¿“Cost-cutting” es la mejor solución ante la crisis? ¿Qué hacer para evitarlo?
José Manuel Fernández Terán julio 6th, 2009
En épocas de vacas flacas, muchas son las compañías que optan por reducir costes de forma prioritaria. Situación muy válida cuando la empresa corre riesgo de quiebra o cuando la reducción de costes es consecuencia de una mejor eficiencia operativa, no así, en aquellas que se aferran en mejorar su maltrecha cuenta de resultados de forma inmediata, dejando a un lado la estrategia de la compañía.
El fracaso de un directivo se puede simplificar en dos términos, “hundir el barco” o “perder el barco”, y la mayoría de ellos se centran en no hundirlo reduciendo el presupuesto de departamentos clave (ej: Dpto. de Marketing) y obviando que pierden una gran oportunidad para aumentar su cuota de mercado frente a la competencia. Su objetivo es obtener buenos resultados a corto plazo, sin importarles que “perder el barco” pueda significar que el barco se hunda o dilapide su posición privilegiada en el futuro.
Como ejemplo, el mercado de los cereales envasados durante la gran depresión, en el que Post, el líder indiscutible, decidió reducir los costes en publicidad de forma fulgurante y Kellog’s actuó de forma inversa, duplicando su presupuesto y obteniendo como consecuencia un 30% más de beneficios en 1933, aprovechando su oportunidad y convirtiéndose en el líder indiscutible del mercado hasta nuestros días.
Muchos de los directivos son conscientes de esto, pero lo cierto es que ellos no se quedarán en sus actuales firmas para verlo. Según una encuesta de Spencer Stuart, sólo el 14% de los Directores de Marketing de las marcas de mayor relevancia a nivel internacional han estado en esa posición más de tres años. Siendo a mi modo de ver determinante la fidelización del directivo a su firma, y garantizar así, la sostenibilidad de la propuesta de valor de su compañía en el tiempo, evitando que éstos busquen enriquecerse con objetivos cortoplacistas.
Para lograr esto, es necesario conocer las necesidades de tus directivos y fijar con éstos metas a largo plazo. Según un estudio realizado en octubre del 2000 por Otto Walter España, los factores que hacen que un directivo permanezca en su empresa son los siguientes:
• La posibilidad de desarrollo.
• La calidad de relación con su jefe directo.
• Poseer un sueldo fijo significativo.
• Reconocimiento personal.
Al variar la motivación de los directivos en función de la edad de los mismos y del sector al que nos refiramos, el Dpto. de Recursos Humanos es pieza clave para identificar las motivaciones de sus directivos y marcar incentivos acordes con sus necesidades, siempre y cuando no sean contraproducentes en la consecución de los objetivos de la compañía a largo plazo.
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- Estrategia , Recursos Humanos y Comportamiento Organizacional
- Comments(292)
Viendo las secciones de negocio, la verdad es que parece que en estas épocas de vacas flacas se apuesta más por la visión de reducir costes: cierre de sucursales, fusiones, bajadas de sueldo, ventas de divisiones…parece ser que la tendencia es que se está aprovechando la ocasión para enterrar productos “perro”.
Sin embargo, se hecha en falta el complemento, invertir en nuevos productos o internacionalizar los actuales, en definitiva, hacer productos “niño”…seguramente el clima de desconfianza retrae estas inversiones de mayor riesgo
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