FACTORES DEL ENTORNO QUE AFECTAN A LAS EMPRESAS, (Incluyendo su Rentabilidad): A-MACROAMBIENTE Los otros competidores: Sustitutos: Aquellos productos que cumplen la misma función. En la mayoría de los casos la sustitutos se da a través de mezclas de tecnología y comercialización. (manteca y margarina, leche/sachet y leche/botella). También aquellos que si bien no sustituyen totalmente al productor. se apoderan de parte de los consumidores. (piano eléctrico y piano acústico). Competidores potenciales: Empresas que pueden ingresar al sector. Esta amenaza se puede evaluar en función. de las barreras de ingreso que estén en el sector. Las barreras de ingreso son factores que factores que disminuyen la atracción que puede tener un sector para que otras empresas deseen entrar(identificación con las marcas existentes, lealtad del consumidor, ocupación de los canales de distribución por parte de los competidores del sector, etc) Diferencia entre potenciales y sustitutos: · Los compradores: Son una fuerza competitiva porque atentan o infl......

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