Sesión 2

1. Direccion Estrategica MBA Full Time EADA 2009-2010 RMB

5. O portunidades A menazas Proceso de Estrategia Empresarial © Elkin Jaramillo - 2001 Visión-Misión Valores y Objetivos Posición Inicial Grupos de Interés (Externos) Grupos de Interés (Internos) Entorno Político Socio-económico y Tecnológico Análisis del Entorno Competitivo Medios, Recursos y Habilidades Grupos de Presión (Externos) Grupos de Presión (Internos) Selección y Decisión Análisis Externo Análisis Interno Nueva Posición Proceso de Formulación Proceso de Implantación Cadena de Valor Sistemas, Procesos O portunidades A menazas F ortalezas D ebilidades

6. La Mision

9. Coherencia

13. Mission

15. Nestle : Discusion

17. FT 10/09/06

20. La Vision de Sam Walton : “ Save people’s money so they can live better”. Mision de Wal.Mart :” Everyday low prices”

22. Desarollo

26. Los Objetivos

31. Fuentes de Rentabilidad Superior

32. Ranked by Market Capitalization Performance of Biggest Companies (2006 data) Fortune 500 rank ¹ Company Market Capitalization ($ b) Net Income ($ b)² Return on Sales (%)³ Return on equity (%)4 Return on assets (%) 5 Return to share holders (%) 6 1 Exon Mobile 372 36.1 19.9 34.9 17.8 11.7 2 General Electric 363 16.4 10.7 22.2 14.7 -1.5 3 Microsoft 281 12.3 40.3 30 18.8 -0.9 4 Citigroup 239 24.6 22 21.9 1.5 4.6 5 BP 233 22.3 9.9 27.9 10.7 10.2 6 Bank of America 212 16.5 27 14.1 1.2 2.4 7 Royal Dutch Shell 211 25.3 14.7 26.7 11.6 11.8 8 Wall-MART 197 11.2 5.5 21.4 8.1 -10.3 9 Toyota Motor 197 12.1 10.7 13 4.8 -22.1 10 Gazprom 196 7.3 28.1 9.8 7.1 n.a. 11 HSBC 190 15.9 23 16.3 1 -11.8 12 Procter & Gamble 190 8.7 17.3 13.7 6.4 7.2

33. Ranked by Net Income Fortune 500 rank ¹ Company Market Capitalization ($ b) Net Income ($ b)² Return on Sales (%)³ Return on equity (%)4 Return on assets (%) 5 Return to share holders (%) 6 1 Exon Mobile 372 36.1 19.9 34.9 17.8 11.7 2 Royal Dutch Shell 211 25.3 14.7 26.7 11.6 11.8 3 Citigroup 239 24.6 22 21.9 1.5 4.6 4 BP 233 22.3 9.9 27.9 10.7 10.2 5 Bank of America 212 16.5 27 14.1 1.2 2.4 6 General Electric 363 16.4 10.7 22.2 14.7 -1.5 7 HSBC 190 15.9 23 16.3 1 -11.8 8 Microsoft 281 12.3 40.3 30 18.8 -0.9 9 Toyota Motor 197 12.1 10.7 13 4.8 -22.1 10 Wall-MART 197 11.2 5.5 21.4 8.1 -10.3 11 Procter & Gamble 190 8.7 17.3 13.7 6.4 7.2 12 Gazprom 196 7.3 28.1 9.8 7.1 n.a.

34. Ranked by return on sales Fortune 500 rank ¹ Company Market Capitalization ($ b) Net Income ($ b)² Return on Sales (%)³ Return on equity (%)4 Return on assets (%) 5 Return to share holders (%) 6 1 Microsoft 281 12.3 40.3 30 18.8 -0.9 2 Gazprom 196 7.3 28.1 9.8 7.1 n.a. 3 Bank of America 212 16.5 27 14.1 1.2 2.4 4 HSBC 190 15.9 23 16.3 1 -11.8 5 Citigroup 239 24.6 22 21.9 1.5 4.6 6 Exon Mobile 372 36.1 19.9 34.9 17.8 11.7 7 Procter & Gamble 190 8.7 17.3 13.7 6.4 7.2 8 Royal Dutch Shell 211 25.3 14.7 26.7 11.6 11.8 9 General Electric 363 16.4 10.7 22.2 14.7 -1.5 10 Toyota Motor 197 12.1 10.7 13 4.8 -22.1 11 BP 233 22.3 9.9 27.9 10.7 10.2 12 Wall-Mart 197 11.2 5.5 21.4 8.1 -10.3

35. Ranked by return on equity Fortune 500 rank ¹ Company Market Capitalization ($ b) Net Income ($ b)² Return on Sales (%)³ Return on equity (%)4 Return on assets (%) 5 Return to share holders (%) 6 1 Exon Mobile 372 36.1 19.9 34.9 17.8 11.7 2 Microsoft 281 12.3 40.3 30 18.8 -0.9 3 BP 233 22.3 9.9 27.9 10.7 10.2 4 Royal Dutch Shell 211 25.3 14.7 26.7 11.6 11.8 5 General Electric 363 16.4 10.7 22.2 14.7 -1.5 6 Citigroup 239 24.6 22 21.9 1.5 4.6 7 Wall-MART 197 11.2 5.5 21.4 8.1 -10.3 8 HSBC 190 15.9 23 16.3 1 -11.8 9 Bank of America 212 16.5 27 14.1 1.2 2.4 10 Procter & Gamble 190 8.7 17.3 13.7 6.4 7.2 11 Toyota Motor 197 12.1 10.7 13 4.8 -22.1 12 Gazprom 196 7.3 28.1 9.8 7.1 n.a.

36. Ranked by return on assets Fortune 500 rank ¹ Company Market Capitalization ($ b) Net Income ($ b)² Return on Sales (%)³ Return on equity (%)4 Return on assets (%) 5 Return to share holders (%) 6 1 Microsoft 281 12.3 40.3 30 18.8 -0.9 2 Exon Mobile 372 36.1 19.9 34.9 17.8 11.7 3 General Electric 363 16.4 10.7 22.2 14.7 -1.5 4 Royal Dutch Shell 211 25.3 14.7 26.7 11.6 11.8 5 BP 233 22.3 9.9 27.9 10.7 10.2 6 Wall-MART 197 11.2 5.5 21.4 8.1 -10.3 7 Gazprom 196 7.3 28.1 9.8 7.1 n.a. 8 Procter & Gamble 190 8.7 17.3 13.7 6.4 7.2 9 Toyota Motor 197 12.1 10.7 13 4.8 -22.1 10 Citigroup 239 24.6 22 21.9 1.5 4.6 11 Bank of America 212 16.5 27 14.1 1.2 2.4 12 HSBC 190 15.9 23 16.3 1 -11.8

37. Ranked by return to sharehoders Fortune 500 rank ¹ Company Market Capitalization ($ b) Net Income ($ b)² Return on Sales (%)³ Return on equity (%)4 Return on assets (%) 5 Return to share holders (%) 6 1 Gazprom 196 7.3 28.1 9.8 7.1 n.a. 2 Royal Dutch Shell 211 25.3 14.7 26.7 11.6 11.8 3 Exon Mobile 372 36.1 19.9 34.9 17.8 11.7 4 BP 233 22.3 9.9 27.9 10.7 10.2 5 Procter & Gamble 190 8.7 17.3 13.7 6.4 7.2 6 Citigroup 239 24.6 22 21.9 1.5 4.6 7 Bank of America 212 16.5 27 14.1 1.2 2.4 8 Microsoft 281 12.3 40.3 30 18.8 -0.9 9 General Electric 363 16.4 10.7 22.2 14.7 -1.5 10 Wall-MART 197 11.2 5.5 21.4 8.1 -10.3 11 HSBC 190 15.9 23 16.3 1 -11.8 12 Toyota Motor 197 12.1 10.7 13 4.8 -22.1

38. Definitions Ranked by market capitalization. Source Financial Times 1 Source fortune 2 Pre-tax as percentage as sales revenues Source: Hoovers 3 Net Income as a percentage of (Year end) Shareholders, equity. Source: Hoovers 4 Net Income as a percentage of (Year end) Total Assets. Source: Hoovers 5 Dividend + Share price appreciation. Source: Fortune 6

44. Ford versus Toyota Return on Sales ROCE F: (6.7%) T: 14.1% F:(2.7%) T:8.7% Sales/Capital Employed F.2.46 T:1.63 COGS/Sales F:89.1% T:77.4% Depreciation/Sales F:5.3% T.4.0% SGA/Sales F:8.3% T:9.9% Fix Asset Turnover F:3.8 T:3.9 Invent Turnover F.14.9 T.12.4 Credit Turnover F:6.5 T:10.1 Cash Turnover F:116 T:14