quarta-feira, março 26, 2008

O que é mais importante: Lucro ou Quota de Mercado?

Para mim é claro!
No entanto, por vezes, nas salas de reunião e nas entrevistas a jornais, lucro e quota de mercado são tratados como uma e a mesma coisa, ou como duas faces da mesma moeda.

"We call for a profit renaissance, led by companies in highly contested markets who have learned how to redirect all of their marketing efforts - pricing, product, positioning, and promotion - toward earning more money rather than selling greater volumes.
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For decades, managers have heard incessantly from coleagues, superiors, professors, and pundits that their salvation lies in pursuing and preserving high market share. Consequently, they built every aspect of their organization, from strategy to marketing and manufacturing, to achieve that goal."
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"Rewarded by their superiors and their boards of directors for their market share achievements, managers rarely questioned whether they might better serve their company and their own career ambitions by doing the unthinkable: abandoning market share as their company's guiding principle for growth. What's wrong with market share as a guiding principle for strategy?"
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"When companies make in the centerpiece of their "profitable growth" strateies, it gives rise to cultures and behaviors that destroy rather than boost it."

Trechos retirados de "Manage for profit not for market share" de Hermann Simon, Frank Bilstein e Frank Luby.

Outra referência pode ser esta "Is Market Share All That It’s Cracked Up To Be?"

2 comentários:

aranha disse...

O valor mais propalado é mesmo o da quota, isto nos ambientes mais familiarizados com o Marketing (formal).
"Eu tenho 10 vaquinhas que não dão leite" vs "Eu só tenho uma... mas dá leite!"
Penso que a quota pode ter os dois valores (efectivo ou ilusório), em função da rentabilidade assegurada, mas também dos objectivos definidos à partida. A quota serve muito os objectivos de notoriedade, cujo efeito pode depois repercutir-se em ganhos de rentabilidade.

CCz disse...

"Volume is vanity, profit is sanity"

Grande frase