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Sua empresa está precisando se reposicionar no mercado?

Sua empresa está precisando se reposicionar no mercado?

Então, veja se ela está apresentando os primeiros sinais de alerta: surgimento de novos setores, clientes, modelos de negócio, mudança de posicionamento de um dos principais concorrentes, perda de participação de mercado, pressão sobre as margens de lucro e desaparecendo dos clientes. É preciso examinar primeiramente a causa e os efeitos reais se são decorrentes da economia ou ineficiência interna, senão, chegou a hora de reposicionar a empresa!

A IBM tinha uma margem bruta de venda de computadores em 1980 de 35%, em 2000 era próximo de 18%.  A vantagem competitiva estava desaparecendo em virtude do crescimento das empresas de softwares. A IBM não se reposicionou e por isso, nunca se recuperou e teve que vender sua divisão de computadores pessoais para a Chinesa Lenovo.

Em 1980 o objetivo da gigante Blockbuster ainda era comprar e locar filmes. Mas, nos anos 90, os estúdios de Hollywood começaram a também fazer venda direta de filmes para clientes e as emissoras de TV a cabo começaram a oferecer vídeos sobe demanda. Em 2003 em virtude do baixo preço dos aparelhos de DVD a venda de filmes para clientes explodiu e a venda e locação de filmes pela internet começou a surgir.

Ao longo de toda a carreira, um líder terá de reposicionar empresas quatro vezes ou mais. Isso significa tomar decisões básicas sobre o que acrescentar aos negócios, o que descartar, ressegmentar mercados, decidir que tecnologias adotar e identificar novas oportunidades de crescimento rentável.

A Novartis percebeu algumas mudanças no setor farmacêutico e partiu para a ofensiva, na tentativa de se adequar a nova realidade. Deixou de fabricar apenas medicamentos patenteados e tornar-se o segundo maior fabricante de produtos genéricos. A essência do posicionamento é saber QUANDO a mudança precisa ser feita.

 

 


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Falando de disciplina

Em diversas profissões, ser disciplinado é ainda mais importante para se alcançar o sucesso. Por exemplo, na área esportiva, você precisa ser disciplinado com os treinos e com a alimentação. Assim também acontece em outras atividades em que é preciso ter disciplina com horários. 

A importância da gentileza no dia-a-dia

Por Sonia Jordão   Um ditado popular diz que gentileza gera gentileza. Quando se é gentil com os outros ajudamos a tornar o ambiente melhor. Ser gentil é ser amável, agradável e elegante. Uma pessoa gentil demonstra cortesia, é educada e atenc...

Gestão dos talentos: da identificação à sucessão

Cada vez mais a gestão de pessoas vem adquirindo maior importância nas empresas. Deixou de ser um suporte para se tornar uma área de negócios. Afinal, os resultados dependem das pessoas e está cada vez mais difícil descobrir, atrair e reter os talentos.