SANDRA MILENA PATIÑO OROZCO FICHA 1017138
Evidencia 13: Resumen ejecutivo Marketing plan Una vez terminado el Plan de acción de mercadeo, Escribir un resumen ejecutivo en inglés, donde explique en qué consiste dicho material. Esta evidencia debe entregarse en formato de Microsoft Word o df ! enviarla a través de la plataforma "irtual de #prendizaje, #prendizaje, as$% &. (. *. +. /.
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SOLU!"#
RESUME#
SANDRA MILENA PATIÑO OROZCO FICHA 1017138
En un lan de Mar0eting la planeaci1n es indispensable, planear es medir la habi habilid lidad ad ! capa capaci cida dad d de recu recurs rsos os disp dispon onib ible les, s, orga organi niza zarr ! coor coordi dina narr, anti antici cipa pars rse e al futu futuro ro,, se debe debe tene tenerr en cuent uenta a toda todas s las las 2rea 2reas s de la organizaci1n. Estra Estrate tegi gia a seri serie e de acci accion ones es mu! medi medita tada das, s, enca encami mina nada das s haci hacia a un fin fin determinado. laneaci1n estratégica es el intento de administrar los efectos de los factores incontrolables del mercado sobre las fuerzas, debilidades ! objetivos de la empresa. Existen diferentes estrategias para ingresar al mercado internacional, las cuales dependen del tipo de mercado, el tipo de producto, la capacidad de la empresa en aspectos f$sicos, econ1micos ! financieros3 entre las que se destacan Exportaciones, 4icencias, 5ranquicias, )oinversi1n o 6oint "enture, )onsorcios, Manufactura -7nversi1n irecta ! administraci1n por contrato.
Planeación estrat$gica de penetración en los mercados internacionales &. (. *. +.
eterminac eterminaci1n i1n de la capacida capacidad d de oferta oferta expor exportable table.. efinici1n efinici1n del mercad mercado o al que que se desea desea ingres ingresar. ar. eterminac eterminaci1n i1n de la estruc estructura tura de penet penetraci1n raci1n en el mercado mercado.. Elem Elemen ento tos s de la cont contra rata taci ci1n 1n de las las oper operac acio ione nes s come comerc rcia iale les s en el mercado meta. # continuaci1n se nombran los tipos de estrategias de crecimiento de las comp compa8 a8$a $as s con con visi1 isi1n n inte intern rnac acio iona nal% l% 7nte 7ntegr grac aci1 i1n n vert vertic ical al,, 7nte 7ntens nsiv iva, a, iversificaci1n, efensiva.
%erramientas de an&lisis &. #n2l #n2lis isis is 95 95# (. )ade )adena na de valo valor r (.&. )adena de valor orter (.(. )adena de valor valor Mc0ense! (.*. )adena de valor del instituto de de la empresa 4a planeaci1n estratégica le permite a las compa8$as adquirir un concepto claro de la organizaci1n. e nada sirve la construcci1n de grandes estrategias, si no est2n enmarcadas dentro de un pensamiento organizacional que las direccione. 4a misi1n proporciona identidad, es la esencia ! permite contarle a otros el sentido de la empresa dentro de una sociedad. 4a visi visi1n 1n indi indica ca la meta meta que que busc busca a la comp compa8 a8$a $a,, debe debe ser ser expr expres esad ada a en términos de éxito que impregne a los empleados, a los clientes ! en general a los proveedores. ol$ticas ! objetivos corporativos son las normas que establecen las empresas con el fin de dar lugar a la implementaci1n de las estrategias.
Marketing mi' internacional
SANDRA MILENA PATIÑO OROZCO FICHA 1017138
El mar0eting mix es un an2lisis de estrategia de aspectos internos. :e analizan cuatro variables b2sicas de su actividad% producto, precio, plaza ! promoci1n. Producto: or definici1n general se entiende por productos algo materialmente tangible, pero los servicios también se inclu!en dentro de este an2lisis, a pesar de su naturaleza intangible. constit titu! u!e e en un fact factor or impo import rtan ante te a la hora hora de dete determ rmin inar ar la Precio: :e cons percepci1n que el cliente tiene en la relaci1n costo beneficio. Pla(a: )uando se habla del componente plaza en el mercadeo se refiere al lugar donde sucede el plan. Promoción: Esta Esta estr estrat ateg egia ia incl inclu! u!e e todo todos s los los méto método dos s ! técn técnic icas as para para comunicar al mercado ! especialmente a los clientes lo que se quiere divulgar sobre el producto o servicio.
Estandari(ación ) adaptación :on las tendencias globales en la implementaci1n de la mezcla de mercadeo. Estandari(ación: 4a creencia de las necesidades b2sicas del ser humano aboga por esta tendencia ! sustenta que estas deben ser cubiertas esté donde esté. *daptación: 4as alusiones a esta estrategia resaltan los valores culturales de cada pa$s, busca un desarrollo de la estrategia de promoci1n propia para cada mercado.
Mecanismos de control
En la medi medida da que que las las empr empres esas as inte intern rnac acio iona naliz lizan an sus sus oper operac acio ione nes, s, sus sus estructuras organizativas pueden ir cambiando si se detectan debilidades en cuanto a control ! coordinaci1n de sus actividades. # continuaci1n, continuaci1n, se muestran ocho ocho mecanismos de coordinaci1n coordinaci1n ! control% &. (. *. +. /. ;. <. =.
Estruc Estructur tura a de la la organi organizac zaci1n i1n 4a coordi coordinaci naci1n 1n de de los planes planes ! estrategia estrategias s 5ormal 5ormaliza izaci1 ci1n n ! estanda estandariz rizaci aci1n 1n 4a pla plani nifi fica caci ci1n 1n )ont )ontro roll por por resu result ltad ados os )ont )ontro roll del del pers person onal al )omu )omuni nica caci ci1n 1n info inform rmal al :ocializa :ocializaci1n ci1n de los los objetiv objetivos os ! resultado resultados s
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SANDRA MILENA PATIÑO OROZCO FICHA 1017138
7n a Mar0eting lan, the planning is essential3 plan is to measure the abilit! and available resource capacit!, organize and coordinate, anticipate the future, it should ta0e into account all areas of the organization. :trateg! series of actions ver! meditated, directed to>ards a particular purpose. :trategic lanning is the attempt to manage the effects of uncontrollable factors mar0et factors over the forces, >ea0nesses and objectives of the compan!. ?here are different strategies to enter the international mar0et, >hich depend on the t!pe of mar0et, product t!pe, the abilit! of the compan! in ph!sical aspects, economic and financial3 among >hich stand out exports, 4icensing, 5ranchising, 6oint "enture, "enture, )onsortium )onsortiums, s, Manufactu Manufacturing ring -irect -irect investment investment and contract contract administration.
Strategic planning penetration in international markets
&. (. *. +.
eterminin etermining g the abilit! abilit! of export exportable able suppl! suppl!.. Mar0et Mar0et definitio definition n to >hich >hich !ou !ou >ant >ant to enter. enter. eterminati etermination on of the the structure structure of mar0et mar0et penetra penetration. tion. @iring @iring elements elements of busine business ss operatio operations ns in the target target mar0et. mar0et.
Aelo> are named the t!pes of gro>th strategies companies >ith international vision% "ertical integration, intensive, iversification, defensive.
*nal)sis ,ools &. :W9? :W9? anal anal! !sis sis (. "alue lue cha chain in (.&. orter value value chain chain (.(. Mc0inse! value value chain (.*. "alue "alue chain Enterprise 7nstitute :tra :trate tegi gic c plan planni ning ng allo allo> >s comp compan anie ies s acqu acquir ire e a clea clearr conc concep eptt of the the organization. ?here is no point building large strategies, if the! are not framed >ithin an organizational thin0ing that the guide. ?he mission provides identit!3 it is the essence and can tell others the sense of the compan! >ithin a societ!. societ!. ?he vision indicates the goal that see0s the compan!, must be expressed in terms of success that permeating to the emplo!ees, to the clients and generall! to suppliers. olicies and corporate goals are the rules establishing businesses in order to result in the implementation of strategies.
!nternational marketing mi' ?he mar0eting mix is a strateg! anal!sis internals. 5our basic variables of their activit! are anal!zed% product, price, place and promotion. Product: b! genera generall defini definitio tion n is meant meant b! produ products cts someth something ing ph!sic ph!sicall all! ! tangible, but services are also included in this anal!sis, despite their intangible nature.
SANDRA MILENA PATIÑO OROZCO FICHA 1017138
Price: 7t constitutes an important factor in determining the perception that the client has in the costBbenefit ratio. Place: When spea0ing component in the mar0eting place refers to the place >here it happens the mar0eting plan. Promotion: ?his strateg! includes all methods and techniques to communicate to the mar0et and especiall! to customers >hat !ou >ant to disclose about the product or service.
Standardi(ation and adaptation ?he! are the global trends in the implementation of the mar0eting mix.
Standardi(ation: ?he belief of the basic needs of human beings calls for this trend and maintains that these should be covered >herever !ou are. #daptation% #llusions to this strateg! highlight the cultural values of each countr!3 search a strateg! development of promotion of each m ar0et.
ontrol mec-anisms ?o the the exte extent nt that that comp compan anie ies s inte intern rnat atio iona nali lize ze thei theirr oper operat atio ions ns,, thei their r organizational structures ma! change if >ea0nesses in terms of control and coordination of their activities are detected. :ho>n belo> eight coordination and control mechanisms% &. (. *. +. /. ;. <. =.
9rgan 9rganiza izatio tional nal :truct :tructure ure )oordi )oordinat nation ion of plans plans and and strate strategie gies s 5ormal 5ormaliza izatio tion n and standar standardiz dizati ation on lanning )ont )ontro roll b! resu result lts s :taf :tafff contr ontrol ol 7nfo 7nform rmal al commu communi nica cati tion on :ocializat :ocialization ion of of the objectives objectives and results results
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SANDRA MILENA PATIÑO OROZCO FICHA 1017138
?he Mar0eting lan is ver! important in a compan! because allo>s planning3 plan is anal!ze, coordinate, anticipate to the future. #fter plan, is necessar! have have good strategies. ?o enter enter the intern internati ationa onall mar0et mar0et exist exist severa severall strate strategie gies, s, as are export exports, s, 4icens 4icensing ing,, 5ranch 5ranchisi ising, ng, 6oint 6oint "entu "enture, re, )onsor )onsortiu tiums, ms, Manufa Manufactu cturin ring g -irec -irectt investment and contract administration. :trategic lanning allo>s companies 0no> ho> are no>ada!s, to>ard >here to go, !ou >ant to project to !our customers. ?he companies must have organizational thin0ing that the guide. When a compan! exhibit its mission and vision, sample the organized that is, because the mission tell others the sense compan! >ithin a societ!, societ!, the mission defines the >or0 or activit! in the mar0et, the vision defines the goals to be achieved in the future. #lso the mission and vision the policies and corporate objectives, are the rules establishing the companies in order to implement strategies. ?he Mar0eting Mix theme 7 li0ed because the four variables as product, price, place and promotion are essential in a compan!. compan!. ?he standardization and adaptation 7 thin0 the! are ver! important because the compan compan! ! choose choose the one that that suits suits !ou !ou b! mar0e mar0et, t, the compan compan! ! decid decides es >het >hethe herr mar0 mar0et ets s stan standa dard rd prod produc uctt or >ant >ant that that prod produc uctt avai avails ls to mar0 mar0et et conditions. ?he anal!sis tool as 95# is ver! important because the compan! identifies its >ea0nesses, opportunities, strengths and threats. ?he Mar0eting lan describes the situation internal and external the compan!, the the next next phas phase e cons consis ists ts dete determ rmin ine e mar0 mar0et etin ing g obje object ctiv ives es to comp compl! l! and and strategies to achieve them, b! last control becomes. 7s ver! important that the compan! have control c!cles to identif! ris0s and threat threats s to >hich >hich the proces processes ses and and strate strategie gies s are expos exposed, ed, is neces necessar sar! ! periodicall! revie>. revie>. 7n a process control and effectiveness must be :tandards erformance evaluation )omparison )orrective action • • • •
7n m! project Embera )ham$ #ccessories the strateg! enter the international mar0et is handicraft fairs and internet sales after export to distributors the handicraft in the United :tates. ?he mission of m! project is commercialize handicrafts made b! the Embera )ham$ communit! on an international level >ith the highest qualit! standards that meet the needs and expectations of our customers, generate stabilit! and commitment. "ision% maintain tradition and culture of the Embera )ham$ communit! and a high recognition our customers, as an exporting compan! high qualit!. qualit!.