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La Estrategia del Océano Azúl Alumno: Estefania Cárdenas Nieto Fundamentos de Administración Julio 8, 2014

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En el mundo de la administración de empresas, se han desarrollado diversas estrategias para llevar a cabo los negocios, cada una de las existentes y por crearse, tienen su punto de vista y ciertos parámetros para trabajarlas. La estrategia en si podemos definirla como un fin a la que una empresa quiere llegar a largo plazo, es un plan de acción diseñado para lograr ciertas metas ya establecidas internamente. Existen actualmente como resultados de varias investigaciones hechas a lo largo de los años dos tipos de estrategia, la delOocéano Rojo y la del Océano Azul. Se puede entender como OcéanoRrojo, según el libro ‘’La estrategia del océano azul’’ a la estrategia en la cual ‘’Se lleva a las empresas a competir en espacios de mercado existentes (muy explorados y en los cuales la competencia feroz tiñe de rojo sus «aguas») a través de la diferenciación o la baja de costos.’’ (Mauborgne, 2005 ). Esta estrategia trata de competir y sobresalir en un ambiente conglomerado del mismo mercado, un ambiente en donde todos quieren sobresalir a costas de que la otra empresa caiga, depredación. No existe a su vez un crecimiento ilimitado ya que no hay innovación y para querer sobresalir en el mismo bajan costos, para que así los consumidores conozcan y puedan adquirir su producto. Todo en esta estrategia esta basado en la competencia ya que el mercado esta simplemente copado. Sin embargo, la estrategia del Océano Azul, según el libro ‘‘La estrategia del océano azul’’ nos cita que ‘’lleva a las empresas a generar un nuevo espacio de mercado haciendo irrelevante la competencia, creando y capturando nueva demanda, alineando todas las actividades de la organización con el objetivo de procurar la disminución de costos a la vez que el aumento del valor de los productos.’’ (Mauborgne, 2005 ). Su punto clave esta en la innovación, crea nuevos espacios en un mercado, por esta razón la competencia no es un factor critico en esta estrategia. Se creara una nueva demanda en la cual el valor-costo no tendrá casi importancia. Se desarrolla un nuevo mercado, una nueva demanda, se rompen paradigmas y esa es la clave del éxito de las empresas que trabajan como Océanos Azules. Este libro nos señala que no es necesario entrar a un mercado ya existente para poder tener éxito en el ámbito de los negocios, mas bien, hay que aprovechar los espacios en el mercado que aun no han sido tomados en cuenta. Hay que aprovechar cada uno de los

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avances que hay tanto en lo tecnológico como en lo social pero no enfocarse en uno solo. A su vez como en todas las cosas que se hacen hay riesgos y desafíos, ‘’Los gerentes nos han asegurado que el desafío es duro e implica superar cuatro barreras. La primera es de percepción: crear conciencia entre los empleados acerca de la necesidad de un cambio estratégico…. romper con el estado normal de las cosas? La última barrera es política.’’ (Mauborgne R. , 2006). Hablando sobre las barreras anteriormente citadas, los empleados son una fuente fundamental para el desarrollo de una empresa, por lo tanto, deben estar capacitados para los cambios que se harán en las estrategias de la empresa también deben estar dispuestos a aceptar estos cambios y aprender a trabajar en equipo para así lograr la armonía que necesita una empresa para poder seguir su curso. A su vez los recursos limitados, o siempre en las empresas esta todo a la mano, siempre se necesita de algo mas o de algo menos y dado a ciertos cambios que se hacen en las estrategias, esto variara. En la tercera barrera nos señala que esta relacionada con la motivación. Empleados, trabajadores y jefes deben estar motivados para que no simplemente el rumbo de as cosas que hacen sea normal, sino que sea eficiente y eficaz. Hay muchas formas de motivar a las personas que trabajan en una empresa como por ejemplo con bonos en su salario, vacaciones o simplemente que el jefe no se comporte como tal, mas bien, que sea un trabajador mas y este pendiente de sus ayudantes y de las cosas que hacen, prestar ayuda y ser servicial con ellos. Por ultimo otra barrera es política. Las estrategias como el Océano Azul y el Océano Rojo son estrategias de negocios desarrolladas y usadas a lo largo de los anos en el ámbito administrativo, muchas empresas se van por el lado fácil el cual en este caso seria el de formar parte de lo que es hoy en día el Océano Rojo, ya que por comodidades y por no arriesgar mucho de su empresa escogen un mercado ya existente e intentan ingresar a el como sea, abaratando costos de producción para así poder vender a un menor precio, y piensan que por tener un menor precio crearan demanda. Y es así como entre empresas o compañías van auto copando ciertas plazas en el mercado. Sin embargo el Océano Azul siendo una estrategia que incita a la innovación, crea mas plazas en el mercado en el cual su demanda se genera por si sola ya que no tiene competidores por ser única en el mercado. No hay miedo de ingresar y crear un nuevo mercado. Las personas que dan 3

pie a este tipo de estrategia son los que hoy en día se hacen llamar emprendedores. Gracias a ellos el Océano Azul toma vida y a raíz de cierto mercado crean una nueva demanda con la invención de sus productos y así no tienen que regirse por precios o categorías de otros productos existentes ya en el mercado. Me parece muy inteligente que los jóvenes de hoy en día quieran sobresalir y crear su propio Océano Azul con microempresas que a lo largo de los años serán unas empresas exitosas solo por el hecho de ser innovadores y no solo escoger el camino fácil como lo es ingresar ya a un mercado existente sino crear un nuevo mercado que demande sus productos o servicios.

Bibliografía Mauborgne, W. C. (2005 ). “La Estrategia del Océano Azul“ . Harvard Business School Press . Mauborgne, R. (Octubre de 2006). Entrevistas:Innovación estratégica. Recuperado el 7 de Julio de 2014, de asesoresdegestion: http://asesoresdegestion.com.ar/Articulos/laestrategiadeloceanoazul.pdf Ocampo, J. (2011, Febrero 24). Análisis de la estrategia del océano azúl. Recuperado Julio 6, 2014 de http://juanmiguelocampotapias.blogspot.com/2011/02/analisis-de-laestrategia-del-oceano.html Hidalgo, M. (2011, Septiembre 29). La estrategia del océano azúl. Recuperado Julio 6, 2014 de http://www.soyentrepreneur.com/la-estrategia-del-oceano-azul.html

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