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Forestal Industry

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La industria forestal en Chile

Como se puede observar hoy en día el sector forestal en Chile se ha posicionado como un pilar fundamental de la economía, con una participación del 3,4% del PIB, con un aporte de 130.000 empleos directos y otros 325.000 empleos indirectos. Las exportaciones de productos forestales bordean los US$ 3.500 millones anuales. Los principales productos exportados son: celulosa (35%), madera aserrada (12%), molduras (11%), tableros (9%), madera elaborada (8%), otras remanufacturas y astillas (5% cada una), papel periódico (4%) y otros varios (11%). Los principales socios comerciales en orden de importancia son Estados Unidos, China, México, Japón y países europeos.
El país cuenta con 15,5 millones de hectáreas de cobertura forestal, de las cuales un 13,5 % corresponde a plantaciones para uso industrial. Estas suman 2,1 millones de hectáreas y están distribuidas entre la V y XI regiones. Más del 70% de este patrimonio está acogido a sellos de certificación de manejo forestal sustentable, reconocidos internacionalmente.
La capacidad instalada total para la producción de celulosa en el país ha incrementado a través de los años gracias a los nuevos proyectos de inversión que están entrando en operación, posicionando a Chile hoy en día como el 5° exportador de celulosa en el mundo, tras Canadá, Estados Unidos, Brasil y Suecia. Los volúmenes proyectados ubicarían a Chile como el noveno productor y cuarto exportador de celulosa en el mundo.

Competidores de la industria
La producción y exportación en el sector forestal se concentra en pocas grandes empresas, siendo los grupos Arauco (grupo Angelini) y CMPC (grupo Matte) las que concentran la mayor actividad. Estas grandes empresas están muy integradas horizontal y verticalmente, interviniendo en todos los eslabones de la cadena del negocio forestal. Por ejemplo, CMPC tiene inversiones en todos los rubros productivos, teniendo casi el monopolio en la industria de papeles y productos derivados. Por su parte, Arauco no tiene desarrollada esa área, pero tienen grandes inversiones en los puertos exportadores y últimamente han absorbido varias industrias medianas, ampliando sus activos y patrimonio.

Producción de la celulosa

En el mercado mundial se distinguen básicamente dos tipos:
Celulosa blanqueada: Celulosa de fibra larga (BSKP): Esta proviene de maderas de coníferas y se caracteriza por su resistencia. En Chile se obtiene de Pino Radiata.

Celulosa de fibra corta (BHKP): Esta proviene de maderas de latifoliadas, este tipo de celulosa es menos resistente y entrega un mejor acabado superficial en el papel. En Chile se obtiene del Eucalipto.

Celulosa no blanqueada (UKP): Esta proviene normalmente de la madera conífera, se utiliza principalmente en la fabricación de embalajes.

En la fabricación de papeles y cartones las celulosas de fibra larga y corta se mesclan a fin de obtener las características deseadas.

Identificar las principales industrias proveedoras y las empresas más relevantes dentro de éstas.

Las principales industrias proveedoras en el caso de Cmpc, son industrias de transporte como Komatsu y además de sus mismas industrias que las proveen de la materia prima para la celulosa, estas son forestal Mininco y Cmpc maderas. Además también debemos nombrar las empresas externas que se encargan del manejo de los bosques, su fumigación y otros manejos.
En el caso de celulosa Arauco sus industrias proveedoras, son básicamente lo mismo que que en Cmpc, tienen sus empresas que les proveen de la madera, y equipo especializado de trasporte ya que en los dos casos estos se tercialisan y tienen varias normas en donde la maquinaria tiene que estar en optimas condiciones. Para las labores de manejo también tienen a empresas externas que básicamente hacen la poda y la fumigación de bosques.

Identificar las industrias clientes y las principales empresas dentro de éstas.
La celulosa en el caso CMPC se le vende afíliales como cartulinas, Tissue, P.Cordillera e Inforsa. Como clientes no relacionados con la empresa se encuentran Papeles Bio-Bío, SCA Chile y Pizarreños.
Por parte de celulosa Arauco, ellos le entregan sus productos a

Principales consumidores de papel en el mundo

Pais | Consumo (mill t) | 1-. USA | 81,7 | 2-. China | 79,1 | 3-. Japón | 30,7 | 4-. Alemania | 20,4 | 5-. Reino Unido | 11,3 | 6-. Italia | 11,1 | 7-. Francia | 10,7 | 8-. India | 9,9 | 9-. Brasil | 8,9 | 10-. Corea del Sur | 8,8 |

Cabe destacar que chile no está dentro de uno de los principales consumidores pero si es uno de los grandes productores de celulosa.

http://www.corma.cl/_file/file_405_82590_arauco-franco_bozzalla.pdf

Consumo per cápita por región y algunos países

El principal driver de la demanda son la cantidad de materia prima de excelente calidad que se puede obtener de la industria forestal la cual es importantemente necesaria para producción de bienes finales, siendo algunos de estos bienes ocupados comúnmente en nuestra vida diaria, como son la celulosa una de las principales materias primas (sin sustitutos) que podemos obtener de la industria forestal la cual es un driver muy potente de la demanda por la constante dependencia de este insumo para el proceso de producción de bienes como el papeles y cartones (industria frutícola (envase, embalaje).

En cuanto a industrias como la industria constructora, Industria del mueble sus principales driver son:
Madera aserrada / cepillada: Madera aserrada / cepillada:
La madera aserrada es el más simple de los productos y el más sencillo de producir. Ofrece una amplia variedad de usos finales diferentes (como son el caso de obras y piezas de construcción), lo que contribuye a la diversidad de su demanda La mayor parte de los aserraderos se encuentran en la zona centro sur del país, entre las regiones del Maule (VII) a Los Lagos (X), con distintos niveles de producción y tecnologías. Principales productos | Glosa Arancelaria | 1º | Madera aserrada de coníferas (incluido pino insigne) | 44071011/44071012/44071019 | 2º | Madera cepillada de pino insigne | 44071013 | 3º | Tableros encolados de canto de pino insigne | 44071016 | 4º | “Blanks” de pino insigne (uniones finger joint) | 44071015 | 5º | Madera aserrada/cepillada de lenga | 44079920 |

Rivalidad entre los competidores de la industria

Para medir la rivalidad entre los competidores utilizamos el índice de Índice de Herfindahl e Hirschman tomando en cuenta 2 empresas la cuales se reparten su participación de mercado en:
Cmpc (compañía manufacturera de papeles y cartones) teniendo participación de un 39% y celulosa Arauco teniendo una participación de un 61%
Índice de Herfindahl
Cmpc 39 * 39 = 1521 +
Celulosa Arauco 61 * 61 = 3721
Dando un total de = 5242
Se considera que índices de entre 1000 y 1500 puntos reflejan una concentración de mercado moderada. Sobre 2500 puntos se considera que el mercado es demasiado concentrado por ende en la industria de la celulosa el índice arrojo un total de 5242 A más alto el índice, más concentrado, menos competitivo, el mercado.
La rivalidad entre los competidores es ya que por su alta concentración al ser únicamente 2 empresas, pueden llegar acuerdos y u mayor conocimiento y control sobre este.

Poder de negociación de los Compradores o Clientes (media baja)

Al haber solo dos participantes en el mercado de la celulosa y una amplia gama de clientes o compradores que necesiten dicho commodities su poder negociación se ve limitado considerablemente ya que si los oferentes de esta materia prima tienen un amplio número de individuos que estarán dispuestos a adquirir dicho producto, paralelamente este puede tener un precio de mercado alto. (Oligopolio)

Poder de negociación de los Proveedores o Vendedores (Media Alta)

Al haber solo dos participantes importantes en el mercado y una amplia gama de demandantes su poder de negociación frente a estos es casi ilimitado. Al no haber un producto sustituto en el mercado el comprador se ve limitado a adquirirlo a través de estos dos proveedores. Por lo que la demanda de este producto llega a ser casi inelástica, no importa a qué precio pongan la materia prima siempre existirán clientes o compradores interesados en adquirirla.

Amenaza de nuevos entrantes (Baja)

Celulosa Arauco y CMPC son dos grandes compañías que tienen una gran cantidad de capital invertidos en la compra de terrenos forestales (se abastecen a ellos mismo, disminuyen los costos al suprimir un canal de distribución) Fabricas de producción, gran cantidad de empleados y ejecutivos y capacitación de estos hacen, finalmente, muy difícil para otra empresas querer participar en este mercado. Sumado a estas dichas empresas tienen leyes políticas que dificultan la entrada de nuevos participantes al mercado forestal. También está la existencia de economías de escala lo que hace a este mercado uno muy exclusivo para sus oferentes y participantes.

Amenaza de productos sustitutos (Baja)

La celulosa al ser un commodities sin sustitutos no tiene ningún grado de amenaza. Sin embargo en sus subproductos como el cartón y el papel encontramos sustitutos mas económicos y ecológicos ya que para la creación de dichos subproductos desde la celulosa el nivel de contaminación que se produce es muy alto.

Rivalidad entre los competidores (Baja)

Al tener un gran porcentaje del mercado repartido entre dos empresas CMPC (61%) y Celulosa Arauco (39%) además de una gran cantidad de demandantes por dicho commodities su rivalidad es casi nula. Al ser sus propios proveedores sus costos de producción se minimizan por lo que las utilidad que obtienen pueden bordear un 50% del producto final.

Analizar el rol de los complementarios y elementos de cooperación presentes

Las dos empresas involucradas CMPC y Arauco, están constantemente investigando las mejores alternativas para no dañar el medio ambiente y las comunidades indígenas donde ellos hacen sus faenas. Todo esto lo hacen ya que ambas empresas buscan obtener las certificación de bosques sustentables que lo entrega la FSC(consejo de manejo forestal), lo que este cello los ayuda a tener una buena imagen como empresa, por todo el daño al medio ambiente que produce la extracción de este producto.

Identificar acciones cooperativas con los distintos ejes y su impacto en la industria

Facultad de economía y negocios
Magister marketing

INFORME DE MARKETING INDUSTRIAL

-------------------------------------------------

-BORIS ALTER
-DOMINGO ECHEVERRIA
-JOSE PEDRO GUERRA
-------------------------------------------------
-RICARDO NAZER
-------------------------------------------------
-NICOLAS ZARA

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