Industrias Haceb S (1) .A

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-386\slmult0 \fs24\cf1\f0\charscalex100\b {QUIENES SOMOS \uc1\u8211X www.haceb.c
om }\b0 \par\column\pard\li0\ri0\sl-306\slmult0 \fs24\cf0\f1\charscalex100 {1 }\
par\pard\sect\sectd\sbknone\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex
100 {Industrias Haceb S.A. es una compaa con ms de 70 aos en el mercado. Manuf
actura}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {productos d
e calefaccin y refrigeracin domstica y comercial los cuales comercializa a travs }\p
ar\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de distribuidores au
torizados en Colombia y el exterior. }\par\pard\li53\ri0\sl-466\slmult0 \fs22\cf
0\f0\charscalex100 {De ser un pequeo taller de reparaciones elctricas en 1940, Ind
ustrias Haceb es una compaa }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charsc
alex100 {que cuenta actualmente con ms de 2.800 empleados y tiene presencia en Co
lombia y el exterior, }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex
100 {en donde comercializa sus marcas propias Haceb e Icasa. Adicionalmente
trabaja en alianzas }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex1
00 {estratgicas con reconocidas empresas multinacionales. }\par\pard\li53\ri0\sl453\slmult0 \fs24\cf1\f0\charscalex100\b {HISTORIA }\b0 \par\pard\li53\ri0\sl-45
3\slmult0 \fs24\cf0\f0\charscalex100\b {1940:}\b0 \fs24\cf0\f0\charscalex100 { A
la edad de 21 aos, el seor Jos Mara Acevedo compr por la suma de 90 pesos un }\par\p
ard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {pequeo tal er de repar
aciones elctricas en Medel n. Por ese entonces, la segunda guerra }\par\pard\li
53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {mundial generaba dificultades
en el suministro de derivados del acero y de otros materiales }\par\par
d\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {usados por la industria m
ilitar, lo que anulaba las importaciones de productos nuevos. Esto se }\p
ar\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {convirti en una oport
unidad para ampliar el objetivo del tal er hacia la funcin industrial. Fue as }\pa
r\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {como, en una demostra
cin de iniciativa y esfuerzo individual, naci la empresa produciendo con }\par\par
d\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {calidad los electrodomstico
s que en un principio reparaba. Desde su fundacin y hasta los aos }\par\pard\li53\
ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {60, el servicio tcnico funcionaba
paralelo a las actividades productivas y de venta como un valor }\par\pard\li53\
ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {agregado e implcito a la venta de
los primeros electrodomsticos, pero solamente para atender}\par\pard\li53\ri0\sl333\slmult0 \fs24\cf0\f0\charscalex100 {las necesidades exigidas por las garantas
. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {1942: }\b0 \f
s24\cf0\f0\charscalex100 {Se comenz produccin con la fabricacin de cocinetas. }\par
\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {1951:}\b0 \fs24\cf0\
f0\charscalex100 { Se ampli la lnea de productos con las estufas elctricas. }\par\p
ard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {1956:}\b0 \fs24\cf0\f0
\charscalex100 { Se cre la lnea de calentadores. }\par\pard\li53\ri0\sl-453\slmult
0 \fs24\cf0\f0\charscalex100\b {1966: }\b0 { }\fs24\cf0\f0\charscalex100 {Se ini
ci la produccin de neveras totalmente porcelanizadas. Su xito fue tan grande
}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {que l ev en 1984
, a la construccin de la planta refrigeracin como un sistema especializado
}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {dedicado a la fa
bricacin de este electrodomstico. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\
charscalex100\b {1985:}\b0 \fs24\cf0\f0\charscalex100 { Se empez la produccin d
e la lnea de empotrar elctrica compuesta de cubiertas, }\par\pard\li53\ri0\sl346\slmult0 \fs24\cf0\f0\charscalex100 {hornos y campanas para cocinas integrale
}\fs24\cf0\f0\charscalex100 {s.}\fs24\cf0\f0\charscalex100 { }\par\pard\li53\ri0
\sl-453\slmult0 \fs22\cf0\f0\charscalex100\b {1990: }\b0 { }\fs22\cf0\f0\charsca
lex100 {Se obtuvo el sello de calidad Icontec para refrigeradores domsticos.
Se lanz al }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {merc
ado la lnea de gas formada por cocinetas de gas (1990), cubiertas de empotrar de
gas y }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {mixtas (199
1), estufas (1991) y hornos de empotrar de gas (1995). }\par\pard\sect\sectd\sbk

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gtsxn666\margbsxn173\pard\li10746\ri0\sl-306\slmult0 \fs24\cf0\f1\charscalex100
{2 }\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-386\slmult0
\fs24\cf0\f0\charscalex100\b {1993:}\b0 \fs24\cf0\f0\charscalex100 { Se constit
uyeron las sucursales Cali, Bogot y eje cafetero, para fortalecer la presencia}\p
ar\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de la compaa en estas
zonas del pas. }\par\pard\li53\ri0\sl-466\slmult0 \fs24\cf0\f0\charscalex100\b {1
997:}\b0 \fs24\cf0\f0\charscalex100 { La planta de refrigeracin logr la certificac
in ISO 9001 versin 1994. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscale
x100\b {1998:}\b0 \fs24\cf0\f0\charscalex100 { Industrias Haceb present la lnea
de refrigeracin comercial: congeladores, }\par\pard\li53\ri0\sl-333\slmult0 \fs
22\cf0\f0\charscalex100 {refrigeradores y dispensadores de bebidas. Adems, ampli s
u oferta de gasodomsticos para }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\ch
arscalex100 {atender la masificacin del uso de gas en Colombia y alcanz el sello d
e calidad Icontec para los }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\chars
calex100 {productos que funcionan con este tipo de fluido. }\par\pard\li53\ri0\s
l-453\slmult0 \fs22\cf0\f0\charscalex100\b {1999:}\b0 \fs22\cf0\f0\charscalex100
{ La empresa puso en marcha un nuevo modelo organizacional que le permit
i dar una }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {orient
acin ms comercial al negocio y ampliar su portafolio de productos. }\par\
pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Industrias Haceb S.A.,
obtuvo el premio Portafolio al Mejor Servicio Posventa en el pas, }\par\
pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {reconocindose su lideraz
go en esta actividad comercial. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\
charscalex100\b {2000: }\b0 \fs24\cf0\f0\charscalex100 {La compaa adopt un nuevo mo
delo de estructura organizacional de tipo concntrico, en}\par\pard\li53\ri0\sl-33
3\slmult0 \fs24\cf0\f0\charscalex100 {donde la polivalencia entre las distintas r
eas, el fortalecimiento de la cultura empresarial y la}\par\pard\li53\ri0\sl-333
\slmult0 \fs24\cf0\f0\charscalex100 {consolidacin corporativa, fueron la clave pa
ra el crecimiento organizacional. A principios de este }\par\pard\li53\ri0\sl-34
6\slmult0 \fs24\cf0\f0\charscalex100 {siglo Haceb implement su Call Center, servi
cio centralizado que busca canalizar las necesidades }\par\pard\li53\ri0\sl-333\
slmult0 \fs24\cf0\f0\charscalex100 {de los clientes y usuarios de la compaa
en el mbito nacional con el fin de brindar una }\par\pard\li53\ri0\sl-333\
slmult0 \fs24\cf0\f0\charscalex100 {respuesta gil, rpida y oportuna. }\par\pard\li
53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {2001:}\b0 \fs24\cf0\f0\chars
calex100 { Una recesin econmica de tal a mundial y un aumento de la tasa de desemp
leo, hicieron }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de
este ao un perodo difcil para la industria colombiana. Se present una fuerte disminu
cin }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {en la demanda
de productos en el mbito nacional e internacional. Sin embargo, Industrias Haceb}
\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {continu con una d
inmica de cambios tecnolgicos, estratgicos y gerenciales, que le }\par\pard\li53
\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {permitieron continuar compitie
ndo exitosamente en el mercado de electrodomsticos y }\par\pard\li53\ri0\sl-3
33\slmult0 \fs24\cf0\f0\charscalex100 {gasodomsticos. }\par\pard\li53\ri0\sl-453\
slmult0 \fs24\cf0\f0\charscalex100\b {2002:}\b0 \fs24\cf0\f0\charscalex100 { Se
consolid el traslado de algunas reas ubicadas en Guayabal hacia la moderna Planta
de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Calefaccin Nort
e, ubicada en Copacabana \uc1\u8211X Antioquia, dotada con nuevas maquinarias, e
quipos y}\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {sistemas.
Adems, se continu trabajando en un mejor acondicionamiento de las Plantas de
}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Refrigeracin y de
Partes y Componentes. En cuanto a productos, se incursion en el mercado }\par\pa
rd\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {con la fabricacin y come
rcializacin del dispensador de agua DHA 3.3 LT., la cocineta GM2}\par\pard\l
i53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {estndar y la lnea de neveras So
ft Line. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {2003:}
\b0 \fs24\cf0\f0\charscalex100 { Consciente de la necesidad de fortalecerse fren
te al ALCA (rea de Libre Comercio de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0

\f0\charscalex100 {las Amricas), Industrias Haceb se consolid como una empresa mul
timarca, adquiri tecnologa }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charsca
lex100 {que le permiti optimizar su produccin y ampliacin, y mejor su portafolio
de productos. En }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex10
0 {este ao, para lograr su consolidacin nacional, se adquiri la marca Icasa}\f
s22\cf0\f0\charscalex100 {. }\fs22\cf0\f0\charscalex100 { }\par\pard\li53\ri0\sl
-333\slmult0 \fs24\cf0\f0\charscalex100 {En el marco de inversin en tecnologa,
se puso en funcionamiento el Sistema Integrado de }\par\pard\li53\ri0\sl-333\
slmult0 \fs24\cf0\f0\charscalex100 {Informacin ASW, con el objetivo de unir compl
etamente toda la cadena de suministro. Tambin }\par\pard\li53\ri0\sl-333\slmult0
\fs24\cf0\f0\charscalex100 {se adquiri una herramienta de alta tecnologa para
diseo en 3D que permiti agilizar la }\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0
\f0\charscalex100 {produccin, optimizar recursos y disminuir los tiempos de entre
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d\li10746\ri0\sl-306\slmult0 \fs24\cf0\f1\charscalex100 {3 }\par\pard\li53\ri0\s
l-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-386\slmult0 \fs24\cf0\f0\charscalex
100 {se posicion con el 25% de recordacin de marcas de bienes durables, segn un est
udio de la }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Revist
a Dinero e Invamer Gallup. }\par\pard\li53\ri0\sl-466\slmult0 \fs24\cf0\f0\chars
calex100\b {2004:}\b0 \fs24\cf0\f0\charscalex100 { Industrias Haceb obtuvo la ce
rtificacin ISO 9001 - 2000 unificada para sus procesos de }\par\pard\li53\ri0\sl333\slmult0 \fs24\cf0\f0\charscalex100 {refrigeracin y calefaccin. }\par\pard\li53
\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {2005: }\b0 { }\fs24\cf0\f0\cha
rscalex100 {Se logr la certificacin de Gestin Ambiental ISO 14001, siendo la primer
a empresa en }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {el p
as en obtenerla bajo la versin 2004. Se constituy Haceb de Ecuador con el objetivo
de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {aumentar el po
sicionamiento de la empresa en el exterior. }\par\pard\li53\ri0\sl-453\slmult0 \
fs24\cf0\f0\charscalex100\b {2006: }\b0 { }\fs24\cf0\f0\charscalex100 {La compaa
fortaleci su posicin en los mercados internacionales. Se firmaron los }\par\p
ard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {contratos con importante
s empresas multinacionales del sector, que impulsaron a la Empresa a }\par\pard\
li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {ajustarse a los estndares m
undiales. Adicionalmente, se constituyeron Haceb de Venezuela y}\par\pard\li5
3\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Haceb de Mxico. La reconversin te
cnolgica tuvo una especial importancia durante este ao, }\par\pard\li53\ri0\sl-333
\slmult0 \fs24\cf0\f0\charscalex100 {en el cual se busc adquirir nueva maquina
ria y modernizar algunos procesos de produccin. }\par\pard\li53\ri0\sl-333\s
lmult0 \fs24\cf0\f0\charscalex100 {Para el mercado nacional se pusieron en funci
onamiento dos nuevas salas de exhibicin Haceb, }\par\pard\li53\ri0\sl-333\slmult0
\fs24\cf0\f0\charscalex100 {donde se encuentra todo el portafolio de productos
y se presta una completa asesora al cliente. }\par\pard\li53\ri0\sl-346\slmult0 \
fs24\cf0\f0\charscalex100 {La primera se localiza en el barrio Guayabal de M
edel n; la segunda est ubicada en las }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf
0\f0\charscalex100 {instalaciones de la compaa en Copacabana - Antioquia. Se c
omenz la comercializacin de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\char
scalex100 {productos importados, con la marca y el respaldo Haceb. }\par\pard\li
53\ri0\sl-453\slmult0 \fs24\cf1\f0\charscalex100\b {MISIN 2007 }\b0 \par\pard\li5
3\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Ofrecemos electrodomsticos con
tecnologa actualizada y diseo atractivo para el hogar y }\par\pard\li53\ri0\
sl-333\slmult0 \fs24\cf0\f0\charscalex100 {otros ambientes. Cumplimos con las ex
pectativas del mercado, con el compromiso de brindar el }\par\pard\li53\ri0\sl-3
33\slmult0 \fs24\cf0\f0\charscalex100 {mejor servicio integral, estilo y cali
dad de vida. Llegamos a la regin andina y otros pases }\par\pard\li53\ri0\sl-33
3\slmult0 \fs24\cf0\f0\charscalex100 {americanos de alto potencial. Establece
mos relaciones de mutuo beneficio, sostenibles, }\par\pard\li53\ri0\sl-333\s
lmult0 \fs24\cf0\f0\charscalex100 {fundamentadas en nuestros valores corporativo
s. Logramos con nuestros proveedores y clientes }\par\pard\li53\ri0\sl-333\slmul
t0 \fs24\cf0\f0\charscalex100 {generacin recproca de valor, con los trabajadores o
portunidades de desarrollo y progreso, con }\par\pard\li53\ri0\sl-333\slmult0 \f
s24\cf0\f0\charscalex100 {los accionistas aumento del valor de la compaa y con la
comunidad de influencia, respaldo en sus }\par\pard\li53\ri0\sl-346\slmult0 \fs2
4\cf0\f0\charscalex100 {planes de desarrollo y proteccin del medio ambiente. }\pa
r\pard\li53\ri0\sl-453\slmult0 \fs24\cf1\f0\charscalex100\b {VISIN 2012 }\b0 \par
\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Seremos la mejor opc
in para los hogares en Colombia, con creciente participacin en los }\par\pard
\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {mercados de Venezuela y
Ecuador, con electrodomsticos de tecnologa actualizada y diseo}\par\pard\li53\r
i0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {atractivo, fundamentados en: }\par
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in. }\par\pard\li333\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Flexibilidad
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rscalex100 {Procesos innovadores que agreguen valor. }\par\pard\li333\ri0\sl-45
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par\pard\li333\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Alianzas de mutuo
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ex100 {se compromete con el cumplimiento de las expectativas de sus grupos de in
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ult0 \fs24\cf0\f0\charscalex100 {Competencia y bienestar laboral }\par\pard\li33
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\li333\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Relaciones mutuamente bene
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destinado a la ejecucin de ensayos en}\par\pard\li333\ri0\sl-333\slmult0 \fs
22\cf0\f0\charscalex100 {gasodomsticos, electrodomsticos de coccin y refrigerac
in. Para que usted desarrolle }\par\pard\li333\ri0\sl-333\slmult0 \fs22\cf0\f0\c
harscalex100 {procesos de control de calidad y certificaciones de sus productos.
Actualmente el laboratorio }\par\pard\li333\ri0\sl-333\slmult0 \fs22\cf0\f0\cha

rscalex100 {se encuentra acreditado bajo la Norma Tcnica Colombiana NTC-ISO/IEC
17025: 2005. }\par\pard\li333\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {R
equisitos generales para la competencia de laboratorios de ensayo y calibr
aciones y hace}\par\pard\li333\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {p
arte de los organismos de verificacin y control en los cuales se apoya el
Estado, que van }\par\pard\li333\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100
{desde la solicitud hasta la entrega de resultados. }\par\pard\li333\ri0\sl-453\
slmult0 \fs22\cf0\f0\charscalex100 {El laboratorio de ensayos de Industrias Hace
b S.A., se encuentra acreditado para la ejecucin }\par\pard\li333\ri0\sl-333\slmu
lt0 \fs24\cf0\f0\charscalex100 {de servicios de ensayo en las siguientes variabl
es: }\par\pard\li333\ri0\sl-466\slmult0 \*\tx613\fs20\cf0\f3\charscalex100 {\uc1
\u61692X}\tab \fs24\cf0\f0\charscalex100 {Productos gasodomsticos de coccin. }\par
\pard\li333\ri0\sl-453\slmult0 \*\tx613\fs20\cf0\f3\charscalex100 {\uc1\u61692X}
\tab \fs24\cf0\f0\charscalex100 {Artefactos calentadores de agua a gas tipo acum
ulador. }\par\pard\li333\ri0\sl-453\slmult0 \*\tx613\fs20\cf0\f3\charscalex100 {
\uc1\u61692X}\tab \fs24\cf0\f0\charscalex100 {Seguridad en artefactos de coccin e
lctricos}\fs24\cf0\f0\charscalex100 {. }\fs24\cf0\f0\charscalex100 { }\par\pard\l
i333\ri0\sl-453\slmult0 \*\tx613\fs20\cf0\f3\charscalex100 {\uc1\u61692X}\tab \f
s24\cf0\f0\charscalex100 {Seguridad elctrica en artefactos refrigeradores domstico
s. }\par\pard\li333\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {Laboratorio
de calibraciones }\b0 \par\pard\li333\ri0\sl-453\slmult0 \fs24\cf0\f0\charscale
x100 {Equipamiento de primer nivel, patrones y elemento de referencia con trazab
ilidad directa a la}\par\pard\li333\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex10
0 {Superintendencia de Industria y Comercio (SIC). }\par\pard\li333\ri0\sl-453\s
lmult0 \fs24\cf0\f0\charscalex100 {Incertidumbres mnimas de medicin tales como: }\
par\pard\li333\ri0\sl-453\slmult0 \*\tx613\fs20\cf0\f3\charscalex100 {\uc1\u6169
2X}\tab \fs24\cf0\f0\charscalex100 {Presin: +- 0,003 PSI }\par\pard\li333\ri0\sl453\slmult0 \*\tx613\fs20\cf0\f3\charscalex100 {\uc1\u61692X}\tab \fs24\cf0\f0\c
harscalex100 {Volumen de gas: +-0,22% }\par\pard\li2960\ri0\sl-453\slmult0 \fs24
\cf2\f0\charscalex100\b {---------------------------------- }\b0 \par\pard\li53\
ri0\sl-466\slmult0 \fs24\cf2\f0\charscalex100\b {CALIDAD Y SERVICIO MARCAN LA CU
LTURA EMPRESARIAL DE HACEB \uc1\u8211X El Colombiano, }\b0 \par\pard\li53\ri0\sl
-333\slmult0 \fs24\cf2\f0\charscalex100\b {2007}\b0 \par\pard\li53\ri0\sl-453\sl
mult0 \fs24\cf0\f0\charscalex100 {Un overol, un destornillador y un alicate
y, por supuesto, alguien muy dispuesto a ponerlos a }\par\pard\li53\ri0\sl-33
3\slmult0 \fs24\cf0\f0\charscalex100 {trabajar honradamente y con vocacin de serv
icio, fueron herramientas suficientes para que el }\par\pard\li53\ri0\sl-333\slm
ult0 \fs24\cf0\f0\charscalex100 {ayudante de un tal er de reparaciones se convir
tiera en su propio patrn para darle vida, el 14 de }\par\pard\li53\ri0\sl-333\slm
ult0 \fs24\cf0\f0\charscalex100 {diciembre de 1940, al "Taller Elctrico Medel n",
el cual, en un espacio de 25 metros, sent las}\par\pard\li53\ri0\sl-333\slmult0 \
fs24\cf0\f0\charscalex100 {bases de la que es hoy una de las empresas ms p
rsperas del pas en el rengln de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\c
harscalex100 {electrodomsticos: Industrias Haceb S.A. }\par\pard\sect\sectd\sbkpa
ge\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\margtsxn666\margbsxn173\pard\
li10746\ri0\sl-306\slmult0 \fs24\cf0\f1\charscalex100 {8 }\par\pard\li53\ri0\sl213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-386\slmult0 \fs24\cf0\f0\charscalex10
0 {Desde entonces quedaron marcadas en la memoria institucional de la compaa dos h
erramientas }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de t
rabajo diario que no han reemplazado al destornillador y al alicate: t
rabajo honrado y}\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100
{vocacin de servicio, que se han traducido, simplemente, en productos de calidad
para beneficio }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de
l consumidor. "Cuando hemos hecho investigaciones de marca, la gente no s
abe qu poner}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {primer
o, si la calidad o el servicio. Tienen que ir de la mano... Es similar a lo que
ocurre cuando }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {una
persona compra un carro nuevo, pero no le gusta que el mecnico ande detrs de l". }
\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Esas son, a juicio
de sus directivos, las claves del xito: "no olvidar las races, que nacimos como }
\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {una empresa de rep
araciones con sentido de servicio y que toda la vida ha mantenido vigente una }\
par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {marca que es, sin d
uda, ms importante que toda la organizacin". }\par\pard\li53\ri0\sl-453\slmult0 \f
s24\cf1\f0\charscalex100\b {"UNA PLATA SAGRADA" }\b0 \par\pard\li53\ri0\sl-453\s
lmult0 \fs24\cf0\f0\charscalex100 {Desde 1955, el fundador, Don Jos Mara Aceved
o empez a producir las parrillas que antes }\par\pard\li53\ri0\sl-333\slmult0
\fs24\cf0\f0\charscalex100 {reparaba en el Taller Elctrico Medelln y lo convirti e
n Electricidad Medelln Limitada. A partir}\par\pard\li53\ri0\sl-333\slmult0 \fs24
\cf0\f0\charscalex100 {de 1972, la empresa empez a funcionar con la razn social co
n la que se ha hecho famosa en el}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0
\charscalex100 {pas. }\par\pard\li53\ri0\sl-466\slmult0 \fs24\cf0\f0\charscalex10
0 {Dos normas son el pan de cada da en esta empresa y forman parte de su propia i
diosincrasia: la }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {
primera, la poca dependencia del crdito a travs de la capitalizacin del 100% de las
ganancias}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {anuales
, desde 1940, que le permite contar con suficiente capital de trabajo, reducir l
os costos }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de ope
racin y ser ms eficiente. Y, la segunda, que en 62 aos de operacin nunca le h
a }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {retrasado un pa
go a nadie y menos a sus trabajadores ("el salario de los trabajadores siempre h
a }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {sido una plata
sagrada"). Adems, siempre ha respetado y anticipado el pago a los proveedores: }\
par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {"una factura o un p
ago cualquiera que se venza un domingo o un lunes festivo, la pagamos desde el }
\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {viernes... La gent
e se aterra, pero as es". }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charsca
lex100 {La cultura organizacional interna los ha l evado a considerar que Indust
rias Haceb no es slo una }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscal
ex100 {productora de aparatos domsticos, sino una gran familia. "Es la empres
a de la gente buena,}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex1
00 {donde la calidad y el respeto por el hombre \uc1\u8211Xbuena alimentacin, bue
n trato y buena salud, apoyo }\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\cha
rscalex100 {a la familia y respaldo a las prcticas deportivas- son nuestro aporte
fundamental a la filosofa }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charsc
alex100 {de trabajo. Hemos logrado la mejor calidad en nuestros productos, graci
as a que nuestra gente }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscale
x100 {tiene un alto sentido de pertenencia y compromiso". }\par\pard\li53\ri0\sl
-453\slmult0 \fs24\cf0\f0\charscalex100 {Los 1.700 empleados y operarios en to
dos los niveles (entre ellos las 50 mujeres que l egaron }\par\pard\li53\ri0
\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {hace tres meses, por primera vez en
la empresa, a las plantas de produccin), repasan todos los }\par\pard\li53\ri0\sl
-333\slmult0 \fs24\cf0\f0\charscalex100 {das la leccin: "Trabajar honradamente no
es l egar a las 7:00 de la maana y salir a las 5:00 de }\par\pard\li53\ri0\sl-333
\slmult0 \fs24\cf0\f0\charscalex100 {la tarde, sino desempear muy bien cada ofici
o y pensar que lo que est haciendo le tiene que }\par\pard\li53\ri0\sl-333\slmult
0 \fs24\cf0\f0\charscalex100 {servir a quien lo compra". }\par\pard\li53\ri0\sl
-453\slmult0 \fs24\cf0\f0\charscalex100 {En esta compaa antioquea, que tiene un sin
dicato de base, nunca se ha presentado una huelga }\par\pard\li53\ri0\sl-333\slm
ult0 \fs24\cf0\f0\charscalex100 {o una parlisis de actividades, ni siquiera de un
a hora o de medioda, como consecuencia de un }\par\pard\li53\ri0\sl-333\slmult0 \
fs24\cf0\f0\charscalex100 {desacuerdo entre los trabajadores y sus directivos.
}\par\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\ma
rgtsxn666\margbsxn173\pard\li10746\ri0\sl-306\slmult0 \fs24\cf0\f1\charscalex100
{9 }\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-386\slmult
0 \fs24\cf0\f0\charscalex100 {"Entre todos tenemos el deber de cuidar la empr
esa, porque es nuestro techo y es nuestro }\par\pard\li53\ri0\sl-333\slmult
0 \fs22\cf0\f0\charscalex100 {producto", afirm Harold Jimnez, presidente del sindi
cato. "Hemos compartido los xitos y las }\par\pard\li53\ri0\sl-346\slmult0 \fs22\
cf0\f0\charscalex100 {crisis de la empresa, pero todos trabajamos contentos

y seguimos siempre los principios del }\par\pard\li53\ri0\sl-333\slmult0 \f
s24\cf0\f0\charscalex100 {trabajo honrado y bien hecho para hacerle frente a la
competencia y mantener el empleo". }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0
\f0\charscalex100 {Esta posicin de los trabajadores tampoco es fruto del azar, si
no producto de esa misma cultura }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0
\charscalex100 {que les han inculcado sus fundadores: "Adems de interesarno
s para que las condiciones de }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\
charscalex100 {trabajo de todos los trabajadores sean las mejores, tambin nos int
eresamos por su calidad de }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\chars
calex100 {vida y por su familia, porque de nada nos sirve un trabajador muy capa
z, si descuida su hogar y }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charsc
alex100 {no retribuye a su familia y a la sociedad el beneficio que le propicia
la empresa". }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {Un
aspecto que tambin ratifica su responsabilidad social y su compromiso con la cali
dad (tiene }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {sellos
de calidad Icontec en varias lneas de productos y la norma ISO 9000) es la decis
in, a }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {pesar de la
competencia, de preferir no vender sus parrillas, estufas o calentadores de gas,
si}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {ellos no renen
las condiciones de seguridad que el cliente merece y reclama. }\par\pard\li53\ri
0\sl-453\slmult0 \fs24\cf1\f0\charscalex100\b {DESPEG LA MODERNIZACIN }\b0 \par\pa
rd\li53\ri0\sl-466\slmult0 \fs22\cf0\f0\charscalex100 {La empresa tuvo que co
mprometerse con nuevos desarrol os por su responsabilidad de marca }\par\par
d\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {lder y por las condicione
s implacables que le impone el mercado, donde hoy tiene una }\par\pard\li53\
ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {participacin del 35% en la lnea de
refrigeracin, con neveras domsticas y comerciales, y del }\par\pard\li53\ri0\sl-33
3\slmult0 \fs22\cf0\f0\charscalex100 {45% en la lnea de calefaccin, compuesta por
estufas y calentadores de agua, elctricas y de }\par\pard\li53\ri0\sl-333\slmult0
\fs24\cf0\f0\charscalex100 {gas. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f
0\charscalex100 {As, Industrias Haceb empez a pensar en ampliaciones y nuevos proy
ectos para responder a la}\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charsca
lex100 {demanda interna y, sobre todo, a las exportaciones, para atender los
mercados de la regin }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex
100 {Andina y de Centroamrica y el Caribe. }\par\pard\li53\ri0\sl-453\slmult0 \fs
22\cf0\f0\charscalex100 {Luego de laborar desde 1955 en el sector de Guayabal, e
n la planta de la autopista Sur (en un }\par\pard\li53\ri0\sl-333\slmult0 \fs22\
cf0\f0\charscalex100 {rea de 66.000 metros cuadrados que ha tenido muchos pretend
ientes), la compaa construy }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charsca
lex100 {un moderno complejo industrial en Copacabana, donde ya funcionaba
la fbrica de neveras, }\par\pard\li53\ri0\sl-346\slmult0 \fs22\cf0\f0\charscalex
100 {orgullo de la organizacin, y a donde inici el traslado paulatino de la fabric
acin de las lneas de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100
{coccin de alimentos (estufas y parillas) y calentamiento de agua. }\par\pard\li
53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Pero la modernizacin no termina
ah, porque a la construccin de su amplia y moderna planta se}\par\pard\li53\ri0\s
l-333\slmult0 \fs22\cf0\f0\charscalex100 {sum la incorporacin de tecnologa espaola,
americana, alemana y francesa en los procesos de }\par\pard\li53\ri0\sl-333\slmu
lt0 \fs22\cf0\f0\charscalex100 {prensado de lminas, cabinas de aplicacin de
pintura, tneles de lavado y otros procesos }\par\pard\li53\ri0\sl-333\slmul
t0 \fs24\cf0\f0\charscalex100 {industriales. "No podemos esperar para reparar el
avin en pleno vuelo". }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex
100 {Su visin corporativa le demand ese crecimiento: "Industrias Haceb debe ser un
a organizacin }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {cons
olidada corporativamente con expansin de fronteras hacia mercados internacion
ales,}\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {ampliacin y
mejoramiento de su portafolio de productos y preparada para generar nuevos
}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {negocios que defi
endan el trabajo colombiano". }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\ch
arscalex100 {"En eso estamos y para all vamos. Tenemos que producir en Antioquia
para vender en el mundo, }\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charsca
lex100 {con la misma honradez, pero compitiendo", afirm un vocero de la empresa.
}\par\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\ma
rgtsxn666\margbsxn173\pard\li10626\ri0\sl-306\slmult0 \fs24\cf0\f1\charscalex100
{10}\fs24\cf0\f1\charscalex100 { }\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\p
ar\pard\li53\ri0\sl-386\slmult0 \fs24\cf0\f0\charscalex100 {Adems, como afirman s
us directivos, "no nos podemos decir mentiras: este es el momento en }\par\pard
\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {que tenemos que competir co
n los fabricantes locales y con el producto que l ega de otras partes }\par\pard
\li53\ri0\sl-346\slmult0 \fs22\cf0\f0\charscalex100 {del mundo. Entonces, nos te
namos que modernizar para crecer y no tenamos otra alternativa }\par\pard\li53\ri0
\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {que ponernos a ese nivel". }\par\par
d\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Ad}\fs24\cf0\f0\charscalex
100 {icionalmente, los fabricantes de electrodomsticos y gasodomsticos tienen muy
claro que el}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {conce
pto de cocina no slo ha cambiado radicalmente, sino que todos los das se actualiza
ms: }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de la cocina
antigua que se ubicaba en el solar de la casa, donde casi nadie entraba, se pas e
n }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {otra poca a una
cocina ms central, pero todava cerrada para los extraos. Ahora, la cocina no }\par\
pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {slo es parte de la decor
acin de la casa, casi aledaa a "la sala de las visitas", sino que se ha}\par\pard\
li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {convertido tambin en un sitio
de reuniones. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf1\f0\charscalex100\b {
CAPACIDAD DE PRODUCCIN }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charsc
alex100 {La fbrica de neveras en Copacabana tiene una capacidad para producir uno
s 300.000 aparatos }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100
{por ao, pero slo alcanza a 140.000, por debajo del 50% de utilizacin, po
rque la demanda }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {
contina resentida. }\par\pard\li53\ri0\sl-466\slmult0 \fs24\cf0\f0\charscalex100
{En la nueva planta de calefaccin, con una capacidad para producir 3 millones de
aparatos por ao }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {(e
ntre estufas, cocinetas, cubiertas, campanas, hornos, parillas y calentadores
de diferentes }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {
referencias), slo fabrica unos 600.000 anuales, es decir, menos del 25% de la cap
acidad, pero }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {con
miras a lograr el 40% 50% en el corto plazo, con el aumento de las exportaciones
. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {La produccin de
Haceb creci el 37% en el 2000 y el 28% en el 2001 (slo el 9% en el mercado }\par\p
ard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {interno), an en medio d
e la recesin de la economa, porque ha mantenido vigente una meta }\par\pard\li
53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {exportadora. "La tabla de s
alvacin para la industria es exportar a toda costa", explican sus }\par\pard\
li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {directivos. }\par\pard\li53\
ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Sus ventas externas pasaron de $3
20 millones, en 1997, a $2.843 millones, en el 98. En 1999 }\par\pard\li53\ri0\s
l-333\slmult0 \fs24\cf0\f0\charscalex100 {alcanzaron a $3.137 millones, se incre
mentaron en el 2000 a $12.368 millones y el ao pasado }\par\pard\li53\ri0\sl-333\
slmult0 \fs24\cf0\f0\charscalex100 {l egaron a $31.454 millones, el 26% de su
produccin, especialmente a los mercados de }\par\pard\li53\ri0\sl-346\slmult0 \
fs24\cf0\f0\charscalex100 {Venezuela (de donde los principales productores d
e neveras salieron "despavoridos" por}\par\pard\li53\ri0\sl-333\slmult0 \fs24
\cf0\f0\charscalex100 {diferentes razones), Ecuador y Centroamrica. En la mira ti
ene al mercado mexicano, lo que le }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\
f0\charscalex100 {permitira aumentar las ventas externas al nivel del 30% de su p
roduccin. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf1\f0\charscalex100\b {LLEGAR
ON LAS LAVADORAS }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex1
00 {A la lnea tradicional de neveras, estufas y calentadores, se sum reciente
mente la gama de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100
{neveras "Elegance No Frost", de 10, 12 y 15 pies y las lavadoras Haceb, f

ruto de una alianza }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex
100 {estratgica, la primera en su historia, con la marca Whirlpool. }\par\pard\li
53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Cmo es el cuento? Haceb produce
neveras con la marca Whirlpool, para ser distribuidas por}\par\pard\li53\ri0\sl333\slmult0 \fs24\cf0\f0\charscalex100 {esta firma en otros mercados, mientras
que esta compaa le produce lavadoras a la empresa }\par\pard\li53\ri0\sl-333\slmu
lt0 \fs24\cf0\f0\charscalex100 {antioquea, respaldadas en calidad y servicio con
la marca Haceb. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {E
l primer pedido de lavadoras l eg hace 15 das y ya est en el mercado (sera
n 6.000 en el }\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {pr
imer ao), mientras que Haceb ya despach las primeras neveras (podran ser 5.00
0 en el }\par\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrs
xn133\margtsxn666\margbsxn173\pard\li10626\ri0\sl-306\slmult0 \fs24\cf0\f1\chars
calex100 {11}\fs24\cf0\f1\charscalex100 { }\par\pard\li53\ri0\sl-213\slmult0 \fs
18\cf0\par\pard\li53\ri0\sl-386\slmult0 \fs24\cf0\f0\charscalex100 {primer ao d
e la alianza). "Lo importante es que generamos ms trabajo para la gente y
}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {utilizamos mejor
la capacidad instalada. Por cada lavadora que llega, vendemos una nevera". }\par
\pard\li53\ri0\sl-466\slmult0 \fs22\cf0\f0\charscalex100 {"Hasta ahora es solame
nte una alianza comercial... pero uno nunca sabe. Estamos muy contentos }\par\pa
rd\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {porque nos identificamos
en la filosofa de servicio al cliente. Lo importante es que se trata de }\par\par
d\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {una lnea que complementa nu
estro portafolio de productos y que responde a las necesidades de }\par\pard\li5
3\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {los clientes y distribuidores,
que haban reclamado el producto", afirm un directivo. }\par\pard\li53\ri0\sl-453\s
lmult0 \fs22\cf0\f0\charscalex100 {As, con todas las fortalezas que tiene, los de
sarrol os tecnolgicos que ha logrado, la ampliacin }\par\pard\li53\ri0\sl-333\slmu
lt0 \fs22\cf0\f0\charscalex100 {que espera de la demanda, la renovacin de su p
ortafolio de productos, el apoyo de sus }\par\pard\li53\ri0\sl-333\slmult0 \f
s22\cf0\f0\charscalex100 {trabajadores y sus clientes y, sobre todo, con el posi
cionamiento de marca y la participacin de }\par\pard\li53\ri0\sl-333\slmult0 \fs2
2\cf0\f0\charscalex100 {mercado, Industrias Haceb reconoce que no han sido en va
no los 62 aos de "trabajo honrado y }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\
f0\charscalex100 {con vocacin de servicio". Esos son los elementos que la l enan
de vitalidad para enfrentar los }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\
charscalex100 {retos de un nuevo amanecer: la competencia globalizada que apenas
empieza. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf1\f0\charscalex100\b {SERVI
CIO Y UTILIDAD - MANTENIMIENTO CON COBERTURA NACIONAL}\b0 \par\pard\li53\ri0\sl453\slmult0 \fs22\cf0\f0\charscalex100 {Para hacer realidad la cultura del servi
cio al cliente, Industrias Haceb cuenta con un moderno }\par\pard\li53\ri0\sl-34
6\slmult0 \fs24\cf0\f0\charscalex100 {call center en Medel n, administrado por
Teledatos, que le permite recibir y canalizar las}\par\pard\li53\ri0\sl-333
\slmult0 \fs24\cf0\f0\charscalex100 {solicitudes de reparacin y mantenimiento de
electrodomsticos de todo el pas. }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\
charscalex100 {Adems, cuenta con cuatro centros de servicio directo en Mede
l n (concentra el 50% de las }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\ch
arscalex100 {operaciones), Bogot (el 18%), Cali (17%) y Pereira, que son atendido
s por 70 tcnicos, cada uno }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charsc
alex100 {con un vehculo dotado con las herramientas y los repuestos necesarios.
}\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Slo en Medel n y el
rea Metropolitana se atienden unos 5.300 servicios por mes y se reciben}\par\par
d\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {300 l amadas por da (en el
255.21.00). A nivel nacional, el promedio es de 9.000 servicios }\par\pard\
li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {mensuales y de 10.000 l am
adas al da (en la lnea 9800-511000). El 90% de los servicios }\par\pard\li53\r
i0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {solicitados es atendido directa
mente y el resto por 60 tal eres autorizados en las ciudades }\par\pard\li53
\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {donde no opera un centro de serv
icio Haceb pero, en todo caso, siempre dentro de las 24 horas }\par\pard\li53\ri
0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de solicitado el servicio o antes,
si se trata de una urgencia. }\par\pard\li53\ri0\sl-466\slmult0 \fs22\cf0\f0\ch
arscalex100 {Las tarifas son diferenciales de acuerdo con la complejidad
de la reparacin y el tiempo del }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\
f0\charscalex100 {servicio. Si el cliente acepta la cotizacin del tcnico, se re
aliza el trabajo y se cobran los }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\
f0\charscalex100 {repuestos. De lo contrario, si el cliente no acepta el pre
supuesto, debe pagar $12.000 por la}\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf
0\f0\charscalex100 {visita y $6.000 adicionales si se trata de un municipio del r
ea Metropolitana entre Barbosa y }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0
\charscalex100 {Caldas y San Cristbal y Santa Elena, "pero slo si el product
o ya no est amparado por la }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\
charscalex100 {garanta (de un ao) y cuando, efectivamente, se le haya ofreci
do una solucin al cliente", es }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0
\charscalex100 {decir, que el aparato s pueda ser reparado. }\par\pard\li3400\ri0
\sl-453\slmult0 \fs24\cf2\f0\charscalex100\b {---------------------------- }\b0
\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf2\f0\charscalex100\b {LA RECONVERSIN DE
HACEB}\b0 \fs24\cf2\f0\charscalex100 { \uc1\u8211X }\fs24\cf2\f0\charscalex100\
b {Revista Dinero, abril de 2006}\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs24\cf2
\f0\charscalex100\b {Esta industria colombiana, fabricante de neveras, estu
fas y otros productos que }\b0 \par\pard\li53\ri0\sl-333\slmult0 \fs24\cf2\f0
\charscalex100\b {constituyen la categora de lnea blanca, logr capitalizar el boom
de los electrodomsticos }\b0 \par\pard\li53\ri0\sl-346\slmult0 \fs24\cf2\f0\chars
calex100\b {en medio de una dura batal a. }\b0 \par\pard\sect\sectd\sbkpage{\shp
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b invirti recientemente }\b0 \fs20\cf0\f0\charscalex100\b {US}\b0 \fs20\cf0\f0\
charscalex100\b {$25 millones en la construccin y }\b0 \par\pard\li3453\ri0\s
l-280\slmult0 \fs18\cf0\f0\charscalex100\b {modernizacin de sus plantas de c
alefaccin y refrigeracin, de donde }\b0 \par\pard\li3453\ri0\sl-280\slmult0 \fs
18\cf0\f0\charscalex100\b {salen productos para Colombia, Ecuador, Venezuela
y Mxico con marca }\b0 \par\pard\li3453\ri0\sl-280\slmult0 \fs20\cf0\f0\chars
calex100\b {propia y la de otros fabricantes. }\b0 \par\pard\li53\ri0\sl-440\slm
ult0 \fs24\cf0\f0\charscalex100 {En un pequeo tal er de reparaciones elctricas, y
con una inversin inicial de $90, Jos Mara }\par\pard\li53\ri0\sl-333\slmult0 \fs24\
cf0\f0\charscalex100 {Acevedo comenz a darle forma en Medelln, en 1940, a la em
presa que posteriormente se }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\cha
rscalex100 {convirti en lder en la manufactura de electrodomsticos del pas. Se
trata de Industrias }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex
100 {Haceb, la misma que el ao pasado factur $184.272 millones en ventas y cuya nmi
na asciende }\par\pard\li53\ri0\sl-346\slmult0 \fs22\cf0\f0\charscalex100 {hoy a
2.200 empleados. Tiene presencia en varios pases de la regin, es propietaria de l
a marca }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Icasa y a
dicionalmente vende sus productos a compaas internacionales como Sears, Whirlpool
y }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Daewoo. El din
amismo de esta empresa, 100% colombiana, que se ha caracterizado por su }\p
ar\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {innovacin tecnolgica,
le ha permitido capitalizar el repunte que durante los ltimos aos ha }\par\p
ard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {venido registrando el se
ctor de los electrodomsticos en el pas, que en promedio ha sido del }\par\pard\li5
3\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {18%. Se trata de un mercado
altamente competido, en el que participan de manera agresiva }\par\pard\li53\
ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {multinacionales como LG, Mabe, Sa
msung y Whirlpool. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100
{Para enfrentar esta dura competencia, Haceb se vena preparando con mucha anteri
oridad. En }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {2000,
por ejemplo, puso en marcha un nuevo modelo de fortalecimiento de su cultura emp
resarial }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {y de con
solidacin corporativa, que seran la base para su crecimiento organizacional poster
ior. }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Al mismo tie
mpo, y pese a que las condiciones del mercado no eran las ms propicias, continu }\
par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {con una dinmica de
cambio tecnolgico, estratgico y gerencial que a la postre le permiti }\par\pard\l
i53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {competir con xito en el mercad
o de los electrodomsticos y gasodomsticos no solo en el pas}\par\pard\li53\ri0\sl-3
33\slmult0 \fs24\cf0\f0\charscalex100 {sino tambin en la Regin Andina, Mxico, Centr
oamrica y el Caribe. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex10
0 {Siguiendo con esta misma tendencia, dos aos ms tarde inaugur una moderna
planta de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {calef
accin, dotada con nuevas maquinarias, equipos y el ingreso definitivo a la t
ecnologa }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {informtica
para la administracin de su cadena de abastecimiento, al tiempo que mantuvo
el}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {mejoramiento
continuo de las plantas de refrigeracin y calefaccin cuya capacidad anual
de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {producci n en
trminos de unidades es de 4\uc1\u8216X300.000, en la cual se incluyen 2\uc1\u8216
X500.000 cocinetas}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100
{de sobremesa. Sin embargo, a la fecha solo ocupa el 55% de su capacidad instala
da. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Segn explica D
aro Valencia Echeverri, gerente de la compaa, en 2003, consciente de la }\par\
pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {necesidad de fortalece
rse frente a los tratados internacionales de libre comercio, Haceb }\par\

pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\margtsxn
666\margbsxn173\pard\li10626\ri0\sl-306\slmult0 \fs24\cf0\f1\charscalex100 {13}\
fs24\cf0\f1\charscalex100 { }\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\par
d\li53\ri0\sl-386\slmult0 \fs24\cf0\f0\charscalex100 {reforz diversos aspectos
como la consolidacin en una empresa multimarca, la adquisicin de }\par\pard\li
53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {tecnologa que le permita optim
izar su produccin y ampliar y mejorar su portafolio de }\par\pard\li53\ri0\
sl-346\slmult0 \fs24\cf0\f0\charscalex100 {productos. Y como parte de este proce
so, ese mismo ao adquiere la marca Icasa. Esta jugada}\par\pard\li53\ri0\sl-333\s
lmult0 \fs22\cf0\f0\charscalex100 {estratgica por parte de la compaa, ayud a Haceb e
n su propsito de conquistar nuevos nichos }\par\pard\li53\ri0\sl-333\slmult0 \fs2
4\cf0\f0\charscalex100 {de mercado y quedarse con el reconocimiento que dur
ante muchos aos ha tenido esta }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f
0\charscalex100 {tradicional marca de electrodomsticos. Con respecto a los result
ados de la incorporacin de la}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\char
scalex100 {marca Icasa, Valencia sostiene que se trat de una buena adquisicin
pues es una marca muy }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscal
ex100 {fuerte y bien posicionada en el pas, especialmente en los departamentos
de Cundinamarca, }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex10
0 {Boyac, Tolima y Meta. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscal
ex100 {El ao pasado, la empresa desarrol 23 proyectos para nuevos productos,
mejoramiento o }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {c
ambios de diseo de los existentes. Entre estas novedades se destacan la cubierta
de cristal }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de cu
atro puestos para cubiertas de gas con encendido electrnico automtico, los
hornos de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {lujo
en acero inoxidable con gratinador incorporado, neveras con luz en el congelado
r y sistema }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Twis
Ice Maker en las neveras de 410 litros. Continuando con su plan de expansin, Hace
b tiene }\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {sus ojos
puestos en el mercado ecuatoriano, donde recientemente inaugur una filial
en }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Guayaquil. La
inversin all asciende a US$3 millones. Segn lo ha revelado la propia compaa, la}\par\
pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {meta es incrementar las
exportaciones hacia el vecino pas de US$2,5 millones a US$5 millones }\par\pard\
li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {en tres aos. Entretanto, para
los mercados de Venezuela y Mxico, Haceb est en los trmites }\par\pard\li53\ri0\sl
-333\slmult0 \fs24\cf0\f0\charscalex100 {para la apertura de filiales en esos pas
es para comercializar sus productos. Las exportaciones a }\par\pard\li53\ri0\sl333\slmult0 \fs24\cf0\f0\charscalex100 {esos destinos sern del orden de US$11 mil
lones. Se estima que la produccin de marcas ajenas }\par\pard\li53\ri0\sl-333\slm
ult0 \fs22\cf0\f0\charscalex100 {podra representar para esta compaa el 52% de sus e
xportaciones, las que a su vez equivalen al }\par\pard\li53\ri0\sl-333\slmult0 \
fs24\cf0\f0\charscalex100 {26% de su produccin total. }\par\pard\li53\ri0\sl-453\
slmult0 \fs24\cf0\f0\charscalex100 {Las fortalezas y posicionamiento de Haceb
en el mercado han motivado el acercamiento de }\par\pard\li53\ri0\sl-333\slmu
lt0 \fs24\cf0\f0\charscalex100 {potenciales socios estratgicos y aunque los accio
nistas no han previsto una posible venta parcial }\par\pard\li53\ri0\sl-333\slmu
lt0 \fs24\cf0\f0\charscalex100 {o total de la compaa, no se descarta que en un fut
uro se presenten hechos de esta naturaleza,}\par\pard\li53\ri0\sl-346\slmult0 \f
s24\cf0\f0\charscalex100 {teniendo en cuenta la dinmica actual de los negocios en
un mundo globalizado. }\par\pard\li3040\ri0\sl-453\slmult0 \fs24\cf2\f0\charsca
lex100\b {--------------------------------- }\b0 \par\pard\li53\ri0\sl-453\slmul
t0 \fs24\cf2\f0\charscalex100\b {ELECTRODOMSTICOS. CRECE LA COMPETENCIA \uc1\u821
1X Revista Dinero, septiembre 2007 }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs24\
cf0\f0\charscalex100 {Siguen llegando nuevos competidores al segmento de lo
s electrodomsticos en Colombia, que }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf
0\f0\charscalex100 {mantiene importantes tasas de crecimiento. En junio, por
ejemplo, fue del 16%. Acaba de }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f
0\charscalex100 {desembarcar la multinacional china HAIER, considerada la cu

arta fabricante de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex10
0 {electrodomsticos del mundo, con ms de 30 plantas en los cinco continent
es y con una}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {pro
duccin de ms de 100 millones de unidades anuales. Con una inversin inicial
de US$8}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {millones
, entrar a canales como Alkosto, K-tronix y la red de Codensa Hogar, entre otros.
Esta }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {firma es pa
trocinadora de la NBA, en Estados Unidos, y de las prximas olimpiadas de Beijing.
}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Primero fue JVC,
que l eg con representacin directa y en alianza con almacenes especializados }\par
\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {y tiendas de cadena. M
ediante una estrategia similar l egaron despus COBY y la multinacional }\par\pard
\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {alemana BOSCH, la cual anun
ci que vena tras el 3% del mercado local de la denominada lnea }\par\pard\sect\sect
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3\pard\li10626\ri0\sl-306\slmult0 \fs24\cf0\f1\charscalex100 {14}\fs24\cf0\f1\ch
arscalex100 { }\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl386\slmult0 \fs24\cf0\f0\charscalex100 {blanca \uc1\u8212Xneveras, lavadoras, re
frigeradores y ayudantes de cocina\uc1\u8212X. LG, MABE, SAMSUNG,}\par\pard\l
i53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {WHIRLPOOL, HACEB Y DAEWOO, en
tre otras marcas, estn a la expectativa. }\par\pard\li3560\ri0\sl-466\slmult0 \fs
24\cf2\f0\charscalex100 {-------------------------------------- }\par\pard\li53\
ri0\sl-453\slmult0 \fs24\cf2\f0\charscalex100\b {CRECE COMPRA DE ELECTRODOMSTICOS
\uc1\u8211X La Repblica, julio 2010 }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs24
\cf0\f0\charscalex100 {La energa elctrica, las vajillas, los utensilios de comedor
, otros artculos domsticos y ceras }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0
\charscalex100 {fueron algunos de los bienes del segmento de vivienda que regist
raron una mayor variacin en la}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\cha
rscalex100 {demanda durante el primer semestre de 2010. }\par\pard\li53\ri0\sl-4
53\slmult0 \fs24\cf0\f0\charscalex100 {En el listado tambin aparecen los colchone
s y almohadas, papeles de cocina, toallas y manteles,}\par\pard\li53\ri0\sl-333\
slmult0 \fs24\cf0\f0\charscalex100 {as como servicios pblicos e insecticidas. }\pa
r\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {De otro lado, los bie
nes y servicios que reportaron un mayor incremento en sus precios fueron }\par\p
ard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {los combustibles, la e
nerga elctrica, los papeles de cocina, el servicio domstico, los }\par\pard\li
53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {arrendamientos y otros utensil
ios de cocina, que registraron una variacin entre 2% y 7%. }\par\pard\li53\ri0\sl
-453\slmult0 \fs22\cf0\f0\charscalex100 {Por el contrario, electrodomsticos como
las lavadoras, neveras y estufas, as como las sartenes, }\par\pard\li53\ri0\sl-33
3\slmult0 \fs24\cf0\f0\charscalex100 {refractarias y ol as presentaron una varia
cin negativa de sus precios, con lo que su demanda se}\par\pard\li53\ri0\sl-346\s
lmult0 \fs24\cf0\f0\charscalex100 {increment. }\par\pard\li53\ri0\sl-453\slmult0
\fs22\cf0\f0\charscalex100 {El gerente general de Mabe, Jorge Bages, coincide
con las cifras del estudio de Raddar y }\par\pard\li53\ri0\sl-333\slmult0
\fs22\cf0\f0\charscalex100 {manifiesta que en el primer semestre del ao se ob
serv un comportamiento positivo en la }\par\pard\li53\ri0\sl-333\slmult0 \fs2
4\cf0\f0\charscalex100 {comercializacin de electrodomsticos. }\par\pard\li53\ri0\s
l-453\slmult0 \fs22\cf0\f0\charscalex100 {"Esperamos que esta tendencia se mante
nga en los ltimos seis meses del ao. Sin embargo, hay }\par\pard\li53\ri0\sl-333\s
lmult0 \fs22\cf0\f0\charscalex100 {que esperar qu pasa con el cambio de gobier
no y cmo transcurre la relacin econmica con }\par\pard\li53\ri0\sl-333\slmult0
\fs24\cf0\f0\charscalex100 {Venezuela", afirma el directivo. }\par\pard\li53\ri0
\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Segn la encuesta de opinin del consumi
dor, realizada por Fedesarrollo, 32,6% de las personas }\par\pard\li53\ri0\sl-33
3\slmult0 \fs24\cf0\f0\charscalex100 {de nivel socioeconmico alto consideran
que este es un buen momento para la compra de }\par\pard\li53\ri0\sl-333\slmu
lt0 \fs24\cf0\f0\charscalex100 {electrodomsticos y otros artculos grandes, como mu
ebles. Adems, 30,9% de los ciudadanos de }\par\pard\li53\ri0\sl-333\slmult0 \fs24
\cf0\f0\charscalex100 {estratos bajos coinciden con esta posicin. }\par\pard\li53

\ri0\sl-466\slmult0 \fs24\cf0\f0\charscalex100 {En cuanto a los bienes y servici
os relacionados con vivienda que ms jalonarn las compras en el }\par\pard\li53\ri0
\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {segundo semestre del ao, el estudio c
lasifica a los muebles de comedor, con ventas aproximadas }\par\pard\li53\ri0\sl
-333\slmult0 \fs24\cf0\f0\charscalex100 {por 63.805 millones de pesos, lavadoras
, con comercializaciones proyectadas por 80.091 millone}\fs24\cf0\f0\charscalex1
00 {s}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de pesos; mo
biliario de sala, equipos de sonido, colchones y almohadas, entre otros. }\par\p
ard\li3186\ri0\sl-453\slmult0 \fs24\cf2\f0\charscalex100\b {------------------------------ }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs24\cf2\f0\charscalex100\b
{CON TLC, COREA ESPERA AUMENTAR VENTAS DE PLSTICOS, CARROS Y }\b0 \par\pard\
li53\ri0\sl-333\slmult0 \fs24\cf2\f0\charscalex100\b {ELECTRODOMSTICOS \uc1\u8211
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s22\cf0\f0\charscalex100 {Los equipos negociadores de ambos pases se compro
metieron a realizar un intercambio de }\par\pard\li53\ri0\sl-333\slmult0 \fs2
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s e industriales, entre otros. }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\c
harscalex100 {El Ministro Plata explic que este primer acercamiento comercial med
iante una negociacin de un }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charsc
alex100 {tratado de libre comercio con un pas asitico constituye una gran oportuni
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00\b {EL CENTRO DE DISEO HACEB LLEG A DIVERCITY \uc1\u8211X{\field{\*\fldinst{HYPE
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\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf2\f0\charscalex100\b {Los nios sern los
diseadores de sus propios electrodomsticos y harn ms fcil la vida }\b0 \par\pard\li53
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e la Liga de la Tecnologa Haceb. }\b0 \par\pard\sect\sectd\sbkpage{\shp
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e evoluciona, ha decidido participar de este }\par\pard\li53\ri0\sl-333\slmul
t0 \fs22\cf0\f0\charscalex100 {proyecto con un doble propsito. Por un lado,
comenzar a cultivar la marca entre un pblico }\par\pard\li53\ri0\sl-333\slmult
0 \fs24\cf0\f0\charscalex100 {infantil, que en el futuro sern consumidores de
nuestros productos y que se convierten en }\par\pard\li53\ri0\sl-333\slmult0
\fs24\cf0\f0\charscalex100 {influenciadores de la decisin de compra de sus padres
y por otro lado, mostrarle a los paps de }\par\pard\li53\ri0\sl-346\slmult0 \fs2
4\cf0\f0\charscalex100 {estos nios que oscilan entre 25 y 45 aos, un nicho de
mercado muy importante por su }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f
0\charscalex100 {capacidad de compra y por ser usuarios asiduos de las cat
egoras de electrodomsticos, que }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\
charscalex100 {Haceb es una marca atractiva y con sus valores de respaldo, tradi
cin y calidad, ha trascendido y}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\ch
arscalex100 {se muestra como una marca cercana, con diseo atractivo y tecnolgicame
nte a la par de marcas }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscale
x100 {multinacionales\uc1\u8214X, afirma Jorge Alonso Olaya Gmez, director de Mer
cadeo de Industrias Haceb. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\chars
calex100 {En el mundo Haceb, los nios entre los 3 y los 13 aos, se encuentran con
una experiencia l ena}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex1
00 {de magia, innovacin, creatividad y mucha tecnologa, a travs de un recorrido de
20 minutos por}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {dos
pisos, donde tienen la oportunidad de convertirse en diseadores de producto y co
nstruir un }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {electr
odomstico robot de avanzada, con todos los elementos aprendidos durante la visita
. }\par\pard\sect\sectd\sbkpage{\shp
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fs24\cf0\f0\charscalex100 {\uc1\u8213XCon esta atracci n se aprovecha todo e
l potencial de la ldica para que los ni os y las}\par\pard\li53\ri0\sl-333\s
lmult0 \fs24\cf0\f0\charscalex100 {nias aprendan la esencia de lo que hace Haceb
en una ciudad, cmo facilitar el da a da de las }\par\pard\li53\ri0\sl-346\slmult0 \
fs24\cf0\f0\charscalex100 {familias, ahorrar tiempo y mejorar la calidad de vida
. Se muestra de una manera divertida y a la }\par\pard\li53\ri0\sl-333\slmult0 \
fs24\cf0\f0\charscalex100 {vez con tecnologa de punta que relacionan directa
mente con Haceb y sus electrodomsticos. }\par\pard\li53\ri0\sl-333\slmult0 \fs2
4\cf0\f0\charscalex100 {Esto crea un lazo afectivo en los nios y nias, que produce
una fuerte recordacin de marca e }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0
\charscalex100 {identidad, lo que a su vez genera fidelidad gracias a que Haceb
les ense algo novedoso\uc1\u8214X, afirma }\par\pard\li53\ri0\sl-333\slmult0 \f
s24\cf0\f0\charscalex100 {Claudia Triana, gerente de Mercadeo de Divercity. }\p
ar\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {El recorrido por
el Centro de Diseo Haceb, comienza con un viaje por Medel n en una nave }\pa
r\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {espacial. Luego, los
nios l egan a la planta de produccin donde se encuentran con los amigos de }\par\p
ard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {la Liga Tecnolgica de Hac
eb, cuatro robots electrodomsticos con poderes especiales, que les }\par\pard\li5
3\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {ayudan a hacer ms fcil la vida de
las familias que se ven aquejadas por la falta de tiempo y que }\par\pard\li53\
ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {adems, comparten con ellos secreto
s y experiencias que les permiten conocer ms de cerca el }\par\pard\li53\ri0\sl-3
33\slmult0 \fs24\cf0\f0\charscalex100 {proceso de fabricacin de los productos Hac
eb. }\par\pard\li53\ri0\sl-466\slmult0 \fs24\cf0\f0\charscalex100 {As mismo, los
miembros de la Liga Tecnolgica conformada por Estufatec Haceb, Lavabot}\pa
r\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Haceb, la Nevera Autma
ta Haceb y el Microondas Trnico Haceb, les ensean a los nios el uso }\par\pard\li53
\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {adecuado de los electrodomsticos,
consejos sobre el cuidado y proteccin del medio ambiente y}\par\pard\li53\ri0\sl
-333\slmult0 \fs24\cf0\f0\charscalex100 {ahorro de energa. }\par\pard\sect\sectd\
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0\charscalex100 {interactuar con los nios y nias, en un ambiente de educaci n y d
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aforma tecnolgica de avanzada, con lo ltimo en}\par\pard\li53\ri0\sl-333\slmul
t0 \fs24\cf0\f0\charscalex100 {mecatrnica, simulacin en cuatro dimensiones y todas
las herramientas para que a travs de una }\par\pard\li53\ri0\sl-333\slmult0 \fs2
4\cf0\f0\charscalex100 {experiencia l ena de creatividad e innovacin, los nios apr
endan divirtindose haciendo nfasis }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0
\charscalex100 {en temas de sostenibilidad, seguridad y uso adecuado de los prod
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100\b {La diferenciacin es crucial en mercados masivos. Cmo lo hace Haceb, la segu
nda mayor }\b0 \par\pard\li53\ri0\sl-346\slmult0 \fs22\cf2\f0\charscalex100\b {e
mpresa en fabricacin de electrodomsticos en el pas. El 15 de agosto sale con su nue

va }\b0 \par\pard\li53\ri0\sl-333\slmult0 \fs24\cf2\f0\charscalex100\b {lnea Elem
ents, en alianza con Divino y Swarovski. }\b0 \par\pard\sect\sectd\sbkpage{\shp
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0B532C406F863320CF4C81C7EB5E0CD234B23C8E4B393B893DCD1454D7F851710229BCD145728C5E
94C3CD14521882940A28A00767B5028A298843D6928A281852D145200EF4E51934514C43B1C51451
401FFFD9}
s3\colno1\colw3453\colsr-0\colno2\colw7173\colsr-0\colno3\colw813\pard\li53\ri0\
sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li5
3\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\
par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-213\slmult0 \fs1
8\cf0\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-213\slmult
0 \fs18\cf0\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-213\
slmult0 \fs18\cf0\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\s
l-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53
\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\par
d\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\p
ar\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-213\slmult0 \fs18
\cf0\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf1\f0\charscalex100\b {PERSON
ALIZACIN }\b0 \par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\
sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\
ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\
li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\p
ard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\p
ar\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\c
f0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs
18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slm
ult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213
\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl
-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-426\slmult0 \fs20\cf0\f0\charscalex10
0\b {Cipriano Lpez, gerente de Haceb }\b0 \par\column\pard\li0\ri0\sl-306\slmult0
\fs24\cf0\f1\charscalex100 {19}\fs24\cf0\f1\charscalex100 { }\par\pard\sect\sec
td\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\pard\li53\ri0\sl-453\
slmult0 \fs24\cf0\f0\charscalex100 {El extremo de la estrategia de diferenciacin.
Piezas nicas que se ajusten perfectamente a las }\par\pard\li53\ri0\sl-333\slmul
t0 \fs22\cf0\f0\charscalex100 {preferencias del comprador. Es una receta bien
difcil de conseguir cuando se trata de }\par\pard\li53\ri0\sl-333\slmult0 \fs
22\cf0\f0\charscalex100 {productos producidos en gran escala como los elect
rodomsticos. Por eso, la estrategia de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\c
f0\f0\charscalex100 {personalizacin de Haceb es tremendamente interesante. }\par\
pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {La primera iniciativa
de personalizar productos, la emprendi Haceb hace algunos aos, con la}\par\par
d\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {lnea Skin. \uc1\u8213XUnas
neveras tenan el facing de Colombia es Pasin, otra de comics. Fueron ocho o }\par\
pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {diez productos\uc1\u821

4X, dice Cipriano L pez, gerente de la compa a. }\par\pard\li53\ri0\sl-466\slmult
0 \fs22\cf0\f0\charscalex100 {Les fue bien en trminos comerciales. Tanto, que
como lo seala el presidente de la empresa, }\par\pard\li53\ri0\sl-333\slmult0 \
fs22\cf0\f0\charscalex100 {quedaron \uc1\u8213Xcon muchas ganas de promover e
l talento joven\uc1\u8214X. Hicieron un concurso en el que }\par\pard\li53\ri
0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {escogieron los mejores diseos de
estudiantes universitarios de esa disciplina y con ellos }\par\pard\li53\r
i0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {lanzaron la segunda fase de la lnea
Skin. }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {Luego hici
eron una alianza con el Museo de Arte Moderno de Bogot. Escogieron cinco artistas
}\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {reconocidos como
Jacanamijoy, Maripaz y Grau. Subastaron algunas neveras de dos puertas con }\pa
r\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {el facing de sus pi
nturas como piezas nicas y desarrol aron adems una serie limitada de }\par\pard
\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {minibares con los mismos mo
tivos para vender en el comercio minorista. }\par\pard\li53\ri0\sl-453\slmult0 \
fs22\cf0\f0\charscalex100 {\uc1\u8213XNos gusta mucho el tema de la personalizac
in. La cocina es un lugar de la casa que representa }\par\pard\li53\ri0\sl-333\sl
mult0 \fs22\cf0\f0\charscalex100 {tu personalidad, tus gustos. Queremos que
los electrodomsticos sean menos planos, menos }\par\pard\li53\ri0\sl-333\slmu
lt0 \fs24\cf0\f0\charscalex100 {fros, menos impersonales\uc1\u8214X. As resume Cip
riano L pez la intenci n de Haceb en este frente. }\par\pard\li53\ri0\sl-466\slm
ult0 \fs24\cf0\f0\charscalex100 {Por eso, en la misma estrategia, el 15 de agost
o lanzarn otra iniciativa con la firma Divino. Se}\par\pard\li53\ri0\sl-333\slmul
t0 \fs22\cf0\f0\charscalex100 {trata de la lnea Elements, que tienen dos prod
uctos. \uc1\u8213XUno ms agresivo, que se l ama }\par\pard\li53\ri0\sl-333\slmu
lt0 \fs22\cf0\f0\charscalex100 {\uc1\u8215XLuchadores por el amor\uc1\u8216X y o
tro ms sobrio, que son neveras con puertas de vidrio y cristales de }\par\pard\li
53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Swarovski}\fs24\cf0\f0\charsca
lex100 {\uc1\u8214X.}\fs24\cf0\f0\charscalex100 { }\par\pard\sect\sectd\sbknone\
pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\pard\sect\sectd\sbkpage\pgwsxn12
240\pghsxn15840\marglsxn666\margrsxn133\margtsxn666\margbsxn173\pard\li10626\ri0
\sl-306\slmult0 \fs24\cf0\f1\charscalex100 {20}\fs24\cf0\f1\charscalex100 { }\pa
cf0\f0\charscalex100 {Las neveras las vendern en las grandes cadenas en Colombia.
A pesar de que Haceb tiene filiales }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf
0\f0\charscalex100 {en Venezuela, Ecuador y Per, saldr con estos productos solo en
Colombia. \uc1\u8213XAqu tenemos una}\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0
\f0\charscalex100 {masa crtica muy importante. En Colombia tenemos ms reconocim
iento de marca, se pueden}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\char
scalex100 {hacer cosas ms agresivas\uc1\u8214X, sostiene. Con todo, algo se podra
pensar para exportaci n. Algunas}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\
charscalex100 {de las neveras Skin se exportaron. }\par\pard\li53\ri0\sl-453\slm
ult0 \fs24\cf1\f0\charscalex100\b {ESO PARA QU SIRVE }\b0 \par\pard\li53\ri0\sl-4
53\slmult0 \fs24\cf0\f0\charscalex100 {Pero, cul es el propsito de estas cole
cciones? Lo devela Cipriano L pez. \uc1\u8213XHaceb es una}\par\pard\li53\r
i0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {compaa que debe ser percibida como d
e 70 aos de respaldo, pero muy innovadora. Los 70 aos }\par\pard\li53\ri0\sl-333\s
lmult0 \fs24\cf0\f0\charscalex100 {que tiene deben ser una garanta para el cons
umidor colombiano, que compra de una entidad}\par\pard\li53\ri0\sl-333\slmul
t0 \fs22\cf0\f0\charscalex100 {seria, respetada, querida, admirada\uc1\u8214X, m
anifiesta. Pero a la vez, quiere seguir las tendencias del }\par\pard\li53\ri0\s
l-333\slmult0 \fs22\cf0\f0\charscalex100 {mercado. \uc1\u8213XQu quiere el consum
idor hoy. Productos innovadores. Los j venes quieren productos }\par\pard\li53\r
i0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {diferenciados, que no sean masivos
\uc1\u8214X. }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {Los
diseos personalizados le sirven a Haceb como un laboratorio. \uc1\u8213XLos que m
ejor ventas tengan, }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex10
0 {se masificaran", explica. }\par\pard\li53\ri0\sl-466\slmult0 \fs22\cf0\f0\cha
rscalex100 {Creen firmemente en su estrategia. Con ventas que crecen 16% por ao,
se acaban de meter en }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex
100 {una inversin de US$30 millones para una nueva planta de refrigeracin. En la p
lanta ubicada en }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {
Copacabana (Antioquia) fabricarn productos con mayor eficiencia energtica y menos
agresivos }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {con el
medio ambiente. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {H
aceb, con ventas de $380.000 millones y la segunda empresa en fabricacin de
}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {electrodomsticos
en el pas, se juega una carta extraa. Personalizar con diseos muy }\par\pard\
li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {modernos. Hasta ahora, la ap
uesta les parece adecuada y quizs sea un ejemplo para seguir en }\par\pard\li53\r
i0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {otros sectores. }\par\pard\li2600\
ri0\sl-453\slmult0 \fs24\cf2\f0\charscalex100\b {-------------------------------------- }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs24\cf2\f0\charscalex100\b {CO
NSUMO, LO QUE VIENE \uc1\u8211X Revista Dinero, septiembre 2010 }\b0 \par\pard\l
i53\ri0\sl-453\slmult0 \fs24\cf2\f0\charscalex100\b {El gasto en consumo de los
hogares colombianos est creciendo a toda velocidad. Es una }\b0 \par\pard\li53\ri0
\sl-346\slmult0 \fs24\cf2\f0\charscalex100\b {bonanza fugaz, o una tendencia sos
tenible? }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {En
septiembre de 2009, el consumo de los hogares report la variacin porcentua
l anual ms }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {baja
de los ltimos cinco aos, con unas {\field{\*\fldinst{HYPERLINK "http://www.dinero.
com/edicion-impresa/caratula/consumo-viene_77898.aspx"}}{\fldrslt {ventas minori
stas que}}} caan 7,29% frente a las ventas }\par\pard\li53\ri0\sl-333\slmult0 \fs
24\cf0\f0\charscalex100 {del mismo periodo de 2008. Vivamos en Colombia el co
letazo de la crisis internacional y el }\par\pard\li53\ri0\sl-333\slmult0 \f
s24\cf0\f0\charscalex100 {ambiente era de incertidumbre. Sin embargo, en cuestin
de meses las circunstancias cambiaron }\par\pard\li53\ri0\sl-333\slmult0 \fs24\c
f0\f0\charscalex100 {radicalmente. En junio de 2010, las ventas minoristas
crecieron 15,53% frente al nivel que}\par\pard\li53\ri0\sl-333\slmult0 \fs24\c
f0\f0\charscalex100 {registraban 12 meses atrs. }\par\pard\li53\ri0\sl-453\slmult
0 \fs24\cf0\f0\charscalex100 {El consumo viene en acelerada expansin y muchas
empresas han tenido que modificar hacia}\par\pard\li53\ri0\sl-333\slmult0 \fs
24\cf0\f0\charscalex100 {arriba sus proyecciones. El sector automotor empez
el ao con un estimativo de ventas de }\par\pard\li53\ri0\sl-333\slmult0 \fs
24\cf0\f0\charscalex100 {230.000 unidades, pero se calcula que podran ser ms de 26
0.000; mientras que en televisores, }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0
\f0\charscalex100 {la cifra que era de 1,2 millones, puede l egar a 1,4 millones
de unidades vendidas. }\par\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840\mar
glsxn666\margrsxn133\margtsxn666\margbsxn173\pard\li10626\ri0\sl-306\slmult0 \fs
24\cf0\f1\charscalex100 {21}\fs24\cf0\f1\charscalex100 { }\par\pard\li53\ri0\sl213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-386\slmult0 \fs24\cf0\f0\charscalex10
0 {La pregunta de fondo es: se trata de una tendencia duradera, o es un pu
nto alto del ciclo }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex
100 {econmico? Lo que hay que hacer ahora es simplemente aprovechar la coyuntura m
ientras dura, }\par\pard\li53\ri0\sl-346\slmult0 \fs22\cf0\f0\charscalex100 {o
hay un cambio de patrones de consumo que ameritara ajustes en las estrateg
ias de largo }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {pla
zo? Si bien es imposible predecir el futuro, lo cierto es que se est acumulando u
na amplia}\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {gama de
factores que permiten pensar que la actual expansin del consumo hace parte de una
}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {tendencia que no
desaparecer en el corto plazo. Los pases latinoamericanos vienen creciendo a}\par
\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {tasas aceleradas. Esto
ha permitido que millones de personas entren en el mundo del consumo }\par\pard
\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {cambiando los patrones. }\p
ar\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {El mercado colombian
o hace parte de esta tendencia de acelerado crecimiento del consumo de }\par\par
d\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {las clases medias en un
grupo de pases en desarrol o. La consultora McKinsey estima que el }\par\par

d\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {consumo de las clases medi
as en estos pases pasar de US$6,9 billones (esto es, millones de }\par\pard\li53\r
i0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {millones), a US$20 billones en el
curso de la prxima dcada. Esta magnitud equivale al doble del }\par\pard\li53\ri0\
sl-333\slmult0 \fs24\cf0\f0\charscalex100 {tamao de la economa de consumo actual d
e Estados Unidos. }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100
{Ante esta perspectiva, Colombia figura hoy en un lugar destacado en los mapas d
e oportunidades }\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {d
e todas las transnacionales de productos de consumo. Ms all de este fenmeno coyuntu
ral, las}\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {cifras mu
estran que los consumos per cpita son inferiores en Colombia frente a otros pases
}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {con niveles simil
ares de desarrol o y los colombianos se estn moviendo para superar esa brecha. }\
par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {El estudio que re
alizan cada dos aos, desde 2004, Gallup y Dinero sobre el gasto de los }\
par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {colombianos, y cuya
versin para 2010 presentamos en esta edicin, tiene un significado especial: }\par
\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {confirma que Colombia
protagoniza hoy un fenmeno de acelerado crecimiento en el consumo de }\par\pard\l
i53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {sus clases bajas y medias. En
tre 2004 y 2010, el consumo de los colombianos ha crecido 24,8% }\par\pard\li53\
ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {en trminos reales. El consumo del
estrato 1 es una verdadera revelacin, con un incremento de }\par\pard\li53\ri0\sl
-333\slmult0 \fs24\cf0\f0\charscalex100 {ms de 60% en ese perodo. El consumo del e
strato 3 ha crecido 18% en el mismo lapso. }\par\pard\li53\ri0\sl-453\slmult0 \f
s22\cf0\f0\charscalex100 {De esta manera se est creando un panorama de intensa co
mpetencia entre las empresas y ser }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f
0\charscalex100 {necesario desarrol ar rpidamente nuevas estrategias para seguir
avanzando. }\par\pard\li53\ri0\sl-466\slmult0 \fs24\cf1\f0\charscalex100\b {PANO
RAMA FELIZ }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {"L
a suma de confianza y optimismo genera una dinmica muy poderosa", explica Andrs Ar
ango, }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {presidente
de la constructora Ospinas, al destacar el rpido crecimiento del consumo. Y
es }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {cierto que el
ao 2010 ha sido rico en eventos que refuerzan la confianza. En el campo poltico,
la }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {fluidez con
la que ocurri el trnsito desde la era de lvaro Uribe hacia el gobierno de Juan }
\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Manuel Santos}\fs2
4\cf0\f0\charscalex100 {, }\fs24\cf0\f0\charscalex100 {en el frente econmico, el
sostenido crecimiento, y en la seguridad, la operacin }\par\pard\li53\ri0\sl-333\
slmult0 \fs24\cf0\f0\charscalex100 {que culmin con la muerte del "Mono Jojoy"
dan un espaldarazo a ese escenario de mayor}\par\pard\li53\ri0\sl-333\slmu
lt0 \fs24\cf0\f0\charscalex100 {confianza. }\par\pard\li53\ri0\sl-453\slmult0 \f
s24\cf0\f0\charscalex100 {Todo eso se ha reflejado en mayor crecimiento econmico,
mayor confianza y mayor consumo. }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f
0\charscalex100 {Los estimativos de crecimiento del PIB, que al comenzar el ao se
ubicaban en 3,5%, hoy superan }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\c
harscalex100 {el 4,5%. {\field{\*\fldinst{HYPERLINK "http://www.dinero.com/edici
on-impresa/caratula/consumo-viene_77900.aspx"}}{\fldrslt {Los indicadores de c
onfianza v}}}ienen en ascenso. Segn la Encuesta de Opinin del }\par\pard\li53\
ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {Consumidor (EOC) de Fedesarrol
o, realizada en agosto, el ndice de confianza del consumidor}\par\pard\li53\ri0
\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {aument y se ubic en el nivel ms alto de
2010. El ndice pas de 29,6 en julio, a 38,8 en agosto, }\par\pard\sect\sectd\sbkp
age\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\margtsxn666\margbsxn173\pard
\li10626\ri0\sl-306\slmult0 \fs24\cf0\f1\charscalex100 {22}\fs24\cf0\f1\charscal
ex100 { }\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-386\sl
mult0 \fs24\cf0\f0\charscalex100 {con una variacin positiva de 9,2 puntos po
rcentuales. Al comparar este resultado con el }\par\pard\li53\ri0\sl-333\slm
ult0 \fs24\cf0\f0\charscalex100 {obtenido en agosto del ao pasado, se encuentra q

ue la confianza aument 30,08 puntos, el nivel }\par\pard\li53\ri0\sl-346\slmult0
\fs24\cf0\f0\charscalex100 {ms alto desde 2001. }\par\pard\li53\ri0\sl-453\slmult
0 \fs24\cf0\f0\charscalex100 {"Para m, este es el indicador ms importante", afirma
Carlos Mario Giraldo, vicepresidente del }\par\pard\li53\ri0\sl-333\slmult0 \fs
24\cf0\f0\charscalex100 {xito. Un factor que ha contribuido a dinamizar el crecim
iento del consumo este ao ha sido el }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0
\f0\charscalex100 {{\field{\*\fldinst{HYPERLINK "http://www.dinero.com/edicion-i
mpresa/caratula/consumo-viene_77901.aspx"}}{\fldrslt {aumento de las compras de
bienes durables, }}}como automviles y electrodomsticos, impulsadas, }\par\pard\li5
3\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {en gran parte, por la revalu
acin. La apreciacin del peso frente al dlar, que bordea el 12%}\par\pard\li53
\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {anual, permite que los productos
importados l eguen a mejores precios y obliga a las compaas}\par\pard\li53\ri0\sl
-333\slmult0 \fs24\cf0\f0\charscalex100 {locales a ajustar su oferta para cuidar
el mercado. A esto se suma la baja en las tasas de crdito }\par\pard\li53\ri0\sl
-333\slmult0 \fs24\cf0\f0\charscalex100 {y la mayor posibilidad de acceder a esq
uemas de financiacin. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex1
00 {"Ante la percepcin de crisis e incertidumbre, los consumidores aplazaron nece
sidades de bienes }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100
{durables de mayor valor, y mantuvieron sus compras focalizadas en artculos de co
nsumo masivo }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {y de
primera necesidad", explica Giraldo. "En estos ltimos meses, en cambio, hemos vi
sto una }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {tendencia
a que se estimule mucho ms la demanda de bienes durables". "Venamos de casi dos }
\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {aos de tener con
tenida la demanda", confirma Cipriano Lpez, gerente de Haceb. "Cuando se }\pa
r\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {recupera la confianza
, la demanda se destraba". }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\chars
calex100 {Al mismo tiempo, las empresas han respondido al crecimiento de
la demanda con agresivas }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\char
scalex100 {polticas de precios y promociones. Uno de los ejemplos ms releva
ntes est en la industria }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charsc
alex100 {aeronutica: con la cada de los precios, de ms del 30%, el nmero de
pasajeros para vuelos }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscale
x100 {nacionales aument 37,6% entre enero y julio de este ao, con relacin a
l mismo periodo de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex
100 {2009. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Segn Fr
ancisco Valderrama, gerente general de EPSON, para jugar en este mercado e
s }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {indispensable m
antener una relacin calidad-precio muy favorable para el consumidor. "El motor }\
par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de compra est asocia
do a la promocin o la promesa de una oportunidad de ventaja en precio, }\par\pard
\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {siempre bajo la premisa de
una garanta de alta calidad. No estamos en un mercado fcil, pues }\par\pard\li53\r
i0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {nuestro cliente ha evolucionado",
afirm}\fs24\cf0\f0\charscalex100 {a.}\fs24\cf0\f0\charscalex100 { }\par\pard\li5
3\ri0\sl-453\slmult0 \fs24\cf1\f0\charscalex100\b {CAMBIOS PROFUNDOS }\b0 \par\p
ard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Las perspectivas de crec
imiento para los productos de consumo en Colombia son altas, pues se }\par\pard\
li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {espera que el pas avance en l
a reduccin de la brecha que lo separa de otros pases de Amrica }\par\pard\li53\ri0\
sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Latina en el consumo per cpita. Para e
l ao 2009, por ejemplo, de acuerdo con el anlisis de la}\par\pard\li53\ri0\sl-333\
slmult0 \fs24\cf0\f0\charscalex100 {firma Euromonitor, mientras en Argentina se
consuman 67,5 kilogramos de carne por persona al }\par\pard\li53\ri0\sl-333\slmul
t0 \fs24\cf0\f0\charscalex100 {ao y en Brasil 34,3, en Colombia el consumo er
a de 16,6 kilos. En gal etas, Colombia apenas}\par\pard\li53\ri0\sl-333\slmul
t0 \fs24\cf0\f0\charscalex100 {consume 2,2 kilos por persona al ao, mientras
que en Chile es casi cuatro veces ms, en }\par\pard\li53\ri0\sl-333\slmult0 \f
s24\cf0\f0\charscalex100 {Argentina cerca de cinco veces, en Mxico el doble y en

Brasil el triple. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100
{En el caso de vehculos, si bien Colombia espera vender este ao ms de 230.000 unida
des, est }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {an lejos d
e pases como Argentina que, de acuerdo con clculos de Ford, pueden estar en cerca
}\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {de 600.000 unida
des. Lo mismo pasa en electrodomsticos. Para Lpez, de Haceb, estos }\par\pard\
li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {mercados son inmaduros. "Por
ejemplo, en lavado solo hay una penetracin de entre 30% y 40%".}\par\pard\sect\s
ectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\margtsxn666\margbsx
n173\pard\li10626\ri0\sl-306\slmult0 \fs24\cf0\f1\charscalex100 {23}\fs24\cf0\f1
\charscalex100 { }\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\
sl-386\slmult0 \fs24\cf0\f0\charscalex100 {Esto, sin embargo, est cambiando rpi
damente. "Los consumidores tienen la informacin en}\par\pard\li53\ri0\sl-333\
slmult0 \fs24\cf0\f0\charscalex100 {tiempo real, estn interconectados y las deman
das cambian", seala. }\par\pard\li53\ri0\sl-466\slmult0 \fs24\cf0\f0\charscalex10
0 {Segn clculos de Hewlett Packard (HP), la penetracin de computadores en Colombia
es apenas }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {del 18
%, menor que el promedio latinoamericano, de 25%. "Hemos venido acercan
do los }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {computado
res a un segmento que lo pueda adquirir", dice Ral Ramrez, de HP. }\par\pard\li53\
ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {La recuperacin de este rezago es p
osible ahora porque se vienen dando una serie de cambios de }\par\pard\li53\ri0\
sl-333\slmult0 \fs22\cf0\f0\charscalex100 {largo alcance. Uno es el crecient
e acceso al crdito y a los servicios bancarios. Durante los }\par\pard\li53\
ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {ltimos tres aos, cerca de 2,2 millo
nes de personas han ingresado a la banca, segn datos de la }\par\pard\li53\ri0\sl
-333\slmult0 \fs24\cf0\f0\charscalex100 {ASOBANCARIA. Con esto, alrededor de 17,
8 millones de personas (58% de la poblacin adulta)}\par\pard\li53\ri0\sl-333\slmu
lt0 \fs24\cf0\f0\charscalex100 {est actualmente bancarizada, al tener por lo
menos un producto financiero, esencialmente}\par\pard\li53\ri0\sl-333\slmult0
\fs24\cf0\f0\charscalex100 {cuentas de ahorro. Adems, la banca ya l ega a 94% de
los municipios del pas, gracias a los ms }\par\pard\li53\ri0\sl-333\slmult0 \fs24
\cf0\f0\charscalex100 {de 7.000 corresponsales no bancarios (CNB) que hoy existe
n. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Adicionalmente
, la posibilidad de acceder al crdito se da no solo por la va de los bancos, sino
de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {financiacin qu
e ofrecen otros agentes, como las empresas de servicios pblicos o los }\p
ar\pard\li53\ri0\sl-346\slmult0 \fs22\cf0\f0\charscalex100 {establecimientos de
comercio. Sin embargo, y a pesar de estos avances, no ha sido posible }\
par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {recuperar la parti
cipacin del 40% que el sistema financiero tena como porcentaje del PIB }\p
ar\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {antes de la crisis f
inanciera de 1998. La cartera est hoy en alrededor del 30% del PIB, lo que }\par\
pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {nos pone lejos de es
tndares internacionales. "En el sistema financiero hay bastante para}\par\par
d\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {innovar en sofisticacin y p
enetracin", dice Fernando Ferrari, socio de la firma de consultora }\par\pard\li53
\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {McKinsey. }\par\pard\li53\ri0\sl
-453\slmult0 \fs22\cf0\f0\charscalex100 {Otro cambio es la generacin cada vez ms f
recuente de desarrol os para los mercados locales }\par\pard\li53\ri0\sl-333\slm
ult0 \fs24\cf0\f0\charscalex100 {por parte de las compaas multinacionales, algo
que est ocurriendo en muchos mercados }\par\pard\li53\ri0\sl-333\slmult0 \fs24
\cf0\f0\charscalex100 {emergentes y tambin en Colombia. Un buen ejemplo es Ne
stl. El Milo que se consume en }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0
\charscalex100 {Colombia es nico en el mundo por su preparacin y presentacin, pues
no es en polvo y conserva }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charsc
alex100 {una textura particular. Esto contribuye a la diferenciacin del producto
y le ha permitido a la }\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscale
x100 {compaa hacer extensiones de lnea. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf
0\f0\charscalex100 {Por su parte, las empresas de retail siguen aportando a

l cambio. Hace apenas cinco aos, en }\par\pard\li53\ri0\sl-333\slmult0 \fs24\c
f0\f0\charscalex100 {Colombia no se haba desarrol ado el formato de tiendas,
como Falabella, ni haba marcas }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\c
harscalex100 {internacionales -como Zara o Mango-. Hoy La Polar (de Chile)
se apresta a abrir su primera }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f
0\charscalex100 {tienda y se espera la l egada de la tambin chilena Pars. Por el l
ado de prendas de vestir, otras }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\
charscalex100 {marcas de Inditex -duea de Zara- han l egado, como Stradivarius o
Massimo Dutti. Y otras que }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\chars
calex100 {se haban ido del pas estn de regreso, como Burger King y Office D
epot. "Colombia estaba}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex
100 {rezagada en retail en Latinoamrica. Nos l evaban ventaja Chile y Argentin
a. Estamos }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {nivelnd
onos, el comercio especializado coge ms fuerza y eso incentiva el consumo",
explica }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Mauricio
Quintana, vicepresidente de mercadeo de Homecenter. Una de las grandes apuestas
de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {esta cadena es
acompaar el crecimiento de sus tiendas tradicionales -entre 4 5 por ao-, con }\pa
r\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {la creacin de tiendas
para la clase media, para lo cual est desarrol ando un proyecto piloto en }\par\p
ard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {Soacha. }\par\pard\sect\
sectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\margtsxn666\margbs
xn173\pard\li10626\ri0\sl-306\slmult0 \fs24\cf0\f1\charscalex100 {24}\fs24\cf0\f
1\charscalex100 { }\par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0
\sl-386\slmult0 \fs24\cf0\f0\charscalex100 {Algunas multinacionales han visto en
el desarrol o de canales una oportunidad de crecimiento. Por}\par\pard\li53\ri0
\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {ejemplo, Colombia fue el primer merc
ado en el mundo en donde HP desarrol su canal de tiendas }\par\pard\li53\ri0\sl346\slmult0 \fs22\cf0\f0\charscalex100 {propias. "Colombia fue pionero en aper
tura de tiendas y hoy esta es una estrategia mundial. }\par\pard\li53\ri0\sl333\slmult0 \fs22\cf0\f0\charscalex100 {Tenemos 60 tiendas HP en el pas, lo
cual, adems, nos permite hacer gestin en el }\par\pard\li53\ri0\sl-333\slmult0
\fs24\cf0\f0\charscalex100 {entendimiento del consumidor", dice Ramrez, de HP. }
\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {Adems, Colombia tie
ne mercados internos relevantes. "Los formatos de grandes almacenes no }\par\par
d\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {solo estn en Bogot, han l eg
ado tambin a ciudades como Cartago, Palmira, Ccuta y Pereira. }\par\pard\li53\ri0\
sl-333\slmult0 \fs22\cf0\f0\charscalex100 {Eso genera unos estndares de cali
dad distintos, mayores economas de escala y mejores }\par\pard\li53\ri0\sl-333
\slmult0 \fs22\cf0\f0\charscalex100 {precios", dice Csar Caballero, ex director d
el DANE. Un ejemplo de esta dinmica es Haceb: las }\par\pard\li53\ri0\sl-333\slmu
lt0 \fs22\cf0\f0\charscalex100 {grandes ciudades crecen a ritmos del 12%, mientr
as las ciudades intermedias lo hacen a ms del }\par\pard\li53\ri0\sl-333\slmult0
\fs24\cf0\f0\charscalex100 {20%. }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0
\charscalex100 {Finalmente, la dinmica de la construccin y la vivienda de inters so
cial se convierten en un gran }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\ch
arscalex100 {impulsor de consumo, porque jalonan otras categoras. La construccin d
e un milln de viviendas }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscale
x100 {en los prximos cuatro aos, anunciada por el presidente Santos, se convierte
en un factor de }\par\pard\li53\ri0\sl-346\slmult0 \fs22\cf0\f0\charscalex100 {g
ran importancia. "Es necesario lograr la voluntad de los gremios, Gobierno y emp
resarios para }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {alc
anzar esa meta. Hay que hacer una reingeniera a los subsidios y viabilizar esos r
ecursos para }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {dina
mizar la construccin", dice Arango, de Ospinas. El inters por capitalizar los camb
ios en el }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {consumo
estn en la agenda de todos. Por ejemplo, el programa acadmico del Congreso }
\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {Colombiano de Comu
nicaciones Publicitarias de este ao gira sobre ese aspecto y varios de sus }\par\
pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {conferencistas han cola

borado con este especial. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf1\f0\charsc
alex100\b {LAS AMENAZAS }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\char
scalex100 {Por supuesto, no todos los elementos tienen implicaciones posit
ivas. Para Roberto Steiner, }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\cha
rscalex100 {director ejecutivo de Fedesarrol o, la probabilidad de que el con
sumo privado tenga un }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscal
ex100 {crecimiento satisfactorio en 2010 es muy alta, pero de todas formas
existen riesgos: }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100
{"principalmente, un deterioro mayor del mercado laboral y, en menor med
ida, la posible}\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {d
esaceleracin de la demanda pblica, que frenara el dinamismo de la demanda agregada"
. }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {Pensando en el
mediano plazo, segn Steiner, "el futuro puede verse afectado por una }\par\p
ard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {devaluacin, una poltica mo
netaria contraccionista que incremente las tasas de crdito o, }\par\pard\li53\
ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {incluso, por una carga financiera
muy alta que obligara a los hogares a devolverse a una postura}\par\pard\li53\ri
0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {ms austera en cuanto a su ahorro".
A su vez, Caballero considera que las altas tasas de }\par\pard\li53\ri0\sl333\slmult0 \fs22\cf0\f0\charscalex100 {desempleo, subempleo e informalidad "
l evan a que persista un volumen de poblacin sin }\par\pard\li53\ri0\sl-333
\slmult0 \fs24\cf0\f0\charscalex100 {capacidad de compra y sin pertenecer a los
circuitos formales". Adems cree que el momento }\par\pard\li53\ri0\sl-333\slmult0
\fs24\cf0\f0\charscalex100 {actual podra limitarse a una breve coyuntura. "Estam
os experimentando un boom, pero tambin }\par\pard\li53\ri0\sl-333\slmult0 \fs24\c
f0\f0\charscalex100 {una enfermedad holandesa clsica. Tenemos una especie de burb
uja que, como todas, es ficticia. }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f
0\charscalex100 {Son momentos de alegra y parranda pero, a largo plazo, la resaca
puede ser muy dura", concluye }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\c
harscalex100 {Caballero. }\par\pard\li53\ri0\sl-466\slmult0 \fs24\cf0\f0\charsca
lex100 {Al final, el reto est en saber aprovechar los elementos positivos de la c
oyuntura favorable para}\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscale
x100 {proyectarlos en una trayectoria de largo plazo. Como dice Ferrari, de McKi
nsey, el desafo es }\par\pard\sect\sectd\sbkpage
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lmult0 \fs24\cf0\f0\charscalex100 {alinear los elementos positivos, "para que ha
ya un boom de verdad y no un pico en la tendencia}\par\pard\li53\ri0\sl-333\slmu
lt0 \fs24\cf0\f0\charscalex100 {normal". }\par\pard\li53\ri0\sl-466\slmult0 \fs2
4\cf0\f0\charscalex100 {Para las empresas que operan en Colombia, este es un
momento de decisiones importantes. }\par\pard\li53\ri0\sl-333\slmult0 \fs22\
cf0\f0\charscalex100 {Aunque persisten riesgos que no se pueden menospreciar,
las condiciones actuales son las }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0
\f0\charscalex100 {mejores que se han dado en mucho tiempo para sembrar un
crecimiento de largo plazo en los }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0
\f0\charscalex100 {mercados de consumo. La dinmica del pas obliga a los jugadores
a renovar sus estrategias muy }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\ch
arscalex100 {rpidamente, pues son muchos los que aspiran a ganar posiciones de la
rgo plazo en el mercado }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscal
ex100 {colombiano. }\par\pard\li2666\ri0\sl-453\slmult0 \fs24\cf2\f0\charscalex1
00\b {-------------------------------------- }\b0 \par\pard\li53\ri0\sl-453\slmu
lt0 \fs24\cf3\f0\charscalex100\b {COLECCIN ELEMENTS HACEB / DIVINO \uc1\u8211X{\f
ield{\*\fldinst{HYPERLINK "http://www.haceb.com/"}}{\fldrslt { www.haceb.com,}}}
septiembre 2010 }\b0 \par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\
f0\par\pard\li53\ri0\sl-506\slmult0 \fs24\cf0\f0\charscalex100 {Para celebrar s
us 70 aos, la marca de electrodomsticos Haceb deja atrs lo convencional y}\pa
r\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {presenta su lnea Cocin
a Fashion, en la que el diseador de modas Daniel Hoyos intervino diez }\par\pard\
li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {productos que representan lo
ltimo en tendencias y tecnologa. }\par\pard\li53\ri0\sl-466\slmult0 \fs22\cf0\f0\
charscalex100 {Desde hace cinco aos, la marca de electrodomsticos Haceb decidi
vincularse a la feria de }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charsc
alex100 {moda ms importante del pas, por ser sta la plataforma ideal para el
lanzamiento de sus }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex1
00 {productos ms innovadores y creativos. Esta vez, no es la excepcin, y para cele
brar los 70 aos }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de
la creacin de la empresa, decidieron, como se dira comnmente, \uc1\u8213Xsacarla d
el estadio\uc1\u8214X. }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscale
x100 {Para lograrlo, escogieron al diseador de modas Daniel Hoyos, para que sirvi
era como punto de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100
{encuentro en uno de los proyectos ms arriesgados e innovadores de la industria:
unir el mund}\fs24\cf0\f0\charscalex100 {o}\par\pard\li53\ri0\sl-333\slmult0 \fs
22\cf0\f0\charscalex100 {de las pasarelas con el de los electrodomsticos de alta
tecnologa. As, todo el ao pasado lo }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0
\charscalex100 {dedicaron a investigar cules productos podran funcionar para
dicho propsito. El constante}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\c
harscalex100 {dilogo entre la empresa y el diseador fue clave para que Daniel Hoyo
s lograra interpretar las}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charsca
lex100 {ms importantes tendencias tanto del diseo textil como industrial, pa
ra integrarlas en su}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex10
0 {creacin definitiva. }\par\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840\marg
lsxn666\margrsxn133\margtsxn666\margbsxn173\pard\li10626\ri0\sl-306\slmult0 \fs2
4\cf0\f1\charscalex100 {26}\fs24\cf0\f1\charscalex100 { }\par\pard\li53\ri0\sl-2

13\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-386\slmult0 \fs24\cf0\f0\charscalex100
{Haceb eligi al joven diseador por ser ste, a travs de su marca Divino, un
perfecto }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {represen
tante de los valores de la marca y de su creador, Jos Mara Acevedo. }\par\pard\li5
3\ri0\sl-466\slmult0 \fs22\cf0\f0\charscalex100 {De la misma forma que lo hace
en las creaciones de Divino, Hoyos busc, a travs de su }\par\pard\li53\ri0\sl
-333\slmult0 \fs22\cf0\f0\charscalex100 {intervenci n, \uc1\u8215Xnarrar\uc1\u82
16X una historia en la se cuente la vida de los j venes de su generaci n. }
\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {Quienes vean las
dos lneas de electrodomsticos que dise para Haceb, podrn notar sellos }\par\pa
rd\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {caractersticos, como los c
olores, las texturas y las frases irreverentes. }\par\pard\li53\ri0\sl-453\slmul
t0 \fs24\cf0\f0\charscalex100 {Cocina Fashion cuenta con dos lneas completas de e
lectrodomsticos que buscan vestir la cocina}\par\pard\li53\ri0\sl-333\slmult0 \fs
22\cf0\f0\charscalex100 {con creatividad. La lnea Deseos y Recuerdos de Hace
b y Divino, por ejemplo, cuentan con }\par\pard\li53\ri0\sl-333\slmult0 \fs22\
cf0\f0\charscalex100 {nevera, minibar, horno, cubierta y campana extractora. En
pocas palabras: todo el set completo }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf
0\f0\charscalex100 {para hacer de la cocina un espacio nico que l ame la atencin.
}\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Otra ventaja de e
sta innovadora alianza es que, adems del diseo esttico de estos productos,}\par\par
d\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {sus beneficios tecnolgico
s tambin son noticia. Unos de ellos, por ejemplo, son los }\par\pard\li53\r
i0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {refrigeradores hechos para cuida
r el medio ambiente, en los que se usan fuentes de energa }\par\pard\li53\r
i0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {como el gas. Adems de ser amig
ables con el ecosistema, las neveras cuentan con el sistema }\par\pard\li53
\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {Vivafresh, que extiende la vida
de los vegetales y otros alimentos. }\par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0
\f0\charscalex100 {Uno de los grandes atractivos para los amantes de la
moda es la utilizacin de cristales }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0
\f0\charscalex100 {Swarovski, sin duda, uno de los materiales de lujo ms
verstiles y sorprendentes. La marca }\par\pard\li53\ri0\sl-333\slmult0 \fs22\
cf0\f0\charscalex100 {austriaca es parte central de esta lnea de electrodomsticos,
que promete celebrar estas siete }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f
0\charscalex100 {dcadas de trabajo por todo lo alto. }\par\pard\li3106\ri0\sl-453
\slmult0 \fs24\cf2\f0\charscalex100\b {-------------------------------- }\b0 \pa
r\pard\li53\ri0\sl-453\slmult0 \fs24\cf3\f0\charscalex100\b {HACEB INVIERTE EN N
UEVA PLANTA Y SE REJUVENECE. ESTE AO HA CRECIDO 17% }\b0 \par\pard\li53\ri0\sl-33
3\slmult0 \fs24\cf3\f0\charscalex100\b {EN LAS VENTAS NACIONALES \uc1\u8211X Por
tafolio, septiembre de 2010 }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs22\cf2\f0\
charscalex100\b {La apuesta de la empresa est en la ampliacin de la prod
uccin de neveras desde su }\b0 \par\pard\li53\ri0\sl-333\slmult0 \fs24\cf2\f0
\charscalex100\b {complejo de Copacabana. Jos Mara Acevedo, un paisa con educacin
bsica, empez su }\b0 \par\pard\li53\ri0\sl-333\slmult0 \fs24\cf2\f0\charscalex100
\b {vida empresarial hace 70 aos en un tal er para reparar cocinetas, lo que en e
se momento }\b0 \par\pard\li53\ri0\sl-346\slmult0 \fs24\cf2\f0\charscalex100\b {
se conoci como Jacev en su barrio y hoy es Haceb, la marca nacional de }
\b0 \par\pard\li53\ri0\sl-333\slmult0 \fs24\cf2\f0\charscalex100\b {electrodomsti
cos. }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Esta se
mana el empresario, que a sus 91 aos est al frente de la compaa, festejar las 7
}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {dcadas de operacin.
La fiesta se enmarca en dos anuncios: ser el momento para refrescar la }\par\par
d\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {imagen de una marca de t
radicin y se avanza en la construccin de una nueva planta con una }\par\pard\
li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {inversin de 30 millones de
dlares. Adems, es la ocasin para que Cipriano Lpez, el nuevo }\par\pard\li53\
ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {gerente general de Haceb, exponga
los retos futuros de la marca colombiana que da la pelea de }\par\pard\li53\ri0
\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {tu a tu con multinacionales. }\par\

pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Lpez reemplaza a Daro V
alencia, quien se retir tras 40 aos al servicio de la compaa. El }\par\pard\li5
3\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {directivo le explic a PORTAFOLIO
la estrategia de la marca. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\char
scalex100\b {Qu planes inmediatos tienen? }\b0 \par\pard\sect\sectd\sbkpage\pgwsxn
12240\pghsxn15840\marglsxn666\margrsxn133\margtsxn666\margbsxn173\pard\li10626\r
i0\sl-306\slmult0 \fs24\cf0\f1\charscalex100 {27}\fs24\cf0\f1\charscalex100 { }\
par\pard\li53\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li53\ri0\sl-386\slmult0 \fs2
4\cf0\f0\charscalex100 {Estamos invirtiendo en una nueva planta que va a ser
la ms moderna de Amrica Latina.}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\
charscalex100 {Requerir 30 millones de dlares de inversin, nos vamos a entre
tener todo el 2011 en el}\par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charsc
alex100 {montaje. Esa planta, que estar tambin en Copacabana, nos va a permitir
triplicar nuestra }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100
{capacidad de produccin. Tenemos 150.000 metros cuadrados construidos en una pla
nta, donde }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {desarr
ol amos todos los productos de calefaccin, que quiere decir coccin de alimen
tos y}\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {calentamien
to de agua. Tambin tenemos otra planta de refrigeracin. Hoy hacemos de 1.000 a }\p
ar\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {1.200 neveras al da
y vamos a pasar a 3.000 neveras/da. Le estamos apostando a que este }\par\pa
rd\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {producto sea vendido a ot
ros pases. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {Cules s
on los retos de la empresa? }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\
charscalex100 {Haceb es una empresa que durante 70 aos ha sido una marca cerca
na, pero tambin nos }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex10
0 {encontramos con que falta conexin con alguno de esos pblicos de inters. Sobre to
do, pblico }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {entre 2
5 y 40 aos que hoy tiene una gran exposicin al mundo global, usuarios muy inquieto
s que}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {buscan prod
uctos con lo ltimo en tecnologa, con diseos amigables. Esos productos ya
los }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {tenemos, pero
parte del objetivo de celebrar los 70 aos es hacerlo con una imagen renovada, }\
par\pard\li53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {mostrarle al pblico
que estamos vivos, que estamos activos, que somos una marca joven, con una }\par
\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {tradicin y eso tiene q
ue ser un respaldo y una garanta para que las personas se sientan }\par\pard
\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {tranquilas de que estn invir
tiendo bien, porque comprar una nevera es hacer una inversin. }\par\pard\li53\ri0
\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {Cul son las fortalezas? }\b0 \par\pa
rd\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Somos la nica empresa del
pas que tiene un servicio tcnico directo con 250 a 300 tcnicos en }\par\pard\li53\r
i0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {todo el pas. Tenemos ms de 13 ce
ntros de atencin propios y prestamos entre 250.000 y}\par\pard\li53\ri0\sl-3
33\slmult0 \fs24\cf0\f0\charscalex100 {300.000 servicios al ao. Nuestro Call Cent
er atiende ms de 600.000 l amadas al ao, gozamos }\par\pard\li53\ri0\sl-333\slmult
0 \fs24\cf0\f0\charscalex100 {de ese contacto uno a uno con esos usuarios. Nosot
ros tenemos un conocimiento del consumidor}\par\pard\li53\ri0\sl-333\slmult0 \fs
24\cf0\f0\charscalex100 {colombiano como nadie y hay que explotar ese conocimien
to. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {Cmo est la
empresa frente a la coyuntura del mercado y respecto a los ms fuertes }
\b0 \par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100\b {competidores
? }\b0 \par\pard\li53\ri0\sl-466\slmult0 \fs24\cf0\f0\charscalex100 {Haceb tiene
la mejor red de distribucin del pas. Tenemos el 25% de participacin del mercado }\
par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {nacional y somos lo
s lderes. El segundo puesto se lo pelean LG y Mabe. }\par\pard\li53\ri0\sl-453\sl
mult0 \fs24\cf0\f0\charscalex100\b {Cmo se ha comportado el mercado? }\b0 \par\par
d\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Este ao estamos creciendo
17% en el mercado nacional y esperamos cerrar con ventas por}\par\pard\
li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {420.000 millones de pesos, f

rente a 378.000 millones del 2009. Las exportaciones apenas son }\par\pard\li53\
ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {del 5%, aunque llegaron a ser del
20% en el 2007, por Venezuela. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\
charscalex100\b {Qu es lo que ms venden? }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs
24\cf0\f0\charscalex100 {Est creciendo mucho el negocio de refrigeracin. En la med
ida en que la economa ha repuntado,}\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f
0\charscalex100 {el consumidor tiene confianza y compra. }\par\pard\li53\ri0\sl
-453\slmult0 \fs24\cf0\f0\charscalex100\b {Cada cunto un colombiano cambia de neve
ra? }\b0 \par\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrs
xn133\margtsxn666\margbsxn173\pard\li10626\ri0\sl-306\slmult0 \fs24\cf0\f1\chars
calex100 {28}\fs24\cf0\f1\charscalex100 { }\par\pard\li53\ri0\sl-213\slmult0 \fs
18\cf0\par\pard\li53\ri0\sl-386\slmult0 \fs24\cf0\f0\charscalex100 {Cada 15 aos,
pero necesitamos que sea cada cinco. Adems de que tenemos que vender, detrs }\par\
pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {de eso hay un tema
de evolucin tecnolgica. Ocurre como con los vehculos. Ojal que el}\par\pard\l
i53\ri0\sl-346\slmult0 \fs24\cf0\f0\charscalex100 {consumidor pudiera renovarla
para que la ajuste a su estilo de vida, al tiempo que se impulsa el}\par\pard\li
53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {ahorro de energa y agua. }\par
\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {Cuntas unidades venden
al ao? }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {Cerca
de dos millones. Un producto bsico es la cocineta y se vende mucho por u
nidades. En }\par\pard\li53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {never
as se pueden comercializar unas 300.000 a 350.000. Tenemos ms de 350 productos en
el }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {portafolio. }
\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {Exportan? }\b0 \p
ar\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {Tenemos oficina en V
enezuela, Per y Ecuador, una oficina comercial en Mxico, exportamos a }\par\pard\l
i53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {Bolivia, Panam Honduras, El Sa
lvador, y estamos en un proyecto de homologacin de productos }\par\pard\li53\ri0\
sl-333\slmult0 \fs24\cf0\f0\charscalex100 {para Estados Unidos, pero eso es paso
a paso. Llegamos a 13 pases. }\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\cha
rscalex100\b {Se recibirn noticias de que compran a esta empresa colombiana? }\b0
\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100 {Hoy en un mundo
tan globalizado, en una economa tan atractiva como lo es la colombiana,}\par
\pard\li53\ri0\sl-346\slmult0 \fs22\cf0\f0\charscalex100 {cualquier empresa que
sea exitosa en el pas atrae al inversionista extranjero. Lo que es cierto }\par\p
ard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {hasta hoy es que los inv
ersionistas de Haceb no tienen deseos de vender. }\par\pard\li53\ri0\sl-453\slm
ult0 \fs24\cf0\f0\charscalex100\b {Cmo les afecta la revaluacin? }\b0 \par\pard\li5
3\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {Hay un punto de quiebre. En
este momento empieza a ser complejo porque si la gente ya no }\par\pard\li
53\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {exporta, deja de entrar dinero
al pas y se debilita el poder de consumo. Pero en el da a da de la }\par\pard\li53
\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {compaa, bajar a los niveles de
hoy no nos conviene porque se genera una guerra de precios }\par\pard\li53\r
i0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {desmesurada y los competidores apr
ovechan ese precio bajo para reventar el mercado. Tampoco }\par\pard\li53\ri0\sl
-333\slmult0 \fs24\cf0\f0\charscalex100 {es sano porque se deteriora la categora.
}\par\pard\li53\ri0\sl-453\slmult0 \fs24\cf0\f0\charscalex100\b {Cul es su traye
ctoria? }\b0 \par\pard\li53\ri0\sl-453\slmult0 \fs22\cf0\f0\charscalex100 {Soy i
ngeniero mecnico paisa y mi primera experiencia laboral fue en IMUSA. De ah,
me fui }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {para Fran
cia y viv cinco aos en ese pas. Estuve haciendo un MBA, y trabaj tres aos con el}\par
\pard\li53\ri0\sl-346\slmult0 \fs22\cf0\f0\charscalex100 {grupo Danone. Regres a
Colombia y estuve dos aos largos en la direccin de negociacin con }\par\pard\li53\r
i0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {SABMILLER. Y desde hace tres aos he
ocupado varios cargos en Haceb, y ahora asumo como }\par\pard\li53\ri0\sl-333\s
lmult0 \fs24\cf0\f0\charscalex100 {gerente general. }\par}

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{\rtf\ansi\deff0\ansicpg1252

i0\sl-213\slmult0 \fs18\cf0\par\pard\li3453\ri0\sl-213\slmult0 \fs18\cf0\par\par

1), estufas (1991) y hornos de empotrar de gas (1995). }\par\pard\sect\sectd\sbk

te al ALCA (rea de Libre Comercio de }\par\pard\li53\ri0\sl-333\slmult0 \fs24\cf0

3\slmult0 \fs24\cf0\f0\charscalex100 {El gran valor de nuestras marcas en la reg

{\sp{\sn fFlipV}{\sv 0}}

{\sp{\sn pib}{\sv {\pict

cf0\f0\charscalex100 {Industrias Haceb ha adoptado 8 principios sobre los cuales

{\sp{\sn fFlipV}{\sv 0}}

{\sp{\sn pib}{\sv {\pict

{\sp{\sn fFlipH}{\sv 0}}

lt0 \fs24\cf0\f0\charscalex100 {requerimiento y se define la necesidad del clien

Actualmente el laboratorio }\par\pard\li333\ri0\sl-333\slmult0 \fs22\cf0\f0\cha

cf0\f0\charscalex100 {crisis de la empresa, pero todos trabajamos contentos

{neveras "Elegance No Frost", de 10, 12 y 15 pies y las lavadoras Haceb, f

mult0 \fs18\cf0\par\pard\li3453\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3453\ri0

rse frente a los tratados internacionales de libre comercio, Haceb }\par\

0\charscalex100 {desembarcar la multinacional china HAIER, considerada la cu

\cf0\f0\charscalex100 {estratos bajos coinciden con esta posicin. }\par\pard\li53

4\cf0\f0\charscalex100 {solicitudes de mejora en las ofertas de productos agrcola

0 \fs24\cf0\f0\charscalex100 {concepto de edu-}\fs24\cf0\f0\charscalex100 {en}\f

mpresa en fabricacin de electrodomsticos en el pas. El 15 de agosto sale con su nue

pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {diez productos\uc1\u821

grupo de pases en desarrol o. La consultora McKinsey estima que el }\par\par

ult0 \fs24\cf0\f0\charscalex100 {obtenido en agosto del ao pasado, se encuentra q

s24\cf0\f0\charscalex100 {Argentina cerca de cinco veces, en Mxico el doble y en

0\f0\charscalex100 {Por su parte, las empresas de retail siguen aportando a

pard\li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {conferencistas han cola

{\sp{\sn fFlipV}{\sv 0}}

4\cf0\f1\charscalex100 {26}\fs24\cf0\f1\charscalex100 { }\par\pard\li53\ri0\sl-2

\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {tu a tu con multinacionales. }\par\

li53\ri0\sl-333\slmult0 \fs24\cf0\f0\charscalex100 {420.000 millones de pesos, f

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