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Kone Case

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CASO KONE
ANÁLISIS DEL CASO
El caso Kone es un caso sobre el lanzamiento del elevador MONOSPACE en el mercado alemán. La economía se encuentra en contracción y el producto ya ha sido lanzado en tres países de Europa teniendo diferentes experiencias en esos mercados.

CASO KONE
ANÁLISIS DE LA SITUACIÓN EXTERNA

REGION ENTORNO ECONOMICO CONSTRUCCION SE DESPLOMA EN LA REGION POCA DIFERENCIACION DE OFERTA DABA LUGAR A EROSION DE PRECIOS Y MARGENES

ALEMANIA ENTORNO ECONOMICO CONSRTUCCION EN CRECIMIENTO DESDE 1988 POR LA REUNIFICACIÓN DE LAS ALEMANIAS MERCADO DE NUEVOS ELEVADORES CRECIO DE 8000 EN 1988 A 15.500 EN 1995 (94%) EN 1995 SE DETIENE EL CRECIMIENTO Y VA A CAER UN 15% AL AÑO 2000 MERCADO CARACTERICTICAS: DOMINADO POR LA CONTRUCCION RESIDENCIAL 1995: 74% EN BAJOS EDIFICIOS Y NO CAMBIA EN LOS PROXIMOS 5 AÑOS TIPOS DE ELEVADORES HIDRAULICO: 60% DEL MERCADO DE BAJOS EDIFICIOS CON ENGRANAJES: 40% (DOS TERCERAS PARTES DEL TIPO CARO PU : MAS CARO QUE ph) PARTICIPACION DE MERCADO: NUEVO Y EN SERVICIO 2. SCHINDLER SUIZA : 19,4% - 13,3% 1. OTIS USA: 11,6% - 11,3% THYSSEN ALEMANIA: 12,9% - 12,4% 3. KONE FINLANDIA: 9,2% - 4,9% KONE POCA PARTICIPACIÓN EN SERVICIO

MERCADO CARACTERISTICAS: COMPETENCIA GLOBAL Y FUERTES EN MERCADOS DOMÉSTICOS NEGOCIO EN DOS SECTORES: NUEVOS EQUIPOS $9 BILLONES AL AÑO SERVICIOS: $13 BILLONES AL AÑO DEMANDA EN 1996 : CONTINENTE EUROPA 78.000 38% AMERICA 40.000 19% ASIA Y AUSTRALIA 90.000 43% TIPO DE ELEVADOR: ALTURA EDIFICIO BAJO: 78% MEDIO: 16% ALTO: 6% TIPO DE ELEVADOR: MECANISMO HIDRAULICO (POCA ALTURA) 60% CON ENGRANAJES (GAMA AMPLIA) 30% SIN ENGRANAJES (MAYOR ALTURA) 10% REGION COMPETENCIA INDUSTRIA MUNDIAL 5 COMPETIDORES 1. OTIS USA 2. SCHINDLER SUIZA 3. KONE FINLANDIA MITSUBISHI JAPON THISSEN ALEMANIA TOSHIBA Y HITACHI EN JAPON , GOLGSTAR EN COREA : CRECIAN EN ASIA DINAMICA COMPETITIVA: NUEVOS EQUIPOS: EN NUEVOS EQUIPOS COMPETENCIA POR NUEVAS INSTALACIONES ES INTENSA LA VENTA DE EQUIPOS NUEVOS POR DEBAJO DEL COSTO: OCASIONA PERDIDAS SERVICIOS: MAS ORDENADA PROVEEDORES DE EQUIPO TENIAN VENTAJA PARA ATENDER SUS BASES INSTALADAS MARGEN DEL 5% DEL PRECIO DE COMPRA DE UN ELEVADOR 80% DE CONTRATOS VENIAN DE VENTAS DE EQUIPO PERO ESTABA CAMBIANDO EMPRESAS MAS PEQUEÑAS DE SERVICIO COMO PROVEEDORES LOCALES INCREMENTAN

ALEMANIA COMPETENCIA COMPETENCIA. MUCHOS JUGADORES MUY DISPERSOS: GRANDES LIGAS: SCHINDLER- OTIS - THYSSEN - KONE MEDIANOS. 30 JUGADORES , FABRICAN PIEZAS CLAVES, LOS DEMAS LO EXTERNAN VAQUEROS. 150 , NO FABRICAN RESULTADOS PRECIOS CAYERON 5% Y 7% EN 1995 JUGADORES SALIERON Y SOLO OFRECEN SERVICIO PERDIDAS DE COMPETENCIA: SCHINDLER 11% CENTRADOS EN MERCADO DE ELEVADORES HIDRAULICOS OTIS 13% , CENTRADOS EN ELIMINAR PERDIDAS DE NUEVOS ELEVADORES Y CON ELLO PERDER VENTAS

REGION CLIENTES CLIENTES: DECISION COMPLEJA SEGÚN EL TIPO Y DISEÑO DEL EDIFICIO ENTRE MAS ALTO Y COMPLEJO + GENTE INVOLUCRADA + FACTORES A TOMAR EN CUENTA EJEMPLO: ELEVADOR COMERCIAL EN UN EDIFICIO ALTO PROMOTOR-DUEÑO EDIFICIO-CONTRATISTA-ARQUITECTOCONSULTAR ELEVADOR-INQUILINOS

ALEMANIA CLIENTES LOS CLIENTES CON QUIENES AL FINAL TOMAN LA DECISIÓN DE COMPRA USUARIOS: LOS QUE UTILIZAN LOS ELEVADORES NO INTERVIENEN PROMOTORES INMOBILIARIOS : 10% DE LA DECISIÓN LES INTERESA EL COSTO TOTAL DEL EDIFICIO ES POCO EL COSTO DEL ELEVADOR CONTRATISTAS: 50% DECISIÓN 4 CONSTRATISTAS TIENEN EL 20% HAY 20.000 PEQUEÑOS USABAN PROCESO DE OFERTA ARQUITECTOS: 40% DECISIÓN IMPORTA PARA EDIFICIOS RESIDENCIALES PROCESO DE VENTA DE KONE AUFZUG PROCESO DE 8 A 15 MESES : NECESIDAD DEL CLIENTE PASOS 1. CLIENTE LLAMA 2. KONE VISITA POR UN VENDEDOR AL GERENTE O ARQUITECTO 3. SE REVISAN LOS PLANOS 4. EL VENDEDOR HACE LA PROPUESTA 5. SI SE ACEPTA EL GERENTE DE COMPRAS DEL CONTRATISTA SIGUE DE CONTACTO CON KONE 5. SE DISCUTE PRECIO Y TERMINOS DE PAGO

DECISION DE UN ELEVADOR EN UN RESIDENCIAL BAJA ALTURA GERENTE CONSTRUCCION DE EMPRESA-ARQUITECTOAGENTE COMPRA CIA CONSTRUCTORAGERENTE DE SERVICIO EDIFICIO - DUEÑO DE LA PROPIEDAD

CASO KONE
ANÁLISIS DE LA SITUACIÓN INTERNA

LA EMPRESA KONE SITUACION DE KONE EN 1996. BAJA EN INGRESO OPERATIVO 1996 6% 1995: 6.7% UTILIDAD PARA 1996 SERIA CERO Y MENOR EN FUTURO KONE: FUNDADA EN 1910 , 1995 SOLO NEGOCIOS DE ELEVADORES VENTAS $2.2 BILLONES - GASTOS EN ID 1,5% INGRESOS DOS DIVISIONES V1: EQUIPO NUEVO 16.500 VENTAS $2.2 BILLONES , 38% PESO V2: SERVICIOS 425.000 UNIDADES 62% PESO EN VENTAS: 78% MANTENIM 22%MODERNIZAC TIPOS DE VENTAS BAJA ALTURA 75% MEDIANA 15% ALTA 10% VENTAS POR REGION UE 53% RESTO EUROPA 4% USA 29% ASIA Y AUSTRALIA 10% OTROS PAISES 4%

LA EMPRESA KONE AUFZUG ALEMANIA MERCADO MAS AMPLIO DE EUROPA 1995 INGRESO POR D206 MILLONES , UTILIDADES DM13 MILLONES KONE AUFZUG POR ENCIMA AL PROMEDIO EN VENTAS 1996 CONTRATARON EN V1 23 VENDEDORES TIEMPO COMPLETO 20 MEDIO TIEMPO MEZCLA DE FUNCIONES ENTRE VENDEDORES Y GERENTES REGIONALES GERENTES REGIONALES INDICAN QUE LA COMPETENCIA TIENE MAS FUERZA DE VENTAS VENTAS EN 1995 48% RESIDENCIALES 92% PH , 6% pt , 2% PU PRECIOS ESTANDAR KONE DE 4 PISOS: BAJA ALTURA RESIDENCIALES PH HIDRAULICO DM 60.000 PT TRACCION DM 75.000 PU TRACCION DM 80.000 PS TRACCION DM 120.000 - 200.000 PERDIDAD POR VENTAS : EN HIDRAULICOS 8% - EN TRACCION 5%

PRODUCTO EVOLUCION DE KONE MONOSPACE 1992 OTIS DISEÑO UN PROTOTIPO PERO DE ALTO COSTO NO FUE ÉXITO COMERCIAL 1993 KONE RD DESARROLLO ECO DISC CARACTERISTICAS FORTALEZAS DEL ECODISC ELIMINABA LA NECESIDAD DEL CUARTO DE MAQUINAS COMODIDAD DE VIAJE PARECIDO AL SISTEMA SIN ENGRANAJES MENOR CONSUMO ENERGIA: 50% DEL DE TRACCION , 70% AHORRO DEL HIDRAULICO NO REQUIERE ACEITE INSTALACION 140 HORAS, 60 MENOS QUE UN ELEVADOR TRADICIONAL VER EHIBIT 7 DESVENTAJAS DE 8 A 13 PERSONAS: UNA PARA 16 PERS REQUERIA CUART DE MAQ. DADO EL TAMAÑO DEL ECODISC USADO PARA 12 PISOS O MENOS OPORTUNIDAD KONE TRABAJA PARA EXTENDER CAPACIDADES DE LA MAQUINA DEL ECO DISC EXPERIENCIA DEL MONOSPACE EN EUROPA (SEGMENTACION Y PLAZA) EL TARGET DEL NONOSPACE FUE EL DE BAJA ALTURA DE RESIDENCIALES: ES EL SEGMENTO MAS GRANDE EN NUEVO EQUIPO HABIA SIDO LANZADO EN HOLANDA, FRANCIA Y REINO UNIDO HOLANDA ERA DOMINADA POR POCA ALTURA Y KONE LIDER EN EL MERCADO MERCADO FRANCIA: 90% VENTAS ERAN UNIDAD DEL BAJA ALTURA HOLANDA Y REINO UNIDO 70% DE BAJA ALTURA HOLANDA: 60 A 70% TRACCION CON EJES REINO UNIDO : 90% HIDRAULICOS 10% TRACCION CON EJES FRANCIA: 80% ELEVADORES HIDRAULICOS 20% EJES

PROMOCION PROMOCIONADO COMO UN SISTEMA QUE POSEÍA EL RESTO DE LOS ELEMENTOS. KONE DE BAJA ALTURA HOLANDA: REUNIONES INDIVIDUALES CON COMPRADORES 3500 ARQUITECTOS - PRESENTACIONES - ARTICULOS FRANCIA: INFO A COMPRADORES DE KONE - REUNIONES DESAYUNOS - PRESENTACIONES REINO UNIDO : PRESENTACIONES - LIDERAZGO EN TECNOLOGIA DE KONE RESULTADO DE VENTAS EN EUROPA HOLANDA: PROYECCION ERA 70% DE UNIDADES VENDIDAS EN TRES AÑOS. - 100% BAJA ALTURA PREOCUPADOS POR LA COMPETENCIA QUE BAJEN LOS PRECIOS POR LO QUE LOS BENEFICIOS DEL MONOSPACE SERIAN INSIGNIFICANTES: ES UNA INDUSTRIA MUY SENIBLE AL PRECIO!!!!! RESULTADO EN 10 MESES: 70% - 62% DEL MK DE BAJA ALTURA - 44% MK TOTA LIDES EN HOLANDA FRANCIA: META: 300 UNIDADES O 70% DE VENTAS RESIDENCIALES ANUALES DE KONE 3 MESES: 40 UNIDADES UN 13,3% DE LOGRO REINO UNIDO: NO VENTAS A UN MES DEL LANZAMIENTO REACCIONES DEL CLIENTE EN GENERAL POSITIVAS, MUCHO INFLUENCIADO POR EL MENSAJE DE VENTAS HOLANDA: NO APRECIABAN LOS AHORROS DE CUARTO DE MAQUINAS NI EL TIEMPO EN INSTALACION CONSTRUCTORAS NO VEN GRAN APORTE EN EL AHORRO FRANCIA Y REINO UNIDO MAS IMPORTANCIA AL AHORRO DE TIEMPO HOLANDA: ASPECTO POSITIVO PORQUE NO OSCURECE CUANDO SE ACCIONA AHOORO EN FUSIBLES FORTALEZA DE LOS PROVEEDORES DE ENERGIA EN HOLANDA LIMITACION DEL MONOSPACE NO PENT HOUSE: EN HOLANDA SE EMPEZABA A XCONSTRUIR PARA EL MONOSPACE CON PENT HOUSE.E TUVO QUE EXPLICAR LAS LIMITACIONES CON UN AVISO A LOS CLIENTES RETENCION DE COMPAÑIAS CONSTRUCTORAS: FRANCIA Y HOLANDA LAS COMPAÑIAS ESTABAN COBRANDO LOS AHORROS DE CONTRSUCCIONA LOS PROPIETARIOS PREOCUPACIÓN POR UNICO PROVEEDORES: PAISES ESTABAN PREOCUPADOS POR NO TENER UN CUARTO DE MAQUINAS DEJABA UN MONOPOLIO PARA KONE INSTALACION DE MUESTRA: CLIENTES NOQUERIAN SER CONEJILLOS DE INDIAS COMPETENCIA LA REACCION FUE SILENCIOSA POCO SABOTAJE EMPRESAS OFRECIAN PAGAR POR CUARTO DE MAQUINAS A LOS CLIENTES

PRECIOS PRECIOS EN PAISES DE VENTA DEL MONOSPACE HOLANDA: PH 65.000 - TRACCION PT 62.000 - PU TRACCION 68.000 - NONO: 69.000 FRANCE: PH ????? - TRACCION PT 150.000 - PU TRACCION ?? - NONO: 180.000 REINO UNIDO: PH 15,800 - TRACCION PT 30.000 - PU TRACCION ????? - NONO: 30.770 PRECIOS EN LINEA CON EL PT DE TRACCION CON EJES POLITICA DE PRECIOS: POR ENCIMA SI KONE TENIA MENOS DEL 15% EN LINEA SI NO ERA ASI PRIMAS : HOLANDO Y FRANCIA BASADAS EN AHORROS , REINO UNIDO L15.000 PRECIO CERCA DE PT

CASO KONE
PROBLEMAS Y ALTERNATIVAS DE SOLUCIÓN

PROBLEMAS EL LANZAMIENTO DEL MONOSPACE EN ALEMANIA LLEVA LAS SIGIUENTES INTERROGANTES A RAIMO HATALA LAS CUALES REPRESENTAN EL PROBLEMA DEL CASO: 1. OBJETIVOS ESTRATEGICOS DEL PROYECTO METAS GENERALES: VISION DEL NEGOCIO NO HAY OBJETIVOS DE MARKETING: NO HAY

2. ESTRATEGIAS DE MARKETING SEGMENTACION: YA DEFINIDA POR LIMITACIÓN DEL ACTUAL MONOSPACE POSICIONAMIENTO:NO ESTA CLARA LA ESTRATEGIA 3. MEZCLA DE MERCADO 3A. PRODUCTO: YA ESTA DEFINIDO PERO EN FASE DE LANZAMIENTO APENAS 3B. PRECIO: NO DEFINIDO 3C. PROMOCION: NO DEFINIDO 3D. PLAZA: DEFINIDO EL PAIS, PERO LA FUERZA DE VENTAS MUESTRA DESVENTAJA 4. PUESTA EN MARCHA Y MEDICION DE RESULTADO: NO DEFINIDOS NECESIDADES: TENER RESULTADOS INMEDIATOS ERAN FAVORABLES PARA EL LANZAMIENTO ALEMANIA ERA VITAL PARA KONE ALTERNATIVAS DE SOLUCION PRESENTAR LA SOLUCION AL CASO COMO UN PLAN DE MERCADEO Y ANALIZAR ALTERNATIVAS PARA CADA PUNTO INDICADO EN EL PROBLEMA SE RECOMIENDA ANTES DE LANZAR ALTERNATIVAS REALIZAR UN ANALISIS FODA QUE ES UNA HERRAMIENTA MUY PODEROSA EL DISEÑO DE ESTRATEGIAS PARA ORIENTAR EL RUMBO DE HATALA

SOLUCIONES 1. OBJETIVOS ESTRATEGICOS DEL PROYECTO METAS GENERALES: VISION DEL NEGOCIO NO HAY OBJETIVOS DE MARKETING: NO HAY 1A. METAS GENERALES ALTERNATIVAS 1. ELEVAR LA RENTABILIDAD DE LA EMPRESA KONE AUFZUG 2. SER PARTE VITAL EN EL PROYECTO KONE Y CON ELLO GANAR MERCADO EN LA REGION 3. POTENCIALIZAR LA VENTA DE MONOSPACE PARA GANAR MERCADO EN LA REGION Y MUNDIAL VENTAJAS ES EN SI UNA PREMISA VALIDA PARA EL CORTO PLAZO DA MAS ALCANCE VISION MAS RETADORA DESVENTAJAS TIENE POCO ALCANCE SOLO LA PARTE FINANCIERA TODAVIA ES CORTA DE ALCANCE ES RETADORA PERO NO SOLO ESTA A SU ALCANCE LOGRARLO

2A. OBJETIVOS DE MARKETING LOS OBJETIVOS DE MARKETING SON CALCULAR LAS METAS DE VENTAS SEGÚN LOS DATOS DEL MERCADO ALEMAN Y LA PARTICIPACION DEL KONE EN ESTE

EN MARCOS ALEMANES ANALOGIA CON HOLANDA 70% DE VENTAS EN MONOSPACE VENTAS 1995 EN MILLONES 86,9 70% 60,83 75% 65,2

SEGÚN EL MERCADO TOTAL DEL MERCADO DE VENTAS DE NUEVOS PARTICIPACION DE EDIFICIOS BAJOS TOTAL DE MERCADO DE EDIFICIOS BAJOS PARTICIPACION ESPERADO DE KONE ALEMANIA (SE SUPONE LA PARTICIPACION GENERAL) VENTA SI MONOSPACE FUERA DEL 100% DE LAS VENTAS DE EDIFICIOS BAJOS 1022,4 74% 756,5 8,50% 64,306

OBJETIVOS DE MARKETING REEMPLAZAR LA VENTA DE LOS HIDRAULICOS Y DE ENGRANAJE EL OBJETIVO DE VENTA ES TENER UN 5% MAS DE PARTICIPACION EN VENTAS

VENTAJAS SE LOGRA MAYOR VENTA Y PENETRACION DE MK CONTRARESTA LA BAJA ESPERADA EN VENTA DE ELEVADORES POR BAJA EN MERCADO DEL 3% ANUAL

DESVENTAJAS SI SE POSICIONA PUEDE PERDER MK ES FUNDAMENTAL EL POSICIONAMIENTO Y TODA LA GESTION DE COMERCIALIZACION REACCION DE COMPETENCIA PUEDE SER FUERTE

2. ESTRATEGIA DE MARKETING 2A. SEGMENTACION YA ESTA DEFINIDA POR LAS LIMITACIONES DEL ECODISC: A PESAR DE ESTAS DEFINIDA ES UN PUNTO MUY IMPORTANTE PARA GANAR VENTAS Y MERCADO PODER OFRECER EL PRODUCTO A TODO TIPO DE EDIFICIO VENTAJAS YA ESTA DETERMINADA

DESVENTAJAS SI LA EMPRESA NO TRABAJA RAPIDO EN TENER LA POSIBILIDAD DEL ECODISC PARA EDIFICIOS MAS ALTOS LA COMPETENCIA PUEDE IRSE ADELANTE

2B. POSICIONAMIENTO SE RECOMIENDA UN POSICIONAMIENTO CON BASE EN LAS CARACTERISTICAS DIFERENCIADORAS DEL PRODUCTO: SIN CUARTO DE MAQUINAS, COMODIDAD DE VIAJE, MENOR CONSUMO ENERGETICO NO REQUIERE ACEITE, MENOS HORAS E INSTALACION HAY QUE CONTRARRESTAR TODAS LAS OPINIONES ADVERSAS QUE TUVIERON LOS CLIENTES EN OTROS PAISES DE EUROPA TANTO DEL PRODUCTO COMO DE LA EMPRESA

VENTAJAS EL PRODUCTO POSEE LAS CARACTERISTICAS REALES Y COMPROBADAS PARA DIFERENCIARSE

DESVENTAJAS ESTA DIFERENCIACION TIENE QUE QUEDAR BIEN CLARA EN LOS CLIENTES . ESTAS DIFERENCIAS SON CONSECUENCIAS DE KONE NO DE PETICION DE CLIENTES

3. MEZCLA DE MERCADO 3A. PRODUCTO: YA ESTA DEFINIDO PERO EN FASE DE LANZAMIENTO APENAS 3B. PRECIO: NO DEFINIDO COMO LOS COSTOS SON SIMILARES AL ELEVADOR HIDRAULICO HAY VARIAS POSIBILIDADES 1. 80K: IGUAL AL HIDRUALICO: COLOCARSE EN UNA SITUACION IGUAL PARA ATRAER CLIENTES 2. 60K: IGUAL AL PT: COLOCARSE EN UNA SITUACION IGUAL PARA ATRAER CLIENTES 3. 86K: SUPERIOR AL PT POR NO ALCANZAR EL 15% DE SHARE Y POR DIFERENCIACION ARRIBA EL 8% QUE ES EL PROMEDIO DE LOS PRECIOS DEL MONOSPACE SOBRE LOS PU/PT EN EUROPA 3C. PROMOCION: NO DEFINIDO OPCIONES DE LANZAMIENTO 1. ANUNCIOS EN PRENSA COMERCIAL Y REVISTAS UTILIZAR ANUNCIO EN BN EN REVISTA MENSUAL GRATUITA CON CIRCULACION DE 25.000 : DM 3.000 ANUNCIO EN BN EN REVISTA SEMANAL CON CIRCULACION 31.000 : DM 2700 2. USAR EL VIDEO Y ENVIAR UNA COPIA A LOS CONTRATISTAS , ARQUITECTOS, : CLIENTES CON LAS ESPECIFICACIONES DEL MONOSPACE PARA QUE LO CONOZCAN DETALLADAMENTE 3. EXHIBICION COMERCIAL PARA DAR A CONOCER EL MONOSPACE 4. SEMINARIOS 5. LAS GIRAS, CORREOS, TELEMERCADEO Y OTRAS OPCIONES SON IMPERSONALES EN ALGUNOS CASOS Y EN OTROS INSUFICIENTES YA QUE LA FUERZA DE VENTAS ES PEQUEÑA COMPARADA CON LA CANTIDAD DE CLIENTES POTENCIALES VENTAJAS DESVENTAJAS

CONTRATISTAS BUSCAN LOS PRECIOS MAS BAJOS SE LOGRAN EVITAR PERDIDAS MENSAJE DE DIFERENCIACION SIMILAR AL PU SE CUMPLEN NORMAS DE BRUSELAS 108% VENTAJAS UTILIZAR LAS MEJORES OPCIONES QUE DEN A CONOCER LAS CARACTERISTICAS DE DIFERENCIACION DEL MONOSPACE, LOS CLIENTES NO LO CONOCEN SE DEBE SER MUY INSISTENTE EN LA DIFERENCIACION DEL PRODUCTO Y EN DAR CONFIANZA AL CLIENTE RESPECTO A LA COMPAÑÍA HAY QUE BUSCAR MAYOR AUDIENCIAS A UN PRECIO RAZONABLE. MENOR PRECIO POR ALCANCE EFECTIVO

NO SE LOGRAN EVITAR LAS PERDIDAS NO SE REFLEJA DIFERENCIA CON EL HIDRAULICO PUEDE PERDER CLIENTES POR PRECIO ELEVADO SI NO SE ENTIENDEN LAS VENTAJAS DESVENTAJAS ES IMPORTANTE MEDIR LOS ESFUERZOS DE PROMOCION PARA DETERMINAR LA EFECTIVIDAD HAY MUCHOS CLIENTES POTENCIALES POR LO QUE HAY QUE LLEGARLES EL MENSAJE BIEN Y RAPIDO

3D. PLAZA: DEFINIDO EL PAIS, PERO LA FUERZA DE VENTAS MUESTRA DESVENTAJA

VENTAJAS

DESVENTAJAS

HAY UNA DESVENTAJA SEGÚN EL CASO EN LA FUERZA DE VENTAS: HAY QUE REDISEÑAR LA FUERZA DE VENTAS UNA NECESIDAD ES INCREMENTAR ESTA FUERZA DE VENTAS PERO SERA BASADO EN UNA CLASIFICACION MAYOR FUERZA DE VENTA MAYOR ALCANCE DE LOS MAS DE 20.000 CLIENTES DOS POSIBLES SOLUCIONES 1. POR SITUACION GEOGRAFICA: DIVIDIR LA FUERZA DE VENTAS POR REGION AYUDA A ALCANZAR A LOS CLIENTES

RESULTA MAS CARO PARA LA EMPRESA

PUEDEN ATENDERSE POR IGUAL Y OLVIDAR EL PESO DE CADA CLIENTES

2. REALIZAR UNA CLASIFICACION DE CLIENTES EN CLAVES, MEDIANOS Y PEQUEÑOS Y ASI DAR MAS IMPORTANCIA A LAS GESTIONES

SE DA LA IMPORTANCIA A LOS CLIENTES CONSIDERANDO PUEDEN DUPLICAR POR REGION SEGÚN EL TIPO DE CLIENTES EL 80%-20% Y PUEDE HACERSE UNA MEJOR GESTION (DUPLICIDAD DE FUERZAS)

4. PUESTA EN MARCHA Y MEDICION DE RESULTADO: NO DEFINIDOS PARA PUESTA EN MARCHA DEBE FIJAR UN CRONOGRAMA DE ACTIVIDADES SIGUIENDO TODAS LAS ACTIVIDADES YA REALIZADAS REFERENTE A MUESTRA PILOTOS PARA MEDICION DE CONTROL ESTABLECER UN CUADRO DE MANDO Y LLEVAR LAS INDICADORES, METAS E INICIATIVAS (PRACTICA EN CLASE DEL BSC DEL CASO KONE ALEMANIA)

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