SANDRA MILENA PATIO OROZCO FICHA 1017138

Evidencia 13: Resumen ejecutivo Marketing plan

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SOLUCIN

RESUMEN
 SANDRA MILENA PATIO OROZCO FICHA 1017138

En un Plan de Marketing la planeacin es indispensable, planear es medir la

habilidad y capacidad de recursos disponibles, organizar y coordinar,
anticiparse al futuro, se debe tener en cuenta todas las reas de la
organizacin.
Estrategia serie de acciones muy meditadas, encaminadas hacia un fin
determinado.
Planeacin estratgica es el intento de administrar los efectos de los factores
incontrolables del mercado sobre las fuerzas, debilidades y 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 fsicos, econmicos y financieros; entre las que se
destacan Exportaciones, Licencias, Franquicias, Coinversin o Joint Venture,
Consorcios, Manufactura (Inversin Directa) y administracin por contrato.

Planeacin estratgica de penetracin en los mercados internacionales

1. Determinacin de la capacidad de oferta exportable.

2. Definicin del mercado al que se desea ingresar.
3. Determinacin de la estructura de penetracin en el mercado.
4. Elementos de la contratacin de las operaciones comerciales en el
mercado meta.
A continuacin se nombran los tipos de estrategias de crecimiento de las
compaas con visin internacional: Integracin vertical, Intensiva,
Diversificacin, Defensiva.

Herramientas de anlisis
1. Anlisis DOFA
2. Cadena de valor
2.1. Cadena de valor Porter
2.2. Cadena de valor Mckensey
2.3. Cadena de valor del instituto de la empresa

La planeacin estratgica le permite a las compaas adquirir un concepto claro

de la organizacin.
De nada sirve la construccin de grandes estrategias, si no estn enmarcadas
dentro de un pensamiento organizacional que las direccione.
La misin proporciona identidad, es la esencia y permite contarle a otros el
sentido de la empresa dentro de una sociedad.
La visin indica la meta que busca la compaa, debe ser expresada en
trminos de xito que impregne a los empleados, a los clientes y en general a
los proveedores.
Polticas y objetivos corporativos son las normas que establecen las empresas
con el fin de dar lugar a la implementacin de las estrategias.

Marketing mix internacional

 SANDRA MILENA PATIO OROZCO FICHA 1017138

El marketing mix es un anlisis de estrategia de aspectos internos. Se analizan

cuatro variables bsicas de su actividad: producto, precio, plaza y promocin.
Producto: Por definicin general se entiende por productos algo materialmente
tangible, pero los servicios tambin se incluyen dentro de este anlisis, a pesar
de su naturaleza intangible.
Precio: Se constituye en un factor importante a la hora de determinar la
percepcin que el cliente tiene en la relacin costo beneficio.
Plaza: Cuando se habla del componente plaza en el mercadeo se refiere al
lugar donde sucede el plan.
Promocin: Esta estrategia incluye todos los mtodos y tcnicas para
comunicar al mercado y especialmente a los clientes lo que se quiere divulgar
sobre el producto o servicio.

Estandarizacin y adaptacin

Son las tendencias globales en la implementacin de la mezcla de mercadeo.

Estandarizacin: La creencia de las necesidades bsicas del ser humano
aboga por esta tendencia y sustenta que estas deben ser cubiertas est donde
est.
Adaptacin: Las alusiones a esta estrategia resaltan los valores culturales de
cada pas, busca un desarrollo de la estrategia de promocin propia para cada
mercado.
Mecanismos de control

En la medida que las empresas internacionalizan sus operaciones, sus

estructuras organizativas pueden ir cambiando si se detectan debilidades en
cuanto a control y coordinacin de sus actividades.

A continuacin, se muestran ocho mecanismos de coordinacin y control:

1. Estructura de la organizacin
2. La coordinacin de los planes y estrategias
3. Formalizacin y estandarizacin
4. La planificacin
5. Control por resultados
6. Control del personal
7. Comunicacin informal
8. Socializacin de los objetivos y resultados

ABSTRACT
 SANDRA MILENA PATIO OROZCO FICHA 1017138

In a Marketing Plan, the planning is essential; plan is to measure the ability and
available resource capacity, organize and coordinate, anticipate the future, it
should take into account all areas of the organization.
Strategy series of actions very meditated, directed towards a particular purpose.
Strategic Planning is the attempt to manage the effects of uncontrollable factors
market factors over the forces, weaknesses and objectives of the company.
There are different strategies to enter the international market, which depend on
the type of market, product type, the ability of the company in physical aspects,
economic and financial; among which stand out exports, Licensing, Franchising,
Joint Venture, Consortiums, Manufacturing (Direct investment) and contract
administration.
Strategic planning penetration in international markets

1. Determining the ability of exportable supply.

2. Market definition to which you want to enter.
3. Determination of the structure of market penetration.
4. Hiring elements of business operations in the target market.

Below are named the types of growth strategies companies with international
vision: Vertical integration, intensive, Diversification, defensive.

Analysis Tools
1. SWOT analysis
2. Value chain
2.1. Porter value chain
2.2. Mckinsey value chain
2.3. Value chain Enterprise Institute

Strategic planning allows companies acquire a clear concept of the

organization.
There is no point building large strategies, if they are not framed within an
organizational thinking that the guide.
The mission provides identity; it is the essence and can tell others the sense of
the company within a society.
The vision indicates the goal that seeks the company, must be expressed in
terms of success that permeating to the employees, to the clients and generally
to suppliers.
Policies and corporate goals are the rules establishing businesses in order to
result in the implementation of strategies.

International marketing mix

The marketing mix is a strategy analysis internals. Four basic variables of their
activity are analyzed: product, price, place and promotion.
Product: by general definition is meant by products something physically
tangible, but services are also included in this analysis, despite their intangible
nature.
 SANDRA MILENA PATIO OROZCO FICHA 1017138

Price: It constitutes an important factor in determining the perception that the

client has in the cost-benefit ratio.
Place: When speaking component in the marketing place refers to the place
where it happens the marketing plan.
Promotion: This strategy includes all methods and techniques to communicate
to the market and especially to customers what you want to disclose about the
product or service.

Standardization and adaptation

They are the global trends in the implementation of the marketing mix.

Standardization: The belief of the basic needs of human beings calls for this
trend and maintains that these should be covered wherever you are.

Adaptation: Allusions to this strategy highlight the cultural values of each

country; search a strategy development of promotion of each market.

Control mechanisms

To the extent that companies internationalize their operations, their

organizational structures may change if weaknesses in terms of control and
coordination of their activities are detected.

Shown below eight coordination and control mechanisms:

1. Organizational Structure
2. Coordination of plans and strategies
3. Formalization and standardization
4. Planning
5. Control by results
6. Staff control
7. Informal communication
8. Socialization of the objectives and results

ABSTRACT
 SANDRA MILENA PATIO OROZCO FICHA 1017138

The Marketing Plan is very important in a company because allows planning;

plan is analyze, coordinate, anticipate to the future.
After plan, is necessary have good strategies.
To enter the international market exist several strategies, as are exports,
Licensing, Franchising, Joint Venture, Consortiums, Manufacturing (Direct
investment) and contract administration.
Strategic Planning allows companies know how are nowadays, toward where to
go, you want to project to your customers.
The companies must have organizational thinking that the guide.

When a company exhibit its mission and vision, sample the organized that is,
because the mission tell others the sense company within a society, the mission
defines the work or activity in the market, the vision defines the goals to be
achieved in the future.
Also the mission and vision the policies and corporate objectives, are the rules
establishing the companies in order to implement strategies.

The Marketing Mix theme I liked because the four variables as product, price,
place and promotion are essential in a company.

The standardization and adaptation I think they are very important because the
company choose the one that suits you by market, the company decides
whether markets standard product or want that product avails to market
conditions.
The analysis tool as DOFA is very important because the company identifies its
weaknesses, opportunities, strengths and threats.
The Marketing Plan describes the situation internal and external the company,
the next phase consists determine marketing objectives to comply and
strategies to achieve them, by last control becomes.
Is very important that the company have control cycles to identify risks and
threats to which the processes and strategies are exposed, is necessary
periodically review.
In a process control and effectiveness must be
Standards
Performance evaluation
Comparison
Corrective action

In my project Embera Cham Accessories the strategy enter the international

market is handicraft fairs and internet sales after export to distributors the
handicraft in the United States.
The mission of my project is commercialize handicrafts made by the Embera
Cham community on an international level with the highest quality standards
that meet the needs and expectations of our customers, generate stability and
commitment.
Vision: maintain tradition and culture of the Embera Cham community and a
high recognition our customers, as an exporting company high quality.