MERCADOS GLOBALES GLOBALES
1
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MERCADOS GLOBALES
“ El tiempo ha cesado, el “espacio”
se ha desvanecido. Ahora Ahora vivimos en una aldea Global...”
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El Nuevo Ambiente de los Negocios PRODUCTIVIDAD
QUALIDADE
GLOBALIZACIÓN DE
ALIANZAS
LOS MERCADOS
ESTRATEGICAS
NEGOCIOS DE LAS
TRANSF.TECNOLOGIA
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El
I-POD,
prod pr oduc ucto to nu nuev evo o de la
globalización •
•
•
•
•
El I-POD se concibe en Silicon Valley Se produce en China Se mercadea desde Estados Unidos Se consume en el mundo entero Ya se han vendido más de 4,000 millones de equipos y está en su quinta generación
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Evolución del Entorno Foco Producto Mejorar característica Estrategia basada en criterios de autoreferencia Mercados Océano Azul Abundantes •
Foco productividad y calidad •
•
•
•
•
Incremento unidades producidas Necesidad de abastecer velozmente el mercado Incrementos en niveles de calidad
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Evolución del Entorno Foco Ventas Mercados competidos Inicio saturación clientes Clientes Altos Inventarios Argumentos básicos de ventas •
•
•
•
•
Mercado Estrategias basadas en tendencias de mercado Inicio de segmentación Estandarización Investigación de mercados Clientes exigentes •
•
•
•
•
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Foco ….los Clientes…Internacionales Inteligencia competitiva
Nunca fue mas
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ETAPAS Y NIVELES DE LA INTEGRACIÓN
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Preparación de la Empresa
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Estrategias de Producto
Elementos del Producto
Beneficio o servicio esencial Producto Tangible
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Estrategias Promoción
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Empresa: “sufrimos el cambio” en la gestión • PRODUCIR en países con mínimos costes laborales, fiscales, f iscales, inmobiliario Tras transición hacia la UE, Europa Oriental “ya no es una ganga”
India y China mantienen la retribución en un 3% de EEUU y Rumanía está ya al 50% y aumentan a un nivel anual del 20%
• TECNOLOGÍA E INVERSIÓN el poder de comercialización del país.
En productos o servicios de alto valor añadido pero también en básicos Cuchillo alemán o tijeras japonesas,... Foro Económico Mundial. Índice de competitividad mundial (67Alemania con superávit comercial crónico y un coste 30$ hora)
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... y como clientes/consumidores • MAYOR NIVEL DE INFORMACIÓN a nivel de productos / servicios
sean locales o internacionales (Red, viajes, comunicaciones,...) Y de las empresas/gestión: Responsabilidad Social Corporativa.
• MAYOR MAYOR NIVEL NI VEL DE EXIGENCIA EXI GENCIA se abre el abanico de ofertas.
Nos permite exigir mejores productos/servicios desde el primer contacto hasta el servicio post-venta (“el gran límite” l ímite” Sony, Sony, Nokia,...).
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¿Cuál es el valor de nuestra empresa: los clientes que tenemos o los productos que ofrecemos? Determinamos necesidades del mercado (IdM)
Diseñamos productos que las satisfagan (PRODUCTO)
¿Necesidades homogéneas?
Hacemos llegar el producto o el servicio al cliente (DISTRIBUCIÓN PRECIO) Damos a conocer el producto (COMUNICACIÓN) Establecemos relaciones con
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Surge la polémica...estandarizar o adaptar Diferencias culturales
. Necesidades y deseos distintos . Pautas de consumo propias . Idioma, estética, prioridades,...
Reducción de distancias
. Interdependencia de mercados . Acceso Acceso información y movilidad . Avances tecnológicos,....
Defensores Levitt, Globalización Globalización de mercados - Saatchi & Saatchi
Economías de escala de producción y de d e marketing El consumidor sacrifica sus preferencias por precios más bajos
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Veamos la globalización g lobalización como un aumento cuantitativo del mercado Por trabajar un “mercado aumentado” ¿desaparecen las diferencias en
las necesidades, deseos, preferencias, motivaciones o frenos de compra, que nos han llevado a segmentar en nuestros mercados domésticos? “Trasladar un producto con éxito de un mercado a otro sin más no es posible, se necesita una adaptación, un marketing y un servicio” Carlos Tello (Director exportación PIKOLIN)
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Y la bonanza de adaptar o estandarizar dependerá también de nuestro compromiso con “el mercado aumentado” . Nuestro grado de internacionalización
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Establecidos el nivel recursos/riesgos optamos
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Trusted by over 1 million members
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Trusted by over 1 million members
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Trusted by over 1 million members
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“ El mayor riesgo al que nos enfrentamos