{"id":17702,"date":"2018-02-06T14:51:31","date_gmt":"2018-02-06T14:51:31","guid":{"rendered":"http:\/\/novosite.stratec.com.br\/a-matriz-de-ansoff-bcg-e-sua-relacao-com-o-planejamento-estrategico\/"},"modified":"2026-02-24T14:33:37","modified_gmt":"2026-02-24T17:33:37","slug":"la-matriz-de-ansoff-y-su-relacion-con-la-planificacion-estrategica","status":"publish","type":"post","link":"https:\/\/actiosoftware.com\/es\/blog\/a-matriz-bcg-e-sua-relacao-com-o-planejamento-estrategico\/","title":{"rendered":"La Matriz BCG y la planificaci\u00f3n estrat\u00e9gica"},"content":{"rendered":"<p style=\"text-align: justify;\">La planificaci\u00f3n estrat\u00e9gica dirige las acciones de la organizaci\u00f3n a lo largo del tiempo y mantiene al equipo alineado en cuanto a los objetivos a ser cumplidos, tanto desde el punto de vista estrat\u00e9gico como del t\u00e1ctico y operacional.<\/p>\n<p style=\"text-align: justify;\">Cuando hablamos del nivel estrat\u00e9gico, podemos aplicar la <a href=\"https:\/\/actiosoftware.com\/es\/blog\/analisis-swot\/\">Matriz SWOT<\/a> como un recurso de an\u00e1lisis de mercado, comparando nuestros puntos fuertes y d\u00e9biles con los de la competencia. Este an\u00e1lisis permite identificar las grietas de la competencia y as\u00ed mejorar el desempe\u00f1o empresarial de manera global.<\/p>\n<p style=\"text-align: justify;\">Pero cuando se trata de la cartera de productos, \u00bfQu\u00e9 herramienta utilizar para mejorar el rendimiento de nuestra mezcla de soluciones? Esto lo veremos en esta publicaci\u00f3n con la matriz de Ansoff o BCG. \u00bfViene con nosotros?<\/p>\n<p><a href=\"https:\/\/actiosoftware.com\/es\/contactanos\/\" target=\"_blank\" rel=\"noopener\"><em><span style=\"font-weight: 400;\">\u00bfBuscando un software para gesti\u00f3n estrat\u00e9gica? Conoce las mejores soluciones<\/span><\/em><\/a><\/p>\n<h2 style=\"text-align: justify;\"><a name=\"_ugrrmy6rgktc\"><\/a>Qu\u00e9 es la Matriz Ansoff<\/h2>\n<p style=\"text-align: justify;\">La Matriz Ansoff es una herramienta de an\u00e1lisis de cartera de productos o servicios.<\/p>\n<p style=\"text-align: justify;\">Esta permite averiguar cu\u00e1les son los productos con mayor participaci\u00f3n de mercado, mayor rentabilidad y relevancia para el negocio, lo que contribuye a que usted sepa c\u00f3mo componer su mezcla de productos para generar mayor rentabilidad.<\/p>\n<p style=\"text-align: justify;\">La intenci\u00f3n es identificar aquellos productos que generan ingresos m\u00e1s altos con una inversi\u00f3n menor, lo que se vuelve m\u00e1s interesante para la empresa a largo plazo, que puede escalar las ventas sin poner en marcha la operaci\u00f3n.<\/p>\n<p style=\"text-align: justify;\">La representaci\u00f3n gr\u00e1fica de la Matriz Ansoff muestra cuatro escenarios posibles:<\/p>\n<p style=\"text-align: justify;\">\u00b7      Productos estrella (cuadrante superior izquierdo): Est\u00e1n en el \u00e1pice de las ventas, sin embargo, exigen grandes inversiones debido a la alta competencia;<\/p>\n<p style=\"text-align: justify;\">\u00b7      Productos en cuestionamiento (cuadrante superior derecho): Todav\u00eda tienen baja participaci\u00f3n de mercado, pero se encuentran en un escenario de r\u00e1pido crecimiento;<\/p>\n<p style=\"text-align: justify;\">\u00b7      Productos vaca lechera (cuadrante inferior izquierdo): Son aquellos consolidados en el mercado, que generan ingresos frecuentes y estables;<\/p>\n<p style=\"text-align: justify;\">\u00b7      Productos en declive (cuadrante inferior derecho): Productos que est\u00e1n al final del ciclo de vida y que deben ser analizados con cautela para saber el momento de descontinuarlos.<\/p>\n<p style=\"text-align: justify;\">Estas conclusiones se sacan a partir de la uni\u00f3n de dos datos: Crecimiento del mercado para el producto analizado y participaci\u00f3n del producto de la empresa en ese mercado.<\/p>\n<h2 style=\"text-align: justify;\"><a name=\"_6lj79pl9yks3\"><\/a>Matriz Ansoff y la planificaci\u00f3n estrat\u00e9gica<\/h2>\n<p style=\"text-align: justify;\">Hasta aqu\u00ed, explicamos brevemente el funcionamiento de la Matriz Ansoff. Pero \u00bfC\u00f3mo influye en la planificaci\u00f3n estrat\u00e9gica de la organizaci\u00f3n?<\/p>\n<p style=\"text-align: justify;\">Volviendo a la clasificaci\u00f3n de los productos por medio de la Matriz Ansoff, llegamos a las siguientes conclusiones:<\/p>\n<p style=\"text-align: justify;\">\u00b7      Los productos estrella y los que est\u00e1n en cuestionamiento deben recibir mayor inversi\u00f3n para que traigan retornos consistentes para la empresa, generando flujo de caja a corto plazo.<\/p>\n<p style=\"text-align: justify;\">\u00b7      En cuanto a los productos de la vaca lechera, tener inversiones constantes para que contin\u00faen costeando a la empresa como un todo, mientras que las estrellas y en cuestionamiento se van consolidando en el mercado.<\/p>\n<p style=\"text-align: justify;\">\u00b7      Los productos en declive, deben dejar de recibir tantas inversiones, ya que est\u00e1n cerca de salir de la l\u00ednea.<\/p>\n<p style=\"text-align: justify;\">Tener esa informaci\u00f3n en mano permite dirigir el <a href=\"https:\/\/actiosoftware.com\/es\/blog\/5-errores-a-evitar-en-el-presupuesto\/\">presupuesto de la empresa<\/a> para que el retorno sobre la inversi\u00f3n (ROI) sea cada vez mayor, generando rentabilidad para el negocio.<\/p>\n<p style=\"text-align: justify;\">Este conocimiento tambi\u00e9n afecta a la toma de decisiones en cuanto a los rumbos de la empresa para los pr\u00f3ximos a\u00f1os: As\u00ed se sabr\u00e1 si hay que seguir en el mismo mercado, buscar diversificar los negocios o invertir en innovaciones que puedan aprovechar los resultados.<\/p>\n<p style=\"text-align: justify;\">La apertura de filiales o cierre de las mismas tambi\u00e9n es influenciada por la din\u00e1mica de mercado, que puede ser mejor comprendida si usted sabe cu\u00e1l es el desempe\u00f1o de cada producto o servicio ofrecido por su compa\u00f1\u00eda.<\/p>\n<p style=\"text-align: justify;\">A la hora de definir las campa\u00f1as de marketing y ventas, utilizar la Matriz Ansoff ayuda a dirigir mejor los objetivos de marketing y con ello, permite generar m\u00e1s negocios para la organizaci\u00f3n, siempre pensando en la sostenibilidad a largo plazo.<\/p>\n<p style=\"text-align: justify;\">\u00bfDesea seguir aprendiendo m\u00e1s sobre planificaci\u00f3n estrat\u00e9gica? \u00a1Conozca <a href=\"https:\/\/actiosoftware.com\/es\/blog\/las-herramientas-de-gestion\/\">3 herramientas indispensables<\/a> a la hora de pensar en el futuro de su organizaci\u00f3n!<\/p>\n<p><em><span style=\"font-weight: 400;\">Mant\u00e9ngase al d\u00eda con los mejores contenidos de gesti\u00f3n a trav\u00e9s de nuestro <a href=\"https:\/\/www.facebook.com\/actiolatam\" target=\"_blank\" rel=\"noopener\">Facebook<\/a> y <a href=\"https:\/\/www.instagram.com\/actiolatam\/\" target=\"_blank\" rel=\"noopener\">Instagram.<\/a><\/span><\/em><\/p>\n<p style=\"text-align: justify;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-18587 size-full\" src=\"https:\/\/actiosoftware.com\/wp-content\/uploads\/2018\/11\/bot-solicite-pt.png\" alt=\"Software de gesti\u00f3n estrat\u00e9gica\" width=\"600\" height=\"150\" srcset=\"https:\/\/actiosoftware.com\/wp-content\/uploads\/2018\/11\/bot-solicite-pt.png 600w, https:\/\/actiosoftware.com\/wp-content\/uploads\/2018\/11\/bot-solicite-pt-300x75.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Cuando se trata de cartera de productos, \u00bfqu\u00e9 herramienta deber\u00edamos utilizar para mejorar el rendimiento de nuestra combinaci\u00f3n de soluciones? Conozca la Matriz BCG.<\/p>","protected":false},"author":10,"featured_media":17904,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1246],"tags":[],"Idioma-posts":[1169,1167],"class_list":["post-17702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia-e-performance","idioma-posts-espanhol","idioma-posts-portugues"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A Matriz de BCG e o planejamento estrat\u00e9gico - Actio<\/title>\n<meta name=\"description\" content=\"Quando se trata de portf\u00f3lio de produtos, que ferramenta utilizar para aprimorar o desempenho do nosso mix de solu\u00e7\u00f5es? 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