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Estudio De Mercado Para La Internacionalización De La Panadería Leal De La Ciudad De Palmira, Durante El Periodo 2014

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Estudio De Mercado Para La Internacionalización De La Panadería Leal De La Ciudad De Palmira, Durante El Periodo 2014 ESTUDIO DE MERCADO PARA LA INTERNACIONALIZACIÓN DE LA PANADERÍA LEAL DE LA CIUDAD DE PALMIRA, DURANTE EL PERIODO 2014 AUTORAS: DORELBY ANDREA MENESES ZAMBRANO INGRID JOHANNA TOVAR LÓPEZ UNIVERSIDAD DEL VALLE, SEDE PALMIRA FACULTAD DE CIENCIAS DE LA ADMINISTRACIÓN ADMINISTRACIÓN DE EMPRESAS PALMIRA 2015 ESTUDIO DE MERCADO PARA LA INTERNACIONALIZACIÓN DE LA PANADERÍA LEAL DE LA CIUDAD DE PALMIRA, DURANTE EL PERIODO 2014 AUTORAS: DORELBY ANDREA MENESES ZAMBRANO INGRID JOHANNA TOVAR LÓPEZ Trabajo de grado para optar por el título de Administración de Empresas Director: Edwin Javier Botero Cardona, Economista UNIVERSIDAD DEL VALLE, SEDE PALMIRA FACULTAD DE CIENCIAS DE LA ADMINISTRACIÓN ADMINISTRACIÓN DE EMPRESAS PALMIRA 2015 Nota de Aceptación Presidente del Jurado Jurado Jurado Palmira, 4-Diciembre-2015 DEDICATORIA Agradezco al Señor por permitirme crecer en el seno de dos familias ejemplares: Meneses y Zambrano, por poner en mi camino a mi pareja, porque cada paso que damos él lo da con nosotros, por estar presente en nuestros actos y pensamientos y aprender de ellos. Agradezco inmensamente a mi familia que es ejemplar, luchadora, responsable, con principios, valores y amor, familia que se caracteriza por el apoyo mutuo en las aflicciones y participación en los triunfos como lo ha sido el proceso de mi carrera profesional DEDICATORIA Administración de Empresas. Le dedico esta tesis principalmente a DIOS por darme unos padres ejemplares; Javier DORELBY ANDREA Tovar y Martha López. Se lo MENESES dedico a ellos por su gran apoyo incondicional, su amor y sus esfuerzos diarios para convertirme en una profesional Administradora de Empresas. ANDREA MENESES INGRID JOHANNA TOVAR ZAMBRANO AGRADECIMIENTOS Agradecemos la culminación de este trabajo de grado a nuestro tutor Edwin Javier Botero quién acepto ser nuestro guía durante este proceso el cual ha sido largo, demostrando ser una persona de principios y ética profesional, agradecemos por compartirnos sin limitaciones sus amplios conocimientos y experiencias profesionales que ayudaron a estructurar el proyecto de grado; también reconocemos la participación de la Directora de Ventas Olga Lucia Torres y el Administrador Jorge Bedoya, colaboradores de la Panadería Leal quienes nos facilitaron datos relevantes de esta, información catalogada como guía TABLA DE CONTENIDO 1. TÍTULO............................................................................................................ 18 2. ANTECEDENTES ........................................................................................... 19 3. DESCRIPCIÓN DEL PROBLEMA ................................................................... 28 4. FORMULACIÓN DEL PROBLEMA ................................................................. 30 5. OBJETIVOS .................................................................................................... 31 5.1 OBJETIVO GENERAL .............................................................................. 31 5.2 OBJETIVOS ESPECÍFICOS ..................................................................... 31 6. JUSTIFICACIÓN ............................................................................................. 32 7. MARCO CONTEXTUAL HISTÓRICO ............................................................. 35 7.1 RESEÑA HISTÓRICA PANADERÍA LEAL ............................................... 36 7.2 MISIÓN ........................................................................................................ 38 7.3 VISIÓN ......................................................................................................... 38 7.4 OBJETIVOS CORPORATIVOS ................................................................... 39 7.5 VALORES CORPORATIVOS ...................................................................... 39 8. MARCO CONCEPTUAL .................................................................................. 40 8.1 INTERNACIONALIZACIÓN ...................................................................... 40 8.2 EXPORTACIÓN ........................................................................................ 40 8.3 PYME ........................................................................................................ 40 8.4 SECTOR PANIFICADOR ......................................................................... 41 8.5 MACRO ENTORNO.................................................................................. 41 8.6 MICRO ENTORNO ................................................................................... 42 8.7 TRATADO DE LIBRE COMERCIO (TLC) ................................................. 42 8.8 ARANCEL ................................................................................................. 42 8.9 POSICIÓN ARANCELARIA ...................................................................... 42 8.10 MODELOS DE INTERNACIONALIZACIÓN .......................................... 43 8.11 FRANQUICIANTE ................................................................................. 45 8.12 FRANQUICIATARIO ............................................................................. 45 8.13 ROYALTY (REGALIA) ........................................................................... 46 9. MARCO TEÓRICO .......................................................................................... 47 9.1 VENTAJA COMPETITIVA ........................................................................ 47 9.2 CICLO DE VIDA DEL PRODUCTO .............................................................. 49 9.3 INTERNACIONALIZACIÓN ...................................................................... 50 9.4 TEORÍA DE REDES ..................................................................................... 52 9.5 INVESTIGACIÓN DE MERCADOS INTERNACIONALES ....................... 53 9.6 MODELO WAY STATION ......................................................................... 54 9.7 TEORIA DE LA ESCASEZ DE RECURSOS. ........................................... 54 10. MARCO JURÍDICO ...................................................................................... 55 10.1 LEY 7 DE 1991 ......................................................................................... 55 10.2 LEY 9 DE 1991 ...................................................................................... 57 10.3 DECRETO 2685 DE 1999 ..................................................................... 58 10.4 DECRETO 539 DE 2014. BUENAS PRÁCTICAS DE MANUFACTURA 64 11. DISEÑO METODOLÓGICO ......................................................................... 66 11.1 METODOLOGÍA .................................................................................... 66 11. 2 TIPO DE ESTUDIO .................................................................................. 66 11.3 TÉCNICAS DE RECOLECCIÓN DE INFORMACIÓN ........................... 66 12 VARIABLES ................................................................................................. 76 13 CAPÍTULO I ................................................................................................. 78 13.1 ENTREVISTA ........................................................................................ 78 13.2 PORTAFOLIO DE PRODUCTOS DE LA PANADERÍA LEAL ............... 81 13.3 POSICIÓN ARANCELARIA DE LOS PRODUCTOS DE LA PANADERÍA LEAL 84 14 CAPÍTULO II ................................................................................................ 94 14.1 DIAGNÓSTICO DE POTENCIAL EXPORTADOR (Ver ANEXO D) ...... 94 14.2 PRESELECCIÓN Y SELECCIÓN DE MERCADOS .............................. 95 15 CAPÍTULO III ............................................................................................. 118 15.1 SOCIAL ............................................................................................... 119 15.2 ECONÓMICO ...................................................................................... 129 15.3 POLÍTICO ............................................................................................ 136 15.4 LEGAL ................................................................................................. 140 15.5 AMBIENTAL ........................................................................................ 150 15.6 TECNOLÓGICO .................................................................................. 155 15.7 ANALISIS ESTRUCTURAL DEL SECTOR PANIFICADOR EN PANAMÁ ......................................................................................................................... 162 15.8 ANALISIS DE LAS ENCUESTAS ............................................................. 174 16 CAPITULO IV ............................................................................................. 197 16.1. PROPUESTA A LA PANADERIA LEAL .................................................. 197 16.2 METODOLOGÍA PARA LA APLICACIÓN DE LA FRANQUICIA .............. 204 17 CONCLUSIONES ...................................................................................... 206 18 RECOMENDACIONES .............................................................................. 209 19. BIBLIOGRAFÍA .............................................................................................. 211 20. WEBGRAFÍA ................................................................................................. 212 LISTA DE TABLAS Tabla 1. Grado de internacionalización de la red ................................................... 52 Tabla 2. Población de Colombianos en Ciudad de Panamá .................................
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