Helados Tesis Final
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1 CAPÍTULO 1 LA EMPRESA “HELADOS COCACHO” ............................................ ................. 7 1.1. RESEÑA HISTÓRICA DE LA EMPRESA. ............................................. 7 1.2. DIAGNÓSTICO DE LA SITUACIÓN ACTUAL. ......................... ............. 9 1.2.1. CLIENTES EXTERNOS. ................................................................. 9 1.2.2. ANÁLISIS EXTERNO. ................................................................... 11 1.2.3. ANÁLISIS DE LA COMPETENCIA. ............................................... 13 1.2.4. CLIENTES INTERNOS. ................................................................ 17 1.2.5. ANÁLISIS INTERNO. .................................................................... 17 1.3. PLAN ESTRATÉGICO. ........................................................................ 19 1.3.1. MISIÓN. ........................................................................................ 19 1.3.2. VISIÓN. ......................................................................................... 19 1.3.3. VALORES CORPORATIVOS. ...................................................... 20 1.3.4. OBJETIVOS EMPRESARIALES. .................................................. 20 1.3.5. ESTRATEGIAS. ............................................................................ 20 1.3.6. POLÍTICAS. .................................................................................. 21 1.4. ESTRUCTURA ORGANIZACIONAL DE LA EMPRESA...................... 22 1.4.1. ORGANIGRAMA. .......................................................................... 22 1.5. CARTERA DE PRODUCTOS. ............................................................. 24 1.6. PROCESOS. ....................................................................................... 25 ANÁLISIS DEL MACROENTORNO Y MICROENTORNO ............................... 36 2.1. ANÁLISIS DEL MACROENTORNO. ....................................................... 36 2.1.1. ENTORNO ECONÓMICO. ................. ................................................. 36 2.1.1.1. PRODUCTO INTERNO BRUTO. ............................................... 36
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