Caso práctico de Matsushita

UNIVERSIDAD TECNOLÓGICA NACIONAL EXTENSIÓN UNIVERSITARIA UNIVERSITARIA

CARRERA

MAESTRIA DE NEGOCIOS

MATERIA

ADMINISTRACION

CASO

MATSUSHITA

CLASE Nro.

1

FECHA

08/08/02

PROFESORES

MBA JAVIER GONZÁLEZ

COLABORADOR

Ing. FERNANDO LUIS GACHE

U.T.N. EXTENSIÓN UNIVERSITARIA

INGENIERÍA GERENCIAL

COMPETITIVIDAD  ESTRATEGIA

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P5)(#* 4 ,+ 




'('$+* %o#$*7&+ *7*r%*,or 3 %+#$r*&(@*,oK '+)"#,o ;"#,= "# 7*#%o ,+ &* +r+'* +# +& %"*& +r*# ,+o'($*,*' &*' )*#*#%(*' ,+ &*' ,(6('(o#+' 3 ,+& %"*& +r*# o7&()*,*' * 'o&(%($*r r+%"r'o' *r* +or*(+#$o' +# )+#+r*&K $+r%+ro %+#$r*&(@= &* ;"#%(=# ,+ +r'o#*&. %o#'(,+r*7* *& #o7r+ %oo +& r+%"r'o 5' (or$*#$+ ,+ &* +r+'*. H*'$* o3 #(#)# +&+*,o or +#%(#* ,+& r(+r #(6+& +r5r<"(%o ;"+ %o#$r*$*,o '(# "#* r+'+&+%%(=# %+#$r*&. So# $*7(># %"(,*,o'*+#$+ +'$",(*,*' $o,*' &*' roo%(o#+' ,+ &o' #(6+&+' )+r+#%(*&+'. F(#*&+#$+ +# %"*r$o &")*r %+#$r*&(@o +& +#$r+#*(+#$o 75'(%o <"+ (#%&"3+9 "# ;"+r$+ >#;*'(' +# &o' 6*&or+' <"+ M*$'"'($* $r*#'($(= * &o &*r)o ,+& $(+o. A $r*6>' ,+& $(+o M*$'"'(&($* *&$+r#*$(6*+#$+ ;"+ *,(%(o#*#,o 3 '"'$r*3+#,o ;"#%(o#+' <"+ %orr+'o#,*# * &* $o,* &* +r+'* $*&+' %oo %+#$ro' ,+ I$o + (#)+#(+r* ,+ ro,"%%(=# %+#$r*&(@*,o'. E# 14J or)*#(@o &*' ,(6('(o#+' +# )r"o' ,+ ro,"%$o' %o# '"' )+r+#$+' '"7or,(#*,o' 6+r$(%*&+#$+ *& r+'(,+#$+ ,+ &* +r+'* 3 or(@o#$*&+#$+ *& )r"o ,+ 6(%+r+'(,+#$+' <"+ '+r6*# %oo +'+%(*&('$*' %o# %o#o%((+#$o' ,+$*&&*,o' 'o7r+ &*' ;*(&(*' ,+ ro,"%$o'. P*r* &o' )+r+#$+' +r* "#* %o#$r*,(%%(=# +& +%o ,+ ,++#,+r ,+ ,o' +;+'. M*$'"'($* %o# r+&*%(=# * +'o 'o&* ,+%(r <"+ $o,o' %r+%+o' 'o7r+ &* or(+#$*%(=# ,+ ,o' +;+'  +& *,r+ 3 &* *,r+  3 <"+ +r* *&)o #*$"r*& +& +%o ,+ *%+r *&*7*r('o' +#$r+ or,+#+' 3 %oor$*(+#$o' ,(;+r+#$+'. ,+ +'$* *#+r* **r+%*# &o' r(+ro' (#,(%(o' ,+ &* or)*#(@*%(=# *$r(%(*& $*& 6+@ "#o' ,(+@ *o' *#$+' ,+ '" ,(6"&)*%(=# )+#+r*&(@*,* +# &o' E'$*,o' U#(,o'. M*$'"'($* ;()"r* +#$r+ &o' r(+ro' <"+ r+%o#o%(+ro# <"+ %+#$r*&(@*%(=# 6+r'"' ,+'%+#$r*&(@*%(=# %o#'$($"3+ "# %o#;&(%$o (#'+*r*7&+ 3 <"+ "+,+# +?('$(r *7o' +# &*' )r*#,+' or)*#(@*%(o#+'. Por +'$* r*@=# +?+r(+#$= %o#$(#"*+#$+ "#* *#+r* ,+ *'+)"r*r &* 6($*&(,*, ,+ '" or)*#(@*%(=#. *'*" O*o$o ++%"$(6o ,+ M*$'"'($* %o+#$*9 C"*#,o +'$",(*o' &*' %*r*%$+r'$(%*' )+#+r*&+' ,+ M*$'"'($* 6+o' * &* ,+'%+#$r*&(@*%(=# 3 * &* %+#$r*&(@*%(=# '()"(+#,o "#* +'+%(+ ,+ +'(r*&. Lo 5' (or$*#$+ #o +' <"+ * ,+'%+#$r*&(@*%(=# '"'$($"3* * &* %+#$r*&(@*%(=# 3 <"+ +'$* %+#$r*&(@*%(=# &"+)o '"'$($"3* * &* ,+'%+#$r*&(@*%(=# '(#o <"+ &o' ,o' %o#%+$o' '+ %o#")"+# ;or*#,o "# $o,o (#,('o&"7&+. S+)# O*o$o +#$r+ 14 3 142 r+'()#*,o * &* %o#;"'(=# 3 r+%+'(=# ,+ o'$)"+rr* M*$'"'($* ,+'*#$+&o '" or)*#(@*%(=# ,(6('(o#*&(@*,* 3 %+#$r*&(@= ;"+r$++#$+ 'o7r+ '" ro(* *"$or(,*,. H*'$* &&+)= * ,(r()(r +r'o#*&+#$+ +& ,+*r$*+#$o ,+ "7&(%(,*, * +'*r ,+ '+r +& ,(r+%$(6o 5?(o ,+ &* +r+'*. QPor <"> E# "#* +%o#o* +# r+%+'(=#

P5)(#*  ,+ 




,+ o'$)"+rr* '+ +#'= <"+ &* +r+'* #+%+'($*7* +'$("&*r &* %o#;(*#@* ,+& %o#'"(,or +# +& ;"$"ro. *%(* &o' (#(%(o' ,+ &* ,>%*,* ,+& 40 +'o' ro7&+*' 3* #o +?('$*#. E# +& +ro,o 14JI44 *7(+#,o *"+#$*,o &* %o+$+#%(* M*$'"'($* +r%(7(= &* #+%+'(,*, ,+ ,+'++*r'+ ;&+?(7&++#$+ +# 6*r(o' ;r+#$+'. I#(%(= "# +r(o,o ,+ ,+'%+#$r*&(@*%(=# %r+*#,o )r"o' ,+ ro,"%$o' (#,++#,(+#$+' 3 *)r+)*#,o ;"#%(o#+' ,+ %o+r%(*&(@*%(=#. A,(#('$r*%(=# + &D '+*r*,*'. E# +& +ro,o 144  10 '"r)(= o$ro o$(6o *r* &* r+%+#$r*&(@*%(=#9 "#* >o%* ,+ )r*# %r+%((+#$o +# $o' +r%*,o' (#$+r#*%(o#*&+'. Po%o' *o' ,+'">' r(#%((o' ,+ &* ,>%*,* ,+& 0 &* +%o#o* +#$r= +# o$ro +r(o,o ,+ r+%+'(=# 3 +'$*#%*(+#$o E'$* 6+@ ,+'%+#$r*&(@= %o# +& ro='($o ,+ ,*r *3or (#(%(*$(6* * &*' "#(,*,+' +'$r*$>)(%*'9 or r(+r* 6+@ %o#%+,(= &+#* r+'o#'*7(&(,*, * &o' )r"o' ,+ ro,"%$o' +# '"' *%$(6(,*,+' ,+ %o+r%(*&(@*%(=# 3 ,+ 6+#$*' E'$+ o6((+#$o %o#$(#"= *'$* 11J %o# )r*,"*& +&((#*%(=# ,+& %"*,ro ,+ +r'o#*&. Co# &* %r('(' ,+& +$r=&+o 3 &* *r*&(@*%(=# ,+ &o' +r%*,o'. * ;(#+' ,+ &* ,>%*,* ,+& 0 &* $+#,+#%(* 6o&6(= * '+r "# %o#$ro& 5' %+#$r*&(@*,o.. D+ +'$* *#+r* M*$'"'($* &*#+* 3 %*7(* '" +'$r"%$"r* or)*#(@*%(o#*&. M*$'"'($* ;"+ (##o6*,or %o# '" '('$+* ,+ %o#$ro& ;(#*#%(+ro 3 $oo r+'$*,o ,+ P(&(' +r+'* o&*#,+'* ,+ ro,"%$o' +&+%$r=#(%o' +& '('$+* ,+ &*#+*(+#$o. Tr*7**#,o +# %o#"#$o &o' ,o' '('$+*' ,*7*# %o+r+#%(* 3 ,(r+%%(=# *& (#+#'o (+r(o %r+*,o or M*$'"'($*. E& &*#+*(+#$o +' '(&+ +ro o,+ro'o. C*,* '+('  +'+' '+ 'o&(%($* * %*,* ,(r+%$or ,+ ,(6('(=# <"+ r+'+#$+ $r+' &*#+'. E& r(+ro * &*r)o &*@o *%$"*&(@5#,o'+ * +,(,* <"+ &*' #"+6*' $+%#o&o)*' 3 ;*%$or+' *7(+#$*&+' *&$+r+# +& ;"$"ro ,+ &* ,(6('(=#K +& '+)"#,o * +,(*#o &*@o <"+ %o(+#@* * ,+o'$r*r %oo +' <"+ &* +r+'* r+$+#,+ $r*,"%(r &* +'$r*$+)(* * &*r)o &*@o +# #"+6*' %**%(,*,+' ro,"%$(6*' 3 +# #"+6o' ro,"%$o' +'+%;(%o' N(#)"#o ,+ +'$o' ,o' &*#+' +' (#$+#'*+#$+ +'$",(*,o or &* *&$* *,(#('$r*%(=# +ro r+%(7+ %o#'(,+r*7&+ *$+#%(=# ,+& )r"o *'+'or +r5r<"(%o ,+#$ro ,+ &* +r+'*. L* %o#$r(7"%(=# 5' (or$*#$+ ,+& ,(r+%$or ,+ ,(6('(=# *& ro%+'o ,+ &*#+*(+#$o +' &o <"+ '+ %o#o%+ %oo Pro)r** *r* +& +r(o,o o+r*%(o#*& ,+& r=?(o '++'$r+. E# +'$+ ro)r** &* ,(6('(=# *%+ ro3+%%(o#+' +' * +' ,+ &* ro,"%%(=# &*' 6+#$*' &*' )*#*#%(*' '$o%' %"+#$*' * %o7r*r #+%+'(,*,+' ,+ +r'o#*& +$*' ,+ %o#$ro& ,+ %*&(,*, (#6+r'(o#+' ,+ %*($*&. E# %*'o ,+ o%"rr(r *&)"#* 6*r(*%(=# "# $*' ;o;%+ r+%&"$*,* ,+& )r"o ,+ *"?(&(*r+' ,+& ,(r+%$or ,+ ,(6('(=# '+ &*#@* r5(,*+#$+ *& +'$",(o ,+ &* %"+'$(=#. M*$'"'($* ;o+#$* &*

P5)(#*  ,+ 




*"$o#o* 3 %o#%+,+ "# (#+#'o 6*&or * &* +r;o*#%+ %o&+%$(6* + (#,(6(,"*&. P+ro "#$*+#$+ %o# "#* 6*r(+,*, ,+ ;*%$or+' <"+ '"'$+#$*# &* 6($*&(,*, +r+'*r(*& &* +r+'* ++r%+ "# %o#$ro& +?$r*or,(#*r(*+#$+ r()"ro'o 'o7r+ *&)"#*' 6*r(*7&+'. E# +'+%(*& +& '('$+* ,+ &*#+*(+#$o o+r*%(o#*& '++'$r*& +' &&+6*,o "3 +# '+r(o. E# %"*#$o *& *'+%$o ;(#*#%(+ro %o+#$* "# ++%"$(6o *+r(%*#o ,+ "#* '"7'(,(*r(* ,+ &* +r+'* +# EE.UU.9 U# "#$o "3 (or$*#$+ +# &* %**%(,*, ,+ M*$'"'($* ,+ *#$+#+r '" +#$"'(*'o +r+'*r(*& * &*r)o &*@o 3 * &o &*r)o ,+ &o' *o' * '(,o. '" ,('o'(%(=# +# +r($(r <"+ &*' ,(6('(o#+' r+$+#)*# *r$+ '"'$*#%(*& ,+ '"' )*#*#%(*' *r* (#6+r$(r&*'. E' ,(;%(& (*)(#*r %=o '+ +';"+r@*# &o' )+r+#$+' %"*#,o '*7+# <"+ 'o# r+'o#'*7&+' ,+ '" ro(o ,+'$(#o. E# &o' EE.UU 'oo'  fanáticos ,+& %o#%+$o ,+ %*r$+r* ,+ ro,"%$o '+)# +& %"*& %(+r$*' ,(6('(o#+' 'o# ,+'o*,*' ,+ '"' r+%"r'o' <"+ 'o# $r*#';+r(,o' *r* &*' +'$r+&&*' 5' ro('or(*'. Co#'(,+r*o' '(&('$*' +'*' (,+*'. C&*ro M*$'"'($* $(+#+ &* %**%(,*, *r* $r*#';+r(r r+%"r'o' * #"+6*' 5r+*' "$(&(@*#,o +& 0 ,+ &*' )*#*#%(*' <"+ r+%(7+ ,+ &*' ,(6('(o#+'. E# %"*#$o * &* %o+r%(*&(@*%(=# &* +r+'* "$(&(@* $r+' $(o' ,+ %*#*&+' ,+ ,('$r(7"%(=# * (#or('$*'9 I &o' <"+ +r$+#+%+# *r%(*& o $o$*&+#$+ * M*$'"'($*K 2 &o' ,+ ro(+,*, r(6*,* +ro <"+ '=&o 6+#,+# *r%*' ,+ &* +r+'*K 3 J &o' (#or('$*' <"+ 6+#,+# $*7(># +r%*,+r*' ,+ &o' %o+$(,or+'. E# 18 M*$'"'($* o'+* 21.000 *)+#$+' +?%&"'(6o' +# !*=# +# %o*r*%(=# %o# Io' 1.000 ,+ So#3. 9 C"+'$(o#*r(o ,+& %*'o M*$'"'($* 1. QC"5& +' &* +'$r*$+)(* ,+ M*$'"'($* 2. QC"5& +' &* +'$r"%$"r* ,+ &* +r+'*. J. R+&*%(=# +'$r*$+)(*  +'$r"%$"r* . R+&*%(=# +'$r*$+)(*  %o#$+?$o. 4. R+&*%(=# +'$r"%$"r*  %o#$+?$o. . QC=o '+ %"&+# o '+ ;"+ro# %"&(+#,o * $r*6>' ,+& $(+o +# M*$'"'($* &o' *$r(7"$o' *$* $* +?%+&+#%(* ,+ P+$+r' 3 *$+r*# . A#*&(%+ +& $r(5#)"&o ,+ P+$+r' +# M*$'"'($* A&)"#o' ,+ &o' $+*' <"+ "+,+# '+r *#*&(@*,o' +# +'$+ %*'o 'o#9 * Coo#+#$+' ,+ &* +'$r*$+)(*.

P5)(#* 8 ,+ 




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P5)(#*  ,+ 

Caso práctico de Matsushita

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