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Qué es la cadena de valor y cómo ayuda a tu empresa Saltar al contenido ¿Te has preguntado cómo tiene que ser una empresa para generar valor y satisfacer a sus clientes? En este artículo hablaremos de ello introduciendo el concepto de cadena de valor . Si nunca has oído hablar de ello te puede parecer un concepto demasiado teórico. Pero en cuanto lo vayas entendienfo te darás cuenta de que no es más que el día a día de muchas empresas. Para que lo veas más claro te daremos también ejemplos de cadenas de valor de empresas reales .
¿Qué es la cadena de valor? Comenzamos con una definición que en esta ocasión traemos de la Economipedia :
La cadena de valor es una herramienta de análisis estratégico que ayuda a determinar la ventaja competitiva de la empresa. Aplicando este modelo se consigue examinar y dividir la compañía en sus actividades estratégicas más relevantes a fin de entender cómo funcionan los costos, las fuentes actuales y en que radica la diferenciación.
El origen del concepto de cadena de valor vino de la mano de Michael Porter . Este profesor de la Universidad de Harvard escribió en 1985 su obra Competitive Advantage: Creating and Sustaining Superior Performance. Es allí donde explica qué es la cadena de valor. A continuación te mostramos un esquema de la cadena de la cadena de valor de una empresa, que desarrollaremos en el siguiente punto.
Actividades incluidas en la cadena de valor de las empresas En la cadena de valor de la empresa se distinguen 2 tipos de actividades:
Actividades primarias : son aquellas centradas en la elaboración del producto y el proceso de transferencia al comprador.Actividades de soporte : como bien dice el nombre, estas actividades son un apoyo para las primarias. En la imagen superior puedes ver estas actividades. Las flechas horizontales son las actividades primarias y las flechas verticales son las actividades de soporte. Te las explicamos con detalle a continuación.
1. Actividades primarias Hay 5 tipos de actividades primarias:
Logística interna : trata de la recepción, almacenamiento y distribución de las materias primas.Operaciones/Producción : es el procesamiento de las materias primas para convertirlas en el producto final.Logística externa : comprende el almacenamiento de productos acabados y su distribución.Marketing y ventas : se trata de las actividades para dar a conocer la compañía y el producto fabricado con el fin de posicionarse en el mercado y conseguir más clientes.Servicio post-venta y mantenimiento : son las actividades dedicadas a aplicar garantías, reparar, mantener el producto y gestionar reclamaciones. Se denomina primarias a estas actividades porque sin ellas la empresa no podría sostenerse.
2. Actividades de soporte Las actividades de soporte en las empresas son cuatro:
Infraestructura : no hay ningún departamento con este nombre en las empresas, pero la función está ahí, repartida entr varias áreas como las de contabilidad, finanzas y planificación.Recursos humanos : se trata del área dedicada a las personas. Son los encargados de la búsqueda y contratación de nuevos trabajadores . También tienen un papel importante con los trabajadores que ya están en la compañía porque se responsabilizan de su formación y motivación.Investigación, desarrollo y tecnología : se encarga de la mejora del producto y aplicación de nuevas tecnologías.Compras : una empresa siempre necesita suministros del exterior. El área de compras se encarga de adquirirlos y tratar con los proveedores . El ejemplo de cadena de valor suele ponerse con enpresas que fabrican productos físicos, aunque también es válido para empresas que dan servicios.
La cadena de valor global: un paso hacia el mercado globalizado Hoy en día existen muchas empresas multinacionales y a ellas se aplica el concepto de cadena de valor global que tomamos de la Economipedia :
Una cadena global de valor consiste en el conjunto de actividades, necesarias para la producción de un bien o servicio, que se llevan a cabo en distintas localidades geográficas (regiones, países, etc.).
El término global se refiere a que las etapas de la cadena de valor se llevan a cabo en distintas localidades, incluso en distintos países, aunque el producto final se fabrica en una sola localidad. Por ejemplo, la fabricación de un ordenador puede estar en Alemania pero muchas de sus piezas están fabricadas en otros países.
La cadena de valor 2.o: un paso hacia adelante que tiene en cuenta al cliente en la producción de valor El concepto de cadena de valor fue creado por Michel Porter en 1985 pero todo evoluciona. Sobre todo la llegada de Internet ha dado la vuelta a muchas cosas. Teniendo esto en cuenta, Comtesse y Huang introdujeron en 2008 el concepto de cadena de valor 2.0. Durante los primeros tiempos de internet, el usuario era solo un lector de información. Hasta que un buen día todo cambió y los usuarios no solo leían contenidos, sino que también podían crearlos. A esto se le llamó web 2.0. En el caso que nos ocupa la analogia es clara. En la cadena de valor 2.0 el consumidor es uno de los protagonistas de la generación de valor a través de todas las actividades de una empresa . El consumidor actúa como creador de contexto (acción) y de contenido (conocimiento). Teniendo en cuenta todo esto, el esquema original de la cadena de valor necesita adaptarse a la nueva realidad. Al principio los aportes venían solo de la empresa. Ahora hay que incluir al consumidor en todas las actividades de la cadena. De momento todo lo explicado es teoría. Pero ya sabes que en Gestion.org nos gusta llevar todo a la práctica, por ello te presentamos en los siguientes apartados algunos ejemplos de cadena de valor en empresas conocidas .
La cadena de valor en Mercadona Analizamos la aplicación de la cadena de valor en la empresa Mercadona, que consta de un gran número de supermercados en toda España.
1. Actividades primarias Para no extendernos demasiado, dejamos unos breves apuntes de las áreas de logística interna y operaciones. Logística interna : Mercadona ha invertido mucho dinero en un almacén mecanizado, reduciendo personal y consiguiendo más eficiencia. Compran a los proveedores en los muelles y así ahorran costos. Operaciones : las relaciones con los proveedores están muy cuidadas, de tal forma que intercambian procesos de producción para ahorrar costos. Hay supermercados en la gran mayoría de los barrios, lo que ocurre es que en muchos de ellos los pasillos son estrechos y hay problemas de movilidad.
2. Actividades de soporte En las actividades de soporte continuamos viendo las señas de identidad de Mercadona. Infraestructura : una de las ventajas competitivas de Mercadona reside en sus relaciones con los proveedores. Someten todos sus productos a controles de calidad . Recursos Humanos : se trata de una empresa que apuesta por la conciliación familiar diseñando los turnos de trabajo según las necesidades de los trabajadores. Desarrollo tecnológico : una de las normas de Mercadona es realizar todos los años estudios de I+D de productos nuevos. Después de leer esto, no es de extrañar que Mercadona sea uno de los supermercados con mayor cantidad de ventas en España.
La cadena de valor de Coca Cola ¿Qué podemos aprender de uno de los mayores gigantes en ventas? Vamos a verlo.
1. Actividades primarias Siempre se puede aprender algo de las estrategias de Coca Cola. En esta ocasión nos quedamos con 3 de sus actividades fundamentales. Producción : Coca Cola ha optimizado su producción mediante un sistema de fábricas embotelladoras. La empresa se encarga de fabricar concentrados de bebidas y en las plantas embotelladoras se fabrica el producto final. Más o menos el 68% de los concentrados se venden a los embotelladores y el resto a hostelería. Logística externa : las fábricas embotelladoras se encargan de distribuir los productos , o bien emplean distribuidores. No todos los productos de Coca Cola se distribuyen en todos los países. Esto se decide según la disponibilidad y la demanda. Marketing y ventas : aquí casi sobran las palabras, ya que todos sabemos que Coca Cola ha sido uno de los grandes precursores de la publicidad a gran escala. Hay pocos países en el mundo que no cuenten con la publicidad de Coca Cola.
2. Actividades de soporte En estas actividades Coca Cola destaca por la innovación y la descentralización. Infraestructura : la infraestructura mundial de Coca Cola está montada para llevar a cabo una estrategia multidoméstica. Este tipo de estrategia se basa en que la empresa tiene las decisiones descentralizadas. De esta forma se afrontan las diferencias culturales y los distintos mercados de cada país. Recursos humanos : esta empresa está muy comprometida con la formación para que los empleados sean capaces de fabricar un producto de la calidad deseada y satisfacer a un mercado cambiante. También quieren que la compañía sea un lugar donde no exista la discriminación . Desarrollo tecnológico : la bebida que nos ocupa tiene unas características que la hacen única y diferente del resto de los refrescos. Un ejemplo de investigación ha sido la línea de productos light, que surgió a finales de los años 70 a raíz de que Pepsi estaba ganando mercado. Coca Cola ha desarrollado muchos productos diferentes y no todos con el mismo éxito. Por ejemplo, la nueva Coca Cola se lanzó a mediados de los 80 y tuvo que retirarse, volviendo a la tradicional.
La cadena de valor de Zara Merece también estudiar el caso de Zara, perteneciente al grupo Inditex. Puedes verlo en el siguiente vídeo. VIDEO
¿Está tu empresa preparada para generar una ventaja competitiva? La cadena de valor es una herramienta de análisis para la planificación estratégica . Su objetivo es crear el máximo valor posible optimizando los costos. También ayuda a determinar aquello que distingue a la compañía y le permite generar una ventaja competitiva. ¿Te has planteado todo esto para tu empresa? Cuéntanoslo en los comentarios. ¡Te esperamos!