{"id":60984,"date":"2020-05-26T12:40:23","date_gmt":"2020-05-26T10:40:23","guid":{"rendered":"https:\/\/blog.euncet.com\/?p=60984"},"modified":"2025-08-30T14:18:55","modified_gmt":"2025-08-30T12:18:55","slug":"estrategia-denfocament-competitiu-webinar-a-carrec-dalfonso-orozco","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/estrategia-denfocament-competitiu-webinar-a-carrec-dalfonso-orozco\/","title":{"rendered":"Estrat\u00e8gia d&#8217;Enfocament Competitiu, webinar a c\u00e0rrec d&#8217;Alfonso Orozco"},"content":{"rendered":"\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/05\/Alfonso-Orozco-1-300x300.jpg\" alt=\"\" width=\"300\" height=\"300\" \/><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #222222;color:#222222\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #222222;color:#222222\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.euncet.com\/blog\/ca\/estrategia-denfocament-competitiu-webinar-a-carrec-dalfonso-orozco\/#Agroinsums_quan_la_duenez_reflota_una_empresa\" >Agroinsums: quan la due\u00f1ez reflota una empresa\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.euncet.com\/blog\/ca\/estrategia-denfocament-competitiu-webinar-a-carrec-dalfonso-orozco\/#Creacio_de_valor\" >Creaci\u00f3 de valor\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euncet.com\/blog\/ca\/estrategia-denfocament-competitiu-webinar-a-carrec-dalfonso-orozco\/#Prioritats_de_lempresari\" >Prioritats de l&#8217;empresari\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euncet.com\/blog\/ca\/estrategia-denfocament-competitiu-webinar-a-carrec-dalfonso-orozco\/#El_principi_de_concentracio_estrategica_enfocament_i_generacio_de_valor\" >El principi de concentraci\u00f3 estrat\u00e8gica, enfocament i generaci\u00f3 de valor\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euncet.com\/blog\/ca\/estrategia-denfocament-competitiu-webinar-a-carrec-dalfonso-orozco\/#Enfocament_competitiu_laposta_pel_futur\" >Enfocament competitiu, l&#8217;aposta pel futur\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Alfonso Orozco, president del Consell d&#8217;Administraci\u00f3 d&#8217;Agroind\u00fastries Kankab, ha estat l&#8217;encarregat de presentar el webinar &#8220;Estrat\u00e8gia d&#8217;Enfocament Competitiu&#8221;. Orozco \u00e9s tamb\u00e9 president del Consell Del Lago Investments, membre del Consell d&#8217;Administraci\u00f3 d&#8217;importants Empreses Familiars a M\u00e8xic i Estats Units, Membre de TMA Turnaround Management Association i conferencista en diverses escoles de negocis, aix\u00ed com en diversos f\u00f2rums empresarials a M\u00e8xic, Estats Units, Centre i Sud-am\u00e8rica.\u00a0\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Agroinsums_quan_la_duenez_reflota_una_empresa\"><\/span>Agroinsums: quan la due\u00f1ez reflota una empresa\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>Durant el webinar, Orozco va compartir el proc\u00e9s de consultoria que van realitzar per a l&#8217;empresa <b>Agroinsums <\/b>mitjan\u00e7ant l\u2019aplicaci\u00f3 de la <a href=\"https:\/\/blog.euncet.es\/duenez-liderazgo-webinar-carlos-dumois\/\" target=\"_blank\" rel=\"noopener\">Due\u00f1ez empresaria <\/a>i l&#8217;Estrat\u00e8gia d&#8217;Enfocament Competitiu, els propietaris del negoci van aconseguir millorar la creaci\u00f3 de valor reduint p\u00e8rdues.\u00a0 Com ja s&#8217;ha abordat en els anteriors webinars de la s\u00e8rie &#8220;<strong>El Rol de Due\u00f1o en Tiempos de Incertidumbre<\/strong>&#8220;, la due\u00f1ez empres\u00e0ria consisteix en el quefer m\u00e9s rellevant d&#8217;una empresa. \u00c9s la gesti\u00f3 de la seva prosperitat i perman\u00e8ncia que respon per la seva vida i per la seva ra\u00f3 de ser per damunt de tot.\u202f\u00a0<\/p>\n<p>Per contextualitzar la magnitud de l&#8217;empresa, Orozco va posar els assistents en antecedents explicant que Agroinsumos va ser fundada el 1985 per Don Mateo Fern\u00e1ndez i els seus fills Mateo i Federico. Es va centrar en els productes agroqu\u00edmics que, gr\u00e0cies a la seva gesti\u00f3, va fer que l&#8217;empresa creix\u00e9s r\u00e0pidament i expand\u00eds la seva influ\u00e8ncia de local a nacional. El 2010 va morir Don Mateo i un dels seus fills va assumir la Direcci\u00f3 General. En aquest punt es detecta que, malgrat que les vendes augmenten, en els \u00faltims anys els resultats no milloren. Aix\u00ed \u00e9s com aquestes es converteixen en un factor cr\u00edtic de creixement.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/BnzRbyoguxCUKO0DtZJP6H4JyIT2Saii6-MyOasc_NOpqipPEpgxXrF0jE4nhILfdSYkwQmCUf9khFmPO8SL7T8Z-ftk_pBQtTizwfsWl_QaITvQZ2eTmXb4sBRCapOOxLfOmIk9\" alt=\"\" width=\"528\" height=\"288\" \/><\/p>\n\n<p>Malgrat tenir un creixement de les vendes d&#8217;un 22,78%, no \u00e9s suficient per fer front als increments que es produeixen: un 38,7 % el cost, 57,2 % de la despesa i un 44,4% dels passius.\u00a0 Decreix l&#8217;EBITDA a un 7,6%, per la qual cosa el valor decau de 62 mil milions de d\u00f2lars el 2014 a 6 mil milions el 2017.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Creacio_de_valor\"><\/span>Creaci\u00f3 de valor\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>Davant aquesta situaci\u00f3, Mateo i Federico mostren una gran inquietud per saber com recuperar la ruta de Creaci\u00f3 de Valor. Aplicant la pir\u00e0mide que forma la &#8220;Creaci\u00f3 de Valor&#8221; s&#8217;arriba a diverses conclusions: el valor creat ve creixent, per la qual cosa el problema no est\u00e0 en la captura; tampoc la multiplicaci\u00f3 \u00e9s un problema perqu\u00e8 continua creixent, tot i que amb un factor menor a 1. El problema principal rau en l&#8217;\u00e0rea de la generaci\u00f3 de valor: on est\u00e0 situat el negoci i qu\u00e8 necessita per cr\u00e9ixer.\u00a0 Arribat a aquest punt \u00e9s quan es procedeix a revisar amb m\u00e9s deteniment les prioritats del negoci.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Prioritats_de_lempresari\"><\/span>Prioritats de l&#8217;empresari\u00a0<img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/JTVOWnT6t8MMuVohoJmI02rXmpwP77xLx1xFHS_7MSiJ55pUILaMnISroIqNZ5qgsGLY0oDBe3MKR6aa1XL2vK3wdV1k7Ix2SJ3JBOVaUyRgMcdPNwzmSXlg6FJfU9Kq-YBum9O5\" alt=\"\" \/><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>Per a Orozco, les prioritats de l&#8217;empresari s&#8217;han de basar en: lideratge, sincronia i rendiment.\u00a0<\/p>\n<p><\/p>\n<p>El <b>lideratge <\/b>que s&#8217;exerceixi ha de ser aquell que porti a dominar els competidors. \u00c9s crucial que el negoci es converteixi en la decisi\u00f3 final dels clients. Aquest criteri ha d&#8217;estar en la ment del l\u00edder perqu\u00e8 multipliqui el negoci.\u00a0 La <b>sincronia <\/b>haur\u00e0 d&#8217;existir entre l&#8217;operaci\u00f3 i les finances perqu\u00e8 el creixement no el produeixi efecte &#8220;boomerang&#8221; i acabi sent letal per a l&#8217;evoluci\u00f3 de la companyia.\u00a0\u00a0 Un <b>Alt Rendiment<\/b> ser\u00e0 un dels factors importants tamb\u00e9 perqu\u00e8 totes les decisions i accions que s&#8217;apliquin vagin alineades amb els objectius marcats.\u00a0\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"El_principi_de_concentracio_estrategica_enfocament_i_generacio_de_valor\"><\/span>El principi de concentraci\u00f3 estrat\u00e8gica, enfocament i generaci\u00f3 de valor\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<figure><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/amnS5HSfZi6reVHBrCc9JasdkJJw9mJ_hzqec1JWhlWpXMdRYP9EtVM7Chepb7knw0joAtwZbYtVnhzbD-0Q1V9uqa-iJD8sO9fnM6jMMSse1BVVKBAs7OK0wJAk1Awj0cOXmSzh\" alt=\"\" \/><\/figure>\n\n<p>El Principi de Concentraci\u00f3 Estrat\u00e8gica ser\u00e0 un altre dels factors clau per assegurar la viabilitat del negoci i apostar per un enfocament competitiu. Aquest principi concep cada negoci com si fos l&#8217;\u00fanic. I, per aix\u00f2, s&#8217;haur\u00e0 de dedicar els millors recursos a aquells que brindin millors oportunitats i, en cas de detectar que no \u00e9s viable ser\u00e0 el moment de procedir a l&#8217;abandonament estrat\u00e8gic.\u00a0<\/p>\n\n<figure><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/HwPgZhdlJgChv3_GyXRuh75uqESX9LcuISut_jO-B6rW9kAPjWB8w8EskcafB7jwLa6xH8hCpbmpfoC9ALKRlEVcMsOTSZ1opvIdVjcIz2g1ppb39xhUScduedPuqgBRpr5qriCb\" alt=\"\" \/><\/figure>\n\n<p>Seguint amb el cas d&#8217;Agroinsumos, un cop detectat el problema s&#8217;ha d&#8217;aplicar l&#8217;esquema d\u2019<strong>enfocament i generaci\u00f3 de valor<\/strong>. Preguntar-se per la &#8220;<strong>fertilitat<\/strong>&#8221; del mercat, quina oportunitat pot oferir-li al nostre negoci ser\u00e0 important per con\u00e8ixer el potencial relatiu de negoci de cada segment de mercat. En aquest punt ser\u00e0 clau que el l\u00edder sigui realista i creatiu per aprofitar les oportunitats i saber llegir la situaci\u00f3. Un altre punt ser\u00e0 la <strong>diferenciaci\u00f3<\/strong>, com fer \u00fanica i diferent l&#8217;oferta del negoci; i el <strong>posicionament<\/strong>, com podem situar-nos davant la compet\u00e8ncia com a referent.\u00a0<\/p>\n<p><img decoding=\"async\" style=\"font-size: 16px;\" src=\"https:\/\/lh4.googleusercontent.com\/WpPG2fnwaLOJrcElatM9v8ARpFnksMafUxtsyijhFb4cOtkUpjMymf30w7ruB4xrdZ6x_e1SWcRP1xm3v0AzIcQpTNM-4Z9BZh72331RCu4ASU_VgJ0otpdSf8Dlg5wXRHPaeaBZ\" alt=\"\" \/><\/p>\n\n<p>Amb aquests elements es van analitzar els negocis i els de la compet\u00e8ncia arribant a les conclusions:<\/p>\n<ul>\n<li><b style=\"font-size: 16px;\">Aplicar enfocament i Due\u00f1ez<\/b> i una <b style=\"font-size: 16px;\">excel\u00b7l\u00e8ncia operativa i financera<\/b> millorar\u00e0 el Core Business Actual\u00a0<\/li>\n<li>La recerca de <b>negocis disruptius<\/b> far\u00e0 que els nous negocis que es descobreixin portin la companyia cap a un Lideratge sustentable.\u00a0\u00a0<\/li>\n<\/ul>\n\n<h3>Per fer-ho efectiu es va aplicar una metodologia basada en 3 passos:\u00a0<\/h3>\n\n<p><strong>1- An\u00e0lisi per combinacions Producte-Mercat. <\/strong>Basat en l&#8217;an\u00e0lisi de cubells i en criteris qualitatius es van obtenir dades i informaci\u00f3 en 3 dimensions: clients, productes o serveis que s&#8217;ofereixen i dades de la venda.\u00a0\u00a0<\/p>\n\n<figure><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/8o07zDaoFNyk1g2Pd2Q8HRo4MC0yijLxgoNqfHhaIB-daiJSmzX9cBLkhLBtuwuEKSDvEv3KKwTeFJJijmTKFZYtlLnQrJtHsqMLr9mMfT56tMq1avaTmbb7TdDnPJJ2kCX2qBAQ\" alt=\"\" \/><\/figure>\n\n<p>Tamb\u00e9 es van delimitar els criteris qualitatius per triar les oportunitats i decidir abandonaments. \u00c9s una jugada de lideratge i alta rendibilitat. La cadena de subministrament ha de ser confiable i assequible, els productes agroqu\u00edmics tenen una banda toxicol\u00f2gica, per la qual cosa s&#8217;ha de considerar a l&#8217;hora de seleccionar els productes. Tamb\u00e9 cal ser conscient de la vida d&#8217;anaquel de la mat\u00e8ria primera i del producte, aix\u00ed com el proc\u00e9s d&#8217;obtenci\u00f3 de permisos i patents i l&#8217;an\u00e0lisi del Capital de Treball.\u00a0 S\u00f3n criteris qualitatius que no apareixen quan es fa una primera an\u00e0lisi i serveixen per generar hip\u00f2tesis de concentraci\u00f3 i d&#8217;abandonaments.\u00a0<\/p>\n<p><\/p>\n<p><b>2 \u2013 Hip\u00f2tesi de Concentraci\u00f3 i abandonaments. <\/b>Amb una arquitectura d&#8217;informaci\u00f3 es coneixeran els resultats que tenen els productes i s&#8217;haur\u00e0 d&#8217;enfocar en aquells que millor retenen amb marges superiors.\u00a0\u00a0<\/p>\n<p><b>3 \u2013 Alineaci\u00f3 a les noves prioritats estrat\u00e8giques.<\/b> Un cop s&#8217;exerceix l&#8217;abandonament estrat\u00e8gic l&#8217;equip de treball es desorienta.\u202f \u00c9s important potenciar l&#8217;alineaci\u00f3 a les noves prioritats estrat\u00e8giques mitjan\u00e7ant reunions cont\u00ednues. Han d&#8217;entendre cap a on va l&#8217;empresa. Tamb\u00e9 es procedir\u00e0 a la instal\u00b7laci\u00f3 d&#8217;un nou CRM, moviments de gent clau, aix\u00ed com a la implementaci\u00f3 d&#8217;un nou sistema de remuneraci\u00f3.\u202f\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Enfocament_competitiu_laposta_pel_futur\"><\/span>Enfocament competitiu, l&#8217;aposta pel futur\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<figure><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/uIPbchdh0ZaCmG93pSjlibhCr2hopclaYCYdd0GJQwa_oQ0tQ8Gy-PXS4NaXf5RiWdA8NfKzCXlA92XyBrZUSSbnBgXvLJ0OVaFpaNvaaLarruSYI7drEJtZ_1lvYBOUibOeZxCO\" alt=\"\" \/><\/figure>\n\n<p>Despr\u00e9s del proc\u00e9s de consultoria basat en l&#8217;Estrat\u00e8gia d&#8217;Enfocament Competitiu i duo, es va arribar a l&#8217;\u00faltim pas: la recerca de negocis disruptius. Es va arribar a la conclusi\u00f3 que s&#8217;havia d&#8217;apostar pel lideratge absolut en insumes per a productes org\u00e0nics sustentables. I els resultats no van trigar a arribar: les vendes han crescut a un menor ritme. Abans del 23% ara al 14%, per\u00f2 el cost va decr\u00e9ixer del 66% al 54% i la despesa del 30% al 26%. Aix\u00f2 ha perm\u00e8s que mitjan\u00e7ant els recursos que s&#8217;anaven generant es pogu\u00e9s anar liquidant.\u202fI aix\u00f2 no va ser tot, la generaci\u00f3 de valor va augmentar fins a 16 vegades passant de 62.358 el 2014 a 115.958 el 2020.\u00a0\u00a0 Orozco va concloure el webinar dient &#8220;la creaci\u00f3 de valor \u00e9s un gerundi. Sempre s&#8217;est\u00e0 fent&#8221;. Les circumst\u00e0ncies s\u00f3n canviants i \u00e9s important que s&#8217;aprofitin les oportunitats que es vagin presentant.\u00a0<\/p>\n<p><\/p>\n<p><b>CEDEM <\/b>oferir\u00e0 un nou webinar seguint aquesta l\u00ednia de lideratge en les organitzacions a c\u00e0rrec de Carlos Dumois, <b>president i Soci Fundador de <\/b><a href=\"https:\/\/cedem.com.mx\/\"><b>CEDEM<\/b><\/a>. Sota el nom &#8220;<strong>Viratge estrat\u00e8gic: canviar o morir<\/strong><strong>&#8220;<\/strong>, Dumois presentar\u00e0 pas a pas aquesta metodologia, especialment dissenyada per superar situacions de crisi o estancament.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alfonso Orozco, president del Consell d&#8217;Administraci\u00f3 d&#8217;Agroind\u00fastries Kankab, ha estat l&#8217;encarregat de presentar el webinar &#8220;Estrat\u00e8gia d&#8217;Enfocament Competitiu&#8221;. Orozco \u00e9s tamb\u00e9 president del Consell Del Lago Investments, membre del Consell d&#8217;Administraci\u00f3 d&#8217;importants Empreses Familiars a M\u00e8xic i Estats Units, Membre de TMA Turnaround Management Association i conferencista en diverses escoles de negocis, aix\u00ed com en [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":53031,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[457],"tags":[],"class_list":["post-60984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webinars-ca"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Estrat\u00e8gia d&#039;Enfocament Competitiu, webinar d&#039;Alfonso Orozco<\/title>\n<meta name=\"description\" content=\"Alfonso Orozco ha estat l&#039;encarregat de presentar 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