tesis. estudio de factibilidad técnico económico para la implantación de una fábrica de carteras...

7/26/2019 Tesis. Estudio de Factibilidad Tcnico Econmico Para La Implantacin de Una Fbrica de Carteras Multifuncionales

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UNIVERSIDAD DE ORIENTE

NCLEO DE ANZOTEGUI

ESCUELA DE INGENIERA Y CIENCIAS APLICADAS

DEPARTAMENTO DE COMPUTACIN Y SISTEMAS

ESTUDIO DE FACTIBILIDAD TCNICO ECONMICO PARA LA

IMPLANTACIN DE UNA FBRICA DE CARTERAS

MULTIFUNCIONALES ELABORADAS CON CUERO, EN EL MUNICIPIO

SIMN BOLVAR, ESTADO ANZOTEGUI.

PRESENTADO POR:

JOS MAURICIO BRICEO QUINTERO

T!"!#$ %& '!%$ (&)&*+!%$ !*+& ! U*-&)-%!% %& O-&*+& /$0$ &12-)-+$

(!/-! (!! $(+! ! +3+2$ %&:

INGENIERO DE SISTEMAS

B!/&$*!, 42*-$ %& 5.678



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2

NCLEO DE ANZOTEGUI



ESTUDIO DE FACTIBILIDAD TCNICO ECONMICO PARA LA

IMPLANTACIN DE UNA FBRICA DE CARTERAS



TUTOR ACADEMICO:

999999999999999999999

Mcs. Ing. Carolina Wong

T2+$ A/!%0-/$

B!/&$*!, 42*-$ %& 5.678


2


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NCLEO DE ANZOTEGUI



ESTUDIO DE FACTIBILIDAD TCNICO ECONMICO PARA LAIMPLANTACIN DE UNA FBRICA DE CARTERAS



4URADO CALIFICADOR:

99999999999999999999 999999999999999999999 Ing. !c"or Mois!s Ing. Mar#a G$%&ara

42!%$ P-*/-(! 42!%$ P-*/-(!

EL 4URADO CALIFICADOR ;ACE CONSTAR


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'

RESOLUCIN

D% ac$%r(o al ar"#c$lo ') (%l R%gla*%n"o (% "ra+a,o (% gra(o- /os Tra+a,os (%

Gra(o son (% la %0cl$si&a 1ro1i%(a( (% la Uni&%rsi(a( (% Ori%n"% 3 s4lo 1o(r5n s%r

$"ili6a(os 1ara o"ros 7in%s con %l cons%n"i*i%n"o (%l Cons%,o (% N8cl%o r%s1%c"i&o

9$i%n (%+%r5 1ar"ici1arlo 1r%&ia*%n"% al Cons%,o Uni&%rsi"ario 1ara s$ a$"ori6aci4n:.

'


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;

DEDICATORIA

D%(ico *i "%sis 3 *i %s7$%r6o a *i DIOS %"%rno R%3 (% R%3%s so+r% %l ci%lo 3

la "i%rra 1or ll%nar*% (% 7or"al%6a %n ca(a *o*%n"o +%n(%cir*% 3 (ar*% la l$6 9$%

"an"o


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@

AGRADECIMIENTO

A J%s$cris"o 8nico R%3 3 Sal&a(or so+r% la Ti%rra 1or s$ in*%nsa *is%ricor(ia

gracias *i DIOS 1or a3$(ar*% %n *is *o*%n"os (% ang$s"ias 3 (%s%s1%raci4n a "i la


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RESUMEN

Es"a in&%s"igaci4n s% +as4 %n la %la+oraci4n (% $n %s"$(io (% 7ac"i+ili(a(

"!cnico%con4*ica 1ara la i*1lan"aci4n (% $na 75+rica (% car"%ras *$l"i7$ncional%s

%la+ora(as con c$%ro %n %l *$nici1io Si*4n Bol#&ar (%l Es"a(o An6o5"%g$i la c$al

s% 7$n(a*%n"4 %n la a1licaci4n (% "!cnicas (% r%col%cci4n (% (a"os a "ra&!s (% 7$%n"%s

(% in7or*aci4n (% car5c"%r 1ri*ario 3 s%c$n(ario %n"r%&is"as %nc$%s"as %"c.. S%

o+s%r&4 9$% a 1%sar (% 9$% %n la r%gi4n ori%n"al s% %nc$%n"ra $n *%rca(o al"a*%n"%

1o"%ncial 1ara %l co*%rcio (% las car"%ras *$l"i7$ncional%s %la+ora(as con c$%ro no

%0is"%n a8n 75+ricas (%l ra*o %n la 6onaF ra64n 1or la c$al &$%l&% a la %*1r%sa

O/MAT (o*inan"% %n %l *%rca(o. El "ra+a,o s% (%sarroll4 +a,o %l %s9$%*a (%

1ro3%c"o 7ac"i+l% co*%n6an(o con $n %s"$(io (% *%rca(o %l c$al 1%r*i"i4 %&al$ar %l

*%rca(o 1o"%ncial (% cons$*o 3 las carac"%r#s"icas 3 n%c%si(a(%s (% los 1ro($c"os

(%*an(a(os o+s%r&5n(os% $na al"a ac%1"aci4n (% las car"%ras *$l"i7$ncional%s

%la+ora(as con c$%ro %n la 6ona nor"% (% An6o5"%g$i. S%g$i(a*%n"% s% r%ali64 $n

%s"$(io "!cnico (on(% s% o+"$&i%ron las carac"%r#s"icas "!cnicas 9$% r%9$i%r% la 75+rica1ara s$ 7$nciona*i%n"o 3 s% (%"%r*in4 %l "a*a=o 41"i*o (% la *is*a 3 s$ $+icaci4n

%s"ra"!gica. inal*%n"% %l %s"$(io %con4*ico 3 la %&al$aci4n %con4*ica 1%r*i"i%r4n

%&al$ar la r%n"a+ili(a( %con4*ica (% i*1lan"ar %s"% "i1o (% %*1r%sas %n la r%gi4n

arro,an(o $na "asa in"%rna (% r%"orno (% 22 3 $na TMAR (% )H@ con $na

in&%rsi4n inicial a1ro0i*a(a*%n"% (% Bs..22.)H "o*an(o %n c$%n"a las

carac"%r#s"icas "!cnicas 3a o+"%ni(as 3 %l *%rca(o 1o"%ncial (% cons$*o as# co*o

"a*+i!n s% 1$%(%n a1r%ciar los 7ac"or%s %con4*icos 9$% (%"%r*inaron la

i*1lan"aci4n (%l 1ro3%c"o co*o 7ac"i+l%.


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K

NDICE GENERAL

RESOLUCIN...........................................................................................................i&

DEDICATORIA...........................................................................................................&

AGRADECIMIENTO................................................................................................&i

RESUMEN.................................................................................................................&ii

NDICE GENERAL.................................................................................................&iii

NDICE DE FIGURAS..............................................................................................0i

NDICE DE TABLAS..............................................................................................0iii

CAPTULO I..............................................................................................................)@

EL PROBLEMA........................................................................................................)@

).).Llan"%a*i%n"o (%l Lro+l%*a.....................................................................)@

).2.O+,%"i&os..................................................................................................)K

).2.). O+,%"i&o G%n%ral..............................................................................)K

).2.2. O+,%"i&os Es1%c#7icos.......................................................................)K

CAPTULO II............................................................................................................2

MARCO TERICO..................................................................................................2

2.). An"%c%(%n"%s is"4ricos..........................................................................2

2.2. An"%c%(%n"%s (% la In&%s"igaci4n............................................................2)

2.H. $n(a*%n"os T%4ricos.............................................................................22

2.H.). Es"$(io (% M%rca(o..........................................................................2H

2.H.2. Es"$(io T!cnico................................................................................H'

K


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2.H.H. Es"$(io Econ4*ico.........................................................................'

2.H.'. E&al$aci4n Econ4*ica.....................................................................;

CAPTULO III..........................................................................................................@2

MARCO METODOLGICO..................................................................................@2

H.). Ti1o (% In&%s"igaci4n..............................................................................@2

H.2. Ni&%l (% In&%s"igaci4n.............................................................................@2

H.H. T!cnicas a U"ili6ar...................................................................................@2

H.'. E"a1as (%l Lro3%c"o.................................................................................@CAPTULO IV...........................................................................................................@

RESULTADOS...........................................................................................................@

'.). Es"$(io (% M%rca(o.................................................................................@

'.).). D%scri1ci4n (%l Lro($c"o.................................................................@

'.).2. An5lisis (% la D%*an(a....................................................................H

'.).H. An5lisis (% la O7%r"a.........................................................................2'.).'. An5lisis (% los Lr%cios......................................................................@

'.).;. An5lisis (% Co*%rciali6aci4n.........................................................)

'.2. Es"$(io T!cnico.....................................................................................)2

'.2.). ac"or%s 9$% D%"%r*inan %l Ta*a=o (% la Llan"a..........................)H

'.2.2. /ocali6aci4n (%l Lro3%c"o..............................................................))

'.2.H. An5lisis (%l Lroc%so (% Lro($cci4n...............................................));

'.2.'. A(9$isici4n (% E9$i1os 3 Ma9$inarias..........................................)2

'.2.;. Dis"ri+$ci4n (% la Llan"a................................................................)2H

'.2.@. Dis"ri+$ci4n D%7ini"i&a...................................................................)2;


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)

'.2.. Organi6aci4n (% la E*1r%sa...........................................................)2@

'.H. Es"$(io Econ4*ico...............................................................................)H'

'.H.). Cos"os (% Lro($cci4n.....................................................................)H'

'.H.2. Cos"os (% A(*inis"raci4n 3 %n"as................................................)'2

'.H.H. Cos"o To"al (% O1%raci4n (% la Llan"a...........................................)'H

'.H.'. In&%rsi4n R%9$%ri(a.......................................................................)''

'.H.;. Ca1i"al (% Tra+a,o..........................................................................)'@

'.H.@. D%1r%ciaci4n 3 A*or"i6aci4n (% los Ac"i&os.................................)''.H.. inancia*i%n"o (% la E*1r%sa.......................................................)'

'.H.K. L$n"o (% E9$ili+rio........................................................................);

'.H.. Ingr%sos Br$"os 1or %n"as.............................................................);)

'.H.). D%"%r*inaci4n (% la Tasa M#ni*a A"rac"i&a (% R%"orno.............);)

'.H.)). D%"%r*inaci4n (% los l$,o (% Ca,a.............................................);H

'.H.)2 Balanc% G%n%ral Inicial.................................................................);H'.'. E&al$aci4n Econ4*ica (%l Lro3%c"o.....................................................);;

'.'.). Diagra*a (% l$,o (% Ca,a.............................................................);;

'.'.2. C5lc$lo (%l alor Lr%s%n"% N%"o LN........................................);@

'.'.H. C5lc$lo (% la Tasa In"%rna (% R%"orno TIR.................................);

CONCLUSIONES...................................................................................................);

RECOMENDACIONES.........................................................................................)@)BIBLIOGRAFA.....................................................................................................)@2

METADATOS PARA TRABA4OS DE GRADO, TESIS Y ASCENSO.............)@'

)


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))

NDICE DE FIGURAS

F-'2! =.7./ogo"i1o (% las car"%ras *$l"i7$ncional%s %la+ora(as (% c$%ro...............H

F-'2! =.5.R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a ).......;

F-'2! =.>.R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a 2.......

F-'2! =.=.R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a H.......

F-'2! =.8.R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a '.......K

F-'2! =.?.R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a ;.......

F-'2! [email protected]%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a @.......K

F-'2! =..R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a .......K)

F-'2! =..R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a K.......K2

F-'2! =.76.R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a .....KH

F-'2! =.77. D%*an(a "o"al an$al 1or %s"a+l%ci*i%n"o C%n"ro Co*%rcial ; (% J$lio.

.....................................................................................................................................K

F-'2! =.75.D%*an(a "o"al an$al 1or %s"a+l%ci*i%n"o C%n"ro Co*%rcial Cris"o7oro

Colo*+o.....................................................................................................................K

F-'2! =.7>.D%*an(a "o"al an$al 1or %s"a+l%ci*i%n"o C%n"ro Co*%rcial /i+%r"a(.

.....................................................................................................................................K

F-'2! =.7=.D%*an(a "o"al an$al 1or %s"a+l%ci*i%n"o C%n"ro Co*%rcial R%gina.

.....................................................................................................................................K

F-'2! =.78.D%*an(a "o"al an$al 1or %s"a+l%ci*i%n"o C%n"ro Co*%rcial Lla6a

Ma3or.........................................................................................................................KK

))


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)2

F-'2! =.7?.D%*an(a "o"al an$al 1or %s"a+l%ci*i%n"o C%n"ro Co*%rcial A&%n"$ra.

.....................................................................................................................................KK

F-'2! [email protected]%*an(a "o"al an$al 1or %s"a+l%ci*i%n"o C%n"ro Co*%rcial Cari++%an

Mall............................................................................................................................K

F-'2! =.7.Lro3%cci4n (% la (%*an(a car"%ras *$l"i7$ncional%s............................2

F-'2! =.7. O7%r"a To"al An$al 1or Es"a+l%ci*i%n"o 2))2)H............................'

F-'2! =.56. O7%r"a Lro*%(io An$al 2))2)H.....................................................'

F-'2! =.57.Lro3%cci4n (% la o7%r"a car"%ras *$l"i7$ncional%s................................

F-'2! =.55.Lr%cio Lro*%(io An$al (% los Co*1%"i(or%s 2))2)H....................K

F-'2! =.5>.Lr%cio Lro*%(io An$al (% los Co*1%"i(or%s 2))2)H...................

F-'2! =.5=.U+icaci4n (% la Al"%rna"i&a A..............................................................));

F-'2!.=.58. Diagra*a (% l$,o (% Lroc%so (% la Ela+oraci4n (% las car"%ras

*$l"i7$ncional............................................................................................................))

F-'2! =.5?.Dis"ri+$ci4n (% la 5+rica Llan"a )......................................................)2'

F-'2! [email protected]"ri+$ci4n (% la 5+rica Llan"a 2......................................................)2;

F-'2! =.5. Ma"ri6 (% R%lacion%s %n"r% >r%as.......................................................)2;

F-'2! =.5.Organigra*a (% la E*1r%sa.................................................................)2@

F-'2! =.>6. Diagra*a (% l$,o (% Ca,a...................................................................);@

F-'2! =.>7.o,a (% C5lc$lo (% E0c%l....................................................................);

F-'2! =.>5. o,a (% C5lc$lo (% E0c%l.....................................................................);K

)2


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)H

NDICE DE TABLAS

T!"! =.7.R%s$l"a(os (% Enc$%s"a- Lr%g$n"a )..........................................................;

T!"! =.5.R%s$l"a(os (% Enc$%s"a- Lr%g$n"a 2..........................................................@

T!"! =.>.R%s$l"a(os (% Enc$%s"a- Lr%g$n"a H..........................................................

T!"! =.=.R%s$l"a(os (% Enc$%s"a- Lr%g$n"a '..........................................................K

T!"! =.8.R%s$l"a(os (% Enc$%s"a- Lr%g$n"a ;..........................................................

T!"! =.?.R%s$l"a(os (% Enc$%s"a- Lr%g$n"a @..........................................................K

T!"! [email protected]%s$l"a(os (% Enc$%s"a- Lr%g$n"a ..........................................................K)

T!"! =..R%s$l"a(os (% Enc$%s"a- Lr%g$n"a K..........................................................K2

T!"! =..R%s$l"a(os (% Enc$%s"a- Lr%g$n"a ..........................................................KH

T!"! =.76 Co*1or"a*i%n"o is"4rico (% la (%*an(a (% las car"%ras

*$l"i7$ncional%s..........................................................................................................K

T!"! =.77.D%*an(a Lro*%(io An$al 1or Es"a+l%ci*i%n"o 2))2)H.................

T!"! =.75.Lro3%cci4n (% la D%*an(a.......................................................................)

T!"! =.7>O7%r"a Lro*%(io An$al 1or Es"a+l%ci*i%n"o 2))2)H.......................H

T!"! =.7=.O7%r"a To"al 2))2)H.........................................................................H

T!"! =.78. Lro3%cci4n (% la O7%r"a............................................................................;

T!"! =.7?. Lr%cios 1or Es"a+l%ci*i%n"o 2))2)H................................................

T!"! [email protected]%n"a,% (% Incr%*%n"o (%l Lr%cio Lro*%(io 2))2)H..................

T!"! =.7.Lro3%cci4n (% los Lr%cios........................................................................

T!"! =.7. Carac"%r#s"icas (% los Lrinci1al%s Co*1%"i(or%s...................................))

T!"! =.56 An5lisis is"4rico 3 D%*an(a Lo"%ncial................................................)H

T!"! =.57. Lrinci1al%s Lro&%%(or%s (% Ma"%ria Lri*a............................................)'

)H


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)'

T!"! =.55. Lrogra*a (% Lro($cci4n........................................................................)K

T!"! =.5>. Ma"%ria Lri*a L%rio(o I.........................................................................)K

T!"! =.5=.Ma"%ria Lri*a L%rio(o II.......................................................................)

T!"! =.58.A1licaci4n %l M!"o(o C$ali"a"i&o 1or L$n"os........................................))'

T!"! =.5?.Ma9$inaria 3 E9$i1os N%c%sarios 1ara la Lro($cci4n..........................)22

T!"! [email protected]"o (% Ma"%ria Lri*a.........................................................................)H@

T!"! =.5.O"ros Cos"os...........................................................................................)H

T!"! =.5.Cos"o (% Mano (% O+ra Dir%c"a.............................................................)HT!"! =.>6.Cos"o (% Mano (% O+ra In(ir%c"a..........................................................)HK

T!"! =.>7.Cons$*o (% En%rg#a..............................................................................)HK

T!"! =.>5.Cos"o (% Man"%ni*i%n"o........................................................................)'

T!"! =.>>. Lr%s$1$%s"o (% los Cos"os (% Lro($cci4n..............................................)')

T!"! =.>=.Gas"os (% %n"as....................................................................................)'2

T!"! =.>8.Gas"os (% A(*inis"raci4n......................................................................)'HT!"! =.>?.Lr%s$1$%s"o (% Gas"os G%n%ral%s...........................................................)'H

T!"! =.>@.Cos"os To"al%s (% O1%raci4n..................................................................)'H

T!"! =.>.Cos"o (% Ma9$inaria 3 E9$i1os.............................................................)''

T!"! =.>.Mo+iliarios 3 E9$i1os A$0iliar%s..........................................................)';

T!"! =.=6. Lr%s$1$%s"o (% la In&%rsi4n i,a (%l Lro3%c"o......................................)'@

T!"! =.=7.D%1r%ciaci4n 3 A*or"i6aci4n (% la In&%rsi4n i,a................................)'KT!"! =.=5.Es"r$c"$ra (% Ca1i"al..............................................................................)'

T!"! =.=>.Ta+la (% Lago (% la D%$(a.....................................................................);

T!"! =.==.Ta+la (% L$n"o (% E9$ili+rio..................................................................);

)'


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);

T!"! =.=8.Lr%s$1$%s"o (% Ingr%sos 1or %n"as.......................................................);)

T!"! =.=?.D%"%r*inaci4n (% la TMAR Glo+al Mi0"a............................................);2

T!"! [email protected]%"%r*inaci4n (%l l$,o N%"o (% E7%c"i&o............................................);H

T!"! =.=.Balanc% G%n%ral Inicial..........................................................................);'

CAPTULO I

EL PROBLEMA

);


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)@

7.7. P!*+&!0-&*+$ %& P$"&0!

En %n%6$%la s%


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)

"a*+i!n s%r#a $na 7$%n"% i*1or"an"% (% %*1l%o 1ara las 1%rsonas (%l %s"a(o

An6o5"%g$i.

Lara %llo %n %s"% 1ro3%c"o (% 7ac"i+ili(a( s% %la+or4 $n %s"$(io (% *%rca(o

1ara (%"%r*inar si %0is"#a la (is1oni+ili(a( (% *a"%ria 1ri*a 1ro&%%(or%s cali7ica(os

3 &%r 9$! can"i(a( (% *%rca(o s% 1$%(% a+arcar con la 1$%s"a %n 7$nciona*i%n"o (%

la 75+rica %n %l *$nici1io Si*4n Bol#&ar "o(o s% ll%&4 a ca+oa "ra&!s (% $n an5lisis

(% la (%*an(a o7%r"a 3 1r%cios con s$s r%s1%c"i&os co*1or"a*i%n"os


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)K

%s"$(io "!cnico %con4*ico 1ara la i*1lan"aci4n (% (ic


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)

MARCO TERICO

5.7. A*+&/&%&*+&) ;-)+-/$)/as car"%ras s$rgi%ron co*o $na al"%rna"i&a (% los +olsillos. /os an"ig$os

*on$*%n"os (% Gr%cia 3 Ro*a (%*$%s"ran 9$% las 1ri*%ras +olsas 1ara g$ar(ar

o+,%"os s% originaron %n %sos 1$%+los. No s4lo los


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2

/as car"%ras si +i%n s$rgi%ron co*o $na al"%rna"i&a a los +olsillos s%

con&ir"i%ron %n $n 1ro($c"o (% cons$*o *asi&o con (is%=os 9$% co*1i"%n *ano a

*ano con la ro1a. D%s(% la R%&ol$ci4n ranc%sa las col%ccion%s (% c$%ro (%

coco(rilo las *5s &aria(as 7or*as los *5s (i&%rsos *a"%rial%s $"ili6a(os (% ac$%r(o

a la !1oca


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2)

Mill5n 2r%ali64$n Es"$(io "!cnico%con4*ico 1ara %l (is%=o (% $na

ins"alaci4n in($s"rial (%s"ina(a a la o+"%nci4n 3 1roc%sa*i%n"o (% la carn% (% con%,o

$+ica(a %n %l Es"a(o An6o5"%g$i.Lara %s"% 7in a "ra&!s (%l %s"$(io (% *%rca(o s%

(%"%r*in4 9$% %0is"% $na (%*an(a 1o"%ncial (% carn% (% con%,o 3 las con(icion%s

socio%con4*icas 1ro1icias 1ara la inc$rsi4n (% %s"% 1ro($c"o %n %l *%rca(o. As#

*is*o %7%c"$4 $n %s"$(io "!cnico $san(o la M%"o(olog#a (% Ric. F2*%!0&*+$) T&-/$)

Una +$%na +as% "%4rica 7or*ar5 la 1la"a7or*a so+r% la c$al s% cons"r$3% %l

an5lisis (% los r%s$l"a(os o+"%ni(os %n la in&%s"igaci4n sin %lla no s% 1$%(% anali6arlos r%s$l"a(os ni sa+%r c$5l%s %l%*%n"os s% 1$%(%n "o*ar %n c$%n"a 3 c$5l%s no. Sin

$na +$%na +as% "%4rica "o(o ins"r$*%n"o (is%=a(o o s%l%cciona(o o "!cnica %*1l%a(a

%n %l %s"$(io car%c%r5 (% &ali(%6.

5.>.7. E)+2%-$ %& M&/!%$

2)


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22

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Trabajo 3 %l!eglamento de las Condiciones de "igiene y Seguridad en el Trabajo#

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ins"alaci4n 3 a s$ &%6 n%c%sarios %n (i7%r%n"%s s%ccion%s "an"o (%l %s"$(io "!cnico

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5.>.>.7. D&+&0-*!/-* %& $) C$)+$) T$+!&)

Es"a 1ar"% s% 1ro1on% (%"%r*inar los cos"os (% 1ro($cci4n 9$% %s"ar5n 1r%s%n"%s

($ran"% la %la+oraci4n (% la ca"alina %l c$al s% "o*ar5n %n c$%n"a la *a"%ria 1ri*a la

*ano (% o+ra la %n%rg#a %l!c"rica $"ili6a(a %n&as%s %l ag$a co*+$s"i+l% cali(a(

*an"%ni*i%n"o cargos (% (%1r%ciaci4n 3 a*or"i6aci4n as# co*o "a*+i!n o"ros cos"os

"al%s co*o- a(*inis"ra"i&os (% &%n"a 7inanci%ros 1$+lici"arios. /o 9$% s% 1r%"%n(% %s

anali6ar %s"os cos"os 3 %s"i1$lar c$5l %s %l *on"o (% los r%c$rsos %con4*icos

n%c%sarios 1ara ins"alar la %*1r%sa 1ro($c"ora.

!H C$)+$) %& P$%2//-*

/os cos"os (% 1ro($cci4n %s"5n 7or*a(os 1or los sig$i%n"%s %l%*%n"os-

Ma"%rias Lri*as- Son los *a"%rial%s 9$% (%


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Ma"%rial%s in(ir%c"os- or*an 1ar"% a$0iliar %n la 1r%s%n"aci4n (%l 1ro($c"o

"%r*ina(o sin s%r %l 1ro($c"o %n s#. A9$# s% incl$3%n- %n&as%s 1ri*arios 3

s%c$n(arios 3 %"i9$%"as.

Cos"o (% los ins$*os- E0cl$3%n(o 1or s$1$%s"o los r$+ros *%nciona(os "o(o

1roc%so 1ro($c"i&o r%9$i%r% $na s%ri% (% ins$*os 1ara s$ 7$nciona*i%n"o.

Es"os 1$%(%n s%r- ag$a %n%rg#a %l!c"rica co*+$s"i+l%s (i%s%l gas gasolina

1%"r4l%o 1%sa(oF (%"%rg%n"%sF gas%s in($s"rial%s %s1%cial%s co*o 7r%4n

a*oniaco o0#g%no ac%"il%noF r%ac"i&os 1ara con"rol (% cali(a( 3a s%an

9$#*icos o *%c5nicos.

Cos"o (% *an"%ni*i%n"o- Es $n s%r&icio 9$% s% con"a+ili6a 1or s%1ara(o %n

&ir"$( (% las carac"%r#s"icas %s1%cial%s 9$% 1$%(% 1r%s%n"ar. S% 1$%(% (ar

*an"%ni*i%n"o 1r%&%n"i&o 3 corr%c"i&o al %9$i1o 3 a la 1lan"a. El cos"o (% los

*a"%rial%s 3 la *ano (% o+ra 9$% s% r%9$i%ran s% cargan (ir%c"a*%n"% a

*an"%ni*i%n"o 1$%s 1$%(% &ariar *$c


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la %*1r%sa 1$%(%n no s4lo signi7icar los s$%l(os (%l g%r%n"% o (ir%c"or g%n%ral 3 (%

los con"a(or%s a$0iliar%s s%cr%"arias as# co*o los gas"os (% o7icina %n g%n%ral. Una

%*1r%sa (% ci%r"a %n&%rga($ra 1$%(% con"ar con (ir%ccion%s o g%r%ncias (%

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%H C$)+$) F-*!*/-&$)

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1r!s"a*o. Alg$nas &%c%s %s"os cos"os s% incl$3%n %n los g%n%ral%s 3 (%

a(*inis"raci4n 1%ro lo corr%c"o %s r%g#s"ralos 1or s%1ara(o 3a 9$% $n ca1i"al

1r%s"a(o 1$%(% "%n%r $sos *$3 (i&%rsos 3 no


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D%s(% %l 1$n"o (% &is"a 1r5c"ico %l ca1i"al (% "ra+a,o %s"5 r%1r%s%n"a(o 1or %l

ca1i"al a(icional (is"in"o (% la in&%rsi4n %n ac"i&o 7i,o 3 (i7%ri(o con 9$%


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%s 1osi+l% 9$% ci%r"a 1ar"% (% %sa can"i(a( 1$%(a 1%(irs% 1r%s"a(a %s (%cir

in(%1%n(i%n"%*%n"% (% 9$% s% 1$%(a 9$%(ar a (%+%r ci%r"os s%r&icios

1ro&%%(or%s o 1agos "a*+i!n 1$%(% 7inanciars% 1arcial*%n"% la o1%raci4n. El

&alor 1ro*%(io %n la in($s"ria %s (% TC 2; lo 9$% in(ica 9$% 1or ca(a 2;

$ni(a(%s *on%"arias in&%r"i(as %n ac"i&o circ$lan"% s% 1$%(% (%+%r o 7inanciar

$na sin 9$% %s"o a7%c"% signi7ica"i&a*%n"% la 1osici4n %con4*ica (% la

%*1r%sa. /a 1r5c"ica cons%r&a(ora acons%,a 9$% si (is*in$3% %l &alor TC 1or

(%+a,o (% $no la %*1r%sa corr%r5 %l gra&% ri%sgo (% no 1o(%r 1agar s$s

(%$(as (% cor"o 1la6o 3 si la TC %s *$3 s$1%rior a 2; %n"onc%s la %*1r%sa%s"5 (%,an(o (% $"ili6ar $n r%c$rso &alioso co*o lo %s %l 7inancia*i%n"o

a$n9$% la li9$i(%6 (% la %*1r%sa a cor"o 1la6o s%a *$3 al"a. /a can"i(a( 9$%

la %*1r%sa 9$i%ra 1%(ir 1r%s"a(o "a*+i!n (%1%n(%r5 (% las con(icion%s (%l

cr!(i"o 3 %n %s1%cial (% la "asa (% in"%r!s carga(a.

5.>.>.8. E)+!%$ %& R&)2+!%$) P$JF$0!

/a 7inali(a( (%l an5lisis (%l %s"a(o (% r%s$l"a(os o (% 1!r(i(as 3 ganancias %s

calc$lar la $"ili(a( n%"a 3 los 7l$,os n%"os (% %7%c"i&o (%l 1ro3%c"o 9$% son %n 7or*a

g%n%ral %l +%n%7icio r%al (% la o1%raci4n (% la 1lan"a 3 9$% s% o+"i%n%n r%s"an(o a los

ingr%sos "o(os los cos"os %n 9$% inc$rra la 1lan"a 3 los i*1$%s"os 9$% (%+a 1agar.

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(% ca(a $no (% los cinco a=os.

El *!"o(o (% 1ago 9$% %li,a $na %*1r%sa &a a (%1%n(%r (% la "asa in"%rna (%

r%n(i*i%n"o 9$% %s"! ganan(o. D% .>.. B!!*/& G&*&!

Ac"i&o 1ara $na %*1r%sa signi7ica c$al9$i%r 1%r"%n%ncia *a"%rial o in*a"%rial.

Lasi&o signi7ica c$al9$i%r "i1o (% o+ligaci4n o (%$(a 9$% s% "%nga con "%rc%ros.

Ca1i"al signi7ica los ac"i&os r%1r%s%n"a(os %n (in%ro o %n "#"$los 9$% son 1ro1i%(a(

(% los accionis"as o 1ro1i%"arios (ir%c"os (% la %*1r%sa.

C$an(o s% r%ali6a %l an5lisis %con4*ico (% $n 1ro3%c"o 3 s% (%+% 1r%s%n"ar %l

+alanc% g%n%ral s% r%co*i%n(a 1or lo an"%rior s4lo r%7%rirs% al +alanc% g%n%ral

inicial %s (%cir s% 1$%(% 1r%s%n"ar $n +alanc% a lo largo (% ca(a $no (% los a=os

consi(%ra(os %n %l %s"$(io c$a"ro a=os 1%ro (%+i(o a 9$% c$an(o $na %*1r%sa

%*1i%6a a g%n%rar ganancias no s% sa+% con "o(a c%r"%6a %l (%s"ino %l (%s"ino (% las

*is*as s% 1$%(% (%ci(ir %n la 1r5c"ica (is"ri+$ir la *a3or#a (% la s$"ili(a(%s

r%in&%r"ir %n %l 1ro1io n%gocio in&%r"ir %n o"ras %*1r%sas 1or *%(io (% accion%s o

in&%r"ir %n c$al9$i%r o"ra al"%rna"i&a. Co*o al


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r%n(i*i%n"o 3 %l &alor 1r%s%n"% n%"o. S% sa+% 9$% %l (in%ro (is*in$3% s$ &alor r%al

con %l 1aso (%l "i%*1o a $na "asa a1ro0i*a(a*%n"% ig$al al ni&%l (% in7laci4n

&ig%n"% 3 (ic.=.7. C-+&-$ %& V!$ P&)&*+& N&+$ KVPNH

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S%g8n Sa1ag 2; %s la "asa 9$% ig$ala %l &alor 1r%s%n"% n%"o a c%ro. Es"a

1ar"% s% %&al8a %l 1ro3%c"o %n 7$nci4n (% $na 8nica "asa (% r%n(i*i%n"o 1or 1%rio(o

con la c$al la "o"ali(a( (% los +%n%7icios ac"$ali6a(os son %0ac"a*%n"% ig$al%s a los

(%s%*+olsos %01r%sa(os %n *on%(a ac"$al. Es"a r%1r%s%n"a la "asa (% in"%r!s *5s al"a

9$% $n in&%rsionis"a 1o(r#a 1agar sin 1%r(%r (in%ro si "o(os los 7on(os 1ara %l

7inancia*i%n"o (% la in&%rsi4n s% "o*ar5n 1r%s"a(os 3 %l 1r!s"a*o s% 1agara con las

%n"ra(as %n %7%c"i&o (% la in&%rsi4n a *%(i(a 9$% s% 7$%s%n 1ro($ci%n(o.

Co*1aran(o %s"% cri"%rio con %l cri"%rio (%l &alor ac"$al n%"o s% 1$%(% a1r%ciar 9$%

s%r#a %l %9$i&al%n"% a %s"% al .=.>. P2*+$ %& E12--"-$

El 1$n"o (% %9$ili+rio %s %l ni&%l (% 1ro($cci4n %n %l 9$% los +%n%7icios 1or

&%n"as son %0ac"a*%n"% ig$al%s a la s$*a (% los cos"os 7i,os &aria+l%s lo c$al 1%r*i"%

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(%"%r*inar la 1ro($cci4n *#ni*a %con4*ica 9$% s% r%9$i%r% con la 7inali(a( (% no

inc$rrir %n 1!r(i(as. /os cos"os 7i,os 3 &aria+l%s (% ac$%r(os a los 1%rio(os

%s"a+l%ci(os a 1ar"ir (%l ni&%l (% $"ili6aci4n (% la ca1aci(a( ins"ala(a "o*an(o %n

c$%n"a los 1ron4s"icos (% ingr%sos (% &%n"as 3 %l 1r%cio $ni"ario (% ca(a a=o.

Lara la (%"%r*inaci4n (%l 1$n"o (% %9$ili+rio (%+%*os %n 1ri*%r l$gar conoc%r

los cos"os 7i,os 3 &aria+l%s (% la %*1r%saF %n"%n(i%n(o 1or cos"os &aria+l%s a9$%llos

9$% ca*+ian %n 1ro1orci4n (ir%c"a con los &ol8*%n%s (% 1ro($cci4n 3 &%n"as 1or

%,%*1lo- *a"%rias 1ri*as *ano (% o+ra a (%s"a,o co*ision%s %"c. Lor cos"os 7i,os

a9$%llos 9$% no ca*+ian %n 1ro1orci4n (ir%c"a con las &%n"as 3 c$3o i*1or"% 3

r%c$rr%ncia son 1r5c"ica*%n"% cons"an"%s co*o son la r%n"a (%l local los salarios las(%1r%ciacion%s a*or"i6acion%s %"c. A(%*5s (%+%*os conoc%r %l 1r%cio (% &%n"a (%

!l o los 1ro($c"os 9$% 7a+ri9$% o co*%rcialic% la %*1r%sa as# co*o %l n8*%ro (%

$ni(a(%s 1ro($ci(as.

CAPTULO III

MARCO METODOLGICO

>.7. T-($ %& I*&)+-'!/-*

S%g8nArias2@ la *%"o(olog#a (% la in&%s"igaci4n %s (% "i1o (oc$*%n"al 3

(% ca*1o. Doc$*%n"al 1or9$% s% &a a s$*inis"rar "o(a in7or*aci4n a "ra&!s (%

cons$l"a (% li+ros "%sis 3 c$al9$i%r o"ro "i1o (% in7or*aci4n %scri"a 9$% s% consi(%r%

i*1or"an"% 3 n%c%saria 1ara r%ali6ar la in&%s"igaci4n. D% ca*1o 1or9$% 1ara

(%"%r*inar %l co*1or"a*i%n"o %0is"%n"% %n %l *%rca(o (% las car"%ras (% c$%ro a ni&%l

(%l %s"a(o An6o5"%g$i 7$% n%c%sario r%ali6ar $na %nc$%s"a %n las 1rinci1al%s ci$(a(%s

(% (ic


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1%9$%=os (is"ri+$i(or%s (% car"%ras $+ica(os %n la ci$(a( (% L$%r"o /a Cr$6 3

Barc%lona con %l 7in (% conoc%r alg$nas carac"%r#s"icas (%l 1ro($c"o.

>.5. N-& %& I*&)+-'!/-*

Arias 2@ %l ni&%l (% in&%s"igaci4n s% r%7i%r% al gra(o (% 1ro7$n(i(a( con

9$% s% a+or(a $n o+,%"o o 7%n4*%no. A9$# s% in(icar5 si s% "ra"a (% $na in&%s"igaci4n

%01lora"oria (%scri1"i&a o %01lica"i&a. El "i1o (% in&%s"igaci4n a %*1l%ar %n %s"%

1ro3%c"o %s (% "i1o (%scri1"i&a 3a 9$% la 7inali(a( %s carac"%ri6ar %l 7$nciona*i%n"o

(% $na 75+rica (%s"ina(a a la 1ro($cci4n (% car"%ras *$l"i7$ncional%s %la+ora(as con

c$%ro 3 %s"a+l%c%r s$ co*1or"a*i%n"o 1ara co*1ro+ar 9$% %s 7ac"i+l% s$

i*1lan"aci4n %n %l *$nici1io Si*4n Bol#&ar (%l Es"a(o An6o5"%g$i.

>.>. T/*-/!) ! U+--!

En 7$nci4n (%l logro (% los o+,%"i&os (% %s"% %s"$(io s% %*1l%aron

ins"r$*%n"os 3 "!cnicas ori%n"a(as a o+"%n%r in7or*aci4n o (a"os a "ra&!s (% las

sig$i%n"%s "!cnicas-

!evisin ibliogrica- Co*1r%n(% la in&%s"igaci4n 3 cons$l"a (% "o(as las

7$%n"%s (% in7or*aci4n "%sis li+ros r%laciona(as con %l "%*a con la 7inali(a( (%

a*1liar los conoci*i%n"os.

&ncuesta* Ti%n% co*o o+,%"i&o la in"%racci4n %n 7or*a (ir%c"a con los

*i%*+ros (% la 1o+laci4n *$%s"ral (%l 5r%a %n %s"$(io 1ara o+"%n%r o1inion%s

i*1or"an"%s. /a $"ili6aci4n (% %s"a "!cnica s% *a"%riali64 a "ra&!s (% $n c$%s"ionario

(% n$%&% 1r%g$n"as %la+ora(o con %l 7in (% r%cog%r la in7or*aci4n n%c%saria 3

(%*os"rar la r%ali(a( (% la si"$aci4n 1lan"%a(a.

&ntrevista* Es la co*$nicaci4n %s"a+l%ci(a %n"r% %l in&%s"iga(or 3 %l s$,%"o (%

%s"$(io a 7in (% o+"%n%r r%s1$%s"as &%r+al%s a las in"%rrogan"%s 1lan"%a(as so+r% %l

1ro+l%*a 1ro1$%s"o 7$%ron %n"r%&is"a(os si%"% "i%n(as (%(ica(as a la &%n"a (%

car"%ras*$l"i7$ncional%s %n la Vona Nor"% (%l Es"a(o An6o5"%g$i a "ra&!s (%l c$al s%

1$(o conoc%r %l 1r%cio 3 las &%n"as (iarias .

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!evisin +ocumental* Consis"% %n la r%&isi4n (%"alla(a ($ran"% "o(o %l

1ro3%c"o (% *a"%rial i*1r%so 3 &ir"$al (% l%3%s nor*as 3 1roc%(i*i%n"os 9$% rig%n

la %&al$aci4n (% 1ro3%c"o 3 %la+oraci4n (%l 1ro($c"o 7$ncionan(o co*o g$#a 3

r%7%r%ncia 1ara %l (%sarrollo (% %s"% %s"$(io co*o lo son- la /%3 Org5nica (%l

Tra+a,o %l R%gla*%n"o (% las Con(icion%s (% igi%n% 3 S%g$ri(a( %n %l Tra+a,o 3 la

/%3 Org5nica (% Lr%&%nci4n Con(ici4n 3 M%(io A*+i%n"% (%l Tra+a,o

/OLC?MAT.

T/*-/!) %& A*-)-):

Una &%6 o+"%ni(a las in7or*acion%s s% 1roc%(% a %scog%r la 7or*a (%organi6aci4n %li*inan(o 1osi+l%s %rror%s 1ara s$ an5lisis *%(ian"% los *!"o(os 3

nor*as (% la in"%r1r%"aci4n (% (a"os. Es"as "!cnicas 1%r*i"%n 1r%s%n"ar r%s$l"a(os

1r%cisos so+r% la in&%s"igaci4n a(%*5s conoc%r (% *an%ra *5s clara 3 1r%cisa la

1ro+l%*5"ica (% %s"$(io %n"r% las "!cnicas 9$% s% $saran s% %nc$%n"ran las sig$i%n"%s.

+iagrama de $lujo de Proceso* Es $na r%1r%s%n"aci4n gr57ica 9$% a(%*5s

(% r%gis"rar las o1%racion%s % ins1%ccion%s *$%s"ra "o(os los *o&i*i%n"os

(% $n ar"#c$lo %n s$ 1aso 1or la 1lan"a. Es %s1%cial*%n"% 8"il 1ara 1on%r (%

*ani7i%s"o cos"os oc$l"os co*o (is"ancias r%corri(as r%"rasos 3

al*ac%na*i%n"os "%*1oral%s. A(%*5s *$%s"ra los (%"all%s (% c4*o $na

1%rsona %,%c$"a $na s%c$%ncia (% o1%racion%s. Es"a "!cnica 7$% a1lica(a %n

la %"a1a (%l %s"$(io "!cnico (% la in&%s"igaci4n.

rico Circular* D%no*ina(o "a*+i!n gr57ica (% 1as"%l o gr57ica (%l

) consis"% %n r%1r%s%n"ar 1ro1orcion%s (% (is"in"as clas%s (%n"ro (% $na

*$%s"ra. /a *$%s"ra %s r%1r%s%n"a(a 1or $n c#rc$lo 3 ca(a $na (% las clas%s

9$% la co*1on%n 1or $n s%c"or (% !s"%. El 5ng$lo (% ca(a s%c"or *an"i%n%

la *is*a 1ro1orci4n (% H@ 9$% la (% la clas% r%1r%s%n"a(a r%s1%c"o (%l

"a*a=o "o"al (% la *$%s"ra. L%r*i"% &%r la (is"ri+$ci4n in"%rna (% los (a"os

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9$% r%1r%s%n"an $n


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Organigrama* Es $na r%1r%s%n"aci4n gr57ica 9$% %01r%sa %n "!r*inos

concr%"os 3 acc%si+l%s la %s"r$c"$ra ,%rar9$#a % in"%rr%laci4n (% las (is"in"as

5r%as 9$% co*1on%n $na %*1r%sa $ organi6aci4n. S% $"ili64 1ara

1ro1orcionar in7or*aci4n so+r% la ca(%na (% *an(o (% la ins"alaci4n 3 la

%s"r$c"$ra (% la 1lan"a s% a1lic4 %n la %"a1a (%l %s"$(io "!cnico (% la

in&%s"igaci4n.

+iagrama de $lujos de &ectivo* Es %l %s"a(o 7inanci%ro 9$% *$%s"ra %l

%7%c"i&o g%n%ra(o 3 $"ili6a(o %n las ac"i&i(a(%s (% o1%raci4n in&%rsi4n 3

7inanciaci4n (%"%r*ina la $"ili(a( n%"a 3 los 7l$,os n%"os (% %7%c"i&o (%l

1ro3%c"o r%1r%s%n"an(o %l +%n%7icio r%al (%l 7$nciona*i%n"o (% la 1lan"a.

Es"a "!cnica 7$% a1lica(a %n la %"a1a (%l %s"$(io %con4*ico.

M-todo de Ponderacin .or Puntos* Es $na "!cnica c$an"i"a"i&a %n (on(% s%

asignan &alor%s n$*!ricos 1$n"os a ca(a %l%*%n"o (% la locali6aci4n 3 s%

o+"i%n% $n &alor "o"al 1or la s$*a (% &alor%s n$*!ricos. Es"o (%ri&a %n $na

co*1araci4n c$an"i"a"i&a (% (i7%r%n"%s si"ios. El *!"o(o 1%r*i"% 1on(%rar

7ac"or%s (% 1r%7%r%ncia 1ara %l in&%s"iga(or al "o*ar la (%cisi4n (% la

locali6aci4n *5s acor(% 1ara ins"alar la %*1r%sa 1ro($c"ora (% ca"alina.

Es"a "!cnica s% a1lic4 %n %l %s"$(io "!cnico (%l 1ro3%c"o.

nlisis de !egresin M/lti.le con Tres 'ariables* El an5lisis (% r%gr%si4n

%s $n con,$n"o (% *!"o(os %s"a(#s"icos 1ara la 7or*$laci4n *a"%*5"ica (%

*o(%los (% r%lacion%s %n"r% &aria+l%s las c$al%s 1$%(%n s%r $sa(as 1ara

1r%(%cir o


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7al"a (% a,$s"% (%l *o(%lo. S% a1lica %n %l (%sarrollo (%l %s"$(io (% *%rca(o

1ara $"ili6ar la %c$aci4n (% "%n(%ncia


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@@

%llo la TIR s% co*1ara con $na "asa *#ni*a o "asa (% cor"% %l cos"% (%

o1or"$ni(a( (% la in&%rsi4n si la in&%rsi4n no "i%n% ri%sgo %l cos"% (%

o1or"$ni(a( $"ili6a(o 1ara co*1arar la TIR s%r5 la "asa (% r%n"a+ili(a( li+r%

(% ri%sgo. Si la "asa (% r%n(i*i%n"o (%l 1ro3%c"o %01r%sa(a 1or la TIR

s$1%ra la "asa (% cor"% s% ac%1"a la in&%rsi4nF %n caso con"rario s% r%c


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Es la "%rc%ra 1ar"% (% la in&%s"igaci4n 7or*al (on(% s% (%"%r*in4 los *on"os (%

los r%c$rsos %con4*icos n%c%sarios 1ara la r%ali6aci4n (%l 1ro3%c"o. D%"%r*inan(o %l

1r%s$1$%s"o (% los cos"os "o"al%s (% 1ro($cci4n los gas"os (% a(*inis"raci4n 3 &%n"a

la in&%rsi4n %n ac"i&o 7i,o 3 (i7%ri(o la (%1r%ciaci4n 3 a*or"i6aci4n 3 o"ros cos"os

i*1r%&is"os.

E+!(! V: E&al$aci4n Econ4*ica

Es la c$ar"a 1ar"% (% la in&%s"igaci4n 7or*al (% "o(a s%c$%ncia (% an5lisis (%

7ac"i+ili(a( (% $n 1ro3%c"o %s 1or %llo 9$% s% %*1l%aron *!"o(os (% %&al$aci4n

(on(% s% "o*4 %l &alor r%al (%l (in%ro a "ra&!s (%l "i%*1o %l c$al 7inal*%n"% 1%r*i"i4

(%ci(ir 9$% %ra r%n"a+l% 3 s%g$ra la i*1lan"aci4n (%l 1ro3%c"o.E+!(! VI:R%(acci4n (%l In7or*% inal

En %s"a 8l"i*a %"a1a s% r%ali64 la r%(acci4n (% $n in7or*% 7inal con los

r%s$l"a(os o+"%ni(os %n ca(a %"a1a 7inali6an(o con las r%s1%c"i&as concl$sion%s 3

r%co*%n(acion%s 1ara %l 1ro3%c"o. To*an(o %n c$%n"a las *%"o(olog#as (% "ra+a,o

%s"a+l%ci(as co*o %s"5n(ar%s s%g8n las nor*as in"%rnas (% la Uni&%rsi(a( D% Ori%n"%

3 o"ras nor*as (% %s"5n(ar%s 1ara la %la+oraci4n (% "%sis.

CAPTULO IV

RESULTADOS

=.7. E)+2%-$ %& M&/!%$

El %s"$(io (% *%rca(o *os"ra(o a con"in$aci4n consis"% %n +$scar $na

conc%1ci4n il$s"ra(a (% la &ia+ili(a( co*%rcial co*o *o(ali(a( (% s%r&icio a

i*1l%*%n"ars% %n %n%6$%la 1or la %*1r%sa O/MAT. S% ll%&a a ca+o %l an5lisis (%

la (%*an(a la o7%r"a 3 s% 1on% (% *ani7i%s"o %l ra6ona*i%n"o co*%rcial asocia(o.

=.7.7. D&)/-(/-* %& P$%2/+$

=.7.7.7. G&*&!-%!%&)

@


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@K

El 1ro($c"o %s %l r%s$l"a(o *5s 1al1a+l% 1ara %l cons$*i(orF no +as"a con 9$%

%l cons$*i(or n%c%si"% %l 1ro($c"o %s n%c%sario 9$% c$*1la con $na s%ri% (%

a"ri+$"os i*1or"an"%s %n %l caso (% la car"%ra *$l"i7$ncional lo cons"i"$3%n s$s

carac"%r#s"icas (% *$l"i7$ncionali(a( 3 s$s (is%=os %0cl$si&os. Son %s"as las 9$%

(%"%r*inan las 1r%7%r%ncias in(i&i($al%s %n %l 1ro($c"o. Lara %7%c"os (%l 1ro3%c"o %l

1ro($c"o 1rinci1al 9$% s%r5 (is%=a(o 1or la %*1r%sa %s $na car"%ra *$l"i7$ncional

7%*%nina %la+ora(a con c$%ro 3 *%6clas %n"r% "%la.

/a car"%ra *$l"i7$ncional con"ar5con los ganc


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o Anc


70/172

3 s$ li*1i%6a %n %l %nsa*+l% (% las 1i%6as lo c$al (%*$%s"ra 9$% %s $na o+ra

) ar"%sanal %la+ora(a con los *5s 7inos c$i(a(os.

% Ma"%rial%s.

P Ci%rr%s- Es"% acc%sorio %n la car"%ra *$l"i7$ncional &a %n la 1ar"% (%

los +olsillos.

P C$%ro- /a 1ala+ra c$%ro 1ro&i%n% (%l la"#n c$ri$* Li%l (% los ani*al%s

c$r"i(a %s (%cir s% "ra"a (% la 1i%l "ra"a(a *%(ian"% c$r"i(o. El c$%ro %n

(%7ini"i&a 1ro&i%n% (% $na ca1a (% "%,i(o 9$% r%c$+r% a los ani*al%s 3

9$% "i%n% 1ro1i%(a(%s (% r%sis"%ncia 3 7l%0i+ili(a( +as"an"% a1ro1ia(as

1ara s$ 1os"%rior *ani1$laci4n. /a ca1a (% 1i%l %s s%1ara(a (%l c$%r1o

(% los ani*al%s *$%r"os s% %li*ina %l 1%lo o la lana sal&o %n los casos

%n 9$% s% 9$i%ra cons%r&ar %s"a co+%r"$ra 1ilosa %n %l r%s$l"a(o 7inal 3

1os"%rior*%n"% %s so*%"i(a a $n 1roc%so (% c$r"i(o. El c$%ro s% %*1l%a

co*o *a"%rial 1ri*ario 1ara o"ras %la+oracion%s co*o 1or %,%*1lo

1ara car"%ras.

P T%la- Es $na %s"r$c"$ra la*inar 7l%0i+l% r%s$l"an"% (% la $ni4n (%


71/172

)

P L%ga*%n"o- Es $na s$s"ancia 9$% 1$%(% *an"%n%r $ni(os a (os o *5s

c$%r1os 1or con"ac"o s$1%r7icial. Es sin4ni*o (% cola 3 1%ga*%n"o. S$

i*1or"ancia %n la in($s"ria *o(%rna %s consi(%ra+l%.

=.7.7.>. C!)! 12& F!"-/! & P$%2/+$ D&*$0-*!%$

En %l %s"$(io s% s%l%ccion4 con %l no*+r% 5+rica (% Car"%ras %n%6$%la C.A

las car"%ras *$l"i7$ncional%s s%r5 in"ro($ci(a al *%rca(o +a,o la *arca O/MAT:

%s"a *arca i(%n"i7ica %l 1ro($c"o lo 1%rsonali6a lo


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2

En %l %s"$(io (% la (%*an(a s% "o*a %n c$%n"a in7or*aci4n 1ro&%ni%n"% (%

7$%n"%s 1ri*arias. /as 7$%n"%s 1ri*arias con"i%n%n "o(a la in7or*aci4n 1ro&%ni%n"% (%

los 1osi+l%s cons$*i(or%s (%l 1ro($c"o a "ra&!s (% la r%ali6aci4n (% %nc$%s"as.

/a (%*an(a s% 1$%(% clasi7icar (% (i7%r%n"%s *an%ras. En %l caso (% las car"%ras

*$l"i7$ncional%s s%g8n s$ o1or"$ni(a( s% clasi7ica co*o (%*an(a sa"is7%c


73/172

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1ro($cci4n 3 co*%rciali6aci4n (% las car"%ras con %l cons$*i(or 7inal. /a 5+rica

%s"ar5 $+ica(a %n $na 6ona co*%rcial (% la ci$(a( (% Barc%lona.

=.7.5.5. A*-)-) %& F2&*+&) P-0!-!)

Lara (%"%r*inar %l co*1or"a*i%n"o %0is"%n"% %n %l *%rca(o (% las car"%ras

*$l"i7$ncional%s 7$% n%c%sario r%ali6ar $n "ra+a,o (% ca*1o 1ara conoc%r la o1ini4n

(% los cons$*i(or%s a "ra&!s (% $na %nc$%s"a r%ali6a(a %n la Lla6a Bol#&ar (%

Barc%lona T%r*inal *$nici1al (% Barc%lona T%r*inal M$nici1al (% L$%r"o /a Cr$6

Lara(a Cr$c%ro (% /%c


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N$ )HH H;

T$+! )KH )$%n"%- Ela+oraci4n Lro1ia

ig$ra '.2. R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a ).

$%n"%- Ela+oraci4n Lro1ia

S% 1$%(% o+s%r&ar (% los r%s$l"a(os (% la 1ri*%ra 1r%g$n"a 9$% %l @; (% los

%nc$%s"a(os


75/172

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F"-/! );2 @)T-&*%!) ; 2H

O+$) ') )@T$+! 2; )$%n"%- Ela+oraci4n Lro1ia

61%23%

16%

Fbrica Tiendas Otros

ig$ra '.H. R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a 2.


An"% %s"a 1r%g$n"a s% 1$%(% o+s%r&ar 9$% %l @) (% los cons$*i(or%s 1r%7i%r%n

o+"%n%r las car"%ras *$l"i7$ncional%s %n la 1ro1ia 75+rica 3 $n 2H 1r%7i%r%n

o+"%n%rlas %n las "i%n(as 3 r%s"an"% )@ 1r%7i%r% o"ras o1cion%s. Consi(%ran(o los

r%s$l"a(os o+s%r&a(os %s 1or %llo 9$% la %*1r%sa O/MAT 1ro($cir5 3 &%n(%r5 las

car"%ras *$l"i7$ncional%s sin (%,ar 1or 7$%ra a 7$"$ro &ol&%rs% $n (is"ri+$i(or 1ara los*inoris"as.

Lr%g$n"a H- YC$5n"o %s"ar#a (is1$%s"o a 1agar 1or las car"%ras

*$l"i7$ncional%sZ

;


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Ta+la '.H. R%s$l"a(os (% Enc$%s"a- Lr%g$n"a H.

Ca"%gor#a r%c$%ncia Lorc%n"a,%

5666J5= ") ); @H5866J>= ") 'H )>866J== ") H2 )H=866J8666 ") )K

T$+! 2; ) $%n"%- Ela+oraci4n Lro1ia

63%17%

13%7%2000-2!! bs 2"00-3!! bs 3"00-!! bs

"00-"000 bs

ig$ra '.'. R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a H.$%n"%- Ela+oraci4n Lro1ia

@


77/172

S% 1$%(% o+s%r&ar %n la gr57ica la 1r%7%r%ncia (% las *$,%r%s al *o*%n"o (%

co*1rar $na car"%ra *$l"i7$ncional s% inclinan 1or $n 1r%cio 9$% %s"[ %n"r% $n rango

(% 2. 3 2.' +ol#&ar%s con $n @H.

P Lr%g$n"a '- YC$5l %s s$ color (% 1r%7%r%nciaZ

Ta+la '.'. R%s$l"a(os (% Enc$%s"a- Lr%g$n"a '.


R$)!%$ 2K ))

A2 H )2

B!*/$ 2K

N&'$ 2 H

M$!%$ 2 K

O+$ ) '

T$+! 2; )$%n"%- Ela+oraci4n Lro1ia

11%

12%

2#%

37%

#%%

$osado &ul Blanco 'e(ro )orado Otros


78/172

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ig$ra '.;. R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a '.


An"% %s"a 1r%g$n"a s% 1$%(% o+s%r&ar la 1r%7%r%ncia (% los cons$*i(or%s 1or %l

color n%gro $n H %l +lanco lo 1r%7i%r%n $n 2K %l )2)) 3 K (% los

%nc$%s"a(os 1r%7i%r%n %l a6$l rosa(o 3 %l *ora(o r%s1%c"i&a*%n"% a$n9$% $n ' (%

los %nc$%s"a(os s% inclinan 1or o"ros color%s co*o %l *arr4n +%ig% ca*%l c$%ro (%

*8l"i1l%s color%s. Consi(%ran(o los r%s$l"a(os o+s%r&a(os %s 1or %llo 9$% la %*1r%sa

O/MAT (%s"inar5 s$ 1ro($cci4n a la %la+oraci4n (% car"%ras *$l"i7$ncional%s (%

color n%gro +lanco a6$l 3 rosa(o las c$al%s (%s1%r"aron *a3or in"%r!s %n la

1o+laci4n con $n al"o 1orc%n"a,% (% 1r%7%r%ncia.

P Lr%g$n"a ;- YQ$! "a*a=o 1r%7i%r% al *o*%n"o (% co*1rar $na car"%raZ

Ta+la '.;. R%s$l"a(os (% Enc$%s"a- Lr%g$n"a ;.


P&12&! ;2 2)

M&%-!*$ )K 'H

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79/172

T$+! 2; )


21%

3%

36%

*e+uea )ediana ,rande

ig$ra '.@. R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a ;.


S% 1$%(% o+s%r&ar %n la gr57ica la 1r%7%r%ncia (% las *$,%r%s al *o*%n"o (%

co*1rar $na car"%ra *$l"i7$ncional s% inclinan 1or $n "a*a=o *%(iano con $n 'H

%l H@ los 1r%7i%r%n (% $n "a*a=o gran(% 3 solo %l 2) (% las *$,%r%s %nc$%s"a(as

1r%7i%r%n $na car"%ra *$l"i7$ncional 1%9$%=a.

Lr%g$n"a @- YQ$! "i1o (% *a"%rial 1r%7i%r% las car"%ras *$l"i7$ncional%sZ


80/172

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Ta+la '.@. R%s$l"a(os (% Enc$%s"a- Lr%g$n"a @.


C2&$ )K ;

T&! )2 )2

L$*! ) )

S-*++-/$ H H


76%

"%

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16%

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ig$ra '.. R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a @.


S%g8n la %nc$%s"a r%ali6a(a s% 1$%(% o+s%r&ar 9$% las *$,%r%s %nc$%s"a(as s%

inclinaron con $n ;


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%

21%

3"%

Foral noral e4orti5o

ig$ra '.K. R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a .


S% 1$%(% o+s%r&ar 9$% %l '' (% las *$,%r%s %nc$%s"a(as 1r%7i%r%n $n "i1o (%

car"%ra *$l"i7$ncional 7or*al %l H; s% inclina


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P&/-$ 22

C!-%!% 2) K

F/- %& C$*)&'2- )2 ;

D-)&$ ); @


!%

#0%

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ig$ra '.. R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a K.


KH


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S%g8n los r%s$l"a(os (% la %nc$%s"a s% 1$%(% o+s%r&ar 9$% 1ara las %nc$%s"a(as

lo *5s i*1or"an"% %n %l *o*%n"o (% co*1ra la car"%ra *$l"i7$ncional %s la cali(a(

con $n K3 %l 1r%cio con $n s%g$i(o (%l (is%=o con %l @ 3 %l ; o1ina 9$%

s%r#a i*1or"an"% 9$% s%a 75cil (% cons%g$ir.

P Lr%g$n"a - YCr%% 9$% s%r#a in"%r%san"% 9$% s% l% 1$(i%ran ca*+iar los

color%s 3 %l (is%=o (% las "a1as a las car"%ras *$l"i7$ncional%sZ

Ta+la '.. R%s$l"a(os (% Enc$%s"a- Lr%g$n"a .


S- ;K 2H

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23%

77%

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85/172

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ig$ra '.). R%1r%s%n"aci4n Gr57ica (% los R%s$l"a(os (% Enc$%s"a- Lr%g$n"a .


El *o"i&o (% la r%ali6aci4n (% %s"a 1r%g$n"a %ra in&%s"igar so+r% la 1osi+l%ac%1"aci4n (% "%n%r "a1as in"%rca*+ia+l%s 1ara &ariar %l (is%=o 3 los color%s (% las

car"%ras *$l"i7$ncional%s. Sin %*+argo los r%s$l"a(os o+"%ni(os no 7$%ron

7a&ora+l%s 3a 9$% s4lo $n 2H (% la 1o+laci4n %n"r%&is"a(a %s"$&o (% ac$%r(o con

%s"a inno&aci4n.

Lor las ra6on%s %01$%s"as s% 1ro($cir5 las car"%ras *$l"i7$ncional%s nor*al%s

%s"o %s %l *5s co*8n co*o s% %&i(%ncia no"a+l%*%n"% %n los r%s$l"a(os (% %s"a

1r%g$n"a 3 9$%(ar5 a 1os"%rior%s %s"$(ios (% la %*1r%sa %&al$ar n$%&a*%n"% *%(ian"%

%nc$%s"as *%rca(os (% 1r$%+a o alg8n o"ro *%(io 9$% 1%r*i"a consi(%rar la

incor1oraci4n (% %s"a $ o"ra *o(ali(a( a la l#n%a (% 1ro($cci4n.

=.7.5.>. C$*/2)-* G&*&! %& ! E*/2&)+!

inal*%n"% (% ac$%r(o a los r%s$l"a(os o+"%ni(os %n la %nc$%s"a s% o+s%r&a 9$%

son 7a&ora+l%s 1ara la %*1r%sa. S% %&i(%ncia 9$% las car"%ras (%+%n s%r (% *a"%rial (%

c$%ro con $n rango (% 1r%cios %n"r% 2.3 2.' +ol#&ar%s con (os (is%=os $no

7or*al 3 o"ro (%1or"i&o 1r%7%ri+l%*%n"% (% "a*a=os *%(iano la *a3or#a (% los

cons$*i(or%s 1r%7i%r%n a(9$irir las car"%ras *$l"i7$ncional%s %n la *is*a %*1r%sa 3

con $na &ari%(a( (% color%s (% n%gro +lanco a6$l 3 rosa(o. En g%n%ral los r%s$l"a(os

a*1li7ican la 1osi+ili(a( (% 1ar"ici1aci4n %n %l *%rca(o (% la l#n%a (% 1ro($cci4n (%

$na %*1r%sa 1ro($c"ora (% car"%ras *$l"i7$ncional%s.

K;


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=.7.5.=. C$0($+!0-&*+$ ;-)+-/$ %& ! D&0!*%!

El %s"$(io (%l co*1or"a*i%n"o


87/172

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#"%*s si*ilar*%n"% &%n(i(os. Ta*+i!n s% a1r%cia %l incr%*%n"o an$al %n "o(os los

r$+ros. /a %0c%1ci4n a %s"% 8l"i*o co*1or"a*i%n"o s% %0


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KK

Bolso

sTi4

o/obr

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Bolso

s

-arte

ras)ultiun

cionale

s

0

1000

2000

3000

000

"000

6000

7000

2011

2012

2013

ig$ra '.)2. D%*an(a "o"al an$al 1or %s"a+l%ci*i%n"o C%n"ro Co*%rcial Cris"o7oro

Colo*+o.


Bolso

sTi4

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Bolso

s

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s

01000

20003000000"00060007000#000

2011

2012

2013

ig$ra'.)H. D%*an(a "o"al an$al 1or %s"a+l%ci*i%n"o C%n"ro Co*%rcial /i+%r"a(.$%n"%-

Ela+oraci4n Lro1ia

En la 7ig$ra '.)H s% o+s%r&a $na ca#(a (% la (%*an(a %n %l 2)2 3 %n la 7ig$ra

'.)' la (%*an(a %n"r% %l a=o 2)) 3 2)2 s% *an"$&o casi cons"an"% %n %l 8l"i*o

a=o (% %s"$(io la (%*an(a s% si"$4 %n ).@ 3 @@ $ni(a(%s r%s1%c"i&a*%n"%.

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Centros Comerciales 2011 2012 2013

C.C. 5 de julio 450 670 1250

C.C Cristoforo colo!o 435 700 1300

C.C. "i!ertad 490 690 1290

C.C. #e$ina 460 698 1275

C.C. %la&a 'aor 440 680 1260

C.C. *entura 438 675 1295

C.C. Cari!!ean 'all 455 710 1289

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