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Plan Estratégico Amazon.Com 2014-2018” “PLAN ESTRATÉGICO AMAZON.COM 2014-2018” Trabajo de Investigación presentado para optar al Grado Académico de Magíster en Administración Presentado por Sra. Edith Salazar Alcos Sra. Lady Denisse Giraldo Chávez Asesor: Dr. Alejandro Flores 2019 Dedico el presente trabajo a mis padres, hermanas y sobrinos, por su constante apoyo en mi desarrollo profesional. Lady Denisse Giraldo Chavez Dedico mi esfuerzo a mis adorados mellizos Valentina y Christian, y a mi esposo por su amor e inspiración. Edith Liliana Salazar Alcos Agradecemos al Dr. Alejandro Flores Castro, por su constante asesoramiento y dedicación. Resumen ejecutivo El presente plan estratégico se ha desarrollado para una empresa líder en el comercio electrónico. Esta empresa ha posicionado su marca por sus altos estándares de calidad, logrando así estar un paso delante de sus competidores. Sin embargo, el creciente mercado obliga a Amazon Estados Unidos a realizar cambios, adoptar nuevas tecnologías, renovar los procesos de producción y comercialización, con la finalidad de poder acceder a nuevos mercados . El caso “Reinventando el comercio electrónico” nos centra en el año 2013 determinando el problema que afronta Amazon por el incremento en los costos de envio. Del año 2010 al 2013 la diferencia entre ingresos netos por ventas respecto a los costos de envío se ha ido acortando año tras año en 5,90 %, 14,11 %, 1,63 % y 7,37 ocasionando una reducción en el margen de beneficio. Lo expuesto hace necesario que se busquen nuevas formas de envío para asegurar la entrega de la última milla. A través del análisis se han identificado las oportunidades y amenazas, así como también las fortalezas y las debilidades que afronta Amazon para proponer acciones y estrategias que le permitan lograr los objetivos estratégicos. Por lo tanto, en el presente plan estratégico se proponen soluciones para que la compañía siga manteniendo su liderazgo en el mercado a largo plazo, mediante las estrategias penetración de mercado y la estrategia de desarrollo de servicio, con la finalidad de aumentar la participación de mercado otorgando una nueva opción de servicio llamado “Amazon Light”, donde se realizará un convenio con empresas para que los clientes recojan sus pedidos en sus agencias. Las estrategias mencionadas permitirán generar un valor actual neto incremental de US$ 852 millones en cinco años. Índice de contenidos Índice de tablas ............................................................................................................................. x Índice de gráficos ....................................................................................................................... xi Índice de anexos ........................................................................................................................ xii Capítulo I. Identificación del problema ..................................................................................... 1 1. Consideraciones generales ......................................................................................................... 1 2. Descripción y perfil estratégico de la empresa........................................................................... 2 3. Definición del problema ............................................................................................................. 3 4. Enfoque y descripción de la solución prevista ........................................................................... 4 Capítulo II. Análisis externo ....................................................................................................... 5 1. Análisis del entorno general (Pestel): oportunidades y amenazas ............................................. 5 1.1. Factores políticos .................................................................................................................... 5 1.2. Factores legales ....................................................................................................................... 5 1.3. Factores económicos ............................................................................................................... 6 1.4. Factores socioculturales .......................................................................................................... 7 1.5. Factores tecnológicos .............................................................................................................. 7 1.6. Factores medio ambiente......................................................................................................... 8 2. Análisis del sector ...................................................................................................................... 8 2.1. Rivalidad entre competidores .................................................................................................. 9 2.2. Poder de negociación de los proveedores ............................................................................... 9 2.3. Poder de negociación de los clientes ..................................................................................... 10 2.4. Desarrollo potencial de productos sustitutos ......................................................................... 10 2.5. Barreras de entrada ................................................................................................................ 11 2.6. Barreras de salida .................................................................................................................. 11 3. Grado de atracción general de la industria ............................................................................... 11 4. Matriz evaluación de factores externos (EFE) ......................................................................... 12 5. Matriz de perfil competitivo (MPC) ........................................................................................ 13 v 6. Conclusiones ............................................................................................................................ 14 Capítulo III. Análisis interno .................................................................................................... 15 1. Análisis de áreas funcionales ................................................................................................... 15 1.1. Administración y gerencia .................................................................................................... 15 1.2. Marketing y ventas ................................................................................................................ 16 1.2.1. Cliente ................................................................................................................................ 16 1.2.2. Perfil del cliente Amazon ................................................................................................... 17 1.2.3. Nuevos socios estratégicos – perfil del cliente actual ........................................................ 18 1.3. Operaciones y logística ......................................................................................................... 21 1.3.1. Proceso ............................................................................................................................... 22 1.4. Finanzas y contabilidad ......................................................................................................... 23 1.5. Sistemas e información ......................................................................................................... 24 1.6. Recursos humanos y cultura.................................................................................................. 25 2. Modelo de negocio de Amazon: Canvas .................................................................................. 26 3. Evaluación de la cadena de valor ............................................................................................. 26 3.1. Actividades primarias controlables ....................................................................................... 26 3.1.1. Marketing y ventas ............................................................................................................. 26 3.1.2. Personal de contacto ........................................................................................................... 27 3.1.3. Soporte físico y habilidades ............................................................................................... 27 3.1.4. Prestación ........................................................................................................................... 28 3.2. Actividad primaria no controlable ........................................................................................ 28 3.2.1. Clientes............................................................................................................................... 28 3.2.2. Otros clientes ...................................................................................................................... 29 4. Actividades de apoyo ............................................................................................................... 29 4.1. Dirección general .................................................................................................................. 29 4.2. Recursos humanos ................................................................................................................. 30 4.3. Organización interna y tecnología .......................................................................................
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