Análisis del Mercado y Entorno de Marketing

Análisis del Mercado y Entorno de Marketing

• Mercado: A collection of individuals or organizations needing a specific product or service, with the desire and ability to purchase it. Market size is defined by demand, which expresses consumer needs and desires based on purchasing power.
• Market Types: Distinguishes between current and potential markets (current: existing now; potential: market the company targets to reach); important for business strategy development.
• Market Boundaries: Defining market limits are essential for effective marketing strategies; boundaries can be:
• Physical: Geographic or territorial limitations.
• Consumer-based: Demographic, socioeconomic, ethnic, and cultural characteristics.
• Product-based: New applications or uses.
• Market Classification: Markets are categorized by:
• Buyer types: Individuals, businesses, governments, etc.
• Product types: Agricultural products, raw materials, manufactured goods, services, etc.
• Number of competitors: Monopoly, oligopoly, monopolistic competition, perfect competition.
• Supply/demand: Buyer's market (more supply than demand); seller's market (more demand than supply; this is usually reflected in pricing).
• Competitive Analysis: Understanding the competitive structure is crucial. Levels of competition include the:
• Market level: Companies all offering goods or services that meet the same need.
• Industry level: Factories with similar production processes.
• Product-market level: Companies producing similar products targeting the same customer groups with equivalent technologies.
• Competitive Analysis Considerations: Companies' functions, the technologies, and client groups impacted. Porter's Five Forces (a model in business strategy) is frequently used in a competitive analysis to determine the strengths of the companies in a particular industry.
• Marketing Environment Analysis: Examining external variables influencing a company, but not directly controllable (political, economic, technological, social, legal).
• Company Performance: Analysis of internal factors like strengths, weaknesses, opportunities, and threats. Factors to consider: sales, distribution network, finances, brand reputation, etc.
• Strategic Decisions: Based on internal and external analyses, companies develop strategies including differentiation, cost leadership, or specialization for achieving competitive advantages.