EL PLAN DE MARKETING DE LA EMPRESA BALLONWA
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2016-05-14
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Jaén: Universidad de Jaén
Resumen
[ES]La elaboración de un plan de marketing es un proceso largo, complejo, riguroso y correlacionado que requiere de estudios del entorno, externo e interno, del mercado, los productos comercializados, los canales de distribución, el precio, la comunicación…
No obstante su correcta elaboración puede suponer el éxito de una empresa. Tan importante es, que muchas organizaciones, generalmente pequeñas, sustituyen el plan de dirección estratégica (plan maestro de toda organización) por el plan de marketing. Y es que, este último, aborda los puntos cruciales de la actividad empresarial.
Nuestro trabajo fin de grado, tiene un alto componente práctico, de tal forma que intercala teoría con aplicación práctica. Así pues, se elabora un plan de marketing para Ballonwa, una empresa dedicada a la venta de relojes online, al mismo tiempo que planteamos el desarrollo teórico.
El plan es estructurado en tres bloques; el análisis y diagnóstico de la situación, las decisiones estratégicas y las decisiones operativas de marketing.
En el primero tratamos el análisis externo en el que vamos a observar, investigar y recopilar datos del mercado. Por su parte, el análisis interno tratará de conocer los recursos y capacidades existentes en la propia empresa.
Una vez extraída la información aplicamos una herramienta de diagnóstico que nos permitirá detectar las oportunidades y amenazas existentes en el entorno así como las fortalezas y debilidades de nuestra empresa. Para Ballonwa detectamos que existía una oportunidad de mercado, pues apenas existen empresas que oferten relojes de moda a un precio asequible para el público más joven.
En el segundo bloque, siempre en consonancia con la etapa anterior, se elaboran los objetivos de marketing para aprovechar las oportunidades de mercado detectadas y nuestras fortalezas. De igual manera se plantean objetivos para reducir las amenazas y aplacar nuestras debilidades.
Con los objetivos planteados, desarrollamos las estrategias para alcanzarlos a partir de cuatro niveles. Especial atención se presta al cuarto, las estrategias funcionales, el cual está conformado por los cuatro elementos del marketing mix; producto, precio, comunicación y distribución.
Por último, en el tercer bloque desarrollamos los planes de acción para que todo lo planteado hasta ahora no quede en meras directrices. Con ello, el plan de marketing quedaría confeccionado. Y es que, sin duda, una buena elaboración del plan, llevará a nuestra empresa hacia una mejor posición competitiva en el mercado y hacia una gestión más eficaz y eficiente de la misma.
[EN]Developing a marketing plan is a long and complex process. It is rigorous and correlated too. It required environmental studies, external and internal, from the market, of the product, distribution channels, the price, communication… However, a proper preparation can mean the success of a company. So important it is that many companies, usually small, replace the strategic management plan (Master plan of any organization) for the marketing plan. The previous one addresses the crucial points of the business. Our final project has a high practical component, so that intersperses theory with practical application. So that, it is a marketing plan for Ballonwa, a company dedicated to selling watches online. At the same time, we work in the theoretical development. The plan is divided into three blocks; analysis and diagnosis of the situation, strategic decisions and operational marketing decisions. In the first we try the external analysis that we will see, investigate and collect market data. Meanwhile, the internal analysis will try to meet existing resources and capabilities within the company. After removing the information we apply a diagnostic tool that will allow us to identify opportunities and threats in the environment as well as the strengths and weaknesses of our company. To Ballonwa we detect that there was a market opportunity, because there are not many companies who offer fashion watches at an affordable price for the younger audience. In the second block, always in line with the previous stage, marketing goals are developed to take advantage of market opportunities and our strengths detected. Similarly we make goals to reduce threats posed and placate our weaknesses. With the objectives, we develop strategies to achieve them from four levels. Special attention is paid to the four level, functional strategies, which is made up of the four elements of the marketing mix; Product, price, communication and distribution. Finally, in the third block, we develop action plans for everything; so far not remain mere guidelines. After that, the marketing plan would be made and we have before us one of the most effective tools in business world. A good development plan will take our company into a better competitive position in the market and a more effective management of it.
[EN]Developing a marketing plan is a long and complex process. It is rigorous and correlated too. It required environmental studies, external and internal, from the market, of the product, distribution channels, the price, communication… However, a proper preparation can mean the success of a company. So important it is that many companies, usually small, replace the strategic management plan (Master plan of any organization) for the marketing plan. The previous one addresses the crucial points of the business. Our final project has a high practical component, so that intersperses theory with practical application. So that, it is a marketing plan for Ballonwa, a company dedicated to selling watches online. At the same time, we work in the theoretical development. The plan is divided into three blocks; analysis and diagnosis of the situation, strategic decisions and operational marketing decisions. In the first we try the external analysis that we will see, investigate and collect market data. Meanwhile, the internal analysis will try to meet existing resources and capabilities within the company. After removing the information we apply a diagnostic tool that will allow us to identify opportunities and threats in the environment as well as the strengths and weaknesses of our company. To Ballonwa we detect that there was a market opportunity, because there are not many companies who offer fashion watches at an affordable price for the younger audience. In the second block, always in line with the previous stage, marketing goals are developed to take advantage of market opportunities and our strengths detected. Similarly we make goals to reduce threats posed and placate our weaknesses. With the objectives, we develop strategies to achieve them from four levels. Special attention is paid to the four level, functional strategies, which is made up of the four elements of the marketing mix; Product, price, communication and distribution. Finally, in the third block, we develop action plans for everything; so far not remain mere guidelines. After that, the marketing plan would be made and we have before us one of the most effective tools in business world. A good development plan will take our company into a better competitive position in the market and a more effective management of it.