Intento Estrategico Plan Estrategico26 (1) .05.09

Objetivos Generales
Unidad de medida
Corto Plazo
Largo Plazo
1995
1.0
1996
Ser el lider en el mercado, logrando el reconocimiento de los

clientes
1997
1998
1999
Crecimiento
Mantener la Satisfaccin de Clientes

Ofrecer a nuestros clientes productos de calidad que busque su satisfacion de sus necesidades y expectativas
Satisfacer nuestros clientes ofrecindoles productos de calidad
3.0
constanstemente mejorados
2.0
Corto Plazo
Objetivos Especificos
Largo Plazo
1995
1996
1997
1998
1999
30%
30%
30%
30%
35%
40%
45%
50%
55%
Satisfaccion del cliente 85%
87%
89%
93%
96%
23%
26%
29%
1.0 Marketing
1.1 Incrementar las ventas
1.2 Posicionar la marca
1.3 Implementar y mejorar los procesos de atencin al cliente
1.4 Incrementar la participacin del mercado
% crecimiento ventas 60%

% recordacin
% de participacin
20%
32%
2.0 Financieros
Mejorar las condiciones de pago a proveedores y plazo de nuestros
2.1 crditos por ventas.
Actividad realizada
2.2 Obtener la calificacion de riesgo A para la empresa (
100%
Actividad realizada
100%
Incrementar el valor de las acciones de la empresa

Obtener atractivas tasas de finanaciamiento
3.0 Operaciones
3.1 Mantener el stock adecuado de inventarios
Ratio de inventarios
3.2 Aumentar la capacidad de produccin de la planta
Unidades por turno
50,000
50,000
50,000
50,000
50,000
Realizar I &D para identificar mejora de procesos, nuevos productos

3.3
y mejora de productos.
N de estudios para
mejoras de producto 5
45766
59496
77345
100548
Monto de inversion
Ventas
Servicio al cliente (1%)
Investigacion y Desarrollo (2,7%)
Publicidad
(4%)
Remuneracion de fuerza de ventas (4%)
1994
22003
230
600
900
872
35204.8
600
CUADRO CICLO DE VIDA, MATRIZ DE BOSTON CONSULTING GROUP Y ANSOFF

MERCADO
PRODUCTOS
BASICO
NORTE
PRIMA
SUPER
BASICO
CENTRO
PRIMA
SUPER
1995
1996
CICLO PRODUCTO
MBCG
ANSOFF
MADUREZ
VACA
PENETRACION
MADUREZ
VACA
PENETRACION
CICLO PRODUCTO
MBCG
ANSOFF
CRECIMIENTO
ESTRELLA
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
CICLO PRODUCTO
MBCG
ANSOFF
INTRODUCCION
INTERROGANTE
DESARROLLO PRODUCTO
CICLO PRODUCTO
MBCG
ANSOFF
INTRODUCCION
CRECIMIENTO
INTERROGANTE
INTERROGANTE
DESARROLLO MERCADO PENETRACION
CICLO PRODUCTO
MBCG
ANSOFF
INTRODUCCION
CRECIMIENTO
INTERROGANTE
INTERROGANTE
DESARROLLO MERCADO PENETRACION
CICLO PRODUCTO
MBCG
ANSOFF
INTRODUCCION
INTERROGANTE
DESARROLLO PRODUCTO
DE BOSTON CONSULTING GROUP Y ANSOFF

1997
1998
1999
MADUREZ
VACA
PENETRACION
MADUREZ
VACA
PENETRACION
MADUREZ
VACA
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
MADUREZ
VACA
PENETRACION
CRECIMIENTO
INTERROGANTE
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
CRECIMIENTO
INTERROGANTE
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
CRECIMIENTO
ESTRELLA
PENETRACION
INFORME DE VENTAS
Inventario Inicial
Produccin
Disponibles
Basico
116,232
842,793
959,025
1994
Prima
33,898
415,107
449,005
1995
Super
0
0
0
Basico
221,701
844,200
1,065,901
4.43%
Ventas
Norte
Centro
Sur
Total Ventas
Inventario Final
737,324
0
0
737,324
221,701
371,313
0
0
371,313
77,692
0
0
0
0
0
1,108,637
770,000
151,655
0
921,655
144,246
1994
737,324
371,313
0
1,108,637
25%
1995
921,655
464,141
0
1,385,796
12%
1996
1,032,254
519,838
60,000
1,612,092
12%
1997
1,156,124
582,219
67,200
1,805,543
1994
17.0
25.5
0.0
1995
17.5
26.0
0.0
1996
18.2
27.0
36.5
1997
1994
1995
0.17%
0.17%
0%
1996
6.00%
22.00%
0.00%
1997
30.00%
13.00%
0.25%
Ventas Proyectadas
Basico
Prima
Super
Total unid.vendidas
Precio de Ventas
Basico
Prima
Super
Tasa crecimiento de
Produccin
Basico
Prima
Super
COSTOS DE PRODUCCIN
Costos Variables
Mano de Obra
Horas Extras
Materias Prima
Costos Fijos
Infraestructura
Depreciacin
Mejoras en procesos
Total Costo de Produccin
0%
0%
0%
Basico
5.40
0.10
5.46
0.25
0.88
0.07
12.15
1,994
Prima
Super
5.40
0.00
0.10
0.00
10.92
0.00
0.25
0.88
0.07
17.61
0.00
0.00
0.00
0.00
18.9
28.0
37.9
Total
6,792,660
125,790
9,134,618
16,053,068
314,475
1,103,178
84,279
1,501,933
17,555,001
15618086.4
434,982
0.02785116
1995
Prima
77,692
415,800
493,492
Super
0
0
0
Basico
144,246.00
894,852.00
1,039,098.00
Prima
29,350.75
507,276.00
536,626.75
793,100.00
239,153.60
0.00
1,032,253.60
6,844.40
420,000.00
99,838.20
0.00
519,838.20
16,788.55
1,996.00
Super
0.00
67,000.00
67,000.00
1,997.00
Basico
6,844.40
1,163,307.60
1,170,152.00
7.73%
400,000
64,141
0
464,141
29,351
0
0
0
0
0
1,385,796
0
12%
1998
1,294,859
652,085
75,264
2,022,208
30,000.00
30,000.00
0.00
60,000.00
7,000.00
1,612,092
816,893.00
339,231.03
0.00
1,156,124.03
14,027.97
0.142148014
1998
19.6
29.1
39.3
Inflacin
1995
4.10%
1996
3.80%
Total B.
6,703,200
126,000
9,602,334
16,431,534
Basico
5.20
0.10
6.05
315,000
1,209,600
84,420
1,609,020
18,040,554
0.20
1.04
0.07
12.66
1997
3.80%
1998
12.00%
14.00%
0.25%
1,995
Basico
5.32
0.10
5.73
Prima
5.32
0.10
11.46
0.25
0.96
0.07
12.43
0.25
0.96
0.07
18.16
1,996
Super
0.00
0.00
0.00
0.00
0.00
0.00
0.00
Prima
5.20
0.10
12.08
0.20
1.04
0.07
18.69
Prima
16,788.55
573,221.88
590,010.43
441,000.00
141,218.78
0.00
582,218.78
7,791.65
1,997.00
Super
7,000.00
67,167.50
74,167.50
33,000.00
33,000.00
0.00
66,000.00
8,167.50
1,804,343
Basico
14,027.97
1,302,904.51
1,316,932.48
Prima
7,791.65
653,472.94
661,264.59
841,399.79
453,459.13
0.00
1,294,858.92
22,073.56
463,050.00
189,035.04
0.00
652,085.04
9,179.55
1,998.00
Super
8,167.50
67,335.42
75,502.92
36,300.00
36,300.00
0.00
72,600.00
2,902.92
2,019,544
1998
3.80%
1,996
Super
5.20
0.10
16.75
0.20
1.04
0.07
23.36
Total B.
7,639,466
146,913
12,663,999
20,450,377
293,826
1,527,893
98,432
1,920,150
22,370,527
Basico
5.10
0.10
5.73
0.18
0.96
0.07
12.14
1,997
Prima
5.10
0.10
11.46
0.18
0.96
0.07
17.87
1,998
Super
5.10
0.10
16.85
Total B.
9,198,855
180,370
14,366,648
23,745,872
Basico
5.32
0.10
5.73
0.18
0.96
0.07
23.26
324,665
1,731,549
120,848
2,177,062
25,922,934
0.15
0.96
0.07
12.33
1,998
Prima
Super
5.32
5.32
0.10
0.10
11.46
17.00
0.15
0.96
0.07
18.06
0.15
0.96
0.07
23.60
Total B.
10,766,152
202,371
16,099,145
27,067,669
303,557
1,942,764
135,589
2,381,910
29,449,579
1994
INGRESO POR VENTAS
Basico
Prima
Super
TOTAL DE INGRESOS
Ajustes y Descuentoa
INGRESOS NETOS
1995
12,535 57%
9,468 43%
0
0%
22,003 100%
440
2%
21,563 98%
16,129
12,068
0
28,197
564
27,633
13,774
1,322
15,096
63%
6%
69%
15,189
1,486
16,675
MARGEN BRUTO
6,467
29%
10,958
GASTOS DE VENTA G. ADMINISTRATIVOS

Investigacin y Desarrollo
Publicidad
Remuneracin Dpto.ventas
Servicio al cliente
Envio y almacenaje
Garantia
Adm.del Crdito
Adm. General
TOTAL DE GTOS.VG Y ADM.
600
900
872
230
942
52
74
910
4,580
3%
4%
4%
1%
4%
0%
0%
4%
21%
1,500
1,400
899
360
1,015
52
72
885
6,183
INGRESOS DE EXPLOTACIN
1,887
9%
4,775
Intereses pagados prestamo 1 ao

Intereses pagados prestamo LP.
Ingresos por intereses
313
480
23
1%
2%
0%
0
480
0
1,117
390
5%
2%
4,295
355
727
3%
3,940
Costos de Fabricacin Variables

Costos de Fabricacin Fijos
TOTAL COSTO DE VENTAS
INGRESOS ANTES DE IMPTOS.

Impuesto a la renta
INGRESOS NETOS
1996
1997
1998
18,751
14,029
2,190
34,970
699
34,271
21,799
16,310
2,546
40,655
813
39,842
25,343
18,961
2,960
47,264
945
46,319
20,450
1,920
22,371
23,746
2,177
25,923
27,068
2,382
29,450
11,900
13,919
16,869
1200 prestamo bancario
850
1,300
1,122
360
1,167
52
74
910
5,835
900
1,300
1,122
360
1,167
52
74
910
5,885
900
1,500
1,122
360
1,167
52
74
910
6,085
6,065
8,034
10,784
0
480
0
0
480
0
0
480
0
5,585
1,676
7,554
2,266
10,304
3,091
3,910
5,288
7,213
0
0
INFORME DE VENTAS
Basico
116,232
1994
Prima
33,898
Basico
221,701
Pend. entrega 95 Norte
Pend. entrega 95 Centro
Produccin
Disponibles
842,793
959,025
415,107
449,005
0
0
844,200
1,065,901
Ventas
Norte
Centro
Sur
Total Ventas
Inventario Final
737,324
0
0
737,324
221,701
371,313
0
0
371,313
77,692
0
0
0
0
0
1,108,637
667,638
216,105
0
883,743
182,158
Inventario Inicial
Ventas Proyectadas
1995
Super
29.31%
1995
Centro
216,105
Basico
1994
Total
737,324
Norte
667,638
-9.45%
0.00%
19.86%
Prima
371,313
355,710
137,782
493,492
-4.20%
0.00%
32.90%
Super
0.00%
0.00%
0.00%
1,023,348
353,887
1,377,235
Total unid.vendidas
1,108,637
Total
883,743
24.23%
Precio de Ventas
Basico
Prima
Super
Tasa crecimiento de
Produccin
Basico
Prima
Super
COSTOS DE PRODUCCIN
Costos Variables
Mano de Obra
Horas Extras
Materias Prima
Costos Fijos
Infraestructura
Depreciacin
Mejoras en procesos
1994
17.0
25.5
0.0
1995
17.5
26.0
0.0
1996
17.5
26.0
36.5
1997
18.2
27.0
37.9
1994
0%
0%
0%
1995
0.17%
0.17%
0%
1996
1.00%
38.00%
0.00%
1997
30.00%
13.00%
0.25%
Basico
5.40
0.10
5.46
Prima
5.40
0.10
10.92
0.25
0.88
0.07
12.15
0.25
0.88
0.07
17.61
1,994
Super
0.00
0.00
0.00
0.00
0.00
0.00
0.00
Total
6,792,660
125,790
9,134,618
16,053,068
314,475
1,103,178
84,279
1,501,933
17,555,001
1995
Prima
77,692
Super
0
Basico
182,158
1996
Prima
Super
0
6,707
2,598
415,800
493,492
0
0
852,642
1,034,800
583,109
573,804
70,000
70,000
355,710
137,782
0
493,492
0
0
0
0
0
0
1,377,235
24.23%
727,725
302,547
0
1,030,272
4,528
373,496
192,895
0
566,390
7,414
30,000
30,000
0
60,000
10,000
1,656,663
20.29%
1995
4.10%
1996
3.80%
Total B.
6,552,000
126,000
8,630,370
15,308,370
Basico
5.20
0.10
5.15
315,000
1,247,400
327,600
1,890,000
17,198,370
0.25
0.99
0.26
11.95
Norte
727,725
1996
Centro
302,547
Total
1,030,272
9.00%
40.00%
16.58%
373,496
192,895
566,390
5.00%
40.00%
14.77%
30,000
30,000
60,000
0.00%
0.00%
0.00%
1,656,663
20.29%
1998
18.9
28.0
39.3
Inflacin
1997
3.80%
1998
3.80%
1998
12.00%
14.00%
0.25%
Basico
5.20
0.10
5.15
0.25
0.99
0.26
11.95
1,995
Prima
Super
5.20
0.00
0.10
0.00
10.30
0.00
0.25
0.99
0.26
17.10
0.00
0.00
0.00
0.00
1,996
Prima
Super
5.20
5.20
0.10
0.10
10.30
15.50
0.25
0.99
0.26
17.10
0.25
0.99
0.26
22.30
1,996
Total B.
7,829,905
150,575
11,482,129
19,462,609
Basico
5.10
0.10
5.73
376,438
1,490,693
391,495
2,258,627
21,721,236
0.18
0.96
0.07
12.14
1,997
Prima
Super
5.10
5.10
0.10
0.10
11.46
16.85
0.18
0.96
0.07
17.87
0.18
0.96
0.07
23.26
Total B.
0
0
0
0
0
0
0
0
0
Basico
5.32
0.10
5.73
0.15
0.96
0.07
12.33
1,998
Prima
5.32
0.10
11.46
0.15
0.96
0.07
18.06
1,998
Super
5.32
0.10
17.00
0.15
0.96
0.07
23.60
Total B.
0
0
0
0
0
0
0
0
0
1994
INGRESO POR VENTAS
Basico
Prima
Super
TOTAL DE INGRESOS
Ajustes y Descuentos
INGRESOS NETOS
1995
12,535
9,468
0
22,003
440
21,563
57%
15,466
12,831
0
28,297
566
27,731
55%
13,774
1,322
15,096
63%
60%
69%
16,900
2,081
18,981
MARGEN BRUTO
6,467
29%
8,750
31%

Publicidad
Servicio al cliente
Envio y almacenaje
Garantia
Adm.del Crdito
Adm. General
600
900
872
230
942
52
74
910
4,580
3%
5%
21%
1,500
1,200
1,155
360
1,293
83
35
1,275
6,901
24%
1,887
9%
1,849
7%

313
480
23
1%
0
613
107
0%
1,117
390
5%
5%
2%
1,343
470
727
3%
873
3%


Impuesto a la renta
INGRESOS NETOS
43%
0%
0%
2%
98%
6%
4%
4%
1%
4%
0%
0%
4%
2%
0%
45%
0%
0%
2%
98%
7%
67%
4%
4%
1%
5%
0%
0%
5%
2%
0%
2%
1996
1997
16,883
16,231
2,405
35,519
710
34,810
48%
21,842
1,768
23,610
61%
1998
11,975
11,357
1,898
25,230
505
24,725
47%
93%
66%
23,486
2,027
25,513
101%
0
0
0
11,200
32%
-788
-3%
15,974
900
2,456
1,371
600
1,669
90
48
1,987
9,121
3%
4%
26%
900
2,175
1,122
360
1,167
52
74
910
6,760
27%
900
2,215
1,122
360
1,167
52
74
910
6,800
2,079
6%
-7,548
-30%
9,174
0
613
269
0%
0
480
0
0%
0
480
0
1,735
606
5%
-32%
2%
-8,028
-2,408
-10%
8,694
2,608
1,129
3%
-5,620
-22%
6,086
46%
7%
0%
2%
98%
5%
7%
4%
2%
5%
0%
0%
6%
2%
1%
45%
8%
0%
2%
98%
8%
9%
4%
1%
5%
0%
0%
4%
2%
0%
6,766
7,559
1,975
16,300
326
15,974
0
0
INFORME DE VENTAS
Basico
116,232
1994
Prima
33,898
Basico
221,701
Pend. entrega 95 Norte
Pend. entrega 95 Centro
Devolucin de Inventarios
Produccin
Disponibles
842,793
959,025
415,107
449,005
0
0
844,200
1,065,901
Ventas
Norte
Centro
Sur
Total Ventas
Inventario Final
737,324
0
0
737,324
221,701
371,313
0
0
371,313
77,692
0
0
0
0
0
1,108,637
667,638
216,105
0
883,743
182,158
Basico
1994
Total
737,324
Norte
667,638
-9.45%
0.00%
19.86%
Prima
371,313
355,710
137,782
493,492
-4.20%
0.00%
32.90%
Super
0.00%
0.00%
0.00%
1,023,348
353,887
1,377,235
Ventas Proyectadas
Total unid.vendidas
1,108,637
1995
Super
1995
Centro
216,105
Total
883,743
24.23%
Precio de Ventas
Basico
Prima
Super
Tasa crecimiento de
Produccin
Basico
Prima
Super
COSTOS DE PRODUCCIN
Costos Variables
Mano de Obra
Horas Extras
Materias Prima
Costos Fijos
Infraestructura
Depreciacin
Mejoras en procesos
1994
17.0
25.5
0.0
1995
17.5
26.0
0.0
1996
17.5
26.0
36.5
1997
18.2
27.0
37.9
1994
0%
0%
0%
1995
0.17%
0.17%
0%
1996
10.86%
52.50%
0.00%
1997
-7.00%
10.00%
46%
Basico
5.40
0.10
5.46
Prima
5.40
0.10
10.92
0.25
0.88
0.07
12.15
0.25
0.88
0.07
17.61
1,994
Super
0.00
0.00
0.00
Total
6,792,660
125,790
9,134,618
16,053,068
0.00
0.00
0.00
0.00
314,475
1,103,178
84,279
1,501,933
17,555,001
1995
Prima
77,692
Super
1996
Prima
Basico
182,158
Super
0
Basico
164,450
6,707
2,598
1997
Prima
9,844
0
0
10,000
415,800
493,492
0
0
947,025
1,129,183
634,095
634,095
65,880
65,880
880,733
1,045,183
697,505
717,349
355,710
137,782
0
493,492
0
0
0
0
0
0
1,377,235
24.23%
652,689
312,044
0
964,733
164,450
389,628
234,623
0
624,251
9,844
31,713
34,167
0
65,880
0
1,654,864
20.16%
659,216
358,851
0
1,018,066
27,117
420,798
269,816
0
690,615
26,734
Total
964,733
Norte
659,216
Norte
652,689
1996
Centro
312,044
1997
Centro
358,851
Total
1,018,066
-2.24%
44.39%
9.16%
1.00%
15.00%
5.53%
389,628
234,623
624,251
420,798
269,816
690,615
9.54%
70.29%
26.50%
8.00%
15.00%
10.63%
31,713
34,167
65,880
50,107
50,225
100,332
0.00%
0.00%
0.00%
58.00%
47.00%
1998
18.9
28.0
39.3
52.30%
1,654,864
1,809,013
20.16%
9.31%
Inflacin
1995
4.10%
1996
3.80%
Total B.
6,552,000
126,000
8,630,370
15,308,370
Basico
5.47
0.00
5.30
315,000
1,247,400
327,600
1,890,000
0.26
0.76
0.05
11.84
1997
3.80%
1998
3.80%
1998
10.00%
30.00%
90%
Basico
5.20
0.10
5.15
0.25
0.99
0.26
11.95
1,995
Prima
Super
5.20
0.00
0.10
0.00
10.30
0.00
0.25
0.99
0.26
17.10
0.00
0.00
0.00
0.00
1,996
Prima
Super
5.47
5.47
0.00
0.00
10.60
15.90
0.26
0.76
0.05
17.14
0.26
0.76
0.05
22.44
17,198,370
1997
Super
0
2,572
2,771
101,528
101,528
50,107
50,225
0
100,332
1,196
1,809,013
9.31%
1,996
Total B.
9,052,106
0
12,777,638
21,829,744
Basico
5.10
0.10
5.73
430,265
1,257,697
82,743
1,770,704
0.18
0.96
0.07
12.14
1,997
Prima
Super
5.10
5.10
0.10
0.10
11.46
16.85
0.18
0.96
0.07
17.87
0.18
0.96
0.07
23.26
Total B.
8,566,804
167,977
14,750,747
23,485,527
302,358
1,612,575
112,544
2,027,477
23,600,448
25,513,004
1994
INGRESO POR VENTAS
Basico
Prima
Super
TOTAL DE INGRESOS
INGRESOS NETOS
1995
12,535
9,468
0
22,003
440
21,563
57%
15,466
12,831
0
28,297
566
27,731
55%
13,774
1,322
15,096
63%
60%
69%
16,900
2,081
18,981
MARGEN BRUTO
6,467
29%
8,750
31%

Publicidad
Servicio al cliente
Envio y almacenaje
Garantia
Adm.del Crdito
Adm. General
600
900
872
230
942
52
74
910
4,580
3%
5%
21%
1,500
1,200
1,155
360
1,293
83
35
1,275
6,901
24%
1,887
9%
1,849
7%

313
480
23
1%
0
613
107
0%
1,117
390
5%
1,343
470
5%
727
3%
873
20%
3%


Impuesto a la renta
INGRESOS NETOS
43%
0%
0%
2%
98%
6%
4%
4%
1%
4%
0%
0%
4%
2%
0%
2%
45%
0%
0%
2%
98%
7%
67%
4%
4%
1%
5%
0%
0%
5%
2%
0%
2%
1996
1997
16,883
16,231
2,405
35,519
710
34,809
48%
21,842
1,768
23,610
61%
1998
11,975
11,357
1,898
25,230
505
24,725
47%
93%
66%
23,486
2,027
25,513
101%
0
0
0
11,199
32%
-788
-3%
15,974
900
2,456
1,371
600
1,669
90
48
1,987
9,121
3%
4%
26%
900
3,000
1,122
660
1,167
52
74
910
7,885
31%
900
2,215
1,122
360
1,167
52
74
910
6,800
2,078
6%
-8,673
-34%
9,174
0
613
269
0%
0
480
0
0%
0
480
0
1,734
606
5%
-9,153
-2,746
-36%
-11%
8,694
2,608
1,128
29%
3%
-6,407
-668%
-25%
6,086
46%
7%
0%
2%
98%
5%
7%
4%
2%
5%
0%
0%
6%
2%
1%
2%
45%
8%
0%
2%
98%
8%
12%
4%
3%
5%
0%
0%
4%
2%
0%
6,766
7,559
1,975
16,300
326
15,974
0
0
COSTYO DE ENVIO Y ALMACENAJE

1994
Nro.Productos
Precio
ENVO
ALMACENAJE
TOTAL
Nro.Productos
ENVO
ALMACENAJE
TOTAL
0.5
0.35
0.85
1995
Precio
1
0.35
1.35
1,108,637
554,319
387,682
942000
167
167
58
225
1,167
1994
INGRESO POR VENTAS
Basico
Prima
Super
TOTAL DE INGRESOS
INGRESOS NETOS
1995
12,535
9,468
0
22,003
440
21,563
57%
15,466
12,831
0
28,297
566
27,731
55%
13,774
1,322
15,096
63%
60%
69%
16,900
2,081
18,981
MARGEN BRUTO
6,467
29%
8,750
31%

Publicidad
Servicio al cliente
Envio y almacenaje
Garantia
Adm.del Crdito
Adm. General
600
900
872
230
942
52
74
910
4,580
3%
5%
21%
1,500
1,200
1,155
360
1,293
83
35
1,275
6,901
24%
1,887
9%
1,849
7%

313
480
23
1%
0
613
107
0%
1,117
390
5%
1,343
470
5%
727
3%
873
20%
3%


Impuesto a la renta
INGRESOS NETOS
43%
0%
0%
2%
98%
6%
4%
4%
1%
4%
0%
0%
4%
2%
0%
2%
45%
0%
0%
2%
98%
7%
67%
4%
4%
1%
5%
0%
0%
5%
2%
0%
2%
1996
1997
16,883
16,231
2,405
35,519
710
34,809
48%
21,842
1,768
23,610
61%
1998
17,161
18,630
3,843
39,634
793
38,841
43%
17,890
19,676
4,728
42,294
846
41,448
42%
58%
66%
23,026
3,270
26,296
55%
66%
23,254
2,604
25,858
11,199
32%
12,545
32%
15,590
37%
900
2,456
1,371
600
1,669
90
48
1,987
9,121
3%
2%
24%
450
3,250
1,122
890
1,840
67
91
1,567
9,277
1%
26%
900
3,000
1,485
660
1,810
65
69
1,598
9,587
22%
2,078
6%
2,958
7%
6,313
15%
0
613
269
0%
0
796
311
0%
0
796
92
0%
1,734
606
5%
2,473
865
6%
5,609
1,683
13%
1,128
29%
3%
1,608
43%
4%
3,926
144%
24.10%
9%
46%
7%
0%
2%
98%
5%
7%
4%
2%
5%
0%
0%
6%
2%
1%
2%
47%
10%
0%
2%
98%
8%
8%
4%
2%
5%
0%
0%
4%
2%
1%
2%
47%
11%
0%
2%
98%
6%
61%
8%
3%
2%
4%
0%
0%
4%
2%
0%
4%
0
0
INFORME DE VENTAS
Basico
116,232
1994
Prima
33,898
Basico
221,701
Pend. entrega Norte
Pend. entrega Centro
Devolucin de Inventarios
Produccin
Disponibles
842,793
959,025
415,107
449,005
0
0
844,200
1,065,901
Ventas
Norte
Centro
Sur
Total Ventas
Inventario Final
737,324
0
0
737,324
221,701
371,313
0
0
371,313
77,692
0
0
0
0
0
1,108,637
667,638
216,105
0
883,743
182,158
Basico
1994
Total
737,324
Norte
667,638
-9.45%
0.00%
19.86%
Prima
371,313
355,710
137,782
493,492
-4.20%
0.00%
32.90%
Super
0.00%
0.00%
0.00%
1,023,348
353,887
1,377,235
Ventas Proyectadas
Total unid.vendidas
1,108,637
1995
Super
1995
Centro
216,105
Total
883,743
24.23%
Precio de Ventas
Basico
Prima
Super
Tasa crecimiento de
Produccin
Basico
Prima
Super
COSTOS DE PRODUCCIN
Costos Variables
Mano de Obra
Horas Extras
Materias Prima
Costos Fijos
Infraestructura
Depreciacin
Mejoras en procesos
1994
17.0
25.5
0.0
1995
17.5
26.0
0.0
1996
17.5
26.0
36.5
1997
18.2
27.0
37.9
1994
0%
0%
0%
1995
0.17%
0.17%
0%
1996
10.86%
52.50%
0.00%
1997
-7.00%
10.00%
46%
Basico
5.40
0.10
5.46
Prima
5.40
0.10
10.92
0.25
0.88
0.07
12.15
0.25
0.88
0.07
17.61
1,994
Super
0.00
0.00
0.00
Total
6,792,660
125,790
9,134,618
16,053,068
0.00
0.00
0.00
0.00
314,475
1,103,178
84,279
1,501,933
17,555,001
1995
Prima
77,692
Super
1996
Prima
Super
1997
Prima
9,844
Basico
182,158
Basico
164,450
6,707
2,598
415,800
493,492
0
0
947,025
1,129,183
634,095
634,095
65,880
65,880
778,440
942,890
680,160
690,004
355,710
137,782
0
493,492
0
0
0
0
0
0
1,377,235
24.23%
652,689
312,044
0
964,733
164,450
389,628
234,623
0
624,251
9,844
31,713
34,167
0
65,880
0
1,654,864
20.16%
622,685
320,205
0
942,890
0
400,674
289,330
0
690,004
0
Total
964,733
Norte
622,685
Total
942,890
Norte
628,912
Norte
652,689
1996
Centro
312,044
1997
Centro
320,205
1998
-2.24%
44.39%
9.16%
-4.60%
2.62%
-2.26%
1.00%
389,628
234,623
624,251
400,674
289,330
690,004
408,687
9.54%
70.29%
26.50%
2.84%
23.32%
10.53%
2.00%
31,713
34,167
65,880
50,540
50,860
101,400
60,648
0.00%
0.00%
0.00%
59.37%
48.86%
53.92%
20.00%
1,654,864
1,734,294
20.16%
1998
18.7
27.7
39.8
Inflacin
4.80%
-4.60%
2.62%
1995
4.10%
1996
3.80%
Total B.
6,552,000
126,000
8,630,370
15,308,370
Basico
5.47
0.00
5.30
315,000
1,247,400
327,600
1,890,000
0.26
0.76
0.05
11.84
1997
4.70%
1998
2.70%
5.01%
1998
27.00%
18.00%
67.00%
Basico
5.20
0.10
5.15
0.25
0.99
0.26
11.95
1,995
Prima
Super
5.20
0.00
0.10
0.00
10.30
0.00
0.25
0.99
0.26
17.10
0.00
0.00
0.00
0.00
1,996
Prima
Super
5.47
5.47
0.00
0.00
10.60
15.90
0.26
0.76
0.05
17.14
0.26
0.76
0.05
22.44
17,198,370
1997
Super
1998
Prima
Basico
Super
15,546
4,920
6,060
7,994
3,553
6,098
101,400
101,400
1,012,159
1,012,159
811,062
811,062
181,496
181,496
50,540
50,860
0
101,400
0
1,734,294
4.80%
628,912
328,210
0
957,122
55,037
408,687
300,903
0
709,591
101,471
60,648
61,032
0
121,680
59,816
1,788,393
3.12%
1998
Centro
328,210
2.50%
1.51%
709,591
4.00%
2.84%
61,032
121,680
20.00%
1,073,899
660,395
1,713,000.00
100000
1,813,000.00
Total
957,122
300,903
1,098,247
690,145
1713
75,392.7
25130.885
20.00%
1,788,393
3.12%
2.7
0.027
40.053
1,996
Total B.
9,052,106
0
12,777,638
21,829,744
Basico
5.10
0.10
5.73
430,265
1,257,697
82,743
1,770,704
0.18
0.96
0.07
12.14
1,997
Prima
Super
5.10
5.10
0.10
0.10
11.46
16.85
0.18
0.96
0.07
17.87
0.18
0.96
0.07
23.26
Total B.
7,956,000
156,000
13,963,685
22,075,685
Basico
5.02
0.00
5.41
280,800
1,497,600
104,520
1,882,920
0.27
1.21
0.05
11.96
1,998
Prima
5.02
0.00
11.17
0.27
1.21
0.05
17.72
23,600,448
23,958,605
1,998
Super
5.02
0.00
17.95
Total B.
10,063,677
0
17,793,193
27,856,870
0.27
1.21
0.05
24.50
541,273
2,425,707
100,236
3,067,216
30,924,086

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Objetivos Generales

Ser el lider en el mercado, logrando el reconocimiento de los

Mantener la Satisfaccin de Clientes

Satisfaccion del cliente 85%

% crecimiento ventas 60%

Incrementar el valor de las acciones de la empresa

3.2 Aumentar la capacidad de produccin de la planta

Unidades por turno

Realizar I &D para identificar mejora de procesos, nuevos productos

Remuneracion de fuerza de ventas (4%)

CUADRO CICLO DE VIDA, MATRIZ DE BOSTON CONSULTING GROUP Y ANSOFF

DE BOSTON CONSULTING GROUP Y ANSOFF

GASTOS DE VENTA G. ADMINISTRATIVOS

Intereses pagados prestamo 1 ao

Costos de Fabricacin Variables

INGRESOS ANTES DE IMPTOS.

Pend. entrega 95 Norte

Pend. entrega 95 Centro

GASTOS DE VENTA G. ADMINISTRATIVOS

Intereses pagados prestamo 1 ao

Costos de Fabricacin Variables

INGRESOS ANTES DE IMPTOS.

Pend. entrega 95 Norte

Pend. entrega 95 Centro

GASTOS DE VENTA G. ADMINISTRATIVOS

Intereses pagados prestamo 1 ao

Costos de Fabricacin Variables

INGRESOS ANTES DE IMPTOS.

COSTYO DE ENVIO Y ALMACENAJE

GASTOS DE VENTA G. ADMINISTRATIVOS

Intereses pagados prestamo 1 ao

Costos de Fabricacin Variables

INGRESOS ANTES DE IMPTOS.

Pend. entrega Norte

Pend. entrega Centro

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