1. Formulación y Evaluaciónd de Proyectos de Inversión

8/16/2019 1. Formulación y Evaluaciónd de Proyectos de Inversión

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FORMULACIÓN YEVALUACIÓN DE

PROYECTOS DEINVERSIÓN

Grecia Alarcón – grecia.alarcn.!"g#ail.c#


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Prgra#a

S+6i- al%i%(e#a


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O6>e(i,% ' re%+l(a-%

O6>e(i, General C#!ren-er; anali?ar ' !re-ecir el c#!r(a#ien( ecnó#ic; /nancier -e

l% !r'ec(% #iner – #e(al)rgic% Pri#er 6>e(i, -el c+r% O6>e(i,% E%!ec/c%Re%+l(a-%

Re%l,er !r6le#a% relacina-% cn el ,alr -el -iner a (ra,4% -el (ie#!.

A!licar l% #4(-% ' cri(eri% -e la ingeniera ecnó#ica !ara (#ar-eci%ine% -e in,er%ión. Reali?ar la e,al+ación ecnó#ica -e +na in,er%ión. Di%cri#inar la% #e>re% !r(+ni-a-e% -e in,er%ión ' -e(er#inar l% $ac(re%

@+e !+e-en a$ec(ar cn(ri6+ir a ella. C#!e(encia%

In(egración al (ra6a> -e gr+!% U% crrec( -e la e!re%ión ral ' e%cri(a B6i( !er#anen(e -e e%(+-i Ca!aci-a- -e c#!ren%ión -e l% cnce!(% ecnó#ic% Ca!aci-a- -e anli%i% -el -i%e -e !rce%% ' e,al+ación -e 4%(%


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O6>e(i,% ' re%+l(a-%

Ba6ili-a-e% Dirigir e@+i!% -e (ra6a> C#!ren%ión -e ar(c+l% en ingl4%

Valre% Cn%i-erar la cali-a- -e %ere% :+#an% -e %+%!are%; -e %+% %+6r-ina-% ' -e %+% %+!erire%

Cn%i-erar @+e %+ en(rn %ie#!re l e%(e,al+an-

Ac(i(+-e% Di%!%ición a (ra6a>ar en e@+i!% Di%!%ición a a%i#ilar e!eriencia% -e (ercer%.


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Agen-a

In(r-+cción C#!r(a#ien( -el Merca- E%(+-i T4cnic E%(+-i Ecnó#ic E,al+ación


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Cnce!(% In(r-+c(ri%


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In(r-+cción

+4 e% $r#+lar ' e,al+ar +n !r'ec( Para @+4 e,al+ar !r'ec(% +4 e% +n !r'ec(


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In(r-+cción

Pr'ec( I-ea -e ca#6i en la a%ignación ac(+al -e

rec+r%% @+e %ig+e +n 6>e(i, ' @+e

genera 6ene/ci% ' c%(% c+ali(a(i,%;(an( al reali?a-% -el !r'ec( c# a(ercer%.

La generación -e +n !r'ec( g+ar-a

relación cn la i-en(i/cación -e +na!r(+ni-a- @+e !arcial#en(e !+e-ea%ignar #e>r l% rec+r%% -i%!ni6le%


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In(r-+cción

Pr'ec(%

De!en-ien(e%

In-e!en-ien(e%

M+(+a#en(eecl+'en(e%


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In(r-+cción

E(a!a%

I-ea

Prein,er%ión

In,er%ión

O!eración


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In(r-+cción

• M-el @+e $acili(a lac#!ren%ión -el c#!r(a#ien(%i#!li/ca- -e la reali-a-; !r l@+e l% re%+l(a-% 6(eni-%

%ien- )(ile% en el !rce%-eci%inal; n %n eac(%.• Prce% -e generación -e

in$r#ación @+e %ir,a -e a!' a

la ac(i,i-a- gerencial.

Fr#+lación ' E,al+ación-e Pr'ec(%


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In(r-+cción

E(a!a%

I-ea

Prein,er%ión

Per/l

Pre$ac(i6ili-a-

Fac(i6ili-a-In,er%ión

O!eración

Del !r'ec(

De la e,al+ación


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In(r-+cción

Ti!lga-e

!r'ec(%

Seg)n la/nali-a-

-el e%(+-i

Ren(a6ili-a- -el

!r'ec(

Ren(a6ili-a- -el

in,er%ini%(a

Ca!aci-a--e !ag

Seg)n el6>e( -e la

in,er%ión

Creación -en+e,

negci

Pr'ec( -e#-erni?ac

ión

O+(%+rcing

In(ernali?ación Ree#!la? A#!liación A6an-n


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In(r-+cción

• E % ( + - i % ! a r a # e - i r l a r e n ( a 6 i l i - a - - e l a i n , e r % i ó n ; i n - e ! e n - i e n ( e # e n ( e - e - ó n - e ! r , e n g a n l % $ n - %

Pr'ec(

• E % ( + - i % ! a r a # e - i r l a r e n ( a 6 i l i - a - - e l % r e c + r % % ! r ! i % i n , e r ( i - % e n l e ! r ' e c ( In,er%ini

%(a

• E % ( + - i % ! a r a # e - i r l a c a ! a c i - a - - e l ! r ! i ! r ' e c ( ! a r a e n $ r e n ( a r l % c # ! r # i % % - e ! a g a % + # i - % e n + n e , e n ( + a l e n - e + - a # i e n ( ! a r a % + r e a l i ? a c i ó n .

Pag

Seg)n la /nali-a-


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In(r-+cción

• F r # + l a c i ó n •

T - % l % c % ( % ' 6 e n e / c i % - e 6 e n % e r

c n % i - e r a - % e n e l a n C l i % i % .Creación

-e n+e,%negci%

• E , a l + a c i ó n • S e r e @ + i e r e c # ! a r a r e l 6 e n e / c i n e ( e n ( r e l a

% i ( + a c i ó n 6 a % e ; l a % i ( + a c i ó n a c ( + a l ! ( i # a - a ' l a % i ( + a c i ó n c n ! r ' e c ( .

•

D e 6 e n i n c l + i r % e a @ + e l l % c % ( % @ + e % n

r e l e , a n ( e % ! a r a l a c # ! a r a c i ó n

M-i/cación

Seg)n el O6>e(


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In(r-+cción

Anli%i% -eSen%i6ili-a

-

E%(i#acine%


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In(r-+cción


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In(r-+cción


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In(r-+cción

E%(+-i% T4cnic

De(er#inar %i e% !%i6le; $%ica#en(e #a(erial#en(e H:acer +n!r'ec(. E%(a -e(er#inación la reali?an e!er(% -el rea.

Legal De(er#inar (an( la inei%(encia -e (ra6a% legale% !ara la

in%(alación ' !eración nr#al -el !r'ec( c# la $al(a -e nr#a%in(erna% -e la e#!re%a.

Ecnó#ic De/nir; #e-ian(e la c#!aración -e l% 6ene/ci% ' c%(%

e%(i#a-%; %i e% ren(a6le la in,er%ión @+e -e#an-a %+i#!le#en(ación. A#6ien(al

De(er#inar el i#!ac( @+e la i#!le#en(ación -el !r'ec( (en-ra%6re la% ,aria6le% -el en(rn a#6ien(al.


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In(r-+cción

De/nición 'Cn/g+ración -elPr'ec(

Cn(a6ili-a-E%(i#acine%Fl+> -e ca>a

Anli%i% -eSen%i6ili-a-Deci%ión


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In(r-+cción

P%i6le $raca% I#!%i6ili-a- -e !re-icción !er$ec(a @+e

-e6e in(en(ar :acer el e,al+a-r %6re

ca-a +n -e l% c#!nen(e% -e %+%6ene/ci% ' c%(% La n !ar(ici!ación -el e,al+a-r en la

a-#ini%(ración -el !r'ec(

Errre% cnce!(+ale% en @+e inc+rrenalg+n% e,al+a-re%; 'a %ea !r-e%cnci#ien( (eóric !r cn%i-erar%l alg+na% !cine% #e(-lógica%.


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In(r-+cción

E%(r+c(+ra -e +n In$r#e Pre!aración

An(ece-en(e% Generale% E%(+-i -e Merca- Diagnó%(ic O!(i#i?ación -e la %i(+ación inicial Generación -e al(erna(i,a% Pre%elección -e al(erna(i,a%

E,al+ación E%(i#ación -e 6ene/ci% ' c%(% Calc+l -e in-ica-re% Financia#ien(


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Marc ecnó#ic ' !re-ic(i,• Cnce!(% ecnó#ic% 6%ic% !ara el anli%i% -e

in,er%ine%• E%(+-i -e #erca-• T4cnica% -e !re-icción !ara anli%i% ecnó#ic%

C#!r(a#ien( -el#erca-

C#!r(a#ien( -el Merca-


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C#!r(a#ien( -el Merca-2. Cnce!(% ecnó#ic% 6%ic% !ara el anli%i%-e in,er%ine%

C#!r(a#ien( -e la -e#an-a De#an-a -e #erca-& 6)%@+e-a -e

%a(i%$ac(re% -e +n re@+eri#ien(

nece%i-a- @+e reali?an l% cn%+#i-re%.

! J a – 6 K D !& !reci -e ,en(a a& in(er%ección e>e ' 6& !en-ien(e D& can(i-a- -e#an-a-a



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C#!r(a#ien( -e la -e#an-a Fac(re% @+e a$ec(an el c#!r(a#ien( -e

la -e#an-a

Ingre% -e l% cn%+#i-re% Can(i-a- -e cn%+#i-re% Preci -e l% 6iene% c#!le#en(ari% Preci -e l% 6iene% %+%(i(+(%

G+%(% ' !re$erencia% e!ec(a(i,a%



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C#!r(a#ien( -e la -e#an-a Ela%(ici-a-& e%(i#a-r -e c+n( ca#6ia la

can(i-a- -e#an-a-a c+an- %e #-i/ca

+n -e l% $ac(re% #encina-%.



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C#!r(a#ien( -e la $er(a O$er(a -e #erca-& 6iene% %er,ici% @+e

l% !r-+c(re% li6re#en(e -e%ean $er(ar

!ara re%!n-er a la -e#an-a.



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E%(r+c(+ra% -e #erca- E@+ili6ri c#!e(i(i, Mn!li& +n %l !r,ee-r

Mn!%ni& +n %l clien(e *+eg% C!era(i,% Cl+%ión N c!eración

Olig!li& !c% ,en-e-re% M-el -e la Fir#a D#inan(e C#!e(encia Mn!l(ica& ca-a e#!re%a cnce

%+ -e#an-a


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C#!r(a#ien( -el Merca-3. E%(+-i -e Merca-

i - l -


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Mi%ión -el Negci

Anli%i%

In(ernAnli%i%E(ern

Fr#+lación -e laE%(ra(egia -el

NegciPrgra#acióne%(ra(4gica

Pre%+!+e%( 'Cn(rl -e Ge%(ión

C i - l M -


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C ( i ( - l M -


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Di%(ri6+i-r

1 $+er?a% -ePr(er

Anli%i%e(ern

In(en%i-a- -e lari,ali-a-

A#ena?a -e l%n+e,%

!ar(ici!an(e%

A#ena?a -e

%+%(i(+(%

P-er -eNegciación -e l%

!r,ee-re%

P-er -e

Negciación -e l%c#!ra-re%

C ( i ( - l M -


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Anli%i%e(ern


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Rivalidad entrecompetidores Cncen(ración Creci#ien( -e la in-+%(ria Fracción -e c%(% />% -e

al#acena>e en c%( ((al Di$erenciación -e !r-+c(% Incre#en(% -e ca!aci-a-

in(er#i(en(e% arrera% a la %ali-a E%!eciali?ación -e ac(i,% C%(% -e %ali-a !r +na ,e? Relacine% e%(ra(4gica% cn (r%

negci% arrera% e#cinale% Re%(riccine% g+6erna#en(ale% '

%ciale%

Poder de los Proveedores

N)#er -e !r,ee-re%i#!r(an(e% ' cncen(raciónrela(i,a

Di%!ni6ili-a- -e %+%(i(+(% !ara lain-+%(ria

C%( -e ca#6i -e !r,ee-re% A#ena?a -e in(egración :acia a(r%

-e l% c#!e(i-re% A#ena?a -e in(egración :acia

-elan(e -e l% !r,ee-re% Cn(ri6+ción -e l% in%+#% a la

cali-a- -e l% c#!e(i-re%

C%( ((al -e l% c#!e(i-re%cn(ri6+i- !r l% !r,ee-re% I#!r(ancia -e la in-+%(ria !ara l%

6ene/ci% ne(% -e l% !r,ee-re% Cn-icine% -e cr4-i(; !l(ica% -e

-e%c+en(

Anli%i%e(ern


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Poder de los Compradores N)#er -e c#!ra-re% ' %+

cncen(ración rela(i,a Di%!ni6ili-a- -e %+%(i(+(% !ara l%

c#!ra-re% Ei%(encia -e c%( -e ca#6i -e l%

c#!ra-re% A#ena?a -e l% c#!ra-re% -e

in(egración :acia a(r% A#ena?a -e la in-+%(ria -e

in(egración :acia a-elan(e Cn(ri6+ción -e la in-+%(ria a la

cali-a-Sa(i%$acción -e l%

c#!ra-re% C%( ((al -e l% c#!ra-re%cn(ri6+i- !r la in-+%(ria

I#!r(ancia -e l% c#!ra-re%!ara l% 6ene/ci% ne(% -e lain-+%(ria.

Amenaza de Sustitutos

Di%!ni6ili-a- -e%+%(i(+(% cercan%

C%( -e ca#6i a

%+%(i(+(% !ara l%c#!ra-re%

Agre%i,i-a- 'ren(a6ili-a- -el

!r-+c(r -el%+%(i(+( Valr0!reci -el

%+%(i(+(

Anli%i%e(ern


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Amenaza de Nuevosparticipantes arrera% -e en(ra-a

Ecn#a% -e e%cala Di$erenciación -e !r-+c(% I-en(i/cación -e #arca C%( -e ca#6i -e l%

c#!ra-re% Acce% a canale% -e

-i%(ri6+ción

Re@+eri#ien( -e ca!i(al Acce% a (ecnlga E!eriencia ' e$ec(% -el

a!ren-i?a>e

Amenaza de Nuevos participantes

Accine% -el g6iern Pr(ección a la in-+%(ria Reg+lación -e la

in-+%(ria Cn%i%(encia -e !l(ica% M,i#ien( -e ca!i(al

en(re !a%e% Pl(ica% (ri6+(aria%

Pl(ica% ca#6iaria Pr!ie-a- e(ran>era S+6%i-i% ' a'+-a a

in-+%(ria%

Anli%i%e(ern


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Barreras de salida

a>a% Al(a%

arrera%-e

en(ra-a

Al(a%

Ren(a6ili-a-al(a ' e%(a6le

Ren(a6ili-a-al(a; !er

!r6a6le#en(eine%(a6le

a>a% Ren(a6ili-a-6a>a ' e%(a6le

Ren(a6ili-a-

6a>a; !er!r6a6le#en(eine%(a6le

Anli%i%e(ern


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C#en(ari% N (-a% la% $+er?a% %n ig+al#en(e i#!r(an(e% N (-% l% $ac(re% %n ig+al#en(e i#!r(an(e% N (-% l% $ac(re% e%(n en la li%(a 7%n +na g+a8

N e% +n anli%i% #ecanici%(a; %in @+e anal(ic cnce!(+al La e%(r+c(+ra -e la in-+%(ria e% -in#ica. N %ól :a' @+e

6%er,ar la e%(r+c(+ra ac(+al; %in @+e (a#6i4n la%(en-encia% $+(+ra% #% !r6a6le%

El #-el -e Pr(er !re%en(a a la in-+%(ria c# +n ca#!

-e 6a(alla >+eg -e !-er. Per n %ól %e -e6e %a6erc+an- c#!e(ir; %in @+e (a#6i4n c+an- c!eraralian?a% e%(ra(4gica% e in(eracción en(re /r#a%.

Anli%i%e(ern


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li i


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Anli%i%in(ern

MargenO!eracin

al

In$rae%(r+c(+ra -e la

/r#aMane> -e Rec+r%%B+#an%De%arrll -e(ecnlga

A-@+i%icine%

Lg%(ica -e

en(ra-a

O!eracine

%

Lg%(ica -e

%ali-a

Mare(ing '

,en(a%

Ca-ena -e ,alr

Ac(i,i-a-e%

!ri#aria%

Ac(i,i-a-e% -ea!'

P%(,en(a

C#!r(a#ien( -el Merca- A li i


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Ac(i,i-a-e% !rinci!ale% Lg%(ica -e en(ra-a& rece!ción al#acena>e; #ane> -e

#a(eriale%; 6-ega>e; cn(rl -e in,en(ari; !rgra#ación -e,e:c+l% ' -e,l+ción a !r,ee-re%

O!eracine%& (ran%$r#ación -e l% in%+#% en el!r-+c(Ser,ici /nal. Pr-+cción; e#6ala>e; #n(a>e;#an(eni#ien(; cn(rl -e cali-a-; ree#!la? -e e@+i!%

Lg%(ica -e %ali-a& -i%(ri6+ción -el !r-+c( (er#ina-;al#acena>e -e !r-+c(% (er#ina-%; !eración -e ,e:c+l%-e -e%!ac:; !rce%a#ien( ' !rgra#ación -e !e-i-%.

Mare(ing ' ,en(a%& in-+cir ' $acili(ar el !rce%% -e c#!raa l% clien(e%. Di%e -e !r-+c(; %elección ' relación cncanale% -e -i%(ri6+ción; -e(er#inación -e !reci%; a!'!+6lici(ari; c(i?acine%; !l(ica -e -e%c+en( ' -e%!ac:.

Anli%i%in(ern

C#!r(a#ien( -el Merca- E ( ( i


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E%(ra(egia

C#!r(a#ien( -el Merca- E ( ( i


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E%(ra(egia

Puntos clave dentro de una estrategia A#!li(+- -e lnea -e !r-+c( I-en(i/cación -e #arca En$@+e -e #are(ing Selección -e canale% Cali-a- -e !r-+c(% Li-era?g (ecnlógic Gra- -e in(egración ,er(ical P%ición -e c%(% Ser,ici Pl(ica -e !reci% Rie%g !eracinal E%(r+c(+ra -e /nancia#ien( Relacine% cn el g6iern


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Prói#a cla%e

Mare(ing Pre%en(ación -e (ercer%


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Plan -e Mare(ing

Pl - M (i


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Plan -e Mare(ingCnce!(%

M (i


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Mare(ingPrce%

M (i


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Mare(ingPrce%

a8 Ten-encia% -el #e-i e(ern• Sec+encia -e %+ce%% en +na

-irección @+e (ienen -+ra6ili-a- -el#e-i a#6ien(e e(ern

• La% (en-encia% %e agr+!an en $+er?a%!rinci!ale%

• De#gr/ca%• Ecnó#ica%• Na(+rale%• Tecnlógica%• Pl(ica%• C+l(+rale%

a8 Ten-encia% -el#e-i e(ern

68 Carac(er%(ica%-el cn%+#i-r

c8 Prce% -e-eci%ión -e

c#!ra

M (i


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Mare(ingPrce%

68 Carac(er%(ica% -el cn%+#i-r• De%e%; !erce!cine%; !re$erencia% '

cn-+c(a%.• Fac(re% c+l(+rale%• Fac(re% %ciale%• Fac(re% !er%nale%• Fac(re% !%iclógic% 7Ma%l8




c#!ra

M (i


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Mare(ingPrce%

• *erar@+a -e nece%i-a-e% -e Ma%l7#(i,ación8




c#!ra

M (i


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Mare(ingPrce%

c8 Prce% -e -eci%ión -e c#!ra• Per%na%& inicia-r; in+'en(e; -eci%r;

c#!ra-r; +%ari.• Ti!% -e cn-+c(a %eg)n el

in,l+cra#ien( -el cn%+#i-r '-i$erenciación -e #arca%

Altoinvolucramiento

Bajoinvolucramiento

Diferenciación

signicativa

Cn-+c(a -e

c#!ra c#!le>a7a+(%; ca%a%; U8

Cn-+c(a -e

c#!ra @+e6+%ca -i,er%i-a-7C:cla(e%;galle(a%8

Diferenciación

pocosgnicativa

Cn-+c(a @+e

re-+ce-i%nancia

Cn-+c(a -e

c#!ra :a6i(+al7Ser,ille(a%; %al8


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Mare(ing


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Mare(ingPrce%

c8 Prce% -e -eci%ión -e c#!ra• Recnci#ien( -e la nece%i-a-• )%@+e-a -e in$r#ación• E,al+ación -e al(erna(i,a%• Deci%ión -e c#!ra• Cn-+c(a !%(erir a la c#!raa8 Ten-encia% -el

#e-i e(ern68 Carac(er%(ica%

-el cn%+#i-rc8 Prce% -e

-eci%ión -e

c#!ra

Mare(ing


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Mare(ingPrce%

Seg#en(ación-e #erca- '%elección -e%eg#en(

>e(i,

Seg#en(ación&• Gegr/ca• De#gr/ca• P%icgr/ca• De cn-+c(a

E,al+ación• Ta#a ' creci#ien( -el #erca-• Ren(a6ili-a- ac(+al ' $+(+ra -el %eg#en(• O6>e(i,% ' rec+r%% -e la c#!aa

Mare(ing


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Mare(ingPrce%

Seg#en(ación-e #erca- '%elección -e%eg#en(

>e(i,

Selección• Cncen(ración en %eg#en( ' !r-+c( )nic

• Vlagen en a+(% !e@+e%• E%!eciali?ación %elec(i,a en !r-+c(0#erca-%

• Vl,; a+(% -e l+> !ara gr+!% al(% ingre%%; ca#ine%!ara e#!re%a%

• E%!eciali?ación en el #erca-• Tien-a% e%!eciali?a-a% !ara 6e64%

• E%!eciali?ación en el !r-+c(• C#6+%(i6le% #inerale% S:ell !ara -i$eren(e% #e-i% -e

(ran%!r(e• C6er(+ra a#!lia en l% %eg#en(% ' !r-+c(%

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1. Formulación y Evaluaciónd de Proyectos de Inversión

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