Cada coisa no seu lugar: Estratégia X Planejamento estratégico
Autor: BlogdoadministradorJr | Publicado: 2011-06-16T19:52:00-07:00

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“Nossa empresa tem como estratégia aumentar o Market Share para se consolidar como líder de mercado no país”&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; “A estratégia de nossa empresa é ter rentabilidade em detrimento ao crescimento da participação”&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Estas duas frases são tão comuns que&nbsp; qualquer pessoa que leia publicações de negócios já as viu, mais de uma vez e em diferente mercados. Mas podemos afirmar “Todo mundo quer ser líder, todo mundo que rentabilidade, então porque estratégias diferentes?” ou “Ok, sua empresa já tem esta estratégia a anos e ainda não foi consolidada, o que acontece?”&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; O principal questionamento que fica é sobre os desdobramentos da estratégia. É muito fácil você falar que quer crescer, quer ser líder de mercado ou que mantém uma linha de atuação com foco em rentabilidade. Mas você sabe analisar os desdobramentos de cada estratégia? Você sabe como a estratégia formulada na alta direção chega à operação da empresa e como essa operação é afetada pela nova estratégia definida?&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Normalmente as respostas destas perguntas se encontram no planejamento estratégico. E se essas perguntas não forem respondidas nesse planejamento quer dizer que falta algo a ele.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Mas o que é o planejamento estratégico? Segundo Mintzber “O planejamento estratégico não é geração de estratégias” , enquanto Kaplan e Norton citam a ferramenta que criaram, o Balanced Scorecard (BSC) como uma “ferramenta de geração e acompanhamento dos desdobramentos da estratégia”.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Até os anos 70 era comum que as empresas medissem seu desempenho apenas por indicadores financeiros.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Nos anos 80 começou a surgir a “escola de administração estratégica” que é vigente hoje, onde se medem diversos indicadores de desempenho para avaliação e acompanhamento dos desdobramentos da estratégia.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; O importante é que as empresas tenham ferramentas que garantam que a estratégia gerada está sendo cumprida e que seus desdobramentos estão sendo monitorados e os pontos que foram deixados para trás em sua formulação estão sendo cobertos na execução. Para isso não faltam ferramentas como BSC, 5W1H, Relatórios de três gerações &nbsp;que facilitam o acompanhamento das ações que operacionalizam a estratégia.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Tentando simplificar a estratégia é o que ditará todos os desdobramentos de ações táticas e operacionais da empresa, que por sua vez serão traduzidas em um planejamento estratégico que guiará as ações separadas para cumprimento da estratégia. &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; “Aprenda a fazer coisas comuns de um jeito incomum” –Deming
Roni Stefanuto Rodrigues