Trabajo Formulacion de proyectos

ESCUELA COLOMBIANA DE INGENIERÍA FGPR

Planeac!n E"#$a#%&ca c'()a*+a OMA

INTEGRANTES: MARÍA CAMILA QUINTANA KATHERINE JIMÉNEZ BELTRÁN JORGE IVÁN IVÁN PORRAS PORRAS

PRESENTADO A: CESAR AUGUSTO LEAL CORONADO Ing. Civi ESCUELA COLOMBIANA DE INGENIERÍA FGPR – 4 2015

PLANEACI!N ESTRATÉGICA ESTRATÉGICA

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Introducción..................... Introducción................................... ............................ ........................... ........................... ............................ ........................... ........................... ......................... ........... 3

2.

O!"ti#o$....................... O!"ti#o$.................................... ........................... ............................ ........................... ........................... ............................ ................................. ................... ........ % 2.1 O!"ti#o G"n"r&'......................... G"n"r&'....................................... ............................ ........................... ........................... .................................................... ...................................... % 2.2 O!"ti#o$ E$("c)*ico$....................... E$("c)*ico$..................................... ............................ ........................... ........................... ............................................... ................................. %

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E$tr&t/0ic E$tr&t/0ic&$ &$ D" N"0ocio.... N"0ocio........ ........ ........ ......... ......... ......... ......... ......... ......... ......... .......... ......... ......... ......... ......... ......... ......... ......... ......... ......... ............. ............... ......

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E$tructur E$tructur& & Or0&ni&cio Or0&ni&cion&'... n&'....... ........ ......... ......... ......... ......... ......... .......... ......... ......... ......... ......... ......... ......... ......... ......... ......... ......... ............. ................ .............. ......

7.

M"rc&do....................... M"rc&do..................................... ........................... ........................... ............................ ........................... ........................... ................................... ..................... ....... 4

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P'&n"&ción P'&n"&ción E$tr&t/0ic& E$tr&t/0ic&.... ........ ......... ......... ......... ......... ......... .......... ......... ......... ......... ......... ......... ......... ......... ......... ......... ......... .......... ......... ........... ............... ............ ....11 11 .1 P"$t&........................ P"$t&..................................... ........................... ............................ ........................... ........................... ............................ ................................... ..................... ....... 11 .1.1 Po')tico.......................... Po')tico........................................ ........................... ........................... ............................ ........................... ........................... ............................... ................. 11 .1.2 Econó5ico........................ Econó5ico...................................... ............................ ........................... ........................... ............................ ........................... .......................... ............. 12 .1.3 Soci&'............................ Soci&'......................................... ........................... ............................ ........................... ........................... ........................... ............................... .................. 12 .1.% 6"cno'ó0ico.............. 6"cno'ó0ico............................ ............................ ........................... ........................... ............................ ........................... ........................... ...................... ........ 13 .1., A5i"nt&'..................... A5i"nt&'................................... ........................... ........................... ............................ ........................... ........................... ................................ .................. 13 .2 Do*&......................... Do*&....................................... ........................... ........................... ............................ ........................... ........................... ........................... ............................. ................ 1% .2.1 Fort&'"&$......................... Fort&'"&$...................................... ........................... ............................ ........................... ........................... ............................ ........................... ............. 1% .2.2 D"i'id&d"$............................ D"i'id&d"$.......................................... ........................... ........................... ............................ ........................... ........................... ...................... ........ 1% .2.3 O(ortunid&d"$....................... O(ortunid&d"$..................................... ........................... ........................... ............................ ........................... ................................... ...................... 1, .2.% A5"n&&$.................... A5"n&&$.................................. ........................... ........................... ............................ ........................... ........................... ................................ .................. 1, .2., M&tri Do*&.......................... Do*&....................................... ........................... ............................ ........................... ........................... ...................................... ........................ 1, .3 L&$ , *u"r&$ d" Port"r........................ Port"r..................................... ........................... ............................ ........................... ......................................... ............................ 1 .3.1

A5"n&& A5"n&& d" nu"#o$ nu"#o$ co5("tidor co5("tidor"$ "$ 7819:.... 7819:......... ......... ......... ......... ......... ......... ......... .......... ............. ................. ...............1 ......1

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A5"n&& A5"n&& d" $u$tituto$ $u$tituto$ 7819:.... 7819:........ ......... .......... ......... ......... ......... ......... ......... ......... ......... ......... .......... ......... ............. ................. ...........1 ...1

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Pod"r n"0oci&ción n"0oci&ción co5(r&dor co5(r&dor"$ "$ 74819:... 74819:....... ......... ......... ......... ......... ......... ......... ......... .......... ......... ......... .......... .............. ..........1 .1

.3.%

Ri#&'id&d Ri#&'id&d "ntr" co5("tidor co5("tidor"$ "$ 74819:.... 74819:........ ........ ........ ........ ......... .......... ......... ......... ......... ......... ......... ......... .............. ................1 .......1

.3.,. Pod"r d" n"0oci&ción d" 'o$ (ro#""dor"$; 74819:.................................... 74819:......................................................... ..................... .14 4. 19.

Uni*ic&ción Uni*ic&ción d" E$tr&t"0i&$ E$tr&t"0i&$.... ........ ........ ......... ......... ......... ......... ......... ......... ......... .......... ......... ......... ......... ......... ......... ......... ......... ......... ........... .............. .............21 .....21 Bi'io0r&*) Bi'io0r&*)&.... &........ ........ ........ ........ ......... .......... ......... ......... ......... ......... ......... ......... ......... ......... ......... ......... .......... ......... ......... ......... ......... ......... ......... ......... ......... .......... ........ ...22 22

PLANEACI!N ESTRATÉGICA ESTRATÉGICA

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$.In'()*+,,i-n 6od& "5(r"$& di$"<& ('&n"$ "$tr&t/0ico$ (&r& "' 'o0ro d" $u$ o!"ti#o$ = 5"t&$ ('&nt"&d&$ $i"ndo "$to$ o!"ti#o$ 'o$ 'in"&5i"nto$ "$tr&t/0ico$ (&r& (od"r $"r co5("titi#o$ "n "' $"ctor "n >u" $" "ncu"ntr" '& co5(&<)&? "$to ('&n"$ (u"d"n $"r & corto? 5"di&no = '&r0o ('&o? $"0@n '& &5('itud = 5&0nitud d" '& "5(r"$&. E$ d"cir? $u t&5&u" "$to i5('ic& >u" c&ntid&d d" ('&n"$ = &cti#id&d"$ d"" "!"cut&r c&d& unid&d o("r&ti#&. +& d" d"$t&c&r$" >u" "' (r"$u(u"$to r"*'"!& "' r"$u't&do ot"nido d" '& &('ic&ción d" 'o$ ('&n"$ "$tr&t/0ico$? "$ d" con$id"r&r$" >u" "$ *und&5"nt&' conoc"r = "!"cut&r corr"ct&5"nt" 'o$ o!"ti#o$ (&r& (od"r 'o0r&r '&$ 5"t&$ tr&&d&$ (or '&$ "5(r"$&$. 6&5i/n "$ i5(ort&nt" $"<&'&r >u" '& "5(r"$& d"" (r"ci$&r con "&ctitud = cuid&do '& 5i$ión >u" $" #& r"0ir '& "5(r"$&? '& 5i$ión "$ *und&5"nt&'? =& >u" "$t& r"(r"$"nt& '&$ *uncion"$ o("r&ti#&$ >u" #& & "!"cut&r "n "' 5"rc&do = #& & $u5ini$tr&r & 'o$ con$u5idor"$. P&r& "' c&$o d"' $"ctor d" &'i5"nto$ "$("c)*ic&5"nt" "' c&*/ "$ i5(ort&nt" t"n"r c'&ro$ 'o$ 'in"&5i"nto$ "$tr&t/0ico$ (&r& "nt"nd"r 'o$ 5"rc&do$ (ot"nci&'"$ = '&$ #&ri&'"$ >u" 'o &*"ct&n d"ido d" >u" P&r& 'o$ co'o5i&no$ "' c&*/ "$ $u "id& (r"*"rid&? E' 49 d" 'o$ co'o5i&no$ con$id"r& "' c&*/ co5o '& "id& n&cion&'? 299 t&&$ to5& "n (ro5"dio un& ("r$on& "n "' &u" "$t&'"c" = "!"cut& un& &0"nd& "$tr&t/0ic& "n "' $"ctor "$ O5&.

E' (r"$"nt" tr&&!o (r"t"nd" id"nti*ic&r '&$ (rinci(&'"$ unid&d"$ "$tr&t/0ic&$ d" n"0ocio "n O5&? $u 5"rc&do (ot"nci&'? $u$ co5("tidor"$ = (rinci(&'"$ &5"n&&$ "n 'o >u" $" d"no5in& 'o$ 5"rc&do$ n&tur&'"$ d" $u$ o("r&cion"$. Adicion&'5"nt" con &$" "n "$t& in*or5&ción $" (r"t"nd" id"nti*ic&r &'0un&$ r"&$ d" o(ortunid&d " inici&ti#&$ "$tr&t/0ic&$ & corto? 5"di&no = '&r0o ('&o (&r& con$o'id&r & O5& d"ntro d"' $"ctor.

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%.O/01'iv)2 2-1 O./e#' Gene$al Id"nti*ic&r '&$ "$tr&t"0i&$ = 'in"&5i"nto$ d" '&$ ti"nd&$ d" c&*/ O5& d"ntro d"' 5&rco d" '& ('&n"&ción "$tr&t/0ic&.

2-2 O./e#'" E")ec+c'" 

Id"nti*ic&r '&$ unid&d"$ "$tr&t/0ic&$ d" n"0ocio d" '&$ ti"nd&$ d" c&*/ O5&.



An&'i&r '& (roducti#id&d = '& co5("titi#id&d d" '&$ ti"nd&$ d" c&*/ O5& *r"nt" & $u$ co5("tidor"$ d"ntro d"' $"ctor c&*"t"ro.



D"*inir "' (orc"nt&!" d" cr"ci5i"nto co5"rci&' = d" (&rtici(&ción "n "' 5"rc&do co'o5i&no d" '&$ ti"nd&$ d" c&*/ O5&.



D"t"r5in&r '& &5"n&& d" nu"#o$ co5("tidor"$ "n '& #"nt& d" c&*" "n Co'o5i&.



E$t&'"c"r "$tr&t"0i&$ = 'in"&5i"nto$ & '&r0o? 5"di&no = corto ('&o (&r& '&$ ti"nd&$ d" c&*/ O5&.


P"gin# 


&.Hi2')(i# En '& d/c&d& d" 'o$ 9 n&ció O5& co5o '& (ri5"r& ti"nd& d" c&*/ 0our5"t "n Bo0ot? "n un 'oc&' uic&do &' nort" d" '& ciud&d; c&rr"r& 1, con c&''" 2. L& id"& d" 5ont&r "$t" c&*/ 0our5"t *u" i5(ort&d& d" Euro(& con $u$ tr&dicion&'"$ t"rr&&$ &' &ir" 'ir"? "n un &*n (or d&r'" #&ri"d&d = &'t"rn&ti#&$ & 'o$ conoc"dor"$ d"' c&*/. O5& *u" $i"5(r" un& "5(r"$& *&5i'i&r >u" ("rt"n"c)& "n $u tot&'id&d & '& *&5i'i& M&rti0non = cu=& c&"& "r& Enri>u" M&rti0non. P"ro "' , (or ci"nto d" "$& $oci"d&d *u" #"ndid& &' *ondo M"$o&5"ric&? 5i"ntr&$ >u" '& *&5i'i& M&rti0non con$"r#ó "' 1, (or ci"nto = un (u"$to "n '& !unt&. L& (&'&r& OMA $i0ni*ic& &u"'it& = "$o "$ (r"ci$&5"nt" 'o >u"? "n $u c&'id"? r"*'"!&n 'o$ r"$t&ur&nt"$ = '&$ &rr&$? co5o "''o$ '&$ ''&5&n? d"dic&do$ "c'u$i#&5"nt" & '& #"nt& d" c&*/? "n tod&$ $u$ *or5&$. O5& "$ $inóni5o d" c&'id&d = d" tr&dición? $"0@n r"'&t& u&n C&r'o$ O$(in&? G"r"nt" d" R"$tc&*/? "5(r"$& d"' 0ru(o "5(r"$&ri&' O5&. En $u$ inicio$ $" tu#o un& u"n& &co0id& (or (&rt" d" 'o$ o0ot&no$? >ui"n"$ &cud)&n 5&$i#&5"nt" & d"0u$t&r '&$ d"'ici&$ >u" '"$ (r"$"nt&& "' nu"#o (unto d" "ncu"ntro? (u"$ d" "co "$o & $ido O5&? un (unto d" r"*"r"nci& = d" r"unión? >u" & ("rdur&do (or c&$i cu&tro d/c&d&$. Con "' corr"r d" 'o$ &u" $" cont&r& con (">u"<&$ to$t&dor&$ = 5o'ino$. E' con$u5idor Co'o5i&no "$t&& 'i5it&do & &d>uirir "n "' 5"rc&do @nic&5"nt" $u(roducto$ d" in*"rior c&'id&d? 'o cu&' "r& un& (r"ocu(&ción co5o con$u5idor"$ d"' (&)$ c&*"t"ro? =& >u" no conoc)&n & *ondo "' (roducto d" (rinci(&' "(ort&ción "n Co'o5i&? & (&rtir d" "$t& d"i'id&d >u" $" t"n)& $ur0ió '& >u" tu#o u"n& &co0id& "ntr" 'o$ Bo0ot&no$? >u" (oco & (oco "' n"0ocio *u" cr"ci"ndo = 'o$ c'i"nt"$? >u"r)&n (ro&r 'o$ di*"r"nt"$ ti(o$ d" c&*/ >u" t"n)& OMA. A' t"n"r 0r&n &co0id& (or 'o$ c'i"nt"$ Bo0ot&no$ $" d"cidió in&u0ur&r nu"#o$ (unto$ uno d" "''o$ *u" "n "' C"ntró Int"rn&cion&'? "' cu&' r"(r"$"nto un nu"#o r"to? =& >u" &)& un& cr"ci"nt" d"5&nd& & '& or& d"' &'5u"ro? 'o >u" o'i0o & OMA & &5('i&r $u 5"n@ (&r& $u('ir "$t& n"c"$id&d. A 5"did& >u" uo &("rtur& d" 5$ (unto$? $" &5('i&ron 'o$ $"r#icio$ "n 'o$ cu&'"$ $" o*r"c" un& #&ri"d&d d" ('&to$ d" co5id& int"rn&cion&' & (r"cio$ co5("titi#o$? &dicion&'5"nt" "' conoci5i"nto >u" $" t"n)& $or" "' c&*/? io >u" $" ''"#&r& & d"$&rro''&r di*"r"nt"$ "id&$ d" c&*/ (&r& $&ti$*&c"r 'o$ 0u$to$ d" 'o$ c'i"nt"$.


P"gin# 3

ESCUELA COLOMBIANA DE INGENIERÍA FGPR E$t& ("r*"ct& co5in&ción "ntr" un u"n ('&to = "' c&*/ 199 Co'o5i&no? "$ (&rt" d" 'o >u" $" "ncontr&r "n c&d& uno d" 'o$ r"$t&ur&nt"$ O5& d" '& ciud&d. Lo$ c'i"nt"$ u$&n 'o$ $"r#icio$ d" nu"$tro$ c&*/$ = r"$t&ur&nt"$ d"("ndi"ndo d" '& n"c"$id&d >u" $" t"n0&n "n "' 5o5"nto? co5o $" & #"nido o$"r#&ndo? nu"$tro$ "$t&'"ci5i"nto$ ti"n"n 0r&n &*'u"nci& d" c'i"nt"$ >u" #i"n"n (or n"0ocio$? 0"nt" uni#"r$it&ri& >u" d"$"& (&$&r un r&to &0r&d&'" "n "' >u" (u"d& di$*rut&r d" un& u"n& con#"r$&ción &co5(&<&do d" un& "c"'"nt" "id& c&'i"nt". O5& o*r"c" di#"r$&$ "("ri"nci&$ d" $"r#icio ti"n" &rr&$ d" c&*/? c&*/ r"$t&ur&nt" = "5(&c&do$. En '&$ &rr&$ d" C&*/ (od"5o$ "ncontr&r (roducto$ co5o c&((uccino$? "(r"$o$? (roducto$ "$("ci&'"$ con 'icor? "id&$ *r)&$? "'&do$? (&$t"'"r)&? $ndic"$. E n "' r"$t&ur&nt" o*r"c"n c&*/$? d"$&=uno$? (o$tr"$? 5"n@ (rinci(&'? (ic&d&$? coct"'"$? c"r#"&$? #ino$ = 'icor"$? "id&$ co5o !u0o$ n&tur&'"$. H (or @'ti5o "n "5(&c&do$ o*r"c" 5uc)$i5& di#"r$id&d d" ti(o$ d" c&*/ (&r& todo$ 'o$ 0u$to$ d" 0r&no$ "nt"ro$ = 5o'ido = (roducto$ co5('"5"nt&rio$ co5o coco c&*/? &r">ui(" con c&*/? c&(uccino in$t&ntn"o = cr"5& no 'ct"&. Do$ (roducto$ &nd"r& $" co5"rci&'i&n "n $u$ &rr&$ d" c&*/; "' c&(uccino = "' c&*/ "(r"$$o. E$to$ &n $ido tr&dicion&'"$? ("ro t&5i/n &n t"nido &co5(&<&5i"nto$ d" otr&$ "id&$? =& >u" c&$i %9 &u" '&$ "(ort&cion"$ d" c&*/ >u" r"&'i&n '"$ d"!&n 5u= i"n (o$icion&do$ "n "' "t"rior. Ad"5$? '&$ *ór5u'&$ con '&$ >u" $" $ir#"n 'o$ c&*/$ "n 'o$ (unto$ d" #"nt& $on "$tr&t/0ic&$ = "$" "$? "n r"&'id&d? "' $"cr"to d"' /ito. O5& n&ció "n Co'o5i& &c" %1 &u" & 'o0r&do con$o'id&r un& r"d d" 5$ d" 12 r"$t&ur&nt"$ "n Bo0ot = &(roi5&d&5"nt" 1,9 B&rr&$ d" C&*/ "n todo "' (&)$. C"rc& d" 199 &rr&$ $" "ncu"ntr&n "n '& ciud&d c&(it&' = '&$ ,9 r"$t&nt"$ "$tn di$triuid&$ "n M"d"'')n? C&'i? i''&#ic"ncio? P"r"ir&? B&rr&n>ui''&? N"i#&? S&n Andr/$ = "n Fu$&0&$u0. L& "("ri"nci& = c&'id&d? >u" &n &d>uirido? 'o$ &c" (&rt" d" '& i$tori& c&*"t"r& d"' (&)$ = $" con#i"rt" "n '& &$" (&r& o*r"c"r & $u$ c'i"nt"$ un& #&ri"d&d d" r"c"t&$ d" '& &u"'&? >u" &co5(&<&n '& "t"n$& c&rt& d" "id&$ "n $u$ ti"nd&$ = r"$t&ur&nt"$.

.P)5'i,#2 C)(6)(#'iv#2 4-1 al'$e" S"r#icio S"ntido d" P"rt"n"nci& +on"$tid&d E$()ritu E5(r"nd"dor


P"gin# 4

ESCUELA COLOMBIANA DE INGENIERÍA FGPR R"$(on$&i'id&d Co'&or&ción R"$("to 6o'"r&nci& Auto"$ti5& Pu'critud

4-2 M"!n Con$o'id&rno$ co5o '& "5(r"$& ')d"r "n #"nt& d" c&*/$ = "id&$ "$("ci&'"$ & &$" d" c&*/? "n '& 5"nt" d"' con$u5idor con (roducto$ inno#&dor"$? "$t&ndo & '& #&n0u&rdi& "n '& r"0'&5"nt&ción d" "$tnd&r"$ int"rn&cion&'"$ d" c&'id&d? t"cno'ó0ico$? '"0&'"$ = "co'ó0ico$? rind&ndo un "c"'"nt" $"r#icio "n &5i"nt"$ &0r&d&'"$? "ntr"0&ndo un& "("ri"nci& di*"r"nt" &' con$u5idor $i"5(r" t"ni"ndo co5o "!" c"ntr&' "' co5(ro5i$o d" i"n"$t&r $oci&' = cuid&do d"' 5"dio &5i"nt".

4-3 "!n S&ti$*&c"r '&$ n"c"$id&d"$ d"' c'i"nt"? 5"di&nt" '& (roducción = co5"rci&'i&ción d" "id&$ & &$" d" c&*/? c&*/ "5(&c&do = (&$t"'"r)&? ("r*"ccion&ndo c&d& d)& 5$ '& c&'id&d tr&&!&ndo (or "' 5"!or&5i"nto continuo = ("r5&n"nt" d" '&$ ("r$on&$? 0r&ci&$ & '& d"dic&ción "n $u '&or $oci&' con '&$ *&5i'i&$ Co'o5i&n&$? 0"n"r&ndo co5(ro5i$o d" $u $"'"cto 0ru(o d" co'&or&dor"$? >ui"n"$ &(ort&n $u 5"!or "$*u"ro (&r& 5&nt"n"r "n &'to "' no5r" d" '& "5(r"$&? 'o$ (roc"$o$ int"rno$ = 'o$ #&'or"$ in$titucion&'"$.

4-3 M',el' De Re")'n"a.l,a, S'cal 

 

Po')tic& d" $o$t"nii'id&d = r"$(on$&i'id&d $oci&';  Producto$ d" &'t& c&'id&d? r"5un"r&ción !u$t&? (ro5o#"r "' d"$&rro''o = cr"ci5i"nto.  !u$to$ *r"nt" &' $&'&rio = "' ti"5(o d" tr&&!o.  S&ti$*&cción = co5(ro5i$o d" $u 0"nt" (&r& >u" "n "' *uturo $" r"*'"!" "n "' r"conoci5i"nto d" '& co5(&<)& "' 5"dio &5i"nt" = '&$ &ccion"$ $oci&'"$ >u" "5(r"nd"n. A(o=o & 5&dr"$ c&"& d" o0&r. Pro0r&5& d" r"$(on$&i'id&d $oci&' ALS OMA 7&ctu&' '"&' d" $"r#icio OMA:? u$c& '& "$("ci&'i&ción d" 'o$ co'&or&dor"$ (or 5"dio d" 5ódu'o$ d" c&(&cit&ción t"óric&(r&ctic&? $or" $"r#icio &' c'i"nt"? c"rti*ic&cion"$ d" co5("t"nci& '&or&'"$ SENA = otr&$ c"rti*ic&cion"$ & tr&#/$ d" di('o5&do$ = cur$o$ "n in$titucion"$ (ri#&d&$.


P"gin# 7


3.E2'(#'9gi,#2 D1 N1g),i)  

Pr"$t&r un "c"'"nt" $"r#icio? d"ntro d" 'o$ "$tnd&r"$ d" ó(ti5& c&'id&d? & (r"cio$ r&on&'"$. 'o$ (unto$ d" #"nt& $on "$tr&t/0ic&$ dond" $" (u"d& co5"rci&'i&r 5"!or "' (roducto. Por "!"5('o c"rc& d" o*icin&$? c"ntro$ co5"rci&'"$? uni#"r$id&d"$ " inc'u$o &' int"rior d" &'0un&$ "5(r"$&$ >u" '"$ ("r5it"n uic&r un& &rr& d" c&*/.



L& in*r&"$tructur& d" 'o$ "$t&'"ci5i"nto$ d" OMA "$ 5u= c'id& = d&n un& "c"'"nt" i5&0"n & c&d& uno d" 'o$ c'i"nt"$. Lo$ 'oc&'"$ $on 5od"rno$ = có5odo$ $on "$(&cio$ id"&'"$ (&r& '""r? &'&r = c"rr&r n"0ocio$.



OMA con

cu"nt&

co5(ut&dor"$ d" u'ti5& t"cno'o0)& co5o t&5i/n cu"nt& "n $u$ "$t&'"ci5i"nto$ con i*i? 5&>uin&ri& d" &'t& 0&5& un& co5('"t&? 5od"rn& = &ctu&'i&d& (0in& "n int"rn"t dond" rind& in*or5&ción & c"rc& d" c&d& uno d" $u$ (roducto$ =


P"gin# 8








  



$"r#icio$. Su$ "$(&cio$ "$tn 5u= i"n &5o'&do$ (&r& >u" "' c'i"nt" $" $i"nt& 5$ & 0u$to. A '& #" cu"nt& con ')n"&$ d" &t"nción &' c'i"nt" dond" "$" (u"d"n ("dir *ci'5"nt" 'o$ do5ici'io$ = d&r & conoc"r '&$ $u0"r"nci&$ >u" ti"n" "' c'i"nt". OMA &(o=& *ir5"5"nt" & 'o$ c&*"t"ro$ = & 'o$ cu'ti#&dor"$ or0nico$? =& o*r"c" c&*/ (ro#"ni"nt" d" tod&$ '&$ r"0ion"$ (roductor&$ d"' (&)$? "(ort& #&ri"d&d d" "$t" (roducto = r"c&'c& '& i5(ort&nci& d" 'o$ c&*"t"ro$ "n c&d& uno d" 'o$ (roc"$o$ co5"rci&'"$ d" '& "5(r"$&. L& c&'id&d d" c&d& un& d" '&$ ')n"&$ d" c&*/ $" "ncu"ntr& con un& 5od"rn& ('&nt& con ">ui(o$ d" to$tion &'t& "n dond" "' (roc"$o d" torr"t&cion $" r"&'i& d" *or5& &uto5&ti&d&. E' (roc"$o d" "5(&>u" = "5&'&!" "$ ri0uro$&5"nt" $u("r#i$&do (&r& o*r"c"r'" &' c'i"nt" un (roducto d" &'t& c&'id&d. En OMA $" u$c& JA'c&n&r "' 199 d" $&ti$*&cción "n nu"$tro$ c'i"nt"$K? (&r& "''o "i$t"n di#"r$o$ (unto$ = o(cion"$ d" $"r#icio co5o C&*/$ R"$t&ur&nt"$ = B&rr&$ d" C&*/. O*r"c" 'o$ 5"!or"$ (roducto$ con &'to$ "$tnd&r"$ d" c&'id&d? cont&5o$ con '& c"rti*ic&ción ISO. D&n $o'ución & '&$ n"c"$id&d"$ = d"5&nd&$ d"' c'i"nt". Cu5('"n con '&$ nor5&$ d" $&'urid&d " i0i"n" "$t&'"cid&$ "n "' 5&n"!o d" $u$ &'i5"nto$ = "$to $" o$"r#& &' t"n"r '& (o$ii'id&d d" #"r co5o $" "'&or& "' (roducto. Pr"t"nd" 0"n"r&r un &5i"nt" tr&n>ui'o = &co0"dor &ci"ndo >u" "' c'i"nt" $" $i"nt& co5o "n $u c&$&.

4.E2'(+,'+(# O(g#ni;#,i)n# 

O5& cu"nt& con un& "$tructur& or0&ni&cion&' di#idid& $"0@n;  Funcion"$  C&(&cid&d"$  E("ri"nci& L&$ di#i$ori&$ $" cr"&n con "' *in d" 0"n"r&r ')n"&$ d" r"$(on$&i'id&d = &utorid&d Ad5ini$tr&dor  C&!"ro  M"$"ro L& "5(r"$& cu"nt& con d"(&rt&5"nt&'i&ción "n '&$ di*"r"nt"$ r"&$. ic"(r"$id"nci& co5"rci&'; conti"n" cu&tro r"&$ >u" tr&&!&n coordin&d& = con!unt&5"nt". ic"(r"$id"nci& d" 6o$c&*"; conti"n" cu&tro r"&$ >u" tr&&!&n ind"("ndi"nt"5"nt" (&r& cu5('ir $u *unción (rinci(&' >u" "$ #"nd"r c&*/ "n 'o$ di*"r"nt"$ $"ctor"$. 

  


P"gin# :


7.M1(,#*)

D"ntro d" '& 5&rc&d& co5("t"nci& d" O5& $" "ncu"ntr&; u&n &'d"? Dunin Donn&$? St&ruc$? Don P"dro? M&c&d"5i&. E$t&$ ti"nd&$ o*r"c"n $"r#icio$ d" C&*" Gour5"t? P&$t"'"ri&? r"$t&ur&nt" = di*"r"nt"$ "id&$. u&n &'d" "$ '& co5("t"nci& 5$ *u"rt" (u"$ "$t& ti"nd& d" c&*/ $" c&r&ct"ri& (or t"n"r un& ')n"& d" ro(& = di*"r"nt"$ (roducto$


P"gin# $<

ESCUELA COLOMBIANA DE INGENIERÍA FGPR con 0r&n d"5&nd& "n "' 5"rc&do? 'o >u" di$5inu=" d" 5&n"r& $i0ni*ic&ti#& "' #&'or d" 'o$ $"r#icio$. E' o!"ti#o "$ 5o$tr&r >u" 'o 5$ $"'"cto d"' c&*/ d" Co'o5i& 'o (u"d"n to5&r todo$ 'o$ co'o5i&no$ =& >u" O5& "$ un c&*/ $u("rior & un (r"cio $i5i'&r. D"("ndi"ndo d" '& ciud&d = '& uic&ción d"ntro d" /$t&? $" 5&n"!&n ni#"'"$ d" (r"cio$ di*"r"nci&do$ con "' *in d" >u" di$tinto$ $"05"nto$ d" '& (o'&ción (u"d&n t"n"r &cc"$o & $u$ (roducto$ = $"r#icio$. H& >u" d"$d" $u *und&ción '& "5(r"$& $" & "5("<&do "n d"$&rro''&r = (ro5o#"r '& cu'tur& d"' c&*/ "n "' (&)$? (or "nd"? Jcon dic& tctic& u$c&5o$ $&'ir d" 'o$ $"ctor"$ 5$ "c'u$i#o$ " incur$ion&r "n otro$ un (oco 5$ (o(u'&r"$ = "''o i5('ic& t"n"r con$id"r&cion"$ d" (r"cio. Sin "5&r0o? "$ i5(ort&nt" &c'&r&r >u" dic& #&ri&ción no &*"ct& '& c&ntid&d ni c&'id&d d" 'o$ (roducto$K dic" "' 0"r"nt". I0u&'5"nt"? d"$t&c& >u" '& (rinci(&' di*"r"nci& d" O5& *r"nt" & $u$ co5("tidor"$ "$ >u" &@n con$"r#& un& (roducción (ro(i&? &rt"$&n&' = no indu$tri&'? 'o >u" ("r5it" o*r"c"r & $u$ c'i"nt"$ #&ri&d&$ o(cion"$ d" &'i5"nto$ = "id&$ *r"$co$ = n&tur&'"$ & todo$ 'o$ (unto$ d"' (&)$. E' ("r*i' d"' con$u5idor d" O5& "$ '& c&r&ct"r)$tic& >u" ti"n"n 'o$ con$u5idor"$ d" un& &rr& c&*/. Co5o "i$t"n di*"r"nt"$ ti(o$ &rr&$? t&5i/n "i$t"n di*"r"nt"$ ti(o$ d" con$u5idor"$ $" c&r&ct"ri&n (rinci(&'5"nt" (or $"r ("r$on&$ 5&=or"$ d" 14 &u" '"$ 0u$t& &c"r $on '""r? ir & cin" = "$t&r con &5i0o$. I0u&'5"nt"? $on c'i"nt"$ con un& *r"cu"nci& d" 1 & 2 #"c"$ & '& $"5&n& &$t& todo$ 'o$ d)&$? (u"$ &$i$t"n & '&$ &rr&$ d" c&*/ >u" "$t/n 5$ c"rc& d" $u$ $itio$ &itu&'"$.

O(cion"$ d" con$u5o (r"*"rid&$ "n 'o$ (unto$ d" #"nt& d" O5&


P"gin# $$


E' (r"$id"nt" d" C&*/ OMA? Ric&rdo O$(in& &*ir5ó >u" "n 2912 '& co5(&<)& &'c&nó #"nt&$ c"rc&n&$ & 'o$ 41 5i' 5i''on"$ d" ("$o$ = >u" (&r& "' 2913 "$& ci*r& &u5"nt" un 19. Adicion&'5"nt" &*ir5ó >u" '& co5(&<)& 0"n"r& un tot&' d" 1.3, "5('"o$ d" 'o$ cu&'"$  $on 5u!"r"$ c&"& d" *&5i'i&.

8.P#n1#,i-n E2'(#'9gi,# -1 Pe"#a A continu&ción $" (r"$"nt&r& un &n'i$i$ d" &5"n&&$ = o(ortunid&d"$ >u" (o$t"rior5"nt" contriuirn &' &n'i$i$ Do*& = & ('&nt"&r 'o$ o!"ti#o$ "$tr&t/0ico$. 8.1.1 Político





S" "$tn otor0&ndo d"$d" *"r"ro d"' &u" $" &cordó "n "' PIC? >u" "$ '& Prot"cción &' In0r"$o C&*"t"ro? >u" con "' (r"cio "t"rno >u" t"n"5o$ "n "$t" 5o5"nto "$ d"' ord"n d" 1%, 5i' ("$o$ '& c&r0&? o $"& >u" o=? ("$o$ 5$ ("$o$ 5"no$? 'o$ c&*"t"ro$ "$tn r"cii"ndo -4, 5i' ("$o$ (or c&r0&. E$o "$ un #o'u5"n 5u=? 5u= i5(ort&nt" d" in0r"$o$K &5o$ & *&ci'it&r 5"c&ni$5o$ (&r& >u" "' c&*icu'tor *or5&'ic" $u $itu&ción '&or&' co5o tr&&!&dor d" $u (ro(i& *inc&? = "ntr" &$) &' $i$t"5& contriuti#o d" $"0urid&d


P"gin#

%$ ESCUELA COLOMBIANA DE INGENIERÍA FGPR $oci&'. Son c"rc& d" 399 5i' (roductor"$ 'o$ >u" (odrn incor(or&r$" & "$t& $o'ución? "('icó "' (r"$id"nt" u&n M&nu"' S&nto$ dur&nt" '& con5"5or&ción d" 'o$ ,9 &u" &cu"rdo $" u$c&r "' r"torno d" 29.999 *&5i'i&$ d"$('&&d&$ (&r& >u" cu'ti#"n -9.999 "ctr"&$ d" c&*/. P&r& 'o0r&r "$t& 5"t&? "n "n"*icio d" 'o$ ci"nto$ d" 5i'"$ d" *&5i'i&$ c&*"t"r&$? "' M&nd&t&rio indicó >u" $" &n conc"rt&do '&$ (riorid&d"$ d" 'o >u" $"r '& (o')tic& c&*"t"r& (&r& "' >uin>u"nio 2919  291,? con 'o$ $"i$ o!"ti#o$ >u" cont"5('& "' Acu"rdo (&r& '& Pro$("rid&d C&*"t"r&? cu=& *in&'id&d "$ &$"0ur&r un $"ctor c&*"t"ro (ró$("ro? con tr&&!o = $in (or"&. 

E' "*" d" E$t&do in$t&'ó "' Co5it/ N&cion&' d" C&*"t"ro$? un "co $in (r"c"d"nt"$? tod& #" >u" nunc& &nt"$ nin0@n 5&nd&t&rio &)& in$t&'&do "$t" co5it/.

8.1.2 Económico

  





L& (roducción d" c&*/ r"(r"$"nt& un 1- d"' PIB &0r)co'& n&cion&'. OMA ti"n" un& 0r&n (&rtici(&ción "n "' 5"rc&do d" C&*/ Lo$ (r"cio$ $on #&ri&'"$ (u"$ "' #&'or d"' c&*/ d"("nd" d" '&$ "(ort&cion"$ >u" &0& "' (&)$ = d"' (r"cio d"' dó'&r. O5& tr&t& d" t"n"r (r"cio$ "ntr" un r&n0o "$t&'" (u"$ un& d" $u$ (o')tic&$ "$ d" t"n"r (r"cio$ &!o$ = o*r"c"r (roducto$ d" 5u= u"n& c&'id&d d" 5&n"r& >u" (u"d& con$id"r&r$" co5o un& #"nt&!& *r"nt" & otr&$ ti"nd&$ d" c&*/. En "' 5o5"nto OMA $" "ncu"ntr& "n "(&n$ión & ni#"' int"rn&cion&' (u"$ &or& $o'o $" "ncu"ntr& "n "' (&)$ "n cu"nto & 'oc&'"$ (u"$ "(ort& $u$ ')n"&$ d" c&*/ &' "t"rior. E$ un& 5&rc& (o$icion&d& con (roducto$ "n todo$ 'o$ &'5&c"n"$ d" c&d"n&? ti"n" (r"$"nci& "n 5$ d" 1,9 (unto$ d" #"nt& "n "' (&)$? ''"0& & todo$ 'o$ "$tr&to$ = ti"n" (roducto$ (&r& todo$ 'o$ 0u$to$.

8.1.3 Social



L& "$tr&t"0i& d" O5& "n "' 5ito $oci&' "$ o*r"c"r 0r&n #&ri"d&d d" c&*/$ ti(o "(ort&ción & un (r"cio &$">ui'" = d" "$t& *or5& cr"&r un& cu'tur& d" con$u5o 5$ $"'"cti#o = d" "$t& 5&n"r& cr"&r un (&'&d&r ">ui$ito & '& #&ri"d&d d" c&*/$ 0our5"t.  L&$ "$ti5&cion"$ 5$ r"ci"nt"$ indic&n >u" '& (roducción "n 291%8291, "$t&r)& (rói5& & 'o$ 1%- 5i''on"$ d" $&co$? incr"5"ntndo$" un 1?, &nu&'. E$t" (ronó$tico con$id"r& un& 5"nor (roducción d" 0r&no r&$i'"ro 7%- 5i''on"$ d" $&co$:? & ("$&r d" >u" "' (&)$ &*ront&r "' (ico d" $u cic'o i"n&'. S" "$("r& >u"


P"gin# $&

ESCUELA COLOMBIANA DE INGENIERÍA FGPR "$t& c&)d& $"& co5("n$&d& con un& 5&=or (roducción "n Co'o5i& 713 5i''on"$ d" $&co$:? C"ntro&5/ric& 71 5i''on"$ d" $&co$: = i"tn&5 739 5i''on"$ d" $&co$:. E' con$u5o "n 291%8291, "$t&r)& cr"ci"ndo un 2?2 &nu&'? con 'o >u" $" uic&r)& &'r"d"dor d" 'o$ 1%4?, 5i''on"$ d" $&co$? 5&nt"ni/ndo$" "n ni#"'"$ r/cord. A$)? 'o$ in#"nt&rio$ 5undi&'"$ continu&r)&n d"$c"ndi"ndo? 'o cu&' d&r)& $u$t"nto & >u" "n 291, $" di"r&n (r"cio$ $i5i'&r"$ & 'o$ o$"r#&do$ dur&nt" 291%. D" "$t& *or5&? 'o$ $u&#"$ $" 5&nt"ndr)&n con ci"rt& #o'&ti'id&d? ("ro "n ni#"'"$ J&c"(t&'"$K "n "' r&n0o US1? dó'&r"$8'ir& = US2?2 dó'&r"$8'ir&.



E' cu'ti#o d"' c&*/ "$ '& 5&=or *u"nt" d" "5('"o "n '& on& rur&' d"' (&)$. 6odo$ 'o$ d)&$? 5$ d" ,99.999 &0ricu'tor"$ d"dic&do$ &' cu'ti#o d" c&*/ "n Co'o5i& cu5('"n un& tr&dición *&5i'i&r tr&n$5itid& d" 0"n"r&ción "n 0"n"r&ción. Por 'o t&nto 'o$ r"ci"nt"$ d"$cont"nto$ "n "' 0r"5io c&*"t"ro >u" &n t"r5in&do "n (&ro (odr)&n $"r un (ro'"5& (&r& '& co5(&<)&.



S" (u"d" d"cir >u" OMA rind& & $u$ tr&&!&dor"$ todo$ 'o$ "n"*icio$ >u" o*r"c" "' 0oi"rno? $on !u$to$ *r"nt" &' $&'&rio = "' ti"5(o d" tr&&!o o*r"c" c&(&cit&ción & $u$ "5('"&do$ = di#"r$o$ "n"*icio$ di*"r"nt"$ & 'o$ "$ti(u'&do$ (or '"= = no ti"n" co5("t"nci& d"$'"&'.

8.1.4 Tecnológico



L& c&'id&d d" c&d& un& d" '&$ ')n"&$ d" c&*/ $" "ncu"ntr& con un& 5od"rn& ('&nt& con ">ui(o$ d" to$tion &'t& "n dond" "' (roc"$o d" torr"t&cion $" r"&'i& d" *or5& &uto5&ti&d&.



OMA cu"nt& con co5(ut&dor"$ d" @'ti5& t"cno'o0)& co5o t&5i/n cu"nt& "n $u$ "$t&'"ci5i"nto$ con i*i? 5&>uin&ri& d" &'t& 0&5& un& co5('"t&? 5od"rn& = &ctu&'i&d& (0in& "n int"rn"t dond" rind& in*or5&ción &c"rc& d" c&d& uno d" $u$ (roducto$ = $"r#icio$. Su$ "$(&cio$ "$tn 5u= i"n &5o'&do$ (&r& >u" "' c'i"nt" $" $i"nt& 5$ & 0u$to. A '& #" cu"nt& con ')n"&$ d" &t"nción &' c'i"nt" dond" "$" (u"d"n ("dir *ci'5"nt" 'o$ do5ici'io$ = d&r & conoc"r '&$ $u0"r"nci&$ >u" ti"n" "' c'i"nt".

8.1.5 Ambiental



E' c&*/ $" cu'ti#& "n &'0uno$ d" 'o$ 'u0&r"$ 5$ rico$ "n iodi#"r$id&d = "n 'o$ "co$i$t"5&$ 5$ &5"n&&do$ "n "' 5undo.



E' &u5"nto d" '& conci"nci& &5i"nt&' "n Co'o5i& & co5"n&do & conci"nti&r & '&$ "5(r"$&$ & t"n"r un n"0ocio 5$ "co'ó0ico.


P"gin# $




Omaesunaempr esacompr omet i daconl apr eser vaci óndelmedi oambi ent e,el manej oadec uadodel osr es i duos ,l as os t eni bi l i dadpr es ent eensupr oduc c i ónyel u s od ee nv a s esami g ab l e sc one la mb i e nt e ,y aqu ee sf u nd ame nt a lp ar al o gr a ru n bal anc eent r ec r ec i mi ent oyus os os t eni bl edel osr ec ur s os .



E' cu'ti#o $o$t"ni'" d" c&*/ & 0&n&do i5(ort&nci& 0'o&' =& >u" $i"ndo un (roducto d" i5(ort&nci& 5undi&' 5$ d" 2, 5i''on"$ d" &0ricu'tor"$ 'o (roduc"n? t"n"r conci"nci& d" "''o (u"d" t"n"r "n"*icio$ &5i"nt&'"$ d" c&rct"r 5undi&'.

-2 D'a 8.2.1 ortale!as

1. 2. 3. %. ,.

E' (orc"nt&!" d" (&rtici(&ción d" '& co5(&<)& "n Co'o5i& "$ 5&=or &' 21.. O5& "$t Li0&do & '& cu'tur& Co'o5i&n& Producto$ d" "c"'"nt" c&'id&d = $&or. O5& cu"nt& o= con 1,9 (unto$ d" #"nt& "n tod& Co'o5i&. Lo$ (unto$ d" #"nt& $on "$tr&t/0ico$ dond" $" (u"d& co5"rci&'i&r 5"!or "' (roducto. -. L& in*r&"$tructur& d" 'o$ "$t&'"ci5i"nto$ d" OMA "$ 5u= c'id& = d&n un& "c"'"nt" i5&0"n. . Lo$ "$t&'"ci5i"nto$ d" O5& cu"nt&n con i*i. . O5& &(o=& *ir5"5"nt" & 'o$ c&*"t"ro$ = & 'o$ cu'ti#&dor"$ or0nico$. 4. L& c&'id&d d" c&d& un& d" '&$ ')n"&$ d" c&*/ $" "ncu"ntr& con un& 5od"rn& ('&nt& con ">ui(o$ d" to$tion &'t& "n dond" "' (roc"$o d" torr"t&cion $" r"&'i& d" *or5& &uto5&ti&d&. 19. L& co5(&<)& 0"n"r& un tot&' d" 1.3, "5('"o$ d" 'o$ cu&'"$  $on 5u!"r"$ c&"& d" *&5i'i&. 11. O5& "t"ndió $u$ ti"nd&$ "n '& 0"o0r&*)& n&cion&' d"ntro d" '&$ ciud&d"$ >u" ti"n"n "' (ri#i'"0io d" cont&r con un O5& "$tn C&'i? M"d"'')n? P"r"ir&? B&rr&n>ui''&? C&rt&0"n&? i''&#ic"ncio = Fu$&0&$u0. 12. L)n"& E(ort&ción? *u" $"'"ccion&do (or di$triuidor"$ "$t&dounid"n$"$ (&r& co5"rci&'i&r'o$ "n 'o$ 5"rc&do$ d" N" "r$"=? Cic&0o? At'&nt& = Mi&5i. 13. O5& o*r"c" "' c&(ucino 5"!or (r"$"nt&do. 1%. Su to$t&dor& &c" 5&rc& (ro(i&$ (&r& "' /ito = &'o$to "ntr" otro$ &'5&c"n"$ d" c&d"n&. 1,. Expor t as u sp r od uc t o saEE. UU. ,Ca na dá ,Mé xi c o,Chi l e ,e nt r eo t r o sp aí s esdel a r egi ón.


P"gin# $3

ESCUELA COLOMBIANA DE INGENIERÍA FGPR 8.2.2 "ebili#a#es

1. L&$ ti"nd&$ d" OMA $on 5u= (">u"<&$. 2. A co5(&r&ción con $u$ co5("tidor"$ >u" ti"n"n *i0ur&$ r"conocid&$? OMA no ti"n" (ro(&0&nd& o *i0ur&$ d" &'t& r"cord&ción. Lo$ co5("tidor"$ &#"nt&!&n "n (o$icion&5i"nto d" '& 5&rc&. 3. Li5it&d& #&ri"d&d d" (roducto$. %. Producto$ co5(&r&ti#&5"nt" 5$ co$to$o$ >u" 'o$ d" otro$ co5("tidor"$ 8.2.3 $port%ni#a#es

1. 2. 3. %.

"' con$u5o "n t&&$ d" c&*/ cr"ció "' 1?, "n "' (&)$. Cu'tur&'5"nt" &= un u"n con$u5o d" "$t" (roducto. 'o$ tr"$ (unto$ d" #"nt& 5$ (o(u'&r"$ "n '& 43 7St&ruc$? u&n &'d" = O5&: E' (orc"nt&!" d" (&rtici(&ción "n '& ciud&d d" M"d"'')n & cr"cido 1.3 r"$("cti#&5"nt" ,. En "' "$tudio d" t"nd"nci&$ (u'ic&do "n 2911? $" "#id"nci& >u" '& c&t"0or)& d" c&*/ "n 0"n"r&' $i0u" cr"ci"ndo? = "' $"05"nto d" c&*/ "$("ci&' o 0our5"t contin@& "#o'ucion&ndo con$t&nt"5"nt" co5o r"$(u"$t& &' c&5io d" '&$ "("ct&ti#&$ = (r"*"r"nci&$ d" 'o$ con$u5idor"$. -. L& (o$ii'id&d d" "(ort&r un c&*/ r"conocido d" &'t& c&'id&d (or $&or = &ro5&. . E' cu'ti#o $o$t"ni'" d" c&*/ & 0&n&do i5(ort&nci& 0'o&' =& >u" $i"ndo un (roducto d" i5(ort&nci& 5undi&' 5$ d" 2, 5i''on"$ d" &0ricu'tor"$ 'o (roduc"n? t"n"r conci"nci& d" "''o (u"d" t"n"r "n"*icio$ &5i"nt&'"$ d" c&rct"r 5undi&'. 8.2.4 Amena!as

1. 2. 3. %. ,.

E' cr"ci5i"nto? "' (od"r "conó5ico = '& c&'id&d d" '& co5("t"nci&. u&n &'d" ti"n" "' c&(ucino 5$ &r&to. St&ruc$ o*r"c" "' c&(ucino 5$ 0r&nd". 'o$ tr"$ (unto$ d" #"nt& 5$ (o(u'&r"$ "n '& 43 7St&ruc$? u&n &'d" = O5&: E' 0r"5io c&*"t"ro $i"nt" d"$cont"nto (or "' (r"cio d" $u (roducto.

8.2.5 &atri! "o'a


P"gin# $4



P"gin# $7


-3 La" 5 6e$7a" ,e P'$#e$ A continu&ción? '& "$c&'& (&r& '& c'&$i*ic&ción d" c&d& *u"r& "$ d" 1 & 19. 1.3.1

Amena!a #e n%e(os competi#ores )8*10+

 L& "t"n$ión d"' $"ctor no "$ 5u= 0r&nd" =& >u" $" r">ui"r" d" in#"r$ion"$ 5u= 0r&nd"$ (&r& co5("tir con co"rtur&? $"r#icio = c&'id&d? $o'o "5(r"$&$ con 0r&nd"$ c&ntid&d"$ d" din"ro (odr)&n in#"rtir "n "$t" ti(o d" $"r#icio$ ("ro &nt"$ d""n con$"0uir '& 5&t"ri& (ri5& (&r& (od"r o*r"c"r "' (roducto = "$o no "$ 5u= $"nci''o.  A ni#"' n&cion&' $" ti"n" >u" un& nu"#& co5(&<)& n"c"$it&r)& d" un& in#"r$ión *in&nci"r& 0r&nd" (&r& co5("tir con '&$ "i$t"nt"$. E' "co d" &rir t&nto & ni#"' n&cion&' co5o int"rn&cion&' un& ti"nd& d" c&*/? r">ui"r" un co$t" &'to d&do (or &rr"nd&5i"nto$ "n '&$ di*"r"nt"$ ciud&d"$? t&'"nto u5&no c&(&cit&do (&r& cu5('ir 'o$ o!"ti#o$ d" '& "5(r"$&? ">ui(o$ t"cno'ó0ico$ = 'o0)$tico$? in#"r$ión &' c&(it&' = '& &d5ini$tr&ción inici&' d" '& "5(r"$&? co$to$ '"0i$'&ti#o$ &' 5o5"nto d" &rir '& or0&ni&ción = "n 'u0&r"$ dond" $" (u"d& co5("tir con 'o$ =& "i$t"nt"$.  +&c" &("n&$ uno$ 5"$"$ P&n P&Q H& $"''ó un &cu"rdo co5"rci&' (&r& di$triuir "n $u r"d d" 34 (unto$ '& 5&rc& d" c&*/ co'o5i&no A5or P"r*"cto.  E' 5od"'o d" "$(&cio$ có5odo$ = &5i"nt"$ &co0"dor"$ dond" $" con$u5" (rinci(&'5"nt" c&*/ "n tod&$ $u$ #&ri"d&d"$ $" &n (o(u'&ri&do "n 'o$ @'ti5o$ &u" "$t" ti(o d" n"0ocio $" & to5&do #&rio$ $"ctor"$? (rinci(&'5"nt" d" '& c&(it&' d"' (&)$. L& *ir5& >u" n&ció "n 141 "n '& ciud&d d" S"&tt'" = >u" $" in$(iró "n '& no#"'& Mo= Dic "ntro & co5("tir "n un 5"rc&do >u" $" & di#"r$i*ic&do con '& (&rtici(&ción d" nu"#o$ &ctor"$.  L& t&$& d" cr"ci5i"nto d" 'o$ con$u5idor"$ d" (roducto$ d"ri#&do$ d"' c&*/ no cr"c" $i0ni*ic&ti#&5"nt" "n '& indu$tri& Co'o5i&n&? &d"5$ d"' cr"ci5i"nto d" or0&ni&cion"$ 'oc&'"$ >u" &c"n 5"no$ &tr&cti#o "' 5"rc&do.

1.3.2





Amena!a #e s%stit%tos )8*10+

E' co$to d" 'o$ di*"r"nt"$ (roducto$ "$ "'"#&do "n r"'&ción & otro$ (roducto$ co5o; t/? 0&$"o$&$? "id&$ c&'i"nt"$? "id&$ &'coó'ic&$? di*"r"nt"$ (roducto$ n&tur&'"$ '& "(&n$ión "n "' 5"rc&do d" 5@'ti('"$ (roducto$ "n"r0i&nt"$ 7"id&$? (o'#o$? "tc.:. S" (r"$"nt& (oc& (u'icid&d "n co5(&r&ción con 'o$ otro$ (o$i'"$ $u$tituto$ =& 5"ncion&do$ d"' c&*/.


P"gin# $8

ESCUELA COLOMBIANA DE INGENIERÍA FGPR 



A ("$&r d" t"n"r &'to$ "$tnd&r"$ d" c&'id&d = d" t"n"r un &#&nc" "nor5" "n '& "duc&ción d"' (&'&d&r r"$("cto &' c&*/ tod&#)& un 0r&n $"ctor d" '& (o'&ción "n "$("ci&' d" "$tr&to$ &!o$ tod&#)& no (u"d"n &cc"d"r & "$to$ $"r#icio$ (or $u$ &'to$ (r"cio$ = *&'t& d" conoci5i"nto $or" c&*/. E' &u5"nto d" '& di*"r"nt" in*or5&ción &'r"d"dor d"' c&*/ >u" $" &n d"$&rro''&do con '& in#"$ti0&ción? co5o (or "!"5('o; "' "*"cto d"' c&*/ $or" "' cu"r(o =& >u" (u"d" $"r noci#o = &dicti#o? t&5i/n &*"ct& '& $&'ud d"nt&' d" 'o$ con$u5idor"$? &d"5$ d" '& 0"n"r&ción d" "n*"r5"d&d"$ 7t&>uic&rdi&? tr&$torno$ d" $u"
1.3.3



  -

-

E' (od"r d" n"0oci&ción con 'o$ co5(r&dor"$ "$ &'to co5o "5o$ 5"ncion&do O5& ti"n" ('&nt& d" (roducción "5(&c&dor& co5o d" (&$t"'"r)& (or t"n"r ('&nt& "5(&c&dor& = cr"&r $u$ (ro(io$ (roducto$ (u"d" co5("tir con (r"cio$ = n"0oci&r con $u$ co5(r&dor"$ (or "$o "$ >u" d"("ndi"ndo d"' 'u0&r o $"ctor 5&n"!&n di*"r"nt"$ (r"cio$ $in di$5inuir '& c&'id&d. E' c'i"nt" no o$"r#&r& 0r&n di*"r"nci& con '&$ otr&$ or0&ni&cion"$ 7&'&ndo & "$c&'& d" 6i"nd&$ d" C&*/ (o$icion&do:. E' n@5"ro d" c'i"nt"$ "$ i5(ort&nt". 7c'i"nt"$ d"5&nd&ndo c&'id&d d" (roducto$: S" cu5('" con 0r&nd"$ "$tnd&r"$ d" c&'id&d = $"r#icio ("ro $" '& *&'t& d" (u'icid&d (&r& d&r & conoc"r "' (roducto no ("r5it" &tr&"r & nu"#o$ c'i"nt"$ "n di#"r$o$ (unto$ d"' (&)$. Su to$t&dor& d"" #"nd"r 5$ "n ti"nd&$ un c&*/ 5$ co5@n = "conó5ico >u" "$ "' >u" con$u5"n '& 5&=or)& d" 'o$ co'o5i&no$ "n $u c&n&$t& *&5i'i&r. A ("$&r d" t"n"r c&(&cid&d d" n"0oci&ción "n (r"cio$ con 'o$ co5(r&dor"$ $i0u"n $i"ndo 5u= "'"#&do$ (&r& un& 0r&n (&rt" d" '& (o'&ción.

1.3.4



Po#er negociación compra#ores ),*10+

i(ali#a# entre competi#ores ),*10+

En '& ')n"& >u" "5o$ #"nido tr&&!&ndo $o'o "' 1, d" 'o$ co'o5i&no$ $" to5& un u"n c&*/ *u"r& d" '& c&$&? &d"5$ $" & #"nido d"$&rro''&ndo un (ro0r&5& n&cion&' dond" (ro5u"#" '& to5& d" c&*/ = dond" $" "ncu"ntr& 1,99 (unto$ &utori&do$ (&r& to5&r c&*/? n&tur&'5"nt" $in cont&r 'o$ 'oc&'"$ d" &rrio = 5icro"5(r"$&$. An&'i$t&$ d"' 5"rc&do cr""n >u" "' (&)$ "$t #i#i"ndo un& &ut/ntic& r"#o'ución d"' c&*/. S"0@n "' c"n$o d" In*oco5"rcio? "n Co'o5i& &= c"rc& d" 19.499 "$t&'"ci5i"nto$ d"dic&do$ & '& #"nt& d" c&*/? "ntr" 'o$ >u" $" "ncu"ntr&n? no $o'o 'o$ $itio$ "$("ci&'i&do$? $ino '&$ c&*"t"r)&$ d" &rrio. E$


P"gin# $:

ESCUELA COLOMBIANA DE INGENIERÍA FGPR d"cir? >u" "n 5"no$ d" un& d/c&d& "$to$ "$t&'"ci5i"nto$ $" tri('ic&ron. A continu&ción ('&$5&5o$ d" "$t" 1, d" co'o5i&no$ = d" '&$ 1,99 "5(r"$&$ #incu'&d&$. A' "$tudio 5"ncion&do. ORGANIACITN

N 6IENDAS

u&n #&'d" O5& C&*/

1 1-9 1- 2, 1, 2 1

Du nk i n ’ Do nu t s

Gu&'i'o C&*/ Vuindio St&ruc$ N"$(r"$$o7$ui&: C&*/ B'&c N"$c&*/ Otro$

Di$("n$&dor"$ Co'o5i& 7999:? di$triuidor&$ "n c&*"t"r)&$? C"ntro$ co5"rci&'"$? "tcW

PAR6ICIPACION EN EL MERCADO 7c&*/: 2, 1 1 2?, 1?3 9?, 9?3 %9

8.3.5. Po#er #e negociación #e los pro(ee#ores/ ),*10+



E$t" $"ctor (u"d" no $"r 5u= &tr&cti#o (or "' "co d" >u" 'o$ c&*"t"ro$ "$tn &0ru(&do$ (or un 0r"5io "' cu&' "$ *u"rt" = d" 0r&n in*'u"nci& d" '& "cono5)& "n Co'o5i& d"ido & '& c&'id&d = d"5&nd& d"' (roducto "n "' "t"rior.  L& #"nt&!& d" O5& "$ >u" d"ido & $u /tic& = r"$(on$&i'id&d $oci&' (rocur& t"n"r un& r"'&ción !u$t& con $u$ (ro#""dor"$ dond" "' oti"n" $u (roducto d" c&'id&d d"' c&5("$ino = "' cu5('" un&$ nor5&$ "$ti(u'&d&$ ("ro r"ci" un u"n (&0o !u$to (or $u (roducto.  Ad"5$ d" 'o$ (&0o$ $" (r"ocu(&n (or "' i"n"$t&r = "' cr"ci5i"nto d" $u$ (ro#""dor"$ rind&ndo r"$(&'do = coo("r&ción "n 'o$ t"5&$ r">u"rido$.


P"gin# %<



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:. Uni=,#,i-n *1 E2'(#'1gi#2 6"ni"ndo "n cu"nt& &5o$ &n'i$i$ r"&'i&do$ $" (u"d"n id"nti*ic&r '&$ $i0ui"nt"$ "$tr&t"0i&$; 1. A(ro#"c&r "' &5('io (orc"nt&!" d" (&rtici(&ción "n "' 5"rc&do (&r& &du"<&r$" d" '& cr"ci"nt" d"5&nd& d" c&*/ = c&*/ Pr"5iu5 >u" $" "("ri5"nt& &ctu&'5"nt" 2. Por 5"dio d"' "5('"o d" cu'ti#o$ $o$t"ni'"$ &u5"nt&r '& c&(&cid&d d" (roducción "n 5ir&$ & un 5"rc&do "t"rno >u" '& co5(&<)& =& (o$""? 0r&ci&$ & "$to $" (odr)&n r"ducir co$to$ = &(ro#"c&r 5$ "' r"cur$o di$(oni'". 3. Pro5ocion&r 'o$ c&*/$ d" O5& co5o un $itio d" "ncu"ntro (&r& conc'uir n"0ocio$? di$*rut&r d" '& co5(&<)& d" 'o$ &5i0o$ o (&$&r 'o$ r&to$ d" ocio "n un rincón "$tr&t/0ico co5o 'o "$ '& 43 dond" &$i$t"n con$u5idor"$ (ot"nci&'"$ d"' (roducto.


:. Uni=,#,i-n *1 E2'(#'1gi#2 6"ni"ndo "n cu"nt& &5o$ &n'i$i$ r"&'i&do$ $" (u"d"n id"nti*ic&r '&$ $i0ui"nt"$ "$tr&t"0i&$; 1. A(ro#"c&r "' &5('io (orc"nt&!" d" (&rtici(&ción "n "' 5"rc&do (&r& &du"<&r$" d" '& cr"ci"nt" d"5&nd& d" c&*/ = c&*/ Pr"5iu5 >u" $" "("ri5"nt& &ctu&'5"nt" 2. Por 5"dio d"' "5('"o d" cu'ti#o$ $o$t"ni'"$ &u5"nt&r '& c&(&cid&d d" (roducción "n 5ir&$ & un 5"rc&do "t"rno >u" '& co5(&<)& =& (o$""? 0r&ci&$ & "$to $" (odr)&n r"ducir co$to$ = &(ro#"c&r 5$ "' r"cur$o di$(oni'". 3. Pro5ocion&r 'o$ c&*/$ d" O5& co5o un $itio d" "ncu"ntro (&r& conc'uir n"0ocio$? di$*rut&r d" '& co5(&<)& d" 'o$ &5i0o$ o (&$&r 'o$ r&to$ d" ocio "n un rincón "$tr&t/0ico co5o 'o "$ '& 43 dond" &$i$t"n con$u5idor"$ (ot"nci&'"$ d"' (roducto.

%. P&r&'"'&5"nt" & '& ')n"& &itu&' d" &'t& c&'id&d $" (u"d" 5&n"!&r un& ')n"& "conó5ic& (&r& &tr&"r &' Co'o5i&no >u" con$u5" d"ntro d" $u c&n&$t& *&5i'i&r un c&*/ 5$ "conó5ico &(ro#"c&ndo &$) '& t"cno'o0)& d" '& 5&>uin& to$t&dor& &' 5i5o = (&r& #&rio$ *in"$. ,. Continu&r J"duc&ndoK & 'o$ co'o5i&no$ o*r"ci"ndo un (roducto d" c&'id&d & (r"cio$ &!o$ =& >u" ("$&r d" t"n"r &'to$ "$tnd&r"$ d" c&'id&d = d" t"n"r un &#&nc" "nor5" "n '& "duc&ción d"' (&'&d&r r"$("cto &' c&*/? tod&#)& un 0r&n $"ctor d" '& (o'&ción? "n "$("ci&' d" "$tr&to$ &!o$? no &cc"d" & "$to$ (roducto$ = $"r#icio$ (or $u$ &'to$ (r"cio$ = *&'t& d" conoci5i"nto $or" c&*/. -. E5('"&r '& 5"!or i5&0"n d" un c&(ucino "n "' 5"rc&do co5o "'"5"nto di*"r"nci&dor d"' (roducto >u" &0& >u" "' u$u&rio (r"*i"r& '& c&'id&d d" o5& &nt"$ >u" 'o$ "'"5"nto$ di*"r"nci&dor"$ d" '& co5("t"nci&. . A(ro#"c&r '& uic&ción d"' (roducto (&r& ''"0&r &' (@'ico d" int"r/$ d" 5&n"r& 5$ &cc"$i'" >u" 'o$ co5("tidor"$? 0"n"r&r (ro5ocion"$ >u" #incu'"n &' c'i"nt" &nt"$ d" >u" '& &5"n&& d" 'o$ nu"#o$ co5("tidor"$ ot"n0& '& &t"nción d" "$o$ con$u5idor"$. . &c"r "('icit&$ '&$ (o')tic&$ d" contr&t&cion"$ = co5(r& d"' c&*/ (&r& "#it&r $"r &$oci&do (or "' con$u5idor con 'o$ d"$cont"nto$ d" '& (o'&ción c&5("$in&. 4. A(ro#"c&ndo "' cr"ci"nt" int"r/$ d" '& (o'&ción (or "' c&*/? (ro(on"r (roducto$ nu"#o$ di#"r$i*ic&ndo '&$ o(cion"$ d"' c'i"nt"? $" (u"d" ("n$&r "n otr& ')n"& d" (roducto$ "$("ci&'"$ o Gour5"t. 19. Procur&r t"n"r un& r"'&ción !u$t& con $u$ (ro#""dor"$ dond" "' oti"n" $u (roducto d" c&'id&d d"' c&5("$ino dond" "$t" cu5('& un&$ nor5&$ "$ti(u'&d&$ ("ro r"ci& un u"n (&0o !u$to (or $u (roducto.


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ESCUELA COLOMBIANA DE INGENIERÍA FGPR 11. Pu'icit&r '& 5&rc& d" 5&n"r& >u" $" &0& "('icito "' co5(ro5i$o $oci&' = con "' 5"dio &5i"nt" d" '& "5(r"$& "n*ocndo$" "n 'o$ con$u5idor"$ 5$ !ó#"n"$ >u" r"ci"n 5u= i"n '& (ro(&0&nd& = "$t" ti(o d" inici&ti#&$ 12. Bu$c&r &'i&n&$ "$tr&t/0ic&$ con d"5$ int"r"$&do$ "n inc"nti#&r "' con$u5o d"' c&*/ (&r& >u" "n con!unto con 'o$ "$*u"ro$ 0u"rn&5"nt&'"$ $" 'o0r" &u5"nt&r "' cr"ci5i"nto "n "' con$u5o = d" "$t& 5&n"r& contro'&r '& &5"n&& d" (o$i'"$ $u$tituto$. 13. +&c"r /n*&$i$ "n continu&r con 'o$ #&'or"$ d" '& co5(&<)& "n #i$t& d" >u" $" ti"n" un (roducto di*"r"nci&do? no $" d"" c&5i&r '& 5&n"r& d" 5&n"!&r '&$ co$&$ (or '&$ &5"n&&$ d" nu"#o$ co5("tidor"$ $i no &c"r /n*&$i$ "n "' (roducto *in&' r"5&rc&ndo >u" "$ di$tinto &' d" '& co5("t"nci&.

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