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Internacionalización De Empresas Colombianas: Caso Pettacci S.A

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Internacionalización De Empresas Colombianas: Caso Pettacci S.A INTERNACIONALIZACIÓN DE EMPRESAS COLOMBIANAS: CASO PETTACCI S.A DIANA CAROLINA CIFUENTES ZUBIETA GINNETTE CATALINA NÚÑEZ NÚÑEZ INGRID PAULINA PATERNINA PATERNINA TRABAJO DE GRADO PARA OPTAR POR EL TÍTULO DE ADMINISTRADOR DE NEGOCIOS INTERNACIONALES COLEGIO MAYOR DE NUESTRA SEÑORA DEL ROSARIO FACULTAD DE ADMINISTRACIÓN ADMINISTRACIÓN DE NEGOCIOS INTERNACIONALES BOGOTÁ D.C, JULIO DE 2013 INTERNACIONALIZACIÓN DE EMPRESAS COLOMBIANAS: CASO PETTACCI S.A DIANA CAROLINA CIFUENTES ZUBIETA GINNETTE CATALINA NUÑEZ NUÑEZ INGRID PAULINA PATERNINA PATERNINA TRABAJO DE GRADO PARA OPTAR POR EL TÍTULO DE ADMINISTRADOR DE NEGOCIOS INTERNACIONALES TUTOR: JAIME MORENO ESCOBAR COLEGIO MAYOR DE NUESTRA SEÑORA DEL ROSARIO FACULTAD DE ADMINISTRACIÓN ADMINISTRACIÓN DE NEGOCIOS INTERNACIONALES BOGOTÁ, JULIO DE 2013 DEDICATORIA Dedicamos este trabajo de grado a nuestros padres, quienes son el soporte de nuestras vidas. AGRADECIMIENTOS Agradecemos en primera instancia a Dios, por darnos la oportunidad de culminar nuestros estudios de manera satisfactoria. A nuestros padres quienes nos brindaron su apoyo de manera de incondicional a lo largo de nuestra carrera, dándonos el mejor ejemplo para ser personas íntegras, con valores éticos y morales, para contribuir de mejor forma a la sociedad. A nuestros amigos y familiares por su motivación y ayuda para alcanzar nuestras metas. A la universidad de Rosario, por contar con excelente calidad humana y académica, pertinente para desempeñarnos de manera profesional TABLA DE CONTENIDO GLOSARIO ........................................................................................................................................... RESUMEN............................................................................................................................................ ABSTRACT .......................................................................................................................................... INTRODUCCIÓN ........................................................................................................................... 12 1 ANÁLISIS DE LA INDUSTRIA TEXTIL EN LATINOAMÉRICA ...................................... 13 2 PETTACCI S.A ....................................................................................................................... 20 2.1 Información organizacional: Pettacci S.A ................................................................... 20 2.1.1 Razón Social ........................................................................................................... 20 2.1.2 Visión de la empresa ............................................................................................. 20 2.1.3 Misión de la empresa ............................................................................................. 20 2.1.4 Estados financieros ................................................................................................ 21 2.2 Productos Pettacci S.A .................................................................................................. 22 2.2.1 Colecciones ............................................................................................................. 23 2.2.2 Materia prima .......................................................................................................... 24 3 MERCADOS OBJETIVO DE PETTACCI SA .................................................................... 24 3.1 México .............................................................................................................................. 24 3.1.1 Datos generales ..................................................................................................... 25 3.1.2 Panorama Competitivo Mexicano ........................................................................ 28 3.1.3 Expectativas en el Sector...................................................................................... 29 3.1.4 Tendencias en el mercado .................................................................................... 29 3.1.5 Canales de Distribución ........................................................................................ 30 3.2 Puerto Rico ...................................................................................................................... 30 3.2.1 Datos generales ..................................................................................................... 30 3.2.2 Industria textil .......................................................................................................... 30 3.2.3 Tendencias de Consumo en Puerto Rico ........................................................... 31 3.2.4 Canales de distribución ......................................................................................... 32 3.3 Colombia .......................................................................................................................... 33 3.3.1 Datos Generales ..................................................................................................... 33 3.3.2 Descripción del sector Textil ................................................................................. 34 3.3.3 Panorama Competitivo Colombiano .................................................................... 36 3.3.4 Expectativas en el sector ...................................................................................... 37 3.3.5 Tendencias en el mercado .................................................................................... 37 3.3.6 Canales de distribución ......................................................................................... 38 3.4 Perú .................................................................................................................................. 38 3.4.1 Datos generales ..................................................................................................... 38 3.4.2 Tendencias en el mercado de ropa interior ........................................................ 39 3.4.3 Canales de distribución ......................................................................................... 40 3.5 Venezuela:....................................................................................................................... 40 3.5.1 Datos Generales:.................................................................................................... 41 3.5.2 Descripción Sector Textil: ..................................................................................... 41 3.5.3 Panorama competitivo: .......................................................................................... 43 3.5.4 Perspectivas del Mercado ..................................................................................... 43 3.5.5 Tendencias .............................................................................................................. 44 3.5.6 Distribución .............................................................................................................. 46 3.6 Ecuador ............................................................................................................................ 46 3.6.1 Datos generales: .................................................................................................... 46 3.6.2 Descripción de sector textil: .................................................................................. 47 3.6.3 Expectativas del sector: ........................................................................................ 48 3.6.4 Tendencias: ............................................................................................................. 48 3.6.5 Distribución: ............................................................................................................. 50 4 ESTRATEGIAS DE MERCADEO ........................................................................................ 51 4.1 Estrategia de promoción ............................................................................................... 51 4.2 Estrategia de precio ....................................................................................................... 52 4.2.1 Estrategia de precios competitivos ...................................................................... 52 4.3 Estrategia de producto .................................................................................................. 52 4.3.1 Estrategia de producto diferenciado .................................................................... 52 4.4 Estrategia de plaza ........................................................................................................ 52 5 ESTRATEGIAS DE PENETRACIÓN EN LOS MERCADOS OBJETIVO ..................... 53 5.1 México .............................................................................................................................. 53 5.1.1 Producto: ................................................................................................................. 53 5.1.2 Precio: ...................................................................................................................... 54 5.1.3 Promoción: .............................................................................................................. 54 5.1.4 Plaza: ....................................................................................................................... 55 5.2 Puerto Rico .....................................................................................................................
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