Estudios de Mercado

Investigación de Mercado

Para poder desarrollar un Plan de Marketing es indispensable tener un diagnóstico correcto del mercado y de nuestra competencia.
Consiste en la capacidad de transformar datos, estadísticas y antecedentes de mercado, en información valiosa y útil, para una acertada toma de decisiones del cliente. El estudio de mercado consiste en una iniciativa con el fin de hacerse una idea sobre la viabilidad comercial de una activida económica.

Análisis del consumidor
Estudia el comportamiento de los clientes para detectar sus necesidades de consumo y la forma de satisfacerlas, averiguar sus hábitos de compra (lugares, momentos,
preferencias…), etc. Su objetivo final es aportar datos que permitan mejorar las técnicas de ventas y canales de distribución, para la venta de un producto o servicio o de una serie de productos.
Análisis de la competencia
Estudia el conjunto de empresas con las que se comparte el mercado del mismo producto. Para realizar un estudio de la competencia es necesario establecer quiénes son los competidores, cuántos son y sus respectivas ventajas competitivas. El plan de marketing podría incluir una plantilla con los competidores más importantes y el análisis de algunos puntos como: marca, descripción del producto o servicio, precios o valor, estructura, procesos, participación de mercado, capacidad instalada, imagen de marca, entre otros.El benchmarking o plantilla permite establecer los estándares de la industria así como las ventajas competitivas de cada empresa. A partir de esta evaluación, se determinará si es factible convivir con la competencia y si es necesario neutralizarla o si un competidor puede transformarse en socio a través de fusión o alianzas estratégicas.
Estratégia
Concepto breve pero imprescindible que marcará el rumbo de la empresa. Basándose en los objetivos, recursos y estudios del mercado y de la competencia debe definirse una estrategia que sea la más adecuada para la nueva empresa. Toda empresa deberá optar por dos estrategias posibles:

Liderazgo en costos .- Consiste en mantenerse competitivo a través de aventajar a la competencia en materia de costos.
Diferenciación.- Consiste en crear un valor agregado sobre el producto ofrecido para que este sea percibido en el mercado como único.

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ESTUDIOS DE MERCADO

Investigación de Mercado

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