Ervarings- of leerkromme: het ‘experience’-effect

Gerelateerde afbeelding

Het ‘experience’ -effect houdt in dat de kostprijs van een product kan dalen met een percentage van 20 tot 30 bij een verdubbeling van de geaccumuleerde productie. De geaccumuleerde productie is het aantal eenheden dat tot een bepaald moment vervaardigd is. Aan het ‘experience ‘-effect liggen onder meer de volgende oorzaken ten grondslag: hogere productiviteit door technologische vernieuwingen; hogere productiviteit door routine-effecten; schaaleffecten en kantoorruimte huren eindhoven specialisatie-effecten; verbeterd productontwerp.
Uiteraard ontstaat het ‘experience’ -effect niet vanzelf. Om de besparingen ook inderdaad te bereiken zal bet management met grote nauwleuendheid de kosten in de hand moeten houden. Het ‘experience ‘-effect heeft twee belangrijke strategische aspecten. In de eerste plaats zal het niet kunnen volgen van de concurrent in de kostenbesparingen leiden tot een ongunstiger kostenpositie en dus ook tot een ongunstiger concurrentiepositie. In de tweede plaats leidt een minder snelle groei dan die van de concurrentie, uitgaande van een zelfde beginpositie, eveneens tot een slechtere positie. Immers, het bedrijf met de laagste kosten is in staat ook de laagste aanbiedingsprijs te stellen. Derhalve kantoorruimte huren den haag zal dit bedrijf de grootste omzet halen, evenals de hoogste winst.
Recente, bekende voorbeelden van de werking van het effect van de leerkromme zijn de prijsdaling van elektro
nische zakrekenmachines, compactdiscspelers, personal computers, vliegtarieven en kleurentelevisies.
Continuïteit door evenwichtige portfolio van activiteiten Wil een organisatie haar continuïteit kunnen handhaven, dan zal er steeds geld beschikbaar dienen te zijn om nieuwe activiteiten te kunnen financieren die de oudere, nu nog rendabele activiteiten kunnen kantoorruimte huren haarlem vervangen. Uit de bespreking van de uitgangspunten van de portfoliobenadering is naar voren gekomen dat de cashflow van een activiteit bepaald wordt enerzijds door de fase van de levenscyclus waarin de business zich bevindt: deze bepaalt immers het groeipercentage en daarmee indirect de financieringsbehoefte. Anderzijds speelt het relatieve marktaandeel een rol. Dit wordt omschreven als het eigen marktaandeel, gedeeld door dat van de grootste concurrent. Hoe groter het relatieve marktaandeel is, des te meer men de voordelen van het ‘experience’-effect kantoorruimte huren tilburg kan plukken. Men bereikt dan met andere woorden een betere rentabiliteitspositie en een betere cashflowpositie dan de concurrenten.

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