{"id":4905,"date":"2021-10-25T16:26:53","date_gmt":"2021-10-25T22:26:53","guid":{"rendered":"https:\/\/vvconsultings.com\/?p=4905"},"modified":"2023-06-27T11:00:42","modified_gmt":"2023-06-27T17:00:42","slug":"por-que-debo-alinear-las-estrategias-financiera-y-competitiva","status":"publish","type":"post","link":"https:\/\/vvconsultings.com\/en\/por-que-debo-alinear-las-estrategias-financiera-y-competitiva\/","title":{"rendered":"\u00bfPor qu\u00e9 debo alinear las estrategias financiera y competitiva?"},"content":{"rendered":"<div id=\"playht-iframe-wrapper\" style=\"max-height: 210px !important;\">\n\t<iframe\n\tscrolling=\"no\"\n\tclass=\"playht-iframe-player\"\n\tid=\"playht-iframe-player\"\n\theight=\"90px\"\n\twidth=\"100%\"\n\tframeborder=\"0\"\n\tstyle=\"max-height: 90px; height: 90px !important;\"\n\tsrc=\"https:\/\/play.ht\/embed\/?article_url=https:\/\/vvconsultings.com\/?p=4905&voice=es-CR-MariaNeural&appId=Wh-pJFf4Rd&trans_id=-NYxjof8kxyU9fjMT5G5\"\n\tdata-voice=\"es-CR-MariaNeural\"\n\tarticle-url=\"https:\/\/vvconsultings.com\/?p=4905\"\n\tdata-appid=\"Wh-pJFf4Rd\"\n\tallowfullscreen=\"\">\n\t<\/iframe>\n<\/div>\n\n<div class=\"twitter-share\"><a href=\"https:\/\/twitter.com\/intent\/tweet?via=vvconsultings\" class=\"twitter-share-button\">Tweet<\/a><\/div>\n<h2><b>Estrategia Competitiva y Modelo de Negocio<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Una visi\u00f3n cl\u00e1sica de la Estrategia Competitiva, la define como la b\u00fasqueda consciente de un plan de acci\u00f3n, que permita a una organizaci\u00f3n posicionarse en un sector de la industria, de tal manera que logre desarrollar una ventaja competitiva sostenible y un retorno superior en el largo plazo. Hablamos de los elementos fundamentales en la estrategia: clientes, propuesta de valor y rentabilidad, integrados en un plan para crear valor siguiendo una estrategia gen\u00e9rica, que podr\u00eda ser de Bajo Costo o de Alto Valor Percibido.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La estrategia se plasma en el Modelo de Negocio, que es la forma como creamos y transmitimos valor. Podemos describirlo por medio del Business Model Canvas, o Lienzo de Modelo de Negocio, desarrollado por A. Osterwalder e Y. Pigneur, que conjuga nueve elementos: segmentos de clientes, la Propuesta de Valor, la forma como nos relacionamos con los clientes, los canales de distribuci\u00f3n, los ingresos que se generan, las actividades clave, los recursos clave, los socios clave y los costos asociados.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cabe destacar que la Planeaci\u00f3n Estrat\u00e9gica ha evolucionado, de un enfoque en la planificaci\u00f3n y la ejecuci\u00f3n, en los \u00faltimos a\u00f1os del siglo pasado; a uno de an\u00e1lisis con foco en la adaptaci\u00f3n, a principios de los 2000; y m\u00e1s recientemente a una \u201cEstrategia Renovadora\u201d, con foco en la anticipaci\u00f3n (en ingl\u00e9s foresight), impulsada por los cambios que estamos experimentando en la Era Digital.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Todo lo anterior, nos lleva a establecer Prop\u00f3sitos Estrat\u00e9gicos, que, de una forma din\u00e1mica, van a darle el rumbo a la organizaci\u00f3n, basados en la Estrategia Competitiva y el Modelo de Negocio que hemos definido, buscando un equilibrio adecuado entre la ejecuci\u00f3n (de los procesos establecidos) y la exploraci\u00f3n de nuevas oportunidades (innovaci\u00f3n el la Propuesta de Valor y el Modelo de Negocio).<\/span><\/p>\n<h2><b>Financial Strategy<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">La Estrategia Financiera inicia con el an\u00e1lisis de la informaci\u00f3n de los Estados Financieros, conformados por el Estado de Situaci\u00f3n, el Estado de Resultados, el Estado de Flujos de Efectivo y el Estado de Cambios en el Patrimonio, particularmente la \u201c\u00faltima l\u00ednea\u201d de cada uno: el patrimonio, la utilidad neta, el efectivo disponible y la retenci\u00f3n de utilidades y pago de dividendos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En el muy corto plazo, se debe garantizar la liquidez y solvencia de la empresa, evaluar los usos y fuentes de efectivo, el manejo de la tesorer\u00eda, que incluye las cuentas por cobrar, cuentas por pagar, los Activos Netos de Trabajo y el Ciclo de Conversi\u00f3n de Efectivo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En cuanto a la rentabilidad, se debe analizar la operaci\u00f3n y las eficiencias en la rentabilidad de las ventas y la rotaci\u00f3n de activos; buscar la mejor relaci\u00f3n riesgo\/rendimiento, evaluar las fuentes de valor, estructura del capital, la rentabilidad de la inversi\u00f3n vs el costo de la deuda, el Margen de Equilibrio Financiero, el nivel adecuado de endeudamiento y la calificaci\u00f3n de riesgo que se desea tener.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adicionalmente, se debe calcular el costo del capital, tanto el costo de oportunidad del accionista, como el de la deuda, por medio de lo que se conoce como el WACC, por las siglas en ingl\u00e9s, o el Costo Promedio Ponderado del Capital, lo cual nos permite determinar si la empresa est\u00e1 creando o destruyendo valor.<\/span><\/p>\n<h2><b>Alineando la Estrategia Financiera y la Estrategia Competitiva<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Dos criterios para determinar las acciones a seguir en la Estrategia Financiera, son el estado del Efectivo Relativo que tiene la empresa, ya sea d\u00e9ficit o super\u00e1vit, junto con la Creaci\u00f3n de Valor, si crea o destruye valor. Esto nos da una clasificaci\u00f3n de cuatro cuadrantes, que se presentan a continuaci\u00f3n, junto con algunas de las posibles recomendaciones:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Destruye valor\/d\u00e9ficit: bajar dividendos, reestructuraci\u00f3n, liquidaci\u00f3n.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Destruye valor\/super\u00e1vit: mejorar margen operativo y la rotaci\u00f3n de activos.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Crea valor\/d\u00e9ficit: bajar dividendos, reducir crecimiento de ventas.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Crea valor\/super\u00e1vit: crecimiento org\u00e1nico, M&amp;A o fusiones y adquisiciones, incrementar dividendos.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">La Estrategia Financiera debe estar alineada con la Estrategia Competitiva y el Modelo de Negocio de la empresa; de tal manera que los temas antes mencionados, como de liquidez, rentabilidad, endeudamiento, perfil de riesgo, costo del capital y la creaci\u00f3n de valor, contribuyan al logro de los Prop\u00f3sitos Estrat\u00e9gicos establecidos por la empresa.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Estrategia Competitiva y Modelo de Negocio Una visi\u00f3n cl\u00e1sica de la Estrategia Competitiva, la define&#8230;<\/p>","protected":false},"author":4,"featured_media":4906,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_joinchat":[]},"categories":[98,73,74,20,45,19,78,3,2],"tags":[205,96,105,89,36,104,21,32,37,23,48,29],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfPor qu\u00e9 debo alinear las estrategias financiera y competitiva? 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