La Evaluación Externa y el Análisis Competitivo

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La Evaluación Externa y el Análisis Competitivo

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ACTIVIDADplanificación

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Bakus y Johnston que

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UNIVERSIDAD PRIVADA ANTENOR ORREGO

ESCUELA DE INGENIERÍA DE COMPUTACIÓN Y SISTEM Sign up to vote on this title

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Escenario convencional FRONTERA

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GOBIERNO

ORGANIZACIÓN

ENTORNO NACIONAL

 Sign up to vote on this title INFLUENCIA: MERCADO CLIENTES Useful  Not usefulPOLITICA / LEG NACIONALES ECONÓMICA / F

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Escenario globalizado

INFLUENCIA ENTORN

GOBIERNOS


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Escenario Competitivo - El Entorno • • • • •

Globalización de los mercados Economía libre mercado Desaparición de barreras y proteccionismo


Privatización empresas

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Escenario Competitivo -La Organización • • • • •

Gestión operativa poco innovadora Tecnología y know-how (Conocimientos) atrasados. Gestión administrativa no adecuada al entorno. Sign up to vote on this title  Useful Productos, Bienes y servicios no innovadores.

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Competencia solo basada enYou're precios y no con calidad y costos. Reading a Preview

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Objetivos


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PRODUCTIVIDAD


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La nueva economía y los nuevos paradigmas NUEVA TECNOLOGIA • Nuevas metas para la TI • Computación en redes, Centrada en usuario y abierta Sign up to vote on this title 

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El Nuevo Orden Geopolítico

• Un mundo multipolar • Un mundo cambiante


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La Nueva Tecnología

Tres cambios cambios críticos en la aplicación de la TI: Sign up to vote on this title

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Cambi Ca mbioo 1.- de compu computac tación ión per person sonal al a trabaj trabajos os grupa grupales les - de las las p

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El Nuevo Ambiente de las Organizaciones Son diez los manejadores fundamentales de este nuevo ambiente 1.- La productividad del conocimiento 2.- La calidad


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Reading a Preview 3.- La rapidez de respuesta alYou're mercado

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La Nueva Organización ORGANIZACIONES

JERÁRQUICA CERRADA

1. Estructura

1. Jerárquica

2. Panorama

2. Interno/cerrado

3. Enfoque recursos

3. Capital

4. Estado

4. Estático/ estable You're Reading a Preview

ABIERTA ENL 1. Enlazada

 Sign up to vote2.on Externo/abierto this title

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useful 3.NotHumanos/i informaci

4. Dinámico/ cambiante

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Modelo Secuencial del Proceso Estratégico Auditoría Externa FORMULACIÓN / PLANEAMIENTO

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Entorno Lejano Entorno Cercano

Auditoría Externa Global Región País Sector

IMPLEMENTACIÓN / DIRECC

Análisis PESTE (Politico, Económico, Social, Tecnológico, Ecológico)

Análisis

Factores Clave Éxito

Competidores


 Intereses Organizacionales

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Estructura Organizacion

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Marco de análisis del Entorno

ENTORNO INTERNACIONAL ALINEAMIENTO ESTRATÉGICO GLOBO REGIÓN

Nexos Bilaterales Transacciones de Mercadeo

Mecanismos  AMBIENTE NACIONAL Sign up to vote on this Multilaterales title Estrategia y Políticas del Gobierno  Useful  Not useful Industrias Mundiales AMBIENTE DE LA


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La Evaluación Externa

 Sign up toen vote una on this title eres más rápido que tu competidor, estás situación d  Useful ” Not useful y si sólo eres la mitad de rápido, estás liquidado. —George Salk— You're Reading a Preview

“Si no

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La Evaluación Externa La Auditoría Externa de la Gestión Estratégica consiste en: • La Exploración del entorno • El Análisis de la industria

El entorno está fuera del control inmediato de laupempresa. Sign to vote on this title 

La auditoría externa revela:

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La Evaluación Externa Fuerzas Externas Clave Siete (7) categorías amplias: •


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Fuerzas políticas, gubernamentales y legales (P) You're Reading a Preview

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La Evaluación Externa Competidores Análisis Político Económico Social Tecnológico

Proveedores Acreedores Distribuidores


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Clientes / Consumidores You're Reading a Preview Complementadores

Factores E 

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Oportunid

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La Evaluación Externa Procedimiento de la Auditoría Externa • • • •

Involucrar al mayor número posible de gerentes y funcionarios clave.  Buscar información política, económica, social, tecnológica, y ecológic Sign up to vote on this title  Usefulcompetidores.  Not useful Reunir la información relevante de los principales Hacer seguimiento de la información relevante en diversas fuentes: You're Reading a Preview

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Evaluación del Riesgo del País

1=b 100 = Puntaje (

Factor 1. Estabilidad Política 2. Consideraciones Monetarias


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02 PLANEAMIENTO


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Perfil de las Oportunidades y de las Amenazas Entorno (POAA) Factores

Políticos Económicos Sociales Tecnológicos Ecológicos Competitivos

Impacto del Factor

Importancia del Factor


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La Evaluación Externa

Los Factores Externos Claves Varían con el tiempo & Varían de acuer industria Son: Sign up to vote on this title

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Importantes para el logro de los objetivos de largo plazo You're Reading a Preview y control • Medibles para evaluación •

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La Evaluación Externa Ejemplos de Factores Externos Claves: Participación de mercado Sign up to vote on this title • Alcance de los productos de los competidores  Useful  Not useful • Economías mundiales You're Reading a Preview y cuentas clave • Ventajas del propietario •

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1.- Fuerzas Políticas, Gubernamentales y Lega • • • • • • •

Regulaciones gubernamentales Cambios en la legislación arancelaria Tarifas especiales Comités de Acción Política Sign up to vote on this title Tasas de participación electoral  Useful  Not useful Número de patentes Cambios en las leyes You're de patentes Reading a Preview

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2.- Fuerzas Económicas (I) • • • • • •

Disponibilidad de crédito Nivel de ingreso disponible Tasas de interés Tasas de inflación y devaluación Sign up to vote on this title Tasas del mercado monetario  Useful  Not useful Déficit del presupuesto fiscal You're Reading a Preview

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2.- Fuerzas Económicas (II) • • • • •

Factores de importación/exportación Fluctuaciones en la demanda de bienes/servicios Diferencias de ingreso por región/cliente Sign up to vote on this title Fluctuación de precios  Useful  Not useful Exportación de mano de obra y capital You're Reading a Preview

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3.- Fuerzas Sociales, Culturales y Demográficas • • • • • •

Tasas de nacimiento Tasa de mortalidad Número de grupos de interés Número de matrimonios y divorcios Sign up to vote on this title Número de nacimientos y muertes  Useful  Not useful Tasas de migración y emigración You're Reading a Preview

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3.- Fuerzas Sociales, Culturales y Demográficas •

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Hábitos de compra Valores y ética Igualdad racial Nivel promedio de educación Sign up to vote on this title Reglamentación gubernamental  Useful  Not useful Actitudes hacia atención al cliente You're Reading a Preview

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5.- Fuerzas Ecológicas y Ambientales

Conservación de energía • Cultura de reciclaje Sign up to vote on this title • Manejo de deshechos  Useful  Not useful • Contaminación del aire, del agua y de las tierras •


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6.- Fuerzas Competitivas (I) Identificación de las empresas rivales y sus Fortalezas Sign up to vote on this title • Debilidades  Useful  Not useful • Capacidades Distintivas Ventajas Competitivas You're Reading a Preview •

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6.- Fuerzas Competitivas (II)

Las Empresas más competitivas cuentan con siete características defini Sign up to vote on this title

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Participación del mercado

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Entienden de qué trataYou're su negocio Reading a Preview

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Ciclo de Vida de la Industria Ventas Anuales

Emergente

Crecimiento

Madurez

Declinació


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Ciclo de Vida de la Industria


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Las fuerzas que conducen la competencia en industria: Modelo de las 5 fuerzas competitivas de Desarrollo potencial de productos sustitutos Sign up to vote on this title

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Marco de Referencia para el análisis de la Industria Proveedores Fuentes de poder de negociación:

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Costos cambiantes Diferenciación de insumos Concentración d e proveedores Presencia de insumos s ustitutos Importancia del volumen para proveedores Impacto de insumos sobre costo o diferenciación Amenaza de integración hacia delante o hacia atrás Costo relativo de compras totales en la industria

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 Participantes nuevos Barreras de entrada:

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Competidores de la Industria Factores que afectan la rivalidad:


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Estructura y ciclo de vida de la industria Estructura de la Industria Entorno

Naturalez  Competen


• Político/ Legal

Poder proveedores Useful

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Poder You'recompradores Reading a Preview

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Estructura y ciclo de vida de la industria

Competencia perfecta

Oligopolio

Duopolio


Concentración

Muchas organizaciones

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useful Pocas  Useful  NotDos organizaciones organizaciones


org

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Evaluación externa ENTORNO Sign up to vote on this title

ANÁLISIS PESTEC

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M. EFE

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ANÁLIS COMPETIDO

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Evaluación del Entorno (EFE) Matriz para la Evaluación del Factor Externo Resumir y evaluar: Sign up to vote on this title

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1. Político

3. Social

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4. Tecnológico

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Análisis Competitivo de la Industria 1. Tasa de crecimiento potencial de la industria (en términos reales) 0-3% 6-9% 12-15%

18-21%

Documents

3-6% Sheet Music


9-12%

> 21%

15-18%

2. Facilidad de entrada de nuevas empresas en la industria : : : Ninguna barrera

:

:

3. Intensidad de la competencia entre empresas : Extremadamente competitivo

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: Sign :up to vote : on this : title

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 4. Grado de sustitución del producto Muchos sustitutos disponibles

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Virtualme

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Análisis de la Atractividad de la Industria Factor

Impulsor

Puntaje

1. Potencial de Crecimiento

Aumentando o disminuyendo

2. Diversidad del mercado

Número de mercados atendidos

3. Rentabilidad 4. Vulnerabilidad

Sign up to vote on this title Aumentando, estable, de crecimiento 0 Competidores, inflación  Useful  Not useful

5. Concentración

Número de jugadores

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Evaluación del Entorno (EFE) Procedimiento para construir la matriz: •

Clasificar factores externos clave (10-20)  Oportunidades y amenazas Sign up to vote on this title 

•

Asignarle peso a cada uno (0 - 1.0)

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02 PLANEAMIENTO


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Evaluación del Entorno (EFE) •

Multiplicar el peso de cada factor por su calificación  Produce un peso ponderado

•

Sign up to vote on this title Sumar los pesos ponderados de cada variable  Useful  Not useful  Determina el peso ponderado total de la organización

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Empresa Pesquera – Factores Externos Clav Oportunidades Mejor calidad de harina y rendimiento de aceite Mayor rentabilidad de harina al vacio

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Evaluación del Entorno (EFE) Puntaje ponderado total de 4.0 = Respuesta de la organización es excelente ante oportu amenazas del entorno. Sign up to vote on this title

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 Useful  Not useful Puntaje ponderado total de 1.0 = Estrategias de la organización no aestán You're Reading Previewcapitalizando las oport

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02 PLANEAMIENTO


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Análisis de la Industria (MPC) Matriz de Perfil Competitivo •

Identifica a los principales competidores de la organizació  Sign up to vote on this title fortalezas y debilidades con relación alaUseful posición estratégica d  Not useful organización modelo, y a una organización determinada como m You're Reading a Preview

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Análisis de la Industria (MPC) Factores Determinantes de Éxito •

Son variables que afectan significativamente la posicióncomp Sign up to vote on this title las organizaciones en la industria.  Useful  Not useful You're Reading a Preview

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Industria Cosméticos AVON

Peso Factor determinante de éxito

P

L’OREAL

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Anexo 1. Factores Económicos


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Distribución- Gasto (Presupuesto- Nacional) FUNCIÓN

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Anexo 2. Factores Culturales, Demográficos, Sociales y Ge


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Intervenciones en delitos registrados por la PNP, 1990 y 1998. 120000 100000 80000


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Entorno social - Seguridad vecinal

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Distribución-Población - Hogares 120,0% 100,0% 80,0% 60,0% 40,0% 20,0% 0,0%

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Ingreso Familiares Mensuales en US$ 3500

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INGRESO MENSUAL FAMILIAR DE LIMA MET. (En porcentaje)

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CAPACIDAD DE AHORRO FAMILIAR CARACTERISTICAS DEL JEFE DE HOGAR

TOTAL

TOTAL REGULAR A MAS

SEXO Hombre .80.5 Mujer 86.1

CAPACIDAD DE AHORRO

ESCASA

81.6

88.0

85.9

18.4

12.0

14.1

NO AHORRA

REGULAR A MAS

Sign up to vote on this title 80.6 100.0  Useful  Not useful

19.4


100.0

ESCASA

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9.5 6.6

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PERU : ESTADO CONYUGAL DE LAS MUJERES - 1996 (distribución porcentual)

LUGAR RESID. ESTADO CONYUGAL

REGION NATURAL

TOTAL URB.

RUR.

LIMA MET.

COSTA

NIVEL DE ED

 Sign up to vote onSIN this title SIERRA SELVA Not useful PRIM.  Useful EDUCA.


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