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Swot in Spanish

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ANALISIS FODA
Fortalezas
F1: Producto creativo, únicos e innovadores en el mercado de la Republica Dominicana.
F2: Producto altamente personalizado
F3: Precio competitivo
F4: Se localiza en punto claves de necesidad.
F5: Utilización de materia prima de primera calidad.
F6: Empaque innovador
Oportunidades
O1: Incremento de la demanda este tipo de productos
O2: Mejorar el posicionamiento de la empresa.
O3: Aumento nuestros puntos de ventas.
O4: Tendencia del mercado a comprar zapatillas de emergencia
O5: Convertirnos en un accesorio indispensable
O6: Brindar comodidad a nuestros clientes
O7: Crecer como empresa, llegando a otros sectores del país

Debilidades
D1: Contamos con tres dispensadores.
D2: Demanda no esperada.
D3: No contamos con un establecimiento abierto al público.
D4: Mercado limitado debido a nuestra ubicación
Amenazas
A1: Alza en los precios de la materia prima utilizada.
A2: Incremento de competidores
A3: Adquisición de materia prima defectuosa
A4: Poca lealtad de parte de los consumidores al uso de zapatillas de emergencia

Como maximizar las Fortalezas y las Oportunidades:
Objetivos
- Introducirnos en el top of mind de los consumidores.
- Satisfacción & fidelización del Cliente.
Estrategias
E1: Desarrollar línea gráfica y de producto fácil de identificar por los clientes.
E2: Adaptar los tipos de productos y diseños para cada estación del año.
Plan de Acción
- Utilizar colores, diseños y formas neutros que puedan ser utilizados en cualquier ocasión
- Crear productos acordes para cada festividad durante el año.

II.12.3 Mezcla de Marketing
Producto
Contamos con una variedad de tamaños en nuestro producto, categorizados en productos de estacionalidad, que son los personalizados y los productos de venta constantes,, que las zapatillas comunes que se pueden encontrar todo el año. Los productos de estacionalidad varían sus características dependiendo de la fechas en que nos encontremos, con esto queremos dar un toque diverso para que los clientes tengan de donde elegir y sentirse cómodos al momento de utilizar nuestro producto.

Precio
A la hora de colocar nuestros precios tomamos en cuenta cuatros factores principales: el costo de la materia prima, el costo de mano de obra, gastos generales y administrativos, el margen de ganancias y los precios de los competidores externos. También, para establecer los precios de las zapatillas de emergencias tomamos en cuenta la información arrojada por el instrumento de recolección de datos, de manera que los precios asignados vayan de acuerdo con el rango de precios que la muestra encuestada esté a dispuesta a pagar.
Plaza
SOS Shoes cuenta con tres dispensadores ubicados en Sambil, Ágora Mall y Coral Mall. Nuestro centro de producción se encuentra ubicado en la Calle Respaldo I #18
Zona Industrial de Herrera, Santo Domingo, Rep. Dom . Para iniciar, contamos con estas tres ubicaciones para ver el flujo de personas y suministros que debemos realizar.
Promoción
Debido a la naturaleza de la empresa, hemos decido que nuestra forma de comunicarnos con nuestros consumidores y posibles consumidores, es por medio de las redes sociales, ya que es una forma más directa y personalizada, la cual a su vez tiene un alto alcance e impacto con el público al que nos dirigimos.
La ventaja principal es que este tipo de comunicación directa no conlleva ningún costo de publicidad y por ende, es el medio idóneo a utilizar en la etapa de inicio.
Lo primordial es mantener un estándar de calidad muy alto, para que las experiencias de los consumidores con los productos creen un boca a boca que nos beneficie. Identificar una oportunidad
Hemos identificado la necesidad del uso de zapatillas de emergencia pues hemos notado la incomodidad de usar zapatos de tacón un día completo; en el trabajo, reuniones, fiestas y demás.
El problema encontrado radica en el malestar que causa en las mujeres estar sometidas a zapatos altos el día completo, de igual manera se presentan las emergencias, se te puede romper el zapato, los zapatos son nuevos y molestan, te quedan un poco ajustados y aquí llegamos nosotros a resolver.
Venimos también a cumplir un deseo, el deseo de sentirse bien y a la moda sin dañar tu vestimenta, para estos nuestros diversos zapatos por temporada.
Tratamos de realizar un cambio en la mentalidad del consumidor mirando hacia nosotros una ayuda que les pueda resolver cualquier problema a la hora de hablar de comodidad.
Al poder identificar la “necesidad” de nuestro producto lo tomamos como oportunidad para saber también que desea el consumidor al momento de requerirnos y de esta manera saber qué producto debemos diseñar y en que momento, lo cual nos ayudará a satisfacer la necesidad, resolver el problema, cumplir el deseo o aprovechar el cambio que hemos identificado. De igual manera cabe señalar que para saber al ser un producto tan innovador en nuestro país queremos ser capaces de crear una nueva necesidad o un nuevo deseo en los consumidores si así lo amerita.

Poner a prueba el producto
Antes de comenzar nuestra elaboración del plan de lanzamiento de nuestro producto pusimos a prueba un prototipo de éste con la finalidad de saber si podría o no tener una buena aceptación, además de obtener información importante que nos ayude a hacerle las modificaciones que sean necesarias antes de salir al mercado.
Realizamos focus group, en donde convocamos a un pequeño grupo de mujeres y le explicamos quienes somos y cual era nuestro fin. Le dimos experimentar nuestro producto y aquí pudimos observar sus reacciones y comportamientos al momento de utilizarlo, luego de esto levantamos sus opiniones y sugerencias para tomarlas en cuenta en nuestra elaboración.

Elaborar plan de lanzamiento
Luego de haber obtenido información importante y relevante que nos ayudó a tomar mejores decisiones al momento de creación, comenzamos con la elaboración del plan de lanzamiento de nuestro producto.
En nuestro plan de lanzamiento dimos a conocer las características del producto, cual es el público al cual será dirigido, el precio que tendrá al momento del lanzamiento, y los puntos de venta donde nos encontraremos inicialmente. Identificamos la promoción que realizaremos, el costo de fabricación del producto, las salidas que calculamos que tendrá y rentabilidad.
Con este plan identificamos i nuestro producto tendría buena aceptación en el mercado, y si el lanzamiento de este es viable.

Lanzar producto
Luego de haber realizado el plan de lanzamiento, procedimos a la ejecución de plan y al lanzamiento de nuestro producto al mercado.
En primer lugar pondremos en práctica lo establecido en nuestro plan de lanzamiento, lo cual podría incluir, entre otras cosas, la compra de insumos, el desarrollo del producto, la distribución del producto a los diferentes puntos de venta en donde se venderá, la promoción del producto y el lanzamiento del producto en la fecha programada.
Luego del lanzamiento del producto, hacemos seguimiento de éste y evaluamos los resultados, en caso de que éstos no correspondan con los esperados, tomamos las medidas correctivas que sean necesarias.
Definición de Objetivos y Estrategia de Mercadeo
Objetivo
Estar en el top of fin de nuestros consumidores en este caso de las mujeres, que al momento de sentirse cansadas, les surja una emergencia o simplemente creen una necesidad piensen en SOS Shoes como primera opción. Obtener el máximo de rentabilidad durante el próximo año
Estrategia
SOS Shoes utiliza la estrategia concentrada, se centra en un sector concreto, ya que así adquiere un mejor conocimiento de sus consumidores, logrando mayor fidelización, y mayor participación, aunque sea un mercado más limitado inicialmente.
Queremos incrementar el uso de zapatillas de emergencia creando canales de fácil acceso para nuestros consumidores. Para esto hemos diseñado un plan a largo plazo en el cual nos dirigiremos a los diferentes centros nocturnos, metros y demás lugares de flujo femenino que ayuden a crear una necesidad de compra. Para esto nos vamos a introducir con un precio de de RD200, luego de estar establecidos como marca nuestro precio será de RD$400.
Segmentación del Mercadeo y definición del Mercado Meta Nuestro mercado meta va dirigido a mujeres entre 18 y 40 años con una necesidad de comodidad al momento de existir una emergencia.
Para hacer esta segmentación podemos utilizar diferentes variables; por ejemplo, podemos segmentar o dividir el mercado por: * ubicación (Santo Domingo y Zona Oriental). * rango de edad (adolescentes, adultos de 18 a 40). * género (mujeres). * nivel socioeconómico (nivel A, nivel B, nivel C).

Determinamos que el perfil del consumidor que lo conforma es el de mujeres que buscan conformidad y tienen una necesidad de comodidad al momento de salir. Suelen pagar por ésta un promedio de RD$XXXX, suelen adquirir este tipo de productos principalmente en centros comerciales.
Luego de haber definido el perfil del consumidor que conforma nuestro mercado objetivo, diseñamos modelos llamativos para nuestras zapatillas de emergencia, le pusimos un precio de RD$200 como precio introductorio, las vendemos inicialmente en centros comerciales, y las promocionamos principalmente a través de Redes Sociales.

Una vez hayamos crecido como empresa y adquirido suficiente experiencia, y nos hemos consolidado en el mercado de mujeres, decidiremos ampliar nuestros puntos de distribución introduciéndonos así en los metros y discotecas del país incluyendo pueblos, por lo tanto incrementar la publicidad en medios digitales.

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