Capitulo 5 + Estrategia en el ambito de la unidad de negocio 249
gLas formas de las galletas son una ventaja competitiva?
Para definir una estrategia competitiva, los ejecutivos han de tener cuidado con las fuentes espurias
de la ventaja competitiva.
Los altos ejecutivos de una empresa internacional de
fabricacién de alimentos estaban tomando parte en un
‘seminario sobre estrategia, que analizaba las bases de la
ventaja competitiva de sus unidades estratégicas de
negocio. Se planted la cuestion de la ventaja competitiva en
funcién de las necesidades percibidas del cliente y uno de
los ejecutivos, el director de control de calidad de un
negocio de fabricacién de galletas, coments lo siguiente:
Estoy totalmente de acuerdo. En nuestro negocio sabemos qué
{es lo que quieren fos clientes y lo que tenemos que invertr para
ofrecerio. Nuestros andlsis demuestran que a los cliantes les
importan mucho las formas en el borde de las galletas. Les
usta que las formas sean requlares y nitidas. Acabamos de
invertr un millon de libras estertinas en equipos que permitirén
hacer estas formas desperdiciando muy poco. Somos los ideres
en este campo.
En el debate posterior se hizo patente que habia al menos
tres grandes fallos en lo que habia dicho el directivo.
Primero, el punto de referencia para analizar su estrategia
habia sido el usuario final, el consumidor. De hecho, la
empresa consideraba que los supermercados eran sus
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