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Vanguard Group Inc. Swot Analysis

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Harvard ManageMentor — MARKETING ESSENTIALS TOOLS | MERC 6541 Análisis SWOT Prof. Víctor Quiñones | Utilice el análisis SWOT para identificar las fortalezas, debilidades, oportunidades o amenazas relacionadas al producto, línea de producción, programa de mercadeo, o la compañía en general. El análisis SWOT permite enfocarse en áreas específicas y descubrir acciones que puedan ayudar a edificar sobre las fortalezas, minimizar las debilidades, maximizar las oportunidades y lidiar o vencer a las amenazas. | Fecha de Análisis: | 23 de noviembre de 2011 | Por: Mariangelí Lugo Zayas | Nombre de la Compañía Analizada: | The Vanguard Group, Inc.: Is Advertising Really Needed? | | Análisis IntenoEnumera factores internos a ser analizados. | Fortalezas (Strengths) | Ideas para edificar sobre las fortalezas | * Líder en la industria de fondos mutuos * Oferta de gastos mínimos, productos de alta calidad * Tomar ventaja de publicidad boca a boca o mercadeo gratis * Baja proporción en gastos * Excelente servicio al consumidor | * Mantener diferenciación de producto frente a los de la competencia * Continuidad con la baja proporción de gastos a través de la inversión interna | Debilidades (Weaknesses) | Ideas para minimizar o fortalecer las debilidades | * Gasto mínimo en mercado, lo que lleva a no alcanzar aquellos clientes que no han escuchado de la compañía * Gasto mínimo en investigación y desarrollo | * Establecer programa promocional de bajo costo para mercadear la marca y gama de productos, y así alcanzar aquellas personas que aún no han escuchado de la compañía y las opciones de inversión que ofrecen | Análisis Externo
Enumera factores externos a ser analizados. | Oportunidades (Opportunities) | Ideas para investigar o tomar ventaja de las oportunidades | * Apertura en mercados nuevos * Creación de productos nuevos más accesibles a clientes con menor poder de inversión | * Aumentar su gasto en investigación para identificar mercados donde pueden hacer entrada y ocupar personas que aún no son clientes * Mantener disponible la singularidad que les identifica en cuanto a los productos que ofrecen | Amenazas (Threats) | Ideas para minimizar o vencer a las amenazas | * Competencia * Percepción precio-calidad * Recesión económica | * Desarrollo de nuevas ideas que mantengan los bajos costos en gastos y la alta calidad de los productos * Mantener la atracción de sus productos, para así continuar la diferenciación que les caracteriza | Traducción por M. Lugo Zayas© 2002 Harvard Business School Publishing. All rights reserved. |

The Vanguard Group, Inc.: Is Advertising Really Needed?

Desarrollo de la Situación en Vanguard

Vanguard es la compañía de fondos mutuos más grande del mundo. Actualmente sus activos alcanzan los trillones y llegó incluso a crecer 33% anualmente sus activos. Su fundador, John Bogle, obtuvo la idea de crear esta empresa luego de una tesis que realizó en la universidad. El éxito de Vanguard se debe en gran medida a un programa moderado de mercadeo (no agresivo ni demasiado costoso), la venta directa de sus productos y servicios (evitando costos innecesarios) y la excelente atención al consumidor.
El programa de mercadeo se enfocaba en la propagación del portfolio de productos de boca en boca y tomando ventaja de publicidad gratis, haciendo aparición en programas de televisión, entre otros. En cuanto a la venta directa de sus productos, Vanguard en sus inicios tomó la decisión de vender directamente sus servicios de inversión, sin la participación de intermediarios como los agentes o corredores. Por último, para la compañía, sus clientes eran lo más importante, su meta primaria, por lo que el servicio era de suma importancia, y atender sus dudas, inquietudes y necesidades eran la prioridad para Vanguard. Los gerentes hacían todo lo necesario para que, sea cual fuere la temporada (alta o baja en demanda de sus servicios), los clientes pudieran terminar con sus preocupaciones lo más pronto y efectivamente posible.
No obstante, esta fórmula vio el éxito ya para los años 90, aún cuando la empresa fue fundada en el año 1974. Algunos analistas llaman este acercamiento uno conservador, pues no se trataba de una estrategia de mercadeo agresiva y gastar millones en publicidad. Si las tácticas de boca a boca y publicidad gratis surtían efecto, ¿por qué gastar de más? Vanguard es un ejemplo de que la publicidad no siempre es necesaria o deseable, pero ¿a qué precio? Es probable que la compañía hubiera tenido éxito más rápidamente si hubiera habido un mayor gasto en publicidad, o pudiera ser que no. Lo cierto es que tomó mucho tiempo para que la estrategia que utilizaba Vanguard resultara.
Vanguard también es ejemplo de que un producto costoso no necesariamente es sinónimo de mayor calidad. Los gastos moderados de Vanguard hacía de ésta la empresa con la proporción de gastos más baja del mercado de fondos mutuos. Esta moderación le permitía a Vanguard poder ofrecer productos de alta calidad y bastante accesibles, sin tener que el consumidor gastar de más por servicios de intermediarios, entre otros.
Entiendo que si Vanguard experimenta otro tipo de acercamiento para alcanzar clientes nuevos, cambiaría significativamente la manera en que los clientes actuales ven a la empresa. Parte de sus diferenciación de otras empresas de inversión es su bajo costo- alta calidad en sus servicios, algo que se le ha hecho sumamente difícil a la competencia. Aun cuando esto cause un crecimiento moderado de Vanguard, esta es la manera en que hace negocio, y es lo que lo hace diferente a la competencia.

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