!

!
Materia: Gestión
!
Pública
Catedratico: Dr. Armando Zavariz Vidaña

DISEÑO DE
ESTRATEGIA DE
GESTIÓN PÚBLICA

Eduardo Antonio Soler Leal.

Sandra Slendy Velazquez Solano
Centro Universitario Hispano Mexicano
!

INDICE

!"#$%&'($')*+,-$%&.&/(0$')*+,-$%& ..................................................................................... 2

!"#$%&1$-,$&234#3)"4(% ......................................................................................................... 3

!"#$%&(-$560,-$% ................................................................................................................ 6

2")"-#()7%#,-"%&/(&4"&,5%#,#3-,65 ........................................................................................... 7

89$)&:3;&(4&-,3/"/"5$&)(-<"="&(4&>"'$&>$)&-$5-(>#$&/(&4,0>,"&>?@4,-"A ........................ 9

9)$>3(%#"% .......................................................................................................................... 10

!
!"#$%&'($')*+,-$%&.&/(0$')*+,-$%&
!"#$%&1$-,$&234#3)"4(%&
!
!"#$%&(-$560,-$%
!!!!!!!!!!!!!"#$#%&'$()&*%#)!+'!,#!*-)&*&.%*/-!!
B"&,5%#,#3-,65&>?@4,-"&(5&-3(%#,65&(%&(4&C$5$)"@4(&D.35#"0,(5#$&2$5%#,#3-,$5"4&/(&E%4"F&
(%#(& G35,-,>,$& (%& 35$& /(& 4$%& 0*%& ,0>$)#"5#(%& /(5#)$& /(& 4"& )(',65& /(& 4$%& 44"5$%& /(4&
%$#"H(5#$F&3@,-"/$&(%#)"#;',-"0(5#(&"4&-(5#)$&/(&4$%&035,-,>,$%&/(&I$%;&D=3(#"F&I3"5&
J$/)7'3(=& 24")"F& 94"."& K,-(5#(F& 1"5#,"'$& L3M#4"F& "%7& 0,%0$& -$4,5/"& -$5& (4& N%#"/$& /(&
O"M"-"&-$5&4$%&G35,-,>,$%&/(&B$0"&P$5,#"&.&L3M#(>(-Q

E%4"&%(&<"&-$5H()#,/$&"&4$&4")'$&/(&4$%&"R$%&(5&35&>35#$&(%#)"#;',-$&-$0()-,"4F&:3(&<"&
44(H"/$& "& '(5()")& 35& 0".$)& -)(-,0,(5#$& (-$560,-$& (5& -$0>")"-,65& /(& 4$%& H(-,5$%F&
')"-,"%&"&(%#$F&%(&<"5&,5%#"4"/$&4$%&>),5-,>"4(%&@"5-$%&.&(0>)(%"%&:3(&%,)H(5&>")"&/")&
%()H,-,$&"&4"&)(',65Q

N4&035,-,>,$&-3(5#"&-$5&35&>)(%3>3(%#$&/(&STUVFVWXFYVZQ[[&G,44$5(%&/(&>(%$%&/(&4$%&
-3"4(%&SYYFZTXF[UWQ[[&G,44$5(%&/(&>(%$%&%$5&/(%#,5"/$%&>")"&$@)"%&.&"--,$5(%F&(4&#(0"&
"&>4"5#(")&(5&(%#(&>)$.(-#$&(%&4"&'(5()"-,65&/(&35"&(%#)"#(',"&>")"&(4&"30(5#$&/(&4"&
)(-"3/"-,65& (5& (4& ,5')(%$& /(4& ,0>3(%#$& >)(/,"4F& 0,%0$& :3(& %(& H()*& )(+4(\"/$& (5& 0*%&
"--,$5(%& ">4,-"/"%& >$)& 4"& D/0,5,%#)"-,65& G35,-,>"4& .& "& %3& H(=& (5& 35& "30(5#$& (5& 4"%&
>")#,-,>"-,$5(%&+(/()"4(%&(5&4$%&(\()-,-,$%&>$%#(),$)(%Q

2$0$&-$5%(-3(5-,"&/(4&>$-$&,5#();%&/(&4"%&"/0,5,%#)"-,$5(%&035,-,>"4(%&"5#(),$)(%&(5&
(%#(&#(0"F&%(&<"&'(5()"/$&35&)(="'$&(5&4"%&"-#3"4,="-,$5(%&-"#"%#)"4(%F (4&"%(5#"0,(5#$&
,5+$)0"4&/(&-$4$5,"%&.&$#)$%&+"-#$)(%]Q&D%7&-$0$&35"&>;)/,/"&/(4&,5#();%&(5&(4&-,3/"/"5$&
>$)&-30>4,)&%3%&-$5#),@3-,$5(%F&/(@,/$&"&4"&+"4#"&/(&"--,65&/(&4"&"3#$),/"/&035,-,>"4&(5&
(4& 0$%#)")& 4"%& "--,$5(%& '(5()"/"%& -$5& 0$#,H$& /(4& >"'$& /(& 4"%& -$5#),@3-,$5(%& /(4&
-,3/"/"5$Q

N5&4"&4(.&/(&,5')(%$%&035,-,>"4&.&%('?5&4"&(%#,0"-,65&/(&4$%&/(>")#"0(5#$%&/(&#(%$)()7"&
.&-"#"%#)$F&%(&(%#,0"&-"/"&"R$&35&>)$0(/,$&/(&)(-"3/"-,65&>$)&-$5-(>#$&/(&>)(/,"4&/(&
S^F[[[F[[[Q[[& G,44$5(%& /(& >(%$%F& /(& 4$%& -3"4(%& (5& >)$0(/,$& %(& ,5')(%"5& -()-"& /(&
SWF[[[F[[[Q[[Q
B"&+,5"4,/"/&>),5-,>"4&"4&'(5()")&(%#"&>)$>3(%#"&(%&-)(")&4"%&-$5/,-,$5(%&(5&4"&>$@4"-,65&
>")"&:3(&%(&>3(/"&"30(5#")&4"&)(-"3/"-,65&.&(%#$&"&%3&H(=F&)(+4(\")%(&(5&"--,$5(%&:3(&
4"&-,3/"/"57"&>3(/"&%(5#,)&.&/(&(%#"&0"5()"&%('3,)&0$#,H"5/$&"&:3(&"R$&-$5&"R$&%(&
"30(5#(Q

B"%&>),5-,>"4(%&:3(\"%&/(&4"&-,3/"/"57"&(5&(4&G35,-,>,$&/(&E%4"F&>),5-,>"40(5#(&(5&4"&=$5"&
3)@"5"F&(%&4"&(+,-,(5-,"&(5&(4&%()H,-,$&/(&4,0>,"&>?@4,-"F&"4&+,5"4&/(&4"&"/0,5,%#)"-,65&X[TZ_
X[TY& %(& -$5#"@"& -$5& 35& >"):3(& H(<,-34")& (5& 0"#(),"& /(& 4,0>,"& >?@4,-"& /(& X&
-$0>"-#"/$)(%&(5&(%#"/$&-)7#,-$&.&35&-"0,65&/(&H$4#($&/(&TZ&>,(%&`:3(&(5&$-"%,$5(%&
%3>47"&4"%&+35-,$5(%&-3"5/$&"4'35$&/(&4$%&X&(:3,>$%&(%#"@"&%,5&$>()")ab&"4&,5,-,$&/(&4"&
"/0,5,%#)"-,65&X[T^_X[XT&%(&"/:3,),()$5&X&(:3,>$%&-$0>"-#"/$)(%&0(/,"5#(&35"&"--,65&
/(&cOJLDGde!cF&#"0@,;5&%(&4(&/,$&35&0"5#(5,0,(5#$&0".$)&"&4$%&X&."&(M,%#(5#(%F&(%#$&
"35:3(&%,)H,6&>")"&0(\$)")&(4&%()H,-,$&/(&4,0>,"&>?@4,-"&5$&+3(&%3+,-,(5#(&."&:3(&%,'3(5&
03.&+)(-3(5#(0(5#(&+"44"5/$&4$%&(:3,>$%F&(%#$&>$)&35&+"-#$)&03.&>)($-3>"5#(&:3(&(%&>$)&
(4&%"@$#($&,5#()5$&/(&4$%&$>()"/$)(%F&."&:3(&%$5&>()%$5"4&/(&%,5/,-"#$&.&(%&35&#(0"&:3(&
<"&H(5,/$&>)(%(5#*5/$%(&>$)&(4&/(%-3,/$&#"0@,;5&/(&4"%&"/0,5,%#)"-,$5(%&035,-,>"4(%&.&
#"4&H(=&>$)&(H,#")&"4'35"&/,%-3%,65&,5#()5"&-$5&(4&>()%$5"4&$&#(0"%&>$47#,-$%F&(5&+,5F&%("&
-3"4&%("&(4&0$#,H$&<"&%,/$&35&+"-#$)&:3(&<"&"+(-#"/$&(4&%()H,-,$&"&4"&-,3/"/"57"Q

G(/,"5#(& 35& "5*4,%,%& >$)& >")#(& /(4& /(>")#"0(5#$& /(& 4,0>,"& >?@4,-"& .& 4"& \(+"#3)"& /(&
'"@,5(#(F& /(& 4"& "/0,5,%#)"-,65& X[T^_X[XTF& %(& (%#,06& :3(& >")"& @),5/")& 35& %()H,-,$&
(+,-,(5#(&"&4"&-,3/"/"57"&%(&5(-(%,#")7"5&"4&0(5$%&^&$&T[&-"0,$5(%&-$0>"-#"/$)(%F&(%#$&
'")"5#,=")7"&4"&-$@()#3)"&/(4&%()H,-,$&(5&(4&*)("&3)@"5"&.&"4&0(5$%&H,%,#"%&%('3,/"%&>$)&
@4$:3(&"&4"%&f^&-$035,/"/(%&-$5&4"%&:3(&-3(5#"&(4&G35,-,>,$Q

!(@,/$&"&:3(&>$)&>")#(&/(4&>)(%3>3(%#$&035,-,>"4&/(&4$%&+$5/$%&+(/()"4(%&5$&(%&>$%,@4(&
"30(5#")& "/:3,),)& #"5#$%& -"0,$5(%F& %$4"0(5#(& %(& >3(/(& /(%#,5")& 35& ">)$M,0"/$& /(&
SUF[[[F[[[Q[[& 0,44$5(%& "53"4(%& /(& cOJLDGde!c& >")"& 4"& "/:3,%,-,65& /(& H(<7-34$%F&
#"0@,;5&/(@,/$&"&:3(&(4&"))(5/"0,(5#$&(%&/(0"%,"/$&-")$&>3(%&)$5/"&4$%&SW[F[[[Q[[&"&
SYfF[[[F[[& >(%$%& 0(5%3"4(%& )(%34#"& 03.& -$0>4,-"/$& (4& >$/()& -$%#(")4$& >")"& (4&
035,-,>,$Q
2$0$&"5#(-(/(5#(%&#"0@,;5&(%#*&(4&#(0"&:3(&4"&">4,-"-,65&/(4&)(-3)%$&)(-"3/"/$&>$)&
,0>3(%#$&>)(/,"4&(%&3#,4,="/$&>")"&-30>4,)&$@4,'"-,$5(%&(5&0"#(),"&/(&%"4"),$%&.&'"%#$%&
$>()"#,H$%& /(4& ".35#"0,(5#$F& ."& :3(& "4& %()& 4$%& >),0()$%& 0(%(%& /(4& "R$& (5& (4& :3(& %(&
,5')(%"&(%#(&>"'$F&%(&#$0"&(5&-3(5#"&:3(&"4&5$&<"@()&>)$>3(%#"&/(&,5H()%,65&&$&"35:3(&
(%#"&%(&0(#,()"&(5&#,(0>$&.&+$)0"F&/(@,/$&"&4$%&#,(0>$%&/(&4"&1(-)(#")7"&/(&c,5"5="%&/(4&
N%#"/$&5$&%(&>3(/(&<"-()&3%$&/(&4$%&+$5/$%&.&(%$&)(#)"%"&4$%&>)$-(%$%&/(&">4,-"-,65&/(&
4$%&)(-3)%$%Q

!(&,'3"4&+$)0"F&<"%#"&(4&"R$&X[T[&%(&"')('"@"&35&-")'$&"53"4&(5&(4&,0>3(%#$&>)(/,"4&/(&
SXf[Q[[&>(%$%&"&4$%&-,3/"/"5$%&>$)&-$5-(>#$&/(&4,0>,"&>?@4,-"F&(%#$&>$/7"&#)"/3-,)%(&(5&
/3>4,-")& (4& ,5')(%$& >)$>,$F& %,5& (0@")'$F& (4& "4-"4/(& (5& #3)5$& #$06& 4"& /(-,%,65& /(& 5$&
-$@)")4$&0*%F&(%#$&'(5()6&:3(&4"&-,3/"/"57"&(5&"R$%&>$%#(),$)(%&#$0")"&"&0"4&:3(&%(&
,5#(5#")"& H$4H()& "& -$@)")F& >3(%#$& :3(& 4$& H(7"5& 0"4& .& <"%#"& 44('6& "& <"@()& >)$#(%#"%&
-,3/"/"5"%&-3"5/$&(%#$&%(&,5#(5#$&(5&4"&"/0,5,%#)"-,$5(%&X[TZ_X[TYQ

89$)&:3;&(4&-,3/"/"5$&)(-<"="&(4&>"'$&>$)&-$5-(>#$&/(&4,0>,"&>?@4,-"A
C"@4"5/$&(5&>")#,-34")&/(4&#(0"&/(&4,0>,"&>?@4,-"F&(%#"&%(),(&/(&%,#3"-,$5(%&<"&'(5()"/$&
(4& <")#"='$& -,3/"/"5$& >$)& 5$& H()& )(%34#"/$%& >$)& >")#(& /(& 4"%& "/0,5,%#)"-,$5(%&
035,-,>"4(%& .& (%#$& %(& #)"/3-(& (5& +"4#"& /(& ,5#();%& -,3/"/"5$& (5& (4& >"'$& /(& %3%&
-$5#),@3-,$5(%F&35"&@"\"&)(-"3/"-,65&035,-,>"4&/(&,5')(%$%&>)$>,$%&.&#"0@,;5&4$%&0"4$%&
0"5(\$%&>$)&>")#(&/(&4$%&'$@,()5$%&(5&#3)5$&%(&#)"/3-(&(5&(%#"&+"4#"&/(&-)(/,@,4,/"/Q

&
9)$>3(%#"%&
TQ_&N%#)"#(',"&>")"&,5-(5#,H")&"4&-,3/"/"5$&"&-30>4,)&-$5&4$%&>"'$%&/(&>)(/,"4&.&4,0>,"&
>?@4,-"Q

d5$&/(&4$%&>),5-,>"4(%&0$#,H$%&(%&4"&+"4#"&/(&-)(/,@,4,/"/&(5&(4&-,3/"/"5$&-$5&%3&'$@,()5$F&
"%7&-$0$&(4&"@3)),0,(5#$&(5&4"%&0,%0"%&(%#)"#(',"%&/(&%,(0>)(F&/(&-"0>"R"%&(5&)(/(%&
%$-,"4(%F&0(/,$%&/(&-$035,-"-,65&(#-QF&(5&/$5/(&(4&#,#34")&/(4&(\(-3#,H$&035,-,>"4F&%"4(&"&
/(-,)& :3(& <".& /(%-3(5#$%& >")"& >(5%,$5"/$%F& \3@,4"/$%& .& #()-()"& (/"/F& /(%-3(5#$& (5&
034#"%& .& )(-")'$%F& "%7& -$0$& ,0*'(5(%& :3(& 03(%#)"5& (%#$%& 0,%0$%& /"#$%F& :3(& <"%#"&
-,()#$&>35#$&>$/)7"5&44('")&"&+35-,$5")&(5&4"&-,3/"/"57"&)(%>$5%"@4(F&:3(&#,(5/(5&"&%()&
4$%&"/34#$%&0".$)(%&>3(%&%,&<"-(5&3%$&/(&(%#$%&@(5(+,-,$%F&>()$&5$&%,0>4(0(5#(&/(@()7"&
:3(/")&"<7Q

1(& >)$>$5(& 35"& -"0>"R"& >$)& >")#(& /(4& "4-"4/(& `(%"a& (5& #3)5$& (5& /$5/(& <"'"& 35"&
)(5/,-,65&/(&-3(5#"%&/(4&/,5()$&:3(&%(&H"&)(-,@,(5/$&.&0$%#)"5/$&(5&:3(&"--,$5(%&%(&<"&
,/$& 3#,4,="5/$F& (%#$& '(5()"& 35& "30(5#$& (5& 4"& -$5+,"5="& .& -)(/,@,4,/"/& /(4& -,3/"/"5$F&
)(%34#"&%()&35"&(%#)"#(',"&,55$H"/$)"&:3(&0$#,H")*&"4&-,3/"/"5$&"&%('3,)&-30>4,(5/$&.&
-)("5/$&35"&,0"'(5&<$5(%#"&/(4&>)(%,/(5#(&035,-,>"4&.&"&%3&H(=&%3&"/0,5,%#)"-,65Q

N%&35"&(%#)"#(',"&:3(&+35-,$5"&"&0(/,"5$&>4"=$F&>3(%#$&:3(&4$&:3(&%(&">4,-"&35&"R$F&%(&
H()*&)(+4(\"/$&"&+3#3)$&(5&(4&"30(5#$&/(&4"&)(-"3/"-,65Q

XQ_&!(%#,5")&35"&>")#(&/(4&)(-3)%$&035,-,>"4&>")"&<"-()&35"&"-#3"4,="-,65&-"#"%#)"4F&(%#$&
'(5()")*&(4&"30(5#$&/(4&>"/)65&.&"%7&>$/()&,)&"30(5#"5/$&4"&-">#"-,65&/(&)(-3)%$%&"&
>")#,)&/(4&3%$&/(&4"&-$035,-"-,65&>$47#,-"Q

g)"5& >")#(& /(4& 0(\$)"0,(5#$& (5& 4"& "-(>#"-,65& /(& 4$%& '$@,()5$%& >$)& >")#(& /(& 4$%&
-,3/"/"5$%&(%&(4&-$))(-#$&0"5(\$&/(&4"&-$035,-"-,65&>$47#,-"&.&(%&>$)&(%$&:3(&%3)'(&
(%#"&>)$>3(%#"F&:3(&#"0@,;5&>")#(&/(&4"&/,%>$%,-,65&/(&4$%&"-#$)(%&>$47#,-$%&(5&+35-,65&.&
/(4&4,/()"='$&:3(&#(5'"5&(5&%3%&-$4"@$)"/$)(%Q
1,5&/3/"&%(&%"@(&:3(&5$&(%&35"&#")("&+*-,4F&>()$&)"/,-"&(5&35&-"0@,$&/(&-$5-,(5-,"&.&
(0>(=")&"&3#,4,=")&4"&>$47#,-"&>")"&4$&:3(&(%&(4&0(\$)"0,(5#$&/(&4"%&-$5/,-,$5(%&/(&H,/"&
/(& 4$%& -,3/"/"5$%& .& @),5/")& %()H,-,$%& 035,-,>"4(%F& :3(& (%& 35"& $@4,'"-,65& /(& 4"&
"/0,5,%#)"-,65&>?@4,-"Q