TIPOS DE ESTRATEGIAS DE

NEGOCIOS
Ejemplo; Una revista editora de salud
compra un club de deportes y
esttica para que los lectores de su revista se conviertan en
socios del mismo.
Si la empresa tiene una posicin de costos bajos, se espera que esto la condujera a obtener utilidades por
encima del promedio de la industria y la protegiera de las cinco fuerzas competitivas de Porter.

En la medida en que los competidores luchan mediante rebajas de precio, sus utilidades disminuyen hasta
que aquellos que quedan en el nivel ms prximo al competidor ms eficiente eran eliminados. Obviamente,
los competidores menos eficientes eran los primeros en sufrir las presiones competitivas.
A misconception
Cost leadership is often seen as a strategy that aims to attract
customers with low prices that are made possible by low costs
But cost leadership does not necessarily mean selling at the lowest
price
It might mean selling at the industry average price but enjoying above
average profits through low cost production
The low costs result in high profit margins
Diferenciarse significaba sacrificar participacin de mercado e involucrarse en actividades
costosas como investigacin, diseo del producto, materiales de alta calidad o incrementar el servicio al
cliente.
Compaas que se distinguieron en su momento por adoptar alguna forma de diferenciacin fueron:
Mercedes-Benz (diseo e imagen de marca), Caterpillar (red de distribucin) y Dell (computacin), entre
muchas otras.
Un ejemplo claro en la actualidad es Apple, sus productos se caracterizan por ser nicos e innovadores.
Customers must be willing to pay more than the marginal cost of adding the differentiating
feature if a differentiation strategy is to succeed.
 Sources of differentiation

Creation of strong brand

Superior performance
High quality
Additional features offered
Innovation in packaging
Speed of distribution
Higher service levels
Greater flexibility
Delivery
Quality of the materials
Strategy Porters Generic Strategies
 Differentiation: benefits

Differentiation offers the prospect of charging a

premium price
Demand for a differentiated product will be less
elastic than that for competitors products
Differentiation can result in above average profits
Differentiation can create additional barriers to
entry to the market for newcomers

Strategy Porters Generic Strategies

 Un producto nico, y
Dirigido a un nicho de mercado
 Focus strategy

In a focus strategy the firm concentrates on one (or at most

a limited number of) segments of the market
The premise behind this strategy is that the needs of the
group can be bettered served by focussing entirely on it
The firm might feel more secure in the niche with greater
insulation from competition
A focus strategy means that the firms efforts are not
spread too thinly
Focus strategies are
Cost focus: cost leader in a particular segment
Focus differentiation: differentiation in the chosen segment

Strategy Porters Generic Strategies

 Requirements of a focus strategy

A focus strategy requires

The identification of a suitable target customer
group
Identification of the specific needs of that group
Confirmation that the market is sufficiently large to
sustain the business
Estimation of the extent of competition within the
segment
Production of products to meet the specific needs
of that group
A decision on whether to opt for cost leadership or
differentiation within the segment
Strategy Porters Generic Strategies
La estrategia se basaba en la premisa de que la empresa estaba en condiciones de servir a un
objetivo estratgico ms reducido en forma ms eficiente que los competidores de amplia cobertura.

Como resultado, la empresa se diferenciaba al atender mejor las necesidades de un mercado-meta

especfico o reduciendo costos sirviendo a se mercado, o ambos

ejemplo del uso de esta estrategia es la compaa Ferrari,

pues ellos escogen a sus clientes. Para ser cliente de
Ferrari debes tener un historial en tu familia de cuando
menos 3 Ferraris; simplemente para poder comprar un
Ferrari Enzo, debas contar con una invitacin y haber
comprado un mnimo de dos Ferraris, uno de
ellos deba ser F-40 o un F-50 (antecesores de Enzo),
"Se enfocaron solo a aquellas personas que ya
tuvieran un Ferrari". Sus modelos son muy exclusivos y
tienen mucha calidad.
Companies following focused differentiation strategies produce customised products for small
market segments.
For example, Manufacturers such as Ferrari, Aston Martin, and Lamborghini compete in the tiny
super car category with prices starting at $150,000 and running as high as $600,000. These cars
are more than just transportation.
 ENFOQUE EN EL BAJO COSTO
Companies that compete by following cost leadership
strategies to serve narrow market niches generally target the
smallest buyers in an industry (those who purchase in such
small quantities that industry-wide competitors cannot serve
them at the same low cost).
 Benefits of a focus strategy

It involves lower investment in resources

The firm benefits from specialisation
It provides scope for greater knowledge of a
segment of the market
It makes entry to new markets easier and
less costly
Firms using a focus strategy often enjoy a
high degree of customer loyalty

Strategy Porters Generic Strategies

 Focussed cost leadership

A strategy that aims

To attract one type of customer with a low
cost product
To be the lowest cost operator in one
particular niche segment of the market
Example :Hyundai

Strategy Porters Generic Strategies

ENFOQUE EN EL BAJO COSTO
The company offers home furnishings that combine good design, function, and quality with low prices.
Ikea displays its products in room-like settings so that customer can view
different combinations of furniture, eliminating the need for assistance from
sales associates or decorators to visualise the setting and reducing employee
costs.
Customers also pick up their own purchases to reduce the company's cost
Ikea does this by offering low-cost, modular furniture (assembled by customers), using self-service as an
alternative to having sales associates follow and pressure customers to buy.
 Focussed differentiation

A strategy that aims to attract one type of

customer with a differentiated product
It involves distinctiveness in one segment
Aims to exploit unique position in a niche
segment of the market
Not the cheapest but the best or most
distinctive in that segment
Example: BMW, Mercedes

Strategy Porters Generic Strategies