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Tesis: Estrategias Y Análisis Financiero De Toyota Y Universidad Nacional Autónoma de México Programa de Posgrado en Ciencias de la Administración Estrategias y Análisis financiero de Toyota y General Motors durante la crisis económica financiera 2008-2012 T e s i s Que para optar por el grado de: Maestra en Administración Presenta: Diana Gabriela Fernández Mancero Tutor: Dra. María de Lourdes Álvarez Medina Facultad de Contaduría y Administración México, D. F., diciembre de 2014 UNAM – Dirección General de Bibliotecas Tesis Digitales Restricciones de uso DERECHOS RESERVADOS © PROHIBIDA SU REPRODUCCIÓN TOTAL O PARCIAL Todo el material contenido en esta tesis esta protegido por la Ley Federal del Derecho de Autor (LFDA) de los Estados Unidos Mexicanos (México). El uso de imágenes, fragmentos de videos, y demás material que sea objeto de protección de los derechos de autor, será exclusivamente para fines educativos e informativos y deberá citar la fuente donde la obtuvo mencionando el autor o autores. Cualquier uso distinto como el lucro, reproducción, edición o modificación, será perseguido y sancionado por el respectivo titular de los Derechos de Autor. Dedicatoria: A mi abuelita Dolores Gerardina Alvarado Andrade (+), por los mejores consejos, sonrisas y ejemplo que recibí. Agradecimientos: Gracias a Dios. Esta maestría y este trabajo de investigación han sido un gran logro, no sólo profesional sino personal, con experiencias maravillosas. Gracias a mis padres, Rodrigo y Dolores, y a mis hermanas, Sandra y María Augusta, por superar la distancia y el tiempo fuera de casa y llenarme de su amor, apoyo y consejos diariamente, y a toda mi familia y amigos que siempre estuvieron pendientes de mi, alentándome a lograr esta meta lejos de Ecuador. Las experiencias en este hermoso país, México, han superado mis expectativas, llegar a una universidad con tanto prestigio, poder sentir míos los colores azul y dorado, y decir soy de la UNAM me llena de orgullo, gracias querida universidad, mi nueva casa; y gracias a todos los maestros y maestras por enseñarme más allá de las materias, por enseñarme a romper mis paradigmas, gracias de manera especial a mi tutora, la doctora Ma. de Lourdes Álvarez Medina, una excelente profesionista y persona, quien con paciencia y disciplina ha sabido guiarme durante este tiempo de investigación, me siento muy contenta y orgullosa de haber tenido su guía y llevarme su ejemplo para mi vida. Gracias a mis nuevos amigos y amigas, quienes supieron hacerme sentir como en casa y me enseñaron lo mejor de México, su linda gente y su valiosa cultura, a todos nuevamente muchísimas gracias. Siempre hay más que aprender, sólo es un hasta pronto si Dios lo permite. Introducción ............................................................................................................ i 1 Capítulo I.- ....................................................................................................... 1 Administración y Estrategias Empresariales 1.1 Perspectiva histórica del paradigma de Dirección Estratégica .................. 1 1.2 Dirección estratégica ................................................................................. 3 1.3 Tipos de estrategias ................................................................................ 10 1.3.1 La ubicación del negocio medular. ...................................................... 11 1.3.2 La diferenciación del negocio medular. ............................................... 11 1.3.3 La elaboración del negocio medular. ................................................... 11 1.3.4 La ampliación del negocio medular. .................................................... 12 1.3.5 La reconsideración de los negocios medulares. .................................. 12 1.4 Estrategias y Modelos productivos en la industria automotriz ................ 16 1.4.1 La generación de los modelos productivos: un esquema de análisis .. 17 1.4.2 Los modos de crecimiento ................................................................... 19 1.5 Las empresas multinacionales ................................................................ 40 1.6 Estrategias de las multinacionales automotrices .................................... 47 1.7 Administración financiera ........................................................................ 54 1.7.1 Objetivo del análisis de estados financieros ........................................ 58 1.7.2 Métodos de análisis ............................................................................. 59 2 Capítulo II.- .................................................................................................... 66 Industria Automotriz Mundial 2.1 Antecedentes y tendencias ..................................................................... 66 2.2 La industria automotriz durante la crisis económico-financiera iniciada en 2008 72 2.2.1 El colapso ............................................................................................ 76 2.3 Cifras de producción y ventas de la industria automotriz en el mundo ... 79 2.4 Cifras de producción y ventas de la industria automotriz por región ....... 82 2.5 Cifras de producción y ventas de las principales ensambladoras ........... 85 3 Capítulo III.- ................................................................................................... 87 Toyota: creación, desarrollo y estrategias ante la crisis 3.1 Creación .................................................................................................. 87 3.2 Crecimiento ............................................................................................. 93 3.2.1 Producción de Toyota por países, 2008-2012 ..................................... 97 3.2.2 Producción por región - Toyota 2008-2012 ......................................... 98 3.3 Estrategias .............................................................................................. 99 Cuadro 22: Estrategias de Toyota - periodo 2008-2012 ............................. 100 3.3.1 Iniciativas Globales ............................................................................ 102 3.3.2 Evolución tecnológica en Toyota ....................................................... 103 3.4 Portafolio de productos ......................................................................... 104 3.5 Análisis financiero ................................................................................. 106 3.5.1 Método de Razones .......................................................................... 107 3.5.2 Análisis horizontal .............................................................................. 122 3.5.3 Análisis Vertical ................................................................................. 134 3.5.4 Análisis de tendencias ....................................................................... 137 4 Capítulo IV.- ................................................................................................ 140 General Motors: creación, desarrollo y estrategias ante la crisis 4.1 Creación ................................................................................................ 140 4.2 Crecimiento ........................................................................................... 145 4.2.1 Principales países productores automotrices 2008-2012 .................. 147 4.2.2 Producción de automóviles por región durante 2008-2012 ............... 148 4.3 Estrategias ............................................................................................ 149 Cuadro 34: Estrategias GM - periodo 2008-2012 ......................................... 150 4.3.1 Iniciativas globales ............................................................................ 151 4.3.2 Evolución tecnológica de GM ............................................................ 153 4.4 Portafolio de productos ......................................................................... 154 4.5 Análisis financiero ................................................................................. 156 4.5.1 Método de Razones .......................................................................... 156 4.5.2 Análisis Horizontal ............................................................................. 171 4.5.3 Análisis Vertical ................................................................................. 183 4.5.4 Análisis de tendencias ....................................................................... 186 5 Capítulo V.- ................................................................................................. 189 Análisis comparativo de los resultados de Toyota y GM entre 2008 y 2012 5.1 Número de automóviles producidos por empleado ............................... 190 5.2 Porcentaje de costo de lo vendido sobre ingresos ................................ 191 5.3 Costo de ventas por vehículo ................................................................ 191 5.4 Utilidad neta .......................................................................................... 192 5.5 Utilidad neta por vehículo ...................................................................... 194 5.6 Inventarios ............................................................................................ 195 5.7 Activos Totales ...................................................................................... 196 5.8 Pasivos totales ...................................................................................... 197 5.9 Capital contable .................................................................................... 197 5.10
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