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CAMBIO ESTRATEGICO Y ORGANIZACIONA LUIS CARLOS FERNANDE COD. 4943
MARCO TEORICO 5 FUERZAS DE PORTER CASO: SOUTH AFRICAN BREWERIES (SAB
Es t amet odol ogí ades ar r ol l adaporMi c haelPor t eres t udi al ast éc ni c asdelaná d el ai n du s t r i aos e c t o ri n du s t r i a l ,d efi n i d o ¨c o mo mo e lg r u po d ee mp mpr e s as pr oduc enpr oduc t osques ons us t i t ut oscer c anosent r es i¨ ( Por t er ,1995: 25) ,c o fi nd eh ac e ru nae v a l u ac i ó nd el o sa s pe c t o sq uec o mp mp on ene le nt o r n od el n eg o des deunp unt odev i s t aes t r at égi c o.Es t ame t odol ogí aper mi t ec onoc erels e i ndus t r i alt eni endoenc uent av a r i osf ac t or esc omo:elnúmer odepr o v eedor c l i en t e s ,l af r o nt e r ag eo gr á fi ca d elme r c a do ,ele f e c t od el o sc os t o se n ec onomí asdees c al a,l oscanal esdedi s t r i buc i ónpar at enerac c es oal oscl i en elí n di c edec r ec i mi ent odelmer c ad o yl osc ambi ost ec nol ógi c os .Es t osf ac t n os l l e v aad et e r mi n arelg r a do d ei nt en s i da dd el a sv a r i a bl es c o mp mp et i r epr es ent adasen pr ec i o,c al i dad delpr oduc t o,s er v i c i o,i nno v ac i ón;y a que al gunasi ndus t r i aself ac t ordeldomi ni opuedes erelpr ec i omi ent r asqueeno elénf as i sc ompet i t i v os epuedec ent r arenl ac al i dad,els er v i c i oalc l i ent eoe i nt egr ac i ónoc ooper ac i óndepr o v eedor esyc l i ent es .
Elanál i s i sdels ec t ori ndus t r i alnosper mi t el ogr arunac ar ac t er i z ac i ónec onó d omi n an t ee nl ai n dus t r i a , de t e r mi n ar c ua l e ss on l a sf u er z as c omp et i Read Free For 30 Days Sign up to vote on title oper ant esenel l ayquet anpoder os ass on,i dent i fi c a r l os i mp uthis l s or esdec amb i Useful Not useful s u sp os i b l e si mp ac t o s ,c o n oc e rl ap os i c i ó nc o mp mCancel p e t i t i v ad e l a se mp mp r e s a anytime. Special offer for students: Only $4.99/month. es t abl ec erl osf ac t or esc l av esdeéx i t oenl ai ndus t r i aei dent i fi c arl ar i v al i dadd
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d ee l e me nt o sq ue i n c i d en e ne lc o mp or t a mi e nt o ,c o mo e ne lr e s u l t a do d e empr es ayas uv ezenl osdes ar r ol l oses t r at égi c os .
Enel c as oes pec í fi c odeSout hAf r i c anBr e wer i es( SAB) ,pod emosr ef er enc i ar f u er z a sd e Po r t e rpa r aa na l i z a rs uh i s t o r i ac o mo u na d el a sc e r v e c e r í a s gr andesdelmundo,quehast aeldí adehoysi gueexpandi éndoseenelmund c onl aes t r at egi adeas oc i ar s ec onc er v ec er í asl oc al esal ol ar godel mundo.
1 .El
er e f e r e nc i ingreso potencial de nuevos competidores: Hac d es e oq uet i e neu nae mp r e s ad ei n gr e s a ra lme r c a d oc o ne lfi nd eo bt e ne r par t i c i pac i ónenél .Es t ei ngr es odependedeunas er i edebar r er asc r eadaspo c ompe t i dor ese xi s t ent esde t er mi na dos ielmer c adoesonoat r ac t i v oyl asc u es t ánr ep r e s en t a da sen :
1 . 1Ec o no mí a sd ee s c al a .Es t a ss er e fi er e nal a sc o nd i c i o ne sd ec o s t o se nc a d u nod el o sp r o c es o sd eln eg oc i oc o mo :f a br i c a c i ó n,c o mp r a s ,me r c a de o,c a d You're Reading a Preview de abas t ec i mi ent o,di s t r i buc i ón e i nv es t i gac i ón y des ar r ol l o.Es t as c ondi c i o Unlock full access with ae free p ued enc o ndu c i rau nd es a l i e nt op ar ae li n gr sotrial. d ec o mp et i do r e sp ot e nc i a l e s qu es ev e r í a no bl i g ad osai n gr e s ars o br eu nab as eengr ane s c al aod es v e nt With Free Trial e nc o s t o s . Esd eb i d oaé s t oDownload q uemu c h a sc er v e c e r a si n t e r n ac i o na l e snos e a l e nt a do a e n t r a rd el l e no e ne lme r c a d oa f r i c a n o,a ún c u a nd ol u eg od e d es ap ar i c i ó nd ela pa r t h ei de nSu dáf r i c a,v i e r o nmu c ha se mp r e s asae s t ar e c omounmer c adoi nt er es ant epar as uspr oduc t os ,i nc l u i dal ai ndus t r i ac er v e c t De bi doal ospr e c i o sq uee r a nr e al me nt eb aj o sp orp a r t e d eon S B, l o sp o e nc i Read Free For 30A Days Sign up to vote this title c ompe t i d or est e nd r í a nq uee nt r a rat r a t a rd eu n r c a do c aNot s imo n op ol i z ad o Useful useful me Cancel anytime. u nb a j o ma r g en d ec o nt r i b uc i ó n yc o nt o da sl a st r a ba sq ue i mp l i c ai n i Special offer for students: Only $4.99/month. c ompet enc i aenunt er r i t or i odes c onoc i do
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cal i dad de SAB,que aún en un mer cado cas imonopol i zado,son de ópt a c ep t a c i ó n,pu es l ac e r v e c e r ae s t ái d en t i fi c a da c o no f r e c er a s u sc l i e n pr oduc t osdee x c el ent ec al i dadamuybaj oc os t oyof r ec i e ndol ame j orat enc i ó c l i e nt ep os i b l e ,y aq ue l e sp r e oc u p ae nt o do mo me nt ol as a t i s f a c c i ó n c ons umi dor .Es t ohac equet r at arder omperes a“ l eal t ad”pr oduc t or c l i ent esea v er dad,unpr oc es omuydi f í c i l deal c anz ar .
1 . 3 Re qu i s i t o sd e c a pi t a l . Co r r e s po nd e al o sr e qu er i mi e nt o se n r e c u fi nanc i er ospar ac ompe t i re nl ai ndus t r i a.Es t osr equer i mi ent oses t ána soc i a c onl osr ec ur s ospar a:i nf r aes t r uc t ur a,equi pos ,c api t aldet r abaj o,pr omoc i ónyl r es er v aspar ac ubr i rpos i bl espér di dasent r eot r os .Esobv i oquei nc ur s i onare nuevo mer cado gener a cos t os al t os que muy pocos compet i dor es est ar di s pues t osaas umi r .Elr i es goesmuyal t o,pores os epi ens aquesól ol acr ea de gr andes al i anzas podr í a si gni fic arun campanazo de at enci ón par a empr e s ac o moSou t hAf r i c a nBr e we r i ese ns upr o pi ot er r e no .
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Unlock full access with aa free 1 . 4 Ac c e s o al o sc a na l e sd e d i s t r i b uc i ó n .L strial. n ue v a se mp r e s as t e nd r í a n as egur arl adi s t r i buc i óndes upr oduc t oydebenc onv enc eral osdi s t r i bui dor Download With Free Trial c o me r c i a nt e sa c t u al e saq u ea c e pt e ns u sp r o du c t o sos e r v i c i o s me di r educ c i óndepr ec i osyaume nt odemár genesdeut i l i dadpar ael c anal ,al i gua l c o mp r o me t e r s eenma y o r e ses f u er z o sd ep r o mo c i ó n,l oq uep ue dec o n du c i ra r educ c i óndel asut i l i dadespar ac ua l qui erempr es ae nt r ant e.Enes t eas pec t c ons i der aaSo ut hAf r i c anBr e wer i escomoun ap i on e r a n u t e r r i t or i o, puess Read Free Fors 30this Days Sign up to e vote on title c anal esdedi s t r i buc i ónsonun ar eddecol abor ac i ón muybi enNot el a bor ada. Useful useful
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15 Pol í t i c a guber nament alLas r egul ac i on es delgo bi er no puede l i mi t ary
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2 .La
intensidad de la rivalidad entre los competidores actuale Es t af uer z ac ons i s t eenal c anz arunapos i c i óndepr i v i l egi oyl apr ef er enc i a c l i ent eent r el asempr es asr i v al es .Lar i v al i dadc ompet i t i v as ei nt ens i fi cac ua l o sac t o sdeunc omp et i d ors o nu nr e t op ar aun ae mp r e s aoc ua nd oe s t ar e c on o u nao por t un i d adpa r ame j o r a rs up os i c i ó ne ne lme r c a do .
2 . 1L ar i v a l i d ad s ei n t e ns i fi c ac u an do h aymu c ho sc o mp et i d or e soi g ua l m e qu i l i b r a do s .Mi e nt r a s ma y o rs ea l ac a nt i d ad d ec o mp et i d or e s ,ma y o re pr o bab i l i d ad d ea c c i on es e s t r a t é gi c a s ys il os r i v a l es es t án en i gu al da d c ondi c i ones ,r es ul t amásdi f í c i lquea l gunasdomi nenelmer c ado.Enelc as o SAB e so bv i oq uel ac o mp et e nc i as ed as ó l oan i v e lg l o ba l ,y aq uee ns up r t e r r i t o r i on os e r áa me na z ad ae nl omí n i mop oro t r a se mp r e s asc omoHe i n ek e n Gu i nn es sq ue h an p r ef er i d oc o nc ed erl i c e nc i a sd ep r o du cc i ó n,d i s t r i bu c i ó n mar k e t i ngl o cal esaSout hAf r i c anBr e wer i esenl ug ard et r at ardehac ernego porc uent apr opi a.
2. 2Lar i v al i dadesi nt ens ac uandoha yunc r ec i mi ent ol ent odel ai ndus t r i a. You're Reading a Preview me r c a doe s t ae nc r e c i mi e nt ol a se mp r e s ast r at a nd emax i mi z ars u sr ec u r s o s Unlock full access free trial. at en dereli nc r ement oenl ad eman d a dewith l osac l i en t es ,per oc uandoelc r ec i mi es l ent o, l a compet enci a se convi er t e en un escenar i o por buscar m With Free Trial p ar t i c i p ac i ó ne nelme r c ad o.Download Pa r aSAB esi mpo r t a nt et e ne res t epu nt oe nc u e alt r at ar s edegl obal i z ac i ón,dondeelc r ec i mi ent odel ai ndus t r i aesmí ni moy c ompe t i d or ess ep r eo c up anmá sp ore lh ec hod ea mp l i a rs up ar t i c i p ac i ó ne nd i mer cado.
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c os t ot ot all asempr es ast r at ar ándeut i l i z arelmáx i mopos i bl edes uc apac i
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que cuando doscompañí asse encuent r an en una mi sma ár ea geogr áfic a p ue de g en er a rma y o rr i v a l i d ad y ma y o rc o n oc i mi e nt od el a sa c c i o ne sd e c o mp et e nc i a .
3 . La
Dosbi eness ons us t i t ut oss i presión de productos sustitutos .“ deel l ospuedes us t i t ui ralot r odebi doaunc ambi odec i r c uns t anc i as ”( Ni c hol 1997: 113) .Enuns ec t orels us t i t ut odelbi enos er v i c i opuedei mponerunl í m l o sp r e c i o sd ee s t o sb i e n es ;e s t og en er aq ue mu c h ase mp r e s a se nf r e nt e n est r echa compet enci a con ot r as debi do a que sus pr oduct os son bueno s us t i t ut os .Ladi s poni bi l i daddes us t i t ut osgener aqueelc l i ent ees t ec ont i nuam compar ando cal i dad, pr eci o y desempeño esper ado f r ent e a l os cos c amb i a nt e s .Cu an do elc ompe t i d orl o gr ad i f e r e nc i a run b i e n os e r v i c i oe n di mens i onesquel oscl i ent esv al or anpuededi s mi nui rel at r ac t i v odel s us t i t ut o.
El 4 .
poder de negociación que ejercen los proveedores .Elpode You're Reading a Preview n eg oc i a c i ó nd el o sp r o v e e do r e se nu na i n du s t r i ap ue de s e rf u er t eod é Unlock full access with a free trial. d epe ndi e ndod el a sc on di c i o n e sd el me r c a do e n l ai n du s t r i ad elp r o v eed or i mp or t a nc i ad elp r o du c t oq ue o f r e c e.L os p r o v e ed or e st i e ne nu np od ere n With Free Trial mer c adoc uandol osar t í c ul osDownload of r ec i dos es c as eanyl osc l i ent esgener anu na demandaporobt ener l os ,l l e v an doal osc l i ent esaunapos t ur adenegoc i ac i ónm d éb i l ,s i e mp r eq uen oe x i s t a nb ue no ss u s t i t u t o syq uee lc o s t od ec a mb i o e l e v a do .Elp od erd en eg oc i a c i ó nd elp r o v e ed ord i s mi n uy ec u an dol o sb i e n s er v i c i osof r ec i doss onc omunesye xi s t ens us t i t ut os . n u n s ec t ori n dus t r i Read Free For 30this Days Sign up toE vote on title gr up odepr o v ee do r est i e nepo de rd en eg oc i a c i ón a nd o: Not useful Useful cu
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Es t ac o nc e n t r a doenun asp o c a semp r e s a sg r a nd es .
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El poder de negociación que ejercen los clientes compradores.Loscl i ent esquec omponenels ec t ori ndus t r i alpuedeni nc l i n b al a nz ad en eg oc i a c i ó nas uf a v o rc u a n do e x i s t e ne ne lme r c a d op r o d u s us t i t ut os ,ex i genc al i dad,uns er v i c i os uper i orypr ec i osbaj os ,l oquec ondu qu el os p r o v ee dor e sc o mpi t a n en t r e el l o sp ore s ase x i g en c i as .L os c l i e nt e compr ador essonpoder ososcuando: 5 .
• •
• • •
•
Compr anunapar t es us t ant i v adel pr oduc t ot ot al del ai ndus t r i a. L asv e nt asd elp r o du c t oq uec o mp r a nr e pr e s en t aunapar t es u s t a nt i v a l osi ngr es osanu al esdel ospr o v eedor es . Lospr oduc t osquec ompr apar ael s ec t ori ndus t r i al nos ondi f er enc i ados . En f r en t ac o s t osca mb i a nt e sb aj o spo rc a mb i ardep r o v ee do r . L osc l i e nt espl ant eanun aa menaz ac r eí bl edei nt egr ac i ónhac i aat r áse n eg oc i od el o spr o v ee dor e s . L os c l i e nt e se s t á nb i e ni n f o r ma do s o br el o sc o s t o s yp r e c i o sd e pr oduc t osof r ec i dosporel pr o v eedor . You're Reading a Preview
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