{"id":5214,"date":"2016-12-28T11:01:36","date_gmt":"2016-12-28T10:01:36","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=5214"},"modified":"2020-06-22T11:51:46","modified_gmt":"2020-06-22T09:51:46","slug":"claves-marketing-estrategico-empresa","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/","title":{"rendered":"Claves para definir el marketing estrat\u00e9gico de tu empresa"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-469608457\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/\" data-essbisPostTitle=\"Claves para definir el marketing estrat\u00e9gico de tu empresa\" data-essbisHoverContainer=\"\"><p>Cuando era peque\u00f1o y le\u00eda tebeos, me gustaban aquellos donde hab\u00eda siempre una pareja de protagonistas: Asterix y Obelix, Mortadelo y Filem\u00f3n, Pepe Gotera y Otilia y Zipi y Zape. Y os preguntar\u00e9is el porqu\u00e9, no? Porque tambi\u00e9n exist\u00eda Tint\u00edn, Rompetechos, el Botones Sacarino, \u2026. Pues el motivo principal era porque me gustaba mucho la \u201ccompenetraci\u00f3n\u201d que hab\u00eda entre dichas parejas, teniendo cada uno una personalidad tan distinta de la otra. Eran tan diferentes, pero a la vez no entend\u00edamos a ambos si faltaba alguno de ellos.<\/p><div class=\"blogs-contenido\" id=\"blogs-2235982474\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Marketing_estrategico_vs_marketing_operativo\"><\/span>Marketing estrat\u00e9gico vs marketing operativo<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab53377b933e\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab53377b933e\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/#Marketing_estrategico_vs_marketing_operativo\" >Marketing estrat\u00e9gico vs marketing operativo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/#%C2%BFQue_es_el_marketing_estrategico\" >\u00bfQu\u00e9 es el marketing estrat\u00e9gico?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/#Las_funciones_principales_del_Marketing_estrategico\" >Las funciones principales del Marketing estrat\u00e9gico<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/#Tipos_de_estrategias_en_el_marketing_estrategico\" >Tipos de estrategias en el marketing estrat\u00e9gico<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/#Estrategia_de_cartera\" >Estrategia de cartera<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/#Estrategia_de_posicionamiento\" >Estrategia de posicionamiento<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/#Estrategia_de_segmentacion\" >Estrategia de segmentaci\u00f3n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/#Estrategia_Funcional\" >Estrategia Funcional<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/#Estrategia_de_crecimiento\" >Estrategia de crecimiento<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/#Estrategia_de_fidelizacion_de_clientes\" >Estrategia de fidelizaci\u00f3n de clientes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/#Estrategia_de_alianzas_estrategicas\" >Estrategia de alianzas estrat\u00e9gicas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/#Estrategia_de_analisis_del_entorno\" >Estrategia de an\u00e1lisis del entorno<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>Pues algo parecido me ha pasado a m\u00ed siempre con el <strong>Marketing Estrat\u00e9gico<\/strong> y el <strong>Marketing Operativo<\/strong>, que siendo tan distintos y cada uno con su personalidad propia y aun generando confusi\u00f3n como ha ocurrido en muchas ocasiones,&nbsp; parece que no los concebimos por separado.<\/p>\n<p>Voy a definir primero, a ambos, para posteriormente centrarme en el primero, y profundizar m\u00e1s para conocerlo mejor, ya que parece que no podemos hablar de uno de ellos sin mencionar al \u201cacompa\u00f1ante\u201d de aventuras.<\/p>\n<p>Me acompa\u00f1\u00e1is?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_marketing_estrategico\"><\/span>\u00bfQu\u00e9 es el marketing estrat\u00e9gico?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El <strong>Marketing estrat\u00e9gico<\/strong> se ocupa de analizar las <strong>necesidades de los consumidores<\/strong> y busca nuevas <strong>oportunidades de negocio<\/strong> para la empresa en base a ellas. Se alinea con la<strong> estrategia<\/strong> de la empresa y se lleva a cabo a <strong>largo plazo<\/strong> (entre 3 y 5 a\u00f1os). En definitiva, el ME piensa cu\u00e1l es la misi\u00f3n, visi\u00f3n y valores de la empresa, analiza nuestros puntos fuertes y d\u00e9biles, adem\u00e1s de las amenazas y oportunidades del mercado, fija sus objetivos y pone en marcha una estrategia de desarrollo realista.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-307166866\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<p>El <strong>Marketing operativo<\/strong> es la traducci\u00f3n en acciones concretas del marketing estrat\u00e9gico. Una vez definidos los <strong>objetivos<\/strong>, dispones la<strong> t\u00e1ctica <\/strong>a seguir para alcanzarlos. En definitiva, el MO toma decisiones de <strong>marketing mix<\/strong>, tales como: d\u00f3nde vender los <strong>productos\/servicios<\/strong>, cu\u00e1l ser\u00e1 su <strong>precio<\/strong>, c\u00f3mo ser\u00e1 la<strong> comunicaci\u00f3n<\/strong> de la empresa, habr\u00e1 una tienda on line?, \u2026\u2026<\/p>\n<p>Resumiendo, podr\u00edamos decir que el ME es el cerebro, la parte pensante, y el MO, el brazo comercial (ejecutor) de dicho cuerpo.<\/p>\n<p>Dicho esto, vamos a conocer m\u00e1s al \u201camigo pensante\u201d, al cerebro de la \u201cpareja\u201d. Vamos a ver qu\u00e9 puntos clave lo componen, analizando las funciones y las estrategias posibles a llevar a cabo.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Las_funciones_principales_del_Marketing_estrategico\"><\/span>Las <strong>funciones principales<\/strong> del Marketing estrat\u00e9gico<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>Analizar nuevos h\u00e1bitos y tendencias de los consumidores.<\/li>\n<li>Estudiar a la competencia.<\/li>\n<li>Ver c\u00f3mo evoluciona la demanda.<\/li>\n<li>Detectar nuevas necesidades de los clientes.<\/li>\n<li>Estudiar amenazas y oportunidades del mercado.<\/li>\n<li>Crear ventajas competitivas sostenibles.<\/li>\n<li>Estudiar a nuestra empresa para adaptarla al mercado.<\/li>\n<li>Definir la estrategia de marketing que permita conseguir los objetivos que se ha fijado nuestra empresa.<\/li>\n<li>Analizar internamente los recursos tangibles e intangibles.<\/li>\n<li>Analizar rutinas organizativas de la empresa.<\/li>\n<li>Auditor\u00eda de Marketing.<\/li>\n<li>\u2026<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Tipos_de_estrategias_en_el_marketing_estrategico\"><\/span>Tipos de estrategias en el marketing estrat\u00e9gico<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Si hablamos sobre estrategias, las principales del marketing estrat\u00e9gico ser\u00edan las siguientes:<\/p>\n<ol>\n<li>\n<h3><span class=\"ez-toc-section\" id=\"Estrategia_de_cartera\"><\/span>Estrategia de cartera<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ol>\n<p>Utilizando por ejemplo la matriz BCG, nos permite analizar qu\u00e9 tipolog\u00eda de productos tenemos en la actualidad, cu\u00e1les originan flujos de caja a la empresa, cu\u00e1les son el futuro, cu\u00e1les son rentables o no, cu\u00e1les habr\u00eda que pensar en eliminar, \u2026..<\/p>\n<ol start=\"2\">\n<li>\n<h3><span class=\"ez-toc-section\" id=\"Estrategia_de_posicionamiento\"><\/span>Estrategia de posicionamiento<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ol>\n<p>Tenemos que saber en todo momento, el lugar que ocupan nuestros productos\/servicios en la mente del consumidor vs nuestra competencia.<\/p>\n<p>Tambi\u00e9n, deber\u00edamos de conocer el posicionamiento que tiene nuestra competencia en la \u201cshort list\u201d de los clientes, y el nuestro posicionamiento objetivo futuro si en el presente no es el alcanzado y deseado.<\/p>\n<ol start=\"3\">\n<li>\n<h3><span class=\"ez-toc-section\" id=\"Estrategia_de_segmentacion\"><\/span>Estrategia de segmentaci\u00f3n<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ol>\n<p>Debemos de segmentar nuestra cartera tanto de Clientes como de Potenciales (si los tenemos localizados), para organizarlos en grupos con caracter\u00edsticas y necesidades semejantes, con el objetivo de poder ofrecerles una oferta diferenciada y adaptada a cada uno de ellos.<\/p>\n<ol start=\"4\">\n<li>\n<h3><span class=\"ez-toc-section\" id=\"Estrategia_Funcional\"><\/span>Estrategia Funcional<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ol>\n<p>Nos ayudar\u00e1 a tomar decisiones estrat\u00e9gicas necesarias sobre las 4P\u2019s del marketing mix: precio, producto, comunicaci\u00f3n (promoci\u00f3n) y distribuci\u00f3n (place).<\/p>\n<ol start=\"5\">\n<li>\n<h3><span class=\"ez-toc-section\" id=\"Estrategia_de_crecimiento\"><\/span>Estrategia de crecimiento<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ol>\n<p>La famosa Matriz de Ansoff, es la herramienta perfecta para determinar la direcci\u00f3n estrat\u00e9gica de crecimiento de nuestra empresa: estrategia de penetraci\u00f3n de mercados, de desarrollo de nuevos productos, de nuevos mercados o de diversificaci\u00f3n.<\/p>\n<ol start=\"6\">\n<li>\n<h3><span class=\"ez-toc-section\" id=\"Estrategia_de_fidelizacion_de_clientes\"><\/span>Estrategia de fidelizaci\u00f3n de clientes<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ol>\n<p>Llevadas a cabo con marketing relacional, con el objetivo de mejorar la experiencia del cliente y crear relaciones m\u00e1s duraderas y rentables con nuestros clientes.<\/p>\n<ol start=\"7\">\n<li>\n<h3><span class=\"ez-toc-section\" id=\"Estrategia_de_alianzas_estrategicas\"><\/span>Estrategia de alianzas estrat\u00e9gicas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ol>\n<p>Analizar si procede a establecer redes de empresas, alianzas estrat\u00e9gicas y otros m\u00e9todos de cooperaci\u00f3n, ya que en la mayor\u00eda de los sectores cada vez es mayor la intensificaci\u00f3n de la competencia, y del crecimiento de \u00e9stas.<\/p>\n<ol start=\"8\">\n<li>\n<h3><span class=\"ez-toc-section\" id=\"Estrategia_de_analisis_del_entorno\"><\/span>Estrategia de an\u00e1lisis del entorno<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ol>\n<p>Tenemos y debemos de conocer a la perfecci\u00f3n, las variables demogr\u00e1ficas, econ\u00f3micas, socioculturales, legales, pol\u00edticas, tecnol\u00f3gicas y medioambientales, ya que nuestro entorno puede influir de manera importante en el futuro a medio y largo dentro de la estrategia gen\u00e9rica de la empresa.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-1985101570\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>Una vez que tenemos todo esto totalmente definido, es cuando entrar\u00eda en escena, el otro miembro de la pareja, el Marketing operativo, para ejecutar de forma satisfactoria todo lo pensado y analizado previamente, a trav\u00e9s de las variables del marketing mix a corto plazo.<\/p>\n<p>No quiero despedirme sin antes desearos suerte y muchos \u00e9xitos!<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-marketing-estrategico-empresa\/\" data-essbisPostTitle=\"Claves para definir el marketing estrat\u00e9gico de tu empresa\" data-essbisHoverContainer=\"\">","protected":false},"author":15,"featured_media":5215,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[755],"tags":[762,512,8772],"class_list":["post-5214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-estrategia-de-fidelizacion-de-clientes","tag-estrategias","tag-mercadotecnia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - 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