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¡Sé Parte de un Grupo Estratégico! - Think&Start

¡Sé Parte de un Grupo Estratégico!

¡Sé Parte de un Grupo Estratégico!

planificacion_estrategica (crédito: grupos.emagister.com)

Las compañías que están dentro de una industria son diferentes en gran medida entre sí en la forma en que posicionan estratégicamente sus productos en el mercado, como pueden ser por: canales de distribución que usan, segmentos del mercado que atienden, calidad de sus productos, liderazgo tecnológico, servicio a clientes, política de fijación de precios, política de publicidad y promociones.

Es muy común que en todas las industrias, las compañías siguen un modelo de negocios similar al que intentan aplicar otras que también forman parte del grupo, aunque diferente del modelo de negocios que siguen compañías de otros grupos. Estos se les conocen como Grupos Estratégicos.

Las tácticas que generalmente se usan son dos. Unas son las de alto riesgo, donde buscan invertir en Investigación y Desarrollo para mejorar o crear un producto mejor que el de la competencia. Esto a la larga le generará elevadas ganancias. También están las tácticas de bajo riesgo, donde realmente no invierten tanto capital en mejorar el producto, más que mantenerlo para satisfacer las necesidades del cliente. Esto sólo da como resultado el que tengan pocas ganancias. Y saben de antemano que no podrán tener más ingresos de los que ya conocen mientras no inviertan en mejorar el producto o crear algo nuevo.

¿Qué oportunidades y amenazas en una industria existen el ser un parte de un grupo estratégico? Los clientes tienden a ver sus productos como sustitutos directos entre sí. Que la rivalidad provenga de aquellos mismos que pertenecen al grupo. Otra consecuencia competitiva es que diferentes grupos tienen una posición diferente respecto a cada una de las fuerzas competitivas. Es decir, se enfrentan a diferentes oportunidades y amenazas. Más claramente revisemos los artículos anteriores de las fuerzas competitivas de Michael Porter.

Existen también barreras que van a impedir el movimiento de las compañías entre grupos estratégicos. Incluyendo las barreras de entrada a un grupo y las impuestas para salir de ellos. Si se desea cambiar, se debe evaluar si tiene la capacidad de igualar, y de superar a sus competidores potenciales de dicho grupo. De preferencia debe ser económicamente rentable antes de decidir si vale la pena moverse.

Los invito a hacer un análisis que les pueda revelar nuevas oportunidades de competir en una industria al desarrollar un producto nuevo para satisfacer mejor las necesidades de los clientes. El determinar similitudes y diferencias entre las compañías de una industria y encontrar una solución a los temas tan amplios que existen para destacar en la competencia de una industria.