Publication: APLICACIONES DE COGENERACIÓN COMO PROPUESTA DE VALOR EN EL NEGOCIO DE DISTRIBUCIÓN DE COMBUSTIBLES LÍQUIDOS
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Date
2012-08
Authors
FERNÁNDEZ MILLA, RICARDO
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Abstract
El presente trabajo de tesis corresponde a un estudio de un modelo de
negocio de integración vertical de una empresa distribuidora de
combustible, que utiliza aplicaciones de cogeneración como propuesta de
valor para entregar el servicio de venta de energía eléctrica y térmica.
En el capítulo de Marco General, se revisa el escenario energético chileno,
con su actual oferta y demanda, sus proyecciones de crecimiento. Luego,
se introduce el desafío energético de país, en temas de eficiencia
energética, de mantener las actuales tasas de crecimiento y de proveer la
energía suficiente para el desarrollo de nuevos proyecto, en especial en el
sector minero. Todo esto, enmarca la oportunidad que existe para
proponer alternativas atractivas al mercado en términos de solución
energética. También, se revisa los temas normativos y regulatorios de la
Cogeneración, para terminar con una reseña de la Industria de
Distribución de Combustibles Líquidos, destacando el mercado industrial y
el sentido que existe por diferenciarse.
En el capítulo de Marco Técnico, se revisan los temas referentes a
Cogeneración, su significado, ventajas, desventajas y aplicaciones. Luego
se plantean las tecnologías disponibles para realizar Cogeneración y sus
usos más comunes. También los combustibles usados en estas
tecnologías. Se concluye implementar el modelo con tecnología Motores
de Combustión Interna, debido a la amplia gama de potencias disponibles,
que existen variedad de proveedores y soporte técnico, además de ser
una tecnología de gran versatilidad, con capacidad de adaptarse
fácilmente al requerimiento energético.
En el capítulo de Modelo de Negocio, se centra en el detalle de la
propuesta, ya concluido que existe potencial para capturar valor y cuál es
la mejor tecnología a aplicar, se analiza el modelo mediante análisis FODA
y PORTER, se definen la estrategia de comercialización en tres etapas.
Una primera, de Venta de Energía, en segundo lugar de Aplicaciones de
Cogeneración y por ultimo de Combinación con ERNC. En el modelo de
negocio, mediante la herramienta Canvas, se logra identificar claramente
el bloque de clientes, aquellos que se autogeneran energía eléctrica o
dispuestos a autogenerarse; la propuesta de valor, solución integral
energética; los canales de comunicación para transmitir la propuesta de
valor; la relación con clientes; flujos de ingresos; los recursos claves;
actividades claves; red de partners y la estructura de costos.
Por último, las conclusiones del estudio, en la cuales se destacan:
“La política nacional está haciendo esfuerzos en promover el desarrollo
energético eficiente y es aquí donde las tecnologías de cogeneración
presentan una alternativa idónea a la generación convencional de
energía”.
“Que la propuesta de valor planteada en este estudio se vuelve una
alternativa confiable para el suministro energético de gran parte de los
proyectos mineros”.
“Aparte de la captura de valor, la solución promueve las relaciones de
largo plazo con clientes y también la sustentabilidad del negocio,
siguiendo el camino de la eficiencia energética”.
This thesis corresponds to a study of a business model of vertical integration of a fuel distribution company that uses cogeneration applications as a value proposition to deliver service to sell electricity and heat. General framework reviews the Chilean energy scenario, with its current supply and demand, its growth projections. Then, we introduce the country's energy challenge in: energy efficiency issues, to maintain current growth rates and to provide sufficient energy to the development of new project, especially in the mining sector. This define the opportunity that exists to propose attractive alternatives to the market in terms of energy solution. Also, review the policy and regulatory issues of Cogeneration, ending with a review of the industry distribution of liquid fuels, highlighting the industrial market and the explanation of the differentiation strategy. The technical chapter reviews issues related to cogeneration, its meaning, advantages, disadvantages and applications. Then explains Cogeneration technologies available, their most common uses and describes the fuels that are used in these technologies. Finally it concludes to implement the model with Internal Combustion Engines technology, due to the wide range of powers available, existing variety of suppliers and technical support, in addition to being a versatile technology, easily capable of adapting to energy requirement. Based on the conclusions of the technical chapter, the Business Model focuses on the detail of the proposal, the model is analyzed through SWOT analysis and PORTER, and defines marketing strategy of three stages. The first stage, Energy sales, the second is cogeneration applications and finally Combination with NCRE (Non-Conventional Renewable Energy). The business model, using the Canvas tool, is able to identify clearly the block of customers, those who are self-power or willing to self-generate, the value proposition, energy solution, the communication channels to convey the value proposition , the relationship with customers, revenue streams, key resources, key activities, partner network and cost structure. Finally, the conclusions of the study, in which we highlight: "The national policy is making efforts to promote the development of energy efficient and this is where cogeneration technologies present an ideal alternative to conventional power generation." "The value proposition in this study becomes a reliable energy supply for much of the mining projects." "Apart from capturing value, the solution promotes long-term relationships with clients and business sustainability, following the path of energy efficiency."
This thesis corresponds to a study of a business model of vertical integration of a fuel distribution company that uses cogeneration applications as a value proposition to deliver service to sell electricity and heat. General framework reviews the Chilean energy scenario, with its current supply and demand, its growth projections. Then, we introduce the country's energy challenge in: energy efficiency issues, to maintain current growth rates and to provide sufficient energy to the development of new project, especially in the mining sector. This define the opportunity that exists to propose attractive alternatives to the market in terms of energy solution. Also, review the policy and regulatory issues of Cogeneration, ending with a review of the industry distribution of liquid fuels, highlighting the industrial market and the explanation of the differentiation strategy. The technical chapter reviews issues related to cogeneration, its meaning, advantages, disadvantages and applications. Then explains Cogeneration technologies available, their most common uses and describes the fuels that are used in these technologies. Finally it concludes to implement the model with Internal Combustion Engines technology, due to the wide range of powers available, existing variety of suppliers and technical support, in addition to being a versatile technology, easily capable of adapting to energy requirement. Based on the conclusions of the technical chapter, the Business Model focuses on the detail of the proposal, the model is analyzed through SWOT analysis and PORTER, and defines marketing strategy of three stages. The first stage, Energy sales, the second is cogeneration applications and finally Combination with NCRE (Non-Conventional Renewable Energy). The business model, using the Canvas tool, is able to identify clearly the block of customers, those who are self-power or willing to self-generate, the value proposition, energy solution, the communication channels to convey the value proposition , the relationship with customers, revenue streams, key resources, key activities, partner network and cost structure. Finally, the conclusions of the study, in which we highlight: "The national policy is making efforts to promote the development of energy efficient and this is where cogeneration technologies present an ideal alternative to conventional power generation." "The value proposition in this study becomes a reliable energy supply for much of the mining projects." "Apart from capturing value, the solution promotes long-term relationships with clients and business sustainability, following the path of energy efficiency."
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EFICIENCIA ENERGÉTICA