Evidencia 2: Taller “Market Projection”

Ángel David Reuter Piragauta

Noviembre 2019.

Servicio Nacional de Aprendizaje.

Negociación Internacional.
Fase de Análisis.
 EIGHT STEPS TO DEVELOPING A SIMPLE MARKETING PLAN

Marketing plan is a strategic Marketing plan is a set of

document outlining the orderly actions aimed at
actions/steps you propose to MARKETING PLAN achieving specific
take to achieve your objective(s) within a given
marketing objectives timeframe

HOW DO IT?

Collect, anallyze and

organize or follow these
eight steps

Consider your product

Clear, measurable distribution plan
1: State your 5: Define place
objectives and no more and determine the best type
marketing objectives (distribution strategy)
than two of packaging

2: Identify Write an objective description
of your audience and
demographics of
concentrate on them
your target market
Select a set of competitors
3 Identify your
and identify their
competition
strengths and weaknesses
it is important that you
4: Describe your give your customers a
product/service reason to buy your product
And to remain loyal
Social media is one of the
most costeffective means of
promoting your business
your price should be based
on the prevailing
market prices and your costs
Estimate how much it will cost for any
marketing strategy you propose in your
marketing
plan and stick to your budget
Fuente: IFAS EXTENSION, Edward A. Evans and
Fredy H. Ballen
6: Choose your
promotion strategy
7: Develop a pricing
strategy
8: Create a marketing
budget
 CUSTOMER SATISFACTION & MARKET SHARE: HOW AND WHEN THEY ARE
RELATED.

The market share and customer satisfaction have been as benchmarks in the performance of a
company or product. But it is clear to analyze that although for the client The brand is something
important it does not guarantee a relevant performance in the market share, on the other hand “it
satisfies one the needs of the clients do not result in greater market share unless it should demand
homogeneous product ”(Gounaris et al. 2001).

In a study on two different economies and cultures analyzing the relationship of market share
and customer satisfaction, they produced similar and surprising results; in the homogeneous
market the leading brand had a large part in the market share but in the heterogeneous market the
situation changed, the market leader did not always enjoy higher levels of customer satisfaction
and, as the level of customer satisfaction decreased, also The market share of the manufacturer
did. . On the other hand, the higher the cost of the customer was identified, the weaker the
positive effect of customer satisfaction in the future market share. In fact, we conclude that the
link between market share and customer satisfaction is strong whenever there is homogeneity in
the nature of demand and consumer preferences for a given industry and who faces
heterogeneous markets must start from a detailed process. of investigation of the mandate and
the value that the client gives it.

Fuente: Professor Spiros Gounaris, University of Strathclyde, United Kingdom

 BIBLIOGRAFIA

 Edward A. Evans and Fredy H. Ballen, Eight Steps to Developing A Simple Marketing
Plan.

 Professor Spiros Gounaris, University of Strathclyde, United Kingdom, Customer

satisfaction & market share: how and when they are related.