PLANEAMIENTO ESTRA ESTR ATEGICO DE LA L A EMPRESA BACKUS & JOHNSTON S.A. 1. ANT ANTECE ECEDEN DENTES TES Backus inicia su his!"ia c!n #!s h!$%"s sa#!uni#nss '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$*(i, sus aci5i#a#s "s a6!s #s*u7s a( "u%"! # (a c"58a0 c!$! c!nscuncia # (a a(a #$an#a 'u ha%+a n sa 7*!ca *!" ( c!nsu$! # sa %%i#a. Acua($n Backus s (a $*"sa (+#" # (a ( a in#us"ia c"5c"a n ( P"9. Tn$!s Tn$!s : *(anas # *"!#ucci,n # c"58a #scn"a(i8a#as u%ica#as n Li$a ;A<0 A"'ui*a0 Cusc!0 M!u* Puca((*a= a#$4s # una Ma("+a una *(ana # a)ua $in"a(. C!na$!s c!n una *a"ici*aci,n c"cana a( >:? #( $"ca#! naci!na( # c"58as0 c!n un *!"a3!(i! # $a"cas naci!na(s in"naci!na(s $u %in s)$na#as0 'u %uscan sais3ac" a (!s c!nsu$i#!"s n (!s $4s # 1-@0@@@ *un!s # 5na a (! (a")! # !#! ( *a+s.
2.VISION S" (a $!" $*"sa n ( P"9 a#$i"a#a *!" •
C"ci$in! #( 5a(!" # nus"a *a"ici*aci,n #( $"ca#! a "a57s # nus"! *!"a3!(i! # $a"cas.
•
O!")a" ( $4s a(! "!"n! # in5"si,n a su acci!nisa.
•
S" ( $*(a#! *"3"i#!
•
Su $!#(! # )si,n
. 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!$+a naci!na( 'u a3ca #i"ca$n a (a in#us"ia c"5c"a s ( PBI ( cua( ha ni#! un c"ci$in! s!sni#! $anin *"!cci!ns # c"ci$in! n" /? /.:? hasa ( @1. Es! s #$!s",0 #u"an ( @1@ ( @11 #!n# (!s 5!(9$ns # 5na # c"58a n Backus 3u"!n .? 1@./? su*"i!"s a (!s ")is"a#!s n ( "cici! @@> @1@0 "s*ci5a$n.
ACTOR POLITICOFLEGAL E( P"9 cuna c!n (s 'u "s"in)n an! (a 5na c!$! ( c!nsu$! # %%i#as a(c!h,(icas (! cua( hac 'u ( $"ca#! sa ( $n!" # (! s*"a#!. Rs"icci!ns P"!hi%i#a (a 5na # %%i#as a(c!h,(icas a $n!"s # 1- a6!s N)a" ( in)"s! a $n!"s # #a# n a'u((!s (u)a"s cu! )i"! • •
• • •
*"inci*a( sa (a 5na # %%i#as a(c!h,(icas. Cu$*(i" c!n (!s h!"a"i!s sa%(ci#!s *!" (a au!"i#a# c!$*n. L Sca P"!hi%i#! (a 5na a$%u(a!"ia0 s!(! s #a n (u)a"s au!"i8a#!s.
ACTOR SOCIOCULTURAL E( P"9 cuna c!n una *!%(aci,n (a cua( *!" "a#ici,n s # in)"i" )"an cani#a# # %%i#as a(c!h,(icas0 s!%" !#! (a c"58a 'u n 3si5i#a#s
c!$! (as "a(i8a#as n (a s""an+a # nus"! *a+s s!n a(a$n #$an#a#as #%i#! a su %a! *"ci!.
ENTORNO ESPECIFICO: LA AMENAA DE COMPETIDORES POTENCIALES En ( P"90 is una a$*(ia )a$a # *"!#uc!s susiu!s c!$! ( 2hisk0 ( 5!#ka0 ( "!n ( *isc!= (!s cua(s han ni#! un inc"$n! n su c!nsu$! c!$! c!nscuncia # (a 5!(uci,n #( *"3i( as*i"aci!na( # (!s c!nsu$i#!"s0 s! i$*(ica ( su")i$in! # nu5!s c!$*i#!"s 'u *u#an s!%"*asa"(!. Eisn i$*!"ans %a"""as # n"a#a #n"! # (a in#us"ia0 (as cua(s s4n #a#as *!" a) La a$*(ia "# # #is"i%uci,n. b) E( 3u" "c!n!ci$in!. c) La(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 "*"sna una )"an 3!"a(8a *a"a (a $*"sa #n"! # (a in#us"ia ;A*!! As!cia#!s @1<. Dn"! # (as a$na8as0 s *u#n $nci!na" a) L!s ca$%i!s ")u(a!"i!s c!$! $!#i3icaci!ns a( I$*us! S(ci5! a( C!nsu$!. b) Rs"icci!ns a (a *u%(ici#a# ! a (a c!$"cia(i8aci,n0 sin#! %a"""as as!cia#as a(
)!%i"n! # u"n!0 (as cua(s *!#"+an a3ca" a (a in#us"ia c"5c"a.
LA RIALIDAD ENTRE LOS COMPETIDORES ACTUALES S)9n A*!! As!cia#!s ;@1<0 (a 3icincia c!n!$+a # sca(a a(can8a#a *!" Backus n (a in#us"ia0 a "a57s # a) La in)"aci,n 5"ica( # sus *"!cs!s. b) La "4*i#a "s*usa an nu5!s c!$*i#!"s. c) Su 3u" s"a)ia # $a"kin). Hac 'u (!s "su(a#!s ( (i#"a8)! # sus $a"cas0 *"inci*a($n0 C"isa( Pi(sn0 si)an nin#! una *a"ici*aci,n #!$inan n ( *a+s0 3"n a( (+#" $un#ia( A$%5.
PODER DE NEGOCIACIN DE LOS PROEEDORES
Ca% $nci!na" 'u (a $*"sa (!)", inc"$na" (a ca*aci#a# # (!s a($acns *a"a $a"ia(s n :?0 5ian#! as+ (a c!n"aaci,n # a($acns "n!s. Asi$is$!0 Backus susc"i%i, un c!n"a! # *"ci!s c!n#ici!ns # c!$*"a c!n ( Banc! Bi(%a! i8caa A")na"ia S.A. # hasa US @ $i((!ns !"! c!n"a! c!n Mac'ua"i Bank *!" ( $is$! $!n!. Es! c!n ( !%i5! # cu%"i" (as 3(ucuaci!ns n (!s *"ci!s # c!$$!#iis 'u a3can 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 $a(a<0 c!n (!s cua(s ha (!)"a#! *(a8!s # *a)! # hasa 1@ #+as a "a57s # 3ac!"in).
PODER DE NEGOCIACIN DE LOS COMPRADORES E( *!#" n)!cia#!" s4 "(aci!na#! c!n (a #$an#a0 s)9n PCR ;@1<0 (a snsi%i(i#a# # (a #$an#a # c"58a s4 a3ca a 5a"iaci!ns #( in)"s! *" c4*ia # (a *!%(aci,n a( *"ci! 3ina( # (a c"58a. P!" an!0 (a 3i#(i#a# # (!s c!nsu$i#!"s0 u)a un *a*( i$*!"an n ( *!#" # n)!ciaci,n0 (! 'u *(ica (a "(5ancia # (as s"a)ias # 5nas $a"kin) 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+ $ann"0 n un ni5( %a!0 ( *!#" # (!s c!$*"a#!"s 3"n a (a $*"sa.
4.2
ANALISIS INTERNO
ACTIOS Backus in 1 s# *a"a !3icinas a#$inis"ai5as n (a ciu#a# # Li$a / *(anas *"!#uci5as n (as ciu#a#s # Li$a0 Chic(a!0 T"ui((!0 A"'ui*a0 Cusc! Puca((*a. PLANTAS DE PRODUCCIÓN DE BACKUS UBICACI ÓN
CIUDA D
CAPACIDAD DE PRODUCCIÓN EN HECTOLITROS POR AÑO 5´000,000
Ate
Lima
'"t$)e
C*i+la("
1´00,000
Are%$i)a
Are%$i)a
1´00,000
MARCAS Cristal, ilse! Calla", #are!a, C$s%$e&a, 'alta "lar ( 'alta C$s%$e&a Cristal ( ilse! Calla" ( ilse! Tr$-ill". Cristal, ilse! Calla", Are%$i)e&a ( 'alta C$s%$e&a.
o o o
Tr$-ill"
Tr$-ill"
0,000
C$s+"
C$s+"
00,000
$+all)a
$+all)a
00,000
Cristal, ilse! Calla", ( ilse! Tr$-ill". Cristal, C$s%$e&a, 'alta C$s%$e&a, C$s%$e&a Tri/", ilse! Tr$-ill" ( ilse! Calla". Cristal, Sa! $a! ( ilse! Calla".
Materia prima. - $a(a c"5c"a0 (9*u(! Insumos. - (5a#u"a0 a)ua # *!8! Maquinaria y otros. - si(!s0 $!(#!"as0 !(5as # a(i$naci,n0 *ai(as # ac"!
in!i#a%(0 an'us # ac"! in!i#a%( ci(in#"!Fc,nic!s0 (a5a#!"as # %!((as0 ins*c!"s (c",nic!s0 $a'uinas ((na#!"as0 %!((as0 caas0 *a((s0 c.
INANCIAMIENTO
COMERCIAL nas a in#as #is"i%ui#!"as • • • • • •
Anunci!s n (5isi,n P"!*a)an#a $#ian (""!s n (as au!*isas P"!*a)an#a $#ian "a#i! P!s"s *"!$!ci!ns n in#as #is"i%ui#!"as a%"icaci,n # nu5!s $!#(!s # %!((a a%"icaci,n # nu5!s *"!#uc!s ! 5a"iaci!ns
5. ANALISIS ODA 5.1
CO'ONENTES
Fortalezas: •
• • •
A(ian8as s"a)ias c!n $*"sas a($anas *a"a )a"ani8as (a ca(i#a# # (!s *"!#uc!s0 # acu"#! a (!s s4n#a"s in"naci!na(s. Ens! cana( # #is"i%uci,n. A$*(ia ca*aci#a# *"!#uci5a. nic! *"!#uc!" naci!na( # c"58a.
Oportunidades: •
E( c"ci$in! #( $"ca#! in"n!. Rcu*"aci,n #( *!#" a#'uisii5! # (a *!%(aci,n0 "3(a#! n (a
•
*"!cci,n #( *"!#uc! B"u! In"n!. A(ian8as s"a7)icas0 c!n (a $*"sa c"5c"a Ba5a"ia (! cua( ha
•
a#'ui"i#! (a $a!"+a # (as acci!ns # Backus0 (! 'u 5nua($n *!#"+a "a#uci"s n ( a*"!5cha$in! # (as as!ciaci!ns n" a$%as $*"sas. Debilidades: • • • •
Ri5a(i#a# n" acci!nisas. E(5a#a ca")a "i%ua"ia. E(5a#a #*n#ncia #( $"ca#! in"n!. a"iaci,n # sus c"58as n "(aci,n c!n ( a(c!h!( sus sa%!"s.
Amenazas: • • •
In)"s! # *"!#uc!s # c!n"a%an#! *!" (a 3"!n"a su" #( P"9. Ca$%i!s # *!(+icas "i%ua"ias. In)"s! # nu5as $a"cas n ( $"ca#!.
5.2
'ETODOLOGIA
La $!#!(!)+a a ui(i8a" s"4 (a #( an4(isis ODA0 s una h""a$ina *a"a c!n!c" (a siuaci,n "a( n 'u s ncun"a una !")ani8aci,n0 $*"sa ! *"!c!0 *(ana" una s"a)ia # 3uu"!0 sa $!#!(!)+a n!s *"$i #ca" (as 5naas c!$*ii5as # (a $*"sa %a! an4(isis (a s"a)ia )n7"ica a $*(a" *!" (a $is$a 'u $4s ( c!n5n)a n 3unci,n # sus ca"ac"+sicas *"!*ias # (as #( $"ca#! n 'u s $u5. Es an4(isis c!nsa # (!s s)s. *as!s An4(isis E"n!. An4(isis In"n!. C!n3cci,n # (a $a"i8 ODA. D"$inaci,n # (a s"a)ia a $*(a". • • • •
5.
'ATRI3 ODA
Factor! I"tr"o! # Factor! E$tr"o! % 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,
/i+as=
L&!ta ' (orta)*a! F+ Alia!as estrate/ias F2 Ete!s" +a!al 6e
L&!ta ' '&)&'a'! D+ Ri9ali6a6 e!tre
6istri7$+i8! F, Am)lia +a)a+i6a6 )r"6$+ti9a F- :!i+" )r"6$+t"r !a+i"!al 6e +er9ea
a++i"!istas D2 Ele9a6a +ar/a tri7$taria D, Ele9a6a 6e)e!6e!+ia 6el mer+a6" i!ter!" D- ;aria+i8! 6e s$s +er9eas
FO 1Ma$&Ma$&3
DO 1M&"&Ma$&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
Realiar $! a!lisis 6el )r"6$+t" ( e+"!8mi+", +"! el ! a)r"9e+*ar las ")"rt$!i6a6es e! el mer+a6" i!ter!". 1O+4 O24 D,4 D-3
L&!ta ' a5"a*a! A+ I!/res" 6e )r"6$+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$&M&"&3
DA 1M&"&M&"&3
A6e+$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
Realiar $! a!lisis !a!+ier" ( $!a re9isi8! 6e las )"lBti+as tri7$tarias, e!"+!6"!"s e! mer+a6"s eter!"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$" )"u*! c"5c"! #( P"90 c!n *"!cci,n in"naci!na(. Gn"a" ca*aci#a# # "s*usa !*!"una an (!s ca$%i!s #( n!"n!. La "(aci,n c!$"cia( n" (as $*"sas c!"*!"ai5as #% sa%(c"s 'uiai5a$n0 *"i!"i8an#! (a c!$*ii5i#a# # (as $is$as0 %uscan#! "#uci"
(a #*n#ncia # 7sas c!n ( sc!" c"5c"!. P"!#uci" %%i#as n! a(c!h,(icas a(i$n!s0 a(can8a#! *!sici!ns # (i#"a8)!. P"!cu"a" (a Ca(i#a# T!a( a !#! ni5( *"s!nas0 *"!cs!s0 *"!#uc!s s"5ici!s. Dsa""!((a" $ann" (a i$a)n # una C!"*!"aci,n (+#" $!#"na n (
P"9. C"ci$in! # (as #i5"sas $a"cas # c"58a 'u ha #sa""!((a#! *a"a
#isin!s $"ca#!s #sa""!((! # nu5!s *"!#uc!s. C!$*ii5i#a# (i#"a8)! n c!s!s n !#!s (!s ni5(s # (a *"!#ucci,n. Dsa""!((! s!sni%( n ( i$*!. Nu5! $!#(! # s"5ici! ( cua( %usca (a !*i$i8aci,n #( *"!cs! # #is"i%uci,n c!$"cia(i8aci,n.
.2. O#ETI;OS ESTRATEGICOS ESECIICOS S!n !%i5!s # $#ian! *(a8! 'u c!n"i%ui"4n a( (!)"! #( !%i5! s"a7)ic! )n"a(.
Dsa""!((a" (a ca(i3icaci,n %insa" #( *"s!na( n !#!s (!s ni5(s ;c(i$a
(a%!"a(< Inc"$na" ( 5a(!" #( *a"i$!ni! # (!s acci!nisas !!")a" #i5i#n#!s
anua(s. A#$inis"a" (as $*"sas c!n !%i5!s c!$uns. Su*"5isa" ( #sa""!((! c!$*!"a$in! !")ani8aci!na( # (a $*"sa. Dsa""!((a" una %una s"a)ia # Ma"kin).
I$*($na" $!#!(!)+as # *"!#uci5i#a# (a%!"a( *a"a !*i$i8a" (as (+nas #
*"!#ucci,n0 "#ucin#! c!s!s i$*!s. Dsa""!((a" s"a)ias 'u *"!cu"n as)u"a" (a ca(i#a# !a( # (!s *"!#uc!s. Ra(i8a" un an4(isis 3inanci"! c!n,$ic! # !#!s (!s *"!cs!s !
"ansacci!ns "a(i8a#as n (a $*"sa.
. ACCIONES ESTRATEGICAS .1. ACCIONES ESTRATEGICAS ER'ANENTES S!n a'u((as 'u c!ncu""n n (a !*"ai5i#a# $anni$in! # (!s s"5ici!s isns.
Di5"si3ica"s hacia ( $"ca#! # %%i#as n! a(c!h,(icas c!$! u)!s "3"sc!s. La $*"sa cuna acua($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"isa(ina A)uan T,nica Backus O"as Ma(in P!2"
L!)"a" a(ian8as s"a7)icas c!n )"an#s c"5c"as $un#ia(s0 a 3in # $%!((a" #is"i%ui" c"58as "an"as0 *a"a !3"c"(as n ( $"ca#! (!ca(=
(a cua( *"$ii"4 an#" 3uu"!s c"ci$in!s. M!"a" su ca*aci#a# # *"!#ucci,n # acu"#! c!n s4n#a"s # ca(i#a# in"naci!na(0 c!n (a 3ina(i#a# # )ana" *!sici!na$in!0 *a"a ((! u5! 'u
in5"i" n 'ui*! cn!(!)+a # *una. P!sici!na" $a"cas n $"ca#!s (ain!a$"ican!s #( $un#!0 n a'u((!s
s)$n!s #!n# san $n!s 5u(n"a%(s. Es"a)ia # a#'uisici,n # c!$*i#!"s (u)! # una $a"ca#a )u""a # *"ci!s0 $!"a$in! # *"!cs!s i$*($naci,n # *"!)"a$as # "#ucci,n # c!s!s.
.2. ACCIONES ESTRATEGICAS TE'ORALES
S!n acci!ns 'u s cuan *a"a (a c"aci,n0 a$*(iaci,n ! $!#"ni8aci,n # (a *"!#ucci,n # %ins s"5ici!s.
E*an#i" (as *!"aci!ns0 *"inci*a($n a ni5( (ain!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"5c"+as "an"as # !"#n ")i!na( ;*'u6as $#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$in! # su $a"ca n ( $"ca#!. Dsa""!((! # cana(s # #is"i%uci,n a ni5( naci!na(. n3asis a una c!nsan inn!5aci,n *a"a sais3ac" ( )us! # (!s c!nsu$i#!"s n $"ca#!s ca#a 58 $4s i)ns.
F. CONCLUSIONES RECO'ENDACIONES
