UNIVERSIDAD DE GUAYAQUIL GUAYAQUIL FACULT FACULTAL AL DE INGENIERÍA INDUSTRIAL IN DUSTRIAL DEPARTAMENTO DE GRADUACIÓN
*** SEMINARIO DE GRADUACIÓN
TESIS DE GRADO PREVIO A LA OBTENCIÓN DEL TITULO DE
INGENIERO INDUSTRIAL * * * ORIENTACIÓN
GESTION EMPRESARIAL TEMA: DESARROLLO DE ESTRATEGIAS ESTRATEGIAS COMPETITIVAS COMPETITIVAS EMPRESA YANBAL 952
* * * AUTOR:
TOALA INDACOCHEA GEOCONDA MARIELA DIRECTOR DE TESIS.
In. In!. "EA HERAS MAURO
2##$%2##2 GUAYAQUIL%ECUADOR
L& '() '()+n)&,--!&! !( +) /(0/+)1 -!(&) !+03'-n&) (4()3+) (n ()3& 3()-) 0+''()+n!(n E40)-6&7(n3( & &3+'.
T+&& In!&0+0/(& G(+0+n!& M&'-(& C.I. O9$8#5;%
AGRADECIMIENTO A 7-) '+<()+'() =( 7( 3'&n)7-3-('+n )) 0+n+0-7-(n3+) !'&n3( & 0&''('& n-6(')-3&'-& 1 7-) '+<()+'() >&): In. M&'+ "EA H('&) 1R&? M&=-+n 1@--&7 1@--&7 R( & 3+!&) &) (')+n&) =( 7( ,'-n!&'+n &++ &'& & '(&-&0-n !( & 3()-)
TOALA INDACOCHEA GEOCONDA MARIELA
DEDICATORIA E)3( 3'&,&+ !( 3()-) + !(!-0+ & & 7(7+'-& !( )(+'& 7&!'( E!(-& In!&0+0/(& M =( /-+ =( 3(n& n '+)-3+ +'( (&' & & 7(3& '+()3&1& 7- ()+)+ I6&n & 7-) /-+) An-( ( I6&n & 7- /('7&n+ E!&' +' ) &++ -n0+n!-0-+n&.
RESUMEN
L& 6(n3& !-'(03& + ('3& & ('3& 36+ ) +'-(n & 7(!-&!+) !( )-+ I 0+n ( 3-(7+ )( /& -!+ ('<(00-+n&n!+ 0+n n(6+) )-)3(7&) !( 6(n3&) !( 0+7(n)&0-+n().
A03&7(n3( ()3( n(+0-+ '('()(n3& n )-)3(7& !( 6(n3&) +,& =( )( /& !-<n!-!+ +' ( 7n!+1 )(?n -n<+'7&0-n '++'0-+n&!& +' & (7'()& YANBAL1 /& (n('&!+ 7) !( +0/(n3& ,-+n() !( !&'() (n 6(n3&) &n&().
E !()&''++ 0+n)3&n3( !( ()3( )-)3(7& !( 6(n3&) /& ('7-3-!+ & 7-+n() !( (')+n&) 0+n6('3-' )) )(+) ( -!(&() (n '(&-!&!1 !n!+() & ++'3n-!&! !( )&3-)<&0(' 0+n '()+n)&,--!&! )) n(0()-!&!()1 '&0-&) & ()3'03'& !( 0+7(n)&0-n =( ('7-3(n n& '(&0-n -n!((n!-(n3( (n & 0& 0&!& 7(' !(3('7-n& ) /+'&'-+1 ) 0&'3('& !( 0-(n3() )) ()3'&3(-&) !( 6(n3&.
TOALA INDACOCHEA GEOCONDA MARIELA
CAPITULO I
PRESENTACIÓN DE LA EMPRESA
$.$ R()(& /-)3'-0&
$
$.2)3-<-0&3-6+
8
$.8 O,(3-6+) (n('&()
8
$. O,(3-6+) ()(0><-0+)
$.5 (3&)
$. V-)-n
$.; M-)-n
$. V(n3&&) 0+7(3-3-6&) !( Y&n,&
$.9 H(''&7-(n3&) 0+'+'&3-6&)
$.9.$ D+n!( 0+7+ 3--&' ()3( 6-!(+
$.$# T-+) !( &n&n0-&)
$.$$ O+'3n-!&! Y&n,&
;
$.$$.$ Q( )( !(,( /&0('
;
$.$2 M&'0+ 3('-0+
;
CAPITULO II
COMERCIALIZACION
2.$ P'+!03+) =( 0+7('0-&-&n
9
2.2 M&'0&) =( 0+7('0-&-&
9
2.8 C&)-<-0&0-n
$#
2. S(03+' !( 0+,('3'&
$8
2.5 P&'3-0-&0-n !( 7('0&!+
$
2. I7&(n
$5
2.; S('6-0-+
$5
2. P'(0-+)
$
2.9 C+7(3(n0-&
$
2.$# An-)-) !( 0-(n3(
$
2.$#.$ M+3-6&0-n !( 0-(n3(
$;
2.$$ An-)-) -n3('n+
$;
2.$$.$ C&&0-!&! !-'(03-6&
$;
2.$$.2 C&&0-!&! 0+7(3-3-6&
$
2.$$.8 C&&0-!&! <-n&n0-('&
$9
2.$$. C&&0-!&! 3(0n+-0&
2$
2.$$.5 An-)-) !( +) <&03+'() -n3('n+)
28
2.$2 An-)-) !( +) <&03+'() (43('n+)
2
2.$8 &3'- <+!&
25
2.$ A-0&0-n !( ()3'&3(-&)
25
2.$5 &n&() !( !-)3'-,0-n
2;
CAPITULO III
SISTEMA DE VENTAS
8.$ V(n3&)
29
8.2 A03-6-!&!() !( 0++'!-n&!+'&)
8#
8.2.$ D(<-n-0-+n()
8#
8.8 D+07(n3+) =( 3--&n &) 0+n)3+'&)
82
8. P'+0()+ &'& '(&-&' n (!-!+
82
8.5 V(n3&) 7(n)&()
88
CAPITULO IV
IDENTIFICACIÓN DE LOS PROBLEMAS Y CAUSAS
.$ (3+!++>& !( & -n6()3-&0-n
8
.2 An-)-) !( !+07(n3+)
85
.2.$ O,)('6&0-n !-'(03&
85
.8 An-)-) !( '+,(7&)
8
.8.$ L-!('&+
8
.8.$.2 M+3-6&0-n
8;
.8.$.8 (0(3&0-n !( (!-!+)
8
.8.$. (0&7+)
8
. D-)3'-,0-n !( P'+!03+)
8
.5 In6(')-n &3&
8
. 'J!-3+)
89
.; I!(n3-<-0&0-n !( +) '+,(7&)
89
. En0()3& &'& !(3('7-n&' & <'(0(n0-& '(6-& & !-&'&7& !( &'(33+
#
.9 An-)-) !( !-&'&7& 0&)& (<(03+
5
.$# L& !(7&n!& )('& & (4-)3(n0-& !( '+!03+)
.$$ F&3& !( 0&-3& !( -n6(')-n
CAPITULO V
SOLUCION DE LOS PROBLEMAS
5.$ An-)-) !( &'(33+
5.$.2 An-)-) !( 0&-3&-&0-n
9
5.$.8 +n3'+ 0+73&'-&!+
5#
5.$. An-)-) !( -n0(n3-6+)
5$
5.2 (6-)-+n() !( &n ()3'&3J-0+
52
5.8 (3'+&-7(n3&0-n (n +) &n() ()3'&3J-0+)
58
5. C+)3+) =( (n('& 7J3+!+ '+()3+
55
5.5 In'()+) +' 6(n3&)
5
5. F-n&n0-&7-(n3+
5;
5.; C+)3+%,(n(<-0-+
5
CAPITULO V I
PUESTA EN MARCHA
.$ P'+'&7&0-n
#
.2 C+n0)-+n()
2
INDICE DE ANEOS N+.
P&.
$
F+'&7& : P'+0()+ &'& '(&-&' n (!-!+
8
2
V(n3&) 0+7&'&3-6&)
8
En3'(6-)3& (')+n&
5
En3'(6-)3& (')+n&
;
5
En3'(6-)3& (')+n&
9
C&!'+ 0+7&'&3-6+ !( 0+n)3+'&) &03-6&)
;$
;
C&!'+ 0+7&'&3-6+ !( n?7('+) !( (!-!+)
;2
An-)-) !( (<(03-6-!&! !( <('& !( 6(n3& ( -n'()+) &n&!+)
;8
9
C&-3&-&0-n Y&n,&
;
$#
En0()3& &'& 7(!-' ( 3&7&+ !( 7('0&!+
;5
B-,-+'&<>&
;
% 12
CAPITULO I
PRESENTACIÓN DE LA EMPRESA
$.$ RESEA HISTORICA
YANBAL <( 0'(&!& +' ( )(+' F('n&n!+ B(7+n3 (n $9; (n L-7&1 P('?. P+)3('-+'7(n3( !(,-!+ & ) '&n J4-3+1 )( !()& & +3'+) &>)() !( A7J'-0& L&3-n& 0+7+ E0&!+'1 B+-6-&1 MJ4-0+ C++7,-& )-(7'( <-( & ) <-+)+<>& !( )(' n& 0+7&>& !(!-0&!& & & ,((&1 ( J4-3+ ( !()&''++ !( & 7('.
En E0&!+' 0+n3&7+) (n & &03&-!&! 0+n n& &n3& !+n!( )( (&,+'&n +) '+!03+) 0+)7J3-0+) & 7-)7& =( () (n('&!+'& !( '+'()+ &'& +) (0&3+'-&n+). T(n(7+) +<-0-n&) (n &) '-n0-&() 0-!&!() !( &>): Q-3+1 G&&=-1 C(n0&1 M&n3& M&0/&&.
L& (7'()& YANBAL DEL ECUADOR 3-(n( &'+4-7&!&7(n3( ### 0+n)3+'&) (n ( &>) !( &) 0&() 8## 3-(n(n 0&'+) !( !-'(03+'&) 0&!& n& !( (&) -!('& n '+ !( $$ 0+n)3+'&)1 & '(&0-n =( 7&n3-(n( & (7'()& 0+n & <('& !( 6(n3&) & (4'()&7+) (n & )--(n3( ()3'03'&:
% 13
G('(n3( 0+7('0-& R(-n 0+)3&
S(0'(3&'-& !( ('(n0-&
P'+7+3+'& "+n& $
P'+7+3+'& "+n& 2
P'+7+3+'& "+n& 8
P'+7+3+'& "+n&
P'+7+3+'& "+n& 5
D-'(03+'&
D-'(03+'&
D-'(03+'&
D-'(03+'&
D-'(03+'&
C+n)3+'&
C+n)3+'&
C+n)3+'&
C+n)3+'&
C+n)3+'&
C+7+ )( 7()3'& (n ( 0&!'+ &n3('-+' & '-n0-& ((03-6& () ( ('(n3( 0+7('0-& !( & '(-n 0+)3& (& 0++'!-n& &) &03-6-!&!() !( & <('& !( 6(n3& 0+n &) 0++'!-n&!+'&) =( )+n 0-n0+ 0&!& n& !( (&) 7&n(& !-'-(n '+) !( # !-'(03+'&)1 ()3&) 0++'!-n&!+'&) )( '(?n(n 7(n)&7(n3( 0+n &) !-'(03+'&) 3'&n)7-3(n 3+!+) +) (6(n3+) =( '(&-& & 0+7&>& 0+n & <('& !( 6(n3&)
P&'& ( '()(n3( ()3!-+ )( /&n &n&-&!+ &) &03-6-!&!() !( '+ 952 !+n!( 0&!& !-'(03+'& 3-(n( !-<('(n3() <+'7&) !( !-'--' )) '()(03-6+) '+) ('+ +) '+,(7&) =( &<(03&n & & <('& !( 6(n3&) )+n +) 7-)7+).
E '+ 952 )( -n-0-+ /&0( &+) ,&+ & !-'(00-n !( & D'&. I6+nn( P'&!+ M+n0&+ >!(' !( '+1 -n-0-&n!+ )) &03-6-!&!() 0+7('0-&() 0+n 25 0+n)3+'&)1 <n0-+n&n!+ (n ) !+7-0--+ & +<-0-n& !( n(+0-+1 &03&7(n3( 0+n)3& 0+n n '+ !( $$ 0+n)3+'&)1 /&,-(n!+ <+'7&!+ (n ) 3'&(03+'-& 8 !-'(03+'&) =( -!('&n )) '()(03-6+) '+).
L&) &03-6-!&!() 0+7('0-&() &) '(&-& +) n() &'& 0&&0-3&'1 +) 7-J'0+() &'& '(0(3&' +) (!-!+) !( )) 0+n)3+'&).
$.2 USTIFICATIVO
E ()3!-+ '(&-&!+ (n ( '+ 952 YANBAL (n ( '(& !( 6(n3&) 3-(n( 0+n <-n&-!&! !(3(03&' 0&() )+n +) '+,(7&) )) 0&)&) =( -7-!(n ( n+'7& !()(n6+6-7-(n3+ !( &) &03-6-!&!() 0+7('0-&() &-0&' &) 7(!-!&) 0+''(03-6&).
$.8 OBETIVOS GENERALES
E +,(3-6+ (n('& !( '+ 952 () +'&' =( 0&!& 0+n)3+'& !( ,((& YANBAL !()0,'& ) '&n +3(n0-& (4&n!& ) n(+0-+ &)()+'&n!+ '+<()-+n&7(n3( & 0-(n3+) !( 0-(n3()
$. OBETIVOS ESPECIFICOS •
D-&n+)3-0&' & )-3&0-n &03& !( )-)3(7& !( 6(n3&) !( & (7'()& Y&n,& ()(0><-0&7(n3( ( '+ 952 (n & 0-!&! !( G&&=-.
•
An&-&' +) '+,(7&) 0&)&) (n ()3& )(00-n '++n(' )+0-+n() &!(0&!&) =( -7)(n ( )-)3(7& !( 6(n3&) !( '+ 952.
$.5 METAS.
L&) 7(3&) !( '+ 9521 () '+6((' & )) 0+n)3+'&) !( ,((& +) 0+n+0-7-(n3+) ,)-0+) =( ( ('7-3&n 7&n(&' &!(0&!&7(n3( ) n(+0-+.
In0(n3-6&'&) &'& =( 3+!&) &)0-(n!&n +' & ()0&('& !( J4-3+ +'(n ( )3&3) !()(&!+.
$. VISION.
S(' & 0+7&>& !( ,((& 7) '()3--+)& 0+7(3-3-6& !( A7J'-0& ,&)&!& (n ( '-n0--+ !( '+)('-!&! &'& 3+!+).
$.; MISIÓN M(+'&' ( n-6( !( 6-!& !( & 7(' &3-n+&7('-0&n&1 +<'(0-(n!+ '+!03+) !( &3& 0&-!&!1 )('6-0-+ (')+n&-&!+ n& (40((n3( ++'3n-!&! !( &n&n0-&.
$. VENTAAS COMPETITIVAS DE YANBAL.
N(+0-+ '+-+: D-'-() 3 n(+0-+1 ('() -n!((n!-(n3(.
T-(7+: E-() 3 '+-+ /+'&'-+ 3-(n() 3-(7+ &'& 3 <&7--&.
C&''('&: P(!() 0+7(n&' &/+'&1 n+ n(0()-3&) n- 3>3+1 n- (4('-(n0-& '(6-&. R(0-,() 0&&0-3&0-n '+<()-+n& ()(0-&-&!&.
L&) &n&n0-&) )+n --7-3&!&)1 3 <-&) 3) -n'()+).
$.9 HERRAMIENTAS CORPORATIVAS.
6-!(+ !( 7&=-&(
L& 0+'+'&0-n UNIQUE%YANBAL1 (n)&n!+ (n <&0--3&' ( 7&n(+ !( n(+0-+ & ) <('& !( 6(n3&)1 /& 0'(&!+ n& n(6& /(''&7-(n3& 0+'+'&3-6&: ( 6-!(+ !( 7&=-&( &'& + 0& /& ()3+ 3+!& ) >n(& !( '+!03+) !( 7&=-&( (n 7&n+) !( n '&n 7&=-&!+' -n3('n&0-+n&1 ( )(+' P&,+ MJn!( !( MJ4-0+1 =-(n !()&''+& ()3( 6-!(+ !( 0&&0-3&0-n (n 7&=-&( =( )(' &'+6(0/&!+ +' !-'(03+'&)1 0+n)3+'&) 3&7,-Jn 0-(n3()..
$.9.$. DONDE Y COMO UTILI"AR ESTE VÍDEO.
C+7+ /(''&7-(n3& !( 0&&0-3&0-n. D-6-!-(n!+ ( 6-!(+ !( &0('!+ & +) 3(7&) =( ()3J +<'(0(:
%M&=-&( !( !>&. %M&=-&( !( n+0/(. %TJ0n-0&) 0+''(03-6&). % En )()-+n() !( (n3'(n&7-(n3+ 0+n n(6&) 0+n)3+'&). %En )()-+n() !( 7&=-&(. %En (6(n3+) !( -n0+'+'&0-n. %En 0/&'&) !( -7&(n.
$.$# TIPOS DE GANANCIAS
S( (!( +3&' (n3'( !+) 3-+) !( &n&n0-&): C+7+ 0+n)3+'&: A3(n!-(n!+ 0-(n3()1 7-(n3'&) 7) '+!03+) 6(n!&n1 7) &n&n0-&) +,3-(n(n. C+7+ !-'(03+'&: F+'7&n!+ '+ (')+n&1 7-(n3'&) 7) 0+n)3+'&) -n0+'+'(n 7(+'() !-'(03+'&) <+'7(n1 ( n(+0-+ 0'(0( 7) &) &n&n0-&) &7(n3&n.
$.$$ OPORTUNIDAD YANBAL
% S(' !-'(03+'&. % V-&&' &'(!(!+' !( 7n!+. % R(0-,-' &3+ YANBAL. % $## !( )&3-)<&00-n.
$.$$.$ QUE SE DEBE HACER
% C+n6('3-')( (n 0+n)3+'& '+<()-+n& !( ,((& +<'(0-(n!+ '+!03+) !( &3& 0&-!&!. % C+7&'3-' & ++'3n-!&! YANBAL 0+n 7('() !( J4-3+1 &)> +0+ & +0+ <+'7&' ) '+-+ '+. % C+7(n&' & 0&''('& &)0(n!(' +,3(n-(n!+ '(0+n+0-7-(n3+ !()!( ( -n-0-+ !( & 0&''('& +' 0&!& 7(3& 07-!&1 6-&() (n ( 7,-3+ n&0-+n& ( -n3('n&0-+n&1 +,3(n-(n!+ <&,+)+) '(7-+)
$.$2 MARCO TEORICO.
En +) ?3-7+) &+) &) 7('() /&n (7'(n!-!+ n(+0-+) & n '-37+ 7) '-!+ =( +) /+7,'()1 0+7+ + 7()3'&n &) ()3&!>)3-0&) !( A!7-n-)3'&0-n !( & (=(& (7'()& 1 (n3'( $9# $92 1 &) 7('() =( 3'&,&&n +' ) 0(n3&
/&n &7(n3&!+ (n 2$8### + )(& $# &'& (&' & n 3+3& !( 2.8 7-+n()1 &'& 70/&) 7('() )(' '+-(3&'-&) () & '3& 7) '-!& /&0-& & 0+''-(n3( (0+n7-0& '-n0-& !(0&'& C/&'+33( T&+' '()-!(n3& !( n& 0+7&>& 0+n)3+'& !( @&)/-n3+n 1 M&' & A)/ <n!&!+'& !( M&' & 0+)7(3-0) In01 (n0+n3' =( ('& 0-('3+ . L& n-0& 7&n('& (n =( &) 7('() (!&n (&' & n &3+ n-6( (n +) n(+0-+) () )-(n!+ (7'()&'-&) &'3-0-&n!+ (n n& (7'()& =( (&) (!&n 0+n3'+&'. D-+ A)/1 =-(n -n-0-& ) (7'()& (n $981 0&n!+ )( '(3-'+ !( n& 0+7&>& !( 6(n3& !-'(03& +' 0+''(+1 !+n!( 0+n3-n&7(n3( & /&,>&n /(0/+ !( &!+ (n +) &)0(n)+). S 0+7&>& 6(n!( 0+)7J3-0+) !( ('3& (n ('3&1 &) 6(n3&) 3+3&() (n +) ?3-7+) &+) <('+n !( ## 7-+n() !( !+&'(). C&n!+ 3'&,&&) +' 0(n3& '+-& '(0-,() + =( 3 6&() n+ + =( 6&( 3 ()3+.
L& 0+n)3+'& !( ,((& Y&n,&1 () 70/+ 7) =( n& 6(n!(!+'&. E) n& 7(' 0+n '&n!() !()&<>+) 7(3&) =( 0+n)3&n3(7(n3( !(,( 3'&,&&' (n ) -7&(n '+<()-+n&1 & 3'&6J) !( (& +'&'& 3'&n)7-3-' )('-(!&! 0+n<-&n&. L& '-n0-& <(n3( !( -n'()+) '+6-(n( !( )-)3(7& !( 6(n3&) !( & (7'()&1 ( &=> & -7+'3&n0-& !( '()(n3( ()3!-+ &'& 7(+'&' +,3(n(' 7&+'() 3--!&!(). En ( '()(n3( 3'&,&+ )( !-&n+)3-0&'& & )-3&0-n &03& !( )-)3(7& !( 6(n3&)1 3--&n!+ &) 3J0n-0&) !( -n6()3-&0-n: (n3'(6-)3&)1 &n-)-) !( !+07(n3+) +,)('6&0-n !-'(03& &'& ( &n3(&7-(n3+ !( '+,(7&).
% 20
CAPITULO I I COMERCIALI"ACION
2.$ PRODUCTOS QUE COMERCIALI"AN
L+) '+!03+) =( )( 0+7('0-&-&n )+n <&,'-0&!+) +' Y&n,& !( E0&!+' )+n: T'&3&7-(n3+) <&0-&()1 0&-&'()1 0+''(03+'()1 &,-&().
P'+!03+) <&,'-0&!+) (n C++7,-&: L>n(&) H& F((31 )+7,'&)1 '-7(1 ,&)().
P'+!03+) <&,'-0&!+) +' Un-=( S.A. L-7& P('?: D+) !( )+7,'&1 !()+!+'&n3(1 ('<7()1 '+!03+) &'& n-+)1 ',+'()1 (30.
2.2 MARCAS QUE COMERCIALI"AN.
B-)3('>&: C+n3())&. V(&) : A'7+n>&. L>n(& S(n3-6&: P'+%3(0/ S('7 I
% 21
2.8 CLASIFICACIÓN:
TRATAMIENTOS FACIALES B&''&) -7-&!+'&) &'& 03-) )(0+1 7-43+ '&)+. L+0-+n() &'& 03-) )(0+1 7-43+ '&)+. E7)-n &'& 03-) )(0+1 7-43+ '&)+. C'(7&) n3'-3-6&). M&)0&'-&) 03-) )(0+ 7-43+ '&)+
CUIDADO PERSONAL D()+!+'&n3(). C'(7& &'& ( 0('+. C'(7& &'& 7&n+). C'(7& '(!03+'&. C'(7& '(&<-'7&' ,)3+. C'(7& !( 0(-3-). T&0+ !()+!+'&n3( -(). C'(7& (4<+-&n3(. C'(7& '(&&n3(. C++n-&) '(<'()0&n3(). T'&3&7-(n3+) 0&-&'().
% 22
C'(7&) &'& 7&n+ 0('+ C++n-&) &'& ,(,(). C++n-&) &'& n-+). C++n-&) &'& n-&). S/&7++ &'& ,(,(. S/&7++ &'& n-+). B'+n0(&!+'(). B'-+) &0+n!-0-+n&!+'(). S'& <-&!+'. S/&7++ &n3-0&)&.
FRAGANCIAS FEMENINAS
FRAGANCIAS MASCULINAS D()+!+'&n3(). &,+n(). A<3(' )/&6(. U3'& S/&6(.
FRAGANCIAS UVENILES FRAGANCIAS PARA EL HOGAR
% 23
MAQUILLAE B&)(). C+''(03+'(). P+6+) C+7&03+). P+6+) S(3+). R,+'(). R-7(. D(-n(&!+' -. D(-n(&!+' -=-!+ S+7,'&). L- !( &,-+). D(-n(&!+'() !( &,-+). B'-+) &'& &,-+). E)7&3(). R,+'() >=-!+) S+7,'&) (n 0'(7&. BISUTERIAS C&!(n&)1 P)('&)1 A'(3()1 An-+) P-n()
VELAS PERFUMADAS
% 24
2. SECTOR DE COBERTURA
YANBAL 0+7('0-&-& )) '+!03+) & 3'&6J) !( )) 0+n)3+'&) (n &) )--(n3() 0-!&!() !( &>): Q-3+1 G&&=-1 C(n0&1 A7,&3+1 I7,&,'&1 L+&1 S&n3+ D+7-n+1 E O'+1 M&n3&1 E)7('&!&).
CIUDAD
VENTA PUBLICA
Q-3+
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% 25
COBERTURA 25 20 15 %10 5 0
Serie1
O T I U Q
O I O G U T N Q N I A L A M Y A S O U D G
A C N E U C
A L A H C A M
A T N A M
CIUDADES
F(n3(: D&3+) '++'0-+n&!+) +' 0++'!-n&!+'&) !( +n&). E&,+'&!+ +': G(+0+n!& T+&&.
2.5 PARTICIPACIÓN DE MERCADO
S(?n !&3+) '++'0-+n&!+) +' !-&'-+ ( n-6(')+ (n ,-0&0-n !( !+7-n+ !( 2##$ & 0+7&>& Y&n,& 3-(n( n& &'3-0-&0-n !( 7('0&!+ !( !( 7('0&!+1 (+ 3(n(7+) & AVON 0+n 8# 1 O'-<&7( 0+n $5 1 P&7(& GRANT 1 +3'&) 8 !( 7('0&!+.
V(' & 0+n3-n&0-n '<-0+.
% 26
Participación de mercado
Otros 3% Pae!a Gra"t #%
Ya"&a!
Ori$!ae 15%
Ya"&a! #'%
Ao" 30%
Ao" Ori$!ae Pae!a Gra"t Otros
F(n3(: D-&'-+ ( Un-6(')+. E&,+'&!+ +': G(+0+n!& T+&& I.
2. IMAGEN
En 2 &+) !( 3'&(03+'-&1 & 7(+' 0&'3& !( '()(n3&0-n1 () & 0&-!&! '()3--+1 )+n '+!03+) =( !(n+3&n n )(+ -n0+n<n!-,( !( ((&n0-& !-)3-n0-n & 7&'0& YANBAL.
2.; SERVICIO
E )('6-0-+ =( )( '()3& () 6(n3& !-'(03& & 0+n)7-!+'1 & )(& (n ) /+&' + ) &' !( 3'&,&+1 ('+ (n n-n?n 0&)+ (n n +0& ()3&,(0-!+ +' 7(!-+ !( &) &)()+'&) !( ,((&.
2. PRECIO
L+) '(0-+) !( 6(n3& )+n )('-!+) +' & 0+7&>& )( 3'&,&& +' 7(!-+ !( 0&3++) 7(n)&() !+n!( 6-(n(n 7&'0&!+) +) '(0-+) =( 6&'>&n !( &0('!+ & &) +<('3&) 7(n)&() !( +) !-<('(n3() '+!03+).
L+) '(0-+) !( & 0+7(3(n0-& )+n 7) ,&+) 0+7&'&!+) 0+n +) '(0-+) !( YANBAL1 ORIFLAME 3-(n( '(0-+) 7) ,&+1 (+ ( )-( AVON1 & (n3( =( ()3& 0+n6(n0-!& 3+3&7(n3( !( &) ,+n!&!() !( +) '+!03+) 7&'0& Y&n,& (n3'( &) 3'() 7&'0&) )-(7'( '(<-('( & 7&'0& Y&n,& () +' ()3& '&n =( YANBAL =( 7&+' &'3-0-&0-n !( 7('0&!+ 3-(n(.
2.9 COMPETENCIA En3'( &) 7&'0&) 0+7(3-!+'&) 3(n(7+): AVÓN1 ORIFLAME1 PAMELA GRANT1 OTROS.
2.$# ANLISIS DEL CLIENTE.
En3'( +) 0+7'&!+'() +3(n0-&() !( '+!03+) YANBAL 3(n(7+) '+<()-+n&() !( 0&)( 7(!-& &3&1 ((03-6+) &7&) !( 0&)& =( )3&n !( + 7(+'1 !( + (40)-6+ =( )( '(+0&n +' ) &''(+ (')+n& =( ()3n !-)()3+) & -n6('3-' (n (+.
2.$#.$ MOTIVACION DEL CLIENTE
L+ =( 7+3-6& & 0-(n3( & )&' +) '+!03+) YANBAL () & 0&-!&! ((&n0-&1 '()3--+1 -nn+6&0-n1 (n 0+)7J3-0+) 3'-7()3'&7(n3( &n&n n(6+) 3+n+) !( 7+!&1 7(n)&7(n3( & 0+7&>& +<('3& '+!03+) !-<('(n3() /&)3& 0+n ( 5# !( !()0(n3+.
2.$$ ANLISIS INTERNO.
2.$$.$ CAPACIDAD DIRECTIVA
I7&(n C+'+'&3-6&. L+) '+!03+) =( )( 0+7('0-&-&n '(?n(n 3+!+) +) &3'-,3+) n(0()&'-+) YANBAL () n& 7&'0& =( )( (43(n!- (n BOLIVIA1 COLOMBIA1 ECUADOR1 PER Y MICO &>)() =( (n & &03&-!&! <+'7&n &'3( !( & 0+'+'&0-n BEAUTY GROUP INTERNATIONAL1 0+n ,&)( (n FORT LAURDERDALE1 ESTADOS UNIDOS.
C+7n-0&0-n C+n3'+ G('(n0-&. H& +0& 0+7n-0&0-n (n ( 7,-3+ !( & (7'()& 0+n &) &)()+'&) !( ,((&1 &'& 0++'!-n&' &) &03-6-!&!() '&() & 0+7&>& !()-n& 0++'!-n&!+'&) (&) )+n &) -n<+'7&n &) &03-6-!&!() !J &) 0+n)3+'&) 0+n & (7'()&.
H&,--!&! P&'& R(3(n(' G(n3( C'(&3-6&. L& <&3& !( 0+7n-0&0-n (n3'( !-'(03-6+) ) <('& !( 6(n3& -n<( &'& =( )( -('!& (n3( 6&-+)&.
A'()-6-!&! &'& (n<'(n3&' & 0+7(3(n0-&. L& 0+7&>& -n6-('3( (n ,-0-!&!1 & 7&'0& () & '(<('-!& (n ( 7('0&!+1 ('+ 0&!& 0+n)3+'& !()&''+& )) '+-&) ()3'&3(-&) !( &0('!+ & ) n-6( !( (!0&0-n.
2.$$.2 CAPACIDAD COMPETITIVA
C&-!&!1 (40)-6-!&! +) '+!03+) =( )( 0+7('0-&-&n () !( 0&-!&! )+n )++ !-)3'-,-!+) +' 0+n)3+'&) &3+'-&!&) !( & 0+7&>&.
L(&3&! )&3-)<&00-n !( 0-(n3(. L& (&3&! () 7 ,(n&1 0-(n3( )&3-)<(0/+) (n('&n n(6+) 0-(n3().
P&'3-0-&0-n !( M('0&!+.
Y&n,& 1 AVON 8#1 O'-<&7( $51
P&7(& G'&n3 51 O3'+) .
C'6& D( L& E4('-(n0-&. E 5# !( &) 0+n)3+'&) 3-(n(n !+) &+) (n ( n(+0-+ )&,(n 7&n(&' ( n(+0-+1 &) 0+n)3+'&) =( '(0-Jn -n'()&n 3-(n(n n& )(7&n& !( 0&&0-3&0-n () 7 0+'3+ ( 3-(7+ !( (n3'(n&7-(n3+ & &'3-' !( ()& <(0/& 0+7-(n& & )(' &)()+'&) !( ,((&)1 6(' &n(4+ n 0&!'+
% 30
0+7&'&3-6+ !( 0+n)3+'&) &03-6&) 0+7+ 6&'>&n 7(n)&7(n3(1 n+ )( -n<+'7&n ,-(n 0+7-(n&n & 0+7(3(' (''+'() & '(&-&' ( 0-(''( !( n& 6(n3& +' <&3& !( 0+n+0-7-(n3+ !( +) '+!03+) =( 0+7('0-&-&n.
A!7-n-)3'&0-n D( C-(n3(). C&!& 0+n)3+'& 7&n(& ) '+-& 0&'3('& !( 0-(n3()1 !+n!( -7)&n & +<('3& 7(n)&1 /&0(n )(-7-(n3+ & +) 3'&3&7-(n3+)1 7()3'&n +) n(6+) '+!03+)1 /&0(n '(+)-0-n !( '+!03+ 3('7-n&!+.
P+'3&<+-+ !( P'+!03+). S( 0+7('0-&-&n 6&'-(!&!() !( '+!03+) &'& 3+!+) +) )3+) (!&!(): n-+)1 6(n() &!3+).
P'+'&7& P+)3 V(n3&. S( '(&-& n )(-7-(n3+ & +) 0-(n3() =( 0+7'&n 3'&3&7-(n3+)1 &'& <(0/&' n(6&) 6-)-3&) /&0(' & '(+)-0-n !( '+!03+ 3('7-n&!+.
2.$$.8 CAPACIDAD FINANCIERA
A00()+ & 0&-3&. L& 0+7&>& YANBAL +<'(0( & & <('& !( 6(n3&) & ++'3n-!&! !( !()&''+&')( +'&' !(3('7-n&!&) 7(3&) )3&3) !( &)0(n)+1 () + =( !(n+7-n& & ()0&('& !( J4-3+ !+n!( &) 0+n)3+'&) !( ,((& +,3-(n(n 0'J!-3+ !( &'&n3>& !( &0('!+ & 7+n3+ '(&-&!+ (n ( 7():
% 31
CUOTAS PARA OBTENER CREDITO L-7-3( !( 0'J!-3+
T-+) !( 0'J!-3+
V(n3& ?,-0& 7(n)&
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D&3+) '++'0-+n&!+) +' Y&n,& E&,+'&!+ +': G(+0+n!& T+&& I.
G'&!+ !( (n!(!&7-(n3+. C&!& 0+n)3+'& '(0-,( 0'J!-3+ !( & 0+7&>& !( &0('!+ & ) 0&&0-!&! (0+n7-0& !((n!-(n!+ !( +) 7+n3+) 7(n)&() )( ( !&' ( !()0(n3+ =( 6& !()!( ( 25 /&)3& ( # !( !()0(n3+
R(3+'n+ !( & -n6(')-n. C&n!+ &) &)()+'&) 0+7('0-&() -n6-('3(n (n 0+7'&' '+!03+) 7&'0& &n,& '(0+,'&n + -n6('3-!+ & =( +) '+!03+) )( 6(n!(n +' )> )++) ('7-3(n =( (&) '(0+,'(n + -n6('3-!+ 7&) &n&n0-&) =( ( )-'6(n &'& =( (&) -n6-('3&n )(7&n&7(n3(.
L-=-!(. YANBAL ('7-3( =( 0&!& &)()+'& !(0-!& 0& )(' ) 0&-3& 0&n3+ !()(& &n&'.
% 32
E)3&,--!&! (n +) 0+)3+). L+) 0+)3+) !( +) '+!03+) 7&'0& &n,& 6&'>&n !( &0('!+ & &) +<('3&) 7(n)&() !( 0&3&++1 7() & 7() /& +<('3&)1 6&'-&n!+ (n '+!03+).
E&)3-0-!&! !( & !(7&n!& 0+n '()(03+ & +) '(0-+). L& !(7&n!& () 7 6&'-&,( !((n!-(n!+ !( &) +<('3&)1 7(n)&7(n3( +) '+!03+) =( 7&+' !(7&n!& 3-(n( )+n +) =( )( (n0(n3'&n (n +<('3&.
H&,--!&! &'& 0+7(3-' 0+n '(0-+). L& 7&'0& &n,& 0+n '()(03+ & +3'&) 7&'0&) 0+7+ A6n1 O'-<&7(1 P&7(& G'&n3 (n3'( +3'&) () & 7&) 0&'&.
2.$$. CAPACIDAD TECNOLÓGICA
H&,--!&! 3J0n-0& !( 7&n<&03'&. L& )('-!&! 0+n & =( +) !-)3'-,-!+'() 0+7('0-&-&n +) '+!03+) Y&n,& () ( '()3&!+ !( 0+7,-n&' +) 7(+'() -n)7+)1 & 7) &6&n&!& 3(0n++>&1 ( J4-3+ !( Y&n,& '&!-0& (n ) 0+7'+7-)+ 0+n ( ?,-0+ 0+n)7-!+' & +<'(0(' ( $## !( )&3-)<&00-n !( )) '+!03+)1 + 0& ()3 &'&n3-&!+ +' ( ()3'-03+ 0+n3'+ !( 0&-!&! +' & 3(0n++>& !( n3& =( )( 3--& (n &) !-<('(n3() (3&&) !( '+0()+ !( '+!00-n. C&&0-!&! !( -nn+6&0-n. C-(n3><-0+) <'&n0()()1 /&n +'&!+ 0+n&' +) ?3-7+) !()0,'-7-(n3+) 3(0n+-0+) 0+n ( +!(' !( & n&3'&(& &'& +,3(n('
% 33
'+!03+) &'& ( 0-!&!+ !( & -( =( /&n '(6+0-+n&!+ & 0+n0(0-n 3'&!-0-+n&1 !&n!+ &)+ & n& n(6& (n('&0-n !( 3'&3&7-(n3+ <&0-&1 0'(&!& &'& )+0-+n&' '+,(7&) ()(0><-0+) !( & 7&n('& 7) &!(0&!& (<-0&.
N-6( !( 3(0n++>& )&!&. L+) '+!03+) ()3n &'&n3-&!+) +' n ()3'-03+ 0+n3'+ !( 0&-!&! +' & 3(0n++>& !( n3& =( )( 3--& (n &) !-<('(n3() (3&&) !( '+0()+ !( <&,'-0&0-n !( +) 7-)7+).
E<(03-6-!&! '+!00-n !( (n3'(&. L& (n3'(& !(,('>& )(' (n /+'&) !()J) !( '(&-&!+ ( (!-!+ ('+ /& 0-('3& '(<('(n0-& & & /+'& !( '(0-,-' +) (!-!+)1 0&n!+ /& <(0/&) 0&6() 0+7+ !>& !( & 7&!'(1 )&n V&(n3>n1 n&6-!&!1 (30.1 (30. )( '+!0( 7) !(7+'& .
V&+' &'(&!+ & '+!03+. YANBAL 0&&0-3& & & <('& !( 6(n3& &'& =( ()3& &03J 0+n J3-0& '+<()-+n&1 n+ )+&7(n3( +<'(0(' n '+!03+1 )-n+ =( 3'&n)7-3-' & 0-(n3( ,(n(<-0-+) 0&'&03('>)3-0&) &'& 6(n!(' + =( ( -n3('()&!+ '(&7(n3( n(0()-3&.
N-6( &0&!J7-0+. E) 7 -7+'3&n3( )((00-+n&' (n3( 0+n n n-6( )('-+' & =( (&) )('n 7) '+!03-6&) 0+n '(&0-n & +3'&) =( 3(n&n n n-6( &0&!J7-0+ -n<('-+'.
% 34
M+3-6&0-n. Y&n,& 3-(n( 0+n0')+) 7(n)&() !+n!( '(7-& & &) 7(+'() 6(n!(!+'&)1 ('+ n+ 3+!&) (&n & &n&')( ()3+) '(7-+) +) 7+n3+) !( 6(n3& =( (4-( & 0+7&>& )+n ((6&!+) ( +,)(=-+ '(0-,-!+ n+ )( )3-<-0& +' +) '(7-+) =( (n3'(& & 0+7&>&.
2.$$.5 ANLISIS DE LOS FACTORES INTERNOS
E &n-)-) !( +) '(0')+) !( & +'&n-&0-n &) '(!-00-+n() !( <&03+'() -n3('n+) (43('n+) 0+n)3-3(n n& ,&)( !( !&3+) 0+n +) 0&() +) ('(n3() (!(n ()3!-&' &) +)-,() ++'3n-!&!() + +) +)-,() '-()+). Un 7-)7+ &7,-(n3( (!( )(' & ++'3n-!&! &'& n& +'&n-&0-n n& &7(n&& &'& +3'& (n & 7-)7& -n!)3'-&1 !(,-!+ & '(0')+) !-<('(n3(). Un& 6( -!(n3-<-0&!+) +) '-()+) &) ++'3n-!&!()1 )( !(,(n ,)0&' n& )('-( !( &3('n&3-6&) =( (!(n (4+3&' & )-3&0-n: +!(7+) )(-' 0+7+ ()3,&7+)1 0&7,-&' + 0+n)+-!&'n+) &'& <+'3&(0('n+).
IDENTIFICACIÓN DE DEBILIDADES
% F&3& !( 7+3-6&0-n. % N+ /& +'-(n3&0-n (7'()&'-&. % S('6-0-+ !( (n3'(& -n(<-0-(n3(. % L-=-!(.
% 35
IDENTIFICACIÓN DE FORTALE"AS
% L(&3&! !( 0-(n3(). % R(n3&,--!&! '(3+'n+ !( & -n6(')-n. % E40((n3( -7&(n. %P+'3&<+-+ !( '+!03+).
2.$2 ANLISIS DE FACTORES ETERNOS
IDENTIFICACIÓN DE AMENA"AS % N(6+) 0+7(3-!+'(). % C+7'&!+'(). % R-6&-!&!. % V&'-&0-n !( +) '(0-+).
IDENTIFICACIÓN DE OPORTUNIDADES
% N-6( !( 3(0n++>&. % C&-!&! !( '+!03+). % T&7&+ !( 7('0&!+.
% 36
2.$8 ATRI" FODA
EMPRESA YANBAL G'+ 952
OPORTUNIDADES * N-6( !( 3(0n++>&.
* N(6+) 0+7(3-!+'()
* C&-!&! !( '+!03+)
* R-6&-!&!.
* T&7&+ !( 7('0&!+
* 6&'-&0-n !( '(0-+)
FORTALE"AS
ESTRATEGIA FO
* L(&3&! !( 0-(n3()
* C&3&' 7&+' n?7('+
* E40((n3( -7&(n * R(n3&,--!&! R(3+'n+ !( &
AMENA"AS
!( 0-(n3() * T(n(' 7&+' &'3-0-&0-n !( 7('0&!+ '&
ESTRATEGIA FA * O<'(0(' !()0(n3+) ()(0-&() '+7+0-+n(). * M&n3(n(' 6(n3&&) (n +) '(0-+)
-n6(')-n DEBILIDADES
ESTRATEGIA DO
* F&3& !( 7+3-6&0-n
* M+3-6&' & (')+n&
* F&3& !( +'-(n3&0-n (7'()&'-& * L-=-!(
* B'-n!&' 0&&0-3&0-n ('(n0-&
ESTRATEGIA DA
* M&n3(n(' ,(n&) '(&0-+n() 0+n +) 0-(n3()
2.$ APLICACIÓN DE ESTRATEGIAS. ESTRATEGIA EN FO.
D(3('7-n& &) <+'3&(&) !( & (7'()& Y&n,& '+ 9521 0+n + 0& )(& +)-,( &'+6(0/&' &) ++'3n-!&!() =( )( '()(n3(n &'& & 7-)7&1 !(,-!+ & =( ( n(+0-+ () '(n3&,( ( 0&-3& () '(3+'n&,(1 )( !(,( &'+6(0/&' & 0&3&'
% 37
7&+' n?7('+ !( 0-(n3() +)-,() & =( +) '+!03+) +)((n 3+!+) +) &3'-,3+) n(0()&'-+)1 (n 0&-!&!1 -nn+6&0-n +'3&<+-+ !( '+!03+) )+n n7('+ n+1 &'& +,3(n(' 7&+' &'3-0-&0-n !( 7('0&!+.
ESTRATEGIA EN FA.
C+n ()3&) 7-)7&) <+'3&(&) (n<'(n3&7+) &) &7(n&&) =( )+n: N(6+) 0+7(3-!+'()1 V&'-&0-n !( '(0-+) ('!-!&) !( &)()+'&) 0+7('0-&()1 )( (&,+'&'&n -)3&!+) !( '+!03+) (n +<('3& 0+n !()0(n3+) ()(0-&()1 '+7+0-+n()1 )( (&,+'&'& n ('<- &'& )((00-+n&' &) ((03-6&) 0+7('0-&()1 =( '(?n&n 0&'&03('>)3-0&) ()(0><-0&) &)> &'&' 7&) 6(n!(!+'&).
ESTRATEGIA EN DO.
C+n &) !(,--!&!() !( & (7'()& 7(!-&n3( &) ++'3n-!&!() =( )( () '()(n3(n1 3'&3(7+) !( !-)7-n-'&)1 (n !(,--!&!() 3(n(7+): D((n!(n0-& !( n )++ '+6((!+'1 )('6-0-+ !( (n3'(& -n(<-0-(n3(1 <&3& !( 7+3-6&0-n 0+n3'+ ('(n0-&1 <&3& !( +'-(n3&0-n (7'()&'-&. P&'& (-7-n&' ()3&) !(,--!&!() /& =( 0+n3'&3&' n(6+) '(&'3-!+'() 7+3-6&' & & (n3( 0&&0-3&' & (')+n& &'& 7(+'&' ( '(n!-7-(n3+ !( 0&!& -n3('&n3( !( )-)3(7& !( 6(n3&).
% 38
ESTRATEGIA EN DA.
D(,(7+) !( !()&''+&' ()3'&3(-&) =( (-7-n(n &) !(,--!&!() !( '+ 9521 ( /&&n <'(n3( & &) &7(n&&)1 !()&''+&n!+ '+'&7&) !( 0&&0-3&0-n &03&-&!+).
2.$5 CANALES DE DISTRIBUCIÓN
E '+0()+ !( !-)3'-,0-n !( +) (!-!+) )( -n-0-& n& 6( =( )+n &'!&!+) (n 0&&) )(&!+)1 ( 3&7&+ !( &) 0&&) !( 0&'3n 6&'>&n !( &0('!+ & & 0&n3-!&! !( '+!03+) (!-!+)1 &)&n & )(' (7,+!(&!+)1 !+n!( )( !()&0/&n !()!( & 0-!&! !( Q-3+ /&0-& &) ,+!(&) !( Y&n,& !( & 0-!&! !( G&&=-1 (&n!+ (n 3'&n)+'3() !( 0&'&1 &J'(+) + 3(''()3'(1 (+ &)&n & )(' (n3'(&!+) & +) !-<('(n3() '(&'3-!+'() =( ()3n 0&)-<-0&!+) !( &0('!+ & & +n& !( '(&'3+:
"+n& A N+'3( "+n& B C(n3'+ "+n& C S'
L+) '(&'3-!+'() '+0(!(n & (n3'(&' +) (!-!+) (n +) !+7-0--+) !( 0&!& 0+n)3+'&.
% 39
E 0&n& !( !-)3'-,0-n () -n!-'(03+.
FABRICANTE
REPARTIDORES
CONSULTORAS
CLIENTES
% 40
CAPITULO I I I
SISTEMA DE VENTAS
8.$ VENTAS
P+' )) '+!03+) !( ,((&1 &) (')+n&) 3-(n!(n & (n)&' =( ( n(+0-+ !( YANBAL () 6(n!(' 0+)7J3-0+)1 ('+ ) 6('!&!('& 7-)-n ()3 (n +'&' 0&7,-&' & 6-!& !( 70/&) 7('() !( )) <&7--&).
L(+) !( ,)0&' 6(n!(!+'&)1 YANBAL () n& (7'()& -n3('n&0-+n& =( ,)0& <+7(n3&' ( '+'()+ (')+n& !( 0&!& 7(' 0+n n '+'&7& !( 0&&0-3&0-n =( &)+ & &)+1 n-6( +' n-6(1 ( ('7-3& 0+n6('3-')( (n n& &)()+'& !( ,((& =( 0&!& !>& )&3-)<&& &) n(0()-!&!() &'3-0&'() !( 0&!& 0-(n3(1 7(!-&n3( n )('6-0-+ (')+n&-&!+ =( ( !& & ++'3n-!&! !( 0'(0(' )-n >7-3(.
YANBAL n+ 0+7-3( 0+n )) &)()+'&) !( ,((& +' 0&n3+ n+ 6(n!( n ('7-3( =( )( 6(n!& & 3'&6J) !( n3+) !( 6(n3& 7&)-6+)1 ,'-n!n!+() & (40)-6-!&! (n & 6(n3& (')+n& &!(7) !( -n6('3-' (n ,-0-!&!1 YANBAL 3&7,-Jn -n6-('3( (n ( '+'()+ !( ) <('& !( 6(n3&).
% 41
E)3( &6&n0( )( 3'&!0( (n '(3'-,0-+n() 7&+'() !( &0('!+ & !()(7(+ !(!-0&0-n !( 0&!& (')+n&. S- ,-(n + '-7('+ =( & (')+n& ('0-,( () ( &)(03+ (0+n7-0+ 0+7+ 0+7-)-+n() ,+n-<-0&0-+n() =( 0'(0(n '&!&7(n3(1 YANBAL 6& 7) &.
E '+'&7& &n& !( '(0+n+0-7-(n3+ +<'(0( -n0(n3-6+) n+ 7+n(3&'-+) &'& 3+!&) &) 0&3(+'>&)1 =( 6&n !()!( -n()1 &0&) '(7-+) 7(n)&()1 /&)3& 0+n6(n0-+n() n&0-+n&() ( -n3('n&0-+n&() 6-&() &n&() & !-<('(n3() &>)() !( A7J'-0&1 ( C&'-,(1 E'+& A)-&. E -n0(n3-6+ 7) -7+'3&n3( =( YANBAL +<'(0( & ) <('& !( 6(n3&) () ( '+'&7& !( &3+)1 ( 0& /& ,(n(<-0-&!+ & 7) !( $5# &n,&-)3&)1 70/&) !( &) 0&() & /&n '(0-,-!+ 21 8 /&)3& &3+76-() # W-7(3'+).
8.2 ACTIVIDADES
DE
CORDINADORAS
DIRECTORAS
Y
CONSULTORAS.
L& !-'(03+'& () n& !()&''+&!+'& !( (')+n&)1 +' + 3&n3+ ) '()+n)&,--!&! '-n0-& () & !( '+7+6('1 !()&''+&'1 '(3(n(' &
))
0+n)3+'&) <+'3&(0(' )) n(+0-+). 8.2.$ DEFINICIONES: &X D-'(03+'&. E) & (')+n& =( /&,-Jn!+)( -n-0-&!+ 0+7+ 0+n)3+'& /& &0&n& 7(3&) +<'(0-!&) +' & 0+7&>&1 &) 0&() & )(' &0&n&!&)1 () !& n
% 42
()3&3) )('-+' !(n+7-n&!+ !-'(03+'&. E) n& (')+n& =( & 0(n3& 0+n n '+ !( 0+n)3+'&) & =-(n !-'--' =( &!(7) 07( 0+n &) <n0-+n() !( n& 0+n)3+'& !( ,((&. D( & 0+7'& =( '(&-0(n &) 0+n)3+'&) =( ( ('3(n(0(n1 (& ('0-,( n +'0(n3&( !( 0+7-)-n &<(03+ & 3+!+) +) -7()3+) !( & ( 6-(n3( =( ( 0+''()+n!(n. E ) n& (')+n& =( n+ 07( /+'&'-+ n+ 3-(n( =( '(+'3&')( & & 0+7&>&1 +'& )) 7(3&) (n <+'7& -n!((n!-(n3(1 )-(n!+ (n '(&-!&! n& 0+7-)-+n-)3& -n!((n!-(n3(.
,X 0+n)3+'&. P(')+n& =( )( -n0+'+'& & & 0+7&>& =( )( !(!-0&' & & 0+7('0-&-&0-n !( 0+)7J3-0+) !( & 7&'0& YANBAL1 ,-)3('>& C+n3())&1 6(& ('<7&!&) A'7+n>& 0&=-(' +3'+ =( & 0+7&>& !(0-!& (n !(3('7-n&!+ 7+7(n3+. A ()3& (')+n& )( ( !(n+7-n& 0+n)3+'& !( ,((&. L& 0+n)3+'& !( ,((& 0+7'& 0+n n +'0(n3&( !( !()0(n3+ +) '+!03+) =( +<'(0( & 0+7&>& +) 0+7('0-&-& & '(0-+ !( 6(n3& )('-!+1 )-(n!+ n& 0+7('0-&n3( -n!((n!-(n3(.
P&n !( &n&n0-&). L& 0+n)3+'& ()3&,(0( & 0&n3-!&! !( !-n('+ =( !()(& &n&'1 ()3+ !( &0('!+ & & 0&n3-!&! !( /+'&) =( !(0-!& 3'&,&&' )(7&n&7(n3(. T&7,-Jn +!' ((-' & <+'7& (n & !(0-!( '(&-&' & 6(n3&: %6(n3& '((3-3-6& K )()-n !( ,((&1 &) 0+n)3+'&) =( )( /&n !(0-!-!+ +' ()3& 7+!&-!&! /&n 0+7'+,&!+ =( !-0&n & 6(n3&.
% 43
S()-n !( ,((&. E) n& '(n-n )+0-& !+n!( & !(& !( 0&)& -n6-3& & n '+ !( &7-&) & (')+n&)X &'& n& !(7+)3'&0-n 3('-0+ '03-0& !( & >n(& !( '+!03+) =( )( /&& ()0+-!+ (n ()& +0&)-n. E)3& '(n-n '++'0-+n&' & & 0+n)3+'& <3'+) 0+n3&03+)1 &7(n3+ (n 6(n3&) 0-(n3() )&3-)<(0/+).
8.8 DOCUMENTOS QUE UTILI"AN LAS CONSULTORAS O'!(n !( 0+7'& In<+'7( !( )-3&0-n L-)3& !( '(0-+)
8. PROCESO PARA REALI"AR UN PEDIDO
P'+0(!-7-(n3+ &'& '(&-&' n& 0+7'&
% L+) (!-!+) )( '(&-&n )++ +) 7-J'0+() !( 3+!&) &) )(7&n&) /&)3& &) ; !( & n+0/(. % L+) (!-!+) )( '(&-&n 0+n '(6-)3&1 -)3& !( '(0-+ & 0-'0&' !( & )(7&n&. % L(n&' & -)3& !( '(0-+) 0+n )) 0!-+) '(0-+). % S7&' 3+!&) &) +<('3&) 7(n)&() )&0&' ( 6&+' 3+3& & &&'. % S&0&' ( 6&+' 3+3& & &&'1 )- 3-(n( 0'J!-3+ (n6-&' ( 0/(=( (')+n&1 )- n+ 3-(n( 0'J!-3+ 0&n0(&' (n (<(03-6+.
% 44
% L& +'!(n !( 0+7'& &) '(6-)& & !-'(03+'& !( 0&!& '+. % L+) (!-!+) +) (n6>&n & &) +<-0-n&) !( +-0(n3'+
L+) (!-!+) )J !--3&n +' 0+73&!+'& !( & 0-!&! !( &&=- &'& & 0-!&! !( =-3+ +' 7(!-+ !( 0!-+) 0&!& 0+n)3+'& 3-(n( ) '+-+ 0!-+.
En & 0-!&! !( =-3+ '(0(3&n ( (!-!+ + !()&0/&n 6('-<-0&n!+ & +'!(n !( 0+7'&.
L+) (!-!+) (&n & & 0-!&! !( GUAYAQUIL !+n!( 0&!& '(&'3-!+' + !-)3'-,( !( &0('!+ & ) '3& !( (n3'(& (n 0&!& n+ !( !+7-0--+ '()(03-6+ !( 0&!& 0+n)3+'&. V(' &n(4+ N+. $
8.5 VENTAS MENSUALES
S+n 6&'-+) +) <&03+'() =( -n<(n (n & 6&'-&0-n !( &) 6(n3&) )(7&n&()1 ()3+) 6&'>&n !( &0('!+ & &) +<('3&) )(7&n&()1 +<('3&) 7-+n&'-&) !( 7()1 !()0(n3+) ()(0-&() '+7+0-+n() =( )( &nn0-&n (n J 0&3&++ 7(n)& !( & 0+7&>&. A 0+n3-n&0-n 7+)3'&7+) ( )--(n3( 0&!'+ !( &) 6(n3&) !( '+ 952. V(' &n(4+ N+. 2
% 45
CAPITULO I V
IDENTIFICACIÓN DE LOS PROBLEMAS Y CAUSAS.
.$ ETODOLOGIA DE LA INVESTIGACIÓN.
L&) 3J0n-0&) 3--&!&) 0+7+ /(''&7-(n3&) !( & -n6()3-&0-n )+n &) )--(n3(): % En3'(6-)3&) (')+n&(). % An-)-) !( !+07(n3+). % O,)('6&0-n !-'(03&. En3'(6-)3&) (')+n&()1 )( '(&- (n3'(6-)3&) & !+) !-'(03+'&) -!('() 0+n)3+'&) !( YANBAL &'& (n0+n3'&' +) '-n0-&() '+,(7&) =( &<(03&n & & <('& !( 6(n3&) !( & 0-!&! !( G&&=-1 )( 3--& & 3J0n-0& !( & (n3'(6-)3&1 &) 7-)7&) =( )-'6-('+n &'& 0+n+0(' & )-3&0-n &03& !( +) '+) !( 6(n3&) +) '+,(7&) =( &<(03&n ( n+'7& !()(n6+6-7-(n3+1 '-n0-&7(n3( &) &03-6-!&!() !( '+ 952.
E)3& /(''&7-(n3& 0+n)-)3( (n n& (n3'(6-)3& 0+n !-'(03+'&) &)()+'&) =( !-)3'-,(n +) '+!03+) 1 &'& 0+n+0(' & )-3&0-n &03&1 !( ()3+) n(+0-+)1 !-0/&) (n3'(6-)3&) )( '(&-&n 0+n n 0()3-+n&'-+ (&,+'&!+ 0+n ( <-n !( +,3(n(' -n<+'7&0-n 0+n<-&,(. V(' An(4+ 81 1 5.
% 46
.2 ANLISIS DE DOCUMENTO.
In<+'7() '++'0-+n&!+) +' & 0++'!-n&!+'& !( +n& !( 0&!& '+.
T(n(7+) -n<+'7() !(: N7('+ !( (')+n&) 0+n 0'J!-3+) 7(n)&(). D( $$ 0+n)3+'& 2# 0+n)3+'&) 3-(n(n 0'J!-3+ !( 2## N7('+ !( (')+n&) -n0+'+'&!&). N7('+ !( &)()+'&) &03-6&). V(' &n(4+ N+. N7('+ !( !(6+0-+n() !( (!-!+). S&!+) & <&6+'.
.2.$ OBSERVACIÓN DIRECTA
C+n ()3( 7J3+!+ )( +,)('6& ( !()(n6+6-7-(n3+ !( &) &03-6-!&!() =( 3-(n(n 0+n)3+'&) !-'(03+'&) (n )) '()(03-6&) +<-0-n&).
A)-)3> & &) '(n-+n() =( 3-(n(n =( 3-(n(n ( >!(' !( '+ 0+n )) &)()+'&)1 (&) )( '(?n(n +) !>&) n() 7-J'0+()1 +) Ln() &)-)3(n & &) '(n-+n() &'& '(0-,-' 0&&0-3&0-n & )(& (n ,((& 0+7+ -7-(&)1 )()-+n() !( 7&=-&(1 '(&0-+n() /7&n&)1 +3'+). L+) 7-J'0+() &)-)3(n &'& '(&-&' &'& '(&-&' )) (!-!+) +' 7(!-+ !( & !-'(03+'& &'& =( (& +) (n6>( & &)
% 47
+<-0-n&) !( n(+0-+) (n ( P+-0(n3'+ &'& =( (&) '(&-0(n ( (!-!+ !()!( & 0-!&! !( GUAYAQUIL & & 0-!&! !( QUITO.
N+3&n!+ =( ()3&) '(n-+n() & <&3& !( +'&n-&0-n +' &'3( +' &'3( !( & !-'(03+'&1 & =( & 7&+'>& !( &) !-'(03+'&) 3-(n(n )) +<-0-n&) (n )) '+-+) !+7-0--+)1 )-(n!+ ()3( n &7,-(n3( <&7--&' !( 0+n<-&n&1 n&!& <&6+'&,( &'& ( !()(n6+6-7-(n3+ !( &) &03-6-!&!() 0+7('0-&()1 & =( &) 0+n)3+'&) n+ 07(n 0+n +) (6(n3+) =( )( '(&-&n (n ( '+1 '()3n!+( -7+'3&n0-&.
A=> 3&7,-Jn )( (6&n 3+!&) &) -n=-(3!() '(0&7+) !(6+0-+n() =( )( '(&-&n +' 7(!-+ !( & !-'(03+'& !( '+ & & (7'()&.
C+n +) !&3+) +,3(n-!+) +' 7(!-+ !( ()3& 3J0n-0& )( /& !(3(03&!+ +) '-n0-&() '+,(7&) )) 0&)&).
.8 ANLISIS DE PROBLEMAS
.8.$ LIDERA"GO E) & /&,--!&! &'& -n<-' (n &) &03-6-!&!() !( +3'&) (')+n&) & 3'&6J) !( n '+0()+ !( 0+7n-0&0-n 1 &'& +'&' n& 7(3& .E) & 0&&0-!&! &'& n-' 6+n3&!() (n ,)0& !( +'+) +,(3-6+).
% 48
En & +'&n-&0-n /& +0& 0+7n-0&0-n1 ( ()3-+ !( -!('&+ !( & >!(' )( -!(n3-<-0& 0+n ( ()3-+ !( &!7-n-)3'&0-n !( 0, 0&7()3'(. En ()3( ()3-+ )( '++'0-+n& &3(n0-n 0+n)-!('&,( & &) n(0()-!&!() !( (')+n& &'& +'&' '(&0-+n() )&3-)<&03+'-&) )( 0'(& n& &37)<('& &'&!&,( &7-)3+)&1 ()3+ () 7& -n3(''(3&!+1 &) ((03-6&) =( n+ 3+7&n ( n )('-+ &) &03-6-!&!() =( )( &n-<-0&n (n & +'&n-&0-n. L(+ n+ )&,(n 0+7+ '(&-&' n& &)()+'>& &!(0&!& (n )) 0-(n3().
.8.$.2 OTIVACIÓN
E) & 6+n3&! &'& /&0(' n '&n ()<('+ &'& &0&n&' &) 7(3&) !( & +'&n-&0-n1 0+n!-0-+n&!+ +' & 0&&0-!&! !( ()<('+ &'& )&3-)<&0(' &n& n(0()-!&! (')+n&. I7+'3&n0-&. L& 7+3-6&0-n !( &) (')+n&) -n0-!( !-'(03&7(n3( (n & : % L& 0&-!&! !( 6-!& % C+n!03& -n!-6-!& % L& ()0&& !( 6&+'(). % D()(7(+ -n!-6-!& +'&n-&0-+n&. A n+ 3(n(' -n0(n3-6+) 7+n(3&'-+)1 & =( &) 0+7-)-+n() =( '(0-,( 7(n)&7(n3( 0&!& &)()+'& !((n!(n !( & -n6(')-n =( 0&!& n& '(&-&1 )( !()7+3-6&n !(,-!+ & =( +3'&) (7'()&) !( & 0+7(3(n0-& +<'(0(n '(3'-,0-+n() (0+n7-0&).
% 49
.8.$.8 RECEPTACION DE PEDIDOS.% C&!& &)()+'& '(&-& +) (!-!+) 3+!+ +) !>&) 7-J'0+() (n /+'&'-+ !( &3(n0-n !( 9/## & $9/##1 !()!( )) !+7-0--+)1 6>& 3((<n-0& + (')+n&7(n3( )( &0('0&n & & +<-0-n& !( ) D-'(03+'& (n & 0-!&!(& & G&'+3& M 6-& $1 &'& '(0-,-' ) 7('0&!('>& +) !>&) S,&!+) (n )) '()(03-6+) !+7-0--+)1 n+ /& (')+n& &'& '(0(3&' +) (!-!+) & =( ( /+'&'-+ !( 3'&,&+ !( &) &)()+'&) n+ () ('7-3( &n-<-0&'& & 3-(7+ )) (!-!+)1 (&n!+ 3+!&) (n /+'&'-+) n+ ()3&,(0-!+).
.8.$. RECLAMOS.% S( 3'&,&& 0+n n& 0-'0&' )(7&n& !+n!( )( +<('3&n '+!03+) =( )( (n0(n3'&n !-)+n-,() )( &nn0-&n '+!03+) <&3&n3()1 0&n!+ &) 0+n)3+'&) '(0-,(n )) 7('0&!('>&)1 6-(n(n '+!03+) =( n+ /&n (!-!+)1 + '+!03+) (n 7& ()3&!+. L+) '(0&7+) +) '(&-& &) !-'(03+'&) n+ )+n &3(n!-!+) -n7(!-&3&7(n3(1 &n 0&n!+ n+ )( '(&-&n (!-!+) n+ /& +0-n & '(0&7+).
. DISTRIBUCIÓN DE PRODUCTOS.% L&) &)()+'&) n+ (n3'(&n +) '+!03+) & +) 0-(n3() (n &) <(0/&) &03&!&) !(,-!+ & =( 7(n)&7(n3( )( +<('3&n '+!03+) 0+n !()0(n3+) ()(0-&() /&)3& n 5# 1 +0&)-+n&n!+ =( )( &+3(n &) +<('3&)1 + 70/&) 6(0() n+ )&(n & &) 6(n3&) !-0/+) '+!03+).
.5 INVERSIÓN ALTA.% E ((6&!+ 0+)3+ !( +) '+!03+) /&0( =( & -n6(')-n )(& 7&+'1 (n '(&0-n 0+n +3'&) (7'()&) =( !-)3'-,(n 0+)7J3-0+)1
% 50
+ 7>n-7+ =( 6(n!( & (7'()& () !( #.## !&'() (n &!(&n3( & n& ()0&& !( !()0(n3+ !( 251 ( 74-7+ !()0(n3+ () !( # .
. REDITOS.% En & P. 2# )( +,)('6& ( 0&!'+ !( +) 7+n3+) 7(n)&() !( 0&!& 0+n)3+'& &'& +,3(n(' n 0'J!-3+ =( 3-(n( n& !'&0-n !( ; & 2 7()() 6&'-&n!+ )(?n ( 7+n3+ '(&-&!+ +' 0&!& 0+n)3+'&.
.; DENTIFICACIÓN DE LOS PROBLEMAS.
PROBLEMA N+. $ DEFICIENTE ADMINISTRACIÓN DE LOS RECURSOS
CAUSAS: N+ )( (6& n-n?n 0+n3'+ !( +) (!-!+) =( '(&-&n &) 0+n)3+'&)1 n+ )( &n-<-0&1 n- +'&n-& 3+!+ () -7'(6-)3+ &n3( & &)(n0-& !( n )-)3(7& 0+73&'-&!+ !+n!( )( (6( n& ,&)( !( !&3+) EFECTOS: N+ )( &3-(n!(n +) '(0&7+) =( '(&-&n &) 0+n)3+'&)1 )J !()7+3-6&n <0-7(n3( & n+ /&,(' &--!&! (n +) 3'&7-3() =( (&) '(&-&n.
PROBLEMA N 2: LA DEMANDA SUPERA LA EISTENCIA DE PRODUCTOS. CAUSAS: L& -n()3&,--!&! !( +) '(0-+) =( 7()& 7() 6&'>&n n+ ('7-3(n &'+6-)-+n&')( !( )3+0W1 & =( )- ()3n & '(0-+ n+'7&1 ( 7() )--(n3( ()3&'n ,&&n!+ !( '(0-+.
% 51
EFECTOS: L& 6&'-&0-n !( '(0-+ (n('& =( & !(7&n!& )(& &3& )( &+3(n +) '+!03+)1 =(!&n!+ &) 0+n)3+'&) 0+7+ -n07-!&) ('!-(n!+ 70/&) 6(n3&) +' n+ (n3'(&' ( '+!03+ (n ( 3-(7+ &03&!+ 0+n ( 0-(n3(.
PROBLEMA N 8: FALTA DE CAPITAL DE INVERSIÓN. CAUSAS: L&) +>3-0&) !( 6(n3&) !( & (7'()& n+ ('7-3(n =( 3+!&) 3(n&n &00()+ & <-n&n0-&')( 0&-3& !( 3'&,&+ ((6&!+. EFECTOS: P+0& <'(0(n0-& !( 0+7'&.
V(' 0&!'+ 0+7&'&3-6+ !( n7('+ !( (!-!+) &n(4+ N+. ;
. ENCUESTA PARA DETERMINAR LA FRECUENCIA PREVIA AL DIAGRAMA DE PARETO
DATOS REFERECIALES &XR&n )+0-&
'+ 952 YANBALX
BXD-'(00-n
0!&. G&'+3& 7 6-& $
0X T-+ !( &03-6-!&!
)('6-0-+
PREGUNTA $.C& !( +) 3'() -3(7) ( &<(03& 0+n 7&+' -n3(n)-!&! &'& '(&-&' & !-)3'-,0-n !( 6(n3& !-'(03& !( +) '+!03+) YANBAL:
% 52
DEFICIENTE ADMINISTRACIÓN DE LOS RECURSOS. LA DEMANDA SUPERA LA EISTENCIA DE PRODUCTOS. FALTA DE CAPITAL DE INVERSIÓN.
CONTESTE: SI............................. NO.......................... NO OPINA................
% 53
.9 ANLISIS DEL DIAGRAMA CAUSA EFECTO RESUMEN DE LOS PROBLEMAS MS IMPORTANTES DEFICIENTE ADMINISTRACIÓN DE LOS RECURSOS
E '+ 952 YANBAL ()3& !-'--!+ +' n& !-'(03+'& + >!(' =( () & (n0&'&!& !( !-'--' ) '+ <+'7&!+ +' $$ ((03-6&)1 ()3( n?7('+ () 6&'-&,( !(,-!+ & =( & !-'(03+'& n+ 07( )) <n0-+n() 0+7+ >!('1 n+ +'& 7+3-6&'&) &'& =( (&) 3'&0(n )) '+-&) 7(3&)1 !( (&' 3&7,-Jn )(' !-'(03+'&) & )(& (n n 0+'3+1 7(!-&n+ + &'+ &+. G(n('&7(n3( & ('7&n(n0-& !( &) ((03-6&) () 0+'3& !( 2 & 7()() )++ n '+ 7-n+'-3&'-+ ('7&n(0( )+n 0+n)3&n3() 3-(n(n !( $ & 2 &+) (n ( '+.
L& <&3& !( -n0(n3-6+) 7+n(3&'-+) () +3'& !( &) 0&)&) =( /&0( =( ( '+ )( !()-n3('(1 ()3&) ((03-6&)1 ,)=(n 0+7('0-&-&' &) 7&'0&) !( & 0+7(3(n0-& 0+7+ A6+n1 O'-<7(1 P&7(& G'&n31 G+1 R+7&n(1 C&'-)7& (30.1 (30. E)3&) (7'()&) & !-<('(n0-& !( &) +>3-0&) !( 6(n3&) !( YANBAL1 ()3n !n!+() n& (=(& '(3'-,0-n (0+n7-0&1 =( &) 7+3-6& &'& =( (&) )( -n'()(n & ()3&) 0+7&>&).
L& +<-0-n& !( '+ 952 n+ 0(n3& 0+n +) )('6-0-+) ,)-0+) n(0()&'-+) 0+7+ )+n <&3& !( n )-)3(7& 0+73&'-&!+ =( ('7-3& 3(n(' n& ,&)( !( !&3+) !(
% 54
0&!& 6(n!(!+'& &'& '(&-&' n )(-7-(n3+ !( 6(n3&) ( -7)&'& & n 7&+' '(n!-7-(n3+1 ()3& ,&)( ('7-3-' 3(n(' -n<+'7() !( 6(n3&) +' '+!03+)1 (30.1 (30. L& &3(n0-n !( & !-'(03+'& &'& )) 6(n!(!+'&) n+ () - n- (<-0& & <&3& !( n& + !+) )(0'(3&'-&) =( )( (n0&'(n !( 3+7&' +) (!-!+)1 &3(n!(' +) '(0&7+) + !(6+0-+n() =( '(&-&n &) 6(n!(!+'&).
.$# LA DEMANDA SUPERA LA EISTENCIA DE PRODUCTOS.
L& 6&'-&,--!&! !( +) '(0-+) 7() & 7()1 n+ ('7-3( =( &) 0+n)3+'&) )( &'+6-)-+n(n !( )3+0W !( '+!03+)1 )( 3'&,&& 0+n n 0&3&++ 0+'+'&3-6+ 7(n)& n& 0-'0&' )(7&n& !+n!( )( &nn0-&n n& 0&n3-!&! !( '+!03+) <&3&n3()1 + )- n+1 n+ )&(n && 6(n3& &) +<('3&) ('!-(n!+ 6(n3&) 0'(!-,--!&! +' & &)(n0-& !( ()3+) '+!03+). L& !-)3'-,0-n 3&'!>& !( +) '+!03+) () +3'+ !( +) <&03+'() =( -n0-!( n(&3-6&7(n3( & (<(03-6-!&! !( &) 6(n3&)1 )( '(&-& ( (!-!+ 7-J'0+() + '(&'3( ),&!+ +' & 3&'!( 0&n!+ & (n3'(& ()3& '(6-)3& &'& /+'&).
.$$ FALTA DE CAPITAL DE INVERSIÓN
L+ 7>n-7+ =( YANBAL 6(n!( () #1 &'& +,3(n(' 0'J!-3+ !( & 0+7&>& /& =( '(&-&' n 7+n3+ 7>n-7+ !( 25# & 7() &'& +,3(n(' ; !>&) !( 0'J!-3+ (n6-&n!+ n 0/(=( (')+n&1 +) !>&) !( 0'J!-3+ 6&'>&n !( &0('!+ &
% 55
+) 7+n3+) (n 6(n3& ?,-0& =( '(&-0( -n!-6-!&7(n3( 0&!& ((03-6&1 & n+ 3(n(' <&0--!&!() !( &+ & <'(0(n0-& !( +) (!-!+) !-)7-n(1 n& 0+n)3+'& 0+n 0'J!-3+ '(&-& !+) (!-!+) +' 7() 0+n n 7+n3+ =( 6& !( 22# 5## n& =( n+ 3-(n( 0'J!-3+ =( 0&n0(& & 7('0&!('>& & 0+n3&!+ '(&-& n )++ (!-!+ (n ( 7() 0+n n 7+n3+ !( $## & 2## (n ( 7().
% 56
CAPITULO V SOLUCION DE LOS PROBLEMAS.
5.$ ANALISIS DE PARETTO.
D( &0('!+ 0+n !&3+) +,3(n-!+) (n ( &n-)-) !( P&'(33+ ( '+,(7&) 7&) 0'>3-0+ () & D(<-0-(n3( A!7-n-)3'&0-n !( +) '(0')+). P&'& 0+''(-' ()3& <&& )( '++n( + )--(n3(:
An-)-) !( (<(03-6-!&! !( <('& !( 6(n3& ( -n'()+) &n&!+). P&n-<-0&0-n !( 6(n3&) )(7&n&() +' 0+n)3+'&).
D&' &3(n0-n )+0-n & & <&3& !( &3(n0-n &'& '(0(3&' +) (!-!+). P&n !( -n0(n3-6+). P&'& -7(7(n3&'+ &n3(&7+) + )--(n3(: An-)-) !( E<(03-6-!&! !( F('& !( V(n3&). An-)-) !( 0&-3&-&0-n.
5.$.$ An-)-) !( (<(03-6-!&!. E)3( &n-)-) !( E<(03-6-!&! !( F('& !( 6(n3&) '++'0-+n& & & !-'(03+'& !( '+ -n<+'7&0-n !(: %C&n3+ 6(n!( 0&!& ((03-6&.
% 57
%0&n3+ ('0-,( 0&!& ((03-6&. %Cn '+!03-6&) )+n )) 6(n3&).
E)3& -n<+'7&0-n -n!-0& & & !-'(03+'& )- &) ((03-6&) )+n (<-0-(n3() + n+1 )3'&,&& <('3( + )- 3-(n( n& +n& 7 3'&n=-& + &3&7(n3( '(n!-!+'&. E)3( &n-)-) )( + '(&-& 3--&n!+ <+'7&'-+) =( 0+n3(n&n & )--(n3( -n<+'7&0-n. N+7,'( !( &) 6(n!(!+'&) V(n3&) +' 7() N?7('+ !( 0-(n3() &3(n!-!+) N?7('+ !( '+!03+) 6(n!-!+) In'()+) &n&!+). V(' 7+!(+ !( <+'7&'-+ (n &n(4+ N .
5.$.2 An-)-) !( C&-3&-&0-n1 (n ()3( <+'7&'-+ 0+n)3& -n<+'7&0-n !(: C&-3&. P+'0(n3&( !( !()0(n3+. N?7('+ !( n-!&!() (!-!&). N?7('+ !( 0-(n3() &03&(). N?7('+ !( 0-(n3() n(6+). N?7('+ !( )()-+n() !( ,((&.
% 58
E)3( &n-)-) '++'0-+n& & 0&!& 0+n)3+'& +) )--(n3() ,(n(<-0-+): C+7+ &n-<-0&' (n ( 7() )(7&n& & )(7&n& =( -n'()+) 6& & +,3(n('1 0&-3& =( 6& & -n6('3-'1 0&n3&) n-!&!() 3-(n( =( 0+7'&'1 ( n?7('+ !( 0-(n3() =( 3-(n( =( -n0'(7(n3&' ( n?7('+ !( )()-+n() !( ,((& =( 3-(n( =( '(&-&' &'& +,3(n(' n(6+) n(6+) 0-(n3(). 0-(n3().
V(' &n(4+ &n(4+ N 9 !( &n-) &n-)-) -) !( 0&-3 0&-3&&-&0 &0-n -n..
P&'& (n&' ()3+) <+'7&'-+) n(0()-3&7+) & &!=-)-0-n !( n 0+73&!+' &'& (6&' ()3( 0+n3'+ 0+7+ n& ,&)( !( !&3+) =( ('7-3-' ('7-3-' 0+n+0(' ( '(n!-7-(n3+ !( 0&!& ((03-6& !( '+1 & 0+n3'&3&0-n !( n& !--3&!+'& '(0(0-+n-)3& '(0(0-+n-)3& &'& &3(n0-n '(0(0-n !( +) (!-!+).
A!=-)-0-n A!=-)-0-n !( n 0+73&!+'
%L(6&' n 0+n3'+ !( & <('& !( 6(n3&) +' 7(!-+ !( <+'7&'-+ <+'7&'-+ '+()3+.
5.$.8 ONTROL ONTROL COMPUTA COMPUTARI"ADO
C+n & 0+7'& !( n 0+73&!+' )( '(&-&'& &03&-&0-n !( !&3+) !( &) ((03-6&) !( 6(n3&) =( -n'()&n n(6&) &) =( & )( (n0(n3'&n (n ( '+1 & !-'(03+'& 0+n+0(' ( -n<+'7( )(7&n& !( )) ((03-6&)1 0&!& 0+n)3+'&
% 59
()3&' '(-)3'&!& 0+n n 0!-+ )( & -!(n3-<-0&'& (n ( '+ +' ) '(n!-7-(n3+ '(&-&n!+ n )(-7-(n3+ )( &) 0&)-<-0&' !( &0('!+ & ) 0+n3'-,0-n (0+n7-0& &'& ( J4-3+ !( '+ YANBAL 9521 3&7,-Jn ( 0+73&!+' )( (6&'& -n<+'7() +' '+!03+)1 0&() )+n =( 7&+' '+3&0-n 3-(n(n 0+n ()3( -n<+'7( )( 3(n!' n )3+0W 7>n-7+ !( '+!03+).
5.$. ANLISIS ANLISIS DE INCENTI INCENTIVOS VOS
L& !-'(03+'& +'&n-&' 7(n)&7(n3( n (6(n3+ !( -n0+'+'&0-n !+n!( )( +,3(n!'n 7&+' &'3-0-&0-n 7+3-6&0-n +' &'3( !( &) 0+n)3+'&)1 ()3( (6(n3+ 0+n)-)3-' (n +'&n-&' n& 37,+& + ,-n+ (n3'(&n!+ & 0&!& &'3-0-&n3( &'3-0-&n3( '(7-+) &!-0-+n&() =( & 0+7&>& (n6>& )(7&n&7(n3( +' &)&' (!-!+) + !( '+!03+) =( n+ /&n 3(n-!+ &0+-!& + =( '('()(n3& '('()(n3& n& -n6(')-n 7>n-7&.
E)3( &n ()3& ,&)&!+ (n 0+n0')+) 7(n)&() +'&n-&!+) +' & !-'(03+'& 0++'!-n&!+'& !( +n& !+n!( 7() & 7() )( '(7-&'& & &) 0+n)3+'&) =( +'&' (&' & )(n!+ n-6( !( '(7-+) !( & 0+7&>&1 !(0-' 6(n3& ?,-0& !( ;## (n &!(&n3( '(0-,-' '(0-,-' n +,)(=-+ +,)(=-+ &!-0-+n& &'3-0-&'&n &'3-0-&'&n !( )+'3(+ !( 7() '(0-,-'n +,)(=-+) +' 0&!& -n'()+ !( ((03-6&) n(6&) & & +'&n-&0-n.
% 60
5.2 REVISIONES REVISIONES DEL PLAN ESTRAT ESTRATGICO.
L& 6('-<-0&0-n !( +) &n() ()3'&3J-0+) )( '(&-&' 7(!-&n3( ( 0+n3'+ !( n <+'7&3+.
E &n &n& )( '(&-&'& (n ( 0&'3+ 3'-7()3'( +' + =( !(,(7+) '(6-)&' ( !()(7(+ '(& /&)3& ( 3('0(' 3'-7()3'( (n ( 0&'3+ 3'-7()3'( /&0(' '(!-00-n & '(6-)-n !( &n &'& & ()3& (n 7&'0/& !( &) ()3'&3(-&) ()3'&3(-&) )('n 7(n)&.
E <+'7&3+ !( '(6-)-n &n& 0+n3-(n( +) )--(n3() ((7(n3+): O,(3-6+) ()3'&3(-&): 0+''()+n!(n & +) +,(3-6+) ()3'&3(-&) !( &n &n&. M(3& + 7(!-!& !( !()(7(+ 6) '()3&!+) '()3&!+) '(&(): )( (n7('&'&n +) '()3&!+) '()3&!+) '(&() &'& 0+7&'&' 0+n &) 7(3&) 0+n 0+ n &) 7(!-!&) !( !()(7(+. S(&&7-(n3+ !( & +)-0-n: U3--&'(7+) )-7,++>&.
Circulo en blanco ( o en curso ).% S-n-<-0& =( )( /& 07-!+ 0+n n& 7(3& + =( )( ()3& &03&n!+ &03&n!+ 0+n<+'7( & & ()3'&3(-& &n(&!&.
Circulo con líneas crua!as"# E)3( )-n+ + 3--&7+) 0&n!+ /& & '+,&,--!&! '+,&,--!&! =( 3&6( n+ )( +'( n& 7(3&1 + )- ( &n n+ )( ()3& (6&n!+ 0+7+ )( + &n(+.
% 61
Circulo ne$ro ( o %uera !e curso )"# S( 3--& ()3( )>7,++ &'& -n!-0&' <&& (n ( 0+7(7(n3+ !( & 7(3& + !( & 7(!-!& !( !()(7(+.
Circulo con una P"# C&n!+ !()0,'-7+) =( & ()3'&3(-& () -n&'+-&!&.
An&lisis !e !es'iacin"# A=> &n&-&7+) & 0&)& !( & <&& + !( <'&0&)+.
I*licaciones sobre el si$uien+e Perío!o !e Planeacin"# S( '(<-('( & & -n<(n0-& !( J4-3+) <'&0&)+) (n ( )--(n3( ('>+!+ !( &n(&0-n.
5.8 ETROALIMENTACION EN LOS PLANES ESTRATGICOS.
L& '(3'+&-7(n3&0-n + 7+!-<-0&0-n !( +) &n() ()3'&3J-0+) )( (6&' & 0&,+ (n ( 7+7(n3+ (n =( )( !()0,'& =( n +,(3-6+ + n& ()3'&3(-& )+n (''n(+) + -n&'+-&!+).
E (7(+ !( +) )>7,++) )('6-' &'& 6('-<-0&' '++'0-+n&' n& '(3'+&-7(n3&0-n '-!& !( & +)-0-n !( +) &n().
% 62
5. OSTOS QUE GENERA MTODO PROPUESTO
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N
SUELDO MENSUAL MAS
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% 63
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P('!-!&) =( +0&)-+n&n & !(<-0-(n3( &!7-n-)3'&0-n !( '(0')+).
D( &0('!+ & !&3+) +,3(n-!+) (n ( !-&'&7& !( &'(33+ & !(<-0-(n3( &!7-n-)3'&0-n &<(03& & & +'&n-&0-n (n n 8.2 .
S- 0+n ( 7J3+!+ '+()3+ )( +,3-(n( n& 3--!&! n(3& &n& !( 29#1 & 3--!&! 7(n)& () !( 2## 1& (7'()& ()3& !(&n!+ !( ('0-,-' ;8$.$ &n&().
% 64
S(?n &) +>3-0&) !( 6(n3&) +' n 7+n3+ !( 5### % $5999 (n 6(n3& '& +,3-(n( n& 0+7-)-n !( $#1 & &'3-' !( $### 7(n)&() & 0+7-)-n () !( $81)( +,)('6& =( /& '(0('&0-n !( 0&-3& 1() n(0()&'-+ '(&-&' ( 'J)3&7+ &'& '(&-&' & -n6(')-n (&' & +,3(n(' & 0+7-)-n !( $8.
FINANCIAMIENTO
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% 65
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5.; COSTO BENEFICIO.
P&'& (6&' & 0&,+ ()3( &n1 &'& &7(n3&' &) 6(n3&)1 (n('&' &)3+) =( (n +0+ 3-(7+ )( 0+n6('3-' (n n& -n6(')-n =( )-'6( &'& +,3(n(' n& '(n3&,--!&! (<-0&0-& (n ( '+. S( n(0()-3& /&0(' -n6(')-n (n n 'J)3&7+ =( )( &&' 0+n +) -n'()+) 7(n)&() !( &) 0+7-)-+n() +' 6(n3&) !( & +'&n-&0-n.
C+n +) )--(n3() !&3+) )( '(&-& & '+(00-n !( '(0('&0-n !( & -n6(')-n: L+) &)3+) 7(n)&() !( 7J3+!+ '+()3+ G&)3+) &!7-n-)3'&3-6+) $#Z$2 7()() [ 5;.5 In'()+) n(3+) 6(n3&) 7(3. P'+()3+
% 66
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P+' 0&!& 8 !&'() !( -n6(')-n 1)( +,3-(n( 0(n3&6+) !( ,(n(<-0-+ &'& & (7'()&1 () !(0-' n& '(n3&,--!&! !( .
% 67
CAPITULO V I
PUESTA EN MARCHA.
E) n(0()&'-+ &!+3&' n(6+) 7J3+!+) !( 3'&,&+) !n!+( n (n<+=( 7) &7-+ )-(n!+ & <-n&-!&! '-n0-& &7(n3&' 7&+'() -n'()+) +' 6(n3&)1 &'& +n(' (n 7&'0/& ()3( &n )( '++n( ( )(-7-(n3+ !( n 0'+n+'&7& !( &03-6-!&!() ( 07-7-(n3+ !( &) 7-)7&) =( )( (4'()& (n ( !-&'&7& !( G&n33.
.$ PROGRAMACIÓN
P&'& -7(7(n3&' ()3&) 3J0n-0&) 7J3+!+) !( 3'&,&+ )( n(0()-3& n 0'+n+'&7& !( &03-6-!&!() ( 3-(7+ !( !'&0-n &'& (+ '('()(n3&'+ (n n !-&'&7& !( GANT ( 7-)7+ =( )( '(&-&'& (n ( &+ )(&&!+ (n ( '&<-0+ !( &03-6-!&!(): %P&n-<-0&0-n !( &) 6(n3&). P&n !( (<(03-6-!&! !( & <('& !( 6(n3&). %P&n !( -n0(n3-6+) %C+7'& !( 0+73&!+' %C+n3'&3&0-n !( (')+n&. 6(' '&<-0+ !( G&n33X
% 68
.2 CONCLUSIONES.
L& +'&n-&0-n 3-(n( =( &!+3&' n(6&) ()3'&3(-&) &'& -n0'(7(n3&' &) 6(n3&) 1 & &'3-0-&0-n !( 7('0&!+ () 7 ,&&. P&'& 7(+'&' +) -n'()+) +' 6(n3&) !(,(' &n-<-0&'1 +'&n-&' '+'&7&' &03-6-!&!() &-0&n!+ ( &n ()3'&3J-0+ '+()3+ =( 3-(n( 0+7+ +,(3-6+ -7)&' 7(+'&' &) 0+7-)-+n() +' 6(n3&)1 &'+6(0/&n!+ &) <+'3&(&) ++'3n-!&!() !( & (7'()& YANBAL .
.8 RECOMENDACIONES.
S( '(0+7-(n!& (6&' n& ,&)( !( !&3+) &03&-&!& !( &) ((03-6&) =( ('7-3-' & & !-'(03+'& 0+n+0(' +) -n<+'7() !( 6(n3&) 0&() )+n +) '+!03+) !( 7&+' &0+-!& 3-(n(n +' &'3( !( +) 0-(n3() <-n&() ('7-3-' &'+6-)-+n&')( !( '+!03+) =( 3(n&n '-!& <&0--!&!() !( 0+7'&. M&n3(n(' +) '+'&7&) !( 0&&0-3&0-n 0+n3-n+)1 7(+'&' &) '(&0-+n() /7&n&). E +,(3-6+ (n('& !( '+ 952 () '++'0-+n&'() & 3+!&) &) 0+n)3+'&) !( ,((& n &)()+'&7-(n3+ 0&&0-3&0-n !+n!( 0&!& n& )( 0+n6-('3& (n n& (')+n& '+!03-6& (n 0&&0-!&! !( &!7-n-)3'&' )) '+-+) '(0')+) (0+n7-0+) & & 6( ,'-n!(n n )('6-0-+ !( &)()+'>& (')+n&-&!+ & )) 0-(n3() <-n&() +,3(n-(n!+ n& '(n3&,--!&! (0+n7-0& ('7&n(n0-& (n ( n(+0-+.
