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A traves del modelo de las cinco fuerzas competitivas acunadas por Michael Porter se busca caracterizar e identificar los poderes competitivos de la industria de la comunicacion grafica en Barranquilla-Colombia. La informacion para el analisis es el resultado de entrevistas semi-estructuradas realizadas a tomadores de decision en grandes, medianas y pequenas empresas, junto con informacion secundaria. Se concluye que el sector tiene muchos competidores en su interior, los proveedores son identificables y no son exclusivos, los clientes estan atomizados pero exigen productos a la medida, hay entrantes potenciales con pocas barreras de entrada, pero el conocimiento de la region y la diferenciacion han servido hasta ahora para limitar su ingreso.Through the five competitive forces model of Michael Porter, this research seeks to characterize and identify the competitive power of the industry of graphic communications in Barranquilla-Colombia. The information for analysis is the result of semi-structured interviews conducted with decision makers in large, medium and small enterprises and secondary information. The main conclusions are that the sector has many competitors inside, suppliers are identifiable but not exclusive, customers are atomized but require customized products, there are potential entrants with low barriers to entry, however knowledge of the region and differentiation have served, so far, to limit their entrance.

La industria de la comunicación gráfica en Barranquilla, Colombia: Análisis sectorial desde el enfoque de las cinco fuerzas competitivas