1.3. Porter's Value Chain
Summary
TLDREl guión del video se enfoca en el estudio de la cadena de valor de Porter en el contexto del negocio internacional. Se destacan las actividades primarias, como la logística de entrada, operaciones, logística de salida, marketing y servicios, que son fundamentales para crear y entregar productos o servicios. También se discuten las actividades de apoyo, como la infraestructura de la empresa, recursos humanos, desarrollo tecnológico y adquisiciones, que son esenciales para apoyar las actividades primarias y fortalecer la estrategia de la empresa. Ejemplos de empresas como Amazon, Apple, Nike, Google y Proctor & Gamble ilustran cómo estas actividades pueden generar una ventaja competitiva en el mercado internacional.
Takeaways
- 📈 La cadena de valor de Porter es fundamental en la gestión de negocios internacionales.
- 🔄 Las actividades primarias incluyen logística de entrada, operaciones, logística de salida, marketing y servicios.
- 🚚 La logística de entrada es crucial para adquirir y gestionar materias primas y otros insumos.
- 🛠️ Las operaciones son el proceso de transformar insumos en productos finales o servicios.
- 🚗 La logística de salida se enfoca en entregar productos o servicios finales a los clientes.
- 📢 El marketing y las ventas son esenciales para crear conciencia y cerrar ventas en el ámbito internacional.
- 🤝 Los servicios de atención al cliente son fundamentales para diferenciar una empresa de sus competidores.
- 🏢 La infraestructura de la empresa incluye funciones generales como planificación, organización y control.
- 💼 Recursos humanos es una actividad de soporte clave, involucra reclutamiento, capacitación y motivación de empleados.
- 💡 El desarrollo tecnológico es crucial en la era de la Revolución Industrial 4.0 para apoyar operaciones y procesos.
- 🛒 La adquisición es el proceso de obtener y gestionar los insumos necesarios para las actividades primarias.
Q & A
¿Qué es la cadena de valor de Porter y por qué es importante en la gestión empresarial internacional?
-La cadena de valor de Porter es un modelo que analiza las actividades necesarias para crear un producto o servicio, dividiéndolas en actividades primarias y de apoyo. Es importante en la gestión empresarial internacional porque ayuda a identificar cómo estas actividades pueden generar ventaja competitiva.
¿Cuáles son las actividades primarias mencionadas en la cadena de valor de Porter?
-Las actividades primarias incluyen logística interna, operaciones, logística externa, marketing y ventas, y servicio. Estas actividades están directamente involucradas en la creación y entrega de productos o servicios.
¿Qué actividades están involucradas en la logística interna según la cadena de valor?
-La logística interna involucra la adquisición y gestión de materias primas y otros insumos, e incluye procesos como la selección de proveedores, la colocación de órdenes, el transporte y la recepción de materiales.
¿Cómo Amazon utiliza la logística interna para obtener una ventaja competitiva?
-Amazon es extremadamente eficiente en recibir y manejar su inventario, lo que le proporciona una ventaja competitiva significativa sobre sus competidores en la logística interna.
¿Qué ejemplos de empresas son mencionados en relación con las operaciones en la cadena de valor?
-Apple es mencionada como un ejemplo de empresa que maneja sus operaciones con un control estricto sobre la fabricación y mantiene altos estándares de calidad, lo que es crucial para su éxito.
¿Qué implica la logística externa en la cadena de valor de Porter?
-La logística externa se refiere a la entrega de productos o servicios terminados a los clientes e incluye actividades como la transmisión de pedidos de consumidores, procesamiento, selección, transporte y entrega al cliente.
¿Cómo Nike utiliza el marketing y las ventas para mantener su éxito en los negocios internacionales?
-Nike utiliza publicidad persuasiva con frases icónicas como 'Just Do It' y apoya su marketing con atletas de alta calidad para generar conciencia, atraer clientes potenciales y cerrar ventas.
¿Por qué es crucial el servicio al cliente según la cadena de valor?
-El servicio al cliente es crucial porque a menudo es lo que diferencia a una empresa de otra, siendo la calidad del servicio post-venta un factor clave para mantener la lealtad del cliente y la reputación de la empresa.
¿Qué incluye la infraestructura de la empresa como una actividad de apoyo en la cadena de valor?
-La infraestructura de la empresa incluye funciones generales como gestión, legal, finanzas, planificación, organización, dotación de personal, dirección y control, que son necesarias para apoyar las actividades primarias.
¿Cómo la tecnología y el desarrollo son fundamentales para el éxito empresarial según el ejemplo de Google?
-Google invierte significativamente en desarrollo tecnológico, lo que le permite innovar y lanzar productos avanzados como su chatbot de inteligencia artificial, Gemini. La inversión en tecnología es clave para mantenerse competitivo en la era actual.
Outlines
📈 Análisis de la Cadena de Valor de Porter en Negocios Internacionales
Este párrafo introduce el concepto de la Cadena de Valor de Porter en el contexto de la gestión de negocios internacionales. Se enfatiza en las actividades primarias, como la logística de entrada, operaciones, logística de salida, marketing y ventas, y servicios, que son fundamentales para la creación y entrega de productos o servicios. Se destaca la importancia de estas actividades en la obtención de una ventaja competitiva en el mercado, utilizando a Amazon y Apple como ejemplos de cómo estas actividades pueden ser llevadas a cabo de manera eficiente.
🛠 Actividades de Apoyo y su Impacto en la Gestión Internacional
El segundo párrafo se centra en las actividades de apoyo que complementan las primarias y son esenciales para la eficiencia y efectividad de la estrategia de un negocio. Se mencionan la infraestructura de la empresa, la gestión de recursos humanos, el desarrollo tecnológico y la adquisición como ejemplos de actividades de apoyo clave. Se argumenta que invertir en estas áreas puede fortalecer la base de soporte para las actividades primarias y, por ende, mejorar la posición de un negocio en el ámbito internacional, citando a Google y Proctor y Gamble como ejemplos de éxito en estas áreas.
Mindmap
Keywords
💡Cadena de Valor de Porter
💡Actividades Primarias
💡Actividades de Apoyo
💡Logística de Entrada
💡Operaciones
💡Logística de Salida
💡Marketing y Ventas
💡Servicio
💡Infraestructura de la Empresa
💡Desarrollo Tecnológico
Highlights
Introduction to Porter's Value Chain and its relevance in International Business Management.
Explanation of primary activities: Core activities directly involved in creating and delivering products or services.
Inbound Logistics: Focus on acquiring and managing raw materials and other inputs.
Example of Amazon: Efficient inbound logistics as a competitive advantage.
Operations: Transforming inputs into finished products or services.
Example of Apple: Tight control over manufacturing and maintaining high quality standards.
Outbound Logistics: Delivering finished products or services to customers.
Marketing and Sales: Creating awareness, generating leads, and closing sales.
Example of Nike: Persuasive advertising and brand recognition.
Service: Providing support and after-sales services to customers.
Firm Infrastructure: Management, legal, finance, and other general functions that support primary activities.
Human Resources: Recruiting, training, and motivating employees as a crucial support activity.
Technology Development: Importance of investing in technology to support operations.
Example of Google: Investment in technology development leading to innovations like Gemini AI.
Procurement: Sourcing and managing inputs needed for primary activities, with an example of Procter & Gamble.
Transcripts
[Music]
in this video we're going to study
Porter's value chain and you have heard
of this probably in other classes but
well in this case we're going to focus
on obviously international business
management so according to Porter's uh
value chain you have to consider
different kinds of activities the first
one is primarily activities the ones
that we have up there uh these are the
core activities directly involve in
creating and delivering your product or
service and uh we can observe them here
in this in this graph uh for example in
Bound Logistics operations outbound uh
inbound and Unbound Logistics marketing
and service all of these are are
primarily activities and we have
something called support activities
these activities support the primarily
activities and contribute to the overall
efficiency and effectiveness of your
strategy for example firm infrastructure
human resource management technology
development procurement all of these are
support activities and guess what we're
going to study each of these activities
now we're going to start with the
primary activity and we're going to
analyze inbound
Logistics in the case of invol logistics
what we really want to do is to acquire
and manage raw materials and other
inputs that is the objective of inbound
Logistics how can you do that well this
is the process
sourcing order placement vendor supplier
transportation
and receiving if you do those if you do
those things and you do those things
good you are going to be an expert in
inbound Logistics and it's going to give
you obviously an advantage in the market
this is an example a case of primary
activities is Amazon inbound Logistics
they are extremely efficient efficient
in receiving and handling handling their
inventory and because of that of this
particular activity
Amazon has a huge competitive advantage
over its competitors and just because of
inbound
Logistics another primary activity is
operations operations is in other words
transforming inputs into finished
products or
Services an example of these operations
uh it's apple apple is an experts an
expert in managing well its operation
they have tight control over
manufacturing and they maintain high
quality standards actually in this image
we can see one laboratory when they
start to like assemble their products
and everything want they want to be
perfect
yeah everything must be perfect and that
is well
operations another primary activity is
outbound Logistics
alone Logistics is delivering finished
products or services to customers and in
this case you have to focus in well this
activities here consumer order
transmission processing selection
transportation and customer delivery and
we are oversimplifying here because all
the things that we have mention so far
are are extremely complex by themselves
but well this is that the generation
picture in in other classes we're going
to focus more in each of these elements
uh we also have marketing and sales uh
in other words creating awareness
generating leads and closing sales this
is crucial and if you want to have an
international business you have to
manage marketing and
sales this is an example of that Nike
Nike has it's an econic brand and they
have a lot of persuasive advertisement
using the famous phrase just do it and
the support in their advertisement of
very high quality athletes as we can see
here with Miss Williams and they have
phrases like if they think your dreams
are crazy show them what crazy dreams
can
do so again you have to invest in these
kind of activities in marketing and
sales that's going to be crucial for you
in in the management of your be
international business another activity
is Service uh in other words providing
support and after sales services to
customers and this guys is crucial in
many occasions what it's going to really
differentiate your company from
another's company is the quality of your
customer service so invest in this
investing in human capital and in call
centers and in all those kind of
things now we're going to analyze the
support activities and we're going to
start by studying firm infrastructure
firm INF infrastr infrastructure
involves management legal finance and
other General functions like planning
organizing Staffing directing
controlling and all the those
things sometimes this is considered
something tedious but it's necessary if
you invest in this kind of activities
guys you're going to have a a very
strong backbone that is going to support
all those primary activities that we
just mentioned some minutes
ago another Super activity is human
resources for some people this super
activity is the most important one of
them all
Human Resources involves recruiting
training and motivating employees and
it's extremely important because the
essence of a company it's its Talent its
people its Human Resources so hear a lot
guys about the workers of the company
you are in if you really want to be
International managers of a business you
must be great leaders so that all the
human talent that you have admires you
another superactivity is technology
development also crucial nowadays in
this era of the fourth Industrial
Revolution and you have to develop and
Implement new technologies to support
different operations a great example of
how these super activities have become
more and more important is the case of
Google Google invest a lot in technology
development and one of the clearer uh
results of that is Gemini uh they have
created uh their own AI chat box that is
Gemini because they have invested
heavily in research and development and
it's because of this innovation in
technology that uh not only Google but
many other companies are so recognized
so guys invest please invest in
Innovation and in technology
the last support activity that we're
going to analyze is
procurement procurement is sourcing and
managing inputs needed for primary
activities finding the resources if you
are building cars where are you going to
get the medals if you're building a
computer where are you going to get the
chips if you are going to sell food
where are you going to get the raw
materials the meat or the bread if you
are going to sell ham hamburgers I don't
know a great master of this procurement
thing is uh
PNG PNG Proctor and Gamble they have
large purchases of many many different
products they the volumes that they B
they buy are extremely huge and because
of that they get very nice discounts on
the materials and these guys they are
able not only to get very good discounts
but also the best quality in their
sourcing and in their procurement so if
you want to be extremely good at
international business management also
uh invest a lot a lot in procurement so
guys just to sum up we have two kind of
activities the primary activities the
support activities the two of them are
extremely important for International
Business
Management for
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