ACTIVIDAD DE APRENDIZAJE 3

EVIDENCIA 2: MARKET PROJECTION

PRESENTADO POR: BLANCA LUZ SARMIENTO APONTE

INSTRUCTORA:ANDREA GALLO

PROGRAMA DE FORMACIÒN: TECNÒLOGO EN NEGOCIOS INTERNACIONALES

SERVICIO NACIONAL DE APRENDIZAJE (SENA)

AGOSTO DEL 2018

 1. Mapa conceptual “Market share projection tips for small business”
How does a company determine its current market share
and project its future market share?
Market Share Projection is Similar to a
Gap Analysis
Determine Market Size
The fundamental principle to
determining market size is to
calculate the potential
consumption within the
market.
Determine Current
Business Relative to
Potential Business
it’s a question of
understanding how much
customers could actually
purchase within a given year
Determine Current
Market Share
Determining current
market share simply
involves dividing current
business by total market
size.
How Can a Company Project its Future
Market Share?
The basic approach is to determine how much new
business (units) the company can steal from its
competition.
QUESTIONS
Does the small
business have a
cost advantage it
could use to steal Does the small
more business? business currently
have contractual
agreements on supply
Can the small with customers and
business are those customers
capitalize on any looking to increase
errors made by their consumption?
its competition?
Does the small business
Have customers have a technological
advantage, or even a
indicated that they’ll
be buying more in the cost-peruse benefit to
coming year and have its products, that they
these numbers been could leverage to
captured in sales secure more sales?
forecasts?
Does the small
business have a new
Has the small
product and have
business improved
customers indicated
its marketing
they’ll move forward
approaches and
with orders?
seen better, more
qualified sales
leads?
2.Resumen en inglés sobre la lectura del material complementario de nombre “8 steps for the
success of a marketing plan”.

8 STEPS FOR THE SUCCESS OF A MARKETING PLAN

The achievement of a Marketing plan depends on one word – Information. Information is the
key to the success of a Marketing Plan. There are 8 steps can ensure your marketing success:

1. Explore: they explored a variety of ideas and plans, not only in their own sector but
also in other industries. The best marketer is one who plans not only for the present
but also for the future.
2. Analyse your customers: I do emphasize that your customers are your best
consultants. Instead of asking questions to others, ask questions to your own
customers and you will get the best answers and the best advice possible.
3. Analyse your competitor: you need to know your customers and your competitors as
well as the market scenario. But, You need a creative way, you should prepare your
own angle.
4. Analyse yourself: If you are the number 1, you need to think of retention strategies,
whereas if you are number 4, you need to think of customer acquisition strategies. you
have observed your customers & competitors and know your needs.
5. Prepare your marketing plan: You need to scale down the entire marketing plan and
the best step over here is to hire a marketing consultant / ad agency as required. At
this stage, you decide your long term as well as short term strategy.
6. Implement: You are ready to implement the plan. However, don’t forget the
contingency plan. while implementing, be in touch with the market as well as people
involved and anticipate any negativities as well as capitalize on any positives which
develop during implementation.
7. Follow up: Once you have the customer feedback, you can improvise in your future
plan. Follow up need not be too complicated. In fact, it should be as simple as possible.
8. Explore other opportunities: Your customers do not expect the same things again and
again from you. On the contrary the more varied you keep it, the better is the
response from customers. These 8 steps make sure you are covering each and every
aspect of your marketing plan and ensures marketing success. Each of these steps can
be carried out in varied priorities