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Haga un resumen escrito sobre la situacin del macro y microentorno en que
nos desarrollamos y los probables focos de atencin en que debemos
concentrarnos.
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RESULTADO 100% xx
AMBIENTE EXTERNO: Oportunidades y Amenazas
Factor % Calificacin Ponderacin
RESULTADO 100 % xx
Sume los valores de cada cuadro (ambiente interno y externo) y obtenga
los RESULTADOS
200
MEJOR
POTENCIAL TRANQUILIDAD
0
El punto resultante nos mostrara con cierta aproximacin como se ubica
nuestra organizacin respecto del macro y microentorno, y que
oportunidades tenemos en funcin del anlisis de este aspecto particular
del problema. Resuma esta posicin
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RIESGO
INSOSTENIBLE POTENCIAL
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-200 0 200
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AMBIENTE EXTERNO
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Proximidad
productos/
servicios
sustitutos
Poder de Poder de
negociacin de los Rivalidad entre negociacin de los
proveedores los compradores
competidores
existentes
Riesgo de
nuevos
ingresantes
1 Fuerza: Riesgo Nuevos Ingresantes
Registrar futuros o potenciales competidores
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Es decir las medidas que vamos a aplicar para los planes VACAS Y
ESTRELLAS y probablemente en los INTERROGANTES. Estas pueden ser
INTEGRADAS O INTENSIVAS.
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Crecimiento Intensivo
Productos Productos
Actuales
Nuevos
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En qu cifras fijar el PRECIO?
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DEBEMOS FIJAR UN PRESUPUESTO
REGISTRAR EL PRESUPUESTO ANUAL CON QUE CONTAMOS PARA NUESTRO PLAN DE
MARKETING LOCAL
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Elija algunas variables a controlar para confeccionar un Tablero Global del Plan
de Marketing
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