Competitiveness Porter Diamond and competitive advantages: Case study at Copetrán

Abstract

This paper presents a strategy of market positioning for the company Copetran proposal, part of the transport sector in Colombia. The strategy is built based on the methodology of Michael Porter Diamond. The study includes an internal analysis of the basic elements of the model, reviewing the way the company has developed strategies and practices to meet the needs of consumers. Article strategies for increasing the competitiveness of Copetran are presented. Profile of opportunities and threats in the Middle (POAM) and internal profile internal capacity (PCI): With regard to methodological aspects, arrays External analyzes were applied. These matrices links Porter model were analyzed and strategies were generated to enhance competitiveness indicators of the company. The focus of the study is interpretive, information was collected through in-depth interviews, unstructured, applied to employees and officers of Copetran. Secondary sources were also consulted.