Alberto Levy. Director de Consultoría, Innovation & Growth. Deloitte Latin America Countries Organization

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El Citi en las noticias de hoy como ejemplo de “lo estratégico”

por Alberto Levy | 16 de Enero de 2009 | Estrategia

La estrategia es –partiendo de la restricción básica, fundamental y perenne de aumentar el valor económico de la compañía ante un aceptable nivel de riesgo - definir cuál es la Misión de la empresa. La determinación de la Misión consiste en decidir en qué negocios (clusters) la empresa ha de operar para incrementar el valor de la inversión que han hecho los accionistas ante ese aceptable nivel de riesgos. Los puntos fundamentales en la determinación de la misión son los siguientes:

La plataforma de recursos, tangibles e intangibles, operados por la gente, produce entre sí una interrelación que es diferente que la suma de sus partes. Es aquí donde nos encontramos con el primer punto en el cual debemos pensar en términos sistémicos. Es extremadamente difícil realizar esta evaluación en términos monetarios, extrayéndose de quién es el que está realizando la evaluación. El valor de los recursos totales de la empresa es una consideración que sólo es posible desde el punto de vista sistémico. El resultado de esa evaluación depende de ver el bosque y no el árbol, y depende de quién está haciendo esa evaluación, ya que la única manera de entender esa interrelación es absolutamente subjetiva. El resultado es el emergente sistémico que llamamos Productividad.

ATENCION: Un recurso no es un recurso per sé. Es recurso según quien evalúa.

 

El segundo punto es la determinación de cuáles habrán de ser los segmentos de mercado a servir. Para ello, cada empresa debe determinar cuáles son las características que hacen que un determinado mercado sea atractivo para ella. Seguramente el mercado de las salchichas no es atractivo para General Motors ni el mercado de los lubricantes atractivo para Coca Cola. El resultado es el emergente sistémico que llamamos Posicionamiento.

ATENCION: Un mercado no es atractivo per sé. Es atractivo según quien lo evalúa.

El atractivo de un mercado no depende exclusivamente de las características intrínsecas de ese mercado, es decir, del cluster en el que está imbricado, sino también de quién es el que está realizando la evaluación. Es decir, depende de qué empresa lo está analizando. Por lo tanto, depende de los propósitos y de los recursos de esa empresa. El punto clave a tener en cuenta es que la creación de valor económico depende de la capacidad de la empresa de armar un portafolio de productos con fuertes y valiosos atributos diferenciales con respecto a los productos competitivos. En este sentido, podemos decir que una empresa es “disruptivamente” innovadora cuando crea productos que los mercados necesitan pero que hasta ese momento ni siquiera han imaginado.

Hoy una de las noticias económicas más importantes del mundo es el de la posible partición de Citi Group en dos. Quizás este ejemplo es el que resulta más claro de qué estamos hablando cuando hablamos de Estrategia Empresaria: la decisión de Misión, o lo que es lo mismo, la decisión de Portafolio. Según la noticia que hoy aparece en todos los medios internacionales de comunicación, el Citi se habrá de concentrar en su Unidad Estratégica de Banca Retail.

Según mi punto de vista, este cambio de estrategia, abandonando la concepción de “Supermercado Financiero” responde a potenciar la Productividad que le brinda sus Habilidades Distintivas en el manejo Sistémico de sus recursos y el Posicionamiento que le brinda las Ventajas Competitivas que a su Marca y a su Identidad le reconocen los mercados.
En esta noticia de hoy se encapsula el verdadero sentido de lo estratégico en el dominio de la Economía Empresarial: la Estrategia de Portafolio del conjunto de negocios y la Estrategia Competitiva de cada negocio en particular. Esto es “lo estratégico” en el mundo de la Economía Empresarial, todo lo demás es operacional o táctico.



115 comentarios para “El Citi en las noticias de hoy como ejemplo de “lo estratégico””

  1. Benjamin Liberman
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    Estimado ALBERTO .. no se si lo del CITI es un tema de estrategia o una “manotazo de ahogado”. No es mi especialidad este tema, pero justo antes lei este artículo (que no puede ser tomado como referencia) que presenta otro punto de vista.

    Saludos cordiales
    BENJAMIN
    http://www.argenpress.info/2009/01/el-desmantelamiento-del-citigroup.html

  2. Martín Roberts
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    Para Benjamin Liberman: es válida su aclaración de que el artículo no puede tomarse como referencia, de hecho parece más un alegato que un análisis; de todos modos, me parece que está bien el planteo de diferenciar una estrategia de una acción desesperada. Yo creo que el caso del Citi está inscripto, por ahora, en lo primero: la estrategia no solamente se aplica en tiempos de crecimiento, también es clave en medio de las crisis. Pensaría en un manotazo ciego si se hubieran aferrado a los negocios no core pero muy rentables, y se hubieran desprendido de parte del negocio minorista, por ejemplo.

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