Alberto Levy. Director de Consultoría en Desarrollo Competitivo & Alineamiento Estratégico. Deloitte Latin America Countries Organization

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El desarrollo de la Estrategia de Crecimiento

por Alberto Levy | 23 de Mayo de 2011 | Estrategia

La ”Deloitte´s Perspective to Growth” es nuestra metodología con la que nos guiamos para asistir a las empresas en su crecimiento. Consiste en resolver la “dualidad” del crecimiento que se basa en que el crecimiento exitoso de largo plazo requiere que las empresas mejoren y potencien sus negocios actuales pero que también encuentren y desarrollen negocios nuevos.

En el primer caso es necesario enfocar los negocios “core” (núcleo) y en las oportunidades adyacentes cercanas, mientras que en el segundo se requiere enfocar en negocios completamente nuevos y en oportunidades adyacentes lejanas.

En el primer caso es necesario apalancar las habilidades y capacidades actuales, mientras que en el segundo generalmente se requieren habilidades y capacidades nuevas.

En el primer caso, es necesario buscar beneficios de corto y mediano plazo, mientras que en el segundo se requiere apuntar a beneficios de largo plazo mediante acciones iniciadas hoy.

Las siete fases son:

1. Enmarcar la oportunidad de crecer.
- El output clave es el conjunto de hipótesis de crecimiento.
- Los inputs externos son las macrotendencias y la comparación con otras empresas .
- Los inputs internos son las investigaciones sobre el mercado propio y sus segmentos y actores principales.

2. Articular la Ambición de Crecimiento.
- El output clave es el Target de Crecimiento.
- Los inputs externos son el valor asignado a la empresa en términos del mercado (Cuánto VALE la empresa) y su momentum o impulso dinámico.
- Los inputs externos son la visión de la Alta Dirección, los objetivos estratégicos y las proyecciones financieras.

3. Definir las Fuentes de Crecimiento.
- El output clave es el conjunto de Fuentes de Crecimiento Atractivo.
- Los inputs externos son las tendencias de la industria, el nivel de rivalidad competitiva, las ventajas competitivas percibidas por los diferentes segmentos del mercado, la inteligencia competitiva y el análisis de la evolución probable de la demanda.
- Los inputs interno son los planes actuales de crecimiento, las habilidades y capacidades distintivas y el modelo de negocio.

4. Identificar Oportunidades de Crecimiento de Alto Potencial.
- El output clave es el de los componentes de las Opciones Atractivas.
- Los inputs externos son las señales del mercado y las investigaciones ad-hoc.
- Los inputs internos son los criterios empleados para evaluar las opciones disponibles.

5. Evaluar las Opciones más Atractivas.
- El output clave es la Priorización de Opciones.
- Los inputs externos son la evaluación en profundidad de las necesidades de los clientes/consumidores/usuarios y el Posicionamiento Relativo.
- Los inputs internos son los resultados de la relación costos/riegos y la Productividad Relativa.

6. Construir el Portafolio de Crecimiento.
- El output externo es el Portafolio Integrado de Crecimiento.
- Los inputs externos son los escenarios potenciales y la evaluación de crecimiento orgánico (desarrollo propio) versus crecimiento inorgánico (adquirir).
- Los inputs internos son la evaluación del impacto operacional, la del impacto organizacional y la del impacto financiero.

7. Crear un Programa de Ejecución.
- El output clave es el conjunto de proyectos de implementación concreta.
- Los inputs externos son la determinación de los “asociados” potenciales y las metas específicas.
- Los inputs internos son los recursos, las iniciativas, los puntos de control de avance (milestones) y los indicadores de desempeño (KPIs).

Hagan click en la imagen de este post para ver el proceso en detalle.



133 comentarios para “El desarrollo de la Estrategia de Crecimiento”

  1. Jorge Rodríguez Grecco
    23 de Mayo de 2011 a las 14:40

    Muy interesante proceso para ayudar a innovar o apalancar el core business de las empresas. La duda que me queda es si la inversión va atada a los resultados de la ejecución.
    Cordial saludo,

  2. avi
    23 de Mayo de 2011 a las 21:05

    En todos los casos se debe realizar una estimación del retorno sobre la inversión como corresponde a todo análisis serio. El problema con estas decisiones estratégicas es que son ESTRATÉGICAS casualmente porque se trata de mundos rebeldes de alto nivel de incertidumbre y ambigüedad en los que la posibilidad de estructurar un algoritmo predictivo es imposible. La decisión estratégica es CABALGAR EL PÁNICO. La capacidad de evaluar resultados a priiori es todo lo contrario de una decisión estratégica. Puede ser más viable en el caso de una decisión operacional y todavía más viable en el caso de una decisión táctica. La mayor viabilidad se da cuando estamos frente a una decisión técnica (que para los expertos en estrategia casi puede ser considerado como un cálculo y no como una decisión propiamente dicha.
    Ver Pedro Pavesi, Patricia Bonatti, Federico Frischknecht

  3. Graciela Servetti-Consultora/ ROU
    24 de Mayo de 2011 a las 15:43

    Excelente el planteo y la lógica del pensamiento aplicada a CRECER. Pero….lo que a mi juicio es difícil de implementar, es cuando el cliente ni ES ni ESTA “empresa en crecimiento” y le adjudica todo el problema a lo exógeno.
    Cuando se tiene el PIENSO en crecer,: Chapeau!!

  4. avi
    25 de Mayo de 2011 a las 18:03

    Grace
    Esos no son CLIENTES. Son PACIENTES
    Los extraño

  5. Ezequiel
    26 de Mayo de 2011 a las 10:36

    Muy interesante la metodología. Estoy por invertir en un negocio así que espero poder aplicarlo de alguna manera. Es un hostel que ya se encuentra en funcionamiento y le va bien dentro de todo. Pero mi idea justamente es identificar oportunidades de crecimiento, evaluarlas, llevarlas acabo y hacer crecer el negocio.
    Saludos y gracias por tus constantes aportes a través de este blog.

  6. avi
    28 de Mayo de 2011 a las 7:55

    Ezequiel, gracias a vos por tu comentario
    Grace, por favor, comunicate conmigo

  7. German Porta
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    Buenas, quisiera saber si esta estrategia la detalla en alguno de sus libros.

    Gracias.

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