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Analisis Caso Volvo
Analisis Caso Volvo
UU
Introduccin
La Compaa Volvo de Origen Europeo, desde 1975 haba iniciado estrategias de penetracin
Mediante Asociacin a una Compaa Local para ingresar al Mercado de EE.UU, al fracasar
esta estrategia decidieron ingresar al mercado a travs de la compra de dos marcas americanas,
con la idea de utilizar su organizacin. Al final tampoco dio resultados, cambiando de estrategia
y decidieron usar su propio nombre, y como ventaja competitiva su prestigio 1
Anlisis
Antecedentes
Estrategias de Penetracin
En el ao 1981 volvo a travs de su empresa White, decide lanzarse hacia el sector de alta
calidad mediante el modelo integral sleeper, un modelo que introduce un compartimiento para
dormir dentro de la cabina y diversas comodidades, este modelo tuvo xito dado que fue un
recurso exclusivo e innovador, lo cual convirti esto en una ventaja competitiva. La cual no
duro mucho debido a una disminucin en el mercado de camiones de carga pesada al ao
siguiente de sacar esta nueva lnea.
Aunque volvo hace un anlisis histrico del mercado de camiones pesados y adems posea
camiones de muy buen performance, no conto con que el valor que le daba el cliente Americano
era diferente al valor que le daba el cliente Europeo, desde nuestro punto de vista antes de poner
en prctica la estrategia de entrar con camiones que iban muy bien en Europa falto un anlisis
de supuestos sobre el ambiente3 y adems usar la espiral de interaccion 4 entre conocimiento
tcito y explicito para determinar cules eran los gustos, necesidades y requerimientos de los
potenciales clientes.
Conclusiones
Volvo a septiembre del 2002, haba elevado sus ventas, con la introduccin de Recursos
Exclusivos (Camiones con mayores comodidades), pero la entrada en vigencia de una
regulacin de la EPA, provoco una disminucin de las ventas de todo el mercado. Por lo que
volvo tambin perdi en ese entorno. Aqu podemos ver como un factor del entorno que no
fue considerado por volvo influyo.
Recomendaciones
Debi hacer un anlisis de la matriz BCG5 y ver que sus productos estrella/Vaca eran
diferentes entre los mercados Europeo y Americano. Ver Anexo 01
Como sugerencia debi ver porque a Paccar le fue bien dentro del mercado Americano
(como empresa local) y ver que competencias tenia y como las convirti en ventajas
competitiva. (Benchmarking)
Debi hacer un estudio y anlisis de la matriz de poltica direccional (de atractivo) y ver
como creca el mercado de camiones pesados versus el atractivo de la industria de
camiones.
Bibliografa
Referencias:
Elaboramos una pequea matriz BCG donde se podan apreciar las diferencias entre los
mercados americano y europeo.
Elaboracin Propia
ANEXO 2
Aqu vemos como la empresa volvo, la actualidad (2011) utiliza medios de especializacin
personalizada, para incrementar el valor de sus productos, por el momento Volvo Group,
mantiene un promedio del 18 % del mercado. Lo que demuestra que aun faltas estrategias que
implementen los recursos adecuadamente para crean competencias nucleares.
ANEXO 3
El auge de las ventas de camiones pesados en USA hasta septiembre del 2003 para los
fabricantes de camiones de clase 8 iba bien, con ventas de 13,502 camiones, mas de los 9,667
vendidos el ao anterior (2002), hasta que un cambio en la regulacin a los motores para emitir
menor cantidad de gases nocivos se estableci por la EPA (Environmental Protection Agency),
por lo que las ventas cayeron abruptamente y siguieron siendo dbiles a lo largo de los primeros
meses de 2003.
En este contexto se puede ver como este cambio altero la venta de camiones, cuando a volvo le
estaba yendo bien, este evento no era del todo fortuito, ya que las tendencias globales para
reducir las emisiones de CO2 iban a recaer sobre esta industria. Por lo que se debi plantear una
estrategia de contingencia, para ir desarrollando motores con las requerimientos solicitados.
En este grafico se muestra la participacin de Volvo y Mack mas del 25% (Grupo Volvo) en el
mercado EEUU para el ao 2002, antes de la aplicacin de la EPA, y las ventas cayeron.
ANEXO 4
Production of commercial vehicles in North America initially peaked in 1999 and experienced a downturn
from 2000 to 2003 that was due to a weak economy, reduced sales following above-normal purchases in
advance of new EPA emissions standards that became effective in October 2002, an oversupply of new
and used vehicle inventory and lower spending on commercial vehicles and equipment. Following a
substantial decline from 1999 to 2001, Class 8 truck unit production increased modestly to approximately
181,000 units in 2002 from approximately 146,000 units in 2001, due primarily to the purchasing of
trucks that occurred prior to the October 2002 mandate for more stringent engine emissions requirements.
Subsequent to the engine emissions requirements, truck production continued to remain at historically
low levels through mid-2003 due to continuing economic weakness and the reluctance of many trucking
companies to invest during this period.
In mid-2003, evidence of renewed growth emerged and truck tonmiles (number of miles driven
multiplied by number of tons transported) began to increase, along with new truck sales. During the
second half of 2003, new truck dealer inventories declined and, consequently, OEM truck order backlogs
began to increase. According to ACT, monthly truck order rates began increasing significantly from
December 2003 through 2005. In 2006, OEMs received larger than expected pre-orders in anticipation of
the new EPA emissions standards becoming effective in 2007. During 2007 and 2008, the demand for
North American Class 8 heavy trucks experienced a downturn as a result of 2006 pre-orders, a weakness
in the North American economy and corresponding decline in the need for commercial vehicles to haul
freight tonnage in North America.
The following table illustrates North American Class 8 truck build for the years 1998 to 2013:
According to ACT, unit production for 2009 is estimated to decrease approximately 29% from 2008
levels to approximately 145,000 units. We believe that the slight decrease from 2007 to 2008 was
impacted by the weakness in the North American economy and corresponding decline in the need for
commercial vehicles to haul freight tonnage in North America.
We believe the following factors are currently driving the North American Class 8 truck market:
Economic Conditions. The North American truck industry is directly influenced by overall economic
growth and consumer spending. Since truck OEMs supply the fleet lines of North America, their
production levels generally match the demand for freight. The freight carried by these trucks includes
consumer goods, machinery, food and beverages, construction equipment and supplies, electronic
equipment and a wide variety of other materials. Since most of these items are driven by macroeconomic
conditions, the truck industry tends to follow trends of gross domestic product (GDP). Generally, given
the dependence of North American shippers on trucking as a freight alternative, general economic
conditions have been a primary indicator of future truck builds.
Truck Freight Growth. ACT projects that total U.S. freight composite, which is a measure of estimated
freight hauled in a year calculated by weighting different sectors of the economy based on the amount of
freight being generated by those sectors, will decrease in 2009. ACT forecasts that total U.S. freight
composite will increase from 9.2 trillion in 2008 to 9.6 trillion in 2013, as summarized in the following
graph:
E Estimated
Source: ACT Research Co. (2009).
Truck Replacement Cycle and Fleet Aging. Since 1998, the average age of active Class 8 trucks has
increased from approximately 5.5 years in 1998 to approximately 6.2 years in 2008. The average fleet age
tends to run in cycles as freight companies permit their truck fleets to age during periods of lagging
demand and then replenish those fleets during periods of increasing demand. Additionally, as truck fleets
age, their maintenance costs typically increase. Freight companies must therefore continually evaluate the
economics between repair and replacement. Other factors, such as inventory management and the growth
in less-than-truckload freight shipping, also tend to increase fleet mileage and, as a result, the truck
replacement cycle. The chart below illustrates the average age of active U.S. Class 8 trucks:
Average Age of Active U.S. Class 8 Trucks
(In years)
E Estimated
Source: ACT Research Co. (2009).