...INDICE…………………………………………………………………....….1 RESUMEN EJECUTIVO………………………………………………….2 ANÁLISIS DE LA SITUACIÓN……………………………………….…3 ANÁLISIS DAFO ……………………………………………………………9 OBJETIVOS DE MARKETING………………………………………..12 ESTRATEGIAS DE MARKETING………………………………….…14 ACCIONES DE MARKETING Y ROI……………………….….……18 RESUMEN EJECUTIVO En este informe se expone un plan de marketing para el desarrollo del negocio de pujas por céntimo a través de pujalista.com Este producto, que surge en Finlandia, ya está implantado en corto plazo es líder en Suecia y Reino Unido, y pretende consolidarse en España, donde su página web ya tiene 200.000 visitas y más de 15.000 usuarios. España es el primer país de la UE en volumen de juego (el tercer mundial después de Estados Unidos y Filipinas) y tiene una implantación de Internet en los hogares superior al cincuenta por ciento, por lo que se dan condiciones para crecer en número de usuarios y en número de pujas diarias. Actualmente pujalista ofrece muchos productos a la vez a gran número de usuarios y, por eso, nuestra estrategia de marketing consiste en segmentar estos clientes a través los tipos de productos por los que pujan para definir mejor los diferentes tipos de target. También hay que educar al posible usuario en el juego y, por otro lado, dotar de contenido al posicionamiento de la marca, hasta conseguir con un 3 por ciento de cuota...
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...Journal of Economic Geography Advance Access published June 22, 2005 Journal of Economic Geography (2005) Page 1 of 30 doi:10.1093/jeg/lbi001 Video games production networks: value capture, power relations and embeddedness Jennifer Johns* Abstract This paper has two main aims. Firstly to conceptualize the production networks of the video games industry through an examination of its evolution into a multi-million dollar industry. Secondly, to use the video games industry to demonstrate the utility of Global Production Network approaches to understanding the geographically uneven impacts of globalization processes. In particular, three key notions of value, power and embeddedness are used to reveal the most powerful actors in the production network, how they maintain and exercise their power, and how the organization of production is manipulated as a result. It is argued that while hardware production is organized by console manufacturers using truly global sourcing strategies, the production of software is far more complex. In fact, software production networks are bounded within three major economic regions: Western Europe, North America and Asia Pacific. This paper seeks to explain how and why this has occurred. Keywords: video games, global production networks, value, power, embeddedness JEL classifications: L14, L23, L82 Date submitted: 4 October 2004 Date accepted: 12 April 2005 1. Introduction The video games industry1 was born during the early 1960s and has rapidly...
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...This page intentionally left blank Business Performance Measurement Drawing together contributions from leading thinkers around the world, this book reviews recent developments in the theory and practice of performance measurement and management. Significantly updated and modified from the first edition, the book includes ten new chapters that provide a comprehensive review of performance measurement from the perspectives of accounting, marketing, operations, public services and supply chain management. In addition to these functional analyses the book explores performance measurement frameworks and methodologies, practicalities and challenges, and enduring questions and issues. Edited by one of the world’s leading experts on performance measurement and management, Business Performance Measurement will be of interest to graduate students, managers and researchers who wish to understand more about the latest developments in this rapidly changing field. Andy Neely is Deputy Director of the ESRC/EPSRC AIM Research initiative, Professor of Operations Strategy and Performance at Cranfield School of Management, and Visiting Professor of Operations Management at London Business School. Business Performance Measurement Unifying theories and integrating practice Second edition Edited by Andy Neely CAMBRIDGE UNIVERSITY PRESS Cambridge, New York, Melbourne, Madrid, Cape Town, Singapore, São Paulo Cambridge University Press The Edinburgh Building, Cambridge...
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