VENTAJAS COMPETITIVAS A TRAVÉS DE UNIDADES ESTRATÉGICAS DE NEGOCIOS – ANÁLISIS APLICADO A LA EMPRESA MULTINACIONAL DE CONSUMO MASIVO KIMBERLY-CLARK ECUADOR

Abstract

Until recent years the priority of many multinational companies are basically oriented to maintain leadership obtained through major investments , increase profitability and manage business risk . But competition in the markets has evolved prioritizing the aggressive growth over the risk, so it is important to have an effective and aligned to the business structure. The strategic business units (SBU) can actually achieve diversify resources efficiently, through segmentation strategies focused products and market segments of the company. This can form teams with members from different areas prioritizing common goals versus individual goals for each area. In this paper we treat the case of Kimberly-Clark in Ecuador where strategic business units focused on different areas of the country to strengthen the company against competitors much more aggressive and reinvigorate the sustained and sustainable growth were implemented.