INCIDENCIA

De las Tendencias

CIPA N° 1
Beatriz Moreno / Ceidy Cantillo / Cindy Pérez
1. Pregunta:
Investigar dentro de la temática: Factores de cambio y analisis del
entorno las cuatro variables de investigación: Geográfica, demográfica,
psicográfico y Conductual.
TENDENCIAS 01 Variables, fenómenos o procesos verificables históricamente,
que marcan la evolución y el cambio a largo plazo.

02 Las tendencias tienen vida propia.

Una ventaja es que se puede leer un fenómeno o proceso que

03 ya trae historia.

04 Su análisis nos permite conocer el futuro tendencial o libre de

sorpresas, aquel en el que las cosas cambian de dirección al
mismo ritmo que en el presente.

05 Para tomar decisiones de negocios resulta muy útil conocer las

tendencias cambiantes del mundo: económicas, demográficas,
sociales, politicas, etc.

06 Cuando hablamos de RUPTURA, nos referimos a variables o

fenomenos que detienen o desaceleran las tendencias
 01. Tipo y Clasificación
Tipo Clasificación

Cuantitativo Cualitativo Internas Externas

son aquellas que se

crean al interior de la
Estas variables no organización y los
Que aquellas se pueden son los factores
variables que podemos asociar a
cuantificar por que asociados al entorno y
podemos cuantificar los 7 elementos (7
son : pueden ser de orden
y representar por S’s) propuestos por
Conceptos, Político, Económico,
algoritmos, McKinsey en los
creencias,percepcio Social, Tecnológico,
estadística , etc. procesos de cambio
nes, teorias, en fin Ambiental y Legales.​
organizacional :Estra
todo lo que Político, Económico,
tegia,
represente un Social, Tecnológico,
estructura,estilo,pers
constructo mental. Ambiental y Legales.​
onal,habilidades,siste
mas,valores
compartidos (Shared
Values, Structure,
Systems, Strategy,
Style, Staff, Skills).
​

Encontramos: Mercados,
administrativo, tecnologico,
financiero y de producción.
Según McKinsey

Proceso de cambio
organizacional
 Una vez conocida la importancia estratégica de cada factor y sus
puntos clave para nuestra organización, procedemos a calificar el

Clasificación de la nivel con el que contamos para cada factor en nuestra

organización, asignando una calificación sobre 10 puntos, siendo
10 un nivel perfecto y uno el nivel más bajo o casi inexistente.

estructura
organizacional

El paso inicial es listar los factores comprendiendo los

puntos clave de cada uno, asignando un peso o
importancia relativa para el cumplimiento de objetivos Place Your Picture Here
empresariales. Aquí se dividen 100 puntos entre los
siete factores. La suma de todos debe ser 100. Para
facilitar el análisis se sugiere trabajar con porcentajes
o dividir la calificación para 100.
Finalmente multiplicamos el peso relativo por la calificación de
cumplimiento y tendremos el indicador de efectividad de la estructura
organizacional para cada factor, cuya suma de calificación nos brinda
claramente el nivel de eficiencia con el que contamos internamente para
cumplir los objetivos.

De manera complementaria se recomienda listar las características de

cada factor a fin de trabajar acciones y mejoras en cada una y
paralelamente calificar cada uno de estos factores como fortaleza o
debilidad empresarial para integrar la información recabada a análisis
FODA.
 Prospectiva Terri-
torial o Geográfica
¿Qué es?
En los planes de ordenamiento territorial, la
prospectiva es una fase metodológica intermedia
entre el diagnóstico y la propuesta, y sirve para
orientar la anterior considerando diferentes escenarios
futuros.

Se trata de proyectar, a partir del diagnóstico, las

variables más representativas y diseñar escenarios
futuros; a saber, el tendencial, el óptimo y el
intermedio o de consenso, entre otros.
file:///C:/Users/marlon/Downloads/7307.pdf

 La prospectiva territorial permite saber y comprender el territorio; ’

La prospectiva territorial es un proceso global (y no
 Permite desarrolla la estrategia como el arte de identificar y coordinar los
sectorial), y se refiere al conjunto del territorio físico y
medios para llegar a un objetivo; ’ humano que constituye el espacio en estudio. Se ejerce
en beneficio del bien común, en una perspectiva de
 Permite elaborar colectivamente un porvenir, traduciéndolo en un discurso mediano y largo plazo.
coherente y apropiable. https://inta.gob.ar/sites/default/files/inta_guia_prospectiva_ot_nivel_municipal.pdf
Aspectos importantes de la prospectiva
territorial
Ciclo de la prospectiva
Los gobiernos locales deben construir visiones de futuro
bien estructuradas y horizontes de largo plazo que sirvan
para orientación y coordinación de estrategias de las
políticas públicas de mediano y largo plazo (Medina, 2014).

Esas visiones y horizontes podrían dar sentido al desarrollo

territorial, dentro de un marco de referencia compartido, que
ayuda a sustentar la planificación y gestión territorial.

La prospectiva es un conocimiento útil para orientar y

estructurar el diálogo permanente que se propicia entre los
diversos sujetos sociales del territorio.

El diálogo social implica procesos estructurados para

reflexionar, debatir y construir el futuro y mantener una
vigilancia estratégica de las implicancias o consecuencias
sobre la decisión y acción pública.
https://inta.gob.ar/sites/default/files/inta_guia_prospectiva_ot_nivel_municipal.pdf
Prospectiva
Demográfica
Las proyecciones de población son ejercicios
analíticos de creatividad e imaginación. Tienen por objeto
mirar hacia adelante, atisbar lo que podría traer el
provenir ante un número limitado de cursos
posibles de acción o formas de actuar.

Permite planificar y evaluar costos y consecuencias

de cursos alternativos de acción.

Anlalizar y dar solición razonable a los cambios de

los diferentes escenarios demográficos.

Analiza datos como, natalidad, mortalidad en la

población, transición demográfica, crecimiento
pablacional en periodos de tiempo entre otros.
 Perfil Psicográfico
Al segmentar pictográficamente, los compradores se dividen de
acuerdo a su estilo de vida, personalidad y valores
principalmente.
El perfil psicográfico describe las características y
las respuestas de un individuo ante su medio
ambiente (agresividad o pasividad, resistencia o ESTILO DE VIDA. Los bienes que consumen las
apertura al cambio, necesidad de logro, etcétera.) personas definen en gran medida su estilo de
vida. Un ejemplo puede darse ante la elección de
distintos libros de cocina: Cocina en minutos (perfil
práctico), Cocina light (personas preocupadas por
Los distintos estilos de vida marcan actitudes su apariencia física), Cocina para niños (madres
diferentes ante los estímulos cotidianos como el con hijos pequeños), Cocina para gourmets
consumo o la apariencia física. (personas con gustos refinados a las que les
gusta cocinar).

PERSONALIDAD. Rasgos y características que

Personas con el mismo perfil demográfico pueden definen nuestra conducta, por ejemplo:
presentar perfiles psicográficos muy distintos. independientes, impulsivos, extrovertidos o
introvertidos, alegres, entre otros.

VALORES. Los valores son creencias o

convicciones que definen también nuestro perfil
psicográfico como: nacionalista, conservador o
abierto al cambio, familiar, etcétera.

http://segmento.itam.mx/Administrador/Uploader/material/Segmentacion%20Psicografica,%20Conociendo%20al%20Consumidor.PDF
Prospectiva
Psicográfica Va mucho más allá de las segmentación por
edad, sexo y nivel socio económico, tiene en
cuenta las motivaciones de los seres

y conductual
humanos.  

Tiene en cuenta los sueños, la cultura, las

01
emociones.

04
La mayoría de las cosas que hacemos los seres
humanos tienen un alto contenido emocional y
cultural. Es por esto que al crear estrategias de
segmentación debemos primero conocer en
profundidad las motivaciones y los deseos del
03
target.  Una alternativa es segmentar basados en
los AIOS:
Actitudes, intereses, Opiniones y sentimientos.

02
 

05
https://www.marketinginteli.com/documentos-marketing/fundamentos-de-marketing/segmentaci%C3%B3n-y-targeting/segmentaci%C3%B3n-psicogr%C3%A1fica/
2. Pregunta:
Fuentes de obtención de fuentes secundarias de información y su
importancia
Fuentes de información secundaria

• Contienen material ya conocido pero organizado según un esquema

determinado, ayudan a proporcionar información de fondo o una visión
general de un tema, mostrando a su vez como otros investigadores han
abordado, interpretado y analizado el tema.
• Ayudan a
 Desarrollar un enfoque sobre el problema
 Elaborar un diseño de investigación adecuada
 Responder ciertas preguntas de investigación
o Las fuentes de información secundarios pueden ser internas que son
aquellas que están disponibles dentro de la organización donde se lleva la
investigación y también puede ser externa que son aquellos datos que se
obtienen fuera de la organización.
Tipologías más características fuentes de
información secundarías

• Citas bibliográficas : mención a un texto, idea o frase ajena, envía al lector a la fuente
de donde se sacó la información .
• Importancia
 Dar a conocer trabajos previamente publicados que sirven de apoyo para información
 Dar fiabilidad a la información documentada y el origen de las afirmaciones permitiendo
su verificación.
 Permite ampliar determinados apartados de la investigación realizada
 Reconoce méritos de aportaciones anteriores conocedores del tema.
Tipologías más características fuentes externas
comerciales

• Revistas de resúmenes : considerado uno de los instrumentos principales para la recuperación de la

información , incluye referencias bibliográficas completas y los resúmenes de los documentos que se publican
en la especialidad que cada una cultiv
• Guías: ayuda a identificar otras fuentes relevantes de directorios, asociaciones comerciales y publicaciones
comerciales
• Directorios: permiten identificar individuos u organizaciones que reúnen datos específicos
• Índices: podemos localizar información sobre un tema específico en varias publicaciones diferentes usando
un índice, ayuda a incrementar la eficiencia del proceso de búsqueda
• Fuentes geográficas: utilizadas para contestar preguntas de localización.
• Datos estadísticos no gubernamentales: son aquellos datos estadísticos publicados que generan gran
interés en los investigadores, debido a que les permite realizar análisis gráficos y estadísticos para obtener
conocimientos importantes.
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designed. Easy to change colors, photos and Text.
Clean Text Slide
Simple PowerPoint Presentation
for your Get a modern PowerPoint Presentation that is beautifully

Presentation
designed. Easy to change colors, photos and Text.

Simple PowerPoint Presentation

Get a modern PowerPoint Presentation that is beautifully
designed. Easy to change colors, photos and Text.

START
Simple PowerPoint Presentation
Get a modern PowerPoint Presentation that is beautifully
designed. Easy to change colors, photos and Text.
You can simply impress your
audience and add a unique zing
and appeal to your Presentations.
You can simply impress your audience
and add a unique zing and appeal to your
Presentations. I hope and I believe that
this Template will your Time, Money and
Reputation. You can simply impress your
audience and add a unique zing and
appeal to your Presentations. You can
simply impress your audience and add a
unique zing and appeal to your
Presentations. I hope and I believe that

One
this Template will your Time, Money and
Reputation. You can simply impress your
audience and add a unique zing and
appeal to your Presentations. You can

Column
simply impress your audience and add a
unique zing and appeal to your
Presentations. I hope and I believe that
this Template will your Time, Money and

Text
Reputation. You can simply impress your
audience and add a unique zing and
appeal to your Presentations.
Thank You
Insert the Sub Title of Your
Presentation
 Column In-
fographic
You can simply impress your audience and add a
unique zing and appeal to your Presentations.
You can simply impress your audience and add a unique zing
and appeal to your Presentations. I hope and I believe that this
Template will your Time, Money and Reputation. You can simply
impress your audience and add a unique zing and appeal to your
Presentations. You can simply impress your audience and add a
unique zing and appeal to your Presentations. I hope and I
believe that this Template will your Time, Money and Reputation.
You can simply impress your audience and add a unique zing
and appeal to your Presentations. You can simply impress your
audience and add a unique zing and appeal to your
Presentations. I hope and I believe that this Template will your
Time, Money and Reputation. You can simply impress your
audience and add a unique zing and appeal to your
Presentations.
Fully Editable Shapes
Fully Editable Shapes
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 Fully Editable Icon Sets: A

You can Resize without

losing quality
You can Change Fill
Color &
Line Color

FREE
PPT
TEMPLATES
www.allppt.com
 Fully Editable Icon Sets: B

You can Resize without

losing quality
You can Change Fill
Color &
Line Color

FREE
PPT
TEMPLATES
www.allppt.com
 Fully Editable Icon Sets: C

You can Resize without

losing quality
You can Change Fill
Color &
Line Color

FREE
PPT
TEMPLATES
www.allppt.com