1
MARKETING MIX PARA SERVIENTREGA.
ANDRES SIERRA ANGEL MURCIA GUERRERO EDGAR RINCON GERALDINE SALAS LAURA GUERRA TANIA TANIA VELANDIA INTENCIPA INTENCIPA
DOCENTE: FRANCISCO ESPITIA NRC: 6535
MERCADEO
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CORPORACIÓN UNIVERSITARIA MINUTO DE DIOS BOGOTÁ 2016
TABLA DE CONTENIDO
1.GENERA 1.GENERALIDA LIDADES... DES............... ........................ ......................... ......................... ........................ ........................ ........................ ....................................... ........................... 1.1INTRODUC 1.1INTRODUCCIÓN.. CIÓN.............. ........................ ........................ ......................... ......................... ........................ ........................ ........................ ............................ ................ 1.2 EMPRESA PRODUCTORA..................................................................................................... 1.2.1 !"UI#NES SOMOS$.......................................................................................................... 1.2.2 MISIÓN......... MISIÓN..................... ........................ ........................ ......................... ......................... ........................ ........................ .......................................... .............................. 1.2.3 VISIÓN.......... VISIÓN...................... ........................ ........................ ......................... ......................... ........................ ........................ ........................ ......................... .................. ..... 1.2. POL%TICA INTEGRAL......................................................................................................... 1.2.5 PRINCIPIOS & VALORES CORPORATIVOS..........................................................................5 1.3 ANTECEDENTES & EVOLUCIÓN DE LA MARCA.....................................................................5 1.3.1 'ISTORIA.. 'ISTORIA.............. ........................ ........................ ......................... ......................... ........................ ........................ ........................ ......................... ...................... ......... 6 1. SEGMENTACIÓN DEL MERCADO.........................................................................................( 1..1 GEOGRÁFICA GEOGRÁFICA........... ....................... ......................... ......................... ........................ ........................ ........................ ......................... ............................... .................. ( 1..2 DEMOGRÁ DEMOGRÁFICA FICA............ ........................ ........................ ......................... ......................... ........................ ................................................. ..................................... 10 1..3 SOCIOECONÓ SOCIOECONÓMICA MICA............ ........................ ........................ ........................ ......................... ......................... ........................................... ............................... 12 1.. COMPORTAMIENTO........................................................................................................12 1..5 PSICOGRÁ PSICOGRÁFICA FICA.............. .......................... ........................ ........................ ........................ ......................... ................................................ ................................... 13 1.5 COMPETENC COMPETENCIA... IA............... ........................ ........................ ......................... ......................... ........................ ........................ ........................ .......................... .............. 1 1.5.1COMPETENCIAS DIRECTAS DE SERVIENTREGA...............................................................1 1.5.2 COMPETENCIAS INDIRECTAS DE SERVIENTREGA...........................................................15
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CORPORACIÓN UNIVERSITARIA MINUTO DE DIOS BOGOTÁ 2016
TABLA DE CONTENIDO
1.GENERA 1.GENERALIDA LIDADES... DES............... ........................ ......................... ......................... ........................ ........................ ........................ ....................................... ........................... 1.1INTRODUC 1.1INTRODUCCIÓN.. CIÓN.............. ........................ ........................ ......................... ......................... ........................ ........................ ........................ ............................ ................ 1.2 EMPRESA PRODUCTORA..................................................................................................... 1.2.1 !"UI#NES SOMOS$.......................................................................................................... 1.2.2 MISIÓN......... MISIÓN..................... ........................ ........................ ......................... ......................... ........................ ........................ .......................................... .............................. 1.2.3 VISIÓN.......... VISIÓN...................... ........................ ........................ ......................... ......................... ........................ ........................ ........................ ......................... .................. ..... 1.2. POL%TICA INTEGRAL......................................................................................................... 1.2.5 PRINCIPIOS & VALORES CORPORATIVOS..........................................................................5 1.3 ANTECEDENTES & EVOLUCIÓN DE LA MARCA.....................................................................5 1.3.1 'ISTORIA.. 'ISTORIA.............. ........................ ........................ ......................... ......................... ........................ ........................ ........................ ......................... ...................... ......... 6 1. SEGMENTACIÓN DEL MERCADO.........................................................................................( 1..1 GEOGRÁFICA GEOGRÁFICA........... ....................... ......................... ......................... ........................ ........................ ........................ ......................... ............................... .................. ( 1..2 DEMOGRÁ DEMOGRÁFICA FICA............ ........................ ........................ ......................... ......................... ........................ ................................................. ..................................... 10 1..3 SOCIOECONÓ SOCIOECONÓMICA MICA............ ........................ ........................ ........................ ......................... ......................... ........................................... ............................... 12 1.. COMPORTAMIENTO........................................................................................................12 1..5 PSICOGRÁ PSICOGRÁFICA FICA.............. .......................... ........................ ........................ ........................ ......................... ................................................ ................................... 13 1.5 COMPETENC COMPETENCIA... IA............... ........................ ........................ ......................... ......................... ........................ ........................ ........................ .......................... .............. 1 1.5.1COMPETENCIAS DIRECTAS DE SERVIENTREGA...............................................................1 1.5.2 COMPETENCIAS INDIRECTAS DE SERVIENTREGA...........................................................15
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1.6 TENDENCIAS DEL SECTOR................................................................................................16 2. ESTRATEGIAS DE PRODUCTO.............................................................................................1) 2.1OB*ETIV 2.1OB*ETIVOS........ OS.................... ........................ ........................ ......................... ......................... ........................ ................................................... ....................................... 1) 2. IMAGEN CORPORATIVA.....................................................................................................1( 2..1 MARCA....... MARCA................... ........................ ........................ ......................... ......................... ........................ ........................ .......................................... .............................. 1( 2..2 CLASE DE MARCA...... MARCA.................. ........................ ......................... ......................... ........................ ........................ ........................ ........................... ............... 20 2..3 DISTINTIV DISTINTIVO O DE MARCA....... MARCA................... ........................ ......................... ......................... ........................ ........................ .............................. .................. 20 2.. LOGOTIPO. LOGOTIPO............. ........................ ......................... ......................... ........................ ........................ ........................ ........................................... ............................... 21 2..5 LOGO+S%MB LOGO+S%MBOLO.. OLO.............. ........................ ........................ ........................ ......................... ......................... ........................ .................................. ...................... 21 2..6 SLOGAN..... SLOGAN................. ........................ ........................ ........................ ......................... ......................... ........................ .................................. ...................... ........ 21 2.5 ELEMENTOS.... ELEMENTOS................ ........................ ......................... ......................... ........................ ........................ ........................ .................................... ........................ .... 21 2.5.1 EMPA"UE EMPA"UE............ ........................ ........................ ......................... ......................... ........................ ........................ ............................................. ................................. 21 2.5.2 EMBALA*E..... EMBALA*E................. ........................ ........................ ......................... ......................... ........................ ........................ ........................ ............................23 ................23 2.5.3 RÓTULO O ETI"UETA.....................................................................................................25 2.6. SURTIDO.. SURTIDO.............. ........................ ......................... ......................... ........................ ........................ ........................ ....................................... ........................... ....... 26 2.6.1 SOLUCION SOLUCIONES ES NACIONALE NACIONALES........... S....................... ........................ ......................... ......................... ........................ ................................ .................... 26 2.6.2 S,-/, I4/,-............................................................................................30 2.7 CICLO DE VIDA8 ETAPAS & ESTRATEGIAS..........................................................................31 2.7.1 CICLO CICLO DE VIDA............. VIDA......................... ........................ ........................ ........................ ......................... ......................... .................................... ........................ 31 2.7.2
ETAPAS..........................................................................................................................32
2.7.3 ESTRA ESTRATEGIAS......... TEGIAS..................... ........................ ......................... ......................... ........................ ........................ .......................................... .............................. 32 2.( VALOR AGREGADO 9PROPUESTA DE VALOR....................................................................3 3. ESTRATEGIA DE DISTRIBUCION..........................................................................................3
3.1.
OB*ETIVOS.......................................................................................................................35
3.2. CLASE DE DISTRIBUCION.............................................................................................. ..36 3.3. CANALES......................................................................................................................... 36 3.. COBERTURA & TIPOS DE COBERTURA & PUNTOS DE VENTA............................................37 3.5. ALMACENAMIENTO & BODEGA*E......................................................................................3) 3.6.
TRANSPORTE...................................................................................................................3(
3.7. PROVEEDORES................................................................................................................ 1 REFERENCIAS......................................................................................................................... 5 1. GENERALIDADES. 1.1INTRODUCCIÓN. S;4< S.A. /,44= /,>, - = 4<- = =4?/@ > <= = C,-,>?8 =,--=, = ,-/, /,4 ,;/@ /,-//@8 4,48 ->/>4,8 > >?-8 -,<4/ ,>,/,-8 =4?/@ = =,/>4, >//. A 4 =- 4 =,/>4, =,-- ;4< - >/- = >/=, = - >/ >/,= 4,>4H ?,= 4 /,>, <-== = - >8 44< = ,=/4,8 44< = =4?/@8 44< = /,>//@. C= 4 /, /4;, ?4>8 4= /,,/ =4/ ->4, J/4, /- == - ;@ =- >/=, ;-; 4 /,> - >4 - =,--, = /4;== /,@>/8 - =?-== 4>, - /,,-==, /,>, = - > > /,>44; = C,-,>?.
1.2 EMPRESA PRODUCTORA. 1.2.1 !"UI#NES SOMOS$ S;4< S.A. /,> ,4= 4, /-4 ,-/, 4<- = -,<4/ /,-//@8 4,48 ->/>4,8 >8 >?-8 -,<4/ ,>,/,- =4?/@ = =,/>4, >//. C,4>, /, 4-4, >, 4/,8 /,>,>4=, =@,8 /, /-4 /44= = ;/,8 4? ,8 > ,4=, J, -4=, ?/ J>- 4, . R/=, =: 44:.;4<./,>,4-/,N4E> 1.2.2 MISIÓN. S4J/ 4,4->4 - /== = -,<4/ /,>//@ 4<- = 4, /-48 4; = - /-/ - ;/,8 - =,--, 4<- = 4, -= = //@ - 4=, = /,>,>, /, 4 J>- 4, . R/=, =: 44:.;4<./,>,4-/,N4E>
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1.2.3 VISIÓN. ">, S;4< >,=-, = > -= ;/, = -,<4/ /,>//@8 , <==8 ,,4== /?>4, A>/8 /, / /,>44; ;- >=-. R/=, =: 44:.;4<./,>,4-/,N4E> 1.2. POL%TICA INTEGRAL. B=, 4 D,/4 I44/,- >/= P/, V-,8 4, D//,>4, E44</, =- S4>, ", QS44?-== , /,=/ - == ,/-8 -?, >?4- //>4, /,@>/,8 , /,>,>4>, 4J/ - /==8 /44; /,>,>, /, 4, <, ,/- ,?4;,8 >=4: •
• •
•
•
•
• •
•
E- />->4, = - - = - R?-/ = C,-,>?8 - ,>4;== -/?- 4 /4;== /,@>/ - =/4/ 44/,-. E- >,>4, /,4, =- E4= G/- M,=-, QS. L ? /4/ = G,?, C,,4;, = ,?-== ,/>-. L >->4/@ = /,4,- ?-= - C,> = /4;== -/4. L <4@ 4<- = <, ,4= ; /, J/4 - 4<== = -, C,-?,=,8 - J,>/@8 - J4/4 = - C,>8 -, ? = 4/, - /,4== =- <,/,. E- />->4, = - ,> = <== = - J,>/@ <4=, /,=/-==8 4<== =,?-==. L ;/@ = //=4 = 4?, , J>== ,J,-. L ;/@ = - /,4>/@ >?4-8 /,4,-=, - , /4 ,?- = /, 4- /,>, < <8 - /,4,- = >, 4>,J/ - /,/4 <4@ =,/@ = =,. L =,?-== = -, /, /, - />->4, = - 4 ,-4/. R/=, =: 44:.;4<./,>,4-/,N4E>
1.2.5 PRINCIPIOS & VALORES CORPORATIVOS • • • •
•
• • •
•
E S;4< 4>, /,;/=, : L J D, = 4=, ;-, - ;=. E- />->4, = - - <4 4 4?-==. E- =-,<, J=>4=, - @8 - /, >=, => - =J/. L =J/ ,/-8 ,-4/8 /,@>/8 /-4-8 -<, = <, /- , /,44 =<-==. E- 4?, ,=/4;, >4 - //>4, ,-8 J>- ,/-. C, =/-8 4?, , 4,/,4,- 4,=, <>,. E- 4=, /,> - -@</ >4 - ,;/@8 ,=/4;== /,>44;==. E- /,@ = S;4< - C-4. E- <4 4 4?-== =,--,.
6
•
• •
O,4==8 /,?-==8 <== ?-== , 4 @ = - ;/,. L /,>4/ , ; = = , / <=8 4 -, <=. A/4=, /, --4=8 ,4== 4,8 /,4?>, - /,4//@ = ,/== =< . R/=, =: 44:.;4<./,>,4-/,N4E>
1.3 ANTECEDENTES & EVOLUCIÓN DE LA MARCA. QM/ C,>/-: /,,= ,>?8 >?,-,8 J8 -> , =, </, =, //, - ,>? = - > - ,=/4, , ;/,. 9M,,8 2013 “Ilustración %” logotipo 1988, Referencia(http://csi.servientrega.co.co!
“Ilustración 1” logotipo 1982, Referencia(http://csi.servientrega.co.co!
“Ilustración "” logotipo 1991, Referencia(http://csi.servientrega.co.co!
“Ilustración 2” logotipo 198", Referencia(http://csi.servientrega.co.co!
“Ilustración #” logotipo 198$, Referencia(http://csi.servientrega.co.co!
“Ilustración &” logotipo 1998, Referencia(http://csi.servientrega.co.co!
“Ilustración $” logotipo 2''$, Referencia(http://csi.servientrega.co.co!
7
“Ilustración 8” logotipo 2''$, Referencia(http://csi.servientrega.co.co!
)
1.3.1 'ISTORIA. S< - ,4- ? .;4<./,>92016: SERVIENTREGA SERVIENTREGA S.A. > 4< - /= = ?4/>4,8 ?==, ,-/, 4<- -,<4/ /,>//,8 , -= - /4, =4, =- >/=, /,-,>?,. F /,44= =/>4 - 2( = ,;>? = 1()2 </ -, J, = ,/, J==,. E- =,--, //>4, = S;4< J=>4=, >,=-, E44</, "- - /- =/? /,4/@. 1
P> , 91()2+1()7 GESTACIÓN S;4< / - 2( = ,;>? = 1()2 , -, >, L M * G,8 ;- - ,,4== = >, - 4/@ =- ;/, = 4,4 = ,? 4. C, 17.500 , -,< = -, ?/, /?=, /,>, /,-?,=, > = 4,48 /,44 - /4- /- = - >. O -, >, C-4 4=, > = /<8 4,4 </ = -, =4, = C- B;4 ==, =>4 B--8 B/><8 M=-- C4<. S<=, , 91())+1((2 POSICIONAMIENTO M,;=, , - 4 = < //4 - >/4, = >/ - - > /> = /44;: !S? 4= S;4<$8 <= , - 4 QS;4< 4< < J /,44@ - -,< = - C,> , = -, ;-, > >,44 = - >/. P 4= - //4 =>= >4 - ,-4/ = =J//@ , ;/, /,?48 4?-/ - J,4-/ - J4/4 ;/- 4; =- 4> = -<. C, - ,@4, = -/ - /,,/>4, = <4, >4 - >>, 44/,-8 / - E4= = G4@ G/- M,=-, QS /,44 - , , = S;4<. T/ T/ , 91((3+1((7 DIVERSIFICACIÓN U /4 -?, = >/=, /, J - //@ = ;, ;/, /,>, - 4,4 >;, = =,/>4,8 ;, 4/,-8 > - ,;=,, ;/, Q'O& MISMO8 MISMO8 J,4-/ - -=<, - =<, = S;4<. 1 S;4<./,>. 92016. ensa)er*a +presa, ensa)er*a especiali-aa, transporte, log*stica nacional e internacional. oluciones log*sticas, recolección, transporte, alacenaiento, epa0ue, eala)e, istriución e ocuentos ercanc*as. +R3I+45R+67. +R3I+45R+67 .
(
E- 4-4 >==, - >4 ,;=, = -, >, G, '= <= - //@ = ; >: S;4< S ;4< ,-==8 CVL,<4/8 EJ/48 D>,8 G-,?- M<>48 T>@8 R= 4/4; T,4T,4- <,. A - /, - ;,-/@ = - >/8 = - ,-/, - = = /,>/-/@8 /, =,/< =4?/@ /,4 - -4J,> =- ,4, E- D,=, = B,<,48 =- > >,=, Q/4, 4/,- = -,<4/ = L4,>/. C4, , 91((2+2002 CONSOLIDACIWN S;4< /,4 - 4, = > /,>44; =,--=, ;, J/4, = /,>44;== /,,-==, /,>, /,> 4<- = /,>//,8 /,>/-/@8 -,<4/ >=, = <,. I>->4 ,;=, >,=-== = <, /,>, - 4/>?, >-8 <, /,4 4< - <,8 //= - ,4J,-, =- 4=, 4; = , ==/=, =,-- ,/4, /-. S 4/4 - ,-/@ = M/, >/=, ,4= - >, = - -,<4/ ,>,/,-8 / -, QC4, = S,-/, I C,> ?/=, - ,/ /4, = ,=//@ = -, C-4. L, ,/, /4/ ,> 4/,- = /-== J,4-/ - 4>4/@ 4,>4/@ = - ,/, /, 4/,-,< = 4. "4, , 92003+2007 INTEGRACIÓN S;4< ;-, = >/: <==8 /,>,>,8 //8 4<-== <-,?-==. P ,= - /== = -, /,>=,8 4= - /-== >4 , - <-,?-/@ - ;4-/@8 ;,-/, ,4J,-, = ,=/4, S,-/, , >/=, ?, - 44< QC4, = S,-/, >=, - ;4 /,>44; = /= = - > /=, 4 = S;4<. E- 4= = IJ4/4 L,<4/ = , - /,4//@ =- C4, = L,<4/ P8 /,>, ,,4 - /= ,=/4; =- E /J4,. S4, , 9200)+2012 EXPANSIÓN S;4< ;,-/, ,4J,-, = ,=/4, ;/, S,-/, S/4, = - E/,,> -==, - 44< QC4, QC4, = S,-/,. L, F/4, F/4, = /,>44;== -, /- >==, -, >, 25 , 4< > ,, =,>=, E- C/-, V4,, = - C,>44;== /,, -, ->4, > >,44 /, S;4< /,>4 - >/=,.
S4>, , 92013+2017
10
SUSTENTABILIDAD S=, -, , G4/@8 P,/,>4,8 D;//@8 C,,-=/@8 I4</@ E@ =4 30 , = ;,-/@8 S;4< /> ; =>@: L S44?-==. L S44?-== >/= C/>4, E/,@>/, /,,-= >,=-, = ,=/4;== 4 = - 4,</@ = /,. L S44?-== ?= - E== S,/- ,4= -; - ;- = 4J//@ = -, <, = 48 4=, - ,?-== ,/- > /. L S44?-== /, EJ, A>?4- ?/=, >4< - -- = /?,,8 /=, > ->, -, ,/,8 =/ - >/4, - >=, >?48 /=, /, - /,-, = >/ - 44< Q==, -- ;=. A=/,- /,4>, 4=, ,- 44>,, >/,=, , * G, '= 4; =- ,/, = //@ /,,-=/@ = S;4< S.A. D /=, '= 9/,>, /4@ M,-81((6 Q - / /? 44 =, >- ,8 = -, /- == =/4 / 4, /, > > L M /,> = 4,4 = , 4 4 B,<,4 B;48 /, -, ,4, / >- /,> =, ;4=, ,8 =, /> = >/8 =, /,?4 = /-==8 =, = 4, ? ?,4,8 ==/> 4 -, , --> S;4<. D /=, '= 9/,>, /4@ M,-81((6 QP ? /- ,4 4 J -<, > 4/-8 , -, <4 <,- /,<>, =? 4 / - 4-J@/8 >>, J/, C-8 M=--8 B-- ,4 /==. E- 4> /,4 ?/ /,,/=, , J>- 4; ><, 4- -<. C/4 , B/><8 , >-,H -, ?/?>,8 ,,>, - </ <,-8 - ?-?>, = ,/4 4,=, ,8 /?>, <,/, -4,8 4 /- ,/ = //@ =- <,/, /, /--, 4> ?>, >/ 4. 2
QA 4; =- - = >?- -?, = =>4/@ -?,=, >,=-, S 9M,-8 1((6. S< '= 9/,>, /4@ M,-81((6 Q=4=, - /== // = 4, = - >8 > 4,= - 4/4 < = //@ = - ,</@. E 4 >->4/,8 4>, = - >@ ,- = - -/@ 44</ /= = - > = - ,</@. C= /4;,8 /-=,>8 4 4>? -/@ ,-8 ;>, / /,>, -, ;>, /8 44, /,>, /= > ; <. T,=, 4 > ? -=,
S< 9E/,?8 2015:
2 M,-8 '. 91((6. 7 puro pulso. S4J = B,<,48 C,-,>?: C/-, = L/4,.
11
E 4 =/= J=, 3( >8 = - /- 1 , ,/== - 4, /,,/, 4,. L /,> --<@ -, 10 >- >-=, =/4, =/4, C,-,>?8 > = 22 >- /,-?,=, >8 4=, //, H P, = R-4 4 =, ;, = /< 2200 ;/-,8 4 4/4,>-8 />, J<,H = =/ / - ?, G- , /4 /, =/, ,, > = 4 >- /4, = ,-/,H = ; 350 /<, 1()28 --<=, > = 120.000 ;, -8 = < 1(.000 >- -,<=, <, , > = 500.000 >--, = , , ,H - , =/?- > = > = 35.000 >--, = , = 4-== 4 -. D /=, '= 9/,>, >/,@ Y>,8 2012 Q=, , 4 9P8 E/=,8 P>8 E4=, U=,8 V- C,-,>?8 , - >4 8 /,>, -, =/ -,< ZR;=/ A>/[.
1. SEGMENTACIÓN DEL MERCADO. 1..1 GEOGRÁFICA. Nivel América
“Ilustración 1'” R++4I7 45I4+457; (http://ccalia.org/
?.pf! P O<: C,-,>?. S;4< ?/ - >, = -, >/, = C,-,>?8 /, / =/4 , /, -=,. C, / : E4=, U=,: C=H P>H E/=,8 P8 V-. Nivel Colombia
12
“Ilustración 11” R++4I7 47I47; http://ccalia.org/?.pf Segmento Particular: S;4< ?/ P4, = A4/@ - <= /==8 /== >/,8 -, /- -4, \, = ,?-/@. Segmento Institucional: L, C4, = S,-/, = S;4< 4 ?/=, - <= /==8 - /- -4, \, = ,/,8 =,= >, /,/4/@ =- /4, =4-.
A/4->4 C,-,>?8 S;4< =4? )00 >/, /? > = 100 ,?-/, /- /,>, C,8 C4, P,?-=,8 //, = ,-/ =4>4- M/-. R/=, = 44:.;4<./,>,4-/,/,-4=4,4/4, S;4< /4 /, /,?4 = 1.023 >/, = C,-,>?8 <=, =4>4, 4, ; 4<=, = <, = > =/4-= = /=, /, -, ->4, = - D//@ G- = B,<,4. C?/ = R<,- - : B,<,4. O//=4: C-. N,4: B--. A4,: M=--. O4: B/><. E CJ4,: P. C4,: C,4.
13
LL,: V--;//,. B,/: C?/ = R<,-. S: N; Nivel Bogotá
P4, = 4/@ ?/=, 4,= - -,/-==.
1..2 DEMOGRÁFICA. Descrici!n "e las coma#$as a las cuales se "irige Servientrega:
S/4, ;/,: A?/ =; >8 == <= /,,/, / , > = 4-J,8 =, , 44/, =/4; /-, -- 4 ;/, = ?-/== >/=,. S/4, G,?,: C,4, = ,<>, =>44;, =- E4=,. S/4, I=4: P,=/4, 4>=,. E 4 /,8 -<, = - = 4-/, = J?//@ , 4-==, -, C4, = D4?/@ 4,=,. ]S;4<.8 IJ,> = S,4?-== 2 012 ^R,?-== N4, S;/,N4, C-4_` Tama#o "e la coma#$a%
S;4< ?/ =4/ 4= - /== -,<4/ = /= , = -, /4, = - /,,>. L /,> - /- =< = > ,8 < >, =< - >= 9-4 =,>/ - >/=, =- /,>/,8 4 ->4=, ;,-> = <,/, = ,- <= > 9-4 =,>/ - >/=, =4-8 -4, ;,-> = <,/, = ,-. &uienes son sus clientes:
C-4 4/-: U4- - ;/, ,/,->48 , 4 J// =/?-. C-4 44/,-: S, 44/, ?-/ , ;= 94/4 - <,?, , / 4 = - /= = ?4/>4, = -, =J4 /4, = - /,,>. E4 4, = /-4 4 J// = 4-/@ = , , ;,
1
;/, , -, --< >/, = -, /, 4?-/ /,44, >, = /4;== -,<4/. Pro"uctos o'reci"os%
S/4, ;/,: A=>4/@ =,/>4-8 - =/, = >4- POP - 4< = J/4. S/4, G,?,: D,--, = ,/4, /- /, J4/4 -4 ==/=. S/4, I=4: V== = ,=/4,8 , - -4=, = ,/, =4-: ->4,8 >=/>4,8 4/. S/4, C,>/,: P,=/4, 4=8 ->/ = /=8 ,=/4, -. Caaci"a" "e Pro"ucci!n%
L //== = ,=//@ -/ - /, =- S/4, I=48 ===, = - /4== = ,=/4, =>= - >/=, -, S;4< 4 //== = <4, /4, J4/4 ,>4;== -,<4/. E -, /4, S;/, G,?, =? 4 /4 , 44 = ,=/4, 4<?-8 4 =<=, >-, <>4, 9/?, = ;/,8 =,/>4, ?/,8 =/-8 4/. - /- 4 -4 ,4/@ = =,/>4,. Tecnolog$a "e la Coma#$a:
S/4, ;/,: A 4 /4, > 4/,-,< ?-= 94<?-8 S;4< /< = - -,<4/ 4/@ = =,/>4,. S/4, G,?,: A /,>, - /4, ;/,8 4 > 4/,-,< 4<?-8 S;4< 4 4 /4, ;/, = /,-//@ ;, = =,/>4,. S/4, I=4: M 4/,-,< = 94<?- /< = 4J,> -, ,=/4,8 ; 4 > =-4 --< =4, - =,= , = -, 4; 4 /= - ,=, -,<4/,. E4 /4, 4>? > 4/,-,< - >4 > - J,>/@ = > J/- /,?- 9S4> = IJ,>/@. S/4, C,>/,: S , /->4 - T/,-,< = - IJ,>/@ - C,>//@.. ]S;4<.8 IJ,> = S,4?-== 2012 ^R,?-== N 4, S;/,N4, C-4_`
15
1..3 SOCIOECONÓMICA. Precios "e los servicios:
E- /-4 4/- 4 =4, < , -, ;/, - ?= - >, <== /,. E4, ,/ > /=, - /,>=, , , =;/, 4 - //== /,@>/ = =/, ;/,. D <- >8 - /-4 44/,- ?/ <== /, - ;/, - 4 - > /-=. C=, 44 = 4 4, = /-48 = - /=, , /,44, / - ,/@ -,<4/ /, -4, \, = ,=/4, = / --< =4, -H 4 /, > ,4 J,> = <, = ;=/ -4, \, = =, --< > <= /4==. Activos totales:
N,>->4 - /,> / , = -, ;/,8 = > , 4,4 /-=, 4 >= , -4 /4== = /4;,8 -, /- , 4 ; =/4>4 /, - ,=, -,<4/, 4 ;/, /-=,8 , >4 > /4;, 4< , ; - /== = = > /, ,=/ /= ; > ,=/4, , ;/,. Tio "e emresa:
S;4< 4 ;/, > = ;/, 9?-/ ;=8 ?/,8 ,=//@ /,>/-/@ = ?H - /- NO 4 /,>, /- ,?4;, - /4;== = ,/@ -,<4/. A-- =,= 4; - 4//@ - 4/@ = 4 4, = ;/, /-=,. Cometencia:
L =4//@ = - /,>4/ =- /-4 - - 4 - ;/, /-=, 9 =- /4, <,?,8 ;/,8 =4 , /,>/, = > >,4/8 >4 =,4 44< >, - /-== =- ;/, ;-; > ,-=,8 -, /- \ = > ,4; - //>4, =/-4 , =- ;/,8 - /- /,>=, /, -4=, ,4;, ; < =, 4 , /,>/- /, - ,;=,8 4 /, S;4<. 1.. COMPORTAMIENTO. P4/-: S, , ,/, - 4 /,4, =- ;@ , > ? - 4 -, <4.
16
• • • • •
E</ = /,=/, = ,=/4, C>->4, = - ,J4 = ;-, C-?/@ = /=, = ;/, C4//, = /-== A=4, = 4/ 9;4<8 2011 I44/,-: E - /, = - 44/, , > , 4 - > 4
;== = ,=/4, , -, /- - > /4 ,=/4, >=, /, - /,=/, =/=, /= ,=/4,: •
•
• •
M4 4= = /-== , /> = - /== </ =/-4 S>4 J,>/@ ;8 /4 ,,4 = -, ;/, ,J/ - /,> M4 - /,>//@ >4 /, - , >=, = - 4/,-,< = 4 M4 /,4,-8 >4 @- / >> -, <, =4,4 9;4<8 2011 C4== = /,> L, =J4 /-4 /,>, 4/- 44/,- 4 =J4 4,
/4== = /,> /,>, , >-, -, 4/- ,-, / ;@ , /4 , /= ; -, /4 >4 -, 44/, 4- ;@ > <= = -->=, >;, , -, /- - /4== , >/, > >, > <= - = -, 4/- 9;4<8 2011 (%)%* PSICO+,-.ICA. Tangibles:
L, ?/, ;4< , J4 => /,>4=, , >48 /,>4=, , /, > ?4, ;4< , >,
17
<== /, /< /,?-== 4 ; --< > <, ,4, = /,>4=,. P4/-: L, 4/- ;, --< /,=/@ ,4> />-=, /= /4//@ /== / /,;4 , ;@8 --< >,>4, ,,4, -< - /-4 /4
I44/,-: M4 - /-4 44/,- = > 4,= - /4== = /< --, ; 4,=, -, > , > />-=, - /4== = >// --, ; - /,=/, / =?-== =4 4. 9;4<8 2011 C-==:
L /-== /-4 - >, ;-- = /=, -, /, <, >,;- /4; >// = 4- >,=, > , - >, 4 =- 4>, >// --< > ? /,=/, -< = =4,. 9;4<8 2011 I4<?- S44:
•
•
I/,4/ - G F,, L4,>/, = C-== ,4,< S;4< S.A. /,,/>4, - <4@ = - /-== <=/>4, - ,, ?==, - R;4 QN,> a C-== /-?/@ = -, 25 ,. S4>? = 92010. E4 a &,< L R;4 D, ,4,< - P>, E>==, =- , M4 200( - D. L M G, .'= - D. * G, '= -4=, /-== = E>==, =- , 9200(.
1)
•
•
•
•
•
•
•
•
L F> M/, = E =4/@ S;4< /,>, = - 100 > /, >, 4/@ C,-,>? = - > - C4<, = L,<4/8 M, = 9200). P>, - C-== S>/ ,4,<=, , - A,//@ B- = I/4;, - C-== ]A?`8 S P?-, B- 92007. P>, 4/,- = /-/ T B A= ,4,<=, , ,-= C,J=4, ,J B8 ,-=/,?8 S4>? = 92007. C,=/,/@ O= C;- - M4, Q*, A/;=, G@> - G=, G C ,4,<= , - C,/, = B,<,48 =/>? = 9200. P>, O, = D>4 - C-==8 C,>,>, E/-/ ,4,<=, , - > = ;4</@ /,-4, O4 M<>4 a C,-4<8 B- A-> 9200. T,J, 4/,- =- T,48 ,4,<=, S;4< , T= L= M== E /,>, - > = T,4 > =4/= A>/ L4 9200. P>, P,4J,-, - S;/, - C-4 QS;4< 92003. C4/=, = G4@ = C-== ISO 9(001 b 2000 ,4,<=, , - ICONTEC 9;4<8 2011
N<,//@ L <,/ =- /-4 4/- = = = , >-, - =>, = ;@ - =4/ =- ;@. M4 - = 44/,- == =- /,44, J,> 4 - =, /,> S;4< /4;, /-4 = /- /,44,.
E4/4 =- ;/,
1(
F4: 44:.-=.4=<1330<,+1+103607$4c-=,d1
1.5 COMPETENCIA. 1.5.1COMPETENCIAS DIRECTAS DE SERVIENTREGA
20
+cho por 7nr@s ierra en icrosoft oAce. e INTERRAPIDISIMO: 4 -, ;/, = >8 <,8 /<8 /, -, > -4, 4= = /-== 4; = = -,<4/ 4<-8 , -4 4/,-,< - >4 - ;, -< =4/ 4>, /,=. e COORDINADORA: B= - > /,>-4 J,>/@ ,? - <>4, = ;,. =>8 - >// ; < , /,,==, </ - >,4,, 4-4-8 7 = = - >8 - 2 , =- =. e FEDEX COLOMBIA: OJ/ ;/, = ;, 4/,- ;/, = > > = 220 =4, = 4,=, - >=,.
21
e DEPRISA: L == = <,/, = A;/ 4 ,-/, - /== -,<4/ = ;, //@ = =,/>4,8 4 , >/=. C, > = 600 4, = ;/, 4, - ;<= = /,>4/ ,? 4,=, ;4/,- </ - 44</ /, UPS8 -, - >4 --< > . e TCC COLOMBIA: OJ/ ,-/, - /= = ?4/>4, = -, /-4 =J4 /4,. D,-->, - = <,/, /, /4, = - /= = ?4/>4,. U4->, - 4/,-,< /,>, ?-4=, = -, <,/, =4, = - /= = ?4/>4,. C,4>, //== ,</,- ,,4= , = -4, =>, TICf. G>, /,,/>4, = 4J,> - /4,. L=>, /4; ?/ - /,>== 4; = 4 <4@ ,/-. e D'L: E;, 4/,- H =/@ <-,?- = /< , 4,4 ,8 >4>,8 44 J,;,H ,-/, = ->/>4, == /<< 4 /, =@4,H ;, ,4- 4/,- ,4, ;/, -,<4/, ,-=,: /, 4,=, -, / D'L8 ,,4, J/-4>, - /,4/4, 4 - , /,4?>, >, /-== = ;=.
22
e ENVIA: T>, /?>4, 4/,- > = 200 44,, -==, =- >=,8 4; = - /, O=, = 4-- >=-8 C,4>, /, 4/,-,< 4-4- 9GPS AP8 /, -, /- ,=>, ?= <== ;, J,>/@ 4>, -8 => , >4 /,4 /, S4> = <,J//@ >,4,, = - 4 >, ,=/4;==.
1.5.2 COMPETENCIAS INDIRECTAS DE SERVIENTREGA. e AEROMENSA*ERIA e T'OMAS EXPRESS e AXPRESS e TUSMANDOS.COM e UPS e EBOXLOGISTIC e AMERICAN LOGISTICS e DOMESA e YOOM e AEROENVIOS e REDETRANS e SURENVIOS
23
e COPETRAN CO/PETENCIAS INDI,ECTAS DE SE,0IENT,E+A Emresas 1ue se encargan "e env$os "e giros:
e FINANCIERA DE PAGOS NACIONALES e REDSERVI e MOVILRED e RED MIA e COLGIROS e GIROS ENVIA e DAVIPLATA e GIROS BRASILIA e GIROS BOLIVARIANO e GIROS & FINANYAS e SUPERGIROS e TGIRO e GIROS AL INSTANTE e GIRAMOS e +72
2
Emresas 1ue se encargan "e transorte "e asa2eros 3 transorte "e mercanc$as:
e COTAXI e COOTRAGUA LTDA e FLOTA LA MACARENA e TAXISVERDES e EXPRESO BOLIVARIANO e MAGDALENA e OCCIDENTAL e COOTRANSTE"UENDAMA
1.6 TENDENCIAS DEL SECTOR. S< >/, 9infore nacional e copetitivia 2'1%=2'1"8 2016: L -,<4/ /,;4 J/4, J=>4- /,>4 44, -, >/=, /,- /,>, -, 4/,-. E- ? =>, -,<4/, /,>= /,4, = ;?- b/,>, J4/48 /,>44;== /-== ;/, = 4,4H // // = 4,H //== = <>4, -,/-/@ = >//8 4 ,4,b8 >4 ,4> -, 4>, /,4, = 4,48 ->/>4, =4?/@8 == - J = >4, 4 - /,>=, -. D /=, - =, <,- <,=<4-. -/ 9C= = S>4,8 2016: L > = 4 4=/ - < -> == , - > ;4=, 4/,-,< ->8 = , 4,4 /, >, >/4, >?4- - ; =/ /,4, - ,,/, // , -@>4, /,=,. L <= 4=/ , -, S>4, D /=, /, B-/, 9/,>, /4@ C= = S>4,8 2016 Q ,/@ 4< J,>/@8 \, J/, \, = =,. ', = / - > - -4> //@ = > 44 Q, =
25
- >, = 4>=,8 , =- /,>=, , =- /-4 = /,>8 -, Q/>? - ,- = => /,> -,<4/ > B-/,. L 4/ 4=/ - /,/4/@ 4, -</, =,= 4< J,4-/ - -/, /,-?,/@ ?-/,+;= 4,= - 4 -,<4/ Q / -// - 60g =- PIB 9C= = S>4,8 2016. L /4 4=/ - /,,> = /,>4 , /,-?,4;8 =,= J,/ - /4- ,/- =,= ,; ? /,>. C= ; /4/>, > - /,>, /,-?,4;, J,> 4=/,- = /,>48 /,>/8 4,/8 48 --8 <- , >48 =,= =/ ? , ,; ;/,8 4 =,/@ - 4 ,4 , ==, - 4/,-,< - /,>== 4 <- 9hL /,,> =- /,>4h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ÓN QL /-/@ =- //>4, /,@>/, - >=,8 /->4 - /,,> ><48 / @ == ,? - , = -, /, 4- QM 4/@ - /,>,4>4, - = - <= > 9G,-8 2007. L, 4, >/ - //@ = ;, >/=, - /@ = /,>4=, 4, 4 --;=, - > =- /4, -,<4/, 4?-/ /4 J,/=, > ,=/4;8 /,>44; ,4?- =,= 4 /4 4
26
<= =>,: - /,@>/8 - >?4- - ,/-. #4, , - 4==4 J 4 4 4=,8 =,-- ,/@ ,4?- </ >, 4, - >. A 4 = - ; 4/,-,< 4= => - 4?, 4; = 4,= - /= = >4,8 /=,- > 4?- /, >, ;- = ;/,. L <4@ = >;4,8 , = -, <= 4, 4 > - > =- /4, -,<4/, ,?-<=,- , = >=, >4 >, -//@H - -//@ /= ; ; > /,>= = ,>4; >?4- >@ = < 44>4, , = >4- =? =/ /= 4, = >// =4 = = /= ,/,. E C,-,>? -, -4>, , 9oportuniaes log*sticas en oloia8 2016: <=, />?, = >4-== - > /, /4, - -,<4/ >/4, - ,</,. L -,<4/ @ = /,/4, = ->/>4, =4?/@ /,== /,>, 44< 4;- 4,/ 4,= - = - /,>. E, >4=, - >/=, C,-,>? 4 , - ,-4/ /, - 4=/ <-,?-8 ==8 4 ,4, /4,8 , -, TLC - TIC.
2. ESTRATEGIAS DE PRODUCTO 2.1OB*ETIVOS S4J/ - /== = J,> 4<- = /-4. S;4< ,J/ ;== = ,=/4, -/,=, 4 /, ,/, /> = J,> >- == /,<= 4 4<H >>, ,?-4 /, = ,J/=, ;, <, = /-4 == -, >>, 4, = ;4 >?, <, = /, =/4>4 ,,/,- - /-== =- ;/, ,J/=, ,4,>4 4=,.
2.2 COMPOSICION8 PROPIEDADES ORGANOLECTICAS8 CARACTER%STICAS DIRECTAS E INDIRECTAS. 2.2.1 /,>,/@ C,?4 E - /--, /? - /,,=/ >// ;= , ,;=, >=4 - /,, =,>4/, , C, -,/- = E4=, U=,. S;4< ,-= = 4,4 4< /- -< = C,-,>?8 E/=, , V- -, /?=, - /--, 4/,- GLOBAL BOX.
27
T>, = E4< S;4< ,-= = ,J/ -, <4 4>, = 4< =J4 =4, C,-,>? = ;, --< /--, S;4< M> -, 4, = =,/>4/@ /4 /,>-4, 9;4< S.A 8 2011 2.2.2 COMOPOCION ORGANOLECTICAS E ;4< > <> = > ===, 4, = >//8 4>,8 /,448 => 4, = ,== J/ = /,=, = - >> = 4- >,=, ,4<=, = /- ;4-==8 ,4, J/4, >,44 = -,<4/. 2.2.3. CARACTER%STICAS DIRECTAS E INDIRECTAS + D/4: S;4< / S,-/, \?- /- /== =- /-48 ===, /-4 44/,- , 4/- /4, -, ;/, = 4,4 = =,/>4,8 >// >// =4- 4>? 4 ,/= - <,?, + I=/4: A 4; = - -= /,>, -, , J/4 G-,?- M<>4 4= - ,4J,-, = ;/,. D 4- >,=, J,> -=, =J4 /4, /,>, -, , <, = =, J/4 <, = ;/, /, -, ;/, <-,?><>4 >,;4 <, = ;/, = 4-J, /--
2.3 DISEiO DEL PRODUCTO
2)
2. IMAGEN CORPORATIVA 2..1 MARCA S;4< = - >/ > /,,/= C,-,>?. E4 ,=, -,<4/, 4 @>, />- 3 , - >/=,8 /4>4 - = 2( = ,;>? = 2016.A /,4/@ 4 - ;,-/@ =- -,<,4, 3
3 . R/=, =: 44:.;4<./,>,4-/,N4E>N4M/
2(
I-4/@ 1 M/. T,>=, =: 44:.;4<./,>,4-/,N4E>N4M/ 2..2 CLASE DE MARCA L >/ =- ,=, -,<4/, S;4< j/ G-8 -, ;/, ,J/ =/ /,>8 =4/ /, - ,>? = QS,-/,H , -, 44,8 =/ >/ / 4 =- -,< /,>/- = - >. 2..3 DISTINTIVO DE MARCA
I-4/@ 2 D44;, = >/. T,>=, =: .;4<./,>
2.. LOGOTIPO
30
I-4/@ 3 L,<,4, = S;4<. T,>=, =: .;4<./,> E- -,<,4, = S;4< /4- - =;/@ = >/, ,4,8 , - >> <-,?-/@ -, --;, ;,-/,. E- /,/4, =- >>, \?-==8 >,;>4, =. E- /,-, ;= /,>, ,4<,4 =- -,<,8 < ;4-==8 4-== //>4,8 => 4>4 ;-, /,-@</, = /,,/ --, > >,44 - />, - >=, >?4H /4, - <, = 4,<J 4>4 > = == /, - ?-/, = - Q < >-/== =>>,. EJ,=, >/ =44;,8 ,>?, 4>4 - /@ = >8 4?-== 4/. L 4,<J8 /4 /, 4, \=, -<, <=,8 -, - = //4 = \?-== - >>, 4>, = =/-. L -4 =- ,>? = - /,> >/- ,4= <8 , - /,4, - -4 =- -,< >/- <,, -;48 - J4 =- >>, L/= S. 2..5 LOGO+S%MBOLO
I-4/@ L,<,+>?,-, = S;4<. T,>=, =: .;4<./,> A/4->4 S;4< > >< ,/= -, ;-, /,-@</,. S=, /,4 /, - ;=8 /,-, >?->4/,8 =,4=, /,>, ,@4, = = Q-- ;= - >=,. P, , 4,= /4;== 4 /,>,4 = ,4//@ - >=, >?4. E- -,<,+>?,-, = S;4< QS = J,> //- -4/ = /,-, ?-/, /4 ,>?, ;= ==, //@ = >,;>4, /,4, ;,-/@.
2..6 SLOGAN
31
E- -,< /4->4 4 - /,> QC4, = ,-/,8 4, S;4< 4= - >, >=, = ,-/@ -,<4/ 4,=, /-4 , >=, = /,44 ,;/@ ;,-/@. 2.5 ELEMENTOS 2.5.1 EMPA"UE P =4> - 4, = > >?- =? 4 /4:
Ilustración " riterios para eterinar el epa0ue eala)e. 5oao e: http://<<<.servientrega.co/ T//,
I-4/@ 6 E> 4//,. T,>=, =: 44:.;4<./,>./4,>-4- E4 4, = > - ?= ,4//@ ->4, , 4/-, , 4- , = -4 4/8 -, /- ,4//@ ;4 =, ; => = J/-4 >-/@. C,4 /? - 4/-, /,>-4>4 /, 3 , >4- = > =4>=, 9C = C4@ , C4@ /,<=,8
32
P,-4-, B?8 P-/- S4/8 C4. R/=, =: 44:.;4<./,>,4-/,A=IJ,>/,T//k40l0
I-4/@ 7 E> 4//,. T,>=, =: 44:.;4<./,>,4-/,A=IJ,>/,T//k40l0 2.5.2 EMBALA*E A - , = -< - >?- =? 4 /4: 1. R4/ - , = ;,. 2. E- 4=, = - >=. 3. N, =? 4 /-;, -4 , 4--. L, </- , =- >// =-/= 9/>/8 /4-8 -> , = -4, <, ;-, =/-=,. D <- J,> -, ,4< = , ?,--= 9- ?-/8 -/4,=,>4/,8 ??-,4/8 >?-8 > <-. R/=, =: 44:.;4<./,>,4-/,A=IJ,>/,T//k40l0 G/- L;, E >?- =/,->4 - E> T//,8 ,4//@ >=4 G/- -?,=, >=8 J/@ ?= ,4//@ ->4, , 4/-, J<- /, , - , -, 50<.
Ilustración 8 6uacal liviano. 5oao e: http://<<<.servientrega.co/?- =/,- - E> T//,. S /,>= 4/-, , //44/ = J<-==8 ;,-> , 9>, 50 <.8 ,4//@ >=4 </- -?,=, >= /, 4? 4 J, >4 - >-/@ >=4 ->4, >//,. R/=, =: 44:.;4<./,>,4-/,A=IJ,>/,T//k40l0
33
Ilustración 9 6uacal pesao. 5oao e: http://<<<.servientrega.co/ ISO 33( =? /,,= = /=, - >,=, = 4,4
3
Ilustración 1' allets. 5oao e:http://<<<.servientrega.co/4, =- , = 4,4 = //4 >4 /4>4 J4 =, ; ;/8 /, =, J/-4 - 4,4 = ,=/4,8 , ;, >=, ;4=, ,/, 4>=, = /< <-=, - >,;-/, = /<. R/=, =: 44:.;4<./,>,4-/,A=IJ,>/,T//k40l0
I-4/@ 11 C,4=,. T,>=, =: 44:.;4<./,>,4-/,A=IJ,>/,T//k40l1 2.5.3 RÓTULO O ETI"UETA L, @4-, = S;4< == = - N,> ISO 7)0 7000: I4//, ,? >, =;4/. S>?,-, /4@/, D//@. R/=, =: 44:.;4<./,>,4-/,A=IJ,>/,T//k40l0
35
I-4/@ 12 R@4-,. T,>=, =: 44:.;4<./,>,4-/,A=IJ,>/,T//k40l0 2.6. SURTIDO 2.6.1 SOLUCIONES NACIONALES SOL4CIONES EN DOC4/ENTOS
S,-/@ ,4= - 4</@ =- \, =- =,/>4, 4=, == , 4 >@8 /,-//@8 4,4 4< /4/=. R/=, =: 44:.;4<./,>,4-/,=,/>4, •
D,/>4, U4,
R/,-//@8 4,4 4< /4/= = =,/>4, , ,? = 4 2 -, = , , ==. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4 ,. /o"ali"a"es "e ago: C,4=,8 /=4, <, Tiemos "e entrega: N,>- , >>,.
36
•
D,/>4, >;,
A, 4<-8 >@ ;?-8 -4>4,8 /,-//@8 4,4 4< /4/= = =,/>4, /, , J, 250 <>, , == ;,-> , 100 ==. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4. /o"ali"a"es "e ago: C,4=,8 /=4, <,. Tiemos "e entrega: N,>-. •
S;>
D,/>4, S,? F- //@ = /4 /, > ,-=,8 J,>/@ = 4=, = /48 /,, =/4, ;4 , /4-,<, P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4. /o"ali"a"es "e ago: C=4,. Tiemos "e entrega: N,>-. •
A;, *=/-
C,>/=, ,4//, >4= , ,<>, =/- = /,4,- 44-. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4 ,. /o"ali"a"es "e ago: C,4=,8 /=4, <,. Tiemos "e entrega: N,>-. •
S,?,4
M4 , =,/>4, 4,, >=4, , 4 ==44,. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4. /o"ali"a"es "e ago: C,4=,8 /=4, <,. Tiemos "e entrega: N,>-. •
ADMINFO.NET
S,-/@ 4/,-@</ - =>4/@ = /,,=/ =,--=, =,?- >?4 ?. P 4 ,=/4, -/ - <4 /,=/,: /o"ali"a"es "e ago: C=4,. SOL4CIONES EN /E,CANC5AS
S,-/@ ,4= - 4</@ = >4 > ,=/4, 4 ,;=,8 ,=/4,8 /,>/-=, /,>=, - 4; = -, ;/, = /,-//@8 C, =,/<8 ->/>4,8 =>4/@ = ;4, ==,H
37
> >?-H 4,4 =4?/@ /4/= R/=, =: 44:.;4<./,>,4-/,>// •
M// >
M// /, , >, 2 K<. 4 150 K<. , == /= >= /, < ==4. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4 ,. /o"ali"a"es "e ago: C,4=,8 /=4, <,. Tiemos "e entrega: N,>- , >>,.
•
M// =4-
M// =/= <= ;,-> / /,4, , >= /, ,- < >>, =44,. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4. /o"ali"a"es "e ago: C,4=,8 /=4, <, Tiemos "e entrega: N,>-. •
C< >; C< -4 , /,4= /, /,>-4, ==/=, 4< 4,
4,. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4. /o"ali"a"es "e ago: C=4,. Tiemos "e entrega: N,>-. •
P/< a P/<
S;/, = > >?-8 =4=, - ,4//@ ;/@ = - >//. P 4 ,=/4, -/ - <4 /,=/,: /o"ali"a"es "e ago: C,4=,8 /=4, P<, •
C,4
M4 , =,/>4, <4 4,, >=4, , 4 ==44,. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4. /o"ali"a"es "e ago: C,4=,8 /=4, <,. Tiemos "e entrega: N,>-. •
A->/>4,
3)
S,-/, ->/>4, 4>,- , >4 = >//8 4<=, /, ;/, = //@8 ?//@8 /< /<8 =/,8 >, = =;,-/,8 /,=/,>4, /-8 =>4/@ /,4,- = -, ;4,. P 4 ,=/4, -/ - <4 /,=/,: /o"ali"a"es "e ago: C=4,. SOL4CIONES EN 0ALO,ES M,8 /4,= 4< /-= = ;-, <,/?- , <,/?- <4=, <== 4,4 4< ,,4. R/=, =: 44:.;4<./,>,4-/,,-/,/,-+;-, •
T- = S<==
R/,-//@8 4,4 =4?/@ /-= = =,?- ;8 = > ?/ ]=,/>4, = >,;>4, ?/,8 / /8 /4/,8 <8 ?,,` 4 ,/ = >> 4==. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4 ,. /o"ali"a"es "e ago: C,4=,8 /=4, P<, Tiemos "e entrega: N,>•
;- = <==
R/,-//@8 4,4 =4?/@ /-= = / -4/, = <== 4 ,/ /4- = ?/, , >, /-. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4 ,. /o"ali"a"es "e ago: C=4,. Tiemos "e entrega: N,>•
E4< ,-=
R/,-//@8 4,4 4< ,-= = ;-, 4=, 44-,8 =,/>4, >// 94 2 K<. /, , /@ = 4,, S,?,4 = =,/>4, >=, , =-</=, , - =44,. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4 ,. /o"ali"a"es "e ago: C=4,. Tiemos "e entrega: N,>-. •
M// = ;-,
R/,-//@8 ,/>4,8 4,48 =4?/@ 4< /-= = >// = -4, ;-, /,>/- /, , = 2 K<. A 150 K<. ;-, =/-=, 4 5.000 50.000.000. S //@ 4< - > --=, 4?-/ 4< /4/=H /? 4< --=,. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4. /o"ali"a"es "e ago: C=4,. Tiemos "e entrega: N,>-. •
S,,4 /,
3(
R/,-//@8 4,48 =4?/@8 =//@ 4,, =,/>4/@ / /, /,>,?4 = <4, =//@ = =,/>4, /,>/-. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4 ,. /o"ali"a"es "e ago: C=4,. Tiemos "e entrega: N,>-. •
D;,-/@ = L,4
R/,-//@ = ?--4 , ;==, ;>4 -=, - ,/ = ;48 4,4 =4?/@ - ,/ = - -,4 /,,=4 , -, =,>/-, 4-=, , 4. S , 4 <, 4 1 15 K<. P 4 ,=/4, -/ - <4 /,=/,: Tio "e transorte: T4. /o"ali"a"es "e ago: C=4,. Tiemos "e entrega: N,>-. •
E4, < ;-,
P,- >,4,=, =,4=, /, >=, = /,>//@ ==/=, - =,--, = /4;== = >8 <4, 4>4 4 =; 4==. SOL4CIONES EN /IC,O6/E,CADEO
L,<4/ ,>,/,- /, ;/, = ->/>4,8 <4@ = ;4,8 -4>4,8 >8 4->/=,8 4 <= 4< = 4/-, 4, = / - = S;4< , =,>/-,. R/=, =: 44:.;4<./,>,4-/,>/,>/=, •
A,, ,>,/,-
P,/, L,<4/, >4 - > ,J/ /,>=, <=, - 4< = >, =,>/-, , - = L,<4/ = S;4<. M=4 - 4/@ = /,4 , ? = /,> -, /-4 ,= /-> -, ,=/4, ,J/=, /,>, >, , - > - - ,>,/@. 9P? = /,> m D, d P>,. P 4 ,=/4, -/ - <4 /,=/,: /o"ali"a"es "e ago: C=4,. •
B,,>< = <,/,
S;/, = 4,, = J,>/@ /,4, - ,8 4; =- /- = /4/ -, -4=, = -, J, ?-/4, ,>,/,-8 ;4</,8 ;/, - /-48 ;- = ;/, /-== = /,> , /4, = - /,,>. P 4 ,=/4, -/ - <4 /,=/,: /o"ali"a"es "e ago: C=4,. •
A->/>4,
S;/, = 4,, = J,>/@ /,4, - ,8 4; =- /- = /4/ -, -4=, = -, J, ?-/4, ,>,/,-8 ;4</,8 ;/, - /-48 ;- = ;/, /-== = /,> , /4, =
0
- /,,>. P 4 ,=/4, -/ - <4 /,=/,: /o"ali"a"es "e ago: C=4,. •
S,-/, OTM 9O=, = T,4 M-4>,=-
D,-->, S,-/, 4<- = /=, - /== = /= /-4 4,4 -,<4/ 4/,- == / /- 4 =- >=, 9SERVIENTREGA8 2016. R/=, =: 44:.;4<./,>,4-/,OTM N4 ,-/, , >4 ,J/ -, <4 ;/,: • • • • • • • • • •
E,4/, >,4/, >4>. E,4/@ >,4/, 44. OTM+ O=, = 4,4 >-4>,=-+ /,4/@ = ;. DTA+ =/-/@ = 44, =,. I4>=/@ =. ITRnS 9B;4 C4<. A->/>4, Y, = 9B;4. A->/>4, C4<. A->/>4, B,<,4. T,4 44 /,-. 2.6.2 S,-/, I4/,-
S;4< /4 => /, -, <4 ;/, ;- 4/,-. R/=, =: 44:.;4<./,>,4-/,,-/,4/,-I4/,-1 •
I>,4/@ ,4/@ = =,/>4,
S /,= E,4/@ , I>,4/@ = =,/>4, 9DOC - 4,4 4/,- = >4- >, , = /,>/-=, , , 4- , 4 4, - <, = >4, - =4,8 , - , ;,-> J, //, -? 92.5 -,<>, G4=, R=8 C,?-==8 S<== T?-==. •
I>,4/@ ,4/@ = >//
S /,= ,4/@ , I>,4/@ = >// 9XPS - 4,4 4/,- = M48 P48 E, , /- 4/-, , 4- /,==, /,>, 4/-, 4, - <, = >4, - =4,8 E7PO,TACIONES : , - , =? >, 4 ,/, -,<>, 96) <.8 S ;-, =/-=, J, C/, >- =@- 9USD 5.000 /= 4 , -, , 4, //, >4, 91.5 > - > = - 4 , = > = 4/4, 9 300/> 8 /, >>, 6 A4/-, , J/. I/PO,TACIONES: P, 50 K-,8 ;-, =/-=, USD 28000H >>, 4 185 >4 6 4/-, = - >> J/. •
D,/>4, >;,
E,4/@ = >4- >, , = /,>/-=, , , 4- , 4 4, - <, = >4, - =4, 9R;48 /,, D/4,8
1
/4-,<,8 ?-//, 4/.. E4, ;, //4 , >,;- >>, 50 == , =/,8 , - J, 2 K-,<>, 92 K< , 4 ;-, =/-=, , /,/4, = =. •
L,<4/ 4/,-
M, 4<- = - >,4/, ,4/, /- -< =- >=,8 4; = - 44</ , >4 - - =4?/@ = >// = , < 4,-8 ;,-/=, ,/, -,<4/, 4<- = >?-8 4,4 -,/-8 > >?-8 4,4 4/,- A,8 >4>,8 448 4>4 = = >// -<,8 =,= 4= ,= /,4 /, ,-4>4 /-/=, ?=- , ,/,. OJ/>, - >, ,?-== 48 =4, J//8 4J/=, - /== = 4, /-4 >4=, 4/4 = /,4, ,4;, 4=8 , >4 ,J/ - >, ,/@ ;/,. •
M= 4/,-
P4>, ;/, 4<- - >, = > =,>4/,8 /4;, , >- =-,>4/,8 /, - ;4 = /-==8 <==8 /, ,,4 4<. P -, /, = ?//@ = -4, /4;,8 J>- /, />?, -?,- , /, > /4, J>- =4;,8 /4 /, - -,<4/ ,= /,>, />,8 >,4/<8 /,4=, ,- /-=, >. E4 ;/, J,4-/ /, - = /,- 4?-/= - /== /- 4>=8 /,>, - = 4/,- = <4. D4?=, 16 / =/4 E/=,8 P>8 P M>. •
G-,?-B,
E C--, I4/,- - ,,/, =//@ J/ - /== = M>8 =,= ,= / --< =,/>4,8 48 ;48 4,8 >4 4,= - /,> -/ - 4, , 4; = I448 == / , 4, = 4?,8 = G-,?-B, ,/ =- =/, , 4/,-8 4>=/@ = =4?/@ 4 - /- /== = C,-,>?8 E/=, V-. 2.7 CICLO DE VIDA8 ETAPAS & ESTRATEGIAS. 2.7.1 CICLO DE VIDA S< - J,> = /,>44;== 92012: T,= 4 ,-/, 9S;/, , ;-=, = > 4>4/8 ?/=, ;,-/@ >4 4J/ - /== //4 />?4 =- >/=,.
S,-/,8 S. 92016. Infore osteniilia ervientrega 2'12
2
2.7.2 ETAPAS S;4< S.A. /4->4 /4 4 = >= - > -< =,= -/=, >, 4, = ;48 /,>4=, @-=, -= =- >/=, -,<4/, ,J/=, =44 ,-/, >, =J,8 /,>, --, -, -4=, - </ =- >4<: >4=, - 4, ?-/== 4,/ ;4, =,4;, 4?-/ - ,J/ ?/, - /,>=, /, ;/,. B/=, ;, , <>4, = >/=,. A- 4>, =/ >,=-, = 44?-== 4, </@ = /, ,-;4 - /4;== = - >. E4 44?-== , ,-, J,/ - >8 , ?/ ?/ <, = 48 >,=, - == ,/- >=, == -<, / , -,< ?/=, -, 4?=, /, < ;=. S = = /= ,-/@8 /,,=, =J4 ;?- =? /,4 ,=/4, /,>44;, - >/=, /,>, ;,-/, J,4 - /== = -, /,>=,. 2.7.3 ESTRATEGIAS P - ,-/, 9;/,8 S;4< /4->4 ;- = - - /,<= = ->4, = /,/, >, , =4>=, ,=/4, , /?=, 4, = ;/, ,, , J/8 - ?-/== =/4 /,>, 4>=, - /,<= = -, =44, ->4, - > = -, , >-, , /,>, , =-== 9/4->4 100 >> < /-? - / /, N,-8 - 4>, // , ,J4 = 4/, = = , ,-/4 ;/, = -, =44, 44 - ,4J,-, S;4<. C,?4 /,- /, =4?/@ 44 =4?/@ 4/,- /, /,?4 >4>8 /= ; > J,4-/ -, /,;, =,= / / - >/8 =,= /4 /, J4/4 , 4= - >/=, = /= 8 /,>,8 =J4 -< =- >=, 4; = - 44</ /, ,=, 4/,-.
3
2.) CRITERIOS DE CALIDAD L, /4, = /-== ;4< , 4,: E44< 1. G4@ = 44< 2. SGSI 3. E=//@8 /,>//@ 4-4, >, •
V//@ 1. A=4, = <== 2. G4@ = /=4 3. J= •
I< 1. G4@ = /,4,- 2. G4@ = 4// =, 3. E;-/@ <4@ = ;-?-== •
C>->4, 1. C>->4, -<- <-4,, 2. P,-4/ ,/=>4, 3. R-= = J,>/@ •
•
9;4<8 2011 2.).2 <4 S;4< S.A.8 4 =,/@ = -, , - = ;/, - /-4 -, /4, = 4/@ - /-4 ;- <,- /? - </8 /->,.
CENTROS DE ATENCIÓN A CLIENTE L = ;/, O/ = 4/@ - , P - 4/@ = - /->,8 - , =? >4: - >, = - < =- ;, ,?4, = - ,-/4=8 - J/ = >,/@8 - /-== = , 9>44 , =44,8 - >, =- =,/>4, = =4//@8 - =//@ >, 4-J@/, J/4, = ,4//@ - =//@ = -, /, -, /- ,,4 - ,-/4=.
D /,J,>== /, - C@=<, C,4/,, A=>44;, - R,-/@ 303)10 = - CRC8 S;4< S.A.8 =,= = / 915 = ?- ,4/ ,->4 - 48 ,? - /- ,/= -, /, = ,/@ -/@. V<-=, , - M. T/. - S4=/ = I=4 C,>/, 9SIC8 C 13 N,. 27 + 008 , 3885 10 - /== = B,<,48 4-J,, 01)000(101658 < ?: 44:./.<,;./,. 9S;4<8 2011 2.( VALOR AGREGADO 9PROPUESTA DE VALOR S;4< - - ,J/>4, = ,4J,-,8 4=, /,>, , = - J=>4- - ,;/@ <=, - =//,>4, 44</, =,= ,4/=, - //@8 - =,--, >->4/@ = >,8 -/= ? /4/8 >,>4, /,4, = -, ,/,8 ; ,-/, 9>- - ,4J,-, =/@ = ; 4/,-,<. T,=, -, 4, <-,?=, >,=-, = <,/, ,4?- ?-==, 4 - <, = /, , 4 = - /,>4/. S;4< 4< 4,=, /,-?,=, /4 - >, = >4 =4/ ,,4== = >, 4,=, -, ;- = - ,</@. 3. ESTRATEGIA DE DISTRIBUCION. L, C4, = S,-/, 4< - >, = - 44< = =4?/@. S;4< /< = - /,-//@8 =4?/@8 /, =,/<8 -4>4,8 ,/>4, =/, = ;,H /=, @4>, , = /, 9/,-?,=,8 4/,-,< ;=8 J4/48 \,4 = 4,4. E,/, = 4?-== == - >,>4, - /? - 4 /,-//@ 4 4 , - /-4 --; - 4 4, = 4/@H -- =,= - /,-?,=, //, - 4 =? //, 4 />- /, -, 4, >>, ;,.
5
P,4- ? S;4< E44>4, j-4> ', S;4<
CONTE7T4ALI8ACION DE LA EST,ATE+IA DE DIST,IB4CION
S;4< > />- J/@ 4<=, =4, = - /= = ?4/>4, J, 4 - =,--, = ,-/, = -,<4/ >4 << ;-, 44</, /-4. E4 -, ,/, =,-- - > /4 /,-//@8 4,48 ->/>4,8 > >?-8 -,<4/ ,>,/,-8 =4?/@ = =,/>4, >//8 =, 4 -4>, , = -, ,/, > >,44 = - /,>8 4 J - >,4, - //@ = - >>. E- ,/, = =4?/@ /,-//@ = 4 -=, , -, ;/-, = - \,4 = S;4<8 /4->4 /4 /, 4,>,4, 44 4 -, = /,4 />, <=8 >=,8 />,4 ,4,. A 4,=, 4,
6
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c=<4-?44>10(067662214,c/4;= =c=4?/,.=J 9%(OBETI0OS
M-4- 4>, = 4<
NACIONAL
7
E C,-,>? /,4>, /, M-4- T>, = E4<: C, , ?- 9B, D8 ', M>, 9B T=8 N,>- 928) 72 ,8 L,<4/ N,/4 9B N,/.
INTERNACIONAL
N4 S,-/,: G,-= E E4= E , - 4 ;, = =,/>4, >4 /,>/- =4, 4/,-.
G,-= E:
C,4>, /, 4>, = 4< 4 2 72 , = =,/>4, >// 4 6) -, = , /- 4 =- >=,.
E4= E:
C,4>, /, 4>, = 4< 4 3 5 = = =,/>4, >// 4 30 -, = , /- 4 =- >=,.
Recuperao e:
)
44:.;4<./,>./,,4-C=k 400cS(CP0PLMM0;MAJGO*=PT3C"=D"3)"LNDTND*2(DS0MS)TP"L 0VA"-?*B)k
3.2. CLASE DE DISTRIBUCION. S;4< > - =4?/@ 4; , ,=/4, , ;/, ?/, 9, >, - ,J/8 J/-4 - /4;== -,<4/ , = - , =- /,> , 44/@ =- /4, ;/,8 <,?,8 =4- , /,>/-. C, - , =- 4>,8 S;4< ?/=, 4 ;/, /-=, - -// =- >, >, = ,8 4?-/=, > 4, = 4/@ /= ?,8 >/,8 /== , <@ =- . (%9% CANALES DE DISTRIBUCION E4, ,=/4, , >==, = E4=, U=, --< 4/, = 3 = , >,4 - /-== =. L-< >=4 S;4< -, --; -< =<. T /,,= - J/4 J/ = ;/>4,8 4,=, -<-.
S;4< EJ/4 -, - ->4, ,/- = ;, /- = =<4<<8 - > <= = - /4<, L4,>/. E- /,;, 4- - 4-/@ = 4 >- 4-- = 2 -<= <- >, = 4, = 4/@ S;4< EJ/4. E- /,/4, = =<4- << J=>4 - //@ = - ?-/== 4; = - -/@ =>/8 - /- ,4> - ;, = > = /,>//@ /, /4, -, /4- 4=/,-8 >4=, - J/4;== = /,=/@ - =/ 4 73g. S;4< EJ/48 p> - ;<= = - 4/,-,<k S;4< ,J/ 4 /- ,J/ ,-/,: S,-/, 4-
•
S,-/, C,>
•
S,-/, /,,4;
•
R/=, =: 44:??-,4/=<4-./.=./,??-,4/c=<4-?44>10(067662214,c /4;==c=4?/,.=J
(
3.. COBERTURA & TIPOS DE COBERTURA & PUNTOS DE VENTA. Cobertura
A/4->4 C,-,>?8 S;4< =4? )00 >/, /? > = 100 ,?-/, /- /,>, C,8 C4, P,?-=,8 //, = ,-/ =4>4- M/-. S;4< 4?-/=, 4, = 4/@ -, 32 =4>4, = C,-,>?. R/=, = 44:.;4<./,>,4-/,/,-44=
T,>= =: 44://-==.,<+/,44-,=201007+SERVIENTREGAPDF.=J
Tios "e Cobertura
L 44< = /-4 ,=/4, , ;/, - 4, = /,?4 , S;4<. P ,= --< - /-48 /,/4 J/@ /-= -,<4/ 4<- = <- J,> 4J/ 4,=, -, <, = /,>=, 4; ; - ;/, /,>, - -->= QS,-/, N/,-: D,/>4,. M//. V-,. M/, >/=,. O=, = T,4 M-4>,=-. E+ 4<. Puntos "e Atenci!n%
50
P 4 - -// = -, ,8 S;4< ?/=, 44</>4 /= , = 4, = 4/@. S /4 /, > = 3.500 C4, = S,-/, 4,=, - . E /= = - -,/-== , ?, 4?-/=, , -, >, 4, = 4/@8 S;4< ;4, - /== = -, , 4- /= ; /, >, J// 4 4, = ;/, /-=,. L -,/-/@ = ;, 4, = 4/@ 4 >-, /?>4,8 >4 =- /= ; > - /-4.
7.000 >2 -, > >,=, C4, I4/,- = L,<4/ /, -4, ;- = J/4;== 4 ,/, <4=,- @4>, ;/,. C,4>, /, >,=, C4, = L,<4/ - /- /==: B,<,48 C,48 M=--8 C-8 B/><8 B--8 N;8 T8 P8 V--;//,. R/=, =: 44:.;4<./,>,4-/,N4E>N4F-,4k 400cS(CP0PLMM0;MAJGO*=PT3C"=D"3)"LNDTND*2(DS0M" MPUL0VA'c3*k
(%)%
AL/ACENA/IENTO ; BODE+AE
S > =44, 4, = >// M// P>: D<=, > /, ;4 >-4;-8 , /4-,<,8 4- ;4 , , I44H 4>? /-4 4-8 =,= /= ;@ 4 >=, /, <. M// I=4-: E> /, =/, /,44 ;4 >,48 ->/ = /=8 =4?=,8 4/.H =,=8 /, ,- < > 4,= - >>, =44,. •
•
51
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•
P,/, = =4?/@ E - ,/, >=4 - /- < ;/-, -/ - 4< = -, 4 -, /-4 ;. P 4 ,/, 4>? 4 /, ;/-, =4=, , , - =/, ,/,. E - ,/, /4- - =, ,/, , =8 - > ,4 - 4=8 /, 4, 27 4< -, 4 --<, == - 4= =- = 4, 9= = - -= =- />@ - - ,/@ - 4= 4 - = - > =- = /4- - 4= - 4< - - 4>, - />@ /4 -=, 4<.
R/=, =: 44:.<,,<-./,>./,/$ d->/>4,m=m;4<a;d2a?d122a?d606a,/d->a4?>d/ adXa;=d0UKE6<(?MAULKK'UU0B+"cAUIB</d
52
3.6. TRANSPORTE. A ;- = ,-/, /,-8 S;4< /4 /, > = 2.000 ;/-, /, //== = 1 22 4,-= - 4,4 = >// /,48 >= -< =4/ 9;- /== ;- /,- > = 1.000 >,4, /-/8 - /- / 4 =- 4,4 ?, = >//. P - ,/, = /,-//@ , =4?/@ < /, ;/-, , , - 4< = 4. P - </@ = 4, ;/-, =? 4 /4 - /,=/, 4 = - , , - - - 4 /,,=4 9E4=, = - ;8 =4/8 4>,8 4=, =- 4/,8 4/. A ;- = ,-/, 4/,-8 > /< ;,-/ , ,8 , ;, >=, = 4,4 9>-4>,=-:
CARGA AEREA INTERNACIONAL EJ/4>, ;/, = 4,4 4,= /- = >// = ,4/@ == B,<,4 / - C,>== E,8 N,4>/8 C4, A>/8 O48 A= MERCOSUR8 ;, /<, , -, /,>?=, = , /-8 , --4 , ;-, /4 - >,4/,8 /,4>, /, - 44</ J/4 /,,=/, /,4,- = >? == E4=, U=,8 A<48 V-8 E/=,8 E I4-.
53
CARGA MARITIMA INTERNACIONAL P /< -48 4,-= , >4, /?/,8 /,4=, /,>-4, 4>? /,,-=>, >// /,;/,- == C4< B;4 -, /- 4, =- >=, - >,4/, == E4=, U=,8 C8 E8 I4-8 B- A<4 4, /- 4,8 =/=, - /= = ?4/>4, <= ;,-> /,4, = /,>/-/@. E4 >,=-== = 4,4 4-= , - > > <= ;,-> /, 4>, = 4< \?- /,=/,=, - <,//, -, 4, /, = - ; > >,44.
CARGA TERRESTRE INTERNACIONAL E - 4,4 4/, ,4/@ >,4/@ , /4== ;,-> , = 4,4=, , /,, <4. E- /?>4, ; == - /- /== = C,-,>? / - /- /== = V- E/=,.
5
CARGA MULTIMODAL INTERNACIONAL EJ/4>, ;/, = 4,4 4,= /- = >// = ,4/@ == B,<,4 / - C,>== E,8 N,4>/8 C4, A>/8 O48 A= MERCOSUR8 ;, /<, , -, /,>?=, = , /-8 , --4 , ;-, /4 - >,4/,8 /,4>, /, - 44</ J/4 /,,=/, /,4,- = >? == E4=, U=,8 A<48 V-8 E/=,8 E I4-. R/=, = 44:.;4<./,>/<.
3.7 PROVEEDORES P S;4< > >,44 - =,--, =- - - 44</ /, -, ,;=, >4 - //>4, = - /,,> N/,-. N4, ,;=, ? /, 4/, <=, - /-== <== = -, ? , ,=/4, 4=,8 J,/=, S;4< - >, -=, 44</, -/@ >4>4 ?/.
q q q q q q
U >-, = - 4-/@ = S;4< /, ,;=, -, ;>, - - 4 /, GM. T,=, -, />, = S;4< , ,=/=, , C;,-4 = >,=, - > ;- - =- ,=/4, = - <=. L - 4>? /- >, = >=, = /,>//@ ;4,. S;4< /4 4>? /, = ,;=, = ;/, =? /,==, , - D//@ = M4<: EJ/4: P - ;, = =, ;- /,- C4, = S,-/, 4,=,. T>@: A=>4/@8 >4>4,8 -- = ;/-,. CV C<,: E - /,,-==, = /< . E - -=, - ;, = =,/>4, ;4/,-. G-,?- M<>4: E - > > - ?/ ,r/ -, ,/, = J/4/@8 /4 /,4?-==. T,4- S<,: P4 ;/, = , /-= <, =>4/@ = <,. S;4< ,-= =: - -- = S;4< -, ;/, E4=, U=,.
55
S< S;4 P,;=, d A-=, T>@: A-=, ,-/, -,<4/ = 4,4 >-4>,=C,-,>? C<, L,<4/: -=, ,-/, = 4,4 , EJ/4: -=, <, D'L: -=, -,<4/ 4/,F= G-,?- M<>4: -=, 4> = ;/, = ,, /,>, =>4/@8 =4,8 ->4/@
R/=, =: 44:??-,4/=<4-./.=./,??-,4/c=<4-?44>10(067662214,c/4;= =c=4?/,.=J
. ESTRATEGIA DE COMUNICACIÓN .1 ESTRATEGIA DE PUBLICIDAD -
-
-
-
OJ/ /4;, ,>,; - ,=/4, , /,> , /,> /4== =/,- L /> ?-/4 ;, ,=/4, P4,/ ;4, = /,,/>4, - >/ OJ/ >>?/ /, - -, >>?, = ,?4 =/4, , -, ;/,8 , ?4, - ?-/, <-. .1.1 OB*ETIVOS IJ,> > /-48 ,;=, -=, - =J4 - = ,-/, , , > 4-= /,,/=, , 4,= - /,>==8 , // = /,,/>4, = 48 , , J-4 = J,>/@ ,? =/ - = ,-/@. '/ > /-4 /= > >/ /, - >- /, = ; -, /,-, , - -,<,4, = > >8 -,<=, >/4, ,/- /,,/>4, = > >/. P= > /-4 = = > ;/,8 <>, -4, =/ = /,?-== <== - >,>4, = 4,4 -, , /,J.
56
.1.2 TIPO DE PUBLICIDAD -
Institucional P, 4,= - ?-/== > S;4< / -@ - >/.
L =J4 \,4 = T,4 = S;4<8 - <- 4,= - ?-/== = S;4< 44/,-8 =,= ,=>, ;=/ - -,<, -, /,-, 44/,- = - /,> S;4<8 4 ;/-, ;>, - >< ,=>, ; - -,<, = - S-//@ C,-,>?8 - 4 = ?, QL,<4/ O/- = - S-//@ C,-,>?.
57
A=> 44, - ?-/== = < ?8 \,48 J,>8 4/.8 ,=>, 4>? ;=/ /,>, 4- -, /,-, /,,4;,8 /4;, -,<,.
-
E'ect3 eventos 3 atrocinios
EJ/4 /,= - >,4/ = - ?-/== - 4, = ;/,8 >4 = --, , -, =J4 4, = ?-/== -/ -, >=, >;, ;, = /,>//@H 4 -, /- /,4>,: ?-/== = - >< 4,/, = ;4,.
5)
.1.3 PLAN PUBLICITARIO: TARGET8 OB*ETIVOS8 MENSA*E8 MEDIOS8 DURACION DE LA CAMPAiA8 PRESUPUESTO & EVALUACION
Ilustración. ervientrega apaDa ;leva 7 5us Ei)os 7 Fna iua >ivertia. 5oao e: http://<<<.servientrega.co/8 - 4,< = /, <=?- => = \= <==. S ,?; 4>? 4,=, 4, = >// \ - >, = 4,=, 4 4, = ,=/4,. C,>/- /, - = < 4,4>, -, ;-/8 => = , >4 ; /,>, S;4< --< - /,@ = -, C,-,>?,8 =,-, /, - 4, =- >=,H 4>? ,=>, ; - - < -, /,-, /,,4;, = S;4< -,<,. /ovemos al mun"o ara llevar el Es$ritu Navi"e#o< ,=/ - <4 - 44:.,4?./,>4/$;dX3UKJS'-c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
5(
Ilustración. ervientrega oercial oveos +l uno ara ;levar +l +sp*ritu 4avieDo. 5oao e: https://<<<.outue.co/
.2 PROMOCION DE VENTAS. .2.1. OB*ETIVOS E4>- - ;4 = ,=/4, 4?-/=,. A>4 - ;4 ,/ /-. OJ/ ?/, , - =/@ = ;/, 4 /, /< = 3.000 , 30.000 ;, =,. .2.2. TIPO DE PROMOCION. • •
P,>,/@ -, /,>=,. C,/,8 J <,. .2.3. PLAN PROMOCIONAL: OB*ETIVOS8 TIPO DE PROMOCION8 TARGET8 ALIANYAS8
INCENTIVOS8 IVULGACION8 FRECUENCIA8 PRESUPUESTO8 EVALUACION & LEGALIYACION
O?4;,: OJ/ ?/, , - =/@ = ;/, 4 /, /< = 3.000 , 30.000 ;, =,. A>4 - ;4 ,/ = - >=.
60
P- ,>,/,-: E - > = - >= ;-; - 4<>. T, = ,>,/@: ,>,/@ -, /,>=,. T<4: , = //4 4- >, = ==8 = , =- ;/, = <, /, J/4. A-: /, - > J/4 = ,== = S;4< I/4;,: /< , ;-, = 3.000 D;-</@: =, >, FM8 < ? ,/-944:.;4<./,>,4-/,8 = ,/- 944:.J/?,,./,>S;4</$JJd4 F//: - ;4, ,>,/,- /, ,=/== >- = /=, - /- 4 J/4 - >.
E;-/@ -<-/@: LA ENTREGAMANIA MES DE LAS MADRES T#RMINOS8 CONDICIONES & RESTRICCIONES " 4/ - /4;== =>4 ? -=,8 4==, /4=, 4 /,=/, 4//, 4 - />->4, = - >> 4/. 1 O<=,: L 4//@ - 4 /4;== 9 =-4 h/4;==h8 ,<= , S;4< S.A. ,/== 4?-/= = /,J,>== /, - - = - R?-/ = C,-,>?8 9 =-4 hO<=,h /,J,> -, 4>, /,=/, = 4 =,/>4,. 2 P4/4 T4,,: C?>4,: A ;- /,-. P,= 4/ 4 /4;== --, , >, = == / -, C4, = S,-/, ;- /,-8 -/ ;, />- /, - /,=/, =- /,/, =- 03 = >, = 2016 4 - 22 = >, = 2016. N, ,= 4/ 4 /4;==8 -, >-=,8 ,- =/4;, =O<=, = - > -=8 = - </ = ?-/== >=, =O<=,8 J>- =/4,8 -, >-=, =/4;, = - > /,4,-= , 4,8 J>- 4 <=, <=, = /,<==. 3 V</: L A/4;== 4 ;</ =- 03 = >, = 2016 - 22 = >, = 2016. P>,: P, 30.000 ;, = /,4=, =, -/ -, CDS8 4< /< /-- = 3.000 5 P>/@ M// = P4//@ S,4,: 1. P4/ -, , >, = == / -, C4, = S,-/, S;4<8 -/ 30.000 ;, =, <=, = /,4=,.
61
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
62
/-=, 8 /- >,=//@ 4= - -<-/@8 > -, >>, ==, /,,/ - ?-/,.
P,>,/@ > = - >= T,>=, =: 44:.;4<./,>./4,>-4-
*6 /E,C=ANDISIN+ FORMATOS COMERCIALES & SUS CARACTER%STICAS
'>/=, S;4< /4->4 , /4 /, / = 4/@ - /-4. •
S>/=, S;4< /4 /, - / > <= B,<,4 /, 100 >4, •
/==,8 4, = =//@ <- U/4, /-- 6 l 3 A + 11 /4 /, / = 4/@ - /-48 4 4, - > <= /4 /, ?,=< = ->/ =/,.
63
Ilustración. ervientrega Fnicentro LogotM. 5oao e: http://<<<.civico.co/lugar/servientrega=unicentro=ogota/ M >/=, L >, = -, 4, = ;/, = S;4< , = 4 J,>4,8 - 4, •
>>, 4?-/>4, = 5 >4, /==, /-/ =/4, =/4,: •
INDIRECTOS: /4 /, ,- / = 4/@8 = 4?-/>4, />4 = ;4< , = 4 ?/=, = -,//,>, >/- 4= -? 4/
Ilustración . ervientrega calle 9 con carrera 9. 5oaa por: 7nres sierra •
DIRECTOS: = --< 4 3 / = 4/@ ?/ 44</>4 =,= =,4 > =>=?-.
6
Ilustración. ervientrega .. centro sua LogotM. 5oaa por: 7nres ierra MATERIAL P.O.P. S;4< -,/- , 4, >?4/@ > /-- - /- /,4>, -, /,-, = - > => 4,=, >?- 4 , -, <- 4 4, = /,-,.
E/,4>, 4>? -, -,/- -, /,-<4 /,>, -, >4 - <4 >< - = J,>/@ // = -, ,=/4, 4, = ;/, ,J/ S;4<.
65
E 4 , >-, ,=>, /,4 -, B = - > , = --, -4, ,4, 4 - J,=, =- -,/- >?4 4 4,. E 4 -4>, = ,?; ;, = -, ->4, = - >?4/@ = -, 4, , >-, - ;4 44 >?- -<, = -, ? -, /,-<48 -, 44, 4/.8 , -, <- - >, = -, 4, /,4>, -, >>, ->4, / /, - >>, ,= = ,4, 4,
REFERENCIAS oloia = 5ransporte e pa0uetes ercanc*a = afero. 92016. afero.co. R/=, - 10 = >, =- 20168 = 44:.J?,./,>;,
66
oorinaora. 92016. oorinaora.co. R/=, - 30 J?, =- 20168 = 44:./,,==,./,> >eprisa =. 92016. >eprisa.co. R/=, - 2 = >, =- 20168 = 44:.=./,> >E; N oloia N espaDol. 92016. >hl.co.co. R/=, - 1) = J?, =- 20168 = 44:.=-./,>./,.4>+nvia. 92016. +nviacolvanes.co.co. R/=, - 1 = >, =- 20168 = 44:.;/,-;./,>./,DJ-4. E/,?8 P. 92015. ;a pelea e los heranos 6uerrero por la fortuna e ervientrega = ;as2orillas. ;as2orillas. R/=, - 7 = >, =- 20168 = 44:.-2,--./,-+-+=+-,+>,+<,+,+-+J,4+=+ ;4< ?e+O = +nv*os internacionales = a0ueter*a = ensa)er*a epr@s. 92016. ?ee.co. R/=, - 3 = >, =- 20168 = 44:.J=./,>/, G,-8 M. 92007. 1' tenencias en el sector e log*stica P 6estioolis. 6estioolis = onociiento en 4egocios. R/=, - 2 = >, =- 20168 = 44:.<4,,-./,>10+4=/++-+/4,+=+-,<4/ G48 M. 9200. arQeting eocional P 6estioolis. 6estioolis = onociiento en 4egocios. R/=, 1 M, 20168 = 44:.<4,,-./,>>4<+ >,/,- infore nacional e copetitivia 2'1%=2'1". 92016 914 =.8 . 11081158116811)81208121812281238126. B,<,4 D.C. R/=, = 44:./,>4./,>./,4J,>+/,-+=+/,>44;==+201+2015 I45+R R7I>I ;o e)or e lo e)orB en +nv*os 6iros arga llegaos a los 1.1'# unicipios. 92016. Interrapiisio.co. R/=, - 2 = >, =- 20168 = 44:.4=>,./,> I=,8 *. 92016. N; 4=/ --< - /4, = - -,<4/. Llog e I+Lchool. R/=, = 44:/,>==.?/,,-./,>?/>+/,>/,+ 4,4=/+-,<4/+; ;a econo*a el copartir . 92015. ecointeligencia = ponte al *a en iseDo sostenileB R/=, - = >, =- 20168 = 44:./,4-</./,>201507/,,>+/,>4 4uestra epresa. 92016. O?4=, = M@8 V@8 P,-4/: 44:.;4<./,>,4-/,N4E>>,k 41&5=CIFIYc?J?*V*=;K1ECSLN1NK*O5E;1LG;<6/cJPL'MY"1 3SS6>1PNT4c/(''<&AAAD>KC<-M5?IDABJL,(3M1EIA/RAR6TID G(-c)D+NMJICY&;Y"4*5ATPELV1YV2XO= N4 > S;4<. 92016. resentación e la +presa. O?4=, = 44:.;4<./,>,4-/,N4E>P4/,E> k 410cS(CP0PLMM0;MAJGOINA03=DJ2(D?M<4MDB(LR=",3MC /&EKI,EKD'AARNC+ 30,(*)PAVU65UY6TR-UR?-R&BTNKS<KV"NVA3K);10;P03NS(Y L/F&1"C?,) M,,8 *. 92013. ;a iferencia entre un logotipo una arca N eEo< en espaDol. eEo< en espaDol. R/=, - 2 >, =- 20168 = 44:.,,-./,>=J/+-,<,4,+>/+J,c3625( M,-8 '. 91((6. 7 puro pulso. S4J = B,<,48 C,-,>?: C/-, = L/4,.
