Miguel Francés lunes, 1 de septiembre de 2008

Nos encontramos en momentos en donde

  • La demanda desciende.

  • Los stocks suben.

  • Los precios caen.

  • Aumentan los costes.

  • Surgen impagados.

  • Hay pesimismo e incertidumbre al futuro.

Ante estas situaciones no nos queda mas opciones que emigrar a una isla desierta y volver cuando haya capeado el temporal o hacer frente a la que nos viene encima a todos.

Primer aspecto a considerar en esta época difícil: esto no es como la lotería pues a todos toca , la recesión o la crisis afecta a todos en un mismo mercado.

El objetivo primordial en marketing será el de reforzar la finalidad de obtener y retener las ventajas competitivas de nuestra empresa, producto o servicio a través de la creación de valor agregado en los mismos.

Acciones a tener en cuenta:

  • Análisis de la situación: habrá que preguntarse ¿dónde estamos ahora?, y ¿dónde estaremos a corto y medio plazo?.

  • Adaptación al cliente. Hay que focalizar los esfuerzos a los mejores clientes.

  • Flexibilidad política de precios. Nuestros clientes se han vuelto sensibles al precio pero no significa que se deba bajar precios, por lo menos a cambio de nada.

  • Aprovechar oportunidades: nuevos clientes, búsqueda de proveedores, debilidad de la competencia, incentivar la marca, nuevos productos, etc.

  • Motivación fuerza de ventas. aspecto fundamental ya que deberán mantener la cartera actual y, sobre todo, captar nuevos clientes.

En fin, estos son sólo unos aspectos que he escrito apelando al sentido común.

Y tú, ¿qué estas haciendo en tiempos de crisis?

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