Plan estratégico de Telefónica del Perú S.A.A.
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Date
2020-10-22
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Pontificia Universidad Católica del Perú
Acceso al texto completo solo para la Comunidad PUCP
Abstract
El Plan Estratégico para la empresa Telefónica del Perú se ha planteado para que
al 2025 sea la Telco líder en el mercado peruano, con un liderazgo basado en
innovación y tecnología, en experiencia cliente y promoción de la inclusión digital en el
Perú; permitiendo a los peruanos de todas las regiones acceder a un mundo de
posibilidades infinitas en una nueva era digital, la cual es pertinente de acuerdo a la
posición competitiva que tiene la empresa, su potencial e intereses organizacionales
ofrecen el panorama ideal para la implementación del presente plan estratégico.
Se han formulado tres objetivos de largo plazo enfocados al año 2025, los cuales
se listan a continuación: (a) Posicionarse como la Telco con mejor experiencia
entregada al cliente con un Índice de satisfacción de 9, (b) Incrementar su valor de
mercado en 75%, creciendo anualmente 12%, (c) Ser la Telco con mejor infraestructura
en redes y antenas brindando un servicio estable para sus conexiones 4G, 4.5G LTE y
5G en todo el Perú. Esos objetivos de largo plazo se han divido en 21 objetivos a corto
plazo que conducen de forma progresiva la consecución de la misión. Estos objetivos
serán permanentemente evaluados y medidos a través del Tablero de Control Integral
mediante sus cuatros perspectivas: aprendizaje interno, procesos, clientes y financiero.
De los análisis interno y externo se definieron 19 estrategias, así como otras 4 fueron
creadas para formar parte del grupo de estrategias alternativa, o estrategias de
contingencia.
Telefónica del Perú viene haciendo pérdidas hace dos años, debido a la caída de
sus ingresos por ventas; sin embargo, tiene un patrimonio que la hace muy sólida y
estable. El objetivo es hacerla crecer de nuevo e incrementar su valor, para que
permanezca siendo líder del mercado peruano, aportando beneficios a esta sociedad que
requiere cada vez más de las telecomunicaciones y la digitalización.
In the Strategic Planning for the Telefónica del Perú has been proposed so that by 2025 it will be the leading Telco in the Peruvian market, with leadership based on innovation and technology, on customer experience and promotion of digital inclusion in Peru; allowing Peruvians from all regions to access a world of infinite possibilities in a new digital era, which is relevant according to the competitive position of the company, its potential and organizational interests offer the ideal scenario for the implementation of this Strategic Planning. Three long-term objectives focused on the year 2025 have been formulated, which are listed below: (a) Position itself as the Telco with the best experience delivered to the customer with a Satisfaction Index of 9, (b) Increase its market value by 75%, growing 12% annually, (c) Be the Telco with the best infrastructure in networks and antennas providing a stable service for its 4G and 4.5G LTE connections throughout Peru. These long-term objectives have been divided into 21 short-term objectives that progressively lead to the achievement of the mission. These objectives will be permanently evaluated and measured through the Balance Scorecard through its four perspectives: internal learning, processes, clients and financial. From the internal and external analyzes, 19 strategic actions were defined, and 4 ones were created to be part of the latter group of alternative or contingency strategies. Telefónica del Perú has been making losses two years ago, due to the fall in its sales revenue; however, it has a heritage that makes it very solid and stable. The objective is to make it grow again and increase its value, so that it remains the leader of the Peruvian market, providing benefits to this society that increasingly requires telecommunications and digitalization.
In the Strategic Planning for the Telefónica del Perú has been proposed so that by 2025 it will be the leading Telco in the Peruvian market, with leadership based on innovation and technology, on customer experience and promotion of digital inclusion in Peru; allowing Peruvians from all regions to access a world of infinite possibilities in a new digital era, which is relevant according to the competitive position of the company, its potential and organizational interests offer the ideal scenario for the implementation of this Strategic Planning. Three long-term objectives focused on the year 2025 have been formulated, which are listed below: (a) Position itself as the Telco with the best experience delivered to the customer with a Satisfaction Index of 9, (b) Increase its market value by 75%, growing 12% annually, (c) Be the Telco with the best infrastructure in networks and antennas providing a stable service for its 4G and 4.5G LTE connections throughout Peru. These long-term objectives have been divided into 21 short-term objectives that progressively lead to the achievement of the mission. These objectives will be permanently evaluated and measured through the Balance Scorecard through its four perspectives: internal learning, processes, clients and financial. From the internal and external analyzes, 19 strategic actions were defined, and 4 ones were created to be part of the latter group of alternative or contingency strategies. Telefónica del Perú has been making losses two years ago, due to the fall in its sales revenue; however, it has a heritage that makes it very solid and stable. The objective is to make it grow again and increase its value, so that it remains the leader of the Peruvian market, providing benefits to this society that increasingly requires telecommunications and digitalization.
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Keywords
Telefónica del Perú--Planificación estratégica