proceso estratégico i - politecnico grancolombiano
TRANSCRIPT
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ANLISIS ESTRATGICO DEL SECTOR BPO&O
YENNY PATRICIA LOZANO ROBAYO
JUAN CAMILO TRUJILLO VALDERRAMA
YENNY PAOLA DIAZ SIERRA
LINA MARIA BERMUDEZ CHAVERRA
ALEJANDRA SANCHEZ MOLINA
TUTOR
LUIS JEFERSON ARJONA VIDAL
FACULTAD DE CIENCIAS ADMINISTRATIVAS, ECONOMICAS Y CONTABLES
BOGOTA
2015
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CONTENIDO
Pag.
INTRODUCCIN . 3
OBJETIVOS 4
O!"#$%& '"(")a* . 4
O!"#$%& E+,"-/$-& . 4
INFORMACIN 'ENERAL DEL SECTOR 0R"+"a H$+#)$-a . 0P&)#a/&*$& " ,)&-#&+ 5 +")%$-$&+ 6')"7$&+ ... 6
AN8LISIS DEL MACROENTORNO. 6Fa-#&)"+ P&*#$-&+ .. 6
Fa-#&)"+ E-&(7$-&+ .. 9Fa-#&)"+ S&-$& : C*#)a*"+ . 9Fa-#&)"+ T"-(&*g$-&+
.. 9Fa-#&)"+ E-&*g$-& .. 9Fa-#&)"+ L"ga*"+ .. 9M&"*& PESTEL .. ;A(
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P&") ("g&-$a&) " *&+ -&7,)a&)"+.... 14
P&") " ("g&-$a-$( " *&+ ,)&%""&)"+ ...14
M&"*& 0 FUERZAS ......
14A(TERNOS ..
16F(a7"(#a-$( "* 7&"*& .
16
M&"*& MEFE... 19I(#"),)"#a-$( "* 7&"*& .
19A(
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M"$a(#" "* ,)"+"(#" #)aa!& -&(+#)$)"7&+ *a+ 7a#)$-"+ a+" " +")%$)
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OBJETIVOS
OBJETIVO GENERAL
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1 INFORMACION GENERAL DEL SECTOR
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S "/$($-$( "+ B+$("++ P)&-"++ O#+&)-$(g O//+&)$(g BPOO & #")-")$=a-$( "
,)&-"+&+ " ("g&-$&. S"g( "* O#+&)-$(g I(+#$##" a*a7&+ " *a +-&(#)a#a-$( "
/(-$&("+ " ,)&-"+&+ " ("g&-$& -&( ,)&%""&)"+ " +")%$-$&+ 5a +"a( $(#")(&+ & "G#")(&+ a *a
-&7,aa +a*7"(#" "( *ga)"+ " 7"(&)"+ -&+#&+. A*g(a+ a-#$%$a"+ ++-",#$*"+ " +")
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E* O#+&)-$(g "+ (a ,)
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"(/&-a& +&)" #&& a *a+
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2 R$-$- !4')! *(3!'-()!"C&7,"#$&)"+ ,a)#$-$,a(#"+ "( *a $(+#)$a 4 AC)"-$7$"(#& " *a $(+#)$a 4 MD$/")"(-$a-$( "* ,)&-#& 0 B
R"")$7$"(#&+ " -a,$#a* ,a)a $(g)"+a) a* 7")-a& 0 AA*-a(-" " *a C&7,"#"(-$a 4 AM"!&)a+ "( *a #"-(&*&ga 4 A
21 B$))!)$" -! "$-$E+,"-$a*$=a-$( " a-#$%&+ 4 AC&+#&+ " +a*$a 3 MR"+#)$--$&("+ g")(a7"(#a*"+ 5 +&-$a*"+ 4 AR$-$- !4')! *(3!'-()!" : Ca*$/$-a-$( ,)&7"$& 71
A!4$>$ -! 3)(-.*'(" "."''.'("C&+#& " -a7$& "* +a)$& 3 AC&+#& & /a-$*$a " -a7$& "* -&7,)a&) 1 A
N$%"* ,")-$$& " $/")"(-$a-$( "* ,)&-#& 3 MD$+,&($$*$a " ++#$##&+ -")-a(&+ 1 MVa*&) ,)"-$& "* ++#$##& 2 A
Ag)"+$%$a " ,)&-#&+ ++#$##&+ "( ,)&7&-$&( 3 AA!4$>$ -! 3)(-.*'(" "."''.'(" 1 C$+*$*4 3)(!-( 22
7 P(-!) -! 4!8(*$*4 -! (" *(3)$-()!"N7")& " -&7,"#$&)" $7,&)#a(#"+ 4 AC&+#& " -a7$& "* -&7,)a&) 2 BV"(#a!a $/")"(-$a* "* ,)&-#& 4 B')a& " ","("(-$a " *&+ -a(a*"+ " $+#)$-$( "* ,)&-#& 1 BP&+$$*$a " ("g&-$a-$( "+,"-$a*7"(#" "( $(+#)$a+ -&( 7-&+ -&+#&+ /$!&+ &(" +" a-" $/-$*("g&-$a) +&)" "* ,)"-$&K
3 B
Fa-$*$a "* -*$"(#" ,a)a -a7$a) " "7,)"+a 4 AEG$+#"(-$a " ++#$##&+ 2 MD$+,&($$*$a " $(/&)7a-$( ,a)a "* -&7,)a&) 4 AS"(+$$*$a "* -&7,)a&) a* ,)"-$& 4 AP(-!) 4!8(*$*4 -! *(3)$-() 2
C$+*$*4 3)(!-( 1 5 P(-!) -! 4!8(*$*4 -! (" 3)(!!-()!"
P)"+"(-$a " +")%$-$&+ ++#$##&+ 1 AC&(-"(#)a-$( " ,)&%""&)"+ 3 B')a& " $/")"(-$a-$( "* +")%$-$& "* ,)&%""&) 2 BCa*$a "* +")%$-$& 3 AC&")#)a "* +")%$-$& 2 AP(-!) -! 4!8(*$*4 -! (" 3)(!!-()!" 11 C$+*$*4 3)(!-( 2
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: A4"" -! (-!(
E* 7&"*& (&+ 7"+#)a -&7& $(/*5" *a a7"(a=a "( *a "(#)aa " ("%&+ -&7,"#$&)"+ 5 *a
)$%a*$a "(#)" *&+ 7$+7&+. L& a(#")$&) a& ,&) *&+ "+#7*&+ &/)"-$&+ a* +"-#&) ,&) ,a)#" "*
g&$")(& 5 *a /a-$*$a "( *a -)"a-$( " "7,)"+a. Pa)a "(#)a) a -&7,"#$) "+ ("-"+a)$& &/)"-")
,)&-#&+ 5 +")%$-$&+ $/")"(-$a&+ 5 " -a*$a " /$"*$-"( a *&+ -*$"(#"+. L&+ ,)&-#&+
++#$##&+ (& )",)"+"(#a( (a a7"(a=a $)"-#a #"($"(& "( -"(#a "* #$,& " +")%$-$& &/)"-$&
" -&))"+,&(" a *a #")-")$=a-$( " +")%$-$&+ a 7"(&) -&+#&. S$ $"( *a+ "7,)"+a+ ,""(
$(%")#$) "( "+#a ,a)#" ,)"/$")"( -&(#)a#a) "* +")%$-$& a $(%")#$) "( (a ,*a(#a /+$-a. E* ,&") "
("g&-$a-$( " *&+ -&7,)a&)"+ "+#a a& ,&) "* (7")& " -&7,"#$&)"+ " "(#)a( a* 7")-a&
5 -*a)a7"(#" $(/*5" "( ( a*#& ,&") " ("g&-$a-$( "$& a *a -a(#$a " -&7,"#$&)"+. La
$/")"(-$a +")$a( *&+ ,)&-#&+ &/)"-$&+ *&+ ,)"-$&+ 5 *a $/")"(-$a-$( " *&+ 7$+7&+. E* ,&")" ("g&-$a-$( "+#a -*a+$/$-a& -&7& a!& "$& a* ag" " *a+ #"-(&*&ga+ 5 *a 7a+$/$-a-$( "
*a+ 7$+7a+. E* ,a+ -"(#a a-#a*7"(#" -&( %a)$&+ ,)&%""&)"+ " $(/)a"+#)-#)a 5 #"-(&*&ga *&
a(#")$&) a& ,&) "* M$(#$- " $7,*+a *a ,a)#" #"-(&*g$-a "* ,a+. L&+ ,)&-#&+ &/)"-$&+
,&) "+#&+ ,)&%""&)"+ (& "+#$"
MODELO DE LAS 5 FUERASOPORTUNIDADES AMENAAS
F$"*$=a-$&( " -*$"(#"+. P)&-#&+ "( ,)&7&-$&(.A--"+& " #"-(&*&g$a. A*-a(-" " *a C&7,"#"(-$a.
C)"-$7$"(#& " *a $(+#)$a.R"")$7$"(#&+ " -a,$#a* ,a)a $(g)"+a) a*7")-a&.
D$/")"(-$a-$&( " ,)&-#&. C&+#& " -a7$& "* +a)$&.C&+#& & /a-$*$a " -a7$& "* -&7,)a&). Va*&) ,)"-$& "* ++#$##&.
N$%"* ,")-$$& " $/")"(-$a-$( "* ,)&-#&. Ag)"+$%$a " ,)&-#&+ ++#$##&+ "( ,)&7&-$&(.V"(#a!a $/")"(-$a* "* ,)&-#&. N7")& " -&7,"#$&)" $7,&)#a(#"+.C&(-"(#)a-$( " ,)&%""&)"+. Fa-$*$a "* -*$"(#" ,a)a -a7$a) " "7,)"+a.')a& " $/")"(-$a-$( "* +")%$-$& "*
,)&%""&&).C&")#)a "* +")%$-$& P)&%""&)K.
C&+#& " -a7$& " ,)&%""&). Ca*$a "* +")%$-$& ,)&%""&)K
7 MATRICES DEL SECTOR
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1;
71 MATRI DE EVALUACIN DE FACTORES ETERNOS
711 F.4-$!4'$*4 -! (-!(
Pa)a "* a(
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1?
71 I4'!)3)!'$*4 -! (-!(
E* #a* ,&(")a& " 2.9; "+ /a%&)a*" " $($-a " "* +"-#&) BPOO "+#a a-$"(& a ( *a&
*a+ a7"(a=a+ ,a)a -&(-"(#)a)+" 5 a,)&%"-a) *a+ &,&)#($a"+ &/)"-$a+ 5 "G,*a)*a+ a-$"(&
" "* +"-#&) +" $" ,&+$#$%a7"(#" "(#)& "* 7")-a&.
717 A4"" -! (-!(
E+#& $($-a " "* +"-#&) "+#< )"+,&($"(& ,&+$#$%a7"(#" a *a+ &,&)#($a"+ 5 a7"(a=a+
"G$+#"(#"+ "( + +"-#&). L& " $")" "-$) " +" "+#
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2@
FACTORES ETERNOS CLAVESVALO
RCALIFICACIO
N
VALORPONDERAD
OFORTALEASI7,*+& "* +"-#&) ,&) ,a)#" "* '&$")(&. @@; 4 @32
EG,&)#a-$&("+ E(")&J($& 2@10 32277 USDK. @@6 3 @1;Ma)g"( " #$*$a "* 7")-a&. @@9 2 @14
I($-a&)"+ /$(a(-$")&+ ,&+$#$%&+. ,#,.-&7.-&K. @@0 2 @1@
Ma("!& " *a #"-(&*&g$a. @@9 2 @13
C)"-$7$"(#& 5 "G,a(+$&( "* 7")-a&. @@4 2 @@;
C&(#)&*"+ " -a*$a 5 7a("!& " *a $(/&)7a-$&(. @@6 2 @12
A,)&%"-a7$"(#& " *a #"-(&*&g$a. @@0 3 @10
M"$&+ 5 -a(a*"+ " -&7($-a-$(. @@3 2 @@6
T"-(&*&g$a " ,(#a. @@6 3 @1;
DEBILIDADESN$%"* " $(%")+$&( "( #"-(&*&g$a. @10 3 @40
P&-& ,")+&(a* -a*$/$-a&. @1@ 2 @2@A*#a )a-$&( " ,")+&(a*. @@? 2 @1;
H&)a)$&+ " #)aa!& "+#a*"-$&. @@3 1 @@3
Fa*#a " #"-(&*&g$a a"-aa. @@6 3 @1;
C&+#&+ -&7,"#$#$%&+ /)"(#" a -&7,"#$&)"+K. @@3 2 @@6
C&+#&+ " "(#)"(a7$"(#& " ,")+&(a*. @@4 1 @@4
S"-#&) ,&-& $(#")"+a(#" ,a)a "g)"+a&+. @@2 2 @@4
Sa*a)$&+ ,&-& a#)a-#$%&+. @@2 2 @@4
Ca,a-$a " I(/)a"+#)-#)a. @@4 3 @12
TOTAL 1,15 2,0
72 I4'!)3)!'$*4 -! (-!(
"* #a* ,&(")a& " 2.;@ " +" 7"+#)a a -&(#$(a-$( 7"+#)a " *a ,&+$-$( "+#)a#g$-a
$(#")(a g"(")a* "* +"-#&) BPOO "+#< ,&) a))$a " *a 7"$a "( + "+/")=& ,&) +"g$)
"+#)a#"g$a+ " -a,$#a*$-"( *a+ /&)#a*"=a+ $(#")(a+ 5 ("#)a*$-"( *a+ "$*$a"+.
727 A4"" -! (-!(
E* +"-#&) "+#a a,)&%"-a(& -&( "/$-a-$a *a+ /&)#a*"=a+ "G$+#"(#"+ 5 7$($7$=a(& *&+ ,&+$*"+
"/"-#&+ ("ga#$%&+ " *a+ "$*$a"+. E+#& $")" "-$) " *a+ "+#)a#"g$a+ #$*$=aa+ a+#a "*
7&7"(#& a( +$& a"-aa+ 5 ,&) *& #a(#& -)"( -&( *a+ ("-"+$a"+ " *a &)ga($=a-$(
#"($"(& ( "( "+"7,"& ,")& a( "" " a") a*g(a+ 7"!&)a+ ,a)a )"-$) *a+
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"$*$a"+ 5 #"(") ( 7"!&) a,)&%"-a7$"(#& " *a+ /&)#a*"=a+ 5 " *&+ )"-)+&+ ,a)a "(")
7"!&)"+ )"+*#a&+.
7 MATRI DE PERFIL COMPETITIVO
71 F.4-$!4'$*4 -! (-!(
Pa)a "* a(a*$+$+ "* 7&"*& "+-&g$7&+ *&+ ++"-#&)"+ " ,""( $(/*$) -&7& -&7,"#"(-$a$)"-#a "* +"-#&). L&+ ++"-#&)"+ "+-&g$&+ 5 ++ ,)&-#&+ &/)"-$&+ +&(
BPO H B+$("++ P)&-"++ O#+&)-$(g & T")-")$=a-$( " P)&-"+&+ " N"g&-$& "*"ga-$( " (&
& 7
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S&/#a)" -&7& +")%$-$&
P*a#a/&)7a+ #"-(&*g$-a+ -&7& +")%$-$&
I(/)a"+#)-#)a -&7& +")%$-$&
S")%$-$&+ " IT ,)"+#a&+ "+" *a W("X & -*& -&7,#$(g T")-")$=a-$( " *a g")"(-$a
Ma("!& " -"(#)&+ " a#&+ a#a -"(#")+K
S")%$-$&+ " #"+#$(g " +&/#a)"
PTP 2@12K
PO H (&*"g" P)&-"++ O#+&)-$(g & T")-")$=a-$( " P)&-"+&+ " C&(&-$7$"(#&
"*"ga-$( a ( ,)&%""&) "G#")(& " (a & 7
-
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1 R"+,"+#a Ma*a.2 R"+,"+#a M"$a.3 R"+,"+#a S,")$&) a *a M"$a.4 R"+,"+#a S,")$&).
PONDERACION ;RANGO DE 00 $ 10