UNIVERSIDAD SAN IGNACIO DE LOYOLA MARKETING HOTELERO TALLER 1: AVANCE AVANCE 1 : HOSTEL HOSTEL LOKI MYRIAM SILVY D ALESSIO
INTEGRANTES CAROLINA PINEDA 1211375 ANAHI LARRANAGA 1010240 TAMARA ALGAMIS 1312221 1 312221 CLAUDIA ROJAS 1220309 LIMA-PERU 2015-1
1. Resumen Ejecutivo E !"# $!%&'"# ()"# *! (++&," * %.+&#%(# */%+(*+"# (! P*+$ ( (.'*%(" "%(,!*'*%* S*$ !(# *#%(#%&(# * *! ()" 2004 !!*(+" 1635 '&!!"*# * %.+&#%(# %.+&#%(# .* (#%(+" (#%(+" US8 1 232 '&!!"*# '&!!"*# .+(%* .+(%* #. *#%(( *#%(( P(+( *! 2013 *#(# &+(# #* '.!%&!&(+" 263 ;**# < 362 ;**#6 +*#*%&;('*%* E .(%" ( !( *""'( *+.(( ( (.'*%(" * 2=> " 27> * *! 2014 G+(&(# ( *#%* +*&'&*%"6 *+'&%* *+'&%* .* !"# *+.("# .*( +*(!&?(+ '@# ;&(*# * %.+&#'" *%+" *! (# A*'@#6 *! #*%"+ "%*!*+" +*&#%+ !( !!*(( * '@# * %+*# '&!!"*# * %.+&#%(# */%+(*+"# A *#(+ .* * !( (%.(!&( (< &#%&%"# (',&"# !&'@%&"#6 * *! P*+$ *! (',&" * *#%(&"*# " *# %( +@#%&" !" .(! (;"+** (! %.+&#'" M&+(!"+*# *# . &#%+&%" +&" * B"(# * &;&*+" < "%")" "+ #. *+(( (! '(+6 * *#%(# B"(# *! ()" %&** ( ;*+ '@# *,!&(#6 !!.;&(#6 *+" " *# . &'*&'*%" (+( "*+ ;&#&%(+ !( &.( * L&'( E! L"& H"#%*!6 *# . "#%(! (+( ,((*+# .,&(" * *! &#%+&%" * M&+(!"+*# * !( &.( * L&'(6 P*+$ +&( +&&(!'*%* *! #*+;&&" * "#*(* ( ;**# < "%+"# #*+;&&"# E#%* #* &&& * *! ()" 2005 * C.#"6 " *! ",*%&;" * #*+ . (!"('&*%" *#*&(!&?(" * %.+&#'" '"&!*+" * P*+$6 A+*%&( < "!&;&( L"& (+(%&?( .( */*+&*&( $&(6 .* "'*%( !( &;*+#& < #"&(!&?(& " "%+"# ;&(*+"# * %"" *! '."6 *# . !.(+ (+( +*!((+#* < #(!&+ ( ""*+ %(%" !( &.( "'" #.# (!+**"+*# E#%( *'+*#( .*%( " 5 !"(!*# S(!%(6 A+*%&( L( P(?6 "!&;&( C.#"6 L&'( < M("+( * P*+$ S&*" L&'( .( * !(# &.(*# '@# ;&#&%((# * *! P*+$ " . 72>6 #*.&" * C.#" " *! 33> < &(!'*%* T(( " 27> E#%* "#%(! *#%@ &+&&" ,@#&('*%* ( ;**#-(.!%"#6 * (',"# #*/"# * . +( +(" * *( * 20 ( 45 ()"# P(+( ;&(*+"# .* ;&** #"!"# " ("'()("#6 * &*+*%*# (&"(!&(*# "'" *.+"*"#6 ('*+&("# < (#&@%&"# D* '*&("# < (!%"# &+*#"# .* " ,.#( !."# E! L"& %&** . "+*%(* *! F5> * ".(& +"'*&" < #.# (,&%(&"*# %&** . +*&" +"'*&" * 35 #"!*# !( ! ( "* E! L"& ( *#%(,!*&" &*+%(# "!%&(#6 *%+* !(# '@# &'"+%(%*# #* .** *#%((+ !( "!%&( * +*#*+;( L(# +*#*+;(# #* (* ( %+(;B# * !( @&( *, "&&(! * L"&6 #&.&*" !"# (#"# *#%(,!*&"# "+ *! "#%(! E (#" .* #* (*!* !( +*#*+;( " #* ",+(+@ *(!&?(&6 (! &.(! .* #& *! !&*%* +*(!&?( *! * ".% (%*# * !( *( #"!&&%(( E! C* ".% #* +*(!&?( ( !( 1:00 '6 * (#" * #*+ (#(( &( "+(6 #* ",+(+@ !( '&%( * !( %(+&( *#%(,! *#%(,!* *&( &( E (#" .* *! .B# .B#* * *#** *#** */%* */%**+ *+ #. *#%(( *#%(( *,*+@ *,*+@ "%&&(+!" " . ( * (%&&(& < *%+(+@ * !&#%( * *#*+(
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
2.Descrici!n "e #$ emres$ U,&(& R.,+" S*+;&&" T('()" H&#%"+&(
P+".%" (&!&(*#
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
I%&GENES LO'I(
).ANALISIS SITUACIONAL ).1 Internos ).1.1 *o#itic$s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
).1.2 %et$s + o,jetivos(
1 O,%**+ .( (!&&(& " '*"+ * F .%"# * @&(# "'" H"#%*! "+ < H"#%*! ""*+# 2 O,%**+ .( '*"+ "#&& * T+& A;&#"+ < @&(# * !( '&#'( "!* 3 O,%**+ . &;*! * #(%&#(& " '*"+ *! 70> 4 P"#&&"(+#* *%+" * !"# '*"+*# *#%(,!*&'&*%"# * ,((*+# *! '*+("
).2 E-TERNOS ).2.1 ACTORES A%/IENTALES ).2.1.1
DE%OGRAICO1
E! (++&," * %.+&#%(# */%+(*+"# (! P*+$ ( '(%*&" . +*&'&*%" #"#%*&" * !( $!%&'( B((6 !" '&#'" .* !(# &;&#(# **+((# S& *! 2004 !!*(+" 1635 '&!!"*# * %.+&#%(# .* (#%(+" US8 1 232 '&!!"*# .+(%* #. *#%((6 *! 2013 *#(# &+(# #* '.!%&!&(+" 263 ;**# < 362 ;**#6 +*#*%&;('*%* E#* +*&'&*%" ( &'.!#(" "%(,!*# '*"+(# * !( "*+%( %.+#%&( *! (# .* ( *+&.*&" !(# */*+&*&(# .* ;&;* !"# %.+&#%(# "+@*"# A & * ""*+ (! *%(!!* .B %&" * *+#"(# ;&** (! (# (+( ;((&"(+ " (*+ *"&"#6 .B (#*%"# %"'( * .*%( (! '"'*%" * *&&+ #. ;&(*6 * #* "#*(6 .B *(+%('*%"# < &.(*# ;&#&%(6 .@%" .+( #. *#%(( < .@%" (#%(6 *%+* "%+"# (%"# +*!*;(%*#6 #* "* ( &#"#&& * %""# !"# &%*+*#("# *#%( &;*#%&(&
E"$" rome"io "e #os vi$jeros "e ne0ocio otenci$#es ( E! =2> * %.+&#%(# #" "',+*#6 * . +"'*&" * 39 ()"# * *(6 *! F7> %&** (#%( &#%+.& #.*+&"+ S. '"%&;" * ;&(*6 *! =1> ;&** (! P*+$ "+ ;((&"*# " +*+*(&6 *! 14> (+( ;&#&%(+ ('&!&(+*# < ('&"#6 *! 13> "+
1 http://media.peru.info/impp/2013/turismoreceptivo/demandaactual/perlturi staextranjero2013.pdf
*"&"# < *! 12> "+ "%+"# '"%&;"# E! %.+&#%( * #. ;&(* (#%( . +"'*&" * 89F5 &!.&"6 (#(*# "'&( < %"" 2
).2.1.2
ECON%ICOS
L( *""'( *+.(( (,+( +*&" * 2=> " 27> * *! 2014 3 G+(&(# ( *#%* +*&'&*%" 6*+'&%* .* !"# *+.("# .*( +*(!&?(+ '@# ;&(*# * %.+&#'" *%+" *! (# A*'@#6 *! #*%"+ "%*!*+" +*&#%+ *! +*&'&*%" *! *'!*"6 *! "#.'" +&;(" < !( !!*(( * '@# * %+*# '&!!"*# * %.+&#%(# */%+(*+"# M&*%.+ *#%&' .* *! #*%"+ %.+#%&" +**+@ 14> *#%* ()"6 *,&" ( !( &;*+#&&(& < *! *#(++"!!" * *.*%+"# < +*.&"*# &%*+(&"(!*# * *! P*+$
).2.1.)
NATURALES
A%.(!'*%* (< &#%&%"# (',&"# !&'@%&"#6 !"# .(!*# *#%@ #&*" '(<"+'*%* &!.*&("# "+
%*'*+(%.+(# '@# (!.+"#(#6 #&*" !"#
;*+("# '@# (!(+("# " '(<"+ .+(& < !"# &;&*+"# '." '@# +"# M&+(!"+*# *# . &#%+&%" '.< +&" * B"(# * &;&*+" < "%")" "+ #. *+(( (! '(+6 * *#%(# B"(# *! ()" %&** (,*+ '(# *,!&(#6 !!.;&(#
2 http://media.peru.info/impp/2013/turismoreceptivo/demandaactual/perlturi staextranjero2013.pdf 3 http://gestion.pe/economia/ollanta-humala-economia-peruana-habriacrecido-2-2!-201"-211#3"2
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
).2.1.
TECNOLGICAS3
E! %.+&#'" "'" &#&!&( #"&(! < *"'&( *,* **#(+&('*%* ((%(+#* ( !"# (',&"# < %**&(# .* *! .*;" '." +*!('( E# (#6 .* (%* . *%"+" (( ;*? '@# */&*%* #.+* !( **#&( * &"+"+(+ .*;(# " http://peru21.pe/actualidad/fenomeno-nino-ma$or-intensidad-advierteenfen-221%!2% % http://peru21.pe/actualidad/caotico-traco-limeno-al-descubiertoreportaje-discover$-channel-21"%"" http://&&&.econo.unlp.edu.ar/uploads/docs/'turismo'$'nuevas'tecnologias ''el'desao'de'las'instituciones'educativas'.pdf
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
).2.1.4
*OLITICAS Y LEYES5
A%.(!'*%* */&#%* ;(+&(# !*<*# .* "%+&,.<* ( .* *! %.+&#'" #&( &+*'*%@"#* * *! P*+$6 !(# +&&(!*# #":
E#%&'.!(+ *! *#(++"!!" * !( (%&;&( %.+#%&(6 "'" . '*&" (+( "%+&,.&+ (! +*&'&*%" *"'&" < *! *#(++"!!" #"&(! *! (#6 **+(" !(# "&&"*# '@# (;"+(,!*# (+( *! *#(++"!!" * !(
&&&(%&;( +&;(( E#%(,!**+ *! .#" %.+#%&" +(&"(! < #"#%*&,!* *! P(%+&'"&" C.!%.+(! <
N(%.+(! * !( N(& P+"'";*+ !( "'*%&%&;&( * !"# +".%"# %.+#%&"# (&"(!*#6 "'*%(" *! *#(++"!!" * &+(*#%+.%.+(6 !( (!&( * !"# #*+;&&"#
(+( !( (*.(( #(%&#(& * !"# .#.(+&"# C"#*+;(& *! P(%+&'"&" C.!%.+(! * !( N(&6 *! *%"+" (%.+(!6 !(# "+'(# * ;&(6 "#%.',+*#6 &*%&(6 *%+* "%+"# * !(#
"'.&(*# * !(# .* #* *.*%+* !"# (%+(%&;"# %.+#%&"# E !( '.&&(!&( * M&+(!"+*#6 ( &'!*'*%(" .( ('()( " !( &(!&( * +*#*+;(+ *! '*&" (',&*%* < *;&%(+ (# #. "%('&(& *#%* !( #* !!('( C"%('&(& S""+( C*+"
).2.1.3
CULTURALES6
! http://&&&.mincetur.gob.pe/turismo/()*+(/(e$,202#1.htm %%:*#%&".!%.+(!*+.,!"#"%"'
N.*#%+" (# #* (+(%*+&?( "+ #. &;*+#&( .!%.+(!6 *#* (* . %&*'" *! P*+$ #* ;&** '"#%+(" (%* *! '." "'" ." * !"# (#*# '@# +&"# * #&%&"# %.+#%&"# U" * .*#%+"# +&&(!*# (%+(%&;"# %.+#%&"# .* +*""&" "'" L( .&%( M(+(;&!!( *! M."6 M(. P&. M&*%.+6 +"'"&"( '.(# ('()(# !(# .(!*# &&( . '*"+ #*+;&&" < %+(%" (&( !"# %.+&#%(# */%+(*+"# E/&#%* (&(# "* #* .**# &"+'(+%* * (%&;&(*# .!%.+(#: •
• •
AUALUNA6 +." %*(%+" A#"&(& T(!!*+ * E.(& < C"'.&(& ( %+(;B# *! A+%* A+*( < E#%*+(# A#"&(& .!%.+(! E.+*( T*(%+" C*%+" .!%.+(! (<%(<
).2.2 ANALISIS CO%*ETITIVO 2.2.2.1 IDENTIICACION DE LA CO%*ETENCIA Direct$(
KOKOPELI: R*+*#*%( !( "'*%*&( +&&(! (+( *! ,((*+# LOKI6 <( .* %&** (#& !(# '&#'(# %(+&(#6 #* *.*%+( +*!(%&;('*%* *+( * !(# +&&(!*# @+*(# * M&+(!"+*#6 !" .(! *# '.< ";*&*%* (+( . *#%(,!*&'&*%" * *#%* %&" <( .*6 *#%"# (!"('&*%" +*+*#*%( . %.+&#'" +@&" < ,(+(%" (+( *! %.+&#%(6 *# "+ *#" .* *# +*!*;(%* %**+ !(# +&&(!*# @+*(# *+( (! "#%*! " ,((*+# !<& D" P(+&(( H(%. R.(
'o7oe##i
Lo7i
LOCALI8ACION
*+! 259 6 M&+(!"+*# 6 !&'( 6 P*+$ %&** '.(# @+*(# (+( +*(!&?(+ '." "&" 6 ( 2 5 .(+(# *! P(+.* K**<6 *#%@ !"(!&?(" '.< *+( * @+*( * %&*(#
J"#B G@!;*? 57= M&+(!"+*#6 L&'(6 P*+$ M.< *+( *! P(+.* K**< ( #"!" .(%+" .(+(# 6 ( #.# (!+**"+*# %&** *%+"# "'*+&(!*# < '." "'*+&"
CA*ACIDAD
N$'*+" * (,&%(&"*# N$'*+" * (,&%(&"*# 1F 14
*RESTIGIO
C""&" "+ P+"'"&"(+ . (',&*%* '.!%&.!%.+(! < +*(!&?(+ #&*'+* *;*%"# < +*.&"*# *%+* !"# .B#**# (+( "'*%(+
P*+%*** ( .( (*( * "#%*!# * 5 *#%(,!*&'&*%"# '.< ""&"# < +"'"&"("# * 3 (#*# : P*+$ 6 "!&;&( < (+*%&(
H(,&%(&"*# " . *#%&!" #&'!* 6 " " #& ,(! 6 ,()"# "'(+%&"# H(,&%(&"*# (! *#%&!" * . *(+%('*%" #"&#%&(" 6*/!.#&;" < +(%&"
H(,&%(&"*# " *#%&!"# !!*"# * "!"+*# +"&&" (+( ;**# ('!&(#6 '*&((# < *.*)(# 6 " ,()"# +"&"# < "'.*# 6 *+( * @+*(# "'(+%&(# "+ !"# .B#**# "'" #(!( *%
INRAESTRUCTUR A
*RO%OCION
N" (<
N" (<
SERVICIO ADICIONAL
•
•
•
•
A%/IENTE RECREATIVO
A!.&!*# * A!.&!*+ * ,&&!*%(# ,(+ * !( (?"%*( " (*+&%&;"# C*( * &#+&& *;*%"# !(;(*+( ;&#&%(# * #.+ .+#"# D*#.*%"# "+ ('(# +*( "'$ 6 .*"# * '*#( 6 %*!*;&#"+ !(#'( < ,(+ K""*!!& 6*%
•
R*"" (! (*+".*+%" I%*+(',&" * !&,+"# A?"%*( " (++&!!(# M*#(# * ,&!!(+ L"*+# C(( .*+%*
•
+*(# "'.*# 6 '*#( *
• • • • •
,&!!(+ 6%*!*;&#"+ !(#'( 6 (++&!!( * %*++(?( 6 ,(+ !"&
*recios en so#es. 90 00
TARIA in"ivi"u$#
9000
T$ri9$ "e 6 c$m$s
3000
3000
3300
T$ri9$ 3 c$m$s
3300
3=00
T$ri9$ c$m. con 3=00 ,$:o com$rti"o
3=00
T$ri9$ so#o c;ic$s
3=00
In"irect$( H"#%(!*# * 1 " 2 *#%+*!!(# E! (+" I H"#%(! E! P.(+( H"#%(! E! P(%&" H"#%(! S"! < L.(
).2.) TENDENCIAS DEL %ERCADO< M*+("# * &%*+B#: #" 14 !"# (#*# .* +*#*%( '*"+*# *+#*%&;(# < "%*&(! (+( *'&%&+ *! %&" * %.+&#%(# .* *! P*+$ ( +&"+&?(": A!*'(&(6 A+*%&(6 A.#%+(!&(6 +(#&!6 C((@6 C&!*6 C"!"',&(6 E#()(6 E#%("# U&"#6 +(&(6 I%(!&(6 J(6 MB/&" < R*&" U&" L&'( 72>6 C.#" 33> < T(( 27> .*+" !"# *(+%('*%"# '@# ;&#&%("# T(( *#%(( #",+* %"" "+ *! "%(,!* !." * %.+&#%(# &!*"# P(+( !"# %.+&#%(# * (!."# (#*# !(%&"('*+&("# "'" E.("+6 C"!"',&( < C&!*6 ",+ +*!*;(&( ""*+ !( &.( * L&'( < +",(+ !( "'&( *+.((
).2. *OTENCIAL DEL %ERCADO S&*" *! P*+$ *! %*+*+ *#%&" '(# ;&#&%(" * S.+('B+&( *#.B# * +(#&!6 (+*%&( < &!* 6 P*+$ ( (#(" ( #*+ "#&*+(" ." * !"# %" *#%&"# .* *'*+* 6 *#%" ( #&" +(&(# ( !"# %.+&#%(# .* .&*+* ;*&+ ( .*#%+( .!%.+( # http://media.peru.info/impp/2013/turismoreceptivo/demandaactual/perlturi staextranjero2013.pdf
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
ANALISIS ODA
ORTALE8AS •
•
•
•
•
•
•
•
C.*%( " . !"(! * M&+(!"+*# < " . ,(+ * '." '";&'&*%" "%.+" M&+(!"+*# *# . &#%+&%" " '." '";&'&*%" %.+#%&" C.*%( " 3 !"(!*# *%+" *! (# L&'(6 M("+( < C.?" T&** 2 "%*!*# * *! */%+(*+" L( (? < C&!* T&** . "*%" (+%#%&" *%+" * !"# "#%*!# C.*%( " .( (*&( %.+#%&( &%*+( O+** *.&" *%+" * #.# &#%(!(&"*# (+( +(%&(+ *"+%*# * (;*%.+( C.*%( " . #&#%*'( * &*!&?(& ( !"# !&*%*# *! !"& P(##"+% < * *#%( '(*+( ",%**+ +*'&"# "'" "!"#6 *%
O*ORTUNIDADES •
•
•
•
•
•
E! P*+$ *# ." * !"# *#%&"# %.+#%&"# '@# (%+(%&;"# *! '." P*+$ *!*&" "'" *! '*"+ *#%&" (#%+"'&" *! '." M(. P&. *# .( * !(# 7 '(+(;&!!(# *! '." E! (# %&** .( +( ;(+&*( * *#%&"# * (;*%.+( .* ;( !&("# (! $,!&" *! "#%*! H(< . +( *#(++"!!" * !( &+(*#%+.%.+( * !( &.( M&+(!"+*# *# ." * !"# &#%+&%"# '@# B%+&"# * L&'(6 "* #* *.*%+( *! '(<"+ $'*+" * (%&;&(*#
•
O+** %+(,("# ( (',&" * *#%(( < *#.*%"# * *! @+*( * (!&'*%"# < ,*,&(#
DE/ILIDADES •
•
•
•
•
•
•
4
E# .*;"6 "( */*+&*&( * *! '*+(" 5 ()"# (+"/ E! %*'( *! *#"+* < !( &"+'(!&( #&*'+* *#%@ +*#*%* * !"# ,((*+# P"+ "#*+;(+ *! #%((+ * ,((*+#6 #.# +*&"# " .** #*+ *'(#&(" *!*;("# A! %**+ "( ((&( * *#(&" * %*'"+(( (!%(6 " #* .** #(%&#(*+ !(# **#&(*# * %""# E! ,(+ *#%@ *+( * !(# (,&%(&"*#6 *#%" **+( ,.!!( < .B#**# &#""+'*# S. .,&(& *#%@ (!*(( *! *%+" &#%+&" * L&'( S. .,&(& *#%( *%+" * ."# * !"# &#%+&%"# '@# (+"# * L&'(6 !" .* "(#&"(+( .* *! .B#* (#%* '." * #".;*&+#
A%ENA8AS •
•
•
•
•
L&'( *# .( &.( + '.(# *+#"(# #* .*( "" %&*'" "+ *#%" E/&#%* '.( "'*%*&( * M&+(!"+*# L"# (%+(%&;"# %.+#%&"# * L&'( " #" '.< +"'";&"#6 !(# *+#"(# #"!" #* "#*( * 1 ( 3 "*# M&+(!"+*# *# . &#%+&%" '.< +&"6 #. !&'( *# '.< $'*" "+ #. *+(( (! '(+ L(# "+'(# * !( '.&&(!&( #" *#%+&%(#6 " #* .** (*+ ,.!!( " */**+ *! ("+" *! !"(! "+.* (* .*+%*# '.!%(#
SEG%ENTACION Y SELECCIN DEL %ERCADO O/=ETIVO .1 %ERCADO O/=ETIVO
L"& "#%*! *#%( "+&*%(" (! #*'*%" * ,((*+# <( .* "+** . #*+;&&" < +".%" &+&&" ( *!!"# .* *# !( "'"&( < !( (&!&( * ;&((+ S. .,!&" ",*%&;" #" !"# */%+(*+"# .* ;&(( (! P*+$ (+( (*+ %.+&#'" * A;*%.+( < .* %*( !( &%*& * ;"!;*+ (! "#%(! 6 #*( * *! .* <( ;&#&%(+" " * "%+(# !"(!&(*# * !( (*( .*+*'"# #*+ . &'@ (+( *+#"(# .* *#%@ * ;((&"*#6 ;&((" #"!"# " ("'()("# * +."#
+(*# " *! ",*%&;" * &;*+%&+#* 6 ""*+ !( &.( < "%+"# *#%&"# *! P*+$
Se0ment$ci!n 0eo0r>9ico( T.+&#%(# * %"" *! '." Se0ment$ci!n "emo0r>9ic$ - E(: *%+* 20 < 45 ()"# - S*/" : '(#.!&" < *'*&" - O.(&: T"(# - I+*#" : '*&" '*&" ,(" Se0ment$ci!n sico#!0ic$ N**#&(*# : *+#"(# .* ,.#( &;*+%&+#* 6 #"&(!&?(+ < +*!((+#* P*+#"(!&( < *#%&!" * ;&( : *+#"(# .* " **#&%( * !."# < .* !*# .#%* !(# (;*%.+(# 6 !"# .*"# 6 ""*+ *+#"(# * "%+(# (+%*# *! '." < #",+* %"" .* !*# .#%* ;&((+ Se0ment$ci!n socio?cu#tur$# C.!%.+( : !"& "#%*! *#%( *"(" ( *+#"(# * %"(# !(# .!%.+(# 6 <( •
.* *!!"# ,+&( *#( &#%&& (! "%*! Se0ment$ci!n re#$cion$"$ con e# uso( C" &%*& * ;"!;*+ ( L"&6
•
&;*! (!%" * &*!&( (! "#*(+#* * "%+"# !"(!*# * !( (*( Se0ment$ci!n or situ$ci!n "e uso( ;&(*+"# * %&*'" * ;((&"*#6
•
" *! ",*%&;" * &;*+%&+#* < ""*+6 ;&((" #"!"#6 * (+*( " * +." Se0ment$ci!n or ,ene9icio( .* ,.#.* "'"&(6 "&(?(6 +*&"# ,("# < &;*+#&
3
*OSICIONA%IENTO
L" .* *'"# "&" &*%&&(+ *! "#&&"('&*%" * LOKI6 *# '.< "( ( !" .* +*(!'*%* *,*+( *#%(+ (!&("6 (. (# *#%* .,&(" * . &#%+&%" " '.( "'*%*&( *! .(! *,*+( (+";*(+ *#( ""+%.&( < #",+*#(!&+ < (+ ( ""*+ #.# (%+&,.%"#6 #. ;*%(( "'*%&%&;( (+( "*+ !"+(+ "'.&(+#* " #. $,!&" ",*%&;" E# "+ *#%" .* *'"# *&&" +""*+ (!.(# '*"+(# * #. !( * "#&&"('&*%" (+( !"+(+ "'.&(+ * .( '(*+( '@# *&&*%* < !"+(+ "#&&"(+"# * !( '*%* *! "#.'&"+ E! +&'*+ (#" (+( *#%+.%.+(+ #. "#&&"('&*%" *# &*%&&(+ !(# (+(%*+#%&(# +&&(!*# .* "+** LOKI6 +""*+ < *!*&+ .( *#%+(%*&( .* %*+'&(+*'"# "+ "'.&(+!( "+ ((!*# * &#%+&,.& (+"&("#
3.1 C$r$cter@stic$s *rinci$#es "e LO'I
C$te0or@$ *erteneciente
ost$# Tio /$c7$c7ers J;**#-(.!%"# *%+* 20 - 4F ()"#
P$,!&" O,*%&;"
* &*+*%*# (&"(!&(*#6 "
C"'*%*&( D&+*%(
'*&("# &+*#"# KOKOPELLI
P(+( "*+ #(%&#(*+ !(# **#&(*# * .*#%+" $,!&" ",*%&;"6 +&'*+" *,*'"# &*%&&(+!(# < %+(,((+!(#
3.2 Necesi"$"es "e nuestro B,#ico o,jetivo N**#&( * "'.&(+#* !(+('*%* " *! *+#"(! *! "#%(! " #. '&#'" &&"'( C((# * #*.+&( *+#"(!*#6 "+ *! %&" * "%*! #&*'+* %&** ( "'(+%&+ !( (,&%(& " "%+"# %.+&#%(# G.#%" "+ &%*+(%.(+ " !"# *'@# .B#**# M",&!&(+&" .* (&!&%* #. *#!(?('&*%" * !"# (!+**"+*# A%&;&(*# &+&&(# ( #.# .#%"# < +**+*&(# G((# * &;*+%&+#*6 *;*%"# "%.+"# G((# * ""*+ *! '." < *+#"(# *+" %&** . !&'&%* (+( (#%(+ L(# ;*%((# "'*%&%&;(# &*%&&((# < * !( .(! ;('"# ( *%+(+ !( *#%+(%*&( * "#&&"('&*%" #": 1 L(# (+(%*+#%&(# #&(# .* +"*(
( LOKI */%*+(# "'" !(
&+(*#%+.%.+( *! &#%+&%" * M&+(!"+*#6 .* *# *+&!(" "'" . &#%+&%" */(%" (+( *! %.+&#%( E! .&(" * @+*(# ;*+*#6 (!!*# < (;*&(#6 ( . ;(!"+ (+*(" ( LOKI 2 (#((# * #. .,&(&: !( .,&(& *#%+(%B&( * LOKI6 !* *+'&%* &*+*&(+#* * #. "'*%*&(6 *! @&! (*#" ( (;*&(# < #. *+(( ( ,(+*#6 &#"%*(#6 (+.*# < #.*+'*+("# 3 LOKI6 " #"!" %&** #**# * *! P*+$6 .*%( " "# "#%*!# * *! */%+(*+" * .&%" E.("+6 L( P(? "!&;&( E#%( ;*%(( *# '.< +(* .*#%" .* !"# !&*%*# .* #* "#*(+" *! */%+(*+" "'" .&%"6 "+ **'!"6 #& *!!"# *&* ;&((+ ( P*+$ <( #(,+@ "* (!"(+#*
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•
E! +&&(! #*+@ I%*+*%6 *! .#" * !(# +**# #"&(!*# *# .('*%(!6 . .#" "++*%" < *+'(*%* E !"# $!%&'"# ()"# #* ( &#(+(" *! #"&(! '*&( '(+*%&6 "+ *#%* '*&" "*'"# !!*(+ ( '."# !&*%*# < */(%('*%* ( .*#%+" .,!&" ",*%&;" .*# * #. '(<"+(
•
#" ;**# < #" *!!"# .&**# '(# .#( !(# +**# #"&(!*# P.,!&(+ * @&(# "'" %+&(;&#"+6 *#*(+"'6 T+&;("6 .* #" ,.#("+*# '.&(!*# " '.( ".++*&(
S.*+&+ ( !"# !&*%*# +*&#%+(+#* " (*+ * & * ".+#.(+*6 .%&!&?(+ (!&(&"*# "'" I%(+(' < .,!&(+ "%"# * .*#%+(# &#%(!(&"*# E#%" *+'&%&+@ .* '@# *+#"(# ""?( !( '(+( * .(!.&*+ (+%* *! '."
5
O/=ETIVOS *ARA EL *ERIODO
E# .('*%(! .* %"( *'+*#( %*( !(+" !" .* .&*+* "#*.&+ ( !" !(+" *! %&*'" .* ;( .&"("6 * *#%* '"" ((!&?( #& .*%( " !"# +*.+#"# **#(+&"# (+( ",%**+ +.%"# * !" .* #* &;&*+%* E *#%* (#" !( *'+*#( L"& H"#%*! **#&%( * &*+%"# ",*%&;"# +*!*;(%*# (+( *#%(,!**+ . ,.* !( * '(+*%& E#%"# *,* #*+ : *#*&"# 6 +*(!&#%(# 6 '*&,!*# < " . %&*'"# *#%(,!*&"
5.1 Econ!micos •
A.'*%(+ . 25> .*#%+"# &+*#"# " +*#*%" (! ()" (%*+&"+
•
P!(*(+ 6 "%+"!(+ < #.*+;&#(+ (*.(('*%* !(# "*+(&"*# *! "%*! (+( .* #* +".?( . &;*! * .%&!&(*# #(%&#(%"+&(# ( !"
• •
!(+" *! ()" I;*+%&+ * ((&%(+ (! *+#"(! "+ !" '*"# 2 ;**# (! ()" H(*+ . *#" (+( #(,*+ .* &#.'"# "'+(+6 &;*#%&(+ .(!*# #" !"# '(# (+"&("# ( '*"+ +*&"
5.2 Vent$s •
"+%(!**+ !( +*#*&( *! "#%*!6 #((+ +";*" * !(# @+*(# %.+#%&(#
•
* "* *#%( .,&(" (( *#%(,!*&'&*%" I+*'*%(+ . 10 > * +*!(& (! .'*+" * !!*((# * .B#**# (
•
&*# *! 2015 M*"+(+ (!&(?(# *#%+(%B&(# * ;&(*# < "*+("+*# %.+#%&"#
5.) %$r7etin0 •
M(%**+ !( (&( *, (%.(!&?((6 *#%(+ * "%(%" " *! '."
•
&,*+B%&" (# * *#%( '(*+( "*'"# #*+ ;&#%" * "%+"# *!(*# P+"'"&"(+ *! ,(+ * *! "%*! < #. +*#%(.+(%*6 (&B"!* #(,*+ (!
•
!&*%* .* *# (,&*+%" (! .,!&" * **+(! C+*(+ +"'"&"*#
6
ESTRATEGIAS Y TACTICAS •
O,jetivo 1
A.'*%(+ . 25> .*#%+"# &+*#"# " +*#*%" (! ()" (%*+&"+
Estr$te0i$ 1 P**%+(& * *! M*+("
T>ctic$ A( T**+ "*+%(# * @&(# *#*&(!&?((# * (!"('&*%"# (+( '"&!*+"#
T>ctic$ /: C+*(+ (!&(?(# " (*&(# * ;&(*#6 * *! .(! *!!"# "# *;( "%*&(!*# .B#**# < "#"%+"# !*# ('"# .( "'&#&
Estr$te0i$ 2 D&*+*&(& * #*+;&&"
T>ctic$ C: C((&%(& * !"# *'!*("# * +**& T>ctic$ D: +&(+ &*%&;"# ( !"# *'!*("# 'B%"" * .%"# "+ !"+"# * ",*%&;"# +*!(&"("# (! #*+;&&"
O,jetivo 2
•
I+*'*%(+ . 10> !(# !!*((# * .*;"# !&*%*#
Estr$te0i$1: D&*+*&(& * +".%" T>ctic$ A: A"&&"(+ !(# &#%(!(&"*# *! H"#%*! ( !( '*&( * !" .* *! .B#* '"&!*+" *#*(: S(!(# * .'("+*#6 C"'.%("+(# &#"&,!*# %"" *! (6 P(%(!!( G&(%* (+( ;*+ (+%&"#
T>ctic$ /: T**+ #. +"&( @&( *, (*'@# * +**# #"&(!*# "'" (*,"" < T&%%*+
Estr$te0i$ 2: D*#(++"!!" * M*+(" T>ctic$ C( P.,!&&%(+#* * +**# #"&(!*# T>ctic$ D: D*#.*%"# */!.#&;"# (+( !&*%*# .* +*(!&* .( +*#*+;( '*&(%* .*#%+( *,
<
I%*LE%ENTACION RECURSOS 1 O V I T E = / O
1 $ i 0 e t $ r t s E
A C I T C A T
*RESU*UEST
T**+ "*+%(# * @&(#
O M*#.(!'*%*
*#*&(!&?((# "'" H"#%*!"+!6
C"'&#& 5>
H"#%*!""*+#6 *%
M@/&'" S
T(+&( +"'*&" S3=
5040
TOTAL S.4
C"'&#&": S 1F "+ .B#*
C(!.!" * ,(#* ( 100 .B#**# (!
( C+*(+ (!&(?(# " (*&(# * ;&(*#6 M*#.(!'*%* * *! .(! *!!"# "# *;( "%*&(!*# C"'&#& 4> .B#**# < "#"%+"# !*# ('"# .(
M@/&'"
"'&#& *! 4>
S3920
C"'&#&: S14 "+ .B#*
C(!.!" *
S. )<2
,(#* ( 100 .B#**# (! ( 15 (# C((&%(& (! *+#"(! 2 $ i 0 e t $ r t s E
A C I T C A T
150/ *+#"( TOTAL S1200
I*%&;"# (+( !"# *'!*("# #&#%*'( * .%.(& S* !* (+@
1 MES
20> * #. #.*!" (&&"(! "+ *!
M@/&'"
&+*'*%" *! .%(* ",%*&" * *!
S12F0
S. 26
'*#
RECURSOS 2 O V I T E = / O
1 $ i 0 e t $ r t s E
A C I T C A T
*RESU*UEST
M*"+('&*%" * !(# &#%(!(&"*#6
O C"'.%("+(
D"# "'.%("+(#6 P+"<*%"+6 '*"+(
S3000
* !"# '.*,!*#
P+"<*%"+ S 2000 M.*,!*#
TOTAL
S. <4
S4500 T**+ #. +"&( @&( *, (*'@#
M*#.(!'*%*
* +**# #"&(!*# "'" (*,"" <
P(" (!
T&%%*+
&#*)("+ *, S 7000 S.*!" * .
S. <
C"''.&%< M((*+
2 $ i 0 e t $ r t s E
A C I T C A T
P.,!&&%(+#* * +**# #"&(!*#
S 2500 M*#.(!'*%*
L!*(( * .,!&&( ( 50 000
M@/&'"
*+#"(# < "+ (( L&* ((# S03 D*#.*%"# */!.#&;"# (+( !&*%*#
S 15 000
.* +*(!&* +*#*+;(# "+ .*#%+( (&( *, P+"'"& ;(!&( "+ 15 (#
15 D(#
S.15
M@/&'" S 2000
1 Contro# "e %$r7etin0 E# ,@#&('*%* . (@!&#&# ",*%&;" < +"." * !"# +*#.!%("# ",%*&"# * *! "%*!6 #& *! "%+"! * '(+*%& &$ *#.*+?" +*(!&?(" #*+@ ;(!&" S. +&&(! &'"+%(&( *# *#%.&(+ < ""*+ .(!*# ( #&" !(# +&&(! ;&+%.*# < #*.&+ %+(,(@"!(#6 (# %(',&B "'" ""*+ * &*%&&(+ !"#
*++"+*# (+( "*+ #.,#((+!"# A# %(',&B 6 !( +&&(! '&#& *# (+(%&?(+ *! .'!&'&*%" "++*%" *! !( S* ( *#(++"!!(" 4 %&"# * "%+"!*#:
1.1 Contro# "e resuuesto U +*#..*#%" * '(+*%& *# . *.&!&,+&" *%+* *! "#%" * !( **+(& * !"# '(%*+&(!*# * .,!&&( < !"# &+*#"# +*("# "+ *! !( * '(+*%& E *#%* (#*%" !"# "%+"!*# #* .** .%&!&?(+ (+( #.*+;&#(+ !"# (#%"# * .,!&&( * &'+*#& < "#%*# * *+#"(! &%*+" (+( *! *(+%('*%" * '(+*%& * !( *'+*#(6 (# "'" %(',&B * !( (+%&&(& *! '*+("6 * +*!(& * (#%"# "'*+&(!*#6 *! (@!&#&# &(&*+" < *! #*.&'&*%" * !(# (%&;&(*# * !"# !&*%*# T""# *#%"# "#%"# *,* #*+ '"&%"+*("# * *+( (+( '&&'&?(+ *! (#%" < '(/&'&?(+ !( +*%(,&!&(
1.2 Contro# "e e9icienci$ E *#%* "%+"!6 "# (+** &'"+%(%* '*&+!" " !"# "'*%(+&"# * !"# !&*%*# S* .** ",%**+ &"+'(& ( %+(;B# * . '"&%"+*" * +*%+"(!&'*%(& * !"# !&*%*# ( %+(;B# * *.*#%(# "'" *! ".# +". < #"*"# S* .** !!*(+ ( !"# !&*%*# "+ *! #&%&" *, * !( *'+*#( <( .* (< .( "& .* &* ** #. "'*%(+&" " "+ (&(# *,# "'" %+& (;&#"+ .* *# .( (&( .* %* *+'&%* +(*(+ !"# *#%(,!*&'&*%"# "+ '*&" * "'*%(+&"# < +(*" "+ !"# !&*%*#
1.) Contro# "e Rent$,i#i"$" E#%* *# . "%+"! '.< &'"+%(%* <( .* #& !"# "%+"# "# "%+"!*# (%*+&"+*# #* &*+" * '(*+( "++*%(6 %*+('"# .* %**+ +*#.!%("# "#&%&;"# * *#%* $!%&'" "%+"!6 *# (. "* #* (+@ . (@!&#&# "'(+(" !" +"<*%(" * .*#%+" !( * '(+*%& < !(# ((&(# ",%*&(#
1. Contro# estr$t0ico E#%* "%+"! *+'&%* ((!&?(+ #& !( "'()( *+#&.* #.# '*"+*# ""+%.&(*# * +*!(& ( #.# +".%"# E *#%* (#" "'" *! !"& NO .*%( " '." '(+*%& * **+(! 6 *'"# *#(" * .( (.&%"+&( * '(+*%& .* "#&#%* * !( *;(!.(& * %"" *! #&#%*'( * '(+*%& * .( *'+*#( *#%" #*+&( *! *%"+"6 ",*%&;"#6 !(*# 6 **.&"*#6 *#%+(%*&(# < (%&;&(*# * '(+*%& " *! & * *%*%(+ ('*(?(# < ""+%.&(*# < +*"'*(+ . !( * (& (+( '*"+(+ *! +*&'&*%"
11 *RESENTACION DEL *LAN T+(# *!(,"+(+ *! !( #* *,* *%+*(+ ( !( *+#"( " *+#"(# *(+((# * (+!* *! ;&#%" ,.*" U( ;*? (+",(" #* (+@ $,!&" ( %""# !"# *#%&(%(+&"# &%*+*#("#6 !"# .(!*# .** #*+ '.< &;*+#"#: C"#*" * A'&&#%+(&6 J.%( G**+(! * A&"&#%(#6 &;*+#"+*#6 !&*%*# "%*&(!*#6 '*&"# * "'.&(&6 *% E (!."# (#"# *! !( * '(+*%& #* (* $,!&" * (.*+" ( &#"#&& *! &%*+*#(" E *! *#(++"!!" * !( +*#*%(& #* *,* &#"*+ *! #.&&*%* %&*'" "'" (+( "'*%(+ %"" *! !(6 "+ !" .* (! '"'*%" * +*(+(+ !( +*#*%(& #* *,* ((!&?(+ !( &"+'(& '@# +*!*;(%* (+( *! (.&%"+&" (! .* "# ;('"# ( &+&&+ U '&#'" !( * '(+*%& #* .** +*#*%(+ * &*+*%*# "+'(# **&*" *! @+*( (! .* #*+@ */.*#%"
12. Acciones utur$s C"'" #(,*'"# L"& *# . *#%(,!*&'&*%" *"(" * *! %.+&#'" '"&!*+"6 "* #. +&&(! !&*%* #" *+#"(# .* *&* ;&((+ "+ ;(+&"# '*#*# %*&*" . +*#..*#%" !&'&%("6 *! .(! ,.#( . "#*(* *"'&" < .*
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
AneFos
1.*ro0reso
2.Reserv$ciones
). Tr$0o "e cortesi$
. *o#o "e cortes@$ or v$ri$s est$"i$s
