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Universidad De Costa Rica View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Repositorio Institucional de la Universidad de Costa Rica UNIVERSIDAD DE COSTA RICA SISTEMA DE ESTUDIOS DE POSGRADO Propuesta de Cuadro de Mando Integral para la empresa Grupo de Tecnología y Servicios de Centroamérica, S. A. Trabajo final de graduación sometido a la consideración de la Comisión del Programa de Estudios de Posgrado en Administración y Dirección de Empresas para optar al grado y título de Maestría Profesional en Administración y Dirección de Empresas con énfasis en Gerencia LUIS DIEGO GOLDONI A32166 Ciudad Universitaria Rodrigo Facio, Costa Rica 2015 DEDICATORIA A mis padres por su apoyo y colaboración durante todos mis años de desarrollo académico, así como a Jorge Escobedo Ángel, Presidente de Grupo STG, empresa en la cual me he desarrollado profesionalmente y en la cual se ha llevado a cabo la presente investigación. i AGRADECIMIENTOS Al M.A.E. Roque Rodríguez Chacón, guía y tutor del presente Proyecto Final de Graduación. Al M.B.A. Gustavo Bado Zúñiga y al M.C.P. Luciano Salvietti Cignetti, por su colaboración como lectores. A la Lic. Ginette Fonseca por su contribución como filóloga. A mis compañeras Angélica, Gloriana, Catalina y Andrea por su amistad y apoyo durante toda la maestría. ii “Este trabajo final de investigación aplicada fue aceptado por la Comisión del Programa de Estudios de Posgrado en Administración y Dirección de Empresas de la Universidad de Costa Rica, como requisito parcial para optar al grado y título de Maestría Profesional en Gerencia.” ____________________________________________ M.A.E. Roque Rodríguez Chacón Profesor Guía ___________________________________________ M.B.A. Gustavo Bado Zúñiga. Lector (Profesor de Posgrado) ____________________________________________ M.C.P. Luciano Salvietti Cignetti Lector de Empresa ____________________________________________ Dr. Aníbal Barquero Chacón Director Programa de Posgrado en Administración y Dirección de Empresas ____________________________________________ Luis Diego Goldoni García Sustentante iii Tabla de contenido DEDICATORIA ................................................................................................................................. i AGRADECIMIENTOS ...................................................................................................................... ii Resumen ejecutivo ....................................................................................................................... ix Lista de Figuras .............................................................................................................................. x Lista de Tablas .............................................................................................................................. xi Lista de Gráficos .......................................................................................................................... xii Lista de abreviaturas .................................................................................................................. xiii Introducción y Justificación ........................................................................................................14 Capítulo 1. Contextualización de la industria de las telecomunicaciones e introducción de aspectos teóricos conceptuales para el desarrollo de un cuadro de mando integral. ................16 Contextualización de la industria ........................................................................................16 1.1 La industria de proveedores de equipo de telecomunicaciones..............................16 Perspectivas teóricas ...........................................................................................................40 1.2 Modelo de CMI de Robert S. Kaplan y David Norton ...............................................40 1.3 Estrategia organizacional .........................................................................................40 1.4 Cuadro de mando integral .......................................................................................45 1.5 Objetivos estratégicos .............................................................................................50 1.6 Indicadores ..............................................................................................................51 1.7 Mapas estratégicos..................................................................................................52 1.8 Conclusión del capítulo ...........................................................................................52 Capítulo 2. Descripción de la situación actual de la empresa Grupo de Tecnología y Servicios de Centroamérica S. A. .....................................................................................................................53 2.1 Aspectos generales de la empresa Grupo de Tecnología y Servicios de Centroamérica, S. A. 53 2.1.1 Reseña histórica ..................................................................................................54 2.1.2 Expansión ............................................................................................................55 2.1.3 Instalaciones y sucursales ....................................................................................55 2.2 Aspectos estratégicos de la empresa ..........................................................................56 2.2.1 Misión de la empresa ..........................................................................................56 2.2.2 Visión de la empresa ...........................................................................................56 iv 2.2.3 Política de calidad ................................................................................................57 2.2.4 Estrategia operativa.............................................................................................57 2.3 Estructura administrativa y comercial de la empresa Grupo de Tecnología y Servicios de Centroamérica S. A. ............................................................................................................58 2.3.1 Organigrama ........................................................................................................58 2.3.2 Productos y servicios ...........................................................................................61 2.3.3 Mercado ..............................................................................................................65 2.4 Áreas de Valor .............................................................................................................68 2.4.1 Área financiera ....................................................................................................69 2.4.2 Área de clientes ...................................................................................................70 2.4.3 Área de procesos internos ...................................................................................71 2.4.4 Área aprendizaje y crecimiento ...........................................................................72 2.5 Conclusión del capítulo ...............................................................................................73 Capítulo 3. Análisis de la gestión estratégica de la empresa Grupo de Tecnología y Servicios de Centroamérica S. A. .....................................................................................................................75 3.1 Metodología ................................................................................................................75 3.2 Análisis de los aspectos estratégicos de la empresa ....................................................76 3.2.1 Misión propuesta por la empresa ........................................................................76 3.2.2 Visión propuesta por la empresa .........................................................................78 3.2.2.1 Curso estratégico .................................................................................................79 3.2.2.2 Imagen .................................................................................................................80 3.2.2.3 Toma de decisiones .............................................................................................80 3.2.2.4 Viabilidad .............................................................................................................80 3.2.2.5 Flexibilidad ante el cambio ..................................................................................80 3.2.2.6 Comunicación ......................................................................................................81 3.2.3 Análisis de la política de calidad ..............................................................................82 3.2.4 Análisis de la estrategia operativa ...........................................................................83 3.3 Análisis de las cuatro perspectivas ..............................................................................83 3.3.1 Perspectiva financiera .........................................................................................84 3.3.2 Perspectiva de los clientes ...................................................................................88 3.3.3 Perspectiva de los procesos internos ..................................................................96 v 3.3.4 Aprendizaje y Crecimiento.................................................................................100
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