Diversificación: estrategia para el desempeño financiero de una empresa de servicio eléctrico periodo 2016-2018. Estudio de caso
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Fecha
2019
Autores
De la Ossa Mendoza, Aura Clariza
Saavedra Ahumada, David Steven
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El caso tuvo como objetivo analizar la situación actual de la compañía en mención, haciendo uso de la identificación, tanto del problema como de las posibles alternativas de solución, la determinación de la viabilidad de esas alternativas y la proposición de solución mediante la elaboración de un plan de acción, esto, posterior a la elección de una alternativa principal de solución a la problemática de la compañía.
La problemática contempla la pérdida de clientes en los periodos 2016-2018 y como esto ha afectado el desempeño financiero tomando en cuenta para esto informes financieros y de gestión de la compañía, a su vez, como a través de distintas alternativas puede solucionarse este fenómeno. Esta propuesta nace del planteamiento realizado por Gómez y Bautista (2010) quienes plantean utilizar a favor la información que se tiene de la organización para generar nuevos desarrollos que restauren el poder y la posición competitiva de la compañía frente a sus competidores
Dentro de las soluciones ilustradas se considera el conocimiento del mercado real de la compañía para así proyectarse de una mejor manera dentro de su sector, la concentración de negocios, la diversificación en productos y servicios que resulten atractivos para los clientes; además de la reducción de precios y la ampliación de fuerza comercial.
El plan de acción establecido dicta las bases de la diversificación a la cual debe someterse la compañía para no perder terreno en cuanto a sus clientes y a los ingresos percibidos se refiere.
Es por esto, que la incursión de nuevas unidades de negocio, que amplíen el portafolio de productos y servicios es el norte para la prestación de un servicio integral, lo cual devolvería a la compañía su participación en el mercado con los clientes, incrementado y optimizando su desempeño financiero basado en la diversificación.
The objective of the case was to analyze the current situation of the company in question, making use of the identification, both of the problem and of the possible alternative solutions, the determination of the viability of these alternatives and the proposed solution through the elaboration of a action plan, this, after choosing a main alternative solution to the company's problems. The problem includes the loss of customers in the periods 2016-2018 and how this has affected the financial performance taking into account for this financial and management reports of the company, in turn, how this phenomenon can be solved through different alternatives. This proposal stems from the approach made by Gómez and Bautista (2010) who propose to use the information available to the organization to generate new developments that restore the company's power and competitive position vis-à-vis its competitors. Within the illustrated solutions, the knowledge of the real market of the company is considered in order to project in a better way within its sector, business concentration, diversification in products and services that are attractive to customers; in addition to the reduction of prices and the expansion of commercial force. The established action plan dictates the bases of the diversification to which the company must submit in order not to lose ground in terms of its clients and the income received. That is why, the incursion of new business units, which expand the portfolio of products and services is the north for the provision of a comprehensive service who returns to the company its market share with customers, increasing and optimizing its performance Financial based on diversification.
The objective of the case was to analyze the current situation of the company in question, making use of the identification, both of the problem and of the possible alternative solutions, the determination of the viability of these alternatives and the proposed solution through the elaboration of a action plan, this, after choosing a main alternative solution to the company's problems. The problem includes the loss of customers in the periods 2016-2018 and how this has affected the financial performance taking into account for this financial and management reports of the company, in turn, how this phenomenon can be solved through different alternatives. This proposal stems from the approach made by Gómez and Bautista (2010) who propose to use the information available to the organization to generate new developments that restore the company's power and competitive position vis-à-vis its competitors. Within the illustrated solutions, the knowledge of the real market of the company is considered in order to project in a better way within its sector, business concentration, diversification in products and services that are attractive to customers; in addition to the reduction of prices and the expansion of commercial force. The established action plan dictates the bases of the diversification to which the company must submit in order not to lose ground in terms of its clients and the income received. That is why, the incursion of new business units, which expand the portfolio of products and services is the north for the provision of a comprehensive service who returns to the company its market share with customers, increasing and optimizing its performance Financial based on diversification.
Descripción
Palabras clave
Desempeño Financiero, Diversificación, Desarrollo organizacional, Inteligencia de negocios, Business intelligence, Diversification, Financial behavior, Organizational development