Planeamiento estratégico de la empresa grupo alimenticio Alba del Fonce S.A.S.
Date
2019-10-03
Journal Title
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Publisher
Pontificia Universidad Católica del Perú
Acceso al texto completo solo para la Comunidad PUCP
Abstract
El Grupo Alimenticio Alba del Fonce es una compañía colombiana dedicada al
procesamiento del cacao, café y cereales desde 1986. Actualmente, ocupa el quinto lugar del
ranking de empresas productoras de chocolate de mesa a nivel nacional; sus principales
competidores son Compañía Nacional de Chocolates, Casa Luker, Girones e Industrias
Alimenticias Valenpa. El principal producto de la compañía es el chocolate de mesa que
corresponde al 74,4% de sus ingresos, el cual es símbolo de la cultura colombiana y se
consume diariamente en los hogares.
Este plan busca diseñar las estrategias que llevarán a la compañía al cumplimiento
de su visión al 2024. Esto se realizó mediante el análisis interno y externo de la compañía
identificando las fortalezas, debilidades, oportunidades y amenazas. Asimismo, se diseñaron
cinco objetivos a largo plazo para incrementar la utilidad neta, los ingresos, la producción,
potenciar la exportación al mercado americano e iniciar las ventas en el mercado español;
esto permitirá posicionar la empresa en el cuarto lugar del ranking de la industria.
Para lograr sus objetivos, la empresa deberá aplicar estrategias de desarrollo de
mercados, diversificación de productos, ampliación de la capacidad productiva, integración
vertical con proveedores y generación de alianzas estratégicas. La empresa tiene un reto
importante en el desarrollo de sus estrategias para generar un valor agregado en el mercado y
contribuir al fomento de la sostenibilidad ambiental, social y económica.
Grupo Alimenticio Alba del Fonce is a Colombian company dedicated to process cocoa, coffee and cereals since 1986. Currently, it occupies the fifth place nationally in the ranking of companies producing chocolate tablets; whose main competitors are Compañía Nacional de Chocolates, Casa Luker, Girones and Industrias Alimenticias Valenpa. The primary product of the company is chocolate tablets, which corresponds to 74.4% of its income and is a symbol of Colombian culture that is consumed daily in homes. This plan seeks to design strategies that will lead the company to fulfill its vision by 2024. This was done through internal and external analysis of the company, identifying strengths, weaknesses, opportunities and threats. In addition, this plan also design five longterm objectives to increase net income, production, boost exports to the American market and initiate sales in the Spanish market. This new situation will allow the company to be on a better position in the industry maket: the fourth place. In orderto achieve these objectives, the company must apply market development strategies, product diversification, expansion of productive capacity, vertical integration with suppliers and generate strategic alliances. The company has a significant challenge in the development of its strategies in order to generate added value in the market and contribute to the promotion of environmental, social and economic sustainability.
Grupo Alimenticio Alba del Fonce is a Colombian company dedicated to process cocoa, coffee and cereals since 1986. Currently, it occupies the fifth place nationally in the ranking of companies producing chocolate tablets; whose main competitors are Compañía Nacional de Chocolates, Casa Luker, Girones and Industrias Alimenticias Valenpa. The primary product of the company is chocolate tablets, which corresponds to 74.4% of its income and is a symbol of Colombian culture that is consumed daily in homes. This plan seeks to design strategies that will lead the company to fulfill its vision by 2024. This was done through internal and external analysis of the company, identifying strengths, weaknesses, opportunities and threats. In addition, this plan also design five longterm objectives to increase net income, production, boost exports to the American market and initiate sales in the Spanish market. This new situation will allow the company to be on a better position in the industry maket: the fourth place. In orderto achieve these objectives, the company must apply market development strategies, product diversification, expansion of productive capacity, vertical integration with suppliers and generate strategic alliances. The company has a significant challenge in the development of its strategies in order to generate added value in the market and contribute to the promotion of environmental, social and economic sustainability.
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Keywords
Industria alimentaria--Colombia, Planificación estratégica
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