Cualquier empresa debe definir objetivo generales y, posteriormente, explicitar la fórmula con la que planea lograrlos, superando a su competencia.
Muchos negocios nunca llegarán a ser rentables porque fallan en el pilar básico del éxito: la Estrategia Competitiva. De hecho, en mi experiencia como consultor veo negocios que fueron concebidos para entornos sin competencia o con competencia muy baja y que, posteriormente, como no podía ser de otra manera, han recibido una competencia que les ha des-posicionado y complicado enormemente la viabilidad.
La Estrategia Competitiva se define como la fijación de unos objetivos generales y la fórmula que se va a utilizar para lograrlos superando o sorteando a la competencia. Estos objetivos, por lo general, estarán referidos a unos ratios de rentabilidad sobre la inversión, cash flow o número total de clientes y a la sucesión de objetivos menores que actuarán como KPI´s (Indicadores Clave) del Cuadro de Mandos.
En cuanto a la fórmula, la cosa es más complicada…
¿Cuál debe ser el punto de partida? Contar con una ventaja competitiva sostenible. Ésta debe ser una cualidad o capacidad superior a la de nuestros competidores, capaz de generar beneficios económicos superiores y con la que vamos a poder contar por mucho tiempo, porque ya no existen las ventajas competitivas eternas.
La ventaja competitiva puede derivar de unos costos unitarios más bajos, cuando contamos con:
- Economías de escala de la empresa por contar con un gran número de sedes.
- Economías de escala de gimnasio por ser éste de gran tamaño.
- Poder de negociación con proveedores y clientes por el volumen de negocio manejado.
- Acceso preferente a la administración con subvenciones o ventajas fiscales o de inversión.
El competidor que cuenta con los costos unitarios más bajos en un área geográfica determinada adoptará esta ventaja competitiva y a partir de la misma desarrollará su estrategia, pero todos los demás competidores en esa área deberán optar por contar con otro tipo de ventaja competitiva basada en la Diferenciación:
- Lograr una marca más reconocida y valorada.
- Contar con alguna tecnología superior de cara a los procesos o servicios.
- Desarrollar un marketing más eficaz en lograr potenciales clientes y conversiones en altas.
- Contar con servicios únicos por su tipología.
- Poseer una cultura corporativa de excelencia que sea percibida por el mercado como claramente superior.
Una vez definida la Ventaja Competitiva, habrá que desarrollar a partir de ella y de forma coherente con la misma el Posicionamiento Estratégico de la empresa:
- Es el lugar que nuestro servicio ocupa en la mente de los posibles clientes.
- El concepto que tienen de nosotros.
- El atributo por el que se nos conoce.
El tercer paso, será plasmar la denominada Propuesta Única de Venta (PUV) que habrá de ser una frase, a utilizar en nuestras comunicaciones de marketing, que resuma nuestro posicionamiento y el motivo por el que debemos ser elegidos por nuestros potenciales clientes, por ejemplo: “Con nosotros bajarás de peso porque somos los mejores especialistas en entrenamiento metabólico”.
A partir de este punto, habrá que desarrollar un Plan de Implementación de la Estrategia, pero ese ya es tema para otro artículo…
Chano Jiménez es autor del libro “Vended Malditos Benditos”. Doctor en Economía, Máster en Gestión Deportiva. Máster en Dirección de Empresas y Consultor de Centros Deportivos | info@chanojimenez.com
Texto publicado en la edición Nro. 88 de la revista Mercado Fitness – Año 2018 – Mayo / Junio
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