Não pude deixar de recordar o que tinha lido durante a caminhada matinal:
"A company formulating its growth strategy needs to develop insights into trends, future growth rates, and market structures at much greater depth than the aggregate industry level. Insights into sub-industries, segments, categories, and micro-markets are the building blocks of portfolio choices. They are indispensable for companies seeking to make the right decisions about where to compete.
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...Trechos retirados de "The Granularity of Growth - How to Identify the Sources of Growth and Drive Enduring Company Performance" the P. Viguerie, S. Smit e M. Baghai
Granularity level G0
The Earth—or, in our context, the global marketplace—is the highest level of aggregation with the least granularity: the ultimate segment of one. The world economy is growing by roughly 6.2 percent a year in nominal terms.
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Granularity level G1
If we want to investigate why some companies grow at a rate that is faster or slower than about 6 percent, the first step is to divide up the economy. The Global Industry Classification Standard (GICS) carves it up into 24 broad industry groups ranging from telecommunications services to energy to biotech.
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Granularity level G2
Frankly, decisions at the G1 level (such as whether to be in telecommunications, energy, or biotech) are not within the ambit of most companies, so we need not dwell on them here. To get to a deeper level of granularity, we can break down the 24 groups into 151 industries by using other readily available GICS statistics. For instance, the “food, beverages, and tobacco” group breaks down into the component industries “food,” “beverages,” and “tobacco.”
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Granularity level G3
Each industry can then be divided up again both by sub-industry and by market (country or region). Within the food industry, for instance, two examples of sub-industries might include frozen foods or savories, oils, and dressings.
In analyzing companies’ performance we found that it was usually possible to reach the G3 level of granularity by taking the finest level of data that companies report to the markets. Provided we have access to enough information, we can zoom in on individual sub-industries in individual markets: frozen foods in China, say.
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Granularity level G4
Sometimes it is possible to use proprietary databases and internal company data to dig deeper than the level at which companies normally report. The definition of the G4 level of granularity varies slightly from industry to industry, but, in essence, it’s the level of categories within sub-industries (such as ice cream within frozen foods) or customer segments within a broad product or service category (such as weight-conscious snackers). The G4 level is important: it represents the minimum level of granularity at which companies need to operate when setting growth priorities and making decisions about resource allocation.
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Granularity level G5
This is a view of the world at the level of individual customers and transactions —the ultimate segment of one, numbering many billions. [Moi ici: Levar ao extremo o B2I (2018 e 2013)]
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