Analisi de La Corporacion Belcorp
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Alumna : Lizbeth Peña Berrospi Carrera :Administración de empresas – VI ASESOR : Mg. Durand.
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Fundación BELCORP Belcorp es una corporación c orporación comprometida con la belleza y realización personal de millones de mujeres en América Latina, a las que llega a través de sus tres marcas, L’Bel, Ésika y Cyzone, y de una red de más de 800.000 consultoras. Con más de 40 años de experiencia en el mundo de la
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HISTORIA • 1968: Se inicia el negocio familiar enfocado en la distribución de • • • •
productos cosméticos de marcas internacionales. 1974: El negocio familiar lanza la marca Yambal en el Perú para distribuir productos cosméticos propios a través de la venta directa. 1985: Nace la marca Ebel en Colombia para comercializar productos cosméticos. 1991: Lanza la marca Ebel en Perú especializada en tratamiento facial, maquillaje, tratante y alta perfumería. 1997: Ebel evoluciona a Ebel Internacional, reflejando su enfoque de
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HISTORIA • 1999: La empresa deja de utilizar la maraca Yambal para comercializar sus productos. • 2000: Nace la marca Belcorp como paraguas y respaldo de las marcas de la compañía. Cyber zone. En respuesta a nuestro conocimiento del consumidor, nace Cyberzone, marca dirigida al público juvenil.
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HISTORIA • 2003 – Esika: Nace la marca Ésika para atender las necesidades de un segmento de mujeres que disfrutan de su propuesta de vitalidad y color, inspirada en las últimas tendencias de moda de New York. La marca Ebel International evoluciona su imagen para reflejar su especialización en tratamiento facial francés. Nace la fundación Belcorp en el Perú con el objetivo de impulsar el desarrollo integral de la mujer.
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HISTORIA • 2008: La marca Ebel evoluciona a L’BEL para reflejar una nueva era que reconoce la capacidad femenina para lograr sus metas y transformar el mundo. L’Bel celebra el poder de ser mujer. • 2009: La marca Belcorp evoluciona su imagen para reflejar nuestra visión de futuro y propósito de transcendencia. • 2011 y 2012 :la marca BELCORP
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VISION Ser la fundación empresarial que más contribuye al empoderamiento de las mujeres en América Latina, para que ellas sean autoras de su propia vida y agentes de
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MISION • Despertar y desarrollar en las mujeres capacidades para que imaginen un futuro
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VALORES • LIDERAZGO Es dirigir tu vida para lograr lo que te propones. Es inspirar e impulsar el cambio, movilizando a otros a desarrollarse y crecer, para contribuir al logro de nuestra visión. • PASIÓN
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Auditoria externa
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LOGROS
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ANALISIS PESTE
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ANALISIS PESTE
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ANALISIS PESTE
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MARKETING BTL belcorp hace mucho marketing de experiencia, ya hablar de BTL está de sobra porque tú tienes que experimentar el producto. Es muy diferente ver un catálogo, ver una publicidad que haber experimentado el producto, entonces es por eso que utilizamos mucho este tipo de marketing. En la tienda del Jockey tú puedes ir y te puedes hacer atención completamente gratis, no tiene un costo adicional, puedes sacar tu cita y te enseñan como debes cuidar tu piel. Below the line(BTL), traducido al español significa debajo de la línea, es una técnica de Marketing consistente en el empleo de formas de comunicación no masivas dirigidas a segmentos específicos, desarrollada para el impulso o promoción de bienes o servicios mediante acciones específicas.
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RECURSOS HUMANOS POLÍTICAS DE SELECCIÓN Y CONTRATACIÓN
REQUERIMIENTOS Y PROCESOS DE SELECCIÓN
Las políticas de selección y contratación de personal de la compañía Belcorp están establecidas directamente desde la casa matriz, las hojas de vida de los posibles aspirantes se reciben de manera electrónica dándole prioridad a las solicitudes internas, una vez recibidas las hojas de vida estas son enviadas
Por otra parte Belcorp exige que todos sus empleados tanto a nivel operativo como en el área de producción cuenten con título de bachiller como mínimo requisito para ingreso, sin embargo no requieren experiencia en para las áreas de producción y empaque debido a que la organización ofrece capacitación
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RECURSOS HUMANOS Belcorp apoya la capacitación de sus empleados permitiéndoles horarios Belcorp obtuvo el premio “GREAT flexibles que se adapten a sus PLACE TO WORK” WORK” en el 2012 como horarios académicos, de esta manera una de las 7 mejores empresas para no solo se asegura de mantener un trabajar en el peru, este premio personal calificado en las diferentes evidencia las buenas condiciones áreas sino también a motivar a sus laborales que Belcorp promueve dentro empleados de manera que disminuya la frustración reflejada en los de su organización para el problemas de ausentismo y alta mejoramiento de la calidad de vida de rotación. sus empleados, que no solo se refieren Bonos de productividad
COMPENSACIONES Y BENEFICIOS
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RECURSOS HUMANOS • Línea de carrera Belcorp promueve el ascenso de sus empleados dentro de la organización con el objetivo de evitar la rotación y mantener a los buenos empleados, esta política se maneja de manera corporativa en todas las subsidiarias de la organización. • Becas estudiantiles y universitarias
Estos programas son parte de la política corporativa de la compañía pero se adaptan específicamente para el país en el que se desarrollen desarrollen teniendo teniendo en en cuenta las diferentes características de la región.
Bonos por rendimiento y desempeño Las áreas administrativas de Belcorp reciben como incentivo bonos por rendimiento y desempeño que se entregan después de las •
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SISTEMAS DE INFORMACION Y COMUNICACIONES COMUNICACIONES Desde hace dos años, Belcorp empezó a reemplazar sus equipos de comunicaciones antiguos (tecnologías Token Ring y Ethernet) por dispositivos de mayor velocidad y confiabilidad, con tecnología de Cisco Systems. "Muchos años de experiencia con redes de voz y datos Cisco me convencieron para pensar en Cisco como nuestro proveedor de redes para la nueva oficina principal. Queríamos diseñar una red
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SISTEMAS DE INFORMACION Y COMUNICACION • Innovando las comunicaciones en el mercado de la belleza Uno de los factores críticos para tomar la decisión de implementar el proyecto de Telefonía IP fue la inminente mudanza a una nueva oficina principal, que albergaría a más de 600 empleados y la instalación de un
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TECNOLOGIA ,INVESTIGACION Y DESARROLLO Conocemos al consumidor Nuestros estudios son realizados en contacto directo con las personas, utilizando técnicas de vanguardia y
Innovamos mejor
para
ofrecer
lo
Trabajamos con equipos multifuncionales que ven desde la
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TECNOLOGIA ,INVESTIGACION Y DESARROLLO Nuestras políticas de seguridad y protección del medio ambiente Como marco para la creación de productos nuevos, nuestra Área de
hemos logrado desarrollar tecnologías de fabricación orientadas a disminuir el consumo de energía en la manufactura de ciertas categorías
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ESTRATEGIAS • Belcorp y Dupont unen fuerzas para diseño de envase
El desarrollo de Euphonie trajo interrogantes muy interesantes para Pieriplast, su principal proveedor de
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MATRIZ EFI MATRIZ EFI de la CORPORACION BELCORP MATRIZ BELCORP FACTORES DETETERMINANTES DEL ÉXITO FORTALEZAS al ta capaci dad de producci on sati sfacci on de l os cl i entes
PESO
VALOR 0.1 0.08
PONDERADO 2 3
0.2 0.24
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