Business Strategy & Marketing: A Comprehensive Guide

Posted on Aug 25, 2024 in Economy

Products & Services

Idea, Demand, Study, Legal, Technical Study, Economic Survey.

Creation Tools

Brainstorm

Brainstorming is a tool that facilitates the emergence of new ideas on an issue or problem. Trial postponed because every idea is valid, and none should be rejected.

Ishikawa Diagram

Cause and Effect Diagram. Facilitates the analysis of problems and their solutions.

Pareto Diagram

Distribution ABC organizes data in descending order, left (low life) to right (most trivial).

SWOT Matrix

Internal

Strengths

Internal elements that differentiate the company over others. Why should I have it? What do I do to improve it better than others?

Weaknesses

Internal elements such as resources, skills, attitudes that the company owns and which are a barrier to the organization. What can I improve? What should be avoided?

External

Opportunities

Positive external situations that can be leveraged. What opportunities? Market Trends?

Threats

Adverse situations that pose strategies to be overcome. Obstacles, What is the competition?

Marketing Mix

Price, location, product, and promotion – marketing strategy: A segment that I’m pointing to.

Walmart Example

  • Strength: Volume
  • Opportunity: Countries where it has been introduced.
  • Threats: Countries with greater control, such as Venezuela that could nationalize or take over (external factors).
  • Weakness: Degree of nationalism, this creates a loss in the economy of scale (France).

Value Chain

This is where we can act and where we can intervene factors. Down inputs, the hard core. (Activities of priority).

Determination of Application

Those who fail is because this study is wrong.

External Factors

  • End Users: Anticipating demand (knowing who the end user is).
  • Distributors and Intermediaries: Own objectives and constraints.
  • Competitors: Seeking competitive advantage.
  • Economic, political, ecological and social impact on the demand.
  • Prescribing: Doctors, Architects, etc.

Market Concept Reference

Functions and Requirements

What are the features that we want to satisfy? We must clearly define what will be the role.

Customer Group

What is my client group?

Technology

Definition of technology to know when to buy and what to buy.

Primary Demand

To which we want to go. Specific purchases by consumers in a given period and place and in a competitive environment.

Potential Demand

The entire market. Upper limit of market demand.

Market Research and Analysis

Understanding → Decision Making → Control.
Problem Definition → Design Research → Information → Collection → Analysis → Data Processing and Reporting.

Segmentation

To whom can we sell?

Macro Segmentation

Our clients

Micro Segmentation

The social level, sex, etc.

Porter Matrix

Cost Leadership

Point to the entire market, product, lowest cost leadership. Pretending to be always the cheapest, not the best.

Differentiation

Coca-Cola, image differentiation, which makes this at all socioeconomic strata.

Specialization

Cost Focus

Bodegas on account, DYS. It aims to lower segments. Being a leader without luxury. Focuses on a specific segment.

Differentiation Focus

Makes clothes. Brand value, higher quality. Sales strategy. Choosing a certain type of people. Here, no matter the volume.

Advantage

Competitive Advantage

We made over time, are not transferable. Development of plans by the company. They are unique and lead an effort behind it.

Comparative Advantage

Advantages of external fate. Location, it can be acquired from other companies, are not unique.

Competitive Advantage Strategies

  • Food, sports, activities of differentiation. Develop various activities to compete.
  • Operating: Walmart, OMO, be cheaper. Increased business development. The same activities as competition, but better and more effectively.
  • External: Coca-Cola brand value. Not for the workers, sell happiness show appearance to consumers. Will generate a superior product value for the buyer – Differentiation Strategy.
  • Internal: More efficiency, and is inside of each company. Based on superior cost control, administration and management of product generated per unit cost less than competing priority.

Positioning Alternatives

  • Economic: Economic Framework, Chinese brand. Points to this segment.
  • Mass Market: Positioning the entire market.
  • Premium: Chevrolet Camaro, putting most luxurious product. Affordable. A mark out of its segmentation.
  • Luxury: Rolls-Royce, cost almost makes it unattainable. Example: Premium market is Starbucks, executives location for major markets.

Porter’s Five Forces Model (External Analysis)

  • Threat of new competitors: New entrants to the market.
  • Threats of substitute products: Input to replace the current products.
  • Bargaining power of suppliers: The less bargaining power the supplier has.
  • Bargaining power of consumers: The more consumers, the less bargaining power they have. These points down the rivalry between competitors.

Competitive Situations

  • Perfect competition: Many buyers and sellers, but with no power to influence.
  • Oligopoly: Few competitors and no dominant player. Strategies, Results, reactions depend on other competitors.
  • Monopoly: A single large dominant supplier of products or services.

Analysis of Competitors

For each product – the market should be identified most dangerous competitors. Example Alto del Carmen.
Primary competitor: Mistral.
Product substitute: Other spirits such as rum, whiskey, etc.
Clients: People with higher purchasing power, also with age.

Stable Matrix

  • Star: High level of investment and participation (profitable). Example: Coca-Cola, the beverage market is growing day by day and in this market Coca-Cola earns even more.
  • Question Mark: Requires a lot of investment and participation is poor. These are products with potential. Example: dog food is a good product that with more investment can be a star.
  • Cash Cow: Generate funds and profits. High participation but the market is growing slowly. Example: Soap Popeye.
  • Dog: Bad involvement, generates little income. These products disappear.

This matrix can maintain leadership, star. Abandoned or keep a low profile. In the case of dog abandonment or change of business. Investment and development, interrogation where if there is money is invested. Max Performance in Cash Cow as milk nest. View Financial, you have to have several products this ensures that if there are changes to avoid losing market share.

Technical & Legal Study

Law firm laws to our market, creating an organization for businesses.

Corporation

Higher cost, more paperwork, more bureaucracy, should be published.

Limited Liability Company

A case more common. Company Ltd. This individual responsibility is one that has a single owner, the rest is limited to the participation held by each partner and choose a representative. In case of bankruptcy the company each partner responds with the % of capital invested at the beginning to apply that % to the capital that the company has the last balance sheet before bankruptcy.

Personnel Online

They are in charge of a major.

Personnel Staff

Van on the side in the organization, outside the company (accountant).

Taxes

  • VAT: Is charged to final consumers and applies to all business transactions (19%).
  • Second Category Tax: It’s the profit of the company, is cumulative (17%).

Technical

Any investment → size of the company, determines the quantity to be produced.

Estimation of Application

In some cases determined by the flow of people, competencies.

Production Level

Size of machinery technological barriers, it must decide the size that you want to operate.

Investing

All machinery. The studies do as well without knowing if it is profitable or not.

Operational Costs

The spending is intended, water, electricity, etc.

GAV

Selling and administrative expenses. Treats different, are office expenses.

Staff

Labor elected.

Demand

Determines a certain amount, technological barriers and legal bars. (Master plan, environmental, etc.).