Administración de Negocios (Mag.)
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Item Metadata only Consulting Report - The high incidence due to a bad analysis of the Telefonica´s user requirements by INDRA.(Pontificia Universidad Católica del Perú, 2021-02-12) Alegría Cahuana, Diego Alberto; Cieza Huané, Leslie Yessenia; Wittig, Ellen Sophie; Sánchez Paredes, Sandro AlbertoTelefónica del Perú S.A.A. is a multinational telecommunications company based in Spain. Founded in 1992, operating internationally Telefónica the organization has more than 25 years of experience, Telefónica has been operating in Peru since 1994. The main objective of the consultancy was to identify the main problems Telefónica has in the area of Quality Assurance (QA), which do not allow it to reach the institution's goals and which generate cost overruns for the company. This was done through surveys and work meetings with workers; once the main problem was identified, the root causes were analyzed, and then solutions were proposed to solve the current problem. The main problem which is to have a high incidence has as a root cause of the unsufficient analysis of the users' requirements by the manager or quality control analyst. This bad analysis generates a repetition of the processes that have been carried out and this leads to an additional cost for bad analysis. In order to solve this problem and reduce the number of monthly incidents that are generated, proposes the creation of Telefonica's own website. At present, this website is provided by the provider Indra, and Telefonica has no right to this information. With this proposed solution, which is a long term solution, Telefonica could identify the problems of the incidents that may occur in the month, since it can have traceability of each one, and with it can generate lessons learned to avoid making the same mistakes.Item Metadata only Consulting report – Bigmond S.A.(Pontificia Universidad Católica del Perú, 2021-02-12) Atarama López, Rossmery Kimberly; Galvez Lopez, Jose Alonso; Sánchez Paredes, Sandro AlbertoBigmond is a Peruvian company dedicated to the headhunting services and human resources consulting. In the last months, the company has been facing a decrease on its commercial activities due to the fierce competition and, more recently, due to the COVID-19 pandemic. This situation has aware Bigmond of the necessity of reinvent an offer a service that target individuals rather than companies, this is why an outplacement service was thought as a suitable solution. Bigond also looks at the service as a way to keep its reputations as a anti-discriminatory company and expects that this new service could be offered to low and middle management job positions. Bigmond wants to achieve its objective by launching the service in the short-term but need a clear path of how to do it. The present thesis is intented to give Bigmond a detailed study with the best practices of how to implement the service. The thesis starts with an analysis of the Porter’s five forces and an overview of the external and internal factors affecting the company. Then, a literature review is presented in order to give a clear understanding of what is outplacement and its implications. Next, a benchmark of international and national companies that are currently offering the service and a survey were developed as the qualitative and quantitative analysis respectively. As result, a new business unit with a fully digital service through a platform was defined as the best alternative to implement. The project was estimated to last 76 working days and to have an initial cost of S/. 181,000.00. Finally, as outcomes, the projections showed that the company can achieve positive results in the first year after launching the service and to get positive reputational and brand awareness outcomes.Item Metadata only Consulting report – MASEDI contratistas generales S.A.(Pontificia Universidad Católica del Perú, 2021-02-10) Friedinger, Alexa Ricarda Celina; Henschel, Julia; Noriega Aguirre, Ana Vanessa; Loayza Vargas, Miguel Alejandro; Sánchez Paredes, Sandro AlbertoMASEDI es una compañía de construcción peruana con más de 15 años en la industria. La empresa comenzó enfocándose en el sector público; sin embargo, para poder incrementar las ganancias y alcanzar sus ambiciosas metas, la compañía quiere expandir sus operaciones en el sector privado. En el sector público, la construcción de marca es irrelevante, puesto que los proyectos de construcción del gobierno se determinan por factores de costo y tiempos de entrega. Por lo tanto, MASEDI actualmente se especializa en construcción eficiente, abaratamiento de costos, relaciones fuertes con sus clientes y rápidos tiempos de entrega. Por otro lado, en el sector privado la marca y reputación son factores importantes de diferenciación entre los competidores al momento de licitar nuevos proyectos. MASEDI ha invertido en pequeños proyectos de marketing como el rediseño de su logo, el lanzamiento de una página web o la implementación de redes sociales; no obstante, la compañía carece de actividades de marketing con objetivos estratégicos como la construcción de marca y la misión de crear una ventaja competitiva para poder diferenciarse del resto de competidores. Después de revisar literatura académica sobre el branding en compañías B2B, marketing en la industria de la construcción, gobernanza corporativa, gestión de cambio y luego a un análisis profundo de la industria de construcción peruana, los autores recomiendan una construcción de marca emocional y una estrategia de responsabilidad social empresarial (RSE) con un enfoque en impacto social como los drivers para el éxito de la empresa. Además, se recomienda a la compañía a implementar un departamento a cargo de la gestión y monitoreo de los objetivos de construcción de marca y posicionamiento de la ventaja competitiva.Item Metadata only Consulting report Team 2- MASEDI Contratistas Generales(Pontificia Universidad Católica del Perú, 2021-02-10) Bayer, Sofie Barbara; Huemura Okumura, Daniel Keiichi; Núñez Acevedo, Sary Mishel; Sánchez Paredes, Sandro AlbertoMASEDI is a Peruvian construction company created and founded by Vladimir Sokolic in 1999. They provide services in the field of architectural design, construction, maintenance and everything related to the area. Its approach as a company is based on leadership, experience, quality and personalized service in each project. The main problem identified is the low brand awareness which prevents from obtaining a greater number of clients in the private sector. This is mainly due to the strong competition, lack of a marketing department to promote the brand, as well as the reliance on word of mouth advertising thanks to its good reputation in the public sector. In that sense, the CEO is interested in finding strategies to make MASEDI recognized in the private sector for its quality service and expertise. The theory reviewed to develop the solution to the problem suggests marketing strategies through social media and content management; customer relationship management (CRM); and corporate social responsibility activities (CSR). Then, four alternatives were developed and evaluated regarding to cost, feasibility, effectiveness, ease of implementation and reliability. The final proposal includes an integrated marketing communication strategy through digital and nondigital media, as well as the division of the client portfolio, whose implementation plan is detailed step by step for MASEDI, in order to obtain new clients, get brand recognition and increased traffic on the web and social networks.Item Metadata only Consulting Report – Bigmond S.A.C. Outplacement Service Business Plan(Pontificia Universidad Católica del Perú, 2020-12-09) Pacheco Razuri, David Alonso; Zöttl, Alexander; Sánchez Paredes, Sandro AlbertoThe opportunity of no massified digital outplacement service for individuals currently offered in the market is receiving considerable additional attention due to the COVID-19 pandemic. This paper emphasizes on identifying and analyzing if the opportunity is relevant for the Peruvian market and, furthermore, establishes a concept for Bigmond to investigate if this opportunity is exploitable. Literature has shown that the labor market is experiencing a complete change because of digitalization. By conducting qualitative and quantitative analysis on existing practices in the outplacement industry worldwide, plus, by evaluating the potential of the target country and Bigmond through the PESTEL and AMOFHIT framework, dark areas of information on how to offer outplacement services properly have been illuminated. Research emphasizes the importance of the satisfaction of end-clients through personal decision-making, individualization and communication in the outplacement service. Additionally, outplacement agencies act as supportive bridge between employer and employee, especially in emergency situations, such as COVID-19. Hence, it is advisable to provide a differentiated service that, rather than offering the outplacement service itself, will allow individuals to connect with companies, mentors, and coaches during their journey of unemployment.Item Metadata only Textile industry consulting report case of CREDITEX S.A.A.(Pontificia Universidad Católica del Perú, 2020-12-01) Ramos Alvarado, Janine Estela; Radner, Sandra; Sánchez Paredes, Sandro AlbertoCREDITEX S.A.A. is a company dedicated to the manufacture and sale of yarns, fabrics and garments made with Pima and Tangüis cotton, to both national and international markets. The company is characterized by being vertically integrated, managing its operations in seven plants distributed along the Peruvian coast, thus achieving absolute control during the entire manufacturing process. CREDITEX belongs to the economic group Corporación Cervesur S.A.A., and employs around 1500 people, including operators and administrative staff, as well as a board of Executive Directors composed by six people. In the last five years, the company has shown a decline in sales, which has been notably reflected in the financial statements, for instance, an EBITDA of PEN 12'370 miles was reached in 2018 and PEN 9'171 miles in 2019, indicating a decline of around 25%. This is mainly due to the increase in production costs and it has been possible to demonstrate during the analysis carried out in the present thesis that the costs of materials and labor have had a significant influence on this rise. Hence, the international demand has been reduced as customers have opted for other more economical options. Under this scenario and the prompt need to solve the reduction in sales, it is proposed the strategy of product development for an existing market, which refers to the United States; with a focus on the category of sportswear targeting the premium segment, in addition to the implementation of the FairTrade or Made in Green seal in order to have an added value on the current products and justify their prices. Finally, it is proposed specific recommendations for CREDITEX to improve its internal processes and, consequently, sales and positioning in the local and international markets.Item Metadata only Consulting for the textile company Creditex S.A.A(Pontificia Universidad Católica del Perú, 2020-11-30) Arbeiter, Charlotte; Rodríguez Velásquez, Annie Isabel Katherin; Sánchez Paredes, Sandro AlbertoCreditex is one of the largest Peruvian textile companies listed on the Lima stock exchange. The main activity of the company is the manufacture of textile products, including ginning, spinning, weaving, dyeing, finishing and all activities related to the industrial processing of natural fibers of plant, animal and synthetic origin. Creditex is specialized in the development of complete clothing packages for major international brands such as Tommy Bahamas, Life is good, Island Company, and others. Creditex is facing a decline in its sales and an increase in its manufacturing and labor costs. One reason for the rapid decline in sales is seen in ineffective product development. Therefore, the research question of this thesis is as follows: Which product development for the Latin American and US market enables Creditex to achieve sustainable success? The methodology used is a single case study. Relevant literature was collected by means of a literature review and expert interviews. Following the literature review, four different possible solutions are presented, which are then systematically analyzed and ranked according to several assessment criteria. The company Creditex is shown one short and one long term solution. The proposed solution suggested to the company is to implement a new product line focusing on medical clothing and sports and leisurewear, taking into account the current demand for both products and the growing expectations of both markets.Item Metadata only Consulting report – Inefficient management of the outsourced QA planning and testing between Telefónica and Indra(Pontificia Universidad Católica del Perú, 2020-11-27) Silva Puente Arnao, María Angélica; Vilchez Rodriguez, Karla Solansh; Sánchez Paredes, Sandro AlbertoTelefónica is a telecom company that operates in 14 countries in South America and Europe, offering products and services such as wireless telephony, mobile phones, internet, cable TV, among others. Its main competitive advantages are the design and differentiation of its products, as well as the global brand recognition. One of the countries where this company operates is Peru, where Telefónica is leader in the sector and has contributed to the development of the country's telecommunications infrastructure. Telefónica del Perú has a Quality Assurance (QA) team to ensure that all Customer Relationship Management (CRM) activities function without errors after a product is launched, so as not to affect commercial operations. Part of the quality control process is outsourced by Indra, a provider of information technology consulting services who is responsible for planning and executing tests for Telefónica del Perú. Nevertheless, there is currently a problem that is reflected in hours of inoperability of the CRM system and working hours of this supplier. The problem identified is the inefficient management of the outsourced QA planning and testing between Telefónica and Indra. This problem has generated unnecessary costs for Telefónica del Perú of S/ 547 million in lost sales opportunities (from January 2019 to January 2020), and S/ 307 thousand in unused working hours of Indra (from January to June 2020). Therefore, five solutions have been proposed through a Cooperation Model to help Telefónica del Perú to improve its relationship with Indra, to meet its objectives, and to continuously improve in order to offer products and services with the highest quality standards, providing the best experience for customers. The expected results are to reduce 70% of the costs of lost sales opportunities and unnecessary payments made to Indra.