analisis backus

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PLANEAMIENTO ESTR

PLANEAMIENTO ESTRA

ATEGICO DE L

TEGICO DE LA EMPRESA

A EMPRESA

BACKUS & JOHNSTON S.A.

1.

1. ANT

ANT

ECE

DEN

TES

Backus inicia su his!"ia c!n #!s h!$%"s sa#!uni#nss 'u (()a"!n a( *a+s c!n (

*"!*,si! # $*"n#". En 1-/0 Jac!%! Backus  J!hn H!2a"# J!hns!n 3un#a"!n n Li$a

una 34%"ica # hi(! a"i3icia( (a cua( a$*(i, sus aci5i#a#s "s a6!s #s*u7s a( "u%"! # (a

c"58a0 c!$! c!nscuncia # (a a(a #$an#a 'u ha%+a n sa 7*!ca *!" ( c!nsu$! #

sa %%i#a.

Acua($n Backus s (a

Acua($n Backus s (a $*"sa (+#" # ($*"sa (+#" # (a in#us"ia c"5c"a n a in#us"ia c"5c"a n ( P"9. T( P"9. Tn$!sn$!s : *(anas #

: *(anas # *"!#ucci,n # c"58a #scn"a(i8a#as u%ica#as n Li$a *"!#ucci,n # c"58a #scn"a(i8a#as u%ica#as n Li$a ;A<0 A"'ui*a0;A<0 A"'ui*a0 Cusc!0 M!u*  Puca((*a= a#$4s # una Ma("+a  una *(ana # a)ua $in"a(. Cusc!0 M!u*  Puca((*a= a#$4s # una Ma("+a  una *(ana # a)ua $in"a(. C!na$!s c!n una *a"ici*aci,n c"cana a( >:? #( $"ca#! naci!na( # c"58as0 C!na$!s c!n una *a"ici*aci,n c"cana a( >:? #( $"ca#! naci!na( # c"58as0 c!n un *!"a3!(i! # $a"cas naci!na(s  in"naci!na(s $u %in s)$na#as0 'u c!n un *!"a3!(i! # $a"cas naci!na(s  in"naci!na(s $u %in s)$na#as0 'u %uscan sais3ac" a (!s c!nsu$i#!"s n (!s $4s # 1-@0@@@ *un!s # 5na a (! (a")! %uscan sais3ac" a (!s c!nsu$i#!"s n (!s $4s # 1-@0@@@ *un!s # 5na a (! (a")! # !#! ( *a+s. # !#! ( *a+s.

2.VISION

S" (a $!" $*"sa n ( P"9 a#$i"a#a *!" S" (a $!" $*"sa n ( P"9 a#$i"a#a *!" •

• C"ci$in! #( 5a(!" # nus"a *a"ici*aci,n #( $"ca#! a "a57s # nus"!C"ci$in! #( 5a(!" # nus"a *a"ici*aci,n #( $"ca#! a "a57s # nus"!

*!"a3!(i! # $a"cas. *!"a3!(i! # $a"cas.

•

• O!")a" ( $4s a(! O!")a" ( $4s a(! "!"n! # in5"si,n a su acci!nisa."!"n! # in5"si,n a su acci!nisa. •

• S" ( $*(a#! *"3"i#!S" ( $*(a#! *"3"i#! •

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. MISION

P!s"  *!ncia" (as $a"cas # %%i#as (!ca(s  in"naci!na(s *"3"i#as *!" ( c!nsu$i#!".

4. DIAGNOSTICO SITUACIONAL

4.1 ANALISIS EXTERNO

ENTORNO GENERAL:

ACTOR MACROECONOMICO

Un! # (!s *"inci*a(s in#ica#!"s # (a c!n!$+a naci!na( 'u a3ca #i"ca$n a (a in#us"ia c"5c"a s ( PBI ( cua( ha ni#! un c"ci$in! s!sni#!  $anin *"!cci!ns # c"ci$in! n" /?  /.:? hasa ( @1. Es! s #$!s",0 #u"an ( @1@  ( @11 #!n# (!s 5!(9$ns # 5na # c"58a n Backus 3u"!n .?  1@./? su*"i!"s a (!s ")is"a#!s n ( "cici! @@>  @1@0 "s*ci5a$n.

ACTOR POLITICOFLEGAL

E( P"9 cuna c!n (s 'u "s"in)n an! (a 5na c!$! ( c!nsu$! # %%i#as a(c!h,(icas (! cua( hac 'u ( $"ca#! sa ( $n!" # (! s*"a#!. Rs"icci!ns

• P"!hi%i#a (a 5na # %%i#as a(c!h,(icas a $n!"s # 1- a6!s

• N)a" ( in)"s! a $n!"s # #a# n a'u((!s (u)a"s cu! )i"!

*"inci*a( sa (a 5na # %%i#as a(c!h,(icas.

• Cu$*(i" c!n (!s h!"a"i!s sa%(ci#!s *!" (a au!"i#a# c!$*n.

• L Sca

• P"!hi%i#! (a 5na a$%u(a!"ia0 s!(! s #a n (u)a"s au!"i8a#!s.

ACTOR SOCIOCULTURAL

E( P"9 cuna c!n una *!%(aci,n (a cua( *!" "a#ici,n s # in)"i" )"an cani#a# # %%i#as a(c!h,(icas0 s!%" !#! (a c"58a 'u n 3si5i#a#s

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c!$! (as "a(i8a#as n (a s""an+a # nus"! *a+s s!n a(a$n #$an#a#as #%i#! a su %a! *"ci!.

ENTORNO ESPECIFICO:

LA AMENAA DE COMPETIDORES POTENCIALES

En ( P"90 is una a$*(ia )a$a # *"!#uc!s susiu!s c!$! ( 2hisk0 ( 5!#ka0 ( "!n  ( *isc!= (!s cua(s han ni#! un inc"$n! n su c!nsu$! c!$! c!nscuncia # (a 5!(uci,n #( *"3i( as*i"aci!na( # (!s c!nsu$i#!"s0 s! i$*(ica ( su")i$in! # nu5!s c!$*i#!"s 'u *u#an s!%"*asa"(!.

Eisn i$*!"ans %a"""as # n"a#a #n"! # (a in#us"ia0 (as cua(s s4n #a#as *!"

a) La a$*(ia "# # #is"i%uci,n. b) E( 3u" "c!n!ci$in!.

c) La(a# #( c!nsu$i#!" hacia (as *"inci*a(s $a"cas # Backus.

L! cua( ( !!")a un c!ns!(i#a#! (i#"a8)! n ( *a+s  "*"sna una )"an 3!"a(8a *a"a (a $*"sa #n"! # (a in#us"ia ;A*!!  As!cia#!s @1<. Dn"! # (as a$na8as0 s *u#n $nci!na"

a) L!s ca$%i!s ")u(a!"i!s c!$! $!#i3icaci!ns a( I$*us! S(ci5! a( C!nsu$!. b) Rs"icci!ns a (a *u%(ici#a# ! a (a c!$"cia(i8aci,n0 sin#! %a"""as as!cia#as a(

)!%i"n! # u"n!0 (as cua(s *!#"+an a3ca" a (a in#us"ia c"5c"a.

LA RIALIDAD ENTRE LOS COMPETIDORES ACTUALES

S)9n A*!!  As!cia#!s ;@1<0 (a 3icincia  c!n!$+a # sca(a a(can8a#a *!" Backus n (a in#us"ia0 a "a57s #

a) La in)"aci,n 5"ica( # sus *"!cs!s.

b) La "4*i#a "s*usa an nu5!s c!$*i#!"s.

c) Su 3u" s"a)ia # $a"kin). Hac 'u (!s "su(a#!s  ( (i#"a8)! #

sus $a"cas0 *"inci*a($n0 C"isa(  Pi(sn0 si)an nin#! una *a"ici*aci,n #!$inan n ( *a+s0 3"n a( (+#" $un#ia( A$%5.

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Ca% $nci!na" 'u (a $*"sa (!)", inc"$na" (a ca*aci#a# # (!s a($acns *a"a $a"ia(s n :?0 5ian#! as+ (a c!n"aaci,n # a($acns "n!s. Asi$is$!0 Backus susc"i%i, un c!n"a! # *"ci!s  c!n#ici!ns # c!$*"a c!n ( Banc! Bi(%a! i8caa A")na"ia S.A. # hasa US @ $i((!ns  !"! c!n"a! c!n Mac'ua"i Bank *!" ( $is$! $!n!. Es! c!n ( !%i5! # cu%"i" (as 3(ucuaci!ns n (!s *"ci!s # c!$$!#iis 'u a3can a (a in#us"ia. P!" !"! (a#!0 ha (!)"a#! n)!cia" (!s *"i!#!s # *a)! c!n ( @? # sus *"inci*a(s *"!5#!"s # $a"ia *"i$a ;c%a#a0 $a+8  $a(a<0 c!n (!s cua(s ha (!)"a#! *(a8!s # *a)! # hasa 1@ #+as a "a57s # 3ac!"in).

PODER DE NEGOCIACIN DE LOS COMPRADORES

E( *!#" n)!cia#!" s4 "(aci!na#! c!n (a #$an#a0 s)9n PCR ;@1<0 (a snsi%i(i#a# # (a #$an#a # c"58a s4 a3ca a 5a"iaci!ns #( in)"s! *" c4*ia # (a *!%(aci,n  a( *"ci! 3ina( # (a c"58a. P!" an!0 (a 3i#(i#a# # (!s c!nsu$i#!"s0 u)a un *a*( i$*!"an n ( *!#" # n)!ciaci,n0 (! 'u *(ica (a "(5ancia # (as s"a)ias # 5nas  $a"kin) n (a in#us"ia= #!n# Backus ha (!)"a#! c!ns!(i#a" a sus *"inci*a(s $a"cas n ( T!* !3 $in# # sus c!nsu$i#!"s  as+ $ann"0 n un ni5( %a!0 ( *!#" # (!s c!$*"a#!"s 3"n a (a $*"sa.

4.2 ANALISIS INTERNO

ACTIOS

Backus in 1 s# *a"a !3icinas a#$inis"ai5as n (a ciu#a# # Li$a  / *(anas *"!#uci5as n (as ciu#a#s # Li$a0 Chic(a!0 T"ui((!0 A"'ui*a0 Cusc!  Puca((*a.

PLANTAS DE PRODUCCIÓN DE BACKUS UBICACI ÓN CIUDA D CAPACIDAD DE PRODUCCIÓN EN HECTOLITROS POR AÑO MARCAS Ate Lima 5´000,000 Cristal, ilse! Calla",

#are!a,

C$s%$e&a, 'alta "lar (

'alta C$s%$e&a

'"t$)e C*i+la(" 1´00,000 Cristal ( ilse! Calla" ( ilse! Tr$-ill".

Are%$i)a Are%$i)a 1´00,000 Cristal, ilse! Calla", Are%$i)e&a ( 'alta C$s%$e&a.

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Tr$-ill" Tr$-ill" 0,000 Cristal, ilse! Calla", ( ilse! Tr$-ill". C$s+" C$s+" 00,000 Cristal, C$s%$e&a, 'alta C$s%$e&a, C$s%$e&a Tri/",

ilse! Tr$-ill" ( ilse! Calla".

$+all)a $+all)a 00,000 _{Cristal, Sa! $a! (} ilse! Calla".

o Materia prima. - $a(a c"5c"a0 (9*u(! o Insumos. - (5a#u"a0 a)ua # *!8!

o Maquinaria y otros. - si(!s0 $!(#!"as0 !(5as # a(i$naci,n0 *ai(as # ac"!

in!i#a%(0 an'us # ac"! in!i#a%( ci(in#"!Fc,nic!s0 (a5a#!"as # %!((as0 ins*c!"s (c",nic!s0 $a'uinas ((na#!"as0 %!((as0 caas0 *a((s0 c.

INANCIAMIENTO

COMERCIAL

nas a in#as #is"i%ui#!"as

• Anunci!s n (5isi,n

• P"!*a)an#a $#ian (""!s n (as au!*isas • P"!*a)an#a $#ian "a#i!

• P!s"s  *"!$!ci!ns n in#as #is"i%ui#!"as • a%"icaci,n # nu5!s $!#(!s # %!((a

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5. ANALISIS ODA

5.1 CO'ONENTES

Fortalezas:

• A(ian8as s"a)ias c!n $*"sas a($anas *a"a )a"ani8as (a ca(i#a# #

(!s *"!#uc!s0 # acu"#! a (!s s4n#a"s in"naci!na(s.

• Ens! cana( # #is"i%uci,n. • A$*(ia ca*aci#a# *"!#uci5a.

• nic! *"!#uc!" naci!na( # c"58a.

Oportunidades:

• E( c"ci$in! #( $"ca#! in"n!.

• Rcu*"aci,n #( *!#" a#'uisii5! # (a *!%(aci,n0 "3(a#! n (a

*"!cci,n #( *"!#uc! B"u! In"n!.

• A(ian8as s"a7)icas0 c!n (a $*"sa c"5c"a Ba5a"ia (! cua( ha

a#'ui"i#! (a $a!"+a # (as acci!ns # Backus0 (! 'u 5nua($n *!#"+a "a#uci"s n ( a*"!5cha$in! # (as as!ciaci!ns n" a$%as $*"sas.

Debilidades:

• Ri5a(i#a# n" acci!nisas. • E(5a#a ca")a "i%ua"ia.

• E(5a#a #*n#ncia #( $"ca#! in"n!.

• a"iaci,n # sus c"58as n "(aci,n c!n ( a(c!h!(  sus sa%!"s.

Amenazas:

• In)"s! # *"!#uc!s # c!n"a%an#! *!" (a 3"!n"a su" #( P"9. • Ca$%i!s # *!(+icas "i%ua"ias.

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5.2 'ETODOLOGIA

La $!#!(!)+a a ui(i8a" s"4 (a #( an4(isis ODA0 s una h""a$ina *a"a c!n!c" (a siuaci,n "a( n 'u s ncun"a una !")ani8aci,n0 $*"sa ! *"!c!0  *(ana" una s"a)ia # 3uu"!0 sa $!#!(!)+a n!s *"$i #ca" (as 5naas c!$*ii5as # (a $*"sa %a! an4(isis  (a s"a)ia )n7"ica a $*(a" *!" (a $is$a 'u $4s ( c!n5n)a n 3unci,n # sus ca"ac"+sicas *"!*ias  # (as #( $"ca#! n 'u s $u5.

Es an4(isis c!nsa # (!s s)s. *as!s

• An4(isis E"n!. • An4(isis In"n!.

• C!n3cci,n # (a $a"i8 ODA.

• D"$inaci,n # (a s"a)ia a $*(a".

5.

'ATRI3 ODA

Factor!

I"tr"o!

#

Factor!

E$tr"o!

%

L&!ta ' (orta)*a!

F+

Alia!as estrate/ias

F2

Ete!s" +a!al 6e 6istri7$+i8!

F,

Am)lia +a)a+i6a6 )r"6$+ti9a

F-

:!i+" )r"6$+t"r !a+i"!al 6e +er9ea

L&!ta '

'&)&'a'!

D+

Ri9ali6a6 e!tre a++i"!istas

D2

Ele9a6a +ar/a tri7$taria

D,

Ele9a6a 6e)e!6e!+ia 6el mer+a6" i!ter!"

D-

;aria+i8! 6e s$s +er9eas

L&!ta '

o/ort0"&'a'!

O+

El <+re+imie!t" 6el mer+a6" i!ter!"=

O2

Re+$)era+i8! 6el )"6er a6%$isiti9" 6e la )"7la+i8!

O,

<Alia!as estrat>/i+as=

FO 1Ma$&Ma$&3

"rtale+er las

estrate/ias 6e

)r"6$++i8! (

mar?eti!/ @est$6i"

6e mer+a6",

a)r"9e+*a!6" el

+re+imie!t"

e+"!8mi+" 6el )aBs.

1O+4 O24 F24 F,3

DO 1M&"&Ma$&3

Realiar $! a!lisis

6el )r"6$+t" (

e+"!8mi+", +"! el !

a)r"9e+*ar las

")"rt$!i6a6es e! el

mer+a6" i!ter!".

1O+4 O24 D,4 D-3

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L&!ta '

a5"a*a!

A+

I!/res" 6e )r"6$+t"s 6e +"!tra7a!6"

A2

Cam7i"s 6e )"lBti+as tri7$tarias

A,

I!/res" 6e !$e9as mar+as e! el mer+a6"

FA 1Ma$&M&"&3

A6e+$ar el )re+i" 6el

)r"6$+t", 6e a+$er6"

a las )"lBti+as

tri7$tarias ( el

a!lisis a la

+"m)ete!+ia.

1F24 F-4 A24 A,3

DA 1M&"&M&"&3

Realiar $! a!lisis

!a!+ier" ( $!a

re9isi8! 6e las

)"lBti+as tri7$tarias,

e!"+!6"!"s e!

mer+a6"s eter!"s.

1D24 D,4 A+4 A23

. O#ETI;OS ESTRATEGICOS

.1. O#ETI;OS ESTRATEGICOS GENERALES

S!n !%i5!s # (a")! *(a8! 'u c!n"i%ui"4n a( (!)"! # (a 5isi,n # (a !")ani8aci,n.

 S" ( *"i$" )"u*! c"5c"! #( P"90 c!n *"!cci,n in"naci!na(.  Gn"a" ca*aci#a# # "s*usa !*!"una an (!s ca$%i!s #( n!"n!.

 La "(aci,n c!$"cia( n" (as $*"sas c!"*!"ai5as #% sa%(c"s

'uiai5a$n0 *"i!"i8an#! (a c!$*ii5i#a# # (as $is$as0 %uscan#! "#uci" (a #*n#ncia # 7sas c!n ( sc!" c"5c"!.

 P"!#uci" %%i#as n! a(c!h,(icas  a(i$n!s0 a(can8a#! *!sici!ns # (i#"a8)!.  P"!cu"a" (a Ca(i#a# T!a( a !#! ni5( *"s!nas0 *"!cs!s0 *"!#uc!s  s"5ici!s.  Dsa""!((a"  $ann" (a i$a)n # una C!"*!"aci,n (+#"  $!#"na n (

P"9.

 C"ci$in! # (as #i5"sas $a"cas # c"58a 'u ha #sa""!((a#! *a"a

#isin!s $"ca#!s  #sa""!((! # nu5!s *"!#uc!s.

 C!$*ii5i#a#  (i#"a8)! n c!s!s n !#!s (!s ni5(s # (a *"!#ucci,n.  Dsa""!((! s!sni%( n ( i$*!.

 Nu5! $!#(! # s"5ici! ( cua( %usca (a !*i$i8aci,n #( *"!cs! #

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.2. O#ETI;OS ESTRATEGICOS ESECIICOS

S!n !%i5!s # $#ian! *(a8! 'u c!n"i%ui"4n a( (!)"! #( !%i5! s"a7)ic! )n"a(.

 Dsa""!((a" (a ca(i3icaci,n  %insa" #( *"s!na( n !#!s (!s ni5(s ;c(i$a

(a%!"a(<

 Inc"$na" ( 5a(!" #( *a"i$!ni! # (!s acci!nisas  !!")a" #i5i#n#!s

anua(s.

 A#$inis"a" (as $*"sas c!n !%i5!s c!$uns.

 Su*"5isa" ( #sa""!((!  c!$*!"a$in! !")ani8aci!na( # (a $*"sa.  Dsa""!((a" una %una s"a)ia # Ma"kin).

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 I$*($na" $!#!(!)+as # *"!#uci5i#a# (a%!"a( *a"a !*i$i8a" (as (+nas #

*"!#ucci,n0 "#ucin#! c!s!s  i$*!s.

 Dsa""!((a" s"a)ias 'u *"!cu"n as)u"a" (a ca(i#a# !a( # (!s *"!#uc!s.  Ra(i8a" un an4(isis 3inanci"!  c!n,$ic! # !#!s (!s *"!cs!s !

"ansacci!ns "a(i8a#as n (a $*"sa.

. ACCIONES ESTRATEGICAS

.1. ACCIONES ESTRATEGICAS ER'ANENTES

S!n a'u((as 'u c!ncu""n n (a !*"ai5i#a#  $anni$in! # (!s s"5ici!s isns.

 Di5"si3ica"s hacia ( $"ca#! # %%i#as n! a(c!h,(icas c!$! u)!s 

"3"sc!s.

La $*"sa cuna acua($n c!n %%i#as n! a(c!h,(icas n ( $"ca#! n" (as cua(s *!#$!s s!n

Gas!sas i5a Backus  Gua"ana Backus.

A)uas San Ma!0 C"isa(ina  A)uan T,nica Backus O"as Ma(in P!2"

 L!)"a" a(ian8as s"a7)icas c!n )"an#s c"5c"as $un#ia(s0 a 3in #

$%!((a"  #is"i%ui" c"58as "an"as0 *a"a !3"c"(as n ( $"ca#! (!ca(= (a cua( *"$ii"4 an#" 3uu"!s c"ci$in!s.

 M!"a" su ca*aci#a# # *"!#ucci,n # acu"#! c!n s4n#a"s # ca(i#a#

in"naci!na(0 c!n (a 3ina(i#a# # )ana" *!sici!na$in!0  *a"a ((! u5! 'u in5"i" n 'ui*!  cn!(!)+a # *una.

 P!sici!na" $a"cas n $"ca#!s (ain!a$"ican!s  #( $un#!0 n a'u((!s

s)$n!s #!n# san $n!s 5u(n"a%(s.

 Es"a)ia # a#'uisici,n # c!$*i#!"s (u)! # una $a"ca#a )u""a #

*"ci!s0 $!"a$in! # *"!cs!s  i$*($naci,n # *"!)"a$as # "#ucci,n # c!s!s.

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S!n acci!ns 'u s cuan *a"a (a c"aci,n0 a$*(iaci,n ! $!#"ni8aci,n # (a *"!#ucci,n # %ins  s"5ici!s.

 E*an#i" (as *!"aci!ns0 *"inci*a($n a ni5( (ain!a$"ican!0 a*!a#!s n

( )"u*! $*"sa"ia( Ba5a"ia0 s!ci! # (a c!$*a6+a 'u ha (!)"a#! *n"a" (!s $"ca#!s cua!"ian!0 *ana$6!  c!(!$%ian!.

 A#'uisici,n # c"5c"+as "an"as # !"#n ")i!na( ;*'u6as 

$#ianas<0 a 3in # i" *n"an#! n (!s $"ca#!s in"naci!na(s  i" a$*(ian#! su c!%"u"a.

 P"i!"i8aci,n # (a ca(i#a#  *!sici!na$in! # su $a"ca n ( $"ca#!.  Dsa""!((! # cana(s # #is"i%uci,n a ni5( naci!na(.

 n3asis a una c!nsan inn!5aci,n *a"a sais3ac" ( )us! # (!s c!nsu$i#!"s

n $"ca#!s ca#a 58 $4s i)ns.