O Que É a Cadeia de Valor de Porter? (exemplos)

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Última Atualização 27 de janeiro de 2022

Os ensinamentos de Porter são muito cobrados em provas de Administração. Nesse novo ensinamento (já aprendemos sobre outros, aqui, no Caderno de Prova), falaremos sobre a chamada “Cadeia de Valor de Porter”. Iniciemos o nosso estudo pele seguinte ponto:

“Segundo o conceito de Porter, as atividades que geram valor podem ser agrupadas em atividades primárias e atividades de apoio, e podem ser explicadas da seguinte forma:

a) Atividades Primárias 

Logística Interna: atividades relacionadas com o manuseio de materiais, armazenagem e controle de estoques utilizadas para receber e disseminar os insumos de um produto. •

Operações: atividades necessárias para converter os insumos fornecidos pela logística interna na forma de produto final.

• Logística Externa: atividades relacionadas com a coleta, armazenagem e distribuição física do produto final para o cliente. • Marketing e Vendas: atividades concluídas para fornecer os meios que permitam que os clientes adquiram os produtos e induzam a adquiri-los. • Serviços: atividades destinadas a realçar ou manter o valor de um produto

b) Atividades de Apoio 

•Suprimento de serviços e materiais: atividades realizadas visando a compra dos insumos necessários à fabricação dos produtos, bem como ativos fixos – máquinas, equipamentos de laboratórios, equipamentos e materiais de escritórios e edificações.”

Então, basicamente, você deve memorizar que Porter definiu as atividades primárias e, igualmente, estabeleceu as atividades secundárias / atividades de apoio / atividades de suporte. Com bom senso você consegue distinguir essas atividades (não tendo que decorar um catatau de exemplos para não errar questões). Detalhando mais um pouquinho:

As atividades primárias relacionam-se diretamente com a criação física, venda, manutenção e suporte de um produto ou serviço. Essas atividades genéricas primárias são as seguintes:

-Logística de entrada

-Operações

-Logística de saída

-Marketing e Vendas

As atividades de apoio ajudam as atividades primárias. Aqui podemos encontrar:

-Infra-estrutura.

-Gestão de Recursos Humanos

-Desenvolvimento Tecnológico

-Aquisição/Compra

CEBRASPE (2014):

QUESTÃO CERTA: Diferentemente de outras abordagens voltadas para o capital intelectual e para as pessoas, Porter propõe que a essência da estratégia consiste nas atividades.

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Porter conceitua estratégia como um posicionamento deliberado pela organização. Esse posicionamento consiste no direcionamento dado para suas atividades com base na situação de mercado (microambiente) observado ou previsto.

FGV (2017):

QUESTÃO CERTA: O uso da cadeia de valor se justifica para analisar a vantagem competitiva de uma organização ou sua falta por meio do detalhamento de suas atividades. Nesse sentido, assinale (V) para a afirmativa verdadeira e (F) para a falsa.

(V) A cadeia de valor de Porter está detalhada em atividades primárias e secundárias.

(V) Os serviços (ou pós venda) foram propostos como uma atividade primária da organização.

(F ) A logística externa está classificada como uma atividade secundária da organização.

Resposta: o que ocorre é que a logística externa é atividade primária (essencial ao negócio).

Outra questão da Fundação Getúlio Vargas de 2017:

QUESTÃO CERTA: Com relação às atividades descritas por Porter na Cadeia de Valores, analise as afirmativas a seguir.

I. Tanto a logística interna quanto a logística externa são consideradas atividades primárias das empresas.

II. Quando a Cadeia de Valor é detalhada o suficiente, o desempenho relativo da empresa pode ser determinado.

III. Sua utilização permite mostrar potencialidades para alianças estratégicas e acordos de fusões e aquisições.

Está correto o que se afirma em  I, II e III. 

A primeira assertiva você já está careca de saber. Logística é atividade primária. Desempenho relativo tem a ver com o desempenho da organização em relação aos seus pares. A Cadeia de Valor revela a situação da organização quando colocada lado-a-lado com as suas concorrentes (tudo com base na comparação). A terceira assertiva está correta também, dado que ao esmiunçar a sua Cadeia de Valor, encontra-se pontos que precisam ser melhorados – o que se consegue com alianças estratégias [como explicado nessa outra dica, clique aqui]. Fusões e aquisições podem servir como estratégia para suprir algo deficiente em organizações – uma olha para a outra e percebem que, quando unidas, ganham vantagem competitiva em relação aos outros concorrentes.

Outra questão da FGV de 2017:

QUESTÃO CERTA: Tanto a logística interna quanto a logística externa são consideradas atividades primárias das empresas.

Corretíssimo! Memorizou que as duas logísticas são atividades primárias?

Banca própria IF-SC (2019):

QUESTÃO CERTA: A cadeia de valor, proposta por Michael Porter, é uma ferramenta para identificar as maneiras pelas quais se pode gerar mais valor para o cliente e identifica atividades estrategicamente relevantes – primárias e de apoio – que criam valor e custo em um determinado negócio.

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  100. Duftende, frische Zweige vom Tannenbaum erfreuen sie sich großer Beliebtheit – insbesondere in der Weihnachtszeit.

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