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Sinopsis

Obtener una ventaja competitiva es difícil, pero retenerla es aún más difícil. Por eso, un análisis exhaustivo y una estrategia son clave para el éxito. Nuestra presentación Análisis del Panorama Competitivo (Parte 2) te permite evaluar tu posición en el mercado, entender cómo te comparas con tus competidores y enfocarte en los objetivos más importantes para crear un plan de acción efectivo.

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26 questions and answers
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A competitive landscape analysis can inform a business's marketing strategy by providing insights into the market position of the business compared to its competitors. It helps identify key objectives and create an effective roadmap for achieving them. It also aids in understanding the strengths and weaknesses of competitors, which can be leveraged to gain a competitive advantage.

Some ways to mitigate weaknesses identified in a competitive landscape analysis include: developing a strong understanding of your competitors and their strategies, focusing on your unique selling proposition, investing in research and development to innovate and stay ahead, improving your marketing and sales strategies, and strengthening your customer relationships.

A business can leverage its strengths identified in a competitive landscape analysis by using them to create a unique value proposition that sets it apart from competitors. This could involve focusing on areas where the business has a clear advantage, such as superior technology, better customer service, or a stronger brand. The business can also use its strengths to target specific market segments where these strengths are particularly valued. Additionally, the business can use its strengths to develop new products or services that build on these strengths.

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Aspectos destacados de la diapositiva

Utiliza esta diapositiva para listar y discutir tus principales competidores. Asegúrate de incluir información vital sobre ellos, como qué tipo de competidor son (directo o indirecto), su posicionamiento, precios, fortalezas y debilidades.

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Con esta diapositiva, comunica las áreas para mejorar la ventaja competitiva. Estas incluyen la cultura corporativa, la identificación de nichos desatendidos, el establecimiento de una propuesta de valor única y la identificación del ADN de tu cliente ideal.

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25 questions and answers
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Some strategies to effectively identify under-serviced niches in the market include conducting market research to understand customer needs and gaps in the market, analyzing competitors to identify areas they are not serving, and using data analytics to identify trends and opportunities. It's also important to understand your own company's strengths and how they can be leveraged to serve these niches.

A company's ideal customer DNA can significantly affect its competitive position. By understanding the characteristics, needs, and behaviors of its ideal customers, a company can tailor its products, services, and marketing strategies to meet these needs effectively. This can lead to increased customer satisfaction, loyalty, and ultimately, market share. Additionally, it can help the company identify under-serviced niches and establish a unique value proposition, further strengthening its competitive position.

Some strategies to effectively establish a unique value proposition include understanding your target audience and their needs, identifying how your product or service meets those needs in a unique way, and communicating this effectively. It's also important to understand your competitors and how you differentiate from them. Lastly, focusing on areas for competitive advantage improvement such as corporate culture, under-serviced niches, and ideal customer DNA can also help establish a unique value proposition.

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Aplicación

La Administración de Pequeñas Empresas de EE.UU. (SBA) afirma: "La investigación de mercado te ayuda a encontrar clientes para tu negocio. El análisis competitivo te ayuda a hacer tu negocio único." Para encontrar una ventaja competitiva para tu negocio, la SBA recomienda combinar ambos.

Usar la investigación de mercado para encontrar clientes – recopila información demográfica para descubrir oportunidades y limitaciones para el crecimiento del cliente (ejemplos: datos sobre edad, ingresos, familia e intereses). Luego responde estas preguntas para tener una buena idea de tu mercado: ¿Existe un deseo por tu producto o servicio? ¿Cuántas personas estarían interesadas en tu oferta? ¿Cuál es el rango de ingresos y la tasa de empleo? ¿Dónde viven tus clientes y dónde puede llegar tu negocio? ¿Cuántas opciones similares ya están disponibles para los consumidores? ¿Cuánto pagan los posibles clientes por estas alternativas? Los métodos que puedes usar para hacer una investigación directa son encuestas, cuestionarios, grupos focales y entrevistas en profundidad.

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25 questions and answers
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Market research data can be used in marketing and advertising strategies in several ways. Firstly, it can help identify potential customers by gathering demographic information such as age, income, family, and interests. This data can be used to discover opportunities and limitations for customer growth. Secondly, it can help understand the market better by answering questions like the desire for your product or service, the number of people interested in your offering, the income range and employment rate, the geographical reach of your business, the number of similar options available to consumers, and the price customers are willing to pay for these alternatives. The methods for direct research include surveys, questionnaires, focus groups, and in-depth interviews.

Market research can help in product development by providing valuable insights into customer needs, preferences, and behaviors. It can identify potential markets, determine the demand for a product, and understand the competition. This information can guide the development of a product that meets customer needs, is competitively priced, and is positioned effectively in the market.

Some ways to keep market research data up-to-date include regularly conducting new surveys, questionnaires, focus groups, and in-depth interviews. It's also beneficial to keep an eye on industry trends and changes in demographics. Regularly updating your customer profiles and personas can also help. Using digital tools and software that track and analyze market trends in real time can also be very useful.

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Usar el análisis competitivo para encontrar una ventaja de mercado – evalúa las siguientes características del entorno competitivo: cuota de mercado, fortalezas y debilidades, tu ventana de oportunidad para entrar al mercado, la importancia de tu mercado objetivo para tus competidores, limitaciones que pueden impedirte entrar al mercado y competidores indirectos que pueden impactar tu éxito. Asegúrate de diferenciar tu análisis competitivo por industria, teniendo en cuenta el nivel de competencia, la amenaza de nuevos competidores o servicios, y el efecto de los proveedores y clientes en el precio.

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25 questions and answers
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Some potential challenges a business may face when entering a new market include understanding the competitive landscape, assessing market share, identifying strengths and weaknesses, finding a window of opportunity to enter the market, understanding the importance of the target market to competitors, overcoming limitations that may prevent market entry, and dealing with indirect competitors who may impact success. Additionally, differentiating competitive analysis by industry, considering the level of competition, the threat of new competitors or services, and the effect of suppliers and customers on price can also be challenging.

A business can use competitive landscape analysis to identify its most important objectives by assessing the market share, strengths and weaknesses of competitors, the window of opportunity to enter the market, the importance of the target market to competitors, and any limitations that may prevent market entry. This analysis can also help identify indirect competitors that may impact success. It's important to differentiate this analysis by industry, considering the level of competition, the threat of new competitors or services, and the effect of suppliers and customers on price.

A business can use several strategies to mitigate the impact of indirect competitors. First, it can conduct a competitive analysis to understand the market share, strengths, and weaknesses of the competitors. This can help identify opportunities to enter the market and understand the importance of the target market to the competitors. Second, the business can differentiate its competitive analysis by industry, considering the level of competition, the threat of new competitors or services, and the effect of suppliers and customers on price. Lastly, understanding any limitations that may prevent the business from entering the market can also be beneficial.

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Consejo de experto

Obtener una ventaja competitiva es difícil porque la mayoría de las ventas y propuestas suelen ser "asesinadas por la alternativa silenciosa pero mortal: el Status Quo." Pero esto, por supuesto, de ninguna manera significa que la situación es desesperada. Hay formas de luchar. "Aceptar y reconocer al competidor es el mejor lugar para comenzar, y eso ayuda mucho," escribe un capitalista de riesgo, Michael Smerklo, en su artículo para Forbes. Al hacerlo, Smerklo argumenta, obtendrás lo siguiente:

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1. Tu producto o servicio se verá bajo una luz completamente nueva – aceptar el Status Quo empuja a los emprendedores y gerentes de negocios a repensar todos los aspectos de la narración. "Este reconocimiento por sí solo," dice Smerklo, "generará una discusión muy diferente a la que se había experimentado anteriormente (incluso con el mismo cliente o inversor), y te diferenciará de todas las demás propuestas."

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2. Verás tu posición estratégica bajo una luz completamente nueva – cuando integras el Status Quo en tu narrativa, queda claro que todas las partes de tu negocio: recaudación de fondos, marketing, ventas y estrategia necesitarán modificaciones para abordar la alternativa. De hecho, este paso puede obligarte a repensar o alterar completamente tu producto o modelo de negocio. Smerklo dice: "Aunque esto suena desalentador, es un ejercicio mucho más fácil y rentable de realizar en comparación con la alternativa: la larga y lenta muerte por desinterés."

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3. Tu estrategia de entrada al mercado nunca será la misma – cuando tu mensaje para abordar el Status Quo se altera, necesitarás una nueva estrategia para superar a tu competencia potencial. Tu propuesta de valor será puesta a prueba y se buscará que sea más específica y puede terminar siendo más exacta "F/U/D" (miedo/incertidumbre/duda), más detallada en los cálculos de ROI o requiriendo resultados extremadamente positivos de la compra/inversión en tu solución. "Sea lo que sea," dice Smerklo, "se eliminará algo de la ambigüedad de la propuesta de valor y hará que tu propuesta a los prospectos sea mucho más específica y precisa."

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