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PSA adquiere Opel ¿Cuestión de Marketing?

PSA adquiere Opel ¿Cuestión de marketing?

PSA y Opel

No se habla de otra cosa en el sector, el grupo PSA, que hace no tantos años vivía tiempos poco boyantes, se ha hecho con Opel/Vaushall por 1.300 millones de euros, mientras que añade 900 millones más para hacerse con la filial financiera de GM en Europa. Según el comunicado de prensa la unión de ambas firmas supone la creación de un grupo que se convertirá en el segundo de automoción más importante de Europa, alcanzando un 17% del total de mercado.

 
Y lo que has leído hasta aquí es, más o menos, delo que la inmensa mayoría de medios se han hecho eco sobre la que es una de las grandes operaciones comerciales de los últimos tiempos en el sector de automoción. Pero de lo que quiero hablar es de un tema que también aparece en el comunicado de prensa y que sin embargo suele ocupar poco espacio en difusiones posteriores, las palabras de Carlos Tavares, de PSA "...we intend to manage PSA and Opel/Vauxhall capitalizing on their respective brand identities..." (pretendemos dirigir PSA y Opel/Vaushall capitalizando sus respectivas identidades de marca) y aquí es donde entra el marketing.
 
Desgraciadamente para los que hemos intentado profundizar sobre el conocimiento del marketing, este importante apartado de la gestión empresarial tiene muy mala fama entre el público en general y, peor aún, entre no pocos directivos y otros profesionales. Si preguntamos a cualquier persona de la calle lo que es el marketing será una inmensa mayoría la que hablará de publicidad, ventas y, en el peor de los casos, vendedores de humo. Lo peor es que la propia definición de la palabra marketing, según el "todopoderoso" buscador de Google es: "Conjunto de técnicas y estudios que tienen como objeto mejorar la comercialización de un producto"... Amén... ¿o no?
 
Utilizando esos desfasados utensilios que se ubican en estanterías para hacer bonito o simular cultura y que se denominan libros, encontramos quela definición de marketing no es tan simple. "el marketing es un proceso social y directivo mediante el que los individuos y las organizaciones obtienen lo que necesitan y desean a través de la creación y el intercambio de valor con los demás" (Libro "Fundamentos de marketing" de Kotler/Armstrong, editorial Pearson.)
 
Cuandohace años GM adquirió Saab y decidió implantar economías de escala con Opel, la compañía americana cometió, en mi opinión, un enorme error; se olvidó de la identidad de marca de Saab para centrarse en los números, dejando de lado de esta manera uno de los aspectos básicos en el potencial de éxito de la marca Sueca y de cualquier otra empresa, que es la comprensión de las necesidades y deseos de los clientes. Saab era una marca diferente, con soluciones diferentes y con vehículos diferentes... hasta que se convirtieron en modelos de Opel con diferente logotipo, y ese fue el principio del fin de la marca y de las posibilidades de rentabilidad de su adquisición por parte de GM. Queel crecimiento de una compañía mediante la adquisición de otra debe generar economías de escala es uno de los beneficios buscados en cualquier operación de este tipo, pero si de verdad se desea triunfar hay que pensar en el marketing de ambas compañías así como en el marketing de la unión de ambas. 
 
Si las cosas se hacen bien tendremos que esa gente que necesita un coche y desea un Peugeot será tratada de un modo diferente a la que tiene la misma necesidad y desea un Opel o un Citroën. Aquí el verbo "tratar" es la clave, porque ese es el marketing; el proceso mediante el que los deseos de los usuarios son satisfechos por parte de las empresas, un proceso que puede contar con economías de escala para resultar más eficiente pero que no puede igualarse entre distintas opciones porque significaría borrar las diferencias y eliminar el mayor potencial de crecimiento.
 
La adquisición de Opel por parte de PSA requiere ser una operación de marketing si quiere triunfar. Eso si, entendiendo el marketing como lo que es y no como una operación de venta de humo, y ahí es donde entran en juego las palabras de Carlos Tavares. Así es que, respondiendo a la pregunta del titular; sí,espero que la adquisición de Opel/Vauxhall por parte de PSA sea una operación de marketing, pero del marketing de verdad, del que se basa en las necesidades y deseos de los clientes, del que analiza las causas y busca las mejores opciones para hacer llegar al mercado los diferentes productos que requieren clientes distintos. ¿Y tú, qué opinas?
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