Business consulting para el cómite olímpico colombiano
No hay miniatura disponible
Fecha
2024-10-07
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Pontificia Universidad Católica del Perú
DOI
Resumen
El Comité Olímpico Colombiano (COC) enfrenta un escenario complejo y lleno de
desafíos en contexto de incertidumbre nacional e internacional.
La visión a largo plazo del COC se concentra en consolidar su posición como referente
nacional e internacional. Para lograr esto, la fórmula tradicional que ha permitido operar
desde 1936 a esta organización es insuficiente para afrontar estos nuevos retos, trabajando con
el nivel estratégico de la organización, aplicamos herramientas de análisis de contexto como
Pestel y Foda, para determinar el contexto y los problemas que surgen de este, buscando
causalidades mediante análisis de causa – Raíz, y otras herramientas para priorizar los
problemas que permitieron llegar a evaluar tres problemas principales ligados a la alta
dependencia de la organización en una sola fuente de financiación, en un contexto de alta
incertidumbre y con una baja capacidad para diversificar fuentes de ingreso en el corto y
mediano plazo. Es así que evaluaron aspectos ligados al beneficio, capacidad, e impacto para
construir una propuesta de solución integral a través de la creación de una área nueva de
relacionamiento y mercadeo, que abarque las soluciones a los problemas principales, a través
de un plan de implementación en dos etapas que suman 53 meses y un presupuesto de
US399.291, financiado con recursos propios que permita desarrollar un conjunto de
herramientas para la estructuración y financiación de proyectos de la organización con socios
y financiadores privados, que se medirán en un balanced scoreboard con KPIs concretos que
midan el aumento la participación de otras fuentes de ingreso a 20% año a año. Los factores
claves de éxito y las recomendaciones denotan la pertinencia, y el correcto análisis del
contexto externo e interno para la adopción de la solución propuesta: la creación de un área de
relacionamiento y mercadeo al interior del Comité Olímpico Colombiano.
The Colombian Olympic Committee (COC) faces a complex scenario full of challenges in the context of national and international uncertainty. The COC's long-term vision focuses on consolidating its position as a national and international reference. To achieve this, the traditional formula that has allowed the organization to operate since 1936 is insufficient to address these new challenges. Working at the strategic level of the organization, we applied context analysis tools such as PESTEL and SWOT to determine the context and issues arising from it. By seeking causalities through root cause analysis and other tools to prioritize issues, we identified three main problems related to the organization's high dependence on a single source of funding, in a context of high uncertainty and low capacity to diversify income sources in the short and medium term. Thus, aspects related to benefits, capacity, and impact were evaluated to develop a comprehensive solution proposal through the creation of a new area for relationship management and marketing. This proposal addresses the main problems through a two-phase implementation plan totaling 53 months and a budget of US $399,291, financed with internal resources. This plan aims to develop a set of tools for structuring and financing organizational projects with private partners and funders, which will be measured by a balanced scorecard with specific KPIs to track the increase in participation from other income sources to 20% year over year. The key success factors and recommendations highlight the relevance and correct analysis of both external and internal contexts for adopting the proposed solution: the creation of a relationship and marketing area within the Colombian Olympic Committee.
The Colombian Olympic Committee (COC) faces a complex scenario full of challenges in the context of national and international uncertainty. The COC's long-term vision focuses on consolidating its position as a national and international reference. To achieve this, the traditional formula that has allowed the organization to operate since 1936 is insufficient to address these new challenges. Working at the strategic level of the organization, we applied context analysis tools such as PESTEL and SWOT to determine the context and issues arising from it. By seeking causalities through root cause analysis and other tools to prioritize issues, we identified three main problems related to the organization's high dependence on a single source of funding, in a context of high uncertainty and low capacity to diversify income sources in the short and medium term. Thus, aspects related to benefits, capacity, and impact were evaluated to develop a comprehensive solution proposal through the creation of a new area for relationship management and marketing. This proposal addresses the main problems through a two-phase implementation plan totaling 53 months and a budget of US $399,291, financed with internal resources. This plan aims to develop a set of tools for structuring and financing organizational projects with private partners and funders, which will be measured by a balanced scorecard with specific KPIs to track the increase in participation from other income sources to 20% year over year. The key success factors and recommendations highlight the relevance and correct analysis of both external and internal contexts for adopting the proposed solution: the creation of a relationship and marketing area within the Colombian Olympic Committee.
Descripción
Palabras clave
Consultores de empresas--Planificación estratégica, Deportes--Colombia
Citación
item.page.endorsement
item.page.review
item.page.supplemented
item.page.referenced
Licencia Creative Commons
Excepto se indique lo contrario, la licencia de este artículo se describe como info:eu-repo/semantics/openAccess