UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA

ESCUELA DE CIENCIAS BÁSICAS, TECNOLOGÍA E INGENIERÍA

GERENCIA ESTRATEGICA
2018 - Semestre l

Step 1 - Review strategic management vision

Subject:

STRATEGIC MANAGEMENT

By:

LUIS ENRIQUE GONZÁLEZ RUIZ

Code:
1031143669

Group:

212053_14

Tutor
KARLA NATHALIA TRIANA

UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA UNAD

ESCUELA DE CIENCIAS BÁSICAS, TECNOLOGÍA E INGENIERÍA
I Semester 2018
March
UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA
ESCUELA DE CIENCIAS BÁSICAS, TECNOLOGÍA E INGENIERÍA
GERENCIA ESTRATEGICA
2018 - Semestre l

INTRODUCTION

The dynamic change of the business environment is fostering strategic planning in.companies so
that they are able to fulfill the demand that the market establishes in regards to quality products
and services that are offered to customers. Hence, nowadays it is impossible that a company
reaches a high competitive level if it does not count on a board of directors able to develop
strategic thinking when it comes to the present and future of the organization.

For that reason, day by day strategic management gains more relevance in the business field.
Only in this way any company can use their strengths effectively with the firm determination to
make the most of opportunities that arise in the context where the company navigates, reduce to
the minimum the impact of external threats and consequently reach the desired business success.

The present work contains a brief description of the company Transportes Saferbo S.A and its
analysis in accordance with Porter’s five forces, its industrial life cycle and the relevance of its
corporate value chain.
UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA
ESCUELA DE CIENCIAS BÁSICAS, TECNOLOGÍA E INGENIERÍA
GERENCIA ESTRATEGICA
2018 - Semestre l

OBJECTIVES

General objective

Select a company that possesses the required information and that permits to apply the contents
that were learnt in the first unit of the course strategic management.

Specific objectives

 Conduct a detailed description of the company Transportes Saferbo S.A.

 Carry out an analysis of Transportes Saferbo S.A. in regards to Porter’s five forces.
 Analyze the life cycle of Transportes Saferbo S.A. and the relevance of its corporate value
chain.
UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA
ESCUELA DE CIENCIAS BÁSICAS, TECNOLOGÍA E INGENIERÍA
GERENCIA ESTRATEGICA
2018 - Semestre l

Company's description

Transporte Saferbo S.A. is an enterprise with more than 40 years of experience in the
transportation of packages, goods, national and international courier services, mass
transportation, and P.O. Box, whose goal is to satisfy the needs of its customers.

ANALYSIS OF PORTER’S FIVE FORCES

The analysis of Porter’s five forces of competitive position, allows identifying the external forces
that rule the competitive environment of Transportes Saferbo S.A. Here, we can observe
competitors, barriers and buyers.

a) Competitive rivalry: Nowadays the company has multiple competitors that offer the same
service in Bogotá. This situation generates a strong rivalry, showing individualism and a strong
fight for conquering the market.

b) Bargaining power of suppliers: In the packing, merchandise and courier services field, as
well as in other business fields, there is a wide range of suppliers. Among these, we could name
insurance, replace parts for transport fleet, maintenance workshops, public services, IT support,
private security suppliers, etc. Thus, suppliers have no room for negotiation due to the big
offering and the possibility to choose among different options.

c) Bargaining power of customers (buyers): Inside this industry, there are strong competitors,
which allow buyers to compete in the field and demand higher standards in terms of quality,
service and price. In so doing, customers have a high negotiation power.

d) Threat of substitute services: In general, the sector depends on changes that affect at the
same time its competitiveness against a market subject to external competence by numerous
substitutes, among which the following stand out: increase in shipping complexity, which
requires more complex logistics processes and inventory management.

e) Threat of new entry: Taking into account the phenomenon of economy globalization, the
government rewards for enterprises creation and the opening of globalized markets brings along
UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA
ESCUELA DE CIENCIAS BÁSICAS, TECNOLOGÍA E INGENIERÍA
GERENCIA ESTRATEGICA
2018 - Semestre l

new competitors with investments that allow to innovate with quality, technology and
infrastructure improving service and making the current shipping industry look for ways to
become more modern and thus become more competitive against the new challenges set by
competitors.

LIFE CYCLE

Companies, just like any other living organism, go through a series of stages during their
development. They change according to a particular case and the duration of such. The way they
perform in each stage varies depending on the setting the company is in but especially on the
sector where it operates.

The existing stages a company goes through are divided in six: birth, growth, maturity, decline,
liquidation and renaissance.

Taking into account the particular case of Transportes Saferbo S.A. it is important to highlight
that the company has successfully gone through its two first stages (birth and growth). At present,
Transportes Saferbo S.A. has reached its maximum size on the competitive market through the
comprehensive development of transport solutions and highly competitive rates that satisfy the
customer needs, in other words, Transportes Saferbo S.A is in its maturity stage. One of the most
desired stages by its owner.

IMPORTANCE OF THE CORPORATE VALUE CHAIN FOR TRANSPORTES

SAFERBO S.A.

The corporate value chain is a strategic planning tool that allows classifying, organizing and
analyzing a company’s activities with the aim of identifying what the strong competitive
advantages are and which of those enables the company to generate more benefits for the
consumer.

Internal logistics: The picking process is not as simple and efficient since the company does not
have the ideal technology for this process. This issue provokes deficiency and brings
consequences such as: an increase in the operational costs, little use in the storage capacity,
UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA
ESCUELA DE CIENCIAS BÁSICAS, TECNOLOGÍA E INGENIERÍA
GERENCIA ESTRATEGICA
2018 - Semestre l

inventory inconsistencies, missing items in the reception and dispatch of goods and minimum
control of the operation in real time, among others.

External logistics: Due to an absence of technological tools, in most cases it is impossible to

control transfers, location, times, routes, departures/deliveries, used fuel per kilometer etc.

Human resources management: Even though the company counts on sufficient human
resources to carry out its economic activity, it is important to highlight that there is a need for
creating strategies focused on better staff training that matches the roles they are assigned in their
workplace, keeping them satisfied and avoiding staff turnover.

Publicity: The magazine and website are the high-level and low-cost advertising media that
Transportes Saferbo S.A. uses the most. With this media, the company aims at making their
services known on the market.
UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA
ESCUELA DE CIENCIAS BÁSICAS, TECNOLOGÍA E INGENIERÍA
GERENCIA ESTRATEGICA
2018 - Semestre l

CONCLUSIONS

Based on the analysis and development of the present work the following conclusions arose:

 An analysis of Transportes Saferbo S.A. was carried out in accordance with Porter’s five
forces. Its competitive rivalry, bargaining power of suppliers, bargaining power of
customers, threat of substitute services and threat of new entry were identified.

 At present Transportes Saferbo S.A. is in the most important stage of its life cycle due to
the development of comprehensive transport solutions that fulfill their customers’ needs.

 Transportes Saferbo S.A. should change its current picking strategy through the
incorporation of efficient technologies such as Pick to Voice and/or Pick to Light in
order to eliminate the errors that have taken place in the internal logistics and in that way
lengthen the stage of the life cycle it is currently in.
UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA
ESCUELA DE CIENCIAS BÁSICAS, TECNOLOGÍA E INGENIERÍA
GERENCIA ESTRATEGICA
2018 - Semestre l

References

Murray, A. I. (1988). A contingency view of Porter's “generic strategies”. Academy of

management review, 13(3), 390-400. Retrieved from:

http://bibliotecavirtual.unad.edu.co:2139/eds/pdfviewer/pdfviewer?vid=1&sid=7c56f740-3a2b-
48bb-8e0d-e6cad10ab7f1%40sessionmgr104

Saferbo. (S, f). Transportes de paquetes y mercancías en Colombia. Recuperado de:

http://www.saferbo.com/nuevo/empresa.html

Junta de Castilla & León. (S, f). Libro Blanco de las TIC en el Sector Transporte y Logística
(Pp.62-63-70). Recuperado de

file:///C:/Users/LUIS/Downloads/Libro+Blanco+de+las+Tic+en+el+sector+del+transporte+y+la
+log%C3%ADstica,0%20(4).pdf
UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA
ESCUELA DE CIENCIAS BÁSICAS, TECNOLOGÍA E INGENIERÍA
GERENCIA ESTRATEGICA
2018 - Semestre l