Browsing by Author "GUERRA GUERRERO, ANDRES IGNACIO"
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Thesis ANALISIS ESTRATEGICO PARA LA CREACION DE UNA EMPRESA DE SERVICIOS DE ENERGIA DE TELECOMUNICACIONES.(2009-09) GUERRA GUERRERO, ANDRES IGNACIO; GUERRA GUERRERO, ANDRES IGNACIO; Universidad Técnica Federico Santa María. Departamento de Industrias; HORLACHER, ALBERTO (Profesor(a) Guía); OSORIO ZELADA, HUGO ANTONIO (Profesor(a) Correferente)This work considers the strategic analysis of a Company with over 40 years of presence in the Chilean market for telecommunications and especially oriented to define the development of its Engineering Area to become a new line business. This Main Company employs about 70 people (half corresponds to engineers) and with a 25 millions of dollars sales per year. The Business Areas are dedicated to technologic integration and solutions based on represented products. Inside the organization, the Engineering Area is responsible for implementing projects and solutions sold by the Commercial Areas playing a supporting role for the commercial areas, limiting their possibilities and market. The telecommunication’s market in which the Main Company operates is characterized by a large development and specialization and competitiveness. These features have been prices to fit down and margins decrease. This pushed by a market which seeks the lower costs. The products belong to brands with great prestige and tradition in the industry, but with low competitive cost which makes losing position. Clients do not consider that the experience, guarantee, seriousness, etc. add value to the product. In this scenario, generates an opportunity to open a new line of business where will be possible take advantage of the Area of Engineering capabilities to develop services of telecommunications together with market power and the brand of the Main Company used to leveraging this initiative. The transformation is defined as a strategic objective of the Area of Engineering in order to acting independently of the Main Company and its commercial areas. Through the strategic management model develops analysis and define the objectives for the transformation of the current Area of Engineering in a new company, capable of acting independently. At the same time, takes advantage of the position of market, brand, tradition and existing contacts as a factor of leverage in the creation and expansion of the market for this new business. As result of the analysis, was defined the strategic position of the organization based on your commercial environment, resources and abilities. Has developed a strategy for development through the design and structure of resources along with analyze and define the people’s positions and responsibilities for the fulfillment of the objectives of the new line of business. Currently, the Main Company provides only engineering services when they are associated to the sale of their represented equipment. Now, according to the strategic definition, the New Company will focus on the opening of markets for engineering and in position as provider of services, differentiating it services of professionalism, flexibility and long term relationships with clients. The new Area of Engineering development will not affect the support to the Commercial Areas. Shareholders defined the development of the Area of Engineering as a strategic objective. Are currently developing changes to the structure of human resources and also works in the implementation a quality management system ISO9001 along with changes in structure legal and property. From the perspective of the business and as analysis result, increase in sales of services is expected, generated by increases in demand due to the entry of new actors to the market of mobile telephony and news projects for generating and transport of electricity.
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