{"id":3949,"date":"2018-12-11T16:12:56","date_gmt":"2018-12-11T21:12:56","guid":{"rendered":"http:\/\/willardmanrique.pe\/?p=3949"},"modified":"2021-02-22T09:15:27","modified_gmt":"2021-02-22T14:15:27","slug":"la-enganosa-planificacion-comercial-resultadista","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2018\/12\/11\/la-enganosa-planificacion-comercial-resultadista\/","title":{"rendered":"La enga\u00f1osa planificaci\u00f3n comercial resultadista"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-padding-top-medium:20px;--awb-padding-right-medium:30px;--awb-padding-left-medium:30px;--awb-padding-right-small:10px;--awb-padding-left-small:10px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1320.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:25px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p>El Per\u00fa pertenece a\u00fan \u00a0a ese privilegiado grupo de pa\u00edses que crecen a pesar de todo, como lo indic\u00f3 semanas atr\u00e1s el Banco Mundial. El pasado octubre, esa entidad elev\u00f3 de 3.5% a 3.9% la proyecci\u00f3n de crecimiento del PBI peruano para este a\u00f1o. Seremos el cuarto pa\u00eds con mayor expansi\u00f3n de Sudam\u00e9rica; y el sexto, de toda Latinoam\u00e9rica.<\/p>\n<p>El panorama parece estabilizarse. BBVA Research public\u00f3 recientemente un estudio que indica que este a\u00f1o el volumen de ventas de las compa\u00f1\u00edas peruanas se expandir\u00e1 a 3.6%, un \u00edndice que supera notablemente el 1,6% registrado en el 2017. Ello es fruto de una mejor performance de la demanda interna y un dinamismo en las ventas locales.<\/p>\n<p>Ante este escenario favorable, \u00bfqu\u00e9 debemos aprender en el plano comercial? El punto de partida puede estar entre los \u00faltimos renglones de nuestros balances. Una visi\u00f3n resultadista tienta a ser una grave miop\u00eda para evaluar nuestro desempe\u00f1o comercial. Mirar solo las ventas puede sesgarnos y no permitirnos avizorar el panorama completo, la participaci\u00f3n en el mercado y la gesti\u00f3n de canales de distribuci\u00f3n y venta, entre otras variables.<\/p>\n<p>La relevancia que tiene el consumidor y su experiencia nos lleva a tener una estrategia m\u00e1s consistente. No se puede planificar en funci\u00f3n de presupuestos. La inversi\u00f3n comercial es una consecuencia del plan comercial. El punto de partida es conocer la proyecci\u00f3n de crecimiento del pa\u00eds y del sector en el que nos movemos. En dicha planificaci\u00f3n debemos considerar nuestra evoluci\u00f3n en el mercado y nuestra participaci\u00f3n.<\/p>\n<p>La definici\u00f3n de la inversi\u00f3n comercial deber\u00eda considerar y analizar m\u00e1s variables: el tama\u00f1o de nuestra empresa; el ciclo de vida del producto o servicio; el an\u00e1lisis de la industria; una revisi\u00f3n del modelo de negocio; el an\u00e1lisis de la competencia; definir nuestra posici\u00f3n competitiva; conocer las tendencias de consumo de medios; analizar nuestra estrategia geogr\u00e1fica; determinar los canales para impulsar la venta, en funci\u00f3n a la rentabilidad; luego, definir las funciones del canal; y, finalmente, realizar un an\u00e1lisis de la capilaridad vs control.<\/p>\n<p>Los errores y los aciertos comerciales del 2018 son claves para poder dise\u00f1ar una buena planificaci\u00f3n de nuestras ventas e inversi\u00f3n comercial. Ejercicio necesario, aunque nos tome m\u00e1s esfuerzos y trabajo. Estamos ante mercados m\u00e1s cambiantes, donde siempre es mejor ser estrat\u00e9gicos y no resultadistas.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:8%;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:rgba(40,45,51,0.1);border-top-width:1px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":3976,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[137],"tags":[],"class_list":["post-3949","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos-de-opinion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - 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