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Economy Shipping Company

In: Business and Management

Submitted By jperezu
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La Corporación American Motors es una empresa dedicada a la fabricación automotriz, producía vehículos de pasajeros, vehículos recreacionales y de servicio. En 1973 habia acumulado más de $100 millones de efectivos excedentes producto de tres años de excelente productividad. AMC era pequeño en comparación a GM, Ford y Chrysler.
La industria automotriz estaba sujeta a fluctuaciones constantes en las ventas. Los gustos de los consumidores cambiaban rápida y radicalmente, y la adquisición de un automóvil representaba un gasto mayor para la mayoría de los compradores.

La volatilidad de los gustos del consumidor, junto con el largo periodo de tiempo que toma realizar el diseño, el pesado equipamiento y los gastos en desarrollo, dan como resultados riesgos substanciales para los fabricantes automotrices.

La competencia en la industria era bastante amplia e cuanto al diseño del producto, precio, promoción y la rigurosa distribución. Las ventas eran hechas sobre la base del efectivo, siendo el comerciante quien debía buscar el financiamiento en bancos o compañías financieras propiedad del fabricante.

Dentro de la industria AMC parecía débil e inestable, pero esto disminuyó con el boom de los autos pequeños. AMC se dedicó a fabricar y vender automóviles pequeños y económicos, lo que le retribuyó bastantes beneficios al irrumpir en el mercado con sus autos pequeños antes que sus tres competidores.

Una que la preferencia del público por los autos pequeños y económicos disminuyó, AMC debió decidir si continuaba fabricando sólo automóviles compactos o si seguía a sus competidores en la fabricación de autos más grandes y nuevos.

AMC decidió diversificar sus diseños, pero esto le provocó graves pérdidas, sus modelos no tuvieron suficiente éxito. Al encontrarse en grave situación financiera, AMC recurrió a GM en busca de ayuda técnica para mejorar sus modelos.

La diversificación fue nefasta para AMC, muchos opinaron que debió haber continuado con la formula exitosa de fabricar y vender autos de un solo tamaño. Es muy difícil competir en varios mercados en vez de uno solo, sin embargo, AMC debía diversificar para sobrevivir entre sus competidores.

AMC se comprometió a expandir sus ventas de autos familiares, además la industria se internaba en tiempos difíciles donde se preferirían nuevamente los autos pequeños, esto representaba una nueva oportunidad de crecimiento para AMC.

AMC prefería financiar sus costos en forma interna, intentando recurrir a financiamiento externo, esto provocaba déficit en aquellas temporadas donde las ventas eran nulas y volvía bastante riesgosa la toma de decisiones para reducir el nivel de valores comerciables.

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