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Marketing Plann Index

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Proyecto integrador de Dirección de Mercadotecnia y Ventas

Objetivo: Realizar la redacción de un caso estudio basado en la investigación documental y primaria sobre el manejo de productos y/o servicios en cualquier sector.

Índice
1. Fundamentos del proyecto
1.1 Generales de la compañía Análisis de la Industria: a) Situación actual, del mercado empresas que venden u ofrecen el mismo producto o servicio.

b) Posicionamiento de la compañía vs al competencia. c) Competencia mencionar competidores directos e indirectos. 2. Antecedentes de la Compañía de la que harán el proyecto. Estudios de atractividad de la zona (factibilidad) justificar su ubicación y la razón de ser de esa empresa. Investigación exhaustiva del área de influencia y generadores de tráfico. (Incluir mapa) donde está ubicada la empresa. Actividades de la empresa productos, servicios, negocio secundario = core business. Estructura de puestos Organigrama Reputación interna y externa según empleados y consumidores Misión

Visión Objetivos del negocio Estrategias del negocio Creencias, valores y aspiraciones Servicios, logotipo, slogan. Modelo Molecular del negocio que hace fuerte a la empresa vs competencia. Competencias distintivas del negocio aspectos que le tomarán a la competencia más de 6 meses copiar.

Descripción del modelo del negocio, y diagramación de los momentos de verdad en el mismo.
2. Mercado Perfil del cliente Segmentación del mercado Potencial del mercado (Incluir mapa) Posicionamiento actual y el que se pretende alcanzar.

3. Análisis situacional 3.1 Factores del entorno que afectan la mercadotecnia del negocio explicar c/u de ellos como los atienden para beneficio de la empresa. Económicos Demográficos Sociales Culturales Políticos y legales Tecnológicos Competencia Directa (Realizar tabla de directos e indirectos) Indirecta Matriz de perfil competitivo Análisis mercadológico y financiero 3.2 Factores del negocio que afectan la mercadotecnia Área de mercadotecnia Análisis de los clientes Relación con proveedores Promoción y venta Planificación de productos y servicios Políticas de precio Sistema de información de mercadotecnia
------------------------------------------------------------ 1er Avance
4. Revisión de misión y objetivos Objetivos de mercadotecnia Objetivos financieros

5 Estrategia de penetración del mercado Estrategia de desarrollo del mercado
6. Evaluación de las estrategias Revisión de ventajas competitivas de Porter Diferenciación o costos
7. Balance Redactar en pocos pasos el camino que se utilizara para cumplir objetivos.
--------------------------------------------------------------------2do Avance
7. IMPLANTACIÓN Acciones especificas para alcanzar los objetivos de mercado y financieros Decisiones sobre Producto (concepto) Decisiones sobre los precios (ajustes?) Decisiones sobre la Promoción Publicidad, prom. de ventas, Mkt. Directo, venta personal. Decisiones sobre el Proceso y Satisfacción de Cliente

8. Presupuestos del área de mercadotecnia Revisión de costos y proveedores
9. Control del plan anual Estrategias sugeridas para cubrir el presupuesto
10. Conclusiones al proyecto
11. Fuentes de información
----------------------------------------------------------------------3er Avance
12. Redactar a manera de caso. Esto es el examen final. El caso debe basarse en una problemática específica de servicio, de acuerdo con la tienda que le haya tocado. El caso no debe ser mayor a 5 cuartillas, ni menor a 3. La solución al caso no debe ser mayor a 3 cuartillas.

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