TRABAJO FINAL MULTIVET

TOC o 1-3 h z u HYPERLINK l _Toc373313101 1 EMPRESA, COMPETENCIA Y EL MERCADO PAGEREF _Toc373313101 h 2 HYPERLINK l _Toc373313102 1.1 ANTECEDENTES DE LA EMPRESA PAGEREF _Toc373313102 h 2 HYPERLINK l _Toc373313103 1.1.1 Perfil de la compaa PAGEREF _Toc373313103 h 4 HYPERLINK l _Toc373313104 1.1.2 Actividad principal PAGEREF _Toc373313104 h 4 HYPERLINK l _Toc373313105 1.1.3 Evolucin de laHistoria de MULTIVET PAGEREF _Toc373313105 h 4 HYPERLINK l _Toc373313106 2 ESTUDIO DE MERCADO PAGEREF _Toc373313106 h 5 HYPERLINK l _Toc373313107 2.1 Anlisis de la competencia PAGEREF _Toc373313107 h 5 HYPERLINK l _Toc373313108 2.2 Segmentacin PAGEREF _Toc373313108 h 7 HYPERLINK l _Toc373313109 3 MISIN, VISIN Y OBJETIVOS PAGEREF _Toc373313109 h 8 HYPERLINK l _Toc373313110 3.1Componentes de la misin PAGEREF _Toc373313110 h 8 HYPERLINK l _Toc373313111 3.2 Definicin del negocio PAGEREF _Toc373313111 h 8 HYPERLINK l _Toc373313112 3.3 Elementos de la misin PAGEREF _Toc373313112 h 9 HYPERLINK l _Toc373313113 3.4 Grupos de Inters PAGEREF _Toc373313113 h 10 HYPERLINK l _Toc373313114 3.5 Factores crticos de xito PAGEREF _Toc373313114 h 13 HYPERLINK l _Toc373313115 4 ENTORNOINDIRECTO PAGEREF _Toc373313115 h 14 HYPERLINK l _Toc373313116 4.1 Variable Poltico Legal PAGEREF _Toc373313116 h 14 HYPERLINK l _Toc373313117 4.2 Variable Econmico PAGEREF _Toc373313117 h 15 HYPERLINK l _Toc373313118 4.3 Variable Socio-Cultural PAGEREF _Toc373313118 h 17 HYPERLINK l _Toc373313119 4.4 Variable Tecnolgica PAGEREF _Toc373313119 h 18 HYPERLINK l _Toc373313120 4.5 VariableAmbiental PAGEREF _Toc373313120 h 18 HYPERLINK l _Toc373313121 5 ENTORNO INDIRECTO PAGEREF _Toc373313121 h 19 HYPERLINK l _Toc373313122 5.1 Rivalidad entre los competidores existentes PAGEREF _Toc373313122 h 19 HYPERLINK l _Toc373313123 5.2 Amenaza frente a nuevos competidores PAGEREF _Toc373313123 h 23 HYPERLINK l _Toc373313124 5.3 Amenaza de productos sustitutos PAGEREF _Toc373313124 h 24HYPERLINK l _Toc373313125 5.4 Poder de negociacin de los clientes PAGEREF _Toc373313125 h 24 HYPERLINK l _Toc373313126 5.5 Poder de negociacin de los proveedores PAGEREF _Toc373313126 h 24 HYPERLINK l _Toc373313127 6 MARKETING ESTRATGICO PAGEREF _Toc373313127 h 26 HYPERLINK l _Toc373313128 6.1 Eleccin del Valor PAGEREF _Toc373313128 h 26 HYPERLINK l _Toc373313129 6.1.1 SegmentacinPAGEREF _Toc373313129 h 26 HYPERLINK l _Toc373313130 6.1.2 Pblico Objetivo PAGEREF _Toc373313130 h 26 HYPERLINK l _Toc373313131 6.1.3 Posicionamiento PAGEREF _Toc373313131 h 27 HYPERLINK l _Toc373313132 6.2 Determinacin de Proceso Operativo PAGEREF _Toc373313132 h 27 HYPERLINK l _Toc373313133 6.2.1 Descripcin del proceso de compra PAGEREF _Toc373313133 h 27 HYPERLINK l _Toc373313134 6.2.2Descripcin de la gestin de inventarios PAGEREF _Toc373313134 h 27 HYPERLINK l _Toc373313135 6.2.3 rea Administrativa PAGEREF _Toc373313135 h 28 HYPERLINK l _Toc373313136 7 CADENA DE VALOR PAGEREF _Toc373313136 h 28 HYPERLINK l _Toc373313137 7.1 Actividades Primarias PAGEREF _Toc373313137 h 29 HYPERLINK l _Toc373313138 7.2 Actividades de apoyo PAGEREF _Toc373313138 h 30 HYPERLINK l_Toc373313139 8 ELABORACIN Y ANLISIS DE LAS MATRICES PAGEREF _Toc373313139 h 33 HYPERLINK l _Toc373313140 8.1 Matrices PAGEREF _Toc373313140 h 33 HYPERLINK l _Toc373313141 8.1.1 Matriz EFE PAGEREF _Toc373313141 h 33 HYPERLINK l _Toc373313142 8.1.2 Matriz EFI PAGEREF _Toc373313142 h 34 HYPERLINK l _Toc373313143 8.1.3 Matriz MPC PAGEREF _Toc373313143 h 35 HYPERLINK l _Toc373313144 8.1.4 Matriz FODAPAGEREF _Toc373313144 h 37 HYPERLINK l _Toc373313145 8.1.5 Matriz PEYEA PAGEREF _Toc373313145 h 39 HYPERLINK l _Toc373313146 8.1.6 Matriz IE PAGEREF _Toc373313146 h 40 HYPERLINK l _Toc373313147 8.1.7 Matriz BCG PAGEREF _Toc373313147 h 41 HYPERLINK l _Toc373313148 8.2 Seleccin estratgica PAGEREF _Toc373313148 h 43 HYPERLINK l _Toc373313149 8.2.1 Matriz MPCE PAGEREF _Toc373313149 h 43...