Thesis PROPUESTA DE PLAN ESTRATÉGICO PARA LA INDUSTRIA DE RECONVERSIÓN DE VEHÍCULOS USADOS INDUSTRIALES - MAQUINARIA PESADA, DE DIÉSEL A ELÉCTRICOS MEDIANTE FUEL CELL.
Date
2022-03
Authors
ALARCÓN BARRIENTOS, GONZALO SEBASTIÁN
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Abstract
El hidrógeno ha demostrado ser un vector energético que puede llevar a la transición energética hacia energías limpias y renovables que el planeta tanto necesita. El territorio chileno ofrece escenarios de precios futuros potencialmente atractivos de 2 [USD/Kg] de Hidrógeno verde para el 2030, debido a su abundancia en energía solar y eólico. Esto abre a mercados que requieren la utilización del hidrógeno producido. El mercado de la electromovilidad puede verse impulsado gracias a la utilización de la celda de combustible en los vehículos y puede ser más atractivo que los típicos vehículos 100% eléctricos mediante baterías, por diferencias en tiempos de recarga de menos de 5 minutos vs 1-2 [horas] de recarga completa, y el doble de autonomía en vehículos livianos.
El parque de maquinaria de Chile está constante crecimiento con cifras de importaciones desde al año 2012, en donde destaca la cantidad de la importación de maquinaria minera por sobre la transversal. Del análisis de Micro entorno, se obtiene una rivalidad poco significativa, lo que permite tener aspiraciones a cuotas de mercado al entrar. El análisis Porter refleja el alto poder de los servicios sustitutos (múltiples opciones) y de los proveedores (control sobre partes y piezas no homogéneas de las OEM sobre la maquinaria), que definen las principales debilidades asociadas al proyecto. Los factores políticos y ecológicos como la Estrategia Nacional de Hidrógeno Verde conforman las principales oportunidades para el desarrollo del proyecto.
El plan estratégico desarrollado a partir del análisis FODA entrega directrices de abordar un mercado transversal de maquinaria no especializada, quitando la limitación de intervención en minería, reducción de dependencia de las OEM y alcanzar una estandarización del kit de hidrógeno, enfocándose en intervenir maquinarias como cargadores frontales y retroexcavadoras. Las estrategias y sus objetivos en consecuencia están orientadas principalmente al desarrollo de productos, tomando provecho de las oportunidades que entrega el análisis de entorno externo y desarrollando las fortalezas del servicio por medio de la diferenciación definiendo objetivos para definir aspectos técnicos asociados a la maquinaria intervenida y verificar que el servicio es competitivo.
Hydrogen has proven to be an energy vector that can lead to the energy transition towards clean and renewable energies that the planet needs so much. The Chilean territory offers potentially attractive future price scenarios of 2 [USD/Kg] of green hydrogen by 2030, due to its abundance of solar and wind energy. This opens up markets that require the utilization of the hydrogen produced. The electromobility market may be boosted by the use of fuel cell in vehicles and may be more attractive than typical 100% battery electric vehicles, due to differences in recharge times of less than 5 minutes vs 1-2 [hours] full recharge, and twice the range in light vehicles. Chile's machinery fleet is constantly growing with import figures since 2012, where the amount of mining machinery imports stands out over the transversal. From the micro-environment analysis, we obtain an insignificant rivalry, which allows to have aspirations to market shares when entering the industry. The Porter analysis reflects the high power of substitute services (multiple options) and suppliers (control over non-homogeneous OEM parts and pieces on machinery), which define the main weaknesses associated with the project. Political and ecological factors such as the National Green Hydrogen Strategy shape the main opportunities for the development of the project. The strategic plan developed from the SWOT analysis provides guidelines to address a transversal market of non-specialized machinery, removing the limitation of intervention in mining, reducing dependence on OEMs and achieving a standardization of the hydrogen kit, focusing on intervening in machinery such as front loaders and backhoes. The strategies and their objectives are therefore mainly oriented to product development, taking advantage of the opportunities provided by the analysis of the external environment and developing the strengths of the service through differentiation by defining objectives to show technical aspects associated with the machinery intervened and verify that the service is competitive.
Hydrogen has proven to be an energy vector that can lead to the energy transition towards clean and renewable energies that the planet needs so much. The Chilean territory offers potentially attractive future price scenarios of 2 [USD/Kg] of green hydrogen by 2030, due to its abundance of solar and wind energy. This opens up markets that require the utilization of the hydrogen produced. The electromobility market may be boosted by the use of fuel cell in vehicles and may be more attractive than typical 100% battery electric vehicles, due to differences in recharge times of less than 5 minutes vs 1-2 [hours] full recharge, and twice the range in light vehicles. Chile's machinery fleet is constantly growing with import figures since 2012, where the amount of mining machinery imports stands out over the transversal. From the micro-environment analysis, we obtain an insignificant rivalry, which allows to have aspirations to market shares when entering the industry. The Porter analysis reflects the high power of substitute services (multiple options) and suppliers (control over non-homogeneous OEM parts and pieces on machinery), which define the main weaknesses associated with the project. Political and ecological factors such as the National Green Hydrogen Strategy shape the main opportunities for the development of the project. The strategic plan developed from the SWOT analysis provides guidelines to address a transversal market of non-specialized machinery, removing the limitation of intervention in mining, reducing dependence on OEMs and achieving a standardization of the hydrogen kit, focusing on intervening in machinery such as front loaders and backhoes. The strategies and their objectives are therefore mainly oriented to product development, taking advantage of the opportunities provided by the analysis of the external environment and developing the strengths of the service through differentiation by defining objectives to show technical aspects associated with the machinery intervened and verify that the service is competitive.
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Keywords
PLANIFICACION ESTRATEGICA , MAQUINARIA INDUSTRIAL , MAQUINARIA PESADA , FUEL CELL
