fundamentos de marketing integrado

FUNDAMENTOS DE MARKETING
INTEGRADO
Raquel Ayestarán Crespo
IPECC
Comunicación
GLOSARIO
Estrategia de marketing
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HQFLIUDVGHYHQWDVTXHGDQXQDLGHDGHOÄ[LWRRHOIUDFDVRGHORVELHQHV\
VHUYLFLRVTXHVHFRPXQLFDQ
2.2. DAFO
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a. )RUWDOH]DVGHOSURGXFWR\GHODFRPSHWHQFLD
b. Oportunidades del producto en el sector de actividad en el que se
desenvuelve.
c. 'HELOLGDGHVSDUDDPLQRUDUODVXREYLDUODV
d. $PHQD]DVFRQHOREMHWLYRSULQFLSDOGHFRQWURODUODVFDUDDOH[WHULRU
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2. (YDOÕDODVLWXDFLÎQLQWHUQD\H[WHUQDGHODHPSUHVDSRVLEOHVVLWXDFLRQHV
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a. 0XHVWUDODGLPHQVLÎQGHORVREVW¼FXORVDDIURQWDUELHQHFRQÎPLFRVR
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Tabla 2. Esquema básico de matriz DAFO
Fortalezas
Debilidades
Oportunidades
Amenazas
Interno
Externo
)XHQWHHODERUDFLÎQpropia.
(V UHFRPHQGDEOH FRPSOHWDU HO '$)2 FRQ XQ DQ¼OLVLV 3(67 SDUD HYDOXDU HO
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\SURFHGLPLHQWRVFRPRHO'$)2SDUDDGDSWDUORVHQHQWRUQRVFDPELDQWHV
&DGDÄSRFDFXEUHXQREMHWLYRSHURORKDELWXDOHVTXHUHUVHUOÈGHUHQYHQWDV
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BIBLIOGRAFÍA
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Tabla 3. Ejemplo detallado matriz DAFO
Interno
Externo
Fortalezas
Debilidades
(VWUDWHJLDRIHQVLYD)2
Estrategia de supervivencia (DA)
r 8WLOL]DODVIRUWDOH]DVGHODHPSUHVDSDUD
aprovechar las oportunidades.
r 3UHJXQWDFODYHšVLSRWHQFLDPRVHVWD
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RSRUWXQLGDG"
r 'LVPLQX\HODVGHELOLGDGHV\QHXWUDOL]DUODV
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r 3UHJXQWDFODYHšVLVXSHUDPRVHVWDGHELOLGDG
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r 3UHJXQWDFODYHšVLVXSHUDPRVHVWD
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r 0LQLPL]DODVDPHQD]DVH[WHULRUHVXVDQGRODV
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r 3UHJXQWDFODYHšVLSRWHQFLDPRVHVWD
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DAFO.
(MHPSORVGHfortalezas de un producto:
7LHQHHOOLGHUD]JRHQODVDFWLYLGDGHVTXHGHVDUUROOD
&XHQWDFRQUHFXUVRVƬQDQFLHURVDGHFXDGRV
&XHQWDFRQKDELOLGDGHV\UHFXUVRVWHFQROÎJLFRVVXSHULRUHVDODFRPSHWHQFLD
7LHQHODH[FOXVLYLGDG\SURSLHGDGGHODWHFQRORJÈDSULQFLSDOHQHOVHJPHQWR
o categoría de producto que representa.
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(VW¼UHVSDOGDGRSRUXQLPSRUWDQWH\GHVDUUROODGRSURJUDPDGH,'
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of mind.
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(MHPSORVGHdebilidades:
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clientes.
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nuestro producto.
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BIBLIOGRAFÍA
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Tabla 4. Elaboración de un análisis DAFO en organizaciones de transporte
Debilidades
r 3RFDGLVSRQLELOLGDGGHUHFXUVRVƬQDQFLHURV
r Elevados costes unitarios.
r $OWDURWDFLÎQGHSHUVRQDOVXEFRQWUDWDGR
r %DMRQLYHOWHFQROÎJLFR
r $OWDVXEFRQWUDWDFLÎQGHYHKÈFXORVGHUHSDUWR
r (OHYDGDGHSHQGHQFLDGHORVUHFXUVRVKXPDQRV
r 7DPDÌRHPSUHVDULDOUHGXFLGR
r &RQFHSWRGHPDUFDSRFRSRWHQFLDGR
Fortalezas
r $GDSWDFLÎQDODYDULDFLÎQ
r %XHQDVGLPHQVLRQHVHQODVLQVWDODFLRQHV
r ([SHULHQFLDSHUVRQDOHQJHVWLÎQGHWU¼ƬFR
r )ORWDGHYHKÈFXORVGHUXWDMRYHQ
r &UHFLPLHQWRHQORVÕOWLPRVDÌRV
r $GDSWDFLÎQDODVQXHYDVWHQGHQFLDVLQGXVWULDOHV
r &RPSHWLWLYLGDGHQSUHFLRV\SOD]RVGHHQWUHJD
r Know-howHQHOWUDQVSRUWHGHYHKÈFXORVHVSHFÈƬFRV
r Cobertura nacional.
Amenazas
r )DOWDGHDUPRQL]DFLÎQQRUPDWLYD
r 1XHYRVFRPSHWLGRUHV
r 3ROÈWLFDVGHFRQFHQWUDFLÎQ
r 1RUPDWLYDHVWULFWDHQHOVHFWRUIDUPDFLD
r 3RFDFDSDFLGDGGHLQYHUVLÎQ
r 6DWXUDFLÎQGHODVLQIUDHVWUXFWXUDV
r $EDUDWDPLHQWRGHORVSUHFLRVGHPHUFDGR
r /LEHUDOL]DFLÎQGHOWUDQVSRUWH
Oportunidades
r ,PDJHQGHHVSHFLDOL]DFLÎQ
r 3OD]RVGHHQWUHJDFRUWRV
r ,PSRUWDQWHVUHIHUHQFLDVKLVWÎULFDV
r &OLHQWHVVDWLVIHFKRV
r $SOLFDFLÎQGHWHFQRORJÈDVP¼VHƬFDFHV
r 0HMRUDGHFRVWHVSRUODFUHDFLÎQGHHFRQRPÈDVGH
escala.
r ,QWHUPRGDOLGDG
r 0HMRUDVPHGLRDPELHQWDOHV
r %DMDFDOLGDGGHRWURVWLSRVGHWUDQVSRUWH
r $SHUWXUDGHPHUFDGRV
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DORVFRQVXPLGRUHV'HQWURGHHVWHFROHFWLYRSXHGHKDFHUVHXQDUHIHUHQFLD
LQLFLDO\JHQÄULFDDORVOODPDGRVSÕEOLFRVREMHWLYRVR targets generales.
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Place
People
Price
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ÍNDICE
BIBLIOGRAFÍA
GLOSARIO
2.3.1. Consumidor tradicional
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2.3.2. Nuevo consumidor
(VDTXHOFRQVXPLGRUTXHSUHVFULEHVREUHODPDUFD(VXQDSHUVRQDDFWLYD
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La palabra prosumer HV XQ DFUÎQLPR IRUPDGR SRU OD IXVLÎQ RULJLQDO GH ODV
SDODEUDVHQLQJOÄVproducer (productor) y consumerFRQVXPLGRU
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2.3.4. Crossumer6
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por relaciones honestas, transparentes, de igual a igual, bilaterales, que
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ǁ GIL, V; ROMERO, F. &URVVXPHU &ODYHV SDUD HQWHQGHU DO FRQVXPLGRU HVSDÌRO GH QXHYD JHQHUDFLÎQ %DUFHORQD *HVWLÎQ
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2.3.5. Crowdsourcing7
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Figura 5
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donde el usuario es
el rey. Fuente: -DYLHU
Velilla.
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