imagen corporativa acciona
DESCRIPTION
Creación de la Imagen de AccionaTRANSCRIPT
Fernanda Flores RiffTaller V
2012
Índice
Introducción Pg 1
Desarrollo Pg 2 -46
Conclusiones Pg 47 -48
Anexos Pg 49
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Introducción
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1
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¿Qué es una Junior Empresa?
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Definición PropiaL.$."'(3+2-),3'"('"F-(+)8-=)"8)"#$%&'()"*+,-.&">.$."+,)".%.&3+,-2)2"9+3+&)V"
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Isotipo: Icono o signo visual gráfico que remite a la empresa. (Iso= Ícono/imagen).
Logotipo: Representación tipográfica del nombre de la marca.(Logo= Tipografía/texto).
Isologo o Imagotipo: Se encuentran ambos, logo e isotipo, representación verbo-visual o fonética del elemento básico de identidad.
Marca: Combinación del logotipo y del nombre para uso comercial. Sumado al concepto que el público percibe de sus productos y su identidad.La marca se construye con el paso del tiempo y los éxitos logrados.
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Mercado Objetivo
25
Planificación de Proyectos
Planificación de P
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27
Factibilidad Técnica
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1.1 Número de Trabajadores1. Personal de Trabajo
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1.2 Costos y Tiempo de trabajo
Empresas:
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1.3 Producto y Subproducto
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7"$*#'(&$( ,+( +.$.'"C+9( $%3'%*$.(7+"+(!**#'%+( .<( #:+8$%(*'"7'"+3#;+( ( .$(@+"C+(
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(
2. Localización del Proyecto
Factibilidad Técnica
/$.7$*3'(+(<=#*+*#5%(&$,(,<8+"(&$(3"+=+A'9((.$(;+(+($.*'8$"($,(,<8+"(?<$('3'"8<$(
:+B'"$.( (+(!**#'%+9(B+(?<$($%(8$%$"+,9(7+"+(,+(#:+8$%(*'"7'"+3#;+(%'(
.$(%$*$.#3+(&$(<%($.7+*#'(*'%($E*$.#;'.("$?<$"#:#$%3'.9(B+(?<$(,+(:+B'"C+(&$,(
3#$:7'($,(&#.$1+&'"(3"+=+A+(.','9(B(.','(.$($%*<$%3"+(*'%($,(*,#$%3$(7+"+(;$"(,+.(
7"'7<$.3+.(B(:$A'"+.9( #%*,<.#;$9(+(;$*$.(3+:7'*'(.$("$F%$%(.#%'(?<$(.$(@+*$(
;C+(G%3$"%$3>((
(
!(!**#'%+( ,$( H<$( '3'"8+&'(<%( $.7+*#'( HC.#*'( &$%3"'( &$( ,+( <%#;$".#&+&9( $,( *<+,(
:':$%3D%$+:$%3$(.$(<=#*+($%($,((-GI>((I'"(,'(?<$($E#.3$%(3"$.(7'.#=#,#&+&$.(&$(
,'*+,#4+*#5%(&$,(,<8+"(&$(3"+=+A'>(
6:7"$.+J(K6/ILM/!N
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6:7"$.+J(6MLM/!N
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32
!"#"$ %$ &'(")$ *+$ )+#,*+-.,"$ *+&$ *,#+/"*%)0$ 1*+23#$ *+$ 4"(")$ +&$ "('"5$ &'65$+&,(,+-*%$+#7"$%4.,8-$#+$ 7,+-+$ &"$*+#9+-7":"$*+$;'+$-%$+<,#7+$'-$ &'(")$ =%)2"&$4")"$>".+)$'-"$)+'-,8-$.%-$+&$.&,+-7+5$4%)$&%$;'+$#'?+$+&$.%#7%$4")"$1..,%-"$@$#+$4,+)*+$'-$+#4".,%$*+$)+'-,8-A$
B7,&,6".,8-$!CD0$ E,$ #+$ '7,&,6"$ +&$ +#4".,%$ =".,&,7"*%$ 4%)$ &"$ '-,9+)#,*"*5$ #+$ 4'+*+$">%))")$+&$ ")),+-*%5$+$ ,-#'2%#$*+#.),7%#$"-7+),%)2+-7+5$ "*+23#$*+&$2%?,&,"),%5$@"$;'+$+#7%#$.%#7%#$&%#$"#'2+$&"$,-#7,7'.,8-A$F#7%$4)%9%."$;'+$*,#2,-'@"-$&%#$.%#7%#$*+$&"$.)+".,8-$*+$&"$,2"(+-$.%)4%)"7,9"$*+$1..,%-"$$@$7+-("$+&$*+$4%#++)$'-$&'(")$*+$7)"?":%5$"*+23#$*+$'-$&'(")$*%-*+$4'+*+$)+'-,)#+$.%-$+&$.&,+-7+A$
2.1 Espacios de Trabajo
Fact
ibili
dad
Téc
nica
E+(G-$'-$+#7'*,%$)+"&,6"*%$4%)$+&$CHD5$+&$.'"&$#+$*+-%2,-"0$I)+.%2+-*".,%-+#$+)(%-82,."#$4")"$+&$ 7)"?":%$ "*2,-,#7)"7,9%J5$ +<4%-+$;'+$ &"$KCL$ MK)("-,6".,8-$C-7+)-".,%-"&$*+&$L)"?":%N$ $+#7"?&+.+$9"&%)+#$2O-,2%#$4")"$&"#$*,2+-#,%-+#$*+$'-$4'+#7%$*+$7)"?":%0$
P5Q$2RS$4%)$4+)#%-"$SAQ$"$SAT$$27$*+$"&7')"$*+&$7+.>%U$"$VS$2RW$4%)$4+)#%-"
X"$CEK$+#7"?&+.+$&%#$#,(',+-7+#$9"&%)+#0
Y$2S$4%)$4+)#%-"$4")"$4'+#7%#$"*2,-,#7)"7,9%#
VS$2S$.'"-*%$#+$+-.'+-7)"-$#,7'"*%#$'-%$"&$=)+-7+$*+$%7)%A$
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
33
!"# $%&'()# *&# (+,-,.)# *&-&+/# (&0&+# %0,# *12&0'130# # 4# &'(,+#,5)0*151)0,*)# *&# 2,0&+,# 6%&# $&+21(,# ")'# 2)7121&0()'# 4# 8,7)+&95,# ")'#5,2-1)'# *&# $)'(%+,:# !'# 5)07&01&0(&# *&.,+# "1-+&# &"# $&+;2&(+)# *&# ",#2&',# $,+,#
#!"#&'$,51)#(&0(,(17)#$,+,#",#12,<&0#5)+$)+,(17,=#5)0'1*&+,0*)#%0#&'5+1()+1)=#4#&"#&'$,51)#$,+,#$)*&+#',"1+#*&#>'(&#&'#,$+)?12,*,2&0(&#*&#@#2AB:##C&#,5%&+*)#,# 108)+2,5130#$+&'&0(,*,#$)+# ",#C1+&55130#*&# D08+,&'(+%5(%+,#*&# ",#EFGHI=##&"#7,")+#*&"#2AB#*&0(+)#*&#",#E017&+'1*,*=#-)+*&,#")'#BB#,#BJ#EG#:#!0()05&'=#5)0'1*&+,0*)#6%&#&"#&'$,51)#,#%(1"19,+#',#,#5)0'(+%1+=#4# ()2,0*)##%0#$+)2&*1)#*&#",#EGK#
C&#,5%&+*)#,# 108)+2,5130#$+&'&0(,*,#$)+# ",#C1+&55130#*&# D08+,&'(+%5(%+,#*&# ",#EFGHI=##&"#7,")+#*&"#2AB#*&0(+)#*&#",#E017&+'1*,*=#-)+*&,#")'#BB#,#BJ#EG#:#!0()05&'=#5)0'1*&+,0*)#6%&#&"#&'$,51)#,#%(1"19,+#',#,#5)0'(+%1+=#4# ()2,0*)##%0#$+)2&*1)#*&#",#EGK#
@#2AB#L#BM#N#JM#EGLEGK#BB:OBJ=@O
P#Q:ORJ:SMB
!'()# 12$"15,# 6%&# T551)0,# '&# &'(,+;,# ,U)++,0*)# ,"+&*&*)+# *&# JM# EG#5)0'1*&+,0*)#&"#(&++&0):#!'#%0# #4,#6%&#&'(&#*10&+)#5)++&#$)+#5%&0(,#*&#",#E017&+'1*,*=#4#0)#'&#*&-&#,5%*1+#,#,++&0*,+#%0,# #%#)(+)#&'$,51)=#")#6%&#$&+21(&#,-,+,(,+#5)'()':#
#H&#*&-&#*1'$)0&+#*&"#&'$,51)#0&5&',+1)#$,+,#$)*&+')7&+')0#5)2)*1*,*=#$+)5%+,0*)#*&.,+#51&+()#&'$,51)# "1-+&#*&(+/'#*&"#&'5+1()+1)=#$,+,#6%&# ",#$&+')0,#'&#$%&*,#2)7&+:#!'#5)07&01&0(&#*&.,+#"1-+&#",#2,4)+#$,+(&#$)'1-"&#*&"#$&+;2&(+)#&0#5)0(,5()#5)0#&"#%'%,+1):#Factibilidad Técnica
34
3. Selección del Proceso Productivo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�#B+(#("#)(%.-'-&#,-(/(#60=0#(),0/*0%-C0'-2/1#()#$&'&# #/&#E0D#$%()(/'-0#*(#('&/&390)#*(#()'0"0#-3$&%,0/,()#D#$&)((#0",0# #*(6-*�#B+(#"0#-304(/#)(#.0#0#0*0$,0%#0#"0#/('()-*0*#*(#"&)#+)+0%-&)A#
3.1 Descripción del proceso productivo
Fact
ibili
dad
Téc
nica
!"#$%&'()&#'&3-(/C0#'&/#$&*(%#.(%#"0)#/('()-*0*()#*(#"0#(3$%()01#"&)#.0"&%()#B+(# )(# *()(0/# ,%0/)3-,-%# D# "&# B+(# )(# B+-(%(# %($%()(/,0%#3(*-0/,(# "0# -304(/#'&%$&%0,-.0A#@(#0'+(%*�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
4. Selección de Equipos!"#"$ %"$ &'%'(()*+$ ,'$ '-.)/0&$ 1.'#0+$ (0+&),'#",0&$ "-.'%%0&$ '%'2'+30&$+'('&"#)0&4$,'+3#0$,'$%0$-.'$&'$'5/%)(*$"+3'#)0#2'+3'6$7&30&$&0+8$
9'&"
:02/.3",0#
;013<"#'$:#'"3)='$;.)3'$9"&3'#$>,0?'$:0%%'(3)0+$
;)%%"
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
Factibilidad Técnica
36
!"##$
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
G)B"#"$&")
G'7$
%&'(")*+,+S./..01"2$+34"#*+5+$6)78'9&'("$(":;+<";'$#*+,U/..=
H;+ (E$;4)+ $#+ A)B"#"$&")N+ ()A)+ '74'+ 9&)M'(4)+ 7'+ ';(E';4&$+ &'$#"Q$2)+ 9)&+ )4&$+9'&7);$N+ 7'+ 2'("2'+ '74"A$&+ E;+ ()74)+ 2'+ $(E'&2)+ + $+ #)7+ A'4&)7+ (E$2&$2)7+&'XE'&"2)7N+ 9'&)+ ;)+ 7'+ D$+ $+ 7'#'((");$&+ ;"+ A$&($7+ ;"+ 4"9)7+ 2'+ AE'B#'7+ ';+
+<$+D"2$+Y4"#+2'+($2$+'XE"9)+7'+)B4ED)+2'#+!LL/+
@)+ 7'+ 9E'2'+ )94$&+ 9)&+ )4&$+A$&($N+ M$+ XE'+ ;)+ O$M+ )4&$+ XE'+ 9E'2$+ D';2'&+ '#+!)>4?$&'/+ HJ"74';+ 9&)K&$A$7+ 7"A"#$&'7+ ()A)+ C)&'#N+ 9'&)+ $(4E$#A';4'+ '74P+XE'2$;2)+)B7)#'4)N+9)&+#)+XE'+;)+7'+&'()A"';2$/+I2'AP7+'74'+7)>4?$&'+'7+'#+AP7+E4"#"Q$2)+9)&+#)7+L8%N+9)&+#)+XE'+()A9&$&+)4&)N+4';2&Z$+XE'+7EA$&+K$74)7+2'+($9$("4$(":;/+
Fact
ibili
dad
Téc
nica
37
!"#!$%&#!'(%)!&*!+#&#!*,-%./!0*!/1(-$/!&*)!2334!
5/6.-(#&/7
Factibilidad Técnica
8#7#!)#!*)*++%9:!&*)!+/6.-(#&/7!0*!#:#)%;#7/:!+%*7(#0!$*:(#<#0!=!&*0$*:(#<#0!&*!#)>-:#0! 6#7+#0?! +/:0%&*7#:&/! .7*+%/?! 0%0(*6#! /.*7#(%$/?! (#6#@/?! +#.#+%&#&4!5/:!*0/?!0*!))*>9!#!,-*!)#!6*</7!/.+%9:!.#7#!-:!0/A(B#7*!&*!&%0*@/!*0!-:!C#+?!=#!,-*!*:!*0(/0!+/6.-(#&/7*0?! )/0!.7/>7#6#0!A-:+%/:#:!&*!-:#!6#:*7#!6D0!
! *$%(#:&/!,-*! *)! .7/>7#6#! 0*! 1)/,-**4!E&*6D0! (%*:*:! )#! $*:(#<#! &*!,-*!:/!0*! %:A*+(#:!+/:!$%7-0?!./7! )/!,-*! A-:+%/:#!+/:!6#=/7! 7#.%&*;!*:! (/&/!0*:(%&/4!
F/617*G!!C#+H//I!87/!J*0+7%.+%9:G! 5/6.-(#&/7! ./7(#1)*?! )#0! &%6*:0%/:*0! >*:*7#)*0! 0/:! &*! KL?L!.-)>#! 8/0**! -:#! +#.#+%&#&! &*! MNN! >1! *:! &%0+/! &-7/?! =! -:! 0%0(*6#!/.*7#(%$/G!O2!P!"%/:!4"#!C#+H//I!87/!*0(D!A#17%+#&#!#!.#7(%7!&*!-:#!.%*;#!':%+#!&*!#)-6%:%/4!Q:#!%::/$#+%9:!&*!%:>*:%*7R#!,-*!7**6.)#;9!(/�!)#0!.#7(*0!+/:!09)/!-:#4!2*!))#6#!-:%1/&=4!5/0(/G!S!TUU4UUU!5#:(%&#&G!K!5/0(/!(/(#)G!S!TUU4UUU!V%&#!'(%)G!L!#@/04!J*.7*+%#+%9:!)%:*#)G!SWLL4LLL!
V#)/7!X/(#)!*,-%./0G!SK4KNL4NTY!Z!3VEJ*.7*+%#+%9:!#:-#)!*,-%./0G!S[KU4\YL
*0(/!%6.)%+#!,-*!]#:!-(%)%;#&/!S[KU4\YL4
5. Reinversiones
C*0#!E^O!M
5/6.-(#&/7!E^O!L
2/A(B#7*!E^O!W!
2%))#!E^O!M
X/6#:&/!*:!+-*:(#!)#!$%&#!'(%)!&*!)/0!*,-%./0!+/:0%&*7#&/0!#:(*7%/76*:(*?!0*!&*(*76%:#! +-#:&/! 0*! &*1*7R#! ! 7*#)%;#7! )#! 7*%:$*70%9:! &*! +#&#! *)*6*:(/4! _E@/!WNKWG!#@/!N`!
38
6. Insumos!"#$ %&#'("#$#"&$ )"#$*)*(*&+"#$&*,*#-.%"#$/-.-$".%0%&-.$ )"#$/."1',+"#2$ *&$*)$,-#"$1*$)-$%(-0*&$,"./".-+%3-2$*)$0-#+"$-&'-)$*#$1*4$
5)*,+.%,%1-14$/-.-$*)$,"(/'+-1".$6$)'7$1*)$*#/-,%"$1*$+.-8-9"
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5)$ +"+-)$ 1*$ %&#'("#$ -#,%*&1*$ -$ )-$ #'(-$ 1*$ ;<=D?>>>$ E$ FGH?$ I"(-&1"$ *&$,'*&+-$J'*$)"#$0-#+"#$1*$!'72$H0'-$,"..*&$/".$,'*&+-$1*$)-$K&%3*.#%1-1$6$*#+"$&"$ %(/)%,-$ '&$ 0-#+"$ /-.-$H,,%"&-2$ )-$ %&3*.#%L&$ +"+-)$ -&'-)$ *&$ %&#'("#$ *#$ 1*$;D?>>>$2$+*&%*&1"$'&$-M".."$1*$;<=>?>>>?2$,"#+"$*)$,'-)$1*8*.N-$-#'(%.#*$*&$*)$
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39
7. Inversión Total!"#$%&"'(%')*(%+$' +"&",' -",' )",+",'&(,)./+",'$%+(./".#(%+(0' $' )"%+/%*$)/1%',('2.(,(%+$'*%$'+$3-$'.(,*#(%'/%&/)$%&"'-",')",+",'&('/%4(.,/1%'5'-",'$6"..",'&(-'$7"'80'9*(',('+/(%(%'$-'*+/-/:$.'*%'(,2$)/"';$)/-/+$&"'2".'-$'*%/4(.,/&$&0'5'2".'-$'$,(,".<$'.($-/:$&$'2".'*%'(,+*&/$%+(=''>?@'A'BB=CBD0EC'F*."@'A'C8E'
G!FH' IJKFLMINJ' OPQLLQ'R/,(7"' &(' I#$S(%'T".2".$+/4$'
' A'8CU=CVV''
I#2.(,/1%'W$2(-(.<$' A'CU=8BC' 'I#2.(,/1%'!$.X(+$,' A'8U=VVV' 'I#2.(,/1%'TR' A'EE=C8E' '!(..(%"'Y''T"%,+.*))/1%' ' A'8=CZD=VUB'F9*/2",' ' A'8=8VE=VCD'I%,*#",@' A'D=VVV' A'B[V=VVV'' ' '!Q!O\' A'8BV=DEZ' A'E=BVU=D8Z'!Q!O\'Y'IKO'' ' A'8[E=CDZ' A'E=]8[=]VU'!
IRW'$-'2"&(.';$)/-/+$.'*%'(,2$)/"')"%'/#2-(#(%+$)/1%0' ')"#2-(+$#(%+('$'-$').($)/1%'&('*%$'/#$S(%')".2".$+/4$'2*(,'/#2-/)$'*%'$6".."'&('A'E=BVU=D8Z'YIKO'&('/%4(.,/1%'/%/)/$-='F%'(-')$,"'9*('$';*+*."',('&(,(('/%4(.+/.'(%' '('/#2-(#(%+$)/1%'(,+(')",+"'-"'&(3('$,*#/.'O))/"%$0'2".'-"'9*('(-')",+"'&('*%$'/#$S(%')".2".$+/4$'(%'+"+$-',(.<$'&(@'AE=EBC=[U]'Y'IKO='
!"#$"%&$"#'"()*)*#"+# &+,"*'&-+#.#"+#)/0**01#.)#23"#23&"*"#/)%"*'"#3+)#$&4"*"+%&)%&-+#*"'("%50#)#6)#'37)#23"#$"8"#()9)*#:%%&0+)#.#60#23"#()9)#6)#;+&,"*'&$)$<#='#(0*#"'50#23"# "+# "6# )+>6&'&'# "%0+-7&%0# '"# /)%"# 6)# '"97"+5)%&-+# "+5*"# %0'50'# '1# %0'50'#,)*&)86"'#"#&+,"*'&-+1#)'37&"+$0#"6#%)'0#$"#23"#:%%&0+)#$"8)#*")6&?)*# #$"# #"+#3+#4353*0<#
Inversión Total
40
Estudio Económico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
E("%@("#("%I08("%"(,%/56$--("%*6)(%4(,#(%#(#/-%,(%"$% %2$%/*6$'2(%*(,%-/% /*#0.02/2% 2$% &'(26**0A,9% !,% (#'/"% &/-/<'/"+% "$% &6$2$% 2$*0'% 56$% -("%@("#("%I08("%./'=/,% *(,% $-% #0$4&(%4C"% 56$% *(,% -/% /*#0.02/2J% $"% 2$*0'+% "$% &'$"$,#/'C,%26'/,#$% 6,% &$'0(2(% 2$% #0$4&(% /6,% *6/,2(% ,(% 7/)/% /-16,/% /*#0.02/2% 2$%&'(26**0A,9%
E("%@("#("%K/'0/<-$"%"(,%/56$--("%56$%"$% ,%2$%/*6$'2(%/%./'0/*0(,$"%2$-%.(-64$,%2$%&'(26**0A,+%"$%#'/#$%#/,#(%2$%<0$,$"%*(4(%2$%"$'.0*0("9%!"%2$*0'+%"0%$-%,0.$-%2$%/*#0.02/2%2$*'$*$+%$"#("%*("#("%2$*'$*$,+%40$,#'/"%56$%"0%$-%,0.$-%2$%/*#0.02/2%/64$,#/+%#/4<0G,%-(%7/*$%$"#/%*-/"$%2$%*("#("9%
D% *(,#0,6/*0A,+% "$% % -("% *("#("% #/,#(% $,% % % *(4(% ./'0/<-$"% )% -/%0,.$'"0A,%/"(*0/2/+%$,%2("%*/"("9%!-%&'04$'(%$"%-/%"0#6/*0A,%/*#6/-%2$%D**0(,/+%$,%2(,2$%#0$,$%/7(''("%$,%/-16,("%L#$4+%)%/%*(,#0,6/*0A,%"$%&'$"$,#/%$-%*/"(%56$%-/%M6,0('%D"64/%#(2("%-("%*("#("%$%0,.$'"0(,$"%56$%04&-0*/%$-%&'()$*#(9%
Est
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nóm
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41
Tabla de costos e inversiones con ítems financiados
!
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TFVMZ! =54?:<?5! C7! 54?:=D:! 5<?=5;:<87! C:! W<3@5=438:8V! 43<! 85@7C@5=C5! <3<;[<!
Y5<5\3P37!5P7<A93P7!85!C7!QO5!>O585!CC5;:=!:!;:<:=!C:!59>=54:!KO<37=!;=:P3:4!:!
54?5! >=7X5P?7H! ! QO5! PO:CQO35=! 59>=5<8587=! QO3435=:! 7Y?5<5=V! >O54!
9OP]:4! @5P54! 45! 85Y5! :PO83=! :! P=^83?74! 5<! 87<85! >:=?5! 85! C74! 3<;=5474! 45!
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P797! 45! 83K7! :<?5=37=95<?5! <7! 45! >O585! =5:C3_:=! O<! ! 85! P:K:!
5`PCO43@:95<?5! 85! C:! 39:;5<! P7=>7=:?3@:! 85! ,PP37<:V! >7=! C7! QO5! 3<]:Y3C3?:! 5C!
PaCPOC7!85! 3<83P:87=54!85!\:P?3Y3C38:8!5P7<A93P:!P797!>7=!5K59>C7R!+,0V!#"-V!
#"-%V!B,b.,&cH!
Estudio E
conómico
42
Tabla de costos e inversiones sin ítems financiados
!"#$% &'("'(%)!*'(% &'("'(%+,-!,./#(%
!0+#-(!10%
234567% 85% !9:;5<%&7=>7=:?3@:%
% A%BCDECFF%% %
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% % A%BECQREFDK%
#SO3>74% % % A%BEBFMEFCR%!<4O974T% A%KUFEFFF% A%REFFF% %% % % %"'",/% AKUFEFFF% AKVDEVVQ% AKEVFFEBBQ%"'",/%N%!+,%% % AKVDECFF% AMUFEKFR% AMEMMKEBUB%
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`:=45% :% ZO?O=7Y% =5:I3]:<87% 54?5% ?3>7% 85% :4547=J:% [% =5P3\35<87% 3<;=5474%P7<%O<% ?=:\:L7%SO5%O<% !2H% I7%>O585% =5:I3]:=%85% 3;O:I% Z7=9:%SO5%O<%83456:87=%
%#<%54?5%>O<?7Y%P797%45%54?^%5<%5I%P:47%85%SO5%45%SO35=:%:8SO3=3=%I74%5SO3>74%[%:4O93=%I74%3<4O974Y%85\5%4O9:=45%5I%P74?7%85%I:%O?3I3]:P3G<%85%a4?74E%#<%5I%:67%B%45%O?3I3]:<%AUBQEVRM%N%O<%;:4?7%85% IO]%85%AKUFEFFF% I7%SO5% 39>I3P:%O<%P74?7%:83P37<:I%85%ARCYMR%>5474%>7=%`7=:E%#4%85P3=% I:%:4547=J:%:4P5<85=J:%4O%@:I7=%:%ABCQEKVFE%N%!+,%%
Est
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43
!"#$ %&'$ ()&$ *&$ +&",#"$ -.*$ /."0.*$ "&1&*#23.*4$ *&$ 5)&0&$ 52.1&0&2$ #$ +&"&2$ -#$36#,&"$1.25.2#+3%#$&"$-#*$6#".*$0&$-#$&652&*#4$&-&6&"+.$&-$1)#-$&*$"&1&*#23.$#$-#2,.$5-#'.7$
Factores de e´xito del proyecto
8#$ 3"%&2*39"$ 523"135#-6&"+&$ 3"1)22&$ &"$ #1+3%.*$ $ 5)&*$ &-$ 52.:&1+.$ ".$1."--&%#$#1+3%.*$ 3"+#",3;-&*4$5.2$ -.$()&$&*+&$ <+&6$".$&*$ 2&-&%#"+&$#$ -#$=.2#$0&$,&"&2#2$)"$ $0&$1#>#7$8.$()&$&"+2&,#$&-$52.:&1+.$*<$&*$)"$3"+#",3;-&4$5&2.$".$*&$"&1&*3+#"$0&$?*+.*$5#2#$12-.7$
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
Posicionamiento en el mercado
Credibilidad sobre los clientes
Confianza sobre los productos yservicios a ofrecer
Diferenciarse de la competencia
Generar interés en el segmento objetivo
Aumento del conocimientode Acciona
Factores comparativos de éxito del proyecto!"#"$%&"$%#'($)%&"$%*+,*-."$%#,%/0(%".1(0+2(3+45+0%,*-(.1")%6"3"$%76".%0"%#,3+.)%0(#+,8%6.,$9(0%(9,03+40%(%&(%1,0,.(3+40%#,%/0%:(&".%#,%
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44
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Rentabilidad de la Imagen Corporativa
¿Cómo saber si la empresa tiene una buena identidad?
46
Conc
lusiones
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Anexos
Para poder crear una imagen corporativa, se necesita de un análisis de conceptos que sus-tenten la idea. Estos se pueden representar en un imagotipo mediante colores.Para poder asociar un concepto a un color, existe CYMBOLISM. En esta página, miles de personas votan por asociar un color a una palabra, y ésta entrega la gama de colores de acuerdo a las votaciones.Para ingresar: www.cymbolism.com
Anexos
2. Propuesta de papelería
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