Business consulting – Clínica del Sur
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2024-03-07
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Pontificia Universidad Católica del Perú
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El objetivo del presente trabajo de investigación y consultoría es hacer un análisis de la
situación actual de la empresa Clínica Sur y a través de la propuesta de solución a la
problemática principal conseguir un incremento en sus ingresos del 13 % donde incluye el
crecimiento orgánico más la estrategia propuesta en el primer año. Clínica Sur es una
empresa dedicada a brindar servicios de salud en la ciudad de Tacna y que desde el 2017
aspira a convertirse en todo un referente en salud y medicina en el sur del Perú y el norte de
Chile (Arica).
Sin embargo, factores como la pandemia de COVID-19, la guerra en Ucrania y la
falta de inversión en el país hacen que la recuperación económica del Perú sea lenta y
tortuosa haciendo mella en los ingresos de muchas empresas privadas, así como en las del
sector salud sector duramente golpeado y criticado durante la pandemia.
A pesar de los muchos esfuerzos realizados con la finalidad de convertirse en el
referente que aspira, su capacidad para captar clientes se ha visto disminuida, Aun así y con
la finalidad de mantenerse en el mercado se ha visto obligada a orientar la captación de
clientes a otros estratos socioeconómicos que inicialmente no estaban contemplados en el
proyecto de factibilidad de la empresa, pero, que sin embargo, ha servido de prueba para
identificar las debilidades y oportunidades de mejora en un entorno altamente cambiante.
De esta forma se ha podido identificar que el principal problema y el más factible de
resolver radica en la baja percepción de la calidad del servicio ofrecido por la clínica lo que
contraviene con los intereses de la empresa y el corporativo al cual pertenece y pone en
desventaja su situación frente a otros competidores emergentes que ha surgido últimamente
en el mercado y relativos al sector salud.
Por ello, la propuesta de solución ofrecida está orientada a mejorar la satisfacción del
cliente antes, durante y después del servicio recibido para ello se ha desarrollado una estrategia que consiste en trabajar en los diversos puntos de contacto entre cliente y empresa
y mejorar las condiciones internas de la clínica tales como, el clima laboral a través de un
cambio de cultura a nivel institucional, el pago puntual a proveedores y actualización en la
deudas atrasadas, capacitación continua al personal en el trato al cliente y manejo de
situaciones, apoyo social a familiares de los médicos propios de la clínica y del personal
administrativo. De esta forma, y con una inversión de S/. 581.640 se espera lograr un
cumplimiento de las metas planteadas en un 8 % para el primer año.
De esta manera y según las proyecciones obtenidas se logrará obtener un VAN de S/.
2.382.622 con una tasa interna de retorno del 111.36 % lo cual se traduce en mejores beneficios
para la clínica y el compromiso con la sociedad de Tacna y el sur del Perú.
The objective of this research and consulting work is to analyze the current situation of the company Clínica Sur and, through the proposed solution to the main problem, achieve an increase in income of 13 % ehere it includes organic groeth plus the strategy proposed in the first year. Clínica Sur is a company dedicated to providing health services in the city of Tacna and that since 2017 aspires to become a benchmark in health and medicine in the south of Peru and the north of Chile (Arica). However, factors such as the COVID-19 pandemic, the war in Ukraine and the lack of investment in the country make Peru's economic recovery slow and tortuous, impacting the income of many private companies, as well as those in the sector. health sector was hard hit and criticized during the pandemic. Despite the many efforts made in order to become the reference it aspires to, its ability to attract clients has been diminished. Even so, and in order to remain in the market, it has been forced to direct client acquisition to other socioeconomic strata that were not initially contemplated in the company's feasibility project, but which, however, has served as evidence to identify weaknesses and opportunities for improvement in a highly changing environment. In this way, it has been possible to identify that the main problem and the most feasible to solve lies in the low perception of the quality of the service offered by the clinic, which contravenes the interests of the company and the corporation to which it belongs and puts it at a disadvantage. its situation compared to other emerging competitors that have recently emerged in the market and related to the health sector. For this reason, the proposed solution offered is aimed at improving customer satisfaction before, during and after the service received. For this purpose, a strategy has been developed that consists of working at the various points of contact between customer and company and improving internal conditions. of the clinic such as, the work environment through a change in culture at the institutional level, punctual payment to suppliers and updating on overdue debts, continuous training of staff in customer treatment and situation management, social support for family members of the clinic's own doctors and administrative staff. In this way, and with an investment of S/. 581.640, it is expected to achieve 8 % compliance with the goals set for the first year. In this way and according to the projections obtained, it will be possible to obtain a van of S/. 2.382.662 with an internal rate of return of 111.36 %, which translates into better benefits for the clinic and the commitment to the society of Tacna and southern Peru.
The objective of this research and consulting work is to analyze the current situation of the company Clínica Sur and, through the proposed solution to the main problem, achieve an increase in income of 13 % ehere it includes organic groeth plus the strategy proposed in the first year. Clínica Sur is a company dedicated to providing health services in the city of Tacna and that since 2017 aspires to become a benchmark in health and medicine in the south of Peru and the north of Chile (Arica). However, factors such as the COVID-19 pandemic, the war in Ukraine and the lack of investment in the country make Peru's economic recovery slow and tortuous, impacting the income of many private companies, as well as those in the sector. health sector was hard hit and criticized during the pandemic. Despite the many efforts made in order to become the reference it aspires to, its ability to attract clients has been diminished. Even so, and in order to remain in the market, it has been forced to direct client acquisition to other socioeconomic strata that were not initially contemplated in the company's feasibility project, but which, however, has served as evidence to identify weaknesses and opportunities for improvement in a highly changing environment. In this way, it has been possible to identify that the main problem and the most feasible to solve lies in the low perception of the quality of the service offered by the clinic, which contravenes the interests of the company and the corporation to which it belongs and puts it at a disadvantage. its situation compared to other emerging competitors that have recently emerged in the market and related to the health sector. For this reason, the proposed solution offered is aimed at improving customer satisfaction before, during and after the service received. For this purpose, a strategy has been developed that consists of working at the various points of contact between customer and company and improving internal conditions. of the clinic such as, the work environment through a change in culture at the institutional level, punctual payment to suppliers and updating on overdue debts, continuous training of staff in customer treatment and situation management, social support for family members of the clinic's own doctors and administrative staff. In this way, and with an investment of S/. 581.640, it is expected to achieve 8 % compliance with the goals set for the first year. In this way and according to the projections obtained, it will be possible to obtain a van of S/. 2.382.662 with an internal rate of return of 111.36 %, which translates into better benefits for the clinic and the commitment to the society of Tacna and southern Peru.
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Consultores de empresas--Planificación estratégica, Servicios de salud--Perú--Tacna
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