Although a company may have millions of strengths and weaknesses compared to its competitors, there are two basic types of competitive advantages a company can possess: low cost or differentiation.

The two basic types of competitive advantage combined with the panorama of activities for which a company tries to achieve them, leads to three generic strategies for achieving above average performance in an industry: cost leadership, differentiation and focus.

Each of these generic strategies involves a different route to competitive advantage at a time which depends on the scenario of strategic targets. The strategies of cost leadership and differentiation seeking competitive advantage in a wide range of industrial sectors, while strategies try to achieve focus on a narrow segment.

The idea behind the concept of generic strategies is that competitive advantage is at the heart of any strategy, and achieving competitive advantage requires a company to make a choice about the kind of advantage that seeks to achieve and the landscape within which do it. Being “all for all” is a recipe for strategic mediocrity and the below average performance, because in reality means that there is no competitive advantage at all.

COST LEADERSHIP

Involves proposed to be the producer or provider of a service more cheaply in the sector. Understood cost to the monetary value of all goods and efforts incurred to provide a service or obtain a finished product. The company aims to costs has a broad overview and serves many segments and can even operate in fields related to yours.

The sources of cost advantage are varied and depend on the industry structure. May include preferential access to raw materials, proprietary technology, the pursuit of economies of scale and others.

Companies that work with low cost typically sell a standard, or product / service without ornaments and placed considerable emphasis on the scale of maturity. If a company manages and maintains the overall cost leadership will be an above average performer in a sector as long as their prices are at or near the average for that sector. At equivalent or lower prices of rivals this position translates into higher returns, but this leadership can not ignore the bases of differentiation. If a product is not perceived as comparable or acceptable to buyers, a cost leader will be forced to discount prices well below their competitors to make sales.

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Today your organization is witnessing wittingly or unwittingly, different opportunities every day. Each new company will offer them more profits, more prizes, more bonuses, rapid growth, vacation pay, etc.. And so on. And so on. And this is one of the reasons why we walk from business to business.

Not the first time a “leader” of the group, has spent his entire organization to another company, and if I were in your group, your check will surely fall apart. There may be companies that apparently have a greater potential compared to many other companies, even better profit than the company with which you are now. But ask yourself this: “Is that earning potential is sustainable over time?

In my short experience since in 2000 I started my first MLM business, I have seen birth and death of several companies. We offered the ultimate solution and plans to gain assured us get income for life!

To my way of looking at Network Marketing, the cornerstone by which all companies should lay the foundations are your products and / or services. Principally and first of all, what sustains and makes a company great are the products and / or services offered.

It is therefore advisable not only to analyze the compensation plan of the company, but also provide a product or service quality and high demand.

- If your company offers a bad product or service, I assure you it will not last over time.

- If your company offers a product or service overvalued (which we can obtain the same product on the market at half the price and even a tenth of what we paid for it), then do not prosper.

- If your business is sustained only through a plan for profits and not have a product or service to offer, forget about it. Not only because it will not last, but it is also illegal in most countries, in that case if you’d be with a pyramid scheme.

Not only are the companies responsible, but we largely Network also dedicate ourselves to promoting and selling the winning plan, and little or nothing about the products and services.

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Organizations such as human groups are constantly forced to make decisions whose success depends on the proper conduct of the same, the decisions themselves are the product of a reflection process that involves various activities, this being systematic and orderly thinking what is known and Planning.

The whole process of planning, says Stanton, (1984) is to “study the past to decide this, what to do in the future, how, when, and by whom. Planning is expected to decide today and the actions we can take from this to a desirable future. This is not to make predictions about the future, but to take appropriate decisions to make that future happen.

The conceptual foundations of Strategic Planning, do not appear until the early seventies, when triggered a global crisis that manifests itself in the rise in oil prices, shortage of raw materials and energy sources, as well as inflation two digits, which produces the stagnation of the economy and rising unemployment, especially in the U.S., as there are goods from other countries, mainly from Japan, low cost, high quality, displacing almost all international markets . (De la Cuesta, 2006)

Also their say, “This general crisis required a new type of planning that would develop the financial health of companies, regardless of negative events that might occur in their environment.”

Strategic planning is a process that feeds constantly and passes successively through three phases, says Godet, (1990):

• Strategic phase in determining the mission and objectives of the center through identifying their strengths and weaknesses, by conducting an internal diagnosis, as well as opportunities arising from the changing environment that surrounds it.
• Operational phase, which makes the planning of operations and coordination of efforts to achieve the objectives.
• Budget Phase, where resources are allocated for developing the objectives, commitments and responsibilities, performance analysis and control.

As Drucker says, (1994) “Strategic Planning is a means to assess the risk and try to keep the organization adapted to optimally constantly analyzing changes in the environment and maximizing internal resources available that confer an advantage from the competition, taking advantage of opportunities more effectively. “

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How long they take in and buy what you’re doing in your business to make more sales. And to go straight to the point and so immediately implement my strategies, here are my 3 tips:

1. Stay in front of your customers at the right time

We often think that customers buy by luck, and it is not. The customer buys because, when the need arises, you who are against it. After all, not when we want, but when the client is ready.

Hence the importance of being in front of your potential customers constantly, and to do nothing like a printed or electronic newsletter (I use Aweber).

Now. Many think that these programs are expensive to send newsletters. In fact, the cost is ridiculously low compared to your sales revenue. (Stay away from free. You need a program that allows you to measure the effectiveness of what you send.)

2. In the frequency is for sale

A consultant was selling a package to learn to do better queries. It took 7 months to buy. And what did that sale was the frequency of the message.

Another example was another consultant in the area of ​​writing words that sell. I’ve been reading your newsletter 2 years and last week was that I became a customer. (Now you have income from my part at the rate of $ 47 per month.)

When I say frequently, I mean the use of a newsletter, letters by mail, paid advertising, phone calls or whatever allows you to be customer facing frequently.

3. Track to Success

The vast majority of my clients repeat their purchase. That’s great because once the customer is in my funnel, you need not pay for advertising to attract. It’s obvious. According to some studies, a happy customer is more likely to buy again.

And this is achieved through monitoring. When I’m talking about tracking the use of an autoresponder where the customer buys, he is thanked and tracking emails sent to you automatically. (Let me clarify: although my system is automatic, my clients can trust they will receive a response if you contact us.)

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Suddenly there came to my mind that your business needs to continually between clothing (potential customers) in the washer and let it wash then automatic to grow your business. And that is where many businesses fail. Or they forget to attract customers (over clothing) on ​​a continuous and automatic or try to get it and, seeing no results, give up and leave to air  1 goal of your business.

My success is due to fully capture the concept of the machine. What this means for you is to create advertising methods to attract more automatic and rapid flow of potential customers, you are present or sleeping. Instead of struggling trying to attract customers, my system draws from me night and day, every day, without rest, automatically. As my new washing machine, which will echo the detergent, clothing and wash it automatically.

How can you do the same so you do not rajes head and give up with your advertising?

1. Create a marketing plan

Need an advertising campaign plan. Nothing complicated. Just choose from 2 to 3 strategies and ready.

2. Create an automated system to attract customers

In my case, I write and distribute articles. Throughout the time I have been building relationships with editors of magazines, newspapers and websites. Now my assistant sends the goods. Items that work for me today, tomorrow and forever, automatically.

3. Doubles as effective

If a strategy does work, increase your activity. That’s the secret to success. Duplicate a more automatic functions to double or triple your list of prospects.

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Have begun to see alternatives that meet their needs and when he found the right house or the right car that came closest to the concept, you bought it. Now Put yourself in the place of a decision maker or a person who influences the purchase, They have reasons for wanting to purchase products or services similar to those you offer.

By the time you were in the process of search and compare cars or houses, these individuals were doing the same.

They looked at what you and your competitors offer.

They differentiate and select alternatives that are closer to their concepts.

Unless you know what they were looking hard you can demonstrate effectively why they should buy from you.

Remember

Understand the concept of the prospectus.

Link the concept with the solution offered.

If your product specifications are identical or similar to those of their competitors, you can still create distinct differentiation communicating other capabilities aligned with the concept of the prospectus.

Get Knowledge in our section you can download the paper work to build a concept.

You will go to visit your family at the end of this month because they place you used to work, will close early and you are given a 2 week holiday. It is going to be a great moment to gather. One thing you need to remember is to prepare everything to the most detailed such as to provide the Mitsubishi parts as your main priority. The reason is because for sure you will visit the family using your car and you do not want anything bad to happen to you.

The problem is you do not know where to start searching for the parts. It is not easy because each time you ask the stores how you will get the auto parts, they just cannot provide it. It can be irritating, especially when you go to every place and still cannot find the right parts such as Ford parts and Hyundai parts. You look for these parts because you know that by combining the parts, you will get a better performance.

Luckily, thanks to the internet now everything can be obtained easily. You do not have to waste your energy anymore because you can get the Saab parts for example, by simply browse the whole page and check for the best parts. Try to give it a chance and see the reason by yourself.

In almost every act of our lives, we have a choice. Thus, a basic need can be satisfied either with the purchase of commodities, or products made in a place where one wants to spend time and would gladly pay more for what you buy. The experience economy climbs stairs. We are at a basic level to commodities: consumables, followed by products: tangible goods, then services, intangibles and as a last step memorable experiences.

Most companies are able to manufacture products that meet the generic needs, while the most innovative companies are putting focus on building memorable experiences appealing to the sensory and perceptual.

Experiential Chief Officers

Many companies are starting to get their charts a new position: Chief Officers Experiential who know about the new disciplines of behavioral science, art, sculpture and architecture and its contributions to the stimulation of sense organs . The “creative experiences” are based on Visual Marketing to achieve from computer displays to put real experiences representing scenic exceeding customer expectations.

Visual Marketing for whom?

The Visual Marketing is a selection of tools that enable the staging of an experience, in-house. The years as a teacher of Visual Marketing courses in retail chains, rescued once taught to be aware of the design elements of even the most basic, they change personal perceptions and become part of life everyday. Colors, textures, shapes, details help to awaken feelings memorable.

Thinking of training to employees, an issue arises that many companies seem to forget: how to build memorable experiences for customers, when they do not apply to employees, what does “love” to their task will repositories in a chain of retail when response to a question about a product, their own comrades answer “Ask the girl that fits”?

Successful management of the shopping experience

As in any creative act, the success is born of inspiration empty of content, but can only come from knowledge. Successful management relies on the proper definition of the shopping experience, the clustering of customers and their needs, and a strong coherence between goals and tactics to meet them.

This will work on factors that influence emotional aspects: color, lighting, music, smells, tastes and touch.

Each time you open a site, a play is staged and inevitably go to the design, creative act. We set and a double problem: What distinguishes a creative act? How do you know if it fulfills its purpose? In the theater enforces the intuition for business, intuition confronted with consumer behavior.

Marketing is the process of planning and executing the conception, pricing, communication and distribution of designing products and services to create exchanges that satisfy individual and company goals.” Due to the large gender differences between products and services, the services are very difficult to manage using only traditional marketing approach, which makes the marketing of services differs greatly from the production, which should be analyzed by their specific and flexible context.

Marketing Mix

The term marketing mix created by Neil Borden for over four decades has been refined from the long initial list of ingredients to the familiar four Ps of marketing, there are four broad categories: Product, Price, Promotion and Place (Kotler 1998). In this paper we use similar terms: product, price, communication and distribution. The following briefly analyze these variables to the mix of service:

• Product

In recent years an increasing number of service businesses that have begun to speak of their “products” in terms that were previously associated with manufactured goods, a product involves a “service package” and also the ability differentiate a product package of others. Service companies can also differentiate their various products in a manner similar to models offered in the context of manufacturing. Most utility companies offer a line of products, rather than a single product. Some of these products are different. In response to changing market opportunities, companies can review the mix of products they offer.

The products, like living beings, undergo a process of birth, growth, maturity and death, which can be measured in terms of sales. The existence of basic consumer needs that must be satisfied, but which are by products that will evolve over time, substituting one to another in succession, is what is called the product life cycle. This can distinguish the following phases: introduction, maturity, saturation and decline.

Because of this the product portfolio of a company should be subject to a review process and permanent adjustment that can be achieved objectives. The importance of these decisions, given its strategic nature, makes proposals regarding the products must take into account a number of general factors affecting the company as a whole. A balance in the portfolio as a way of ensuring the survival of the company. The financial importance of these proceedings, both from the point of view of production and marketing, imposes a restriction on the extent to which shall conform to the financial resources.

The service marketing success depends not only on a good performance in the provision of existing services, but also in the continuous improvement of these and the creation of new ones.

• Price

The price is the only element in the marketing mix that provides income, others produce only costs. For this reason, pricing and competition between them was classified as the most important problem in the view of marketing executives in the mid-eighties. According to (VELASCO 1994) service businesses use a wide variety of terms to describe the prices they set. But there are several costs that may be incurred by customers when they use a service, they can be: time, physical exertion, physical costs (mental effort, feelings of fear, etc..) And sensory costs (bear noises, tastes, smells or unpleasant temperatures, etc.). Continue Reading

Effective organizational performance for sources of competitive advantages for competitiveness is based on strategic thinking, enabling it to achieve a positive differentiation from the competition, at the same time, be perceived by the customer and enduring in time, either by way of efficiency or effectiveness. This means, among other things, that planning has to be developed under an integrated marketing approach, using the marketing plan for support to ensure appropriate management of both strategic and operational nature, mainly under the terms of dynamism and uncertainty mark the contemporary environment. This aspect must learn very quickly to incorporate Cuban organizations.

Introduction:

The competitiveness in organizations has been a recurring theme in both academic and business community due to, among other aspects, the challenges involved and the imperative with entities to achieve high performance and greater impact on the environment. Especially since the decade of the 90 ‘of the last century characterized by globalization in the economic, political, social, communication and environmental as well as by, the rapid development of technological innovation, increasing demands consumers with huge facilities offered by internet information, the validity of the criteria of quality of life, the proliferation of services and the increase and variety of choices embodied in competitive advantages, have forced organizations to change their approaches and methods to lead and manage their processes.

Criteria of competitiveness based on the development of skills and competencies in the organization that allows turn, achieve efficient outcomes while their actual positions in markets, for a sustained period of time, expressed in the systematic development competitive advantages in order to satisfy customers, and buyers of value. For it is the consumer, who is called to assess the levels of competitiveness in the state.

Currently the possibility that the organization achieves a process of adaptation and systematic growth in its reference markets, coupled with an efficient performance, expressed in competitiveness, has incorporated multiple requirements, among which is the taking and developing strategic thinking integrated marketing approach in directing and managing all its processes, materialized in planning and achieving strategic and operational management which are effective. Issues are also required to quickly incorporate Cuban organizations, both operating in the domestic market, and most importantly, which they conduct their business in the tourist market and generate funds for export.

Therefore this paper aims to propose a marketing plan that will contribute to increased competitiveness in Cuban organizations, taking into account the experience gained by the author in the various consultative activities undertaken. With the intention that it may become a guide to Cuban entrepreneurs in the formulation, implementation and monitoring of marketing plans, prioritizing the focus to the consumer.