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El entorno de marketing global

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Presentación del tema: "El entorno de marketing global"— Transcripción de la presentación:

1 El entorno de marketing global

2 Entorno de marketing La propia empresa u organización
Todos los actores y fuerzas que influyen en la capacidad de la empresa para efectuar transacciones de negocios de manera eficaz con su mercado meta. Incluye: La propia empresa u organización Microentorno – fuerzas cercanas a la empresa que afectan su capacidad para servir a sus clientes. Macroentorno – fuerzas mayores de la sociedad que afectan a todo el microentorno.

3 El entorno de marketing
Demográfico Empresa Cultural Económico Empresa Públicos Proveedores Competidores Clientes Natural Político Intermediarios Tecnológico

4 Entorno demográfico- económico Entorno tecnológico- natural
The Marketing Process This CTR corresponds to Figure 2-5 on p. 45 and to material on pp Teaching Tip: This material previews the focus on later chapters. You may wish to show this CTR as an introduction to the following discussion on target consumers. The lecture information below is provided if you wish to cover the strategic background information prior to coverage of details. Entorno demográfico- económico Entorno tecnológico- natural Intermediarios de marketing Analistas de marketing Planeación de marketing The Marketing Process This begins an extended discussion of planning, organization, and specific-actions that includes slide transparencies on the 4 Ps, factors affecting marketing strategy decisions, and a general outline of the contents of a marketing plan. These topics are covered in more detail on subsequent CTRs. Marketing Analysis (and Planning). Marketing must conduct a complete analysis of its situation and all relevant environmental influences. Further, marketing must provide each functional area of the company with the information from this analysis that affects their area-specific tasks. Selecting Target Markets. In evaluating analysis, it should become clear that the company cannot service each market opportunity equally well. Target market selection occurs by matching strengths and weaknesses identified in analysis to particular target markets. Marketing Implementation. Plans must be coordinated and launched with realistic logistical support if they are to succeed. Marketers must be able to translate plans into concrete action. Marketing Control. The need to measure, assess and evaluate performance all relate to control issues. These are discussed in more detail later. Producto Consumido- res meta Proveedores Plaza Precio Públicos Control de marketing Promoción Implementación de marketing Entorno político- legal Entorno socio- cultural Competidores

5 Diferentes niveles en el análisis del entorno
La propia organización El microentorno de trabajo Los mercados La competencia La opinión pública El macroentorno

6 La propia organización
Existe una constante interacción entre las áreas funcionales Finanzas I + D Dirección General Marketing Compras RR.HH Producción

7 Microentorno de trabajo
Empresas investigación de mercados Asesorías, consultoras Agencias de publicidad Empresa Consumidor Proveedores Mayoristas Detallistas Empresas Transporte Empresas Almacenaje Compañía seguros Bancos, Cajas

8 El microentorno de la empresa
Proveedores – proporcionan los recursos necesarios para producir bienes y servicios. Intermediarios de marketing - ayudan a la empresa a promover, vender y distribuir sus bienes a los compradores finales.

9 Los mercados Conceptos a retener Mercado Potencial Mercado Real
Mercado Objetivo Penetración de mercado Volumen de consumo Participación de mercado

10 Mercado Total Mercado Potencial Población total (100%) Mercado
Real (40%) Mercado Objetivo (20%) Mercado Potencial (30%) Mercado Penetrado (10%)

11 Mercado Total Mercado Potencial Mercado Potencial
Es la cantidad máxima que de un producto o servicio puede venderse durante un periodo dado de tiempo en un mercado y en unas condiciones determinadas. También suele denominarse a este concepto potencial del mercado. El potencial del mercado depende en la mayoría de los casos de la situación económica del país, así como el conjunto de acciones comerciales que las empresas productoras y vendedoras de un determinado bien puedan realizar. En este será posible vender bienes y servicios, siempre y cuando los consumidores tengan la capacidad y características necesarias para efectuar la compra. Mercado Total Mercado Potencial Población total (100%) Mercado Real (40%) Mercado Objetivo (20%) Mercado Potencial (30%) Mercado Penetrado (10%)

12 Mercado Total Mercado Potencial Mercado Real
Parte del mercado que efectivamente está adquiriendo bienes o servicios. Mercado Total Mercado Potencial Población total (100%) Mercado Objetivo Un mercado objetivo es el segmento del mercado al que un producto en particular es dirigido. Generalmente, se define en términos de edad, género o variables socioeconómicas, estilos de vida. Mercado Real (40%) Mercado Objetivo (20%) Mercado Potencial (30%) Mercado Penetrado Se compone del conjunto de consumidores que ya ha comprado. Mercado Penetrado (10%)

13 Competencia de genéricos Competencia de productos
La competencia Proximidad de la competencia Competencia de deseos Satisface deseos diferentes. Ej: Cámara y el gasto en otros productos Satisface el mismo deseo, pero de forma diferente. Ej: Cámara y el vídeo doméstico Competencia de genéricos Satisface el mismo deseo, de igual forma pero con productos diferentes. Ej: Cámara tradicional vs Cámara digital Competencia de productos Satisface el mismo deseo, de igual forma con un producto similar, con otra marca. Ej: Kodak, Sony, Hp, etc. Competencia de marcas

14 La opinión pública Financiera Prensa Gubernamental Local General
Asociaciones de consumidores y usuarios Interna a la empresa

15 Macroentorno Demográfico Económico Ecológico – Natural Tecnológico
Político – Legal Socio – Cultural

16 El macroentorno de la empresa
Demográfico – estudia la población en términos de edad, sexo, raza, ocupación, ubicación y otras estadísticas. Económico – factores que afectan el poder de compra y los patrones de gasto de los consumidores. Natural – recursos naturales que la empresa requiere como insumos o que son afectados por las actividades de marketing.

17 El macroentorno de la empresa
Tecnológico – fuerzas que crean productos y oportunidades de mercado nuevas. Político – leyes, dependencias y grupos que influyen en las acciones de marketing o las limitan. Cultural – fuerzas que afectan los valores, percepciones, preferencias y comportamientos básicos de una sociedad.

18 Entorno tecnológico Cambios vertiginosos Altos presupuestos para R & D
Technological Environment This CTR relates to the material on pp Entorno tecnológico Problemas del entorno tecnológico Technological Environment Key forces operating in the technological environment include: Fast Pace of Technological Change. Anyone trying to learn all the features of their current software programs before they are updated and outdated understands this force. Teaching Tip: You might point out to students raised on Star Trek and Star Wars how much of yesterday's sci-fi is already coming true. Cellular phones as Star Trek-type communicators might get class discussion going. High R&D Budgets. The United States spends more on research and development than any other country. Placing marketing personnel on research teams can help focus research efforts on consumer needs and practical applications. Focus on Minor Improvements. Risk factors associated with high costs of development often lead to minor improvements over substantive product changes. Discussion Note: While minor improvements help keep products "fresh" to the market, marketers must anticipate that changing consumer needs will limit the competitiveness of too little innovation. Increased Government Regulation. Faster introduction of increasingly complex products often leads to greater regulation as consumers seek assurances that products are tested and safe. Preferencia a mejoras menores Mayor regulación

19 Entorno político Tendencias clave en el entorno político
Political Environment This CTR relates to the material on pp Más leyes Distinto modo de hacerlas cumplir Tendencias clave en el entorno político Political Environment The political macroenvironmental forces consist of laws, government agencies, and interest groups that seek regulation of business activities to forward their own interests. Business in general, more than other groups, uses lobbying efforts to try and obtain legislation favorable to their competitive interests. Key considerations include: Legislation. Laws generally attempt to protect companies from each other to create more competition that in turn creates more value for the consumer. Laws also aim at protecting consumers from unfair and sometimes dangerous business practices. Laws sometimes seek to protect society as a whole from practices that endanger whole communities or other publicly owned resources such as rivers, forests, and parks. Enforcement. The effect of laws depends upon the emphasis given to enforcing them within the regulatory agency responsible for administering the law. Regulation varies in intensity with political agendas of sitting presidents and budget allocations. Public interest groups too affect the degree of legislative activity and administrative enforcement. Increased Emphasis on Ethics. At both the grassroots and corporate level, more US companies are showing a greater concern for more ethical conduct and more socially responsible action. Discussion Note: Ethical companies often enjoy better consumer relations and public image. Bottom line contributions can be defensive. For example, when Johnson & Johnson behaved responsibly after the Tylenol poisonings, they did not suffer expensive lawsuits and were able to recapture all of their original market share when the product was re-introduced. Mayor hincapié en la ética

20 Perspectivas que expresan valores
Entorno cultural Technological Environment This CTR relates to the material on pp De las organizaciones De la Naturaleza De uno mismo De la sociedad Del Universo De otros Perspectivas que expresan valores Cultural Environment The key elements of the cultural macroenvironment include: Persistence of Cultural Values. Core beliefs and values are relatively enduring and must be considered by marketers positioning products. For example, product innovations that conflict with core values are unlikely to be adopted. Shifts in Secondary Values. These change over time and change more often than core values and may provide positioning opportunities. Cultural values are expressed in people’s views on the following: View of Themselves. People vary in their emphasis on how important serving themselves is compared to serving others. Personal ambition and materialism have increased significantly over time in the US. View of Others. Recently, there has been a trend toward more altruistic behavior, at least among some segments of the population. Discussion Note: You might link ambition and altruism to baby boomers and baby busters, respectively. It wont’ hold up forever, but might generate class participation. View of Organizations. Most people are willing to work for large companies but also believe that the companies are out for themselves. View of Society. Trends like “Buy American” are reflects of this view. View of Nature. This trend has changed over the last few decades from dominate and control to coexist and preserve. View of Universe. Linked in the US to religious observance, this trend has seen an overall decline among most and a simultaneous passionate activism among a small, but powerful group, usually called the “religious right.”

21 Análisis FODA DIAGNÓSTICO ESTRATÉGICO Puntos Fuertes Puntos Débiles
Oportunidades Amenazas Probabilidad de éxito vs Atractivo potencial. Probabilidad de suceder vs Riesgo potencial.


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