domingo, 3 de febrero de 2013

AGE OF COMPETITIVE DEVALUATIONS


In periods of prolonged economic pain international cooperation gives way to an every-nation-for-itself attitude. This manifests itself in protectionist measures, specifically competitive devaluations that are seen as a way to spur exports and to retard imports.
Trouble is, if all nations devalue their currencies at the same time, foreign trade is disrupted and economic growth is depressed.

A country can intervene directly in markets by selling its own currency as a way to reduce its value or stop it from getting stronger. For example, in November, South Korea’s central bank sold won to buy at least $1 billion in foreign currencies to contain the steep gain in its currency.
Decreasing the value of a currency is much easier than supporting it. When a country wants to depress its own currency, it can create and sell unlimited quantities. In contrast, if it wants to support its own money, it needs to sell the limited quantities of other currencies it holds, or borrow from other central banks.
“Central banks around the world are printing money, supporting their economies and increasing exports,” Abe said recently. “America is the prime example. If it goes on like this, the yen will inevitably strengthen. It’s vital to resist this.”

It seems clear, however, that the Federal Reserve’s objective is to spur U.S. economic growth and increase job creation, not to depreciate the dollar. Furthermore, Treasuries and the dollar are the ultimate havens, regardless of Fed policy.


viernes, 1 de febrero de 2013

FOREIGN EXCHANGE RISK AVERSION



In  trading, the market tends to be "moody", meaning it follows the moods of it's participants.
These moods come in two ways, risk taking, and risk aversion.
Risk taking is when investors are not worried about any upcoming issues in the market. They generally feel that there are no surprises coming.
Risk aversion is a kind of trading behavior exhibited by the foreign exchange market when a potentially adverse event happens which may affect market conditions. This behavior is caused when risk averse traders liquidate their positions in risky assets and shift the funds to less risky assets due to uncertainty
In the context of the foreign exchange market, traders liquidate their positions in various currencies to take up positions in safe-haven currencies, such as the US Dollar.
During the financial crisis of 2008, the forex market overreacted with massive risk aversion. The people tought: t”he market is collapsing. Are my money in danger? I better shift my funds out when i can and park them in safe assets in the meanwhile” . Investors pulled their money out of anything that paid interest and focused on "safe haven" type currencies. This caused a crash on the Australian Dollar and a surge in the US Dollar.
Ironically, the center of the triggers for the financial crisis were based on the United States, but because the US Dollar is viewed as a safe haven during unpredictable times money flowed into it day after day. Sometimes, the choice of a safe haven currency is more of a choice based on prevailing sentiments rather than one of economic statistics. 

"CUCARACHAS" EXPUESTAS AL RAID DE LAS MARCAS.




A partir de 1940, se revolucionó el mercado . Las marcas pasaron de ser una mera etiqueta en el producto, a tener una identidad de marca que combina factores físicos y emocionales. El producto se rodea de un aura que la diferencia con otros productos básicamente iguales. Son las características emotivas (creadas por el hombre) , no funcionales, las que determinan el valor de una marca. Ese "valor añadido" es el que permite a una empresa justificar un precio superior a la media en un producto determinado.
Pueden fabricar productos, pero lo que los consumidores compran, son marcas. Eso les induce a hacer un estudio psicológico y antropológico de lo que significan las marcas para la gente. 
Este cambio de filosofía empresarial, trae consigo que poco a poco se apoderen de cualquier espacio libre donde las empresas pueden encontrar oxigeno para inflar sus marcas : edificos, plazas, autobuses... sin olvidar los medios de comunicación. Para mantener esa "aura" necesitan una publicidad invasora donde los especialistas en marketing siguen investigando un nuevo Raid para las "cucarachas" .
Detrás de las marcas hay una nueva especie de empresario que nos informa con orgullo que su producto es un estilo de vida, una actitud , un conjunto de valores. 
La idea de vender el mensaje de coraje que trasmite una marca, encandila a los ejecutivos, ya que les ofrece oportunidades, en apariencia, ilimitadas consiguiendo inflar el valor sus empresas y sus productos. El famoso diseñador gráfico Tibor Kalman resume: " Antes se creía que la marca consistia en la calidad, pero ahora es un distintivo estilizado del coraje" 
Las marcas no son más que un mero disfraz , creadas con cierto “arte”, con imágenes progresistas como Calvin Klein, cálidas como Ralph Lauren, innovador como absolut vozka o familiares como coca-cola. Una campaña publicitaria ingeniosa, puede ser altamente decisiva para que el consumidor pague un determinado precio por un producto.
Actualmente, la crisis y la caída del consumo, está poniendo contra las cuerdas a muchas de las grandes marcas y fabricantes. Los consumidores tenemos que avanzar, aún después de la crisis, para dejar de ser "cucarachas" expuestas al Raid de las marcas .