '/-,0$,*( 00 &0 */*(0 *( *& (*'+'- 0& +&'*$,*? ;0 <* 0& (* $0 */*(0 $*0 (* )*=* >')*&'0 0 &-( +&'*$,*( 00 <* 0( *&&-( 030$ -030$)0 >*0 )* &0 */*(0 ; *(,- +** $ *>*+,- =-&0 )* $'**.

•

D-&- 0*$- - &0 :)')0 )* &0 /0(+-,0 )* $*(,-( +&'*$,*(

•

U$0 )* &0( 0&'+0+'-$*( )* &0 03'$0 *= */','% -'$0 ; (3*' (-=* &- =*$- ; &/0&- )*& (*'+'-. K0=% $ =&-3 <* &*( */','% *(+'=' (( +-/*$,0'-(. A)*/%( )* *(,- &0 %3'$0 *(*$,0% '$>-/0+'5$ 0+*+0 )* &-( -0'-( ; &0( *(-$0( *$+030)0( )* )'+,0 &0( +0&0( )*& )*&-.

2.2.4. P$s%+%s"# d l& )!l& d )$!&d# P00 -)* +/&' +-$ &0( *(,0,*3'0( )* /*+0)- (* 0 )*,*/'$0)- *& ('3'*$,* *(*(,-? *$ &0 ('3'*$,* ,0=&0 (* *(/* &-( 30(,-( *$ &-( <* (* '$+'%$ 00 (&' &0( *(,0,*3'0( )* +-/$'+0+'5$ ; -/-+'5$.

T0=&0 11

P$s%+%s"# )!l& d )$!&d#. T'- *(,0,*3'0

ESTRATEGIAS DE COMUNICACIÓN

ESTRATEGIAS DE PROMOCION

C-$+*,R*'(,0 A+-* K-(,'$ % '$0 *= D'(*@- ; *&0=-0+'5$ 03'$0 A+,0&'0+'5$ ; /0$,*$'/'*$,- %3'$0 F*'0 )*& K-30 HC->*'0(

V0&-  1.4!!.!!!  2#.!!!  4#!.!!!  42!.!!!  #.!!.!!!

F-&&*,-( )* *(*$,0+'5$ C-/'('-$*( - *$,0( A(*(- +-/*+'0& P*$)5$

 1!.!!!  16.647.#!!  12.627.72!  12!.!!!

TOTAL

 "7.67!.22!

E& *(*(,- )* &0 /*+&0 )* /*+0)- *(,'/0 $ 30(,- 0$0& )* 2#.117.#!!? *(,* 30(,- $ 0*+* 0&,- (' (* ,-/0 *$ +*$,0 <* *(,%$ '$+&')0( &0( +-/'('-$*( - *$,0( )* ,-)- *& 0@- ; &0 0,'+'0+'5$ *$ *& (,0$) *$ &0 >*'0 )*& -30. D* &0 >*'0 (* *(*0 '$+*/*$,0 -;*++'-$*( )* *$,0( $ -+- /%( )* &- (0& - $ 0 )* /*(*(.

&0(

S* 0 *(,0=&*+')- $ +*+'/'*$,- /*,0 )* # /*$(0& 00 &-( /*(*( )* *$*- 0 (*,'*/=*? *& +0& *(,% *(0&)0)- - $0 +0/0@0 03*('0 )* /*+0)*-? /*)'0$,* *& '$+*$,'- *+-$5/'+- )* *$,0( *>*+,'0( 0 &0( *,*'$0'0( ; +0/0@0( *$ &0( *)*( (-+'0&*(. P00 -+,=*? $-'*/=* ; )'+'*/=* (* *,*$)* +*+* *$ $ 2!? 0('(,'*$)- 0 &0 >*'0 )*& -30. S* *(*0 <* *(,0 *('5$ *$0 0-'/0)0/*$,* 0 214.!!! *(-$0(? *$ &0 *)'+'5$ )*& 2!11 ,- $ *+-) )* '(',0( )* 2!.!!! *(-$0( <* >0+,0-$ *$,0( - $ 0&- )* 17.!!! /'&&-$*( )* *(-(. H,,- -&'.$*,? 2!1"

,. ANLISIS TECNICO OPERATIVO

,.1.OPERACIÓN ,.1.1. Fi!5& "3!ni!& dl s$(i!i#. E& (*'+'- <* ->*+* &0 */*(0 +-$('(,* *$ &0 *+*+'5$ )*& +*- )* &0 /0(+-,0 *$ *& &-+0&. P-(,*'- 0 *(-? (* 30)0 *$ $0 =-&(0 &%(,'+0 <* *( 0&/0+*$0)0 *$ $0 $**0 '$)(,'0&? +0)0 &$*( &-( +*-( (-$ &&*0)-( 0& =0'- (0$ B*$',- )-$)* (* *$+*$,0 &0 (*)* )-$)* (* *0&'0 &0 +*/0+'5$ ? 0&& (* )'')*$ &-( +*-( )**$)'*$)- )*& 0<*,* <* *& +&'*$,* 0;0 (*&*++'-$0)-? (' *( +*/0+'5$ '$)'')0& (* &* *(*+>'+0 0 &0 */*(0 )*)'+0)0 ; *&&-( (* *$+030$ )* *0&'0&-? *(,0( +*$'0( (-$ 30)0)0( *$ $ *+''*$,* 00 -(,*'-/*$,* ,0(0(0&-( 0 &0 $0 <* (*% *$,*30)0 0& +&'*$,* /'*$,0( ,0$,-? (* (-&'+',0%$ &-( (>03'-( *+-)0,-'-( )*& **$,- 0 &0 */*(0 <* 0 (')- (*&*++'-$0)0 00 0+*&-(? *& $/*- )* (>03'-( *$,*30)-( )**$)*% )*& 0<*,* (*&*++'-$0)- - *& +&'*$,* +0$)- &-( *(,-( - &-( (>03'-( (*0$ *$,*30)-(? *& 0(*(- +-/*+'0& )* &0 */*(0 *(,0% *$+030)- )* +-$,0+,0(* +-$ *& +&'*$,* 00 0+* *$,*30 )* *&&-(.

E& (*'+'- ,-/0% 0&*)*)- )* $0 (*/0$0? )**$)* *$ 30$ 0,* )* &0 */*(0 *$+030)0 )* &0 +*/0+'5$.

,.1.2. Es"&d# d ds&$$#ll# dl +$#9!"#. E$ *(,* /-/*$,- *& -;*+,- (* *$+*$,0 *$ ( >0(* )* )*(0-&&- * '$*(,'30+'5$ )* -('=&*( -**)-*(? /%( 0)*&0$,* (* /*(,0$ &-( +',*'-( ,'&'0)-( 00 &0 *&*++'5$ )* +0)0 $- )* &-( +&'*$,*( '$,*$-( )* &0 */*(0? 00 *(,- (* =(+5 0& /*$-( )-( */*(0( <* *0&'00$ +0)0 $- )* &-( *&*/*$,-( - '$(/-( <* +-/-$*$ &-( (*'+'-(.

,.1.,. Ds!$i+!i'n dl +$#!s#.

Il%s"$&!i'n 17. Ds!$i+!i'n dl +$#!s#. F*$,* E&0=-0+'5$ -'0.

RECECIONISTA

ASESOR COMERCIAL

CONTABILIDA

N-,'>'+0+'-$ )* &0

C--=-0+'-$ )*& &0$

V*'>'+0+'-$ )* &-( 03-(

TRANSPORTADOR

OPERARIO

I - *& +0)0* ; &&*0&- 0+'0 &0 >$*0'0

P*00 *& -$- 00 &0 +*/0+'-$

N-,'>'+0+'-$ 0& +&'*$,* )* &0 )'( -$'='&')0)

A3*$)0 +',0(

I$)'+0 0& - *0'-

B'$)0 $0 B*$0 0,*$+'- 0& +&'*$,*

E$,*30 &0( +*$'0( ; *+-)0,-'-

>&-30/0( )* =&-<* F*$,* E&0=-0+'5$ -'0.

R*+-3* &0 +*$'0( )*(*( )* &0 +*/0+'-$

,.1.-. N!sid&ds 9 $%$i)in"#s. P00 *& >$+'-$0/'*$,- )* &0 */*(0 (* ,'*$* *$(0)- +-$,0,0 &-( *&*/*$,-( <* +-/-$*$ &-( (*'+'-( ->*+')-( - &0 */*(0? 0$<* *$ *& >,- (* +-$(')*0 &0 -('='&')0)? )**$)'*$)- )*& )'$0/'(/- )*& /*+0)-? &0 +-/0 )* 0&3$-( )* *(,-( (*'+'-(? - **/&- *& -$- )* +*/0+'5$ ; $0 +0/'-$*,0 <* ('0 00 *& ,0$(-,* )* &-( +0)%**(. S'$ */=03-? 0& ,*$* $ &-+0& *( $*+*(0'- )-,0&- *$(0$)- *$ &0 0,*$+'5$ 0& +&'*$,*? *( - *(,- <* *& &-+0& )*=* (* 030)0=&* 0( +-/- &-( *&*/*$,-( <* 0%$ 0,* )*& /'(/-? $0 0,* '/-,0$,* ; <* ,0/=':$ $*+*(',0 $0 '$*('5$ *&*0)0 *( &0 +-/0 )*& *>'3*0)- )-$)* (* 0$ 0 0&/0+*$0 &-( +*-( )0$,* &0 (*/0$0? *(,* *>'3*0)- - $**0 '$)(,'0& ;0 >* +-,'0)- ; +*(,0 12.#!!.!!!? +*$,0 +-$ $0 +00+')0) )* !!3(? (*3$ &0 *$+*(,0 *0&'0)0 *(,0 $**0 *(,00 *$ +00+')0) /%'/0 )* *+'=' 17# (*'+'-( /*$(0&*( ; 0$0&/*$,* 0&*)*)- )* 21!! (*'+'-(.

,.2. COSTOS DEL SERVICIO P00 )*,*/'$0 *& +-(,- )* &-( (*'+'-( (* ,-/0-$ &-( )0,-( )* &0 *$+*(,0 ; (* *(,0=&*+'*-$ 0'0( +-$(,0$,*( •

R*0&'0 $ ,0$(-,* (*/0$0& 0& (','- *(+-3')- 00 &0 +*/0+'5$ *(,- -<* &0 +0$,')0) )* (*'+'-( *(*(,0)-( $- *+*)* &0 +00+')0) )* &0 $**0 '$)(,'0& ; ,0/-+*+*)* &0 +00+')0) )*& -$- )* +*/0+'5$.

•

E& -/*)'- )* *(- )* &-( +*-( <* *( )* 193?

•

L0 *(-$0 <* (* +-$,0+,- 00 *0&'0 &0 +*/0+'5$ '$('(,'5 *$ <* $- '/-,0=0 *& *(- )*& +*- 0& /-/*$,- )* +*/0&- (' *0 '$)'')0&? *(,- &- )'- -<* *& -$'30& (* *$)* +-$ $ +*- )* "3 +-/- +-$ $ +*- )* 2# 3? *( *& /'(/- -$,'&'0)-.

•

E& -/*)'- )* (*'+'- (*/0$0&*( *( )* 2.

T0=&0 1

C#s"#s !$)&!i'n. ITEM

PROVEEDOR

B-&(0

V



"!!



"!!

T0$(-,*

A)0&') &-3(,'+0 L'$030 S.A C-&)*&'*; S.A

  

1".!!! 11.!!! 1.!!!



1.!!!



7!."!!

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62.4!!

I/*(-( +-&-$'0& CTP S,)'- S*&*+,'-$

 

11.!!! 1".!!!

C*/*$,*'- +*$,0& C*/*$,*'- 6"

 

2".4!! 22.7!!

C*/0+'5$

S>03'-( U$0 ('/=5&' +0

HS0$ B*$',- HM-(<*0? S0$,0 A$0

PRECIO

TOTAL

N#"&. F*$,* E&0=-0+'5$ -'0.

SELECCIONADO





11.!!!

 

122."!!

T0=&0 19

C#s"#s C$)&!i'n Pl%s. ITEM

PROVEEDOR

B-&(0

V



"!!



"!!

T0$(-,*

A)0&') L-3'(,'+0 L'$003. S.A C-&)*&'*; S.A

  

1".!!! 11.!!! 1.!!!



1.!!!

C*/0+' 5$ '$)'') S>03'

HS0$ B*$',- HM-(<*0? S0$,0 A$0 I/*(-( +-&-$'0& CTP S,)'- S*&*+,'-$

U$0

C*/*$,*'- +*$,0& C*/*$,*'- 6"

PRECIO

SELECCIONADO

 1!.!!!  16!.!!! 



1#.!!! 



17.!!!

 

"9.!! "7.6!! TOTAL

 

2##.1!!

N#"&. F*$,* E&0=-0+'5$ -'0.

N- (* -;*+,0 +-/0 $0( - (>03'-( )*=')- 0 <* (-$ *(-$0&'0)0(? *& +&'*$,* *(+-3* +-&-? >-/0? ,*/'$0+'5$. L0( $0( +-/- &-( (>03'-( (* *)*$ *(+-3* *$ )'>**$,*( +-&-*(? ,'-( )* &*,0(? 0)-$-(? *,+.

-. ORGANIACIÓN M'('5$ S-/-( $0 +-/0@0 +-/-/*,')0 *$ (0,'(>0+* ,-)0( &0( $*+*(')0)*( )* $*(,-( +&'*$,*( +-$ '$,*3')0)? )'3$')0) ; (*'*)0). F$*0'0 )*(+0$(- 0/'30=&* (* +-/&0+* *$ ->*+* $ (*'+'- )* 0&,0 +0&')0) /-0& ; (*$('='&')0) /0$0? 00 ='$)0 +-$(*&- *$ &-( /-/*$,-( /%( )'>+'&*( . V'('5$ N*(,0 '('5$ *( +-$*,'$-( *$ $ /-)*&- */*(0'0& &)*? *',-(- ; +-/-/*,')- 0& -3*(+-$,'$-? /*)'0$,* *& (*'+'- 0 &0( >0/'&'0( <* 0,0'*(0$ - &-( +-$>&'+,-( <* --+0 &0 :)')0 )* $0 /0(+-,0. V0&-*( C--0,'-( •

•

•

•

•

•

•

C-/-/'(P->*('-$0&'(/C/&'/'*$,E/0,0 S*$('='&')0) K-$*(,')0) K/0$')0)

-.1.

ANLISIS DOFA

A +-$,'$0+'5$ (* /*(,0 $ 0$%&'('( )* &0 /0,' DOFA. T0=&0 22

Análisis DOFA. D*='&')0)*( HD

A/*$00( HA

A('3$0+'5$ &'/',0)0 )* *+(-( >'$0$+'*-( 00 *0&'0 -*0+'5$. E& /*+0)- $- ,'*$* +-$-+'/'*$,)* &0 */*(0. E& '$+/&'/'*$,- *( $0 +&,0 *$ 0&3$0( */*(0(? -)0$ *(* 0>*+,0)&-( ,'*/-( )* *$,*30 0 +0(0 )* &0 ,*+*'0+'5$.

E/*(0 ('$ ,0;*+,-'0 *$ *& /*+0)-. L0 +0$,')0) )* -**)-*( )* (*'+'-( )* +*/0+'5$ *( &'/',0)0. E& /*+0)- )* &0( /0(+-,0( +*+* +0)0 0 )0? 0( +-/- &-( (*'+'-( <* (* ->*+*$ 00 *(,* /*+0)V&$*0='&')0) 0$,* *& +-/*,')- '$+'0&. C0/='-( *$ &0 &*3'(&0+'5$

O-,$')0)*( HO

E(,0,*3'0( HOD

E(,0,*3'0( HOA

A3*30)-( /0+-*+-$5/'+-( >0-0=&*( ,0&*( +-/-. U$ PIB -/*)'- )* 4.6 *$ &-( &,'/-( ,*( 0@-(? '$>&0+'5$ 2.44? ,0(0 )* '$,*:( 19.2" ; ,0(0 )* )*(*/&*- )* 1!.4 0 2!12. E& )*+*,- 2676 )*& 2!!!. P-+0 +-/*,*$+'0 *$ *& /*+0)-? S-&- *'(,* $ +-/*,')- +&00/*$,* ')*$,'>'+0)- ; <* ->*+* (*'+'-( ('/'&0*(. C:)',-( )* >-/*$,- 00 &0 +*0+'5$ )* */*(0( - 0'-( -30$'(/-( ; *$,')0)*( +-/- >-$)- */*$)* HSENA? B-3-,% E/*$)* )* &0 +%/00 )* + -/*+'- )* B-3-,% ; &0 0&+0$)0? R*) )* */*$)*)-*( H>$)0+'5$ B00'0 ; Q'*- +*0 /' */*(0 HF$C--/*0.

G*$*0 +0',0& )* ,0=0- +-$ +:)',-( )* >-/*$,- +-$ &0( *$,')0)*( <* 0-;0$ 0 &-( */*$)*)-*(. E(,0=&*+* *(,0,*3'0( )* -/-+'5$ ; *+'-. G*$*0 +-$+'*$+'0 +')0)0$0 /*)'0$,* &0( *)*( (-+'0&*(? )*& ,0,- )* &0( /0(+-,0( /*,0(? =0(0)- *$ &0 $-/0. E(,0=&*+* +&0(&0( *+$'0'0( *$ &-( +-$,0,-( )* ,*+*'0+'5$.

U,'&'0 0(*(-0 )* >$)0+'-$*( ; =(+0 *)0( )* $*3-+'-(. P*(,0 $ (*'+'- )'>**$+'0& 0 $ /*$- +-(,- >*$,* 0 &0 +-/*,*$+'0. U,'&'0 *)*( (-+'0&*( 00 )'>$)' =&'+')0).

F-,0&*0(

E(,0,*3'0( HDF

E(,0,*3'0( HFA

HF B00

S/'$'(,0 $ (*'+'- )* +0&')0)? *&0=-0$)- /0$0&*( )* -+*)'/'*$,-(. C-$(,',' ; &*30&'0 &0 */*(0.

E$ *& +-,- &0- (* 3*$*00$ '$$-0+'-$*( *$ *& (*'+'- <* (* *(,0 0+,0&/*$,*? *0&'0$)- ,0&&**( )* (*0+'5$ )*& )*&-.

I$*('5$. S'$ *$)*)0/'*$,-? &-( (-+'-( 0-,0$ *& ,-,0& )* &0 '$*('5$. P*+'-( +-/*,','-( *$ *& (*'+'- &(

N#"&. F*$,* E&0=-0+'5$ P-'0.

64 E$ C-&-/='0 *'(,*$ *$,')0)*( <* 0-;0$ *& */*$)'/'*$,-? +;- -=*,'- *( '$+*$,'0 &0 +*0+'5$ )* -;*+,-( -)+,'-(? >0+'&',0$)- $ +0',0& (*/'&&0 00 &0 *(,0 *$ /0+0.

E$,')0)*( )*& 3-='*$- +-/- *& S*$0 +-$ *& >-$)- */*$)*? - B-3-,% E/*$)* )* &0 +%/00 )* +-/*+'- )* B-3-,% ; &0 0&+0$)0? - *$,*( '0)-( +-/- &0 >$)0+'5$ B00'0? +-$ ( -30/0 R*) )* */*$)*)-*( - Q'*- +*0 /' */*(0 )* F$C--/*0.

N- (-&- (* ,0,0 )* >'$0$+'0/'*$,-? (* ,0,0 )* $0 0+-/0@0/'*$,- *(-$0&'0)- /*)'0$,* 0(*(-0(? +0&0( ; +00+',0+'-$*(? (* *0&'0$ >--( ; >*'0(.

I$'+'0&/*$,* (* )*=* >-/&0 $ &0$ )* $*3-+'-? (*3')- )* $0 *0&0+'5$ <* $0 * 0-=0)0? -+*)*$ 0 *0&'0 &0 0('3$0+'5$ )* &-( *+(-( $*+*(0'-( ; -(,*'- &*30&'0+'5$ )* &0 )-+/*$,0+'5$ *<*')0 - &0 *$,')0). P00 &0 *(,0 *$ /0+0? *& -;*+,- ,'*$* $0 *,00 )* 0+-/0@0/'*$,- ; (*3'/'*$,-? <* =(+0$ /*)' *& +/&'/'*$,- )* '$)'+0)-*( *(,'&0)-( 00 ,-/0 &0 )*+'('5$ )* *)' **/=-&(- - +-$)-$0 &0 )*)0.

-.2.

ORGANIGRAMA

#erente

ontabilidad

Area oerati!a Area de co+ras

Area de Area de ser!icio Area de /nanas ad+inistraci,n  !entas

er!icios 'enerales

Asesor co+ercial

Il%s"$&!i'n 2>. O$/&ni/$&)& F*$,* E&0=-0+'5$ -'0.

E& %*0 )* +-/0(? 0)/'$'(,0+'5$ ; >'$0$0( (*%$ *+*)')0( - *& 3**$,*? *& %*0 )* (*'+'- ; *$,0( (* *$+*$,0 0 +03- )*& 0(*(- +-/*+'0&? &0 +-$,0='&')0) )* &0 */*(0 (* 0 0 ,*+*'0 ; (* &0$*0 +-$,0,0 0 $ +-$,0)- +-$ $ 03- /*$(0& )* 9!!.!!!. A)*/%(? (* *$+*$,0 $ %*0 -*0,'0 <* /0$*0 *& 0(*- )*& &-+0& ; &0 /0$'&0+'5$ )* &-( +0)%**(. A +-$,'$0+'5$ (* *$+*$,0$ ,0$,- &-( *>'&*( +-/- &0( >$+'-$*( )* +0)0 $- )* &-( +03-( $*+*(0'-( 00 */*0 &0 -*0+'5$ )* &0 */*(0.

-.,.

PERSONAL ADMINISTRATIVO

-.,.1. G$n". &.".1.1. )erfil.

S* *<'** $0 *(-$0 ->*('-$0& *$ +0*0( 0)/'$'(,0,'0(? +-$ /$'/- )-( 0@-( )* **'*$+'0 *$ +03-( 3**$+'0&*(? +-$ *+*&*$,* *(*$,0+'5$ *(-$0&? )'$0/'(/-? '$'+'0,'0? >&')* *=0&? *+*&*$,* *)0++'5$ ; -,-30>0.

&.".1.2. (unciones

F$+'-$*( )* P&0$*0+'5$? -30$'0+'5$? )'*++'5$ ; +-$,-& )* -+*(-( >'$0$+'*-

•

0)/'$'(,0,'- )* &0 */*(0. D*=*% *0&'0 *(*(,-(? >&- )* +00? *(,0)- )* >*$,*( ; 0&'+0+'5$ )* (-(?

•

'$*('-$*(? '$>-/0+'5$ +-$,0=&*? /0$,*$'/'*$,-? +-$,0&-0 )* *+(-( ; -;*+,-( )* +-$(,++'5$. S* *$+030% )* &0 (*&*++'5$? +-$,0,0+'5$ ; +00+',0+'5$ )*& *(-$0& 0)*+0)- 00 *&

•

)*(0-&&- )* &0( >$+'-$*(. E&0=-0 *(,0,*3'0( *>'+'*$,*( *$ *& /0$*- ; +--)'$0+'5$ )* &0 =(<*)0 ;

•

->$)'0+'5$ )*& /*+0)-. •

D*=* -,'/'0 ; 3*(,'-$0 &0 0)*+0)0 0)/'$'(,0+'5$ )* &-( *+(-( )* &0 */*(0.

-.,.2. Ass#$ !#)$!i&l. &.".2.1. )erfil

D*=* (* ->*('-$0& - *(,)'0$,* )* &,'/-( (*/*(,*( )* +0*0( +-/- A)/'$'(,0+'5$ )* */*(0(? M*+0)*- ; =&'+')0)? +-/$'+0+'5$ (-+'0&? *)* (* $0 *(-$0 +-$ **'*$+'0

*$ *$,0 )* '$,0$3'=&*( - *+':$ *3*(0)-? ')*0& **'*$+'0 *$ 0,*$+'5$ 0& =&'+-? )*=*% (--,0 *& ,0=0- =0- *('5$? *+*&*$,* *(*$,0+'5$ *(-$0&? -'*$,0+'5$ 0& &-3- ; *(', */*$)*)-.

&.".2.2. (unciones •

C-$-+* &-( (*'+'-( )* &0 */*(0.

•

A(*(-0 ; (-=* ,-)- *(++0 )* /0$*0 0,*$,0 +0)0 $- )* &-( -,*$+'0&*( +&'*$,*(.

•

M0$,*$* +-$,0+,- */0$*$,* +-$ &-( +&'*$,*(. D*=*% /0$,*$* $0 =(<*)0 */0$*$,* )* $*-( /*+0)-( - (*'+'-(

•

+-/&*/*$,0'-(. L&0/0 0 &-( +&'*$,*( +0$)- *(,: &'(,- *& (*'+'- ; *(-&* +0&<'* '$<'*,) <* ,*$30

•

*& +&'*$,*. •

D'&'3*$+'0 ; *0&'0 $ '$>-/* (*/0$0& )* &0( *$,0(.

•

R*0&'0 ; 0+,0&'0 $0 =0(* )* )0,-( )* +&'*$,*(.

•

C/&' &0( /*,0( *(,0=&*+')0( *$ *& *(*(,- )* *$,0(.

-.,.,. S$(i!i#s Gn$&ls. &.".".1. )erfil.

K-/=* +-$ **'*$+'0 *$ (*'+'-( 3*$*0&*(? *>*'=&*/*$,* =0+'&&*. D*=* ,*$* 0+,',) 00 *& (*'+'- ; =*$-( /-)0&*(. &.".".2. (unciones •

V*&0 - &0 &'/'*0 ; -)*$ )* &0( )**$)*$+'0( )* &0 */*(0.

•

M0$'&0 ; 0&'(,0 &-( +0)%**( *$ *& /-/*$,- )*& ,0$(-,*.

•

C/&' +-$ &0 -30/0+'5$ <* (* 030 00 &0( ,0*0( )* &'/'*0.

•

D*(0-&&0 &0( &0=-*( -'0( )* $0 *(-$0 *$+030)0 0 &-( (*'+'-( 3*$*0&*(.

G**$,*

A*0 )* -*0+'-$*

A*0 )* +-/0(

S*'+'-( 3*$*0&*(

C-/0 *&*/*$,-( 00 *& )*(0-&&&- )* 0+,'')0)*(

S*'+'- ; *$,0(

C-$,0='&')0)

C-$,-&0 *& /-'/'*$,)*& *>*+,'- )*& 0 */ *(0

B'$)0 -)+, <* *(,0/-(

-.-. ASPECTOS LEGALES -.-.1. Ti+# d s#!id&d. T0=&0 2"

Ti+#s d s#!id&d. R05$ (-+'0&

EL ULTIMO ADIOS S.A.S

N/*- )* (-+'-(

1 *$ 0)*&0$,*

C-$(,',+'5$

D-+/*$,- '0)- -

E.U. 1 *$ 0)*&0$,*? *)* (* *(-$0 $0,0& D-+/*$,- '0)- - =&'+-

E(*+'>'+0)- *$ *& )-+/*$,- )* +-$(,',+'5$

E(*+'>'+0)- *$ *& )-+/*$,)* +-$(,',+'5$

C0',0&

D*,*/'$0)- - *& $/*)* 0++'-$*(

D*,*/'$0)- - *& 0&- )* &-( 0-,*(

D'(-&+'5$

P- >0&&0 - *(,0=&*+')- *$ *& +-$,0,-

P- >0&&0 - *(,0=&*+')- *$ *& +-$,0,-

D0+'5$

R*(-$(0='&')0)

S-&- - *& /-$,- )* &0( 0++'-$*(

N#"&. F*$,* E&0=-0+'5$ -'0.

S-&- &-( ='*$*( <* (*0$ 0-,0)-(

-.-.2. P$)is#s. L0 &*; *')'5 *& )*+*,- 2676 )* )'+'*/=* )*& 2!!! )-$)* *3&0/*$,0 *$,* -,0( +-(0( &0 3*(,'5$ '$,*30& )* *(')-( 0$0,-/-0,-&53'+-(? (*3$ *& 0,+&- 12? $/*0& 2 (-&- */*(0( +*,'>'+0)0( - *& M'$'(,*'- )*& M*)'- A/='*$,* *)*$ /0$'&0 *(')-( 0)'-0+,'-(? *(')-( *&'3-(-( ; *(')-( </'+-(? &-( +*-( '$*,*( $- 0+*$ 0,* )* *(,* 3- ; - ,0$,- $- )*=* (-&'+',0(* $'$3$ ,'- )* */'(- - 0,* )*& *$,* *$+030)- *$ *(,* +0(- *& M'$'(,*'- )* M*)'- A/='*$,*. L0 &*; +-$,*/&0 <* &-( *(')-( $- *&'3-(-( )-$)* (* *$+*$,0$ - **/&- *(')-( ='-)*30)0=&*(? *+'+&0=&*(? '$*,*(? *,+. )*=*$ (* &&*0)-( 0 $ *&&*$- (0$',0'- - )0&*( $ /0$*- )* 0+*)- 0 ( -'3*$.

E$ +0$,- 0 *(,* -;*+,- (* '$,*$,5 *3$,0 0 0'0( *(-$0( *- +-/- $- (* *$+*$,0$ /+0( */*(0( )*)'+0)0( 0 *(,* (*'+'- $- (* *$+-$,5 *3&0/*$,0+'5$ 0&3$0 - */'(-( $*+*(0'-( 00 *& -=*,- '$+'0& )* &0 */*(0? -,- (*0 *& +0(- (' &0 */*(0 *0&'0% &0 '$+'$*0+'5$ )*& +*- - (* )*)'+0% 0 &0 ,0$(-,0+'5$ )*& /'(/-? &0( */*(0( +-$ &0( +0&*( (* +-$,0+,- ,'*$* ,-)0 &0 '$>-/0+'5$ 0+*+0 )* <* 0$ 0 ,0$(-,0 * '$('(,'*-$ *$ (0=* )* */'(-( ; )*/%( *<*'/'*$,- )* &0 &*;.

C0=* 0$-,0 <* *(,0 */*(0 0& +-$,0,0 &-( (*'+'-( )* +*/0+'5$ ; ,0$(-,* )* &-( +0)%**(? $- $*+*(',0 */'(-( *(*+'0&*(? *- (' (* 0 0 +*+'-0 ; +*,'>'+0 <* &0( */*(0( +-$ &0( <* (* ,-/*$ *& (*'+'- ,*$30$ &-( */'(-( $*+*(0'-( 00 *0&'0 *(,0( &0=-*(.

EVA EVALUAR PROCESOS ORGANIZACIONALES

•

•

•

•

YL0 */*(0 +-/- *(,% >-/*$,0$)- *& )*(0-&&- )* (( +00+')0)*( +-/- -'+'0$ $0 0+,',) -(','0 0$,* *& ,0=0- 00 <* +-&0=-*$ +-$ ( +*0,'')0) 0 &0 /*-0 +-$,'$0 Q* ,'- )* +0$0&*( )* +-/$'+0+'5$ (0$ 00 <* &0 '$>-/0+'5$ )* )'*++'5$ &&*3* ('(,*/%,'+0/*$,* 0 &0( *(-$0( ;? '+**(0? <* (( (3**$+'0( ;- *+&0/0+'-$*(... (*0$ 0,*$)')0( - &0 )'*++'5$. C-/- *( &0 )'(,'=+'5$ )* *(-$(0='&')0)*( ; )* >$+'-$*( <* )*=* -('='&',0 *& ,0=0*$ *<'-? C-/- (* -,*$+'0 &0 '$'+'0,'0 ; +*0,'')0) )* &0( *(-$0( 00 <* (* ('*$,0$ *(-$(0=&*( )* ( ,0=0-.

NOTA

E(,0 */*(0 $- *<''5 *& -+*(- )* &0 *'$3*$'*0 -<* *( $*0 * '$$-0)-0

7"

. IMPACTOS

P('+-&53'+-( L0( /0(+-,0( 0$ 0(0)- 0 (* $ /'*/=- /%( )* &0 >0/'&'0? (* +-$','*-$ *$ *<*@-( =*=*( <* *<'**$ )* +')0)-( *,*$0$,*( ,0&*( +-/-? 0(*-( *$ &0( /0@0$0( ; *$ &0( $-+*(? +-/')0 *(*+'0&/*$,* +*0)0( 00 *&&-(? $ *$,*$0/'*$,- - +'0$0 +-/- 0&3$-( &- &&0/0$? 0+-/0@0)- )* /+0 0+'*$+'0. P*- ,-)-( *(,-( +')0)-( ; *(>*-( (-$ ='*$ *+-/*$(0)-( +-$ *& 0/- ; &0 +-/0@0 <* ='$)0 0 (( 0/-(. E( - *(,- <* (* * '/0+,0)0 0 &0 >-/0 )* )0 *& &,'/- 0)'5( )* *(,-( (**( 0/0)-(? - 0,* )* (( )*@-(.

A/='*$,0& E& (- '$0)*+0)- )* &0( /0(+-,0( /*,0(? *)* 3*$*0 '/0+,-( $*30,'-( *$ &0 (0&) =&'+0 * '$+/&'/'*$,- 0& )*+*,- 2676 )*& 2!!!? )* *(,0 >-/0 *(,* -;*+,- =(+0 3*$*0 +-$+'*$+'0 0 &-( -'*,0'-( )* /0(+-,0? (-=* &0( +-$(*+*$+'0( )*& )*(+-$-+'/'*$,)* &0( $-/0 ; 0>*+,0+'5$ )*& *$,-$-.

S-+'0&*( &0 +*0+'5$ )* $0 */*(0 *,*$)* *,'=' * '$+*$,'0 $*0( >-/0 )* ,0=0+-$,'=;*$)+-$,'=;*$)- 0 &0 +*0+'5$ +*0+'5$ )* ,0=0-( ,0=0-( )'*+,-( )* " *(-$0( ; $ 0-'/0)- )* 1! )* >-/0 '$)'*+,0.

4. CONCLUSIONES

E& -;*+,- *( '0=&* )*()* *& $,- )* '(,0 (-+'0& ; *+-$5/'+-? -<* (&* $0 $*+*(')0) 0*/'0$,* *$ &0 -=&0+'5$ )* &0 +')0) )* B-3-,%. G0+'0( 0 <* &0( /0(+-,0( *$ &-( &,'/-( ,'*/-( (* 0$ +-$*,')- *$ $ /'*/=- /%( )* &0 >0/'&'0? ( :)')0 +0(0 $ 30$ 0+- *$ &0 >0/'&'0 <* )*(*0 (&'&- +-$ $ -/*$0* 5(,/- 0 ( >0&&*+')- 0/'3-.

6. REFERENCIAS BIBLIOGRAFICAS

Ateort)a . #o+e .  "roco . $2007. a in)encia de las +ascotas en la !ida )+ana. Revista Colombiana de Ciencias Pecuarias  377 - 386. banrep . $s... ec)erado el 10 de 07 de 2013 de

tt::;;;.banre.'o!.co:es:seriesestadisticas:see
=)nio de 2013 de tt::es.;i&iedia.or':;i&i:it)al http://voxpopuli.net. $7 de =)nio de 2013. ec)erado el 6 de =)lio de 2013 de

tt::!o>o)li.net:la- eria-del-o'ar-c)+le-30-anos: Secretaria de Cultura recreacion y deporte . $1 de ?nero de 2013. ec)erado el 12

de @ebrero de 2013 de tt::;;;.c)lt)rarecreaciondeorte.'o!.co:ortal:node:133 www.colombia.costasur.com . $s... ec)erado el 24 de

Maro de 2013 de tt::colo+bia.costas)r.co+:es:bo'ota.t+l www.dane.gov.co. $1 de @ebrero de 2012. ec)erado el 26 de Maro de 2013 de

tt::;;;.dane.'o!.co:/les:in!esti'aciones:boletines:ic:bol
?nero de 2013 de tt::datos.banco+)ndial.or':indicador:N.#BP.PAP.B:co)ntries:"C dislaDdea)lt www.fenalco.com.co. $s... ec)erado el 7 de ?nero

de 2013 de tt::;;;.enalco.co+.co:contenido:934. www.inec.gob.ec . $2012. ec)erado el 23 de Maro de

2013 de tt::;;;.inec.'ob.ec:estadisticas:EN:co<+etal.C idD43420.06.06

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