Avaliação estratégica de carteiras: desempenho de uma carteira de negócios do setor bancário à luz do modelo MCKINSEY.

Abstract

The business models are important administrative tools that facilitate the complex task of elaboration adequate strategies to the organizations objectives. Amongst the existing models, McKinsey Model is sufficiently used in the daily one of many companies as a tool of diagnosis and lapsing for the business products alignment. So, the main objective of the present work is evaluate the business performance of banking products through McKinsey Models. For in such a way, the text meets organized in five subsequent sections: Introduction, Theoretical Recital, Methodological Aspects, Presentation and Analysis of final Results and Conclusion. Relating to the methodology, the research is classified: as exploratorydescriptive; the procedure is a study of case, and as a form of boarding is a quali-quantitative research. In the case study primary and secondary sources had been used and the information had been collected through the participant comment of the researcher, based on the bibliographical research; of half-structuralized interview and consultations to the intranet and the system of information of the company. The treatment of the information if gave through the methodology used in McKinsey Model where they had been selected changeable for analysis of the market attractiveness and the position of the studied product; attributed values, for the weight and punctuation, to each variable in accordance with the analysis of each product; and finally, these products had been represented in a matrix whose reading inside represented its potentialities and business weaknesses of the studied products. The results had demonstrated that the market presented attractive for all the evaluated products. According to the position of each one of them the resulted was little different, one of the products presented overhead in this evaluation. The comparison between the results of McKinsey Models and the methodology used for the company in the management and business-oriented evaluation of the products showed that the strategically importance of each product was adequate, showing the ability of keep a competitive and favorable performance. Moreover, the results had evidenced the similarity between the used model in the study and the tool currently used by the Bank for management and evaluation of business.