{"id":6393,"date":"2017-11-29T11:20:35","date_gmt":"2017-11-29T10:20:35","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=6393"},"modified":"2020-06-22T11:59:45","modified_gmt":"2020-06-22T09:59:45","slug":"costes-estrategia-de-marketing","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/costes-estrategia-de-marketing\/","title":{"rendered":"C\u00f3mo los costes de producci\u00f3n afectan a la estrategia de marketing"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-1666256392\"><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\/costes-estrategia-de-marketing\/\" data-essbisPostTitle=\"C\u00f3mo los costes de producci\u00f3n afectan a la estrategia de marketing\" data-essbisHoverContainer=\"\"><p>Sin duda el \u00e9xito de una <strong>estrategia de marketing <\/strong>es interrelacionar conceptos y variables para tomar decisiones que <strong>anticipen oportunidades<\/strong> o <strong>reduzcan incertidumbres<\/strong>. Por <strong>ejemplo,<\/strong> que no llueva tiene una repercusi\u00f3n inmediata en el coste de producci\u00f3n de luz, de forma que este encarecimiento repercute directamente en el consumo el\u00e9ctrico dom\u00e9stico como industrial, y con ello afecta negativamente la <strong>competitividad<\/strong> de las empresas.<\/p><div class=\"blogs-contenido\" id=\"blogs-1481961319\"><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=\"Costes_de_produccion_y_competitividad\"><\/span>Costes de producci\u00f3n y competitividad<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-6ab52f0188e44\" 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-6ab52f0188e44\"  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\/costes-estrategia-de-marketing\/#Costes_de_produccion_y_competitividad\" >Costes de producci\u00f3n y competitividad<\/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\/costes-estrategia-de-marketing\/#Low_cost_chino\" >Low cost chino<\/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\/costes-estrategia-de-marketing\/#Una_estrategia_de_marketing_diferenciada\" >Una estrategia de marketing diferenciada<\/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\/costes-estrategia-de-marketing\/#El_precio_y_la_decision_de_compra\" >El precio y la decisi\u00f3n de compra<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Pero a la vez, la escasez de lluvia tambi\u00e9n afecta negativamente al sector agrario y la ganader\u00eda, ya sea por cosechas menos abundantes (que no siempre se compensan con incrementos en la venta de ese producto), as\u00ed como costes de distribuci\u00f3n de agua en camiones cisterna.<\/p>\n<p>De forma que los <strong>costes de producci\u00f3n<\/strong> derivados de cambios clim\u00e1ticos no predecibles afectan directamente nuestra competitividad y con ella nuestra cuenta de resultados.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Low_cost_chino\"><\/span>Low cost chino<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Y a la vez que nuestros productos han de superar incrementos de costes producci\u00f3n por factores locales, la <strong>globalizaci\u00f3n<\/strong> nos acerca el <strong><em>\u201clow cost\u201d <\/em><\/strong><em>made in china <\/em>para todo tipo de productos; o el <strong>wifi<\/strong> que llegar\u00e1 a los aviones comerciales el a\u00f1o 2019 para vuelos europeos.<\/p>\n<p>Es decir, los factores de producci\u00f3n nacional afectan decisivamente nuestra competitividad a escala global, pues con la facilidad de las comunicaciones y el flujo de mercanc\u00edas, personas e informaciones, la mayor\u00eda de productos y mercados compiten entre ellos, con pocas (menos) posibilidades de crear <strong>\u201cmercados cautivos\u201d <\/strong>donde se dificulte la entrada de nuestros competidores. Siempre habr\u00e1 alguna econom\u00eda o alg\u00fan desarrollo tecnol\u00f3gico que abarate costes y facilite los intercambios a nivel global. Es imposible poner puertas al campo.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-2861378278\"><!------------------------   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<h2><span class=\"ez-toc-section\" id=\"Una_estrategia_de_marketing_diferenciada\"><\/span>Una estrategia de marketing diferenciada<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Llegados a este punto, dentro de una <strong>estrategia global de marketing,<\/strong> como analizamos en el <a href=\"http:\/\/www.coi.es\/masters\/master-universitario-direccion-comercial-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>M\u00e1ster Universitario en Direcci\u00f3n Comercial y Marketing de COI<\/strong><\/a>, lo relevante es c\u00f3mo nuestros productos en forma de <strong>marca<\/strong>, son capaces de crear una <strong>\u201ccadena de valor\u201d<\/strong> que sea competitiva m\u00e1s all\u00e1 de los costes de producci\u00f3n no controlables a escala local.<\/p>\n<p>Debemos conferir a nuestros productos o servicios algo que justifique su precio, incluso con un peque\u00f1o diferencial m\u00e1s caro que los de la competencia.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"El_precio_y_la_decision_de_compra\"><\/span>El precio y la decisi\u00f3n de compra<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Normalmente el precio no es una <strong>variable inel\u00e1stica<\/strong>, y sin duda afecta a la <strong>decisi\u00f3n de compra<\/strong>, y l\u00f3gicamente a partir de ciertos umbrales afecta de forma decisiva para mantener una cuota de mercado, pero dentro del segmento al que proyectamos nuestros productos, casi siempre hay un margen para una <strong><a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/big-data-estrategia-marketing\/\">estrategia de marketing<\/a> diferenciada<\/strong> a partir de haber construido un <strong>posicionamiento de marca<\/strong>, que justifique pagar un poco m\u00e1s por un producto o un servicio <em>\u201cigual\u201d<\/em> pero diferente. Si no generamos este \u201cvalor a\u00f1adido\u201d siempre el <em>low cost<\/em> chino (o de otra procedencia) nos ganar\u00e1.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-2953556587\"><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>Ante este escenario cambiante y donde es imposible controlar todas la variables que afectan a un producto o servicio, lo relevante es estar preparados para analizar de forma r\u00e1pida la interacci\u00f3n de escenarios multicausales, y por ello el <a href=\"http:\/\/www.coi.es\/masters\/master-universitario-direccion-comercial-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>M\u00e1ster Universitario en Direcci\u00f3n Comercial y Marketing de COI<\/strong><\/a> se preocupa de introducir casos reales de la m\u00e1xima actualidad, con la finalidad de disponer de patrones de an\u00e1lisis complejos para encontrar soluciones \u00fatiles a las empresas que requieran de nuestros servicios profesionales. Somos <strong>especialistas en Marketing y Direcci\u00f3n Comercial<\/strong>.<\/p>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3073 size-thumbnail\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2015\/03\/JordiSauret-150x150.jpg\" alt=\"Jordi Sauret\" width=\"150\" height=\"150\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2015\/03\/JordiSauret-150x150.jpg 150w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2015\/03\/JordiSauret-300x300.jpg 300w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2015\/03\/JordiSauret-1024x1024.jpg 1024w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2015\/03\/JordiSauret-200x200.jpg 200w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2015\/03\/JordiSauret-80x80.jpg 80w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2015\/03\/JordiSauret.jpg 1535w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/>Jordi Sauret<\/strong>, Director del&nbsp;<a href=\"http:\/\/www.coi.es\/masters\/master-universitario-direccion-comercial-marketing\/\"><strong>Direcci\u00f3n Comercial y Marketing (Oficial)<\/strong><\/a>&nbsp;de&nbsp;<strong><a href=\"http:\/\/www.coi.es\/\">Cela Open Institute<\/a><\/strong>. Experto en investigaci\u00f3n de mercados y Director Feedback EIS.<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/costes-estrategia-de-marketing\/\" data-essbisPostTitle=\"C\u00f3mo los costes de producci\u00f3n afectan a la estrategia de marketing\" data-essbisHoverContainer=\"\">","protected":false},"author":3,"featured_media":6394,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[755],"tags":[313,397,27,589,193,3343,258,687],"class_list":["post-6393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-costes","tag-direccion-comercial","tag-marca","tag-mercado","tag-posicionamiento","tag-precio","tag-producto","tag-servicio"],"acf":[],"yoast_head":"<!-- This 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