{"id":7319,"date":"2018-03-06T12:36:41","date_gmt":"2018-03-06T12:36:41","guid":{"rendered":"https:\/\/www.grupoparadell.com\/?p=7319"},"modified":"2018-03-06T12:36:41","modified_gmt":"2018-03-06T12:36:41","slug":"market-due-diligence-conocer-valor-real-la-marca","status":"publish","type":"post","link":"https:\/\/www.grupoparadell.com\/en\/market-due-diligence-conocer-valor-real-la-marca\/","title":{"rendered":"Market Due Diligence para conocer el valor real de la marca"},"content":{"rendered":"<p><em>Due diligence<\/em> es una actividad vital en las transacciones de fusiones y adquisiciones (Merger &amp; Acquisition) en las grandes organizaciones y su correcta aplicaci\u00f3n es hoy una tarea muy exigente que requiere habilidades y una experiencia considerables.<\/p>\n<p><!--more--><\/p>\n<p><strong>\u00bfEn qu\u00e9 consiste exactamente la <em>Due Diligence<\/em> en M&amp;A?<\/strong><\/p>\n<p>Podr\u00edamos definir esta actividad como el an\u00e1lisis del valor de la marca en su mercado de actuaci\u00f3n para garantizar la rentabilidad econ\u00f3mica de las operaciones. Los principales objetivos, as\u00ed, ser\u00edan:<\/p>\n<ul>\n<li>Cuantificar la cuota de mercado de la marca y dictaminar las opciones de crecimiento, mantenimiento o disminuci\u00f3n.<\/li>\n<li>Determinar las oportunidades y las amenazas que derivan de c\u00f3mo se percibe la marca.<\/li>\n<li>Dise\u00f1ar las decisiones operativas y estrat\u00e9gicas.<\/li>\n<\/ul>\n<p>En t\u00e9rminos de <strong>cuota de mercado<\/strong>, podemos definir la <em>Due Diligence<\/em> en M&amp;A como la situaci\u00f3n real de la marca en su entorno y la previsi\u00f3n de c\u00f3mo va a evolucionar en el futuro. Por ejemplo, \u00bfse tratar\u00eda de una marca en crecimiento, estancada o en decrecimiento? Esta informaci\u00f3n es esencial para valorar a las marcas candidatas. Para ello debemos cuantificar el volumen de ventas, pero tambi\u00e9n la intenci\u00f3n de los consumidores de seguir comprando el producto en cuesti\u00f3n.<\/p>\n<p>En t\u00e9rminos de <strong>posici\u00f3n en el mercado<\/strong>, la segmentaci\u00f3n es clave para lograr el \u00e9xito. Necesitaremos saber con la m\u00e1xima exactitud posible:<\/p>\n<ul>\n<li>qui\u00e9n la compra o la consume.<\/li>\n<li>en qu\u00e9 momento y con qu\u00e9 frecuencia.<\/li>\n<\/ul>\n<p>Adem\u00e1s, otro de los elementos destacados cuando analizamos a la marca es conocer su imagen: diagnosticar su reputaci\u00f3n, sus atributos positivos y sus puntos de mejora. Finalmente, aqu\u00ed recomendamos realizar una comparativa con su principal competencia para conocer de esta manera sus fortalezas y sus debilidades.<\/p>\n<p>Aunque este an\u00e1lisis pueda resultar complejo, realizarlo con un orden y con el objetivo puesto en conocer la marca en toda su dimensi\u00f3n ayuda a reducir los costes y ahorra tiempo en el medio y largo plazo a nuestros clientes. Adem\u00e1s, gracias a una correcta <em>Market Due Diligence<\/em> en M&amp;A se puede evitar la falta de informaci\u00f3n para la toma de decisiones operativas y, finalmente, el conocimiento integral de la marca es la \u00fanica manera de alcanzar un acuerdo a valor real.<\/p>","protected":false},"excerpt":{"rendered":"<p>Due diligence es una actividad vital en las transacciones de fusiones y adquisiciones (Merger &amp; Acquisition) en las grandes organizaciones&#8230;<\/p>","protected":false},"author":4,"featured_media":7321,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[125],"tags":[139,150,178,177,147,187,148],"class_list":["post-7319","post","type-post","status-publish","format-standard","has-post-thumbnail","category-blog","tag-auditoria-informatica","tag-baja-fraudulenta","tag-contratacion-de-personal","tag-due-diligence","tag-fraude","tag-joint-venture","tag-seguros"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Market Due Diligence para conocer el valor real de la marca - Grupo Paradell<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.grupoparadell.com\/en\/market-due-diligence-conocer-valor-real-la-marca\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Market Due Diligence para conocer el valor real de la marca - Grupo Paradell\" \/>\n<meta property=\"og:description\" content=\"Due diligence es una actividad vital en las transacciones de fusiones y adquisiciones (Merger &amp; 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