tulo IV

tratgia e tactica: eyoluo nceptual e instrumentos

tratgia e tctica: evoluo nceptual e instrumentos

lnrroduo

enquadramento

Ctinrmdgi,presumirclnrcntcno+culoXIx.C.,trrisdascontnbuisPionxsde ilGns(.d. 2001),s.ndJeencga mlita. quch dibuidr rruorn dJFnnekd si

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.. onp oopo c.'or.n.r , ^3a.1.atiat

no

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ndbuto n.onronel
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Brl mcntc .o n s ideador gnndes Bmx (270-228 r.C ), i ib

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sc rimv; dc

orgnico ou .2vs de

rqunFc5!

se.on

barc cm novos produroJ

rou

novos

m.rrdos c/ou Ddo1 {tuis r/oD

G cono

se G como)

rnrn iuNr ddcmind indrn

d

detemn

se

$sa

rpor
hsc

susccpdvd dr PrduztroROrdesjd.)r

Cono scl..cionai

are

rs r?s alrcNivr

engcs.

nln rd.qurd, .om

rnni sncdcftorti

:lem do lomilrmoc,rdoloB, do poccso d lornuliro csrrgic2 que ProPc, so de dsncr xs scsintei .oii6uis A relcnci coni']tr j snre,ir, no pr..eso dt lornulo 6r.!gicr; A mpornciaqut tribuitr,i ffqncl*cmpo, mnurcno dc um lnhr.ondutorx conrm cntc os yior n8.ior dr orsmiziio (xsP(.o,luc r rcvcse de PtrfriolJ im pon.ir por.onnu us toio ssnd: a movifr. os de dso Geldonl mnenhtPonros d), umtr vez quc pcrnitc quc. orginizro, cnbon 'li{.si6.mdo, d.lorlel rlguns FCS doJnor*gmdd dcnrdo): A prt.upi. eviden. ird .on
s

'.o nFetnc1is"

Asusrn.xs,iniqueleiempo,cnaqucltobrtr, sobrc o con.cito d vr8ens compctiivsnr{ orgrizr6 (qe apcnar vnir 5r popuhiado rt .s dePois, Po

!dohrdqltbouoeldcqhb idr
1dr oi riaa! e',; t tuft hq4wn -6(reso' L'dX? f o 6 ra,ro mc. ,r. -..,-Pr.

@na

nqtr
Dir?Ro.

dJo

pirr lvd.do(prpdo@rr!)

p4 rr0

. .

nporcir ribuida, nr formula sftrgicr,

dc6nio do bnnio produro-

A inroduio dr sua Mrriz dc DscNolvncnro !mtgco, ssenr. m .voluio M.dz Produro Merxdo, commrmcm conhecidr por Mrz de nsoil

d:

A nls 9D. AnsoF(196t) colocou no bnmio Foduto-mtr.ado no scu prcccso 6rml d. aohulo .srrigi.x pisou r connuii x pxrtir dri, umr d qnc ccndris do prcccso d. forh ul4o dr .s rrrgis orgin izxc io mis
Conaoi,e nn Frcir (1997). "s r linrlidade ltiftide uhaesrgir8..nrique emprcra s.!isl, d nccssdrdes dos ccner nc]nor quc a sua con.orrnci., .nt. t aomlh. dr 6tmtgir da olgxniio d*e tcr scnprc inicio numa vJto connal. $nd piheno deeminxdos quan os prcduos 1v.ndft x quc sgm.nros dc nrcado'
De rsro,. sintonir com Kmch Ohhe ( 1982), tlor do'rd!.!l 7r. Mind arhe Sn.gi linhr q quando dcnde qn. 'M.,za-red :b.tst th' b6t oa *dp: e n

'tt vascnceuos r 5 (1996)qu. f?z corcspond r dttgia de fra ogdiz4o id.n(o do onde d? i posr G n rpostu), m renc dc ssnc os d. hdcrdo.
ljfro r.comcndr, r propsito, I lbooo dr Mtiz d. s.gmenuo dr Indsir (lei {c Mlz Produo Mercrdo), onde devem se n.pedos odos os rgn.nor d. mercrdo d2 iF du..'k . .L.-F- de rF. .do. o. rsra.o dc n !'c'l er qL'/ n grt/.:o trj.po . n; +osr ladoat ofa?Ptu tt6").
Estc

nsi

Fig 4.3.

Mrnz Prcduro Mdrdo (Mftiz

dc S.gmcnu:o

,! InAsh,

'n,g',rdcepdkl de esinular . promver . lis rddi. sergcs

Vn

Poo.'.o.Meou

-r'- ed-

Tpo

Jrti'qu.n'o,,rm.n.ow
em

bmo

de

lsma rltnati

Pemre .o s ma dan dcnti6c.o d segn.nbs dc mcrcrdo quc mo csro pel oriz4o Gonsirdc$, po' i., cono " odotut a?f /d,'7i),

stirftG

n *nbq

Bbdqir t dnt: mtrtio.rnt?tu4.

dr con?aEtu do posic,onenro de

"'rwtu'
na

mx didl orgizao

Mtrd. con

dasuaconconcirnrnesh.M* 2,1clili.aio d:s ras opes sftfBcs m pft . r idenreto dc de supdiodd.de ou inlrioridrde relnimcnte con.o.nci,

losi.io'l

erd

genricq senRs m voluo dr Mriz Prcduto-Mcrcrdo podefr 6d6!nr6 , qb (Fdrc,

{sn

don

do auncnto ou rcduo do nme de prodtrros olc cidos ou ,gmnos sedidos, n 6rnio dr mdividad. dos $gmenros on dr porxo

Epso

on

rc&o, nvs

.onletitivr d. or8iz4or
Generdjz.Fo ou esleciiz2, rvs .la ol ft dc nrcs Fdulos ou d penerto cn nvs rgentos de me@d, o 2:vs dr sur 6pccizro nor Prcduros ou

Matriz de desenvolvimento estrtgico de Ansoff

mdi96t) m.on.eptu.lio dr 6rsia osanizdonal n roo do bnio 'neredq .nduziu m rp.cn.nto dr Mrdz dc Dcs.nvolvihcnto Bdr8ico (tnd.ndinrdl M&;z d. rso') 2sknrc, jushcnE, n? Miz lodo'Mer.rdo.

ial, consrituid? pr quar .hls, .d 2 represmhndo m P3r poduto c ncrcrdo, subdivididas ene eDis e novos, confomc nsu

bi

ado(requ 5iros

aElho d:

lrcorc' hvstimenb)

do:d.ns

!u

to

deEio (diwE 6ao F

ae - Mnnzd. An.o(Mdr zdtDc.nlo 1LmorqBio) :Arifdrid! addr F(r(q.?r ).

Lara, r udrt aahaa,an,leat t ,n*n

dgcnvolvdr sobrc as .erin orgoizi.ionan tun scepiveir dc mdhom o gnu de uo .Ls o13ia6 rs Jrl4s dx rccnoloSr, d nco eNolv.nk c do mcrcdo).

4.3.7. Modelos de eilise do equilibrio da carrein

d.dsdc I960. 1970fo6maorcnrnk

etigisdcdlv,ircaio rdi.ionir.
116/no.
ido
do

pel,j.odcErnds.o.stommdos aL ,d u.ontr r o,n"qo"o..",.tu..nro ej,.iJo,.p,iJ, Ei.,\..o a" da - . i"ru r.m p. \"d.*.., ,:.".d;p".,- *,o...!-.. dcpd,, j 1 -{-nm" - n...d. J( .c..d g'n.moo.. top nnp" oo,,.,.vo o, i..:",..n h"dr

mr.id

0i.

.gi".,'oo",a'de c.onsld e ro p*o..itoi -J. .ob-..op.,.,te

pcssmHro csrttsico, poundamcnc raectrd pcloj ctoqu.r letrolitos !ue, pe .ncna rc4 r rtkl.nm dsmdoes, pondo r nu a ctmdr Frgitid,le d$ gnnd* oq;iza, 6 c didcdddd $ntid pd muies dclis, dr dapft:o is pbtLnd c rpdtrs .l;q6

)ha-s,tundmntth ic,od$envolvimcntodnsodotosisqu(6.ilitdsemrc.m!e io. idcntifciio dos ncgcios en quc srmdes r cofrFlcns o$irizars ddfln loskr
ncscos em qe dcvdaD desinygtia

i slec.ionn

dc cnn r

rnne pmptir de;es-

ilisrp..o d "b, d,.r o- s,o. rE,.Ba.'.omprn\.do.dJ J,t.,, oo. no:d,,.. r dpq . dJ -,,o'l'o.oe-o/'..p...r..q,or. d. mfl do eM.
b(onc'mdo .c.p(."..,..,l 6pe..ivr arjr o4senkl).
Dhbn,

io 8 1:4roo! ,p,..cn.o'r odo, ,.u,n,30.'o e.1ac.

r. nd

ocroB:L

.,n

d,j- (._r

cs,

r,j.

1.ao.io.

n*k.ondro, i

inr8.o, no rnbico dr ss.o ss, do

coto.

s peo.upaJs idenciadas p.l ogana{ de enr (dsign!mcnte ro nivet da idrdc de ilis c rcion{io dd sua opd sqgrq\ ;pr{io do su ds.n_ o cm dofr ln ios d. rtividadc diftrtn kr do .uno r mtodos e nsufrn bs d c - adrv\ i lonogncG - e g.to do *u pocflio div^ificrdo de nescios) i Nrttn j6r, tubi,g Grclp 6cq, tundada.n \963 por B.Lcc D. Hcndeson, subscrtve ,nR condbu df \l atu d., rt,r i. (cgilioJ o,gn,.".o.,4c.ddtr -d !a.,oi,t !

.l

!d.-q60 do..a,,1. i.n odeo.d. ..r..docu r'b, J.u, c.,Jo. vR !.o.d.

c,g3.

Vr'

. J,

'..,hcn.o, ?,.

n.a

v" id.rr'rinu

\ra , i

LaL p, Vh

o QgoJ

M-r.wrt \ta..lt

t.

r.na ol.1r,) ,tr rtg! s, o ,r(:c.otdzou r cvdnc d.ct(ibn di.ulvrdr.\!r,!ir,dca.ordon x!urlr obt(nioJr,luod.,nna. Jo i.L'si!i d. umnriu!p.rn.rtufxlL'n, nnpl.i.frsnrddc,por 'nij:..do.i n vn. i.xp,rrJ. mns hrgcA dc lur..
1)lr,r:

nxlL

d,

do

.on.do

dr

(o i

ol' io dC_. n..dd' r. rpft.j,no.lrnn( ,1!d1J( 9-0. dr uniriri.de.2\ Dcdlllogindc ioih. dt rtj,rdr o(g.ior proporr po!ux lonn1.oft .on.ora:
A

'L.:goroor
GE,

.t,|ln, t ) t-tlt, t1^\.r .on r l1rrtr ot. !u. rch.onr o cnt{, J( vjrli dr in

o.

i,lof

. 4, L,(tr...n.ol$.niorna61,,r/Z/d,.(a,).dsdyl'.'r'"nrrzd. rigndr po. \tirz Jr Ax.Livid.!t(rlrjio conp(irnl (ud)!,n Jd(!, nir thnz .

vt.K*.r), ttrr r.lcnrx x rididid. di tdrn l.u rsDcnbl .om i losio .oinpniyishi!rt1orgior,iioncnriidu.1o!rlrbn,!l! cr.ido;t r, atrya,r, (scnr lye i Ij d. OpotrD LJ]J,iYul'rElilnldc, qu. .lx.itrq!rrJr Nlcr.rlo llcli.yi dr olg iio.r I RdxIilnlxdcdo n6ri do Fr ,nrir aoi to.ionur. nrtho' rdl l)ttr ?7). I t( /btq!h! - or .onnLl(tr i( gorio rnilri rortc rftiLrxrtr

Efl nodlos d Bsri {rc drt(;i ooim-\. .\r..irtnrnrr \o.r.imJ.\ f rgdl|o do Nfl(rir'J(o(g&idlr(h.nm o\oufiioldtorLz4.\qustr,undn\;iriDdrr .bofu l!$rn b,r,n r( idotRdo: po. orgiurr\ q( xuo sn viJ tcgmcnto\ d.
Drrenn, (l.nro(la D$ni o.l*i R.yr.D

d.

r|rtr,rir

jqDi6!n \r

p.luinro p.nc1,.rm.

ntrtr

,\scgn.iro ilrlrD.nr. ri. rt r!{ (rtoritiy}dro.gnizrcscls srLr.i ss dt .d nN Jr ff unldtrdr d (g.ioi

rroD.!d i .rtinft r ,rrcjl orc

drs vi!
Ltrs

G oLrj!dnlJ

c o\

indrido,1. dcscrpdh.

unidrdad! i(g(i.ii
nrE

opri,zr x itrdrio d.r rt.u.\

o\rtios nqoJ,.nr lnnio Llcodgr

srgunro rqul nnr Jo NrttLio ic ncg.jos. Dio p.nr.D iuosdr r.ivLtld d! iodiir,rrcg(ntor dr mft ado. n* inb xo riyrL dtr pnnr &rn|(rnna d: .gn;4rlr (nkbiLmadr, .ocopri nio,los ll roi nDn.<ir\ gd],^ ! 6rcc.

4. .7.

l- Nheiz
dd

de

cres.in,eni/cres.im.nr.

.d!rCrt{!,rh, trLlh disnrh d..{furr4,,r,/ ,r,,1, r ,u? ((rouo (lo nq.io dr trnro$ rio. cr k.\ dr u trodura \(snqo (lc of.omo unr rodo .o.as.m.n.odo dd.. ldnj) ou smcnro 'n!rcnl! pcmjrinJa rf.r r r. r osin'irio ti i gml ou pdd QIl, tl qrcn
,urrt
c

d.rJju( (mi|1ru

+'lo I\t

Bbrtg ? tittun: .lvlio h.dptvzl t httunahi

7t

6a de .Jcincnto do ercado, indd. ou qreoi dr d. cs ' .-drodar(ndrdcunpodut,*gmcnrodcnradoudro8ina.ocomouodo)sm

rkrE

em don eios (r

E,

ds.nvolvidr pclo

icd.

nnc

o spccto

suintc:

| >t
:l
l

' ll

"-.a."-.r" I

.ao

|
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I

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cr5cimenb
da

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,"",*.,.'."
d

Mu.doo

*""t'
organjo

igrtt4.ro.
Dr(

cnsth/Grut

trn$
"ro,

d" , "- .drl '.B" o ortod .o ten,0e",.4 o,.., i'1 oo., oj'liiNo (rrt p|orcio1|s.urycndsGiLJ
ldor sdd o e$i,co ll.du o). L Lizrxo dc c?di m dos ncg.os M . depde rnro.on r.mde escfHrdrJ!irindrjr:
Sc

Fodcs!o!..ions
d

dx

.or!r41o

iux xi de rtsc

taM dc crcscimcno dc um d.rflmimdo neg.b lorsupeiio to da rcrpc.rim ndrr no .s. ng.i ri rprsrudo i.

idrdecr(imer

aiz .vr d. u, reL pbxixoidkriudlinldjrs.nl doquadradol Sc i Rxrd.crcscmcnodo Deg.i for i8!rl!drrd.Nim.nrod? cpc.tiy in.nculo Ginrfto)
a

d, o n.B.io represen r j xtrvlr d jnrFo tod.cor),sobRrhlrdirgnl dxfrEiz:

sc

dc um

cirdlo ($m Fccn.himcn-

dt un Jftftinado ncgci lir ntuior r d. s.cn rdi, dro 6rc ocg.io ri rcprcscnido m nr' rmvs de un .irculo G prt) insdd(limi c csqtrdrdisuitinhrdiiSoml
r mxi
de crescimeno

dx rcspecrvi

 gutu qur {rgu. cx.nplidci raplicin(lo DAdo

pli.inrDo

de

r oqrnizacs

= 9
g

C
L
t\oplo,lt irL
aa
a

@
c.escimento da orena

Figtrn.J.t

i\kni.

ar!tt/(:t6.Lur!. L lit:t;

5kuiih1Po.ixdc unra indiJir.onnm Rv O (\dplox'rcscntado fi..trn nc or\.m.nrc dc I t%. .dt dsvol\.n icivnlxn( r olgmlcl (, t C) Fnk s Pr' .{-"" Jrh. v, J tr riz d( (.im(nntd.intro r .ipii n'i.Ltrs.s x

drotri

h'lr (nr -r. .nrs lit Jr rdia (!u rprelrnn i ni qtroh dc D1do QM) fttr ^ i n$m \rLlut i PrPhiod$rir (t%l . ,\ orgrnt!i A (ssnidoel, cuji un d. oarimrb ('1rril k ul bxxn {Ifr &

'
,1.:1.7.2.

iid.osljhdodoncrc o,trrrPdcrQ\liiiorJiplrsxc; cmpa! c (iemprc dc mcoor diDcnrio do m(i{))({:r r.rs. a um ricn( nuto !,pui! D do ndo G.r{rnn(, i.cr.i {l! 2rell !. Dssx m.didi. a3!

.nirr!n Ilii?

Qvl .u{x..x.lusiaamqr,di.1Pc r\

d.rscinrcnto/quo.r de nrcrcrd

ai lmdt d$lgoalx,d A N1]nzd.Cics.im.nro,rQgoh d. M':!lo t,9u ltui .rro(, tlrt BCG, i umi md,,dlgi1 Pks.ritNi dc rnln itnr\io cnrigj.!
^rn( lnr isl.drtrendc

nrzbixxI, itx

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-r

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L

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L

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6suR quc scsuc pcrmrc rcrer o.s.n.iJ do modelo, .lesig.dncnc no qu. diz iespeio .lsificiio dos vrios negcios ., muo erp.ci,lnen, I su cxnriz.o der,lld, tvda

R.nbblidde

saixa

I !
-corhroMblxosu
nu os
a

Ponb d. lnbogao

c6,

Renhilidade hoderada

o* ito -

medivG

I4i4.13. Cftriao

de

Crrcin

M{riz

dc

CcLocnro/QgoE

dc

cGdo

D.pe.dendo do quldne ch quc posjconcn os vros nescios m mxiz, srcs podcm ser &ifiodor .ono "!ond dc inftrmsro' (mbm ddiSmdos de'dilenai. ptublm .hiu oD r.dla$), "sdcr5" Gi,r o, "rcdets"); \ lee "(,/rousau ns,n sprn ns B4 dr hdiz): ou 'cs naciros' Gmbn dmomindd /sd r,,r ou 1,jr).

@drte I

Pntoi d.

ln.(osro

dclinio, ncgcos dsmvohidos e le8ncntos dc mcrcadc ou indrias .on clcn. dc cscrcnro, mtrs onde x organro em quoft dc nddo rclrim (QMR)

ur

a+

de ne.ios ripicrmente pou.o rcnvi{,.m eledJ

elevdor

i.rincntos (i nel

dr

,,/,r4,

uxs dc r6cin.nro, quc cnpdu.o, dc) c qnc gcrm duxos nancenos

ioo P.1vr ,o
o

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l sob pcna d os

rtgdd m as

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Qg{lcIII vx.isL.ir\ consrcn cm nes.i.\tur( Mg

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