Caso de estudio para enseñanza. Superkike: estrategias de competencia en el mercado ferretero de Barranquilla
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Fecha
2019
Autores
Daza Rubio, Robinson
Correa Garrido, Ronald Eduardo
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Editor
Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Ferretería SUPERKIKE S.A.S es una empresa con más de 30 años de existencia en la ciudad de Barranquilla, sumados a los de DON KIKE desde su fundación. Se ha caracterizado por su excelente atención y servicio al cliente, al igual que por brindar a sus empleados un ambiente sano de desarrollo personal y bienestar profesional.
Este caso describe la situación de la empresa SUPERKIKE S.A.S en el año 2014, cuando inicia el proceso de relevo generacional al pasar de la primera generación conformada por dos hermanos como socios fundadores en el año de 1986 a la segunda y se decide que uno de los hijos de estos primeros socios asuma el rol de la Nueva Gerencia, con un enfoque más moderno que le permita a la organización tomar un nuevo aire e iniciar una etapa de modernización y adecuación del negocio a las exigencias actuales del mercado.
El sector de las ferreterías en Barranquilla siempre ha sido muy competido, lo que demanda que las empresas participantes en el mismo, estén en constante evolución y tomen decisiones acertadas para no perder su participación y puedan crecer a pesar de las circunstancias que enfrentan.
FERRETERÍA SUPERKIKE S.A.S., en el año 2014 se encontraba en una situación de competencia de mercado en la cual las cifras de crecimiento y rentabilidad esperadas por los socios fundadores no se estaban cumpliendo, al estar por debajo del 25% en crecimiento anual. En los últimos 4 años, las cifras obtenidas en crecimiento estuvieron por debajo del 20%, por lo que habían tomado como decisión de estrategia corporativa realizar la transición de la gerencia a la nueva generación, colocándola en cabeza de uno de los hijos de los socios fundadores.
Uno de los principales retos de la nueva gerencia es realizar un diagnóstico empresarial y poder definir el negocio en el que se encuentra, en los términos adecuados de estrategia de competencia en el mercado, de posicionamiento competitivo, composición del portafolio de productos y ajustar estrategias de competitividad y crecimiento, que le permitan lograr el objetivo de crecimiento planteado, a través de las inversiones que considera necesarias. Por lo tanto, la empresa debe definir si invertir o no los recursos que se sugiere.
Para lograr lo pretendido, la primera decisión que toma la nueva gerencia, es contratar un consultor empresarial que les ayude a organizar la información para entender el negocio en los términos que para la empresa sean adecuados y les permita tomar las decisiones que requieren para crecer y ser rentables.
El caso de estudio para la enseñanza gerencial que a continuación tendrán la oportunidad de leer cuenta una historia de la cual se podrán abstraer aprendizajes en Toma de Decisiones sobre Estrategias de Actuación Empresarial, Competencia de Mercado, Posicionamiento de Marca, Portafolio de Productos Empresariales y de Estrategias de Crecimiento de participación de mercado. alrededor de una trama que busca hacer la lectura del caso más atractiva y amena. Adicionalmente el caso le permitirá a los estudiantes no solo reconocer sino también conceptualizar problemas prácticos para el logro de alguna ventaja competitiva de su organización en el ambiente hostil en el cual se encuentran.
SUPERKIKE S.A.S hardware store is a company with more than 30 years of existence in the city of Barranquilla, added to those of DON KIKE since its foundation. It has been characterized by its excellent customer service and attention, as well as providing its employees with a healthy environment for personal development and professional well-being. This case describes the situation of the company SUPERKIKE SAS in 2014, when the generational relief process starts from the first generation consisting of two brothers as founding partners in the year 1986 to the second and it is decided that one of the children of these first partners assume the role of the New Management, with a more modern approach that allows the organization to take a new momentum and start a stage of modernization and adaptation of the business to the current market demands. The Barranquilla’s hardware sector has always been very competitive, which demands that the companies participating in it, be constantly evolving and make effective decisions to avoid losing their participation and can grow despite the circumstances they face. In 2014 SUPERKIKE S.A.S. was in a situation of market competition in which the growth and profitability figures expected by the founding partners were not being met, being below 25% in annual growth. In the last 4 years, the figures obtained in growth were below 20%, so they had taken as a corporate strategy decision to make the transition from management to the new generation, placing it at the head of one of the partners' children founders. One of the main challenges of the new management is to carry out a business diagnosis and to be able to define the business in which it is located, in the appropriate terms of competition strategy in the market, of competitive positioning, composition of the product portfolio and adjust strategies of competitiveness and growth, which allow it to achieve the objective of growth, through the investments it deems necessary. Therefore, the company must define whether or not to invest the suggested resources. To achieve what is planned, the first decision of the new management is to hire a business consultant to help them organize the information to understand the business in the terms that are suitable for the company and allow them to make the decisions they need to grow and be profitable. The case study for management education that will then have the opportunity to read tells a story from which learning can be abstracted in Decision Making on Strategies for Business Performance, Market Competition, Brand Positioning, Portfolio of Business Products and Growth strategies for market share. around a plot that seeks to make reading the case more attractive and enjoyable. Additionally, the case will allow students not only to recognize but also to conceptualize practical problems for the achievement of some competitive advantage of their organization in the hostile environment in which they find themselves.
SUPERKIKE S.A.S hardware store is a company with more than 30 years of existence in the city of Barranquilla, added to those of DON KIKE since its foundation. It has been characterized by its excellent customer service and attention, as well as providing its employees with a healthy environment for personal development and professional well-being. This case describes the situation of the company SUPERKIKE SAS in 2014, when the generational relief process starts from the first generation consisting of two brothers as founding partners in the year 1986 to the second and it is decided that one of the children of these first partners assume the role of the New Management, with a more modern approach that allows the organization to take a new momentum and start a stage of modernization and adaptation of the business to the current market demands. The Barranquilla’s hardware sector has always been very competitive, which demands that the companies participating in it, be constantly evolving and make effective decisions to avoid losing their participation and can grow despite the circumstances they face. In 2014 SUPERKIKE S.A.S. was in a situation of market competition in which the growth and profitability figures expected by the founding partners were not being met, being below 25% in annual growth. In the last 4 years, the figures obtained in growth were below 20%, so they had taken as a corporate strategy decision to make the transition from management to the new generation, placing it at the head of one of the partners' children founders. One of the main challenges of the new management is to carry out a business diagnosis and to be able to define the business in which it is located, in the appropriate terms of competition strategy in the market, of competitive positioning, composition of the product portfolio and adjust strategies of competitiveness and growth, which allow it to achieve the objective of growth, through the investments it deems necessary. Therefore, the company must define whether or not to invest the suggested resources. To achieve what is planned, the first decision of the new management is to hire a business consultant to help them organize the information to understand the business in the terms that are suitable for the company and allow them to make the decisions they need to grow and be profitable. The case study for management education that will then have the opportunity to read tells a story from which learning can be abstracted in Decision Making on Strategies for Business Performance, Market Competition, Brand Positioning, Portfolio of Business Products and Growth strategies for market share. around a plot that seeks to make reading the case more attractive and enjoyable. Additionally, the case will allow students not only to recognize but also to conceptualize practical problems for the achievement of some competitive advantage of their organization in the hostile environment in which they find themselves.
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Palabras clave
Habilidades gerenciales, Toma de decisiones, Competencia de mercado, Posicionamiento de marca, Estrategias de crecimiento de participación de mercado, Management skills, Decision making, Market competition, Brand positioning, Market share growth strategies