Situacional Analysis Marketing

The purpose of this essay is to know and understand the most importants points for optimal development of a company. From this, we can make strategies that help us to position our good or service in the market whit the better results.

SITUACIONAL ANALYSIS MARKETING

The enviroment in international business it’s divided in two parts:

• The controllable (micro enviroment)

• The uncontrollable (macro enviroment)

We understand for controllable, evall that we can handle. For example:

• Customers

• Suppliers

• Competition

• Stakeholders

In this enviroment, we have a “subdivision” that is the internal enviroment. This part contains what we call the five M’s: Men, Money, Machinery, Materials and Minutes. From all this depends the optimum development of our enterprice.

In the other enviroment (macro), we have many features that we can’t control or that not depends of us, like as:

• Demography factors

• Economic traits

• Socio – cultural factors

• Political – factors

It’s very important to know perfectly all this factors for a better planning and for help us to compete more effectively against our rivals

MARKET

KINDS OF MARKET

Once in the market, we have to make a division, the real market and the potential market.

The real market is the group or people who really buy, consume, use and need our products, don’t matter if is frequently, constantly or almost never.

And the potential market is the other group, that don’t purchase or consume our goods and services, but could do it. So, we have to find the way for to make that this group enter in our real market.

MARKET SIZE

Too calculate or define the size of the target market we need to have a clearly defined market (specify to whorm it is adressed).

MARKET SEGMENT

A group of people that share one or more characteristics (Homogeneity), each market segment is unique (Distinction) and has similar response to market (Reaction).

There are many types of market segmentation>

• Geographic

• Demographic

• Psycographic

• Behavorial

PRODUCT

The product is the good or service that we have to trade, and for this, we have to analyse many aspects before to launch our product to the market .

For to ofer a quality product or service, are many points that we have to analyse before to launch our product to the target market, this is called: Product Analysis Checklist, in this checklist we analyse

• Material

• Model

• Appearance

• Cost

• Manufacturing

• Features

• Specifications

• Functions

After that we have the data of this analysis, we can launch our product to start it life cycle.

Every product have a life cycle: this is the time period that we can mantain it in the market.

The lyfe cycle phases are:

• Introduction: product are launched

• Growth: Sales start to grow rapidly

• Maturity: We have a reputiation

• Decline: Product loses it’s appeal

Exists a “5 phase”, in this phase we have to take a desition: our product die or the product restart. It's the same with our company, the company also has a life cycle governed by exactly the same phases

To keep our product or company participating on the market as long as possible, exists many strategies that we can employ:

• A product line: Consist in to make a group of related products

• A extension line: To use of an stablished product brand for a new item in the same category

So, when we have identified

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