{"id":7334,"date":"2018-03-12T20:26:35","date_gmt":"2018-03-12T20:26:35","guid":{"rendered":"https:\/\/www.grupoparadell.com\/?p=7334"},"modified":"2018-04-03T16:50:42","modified_gmt":"2018-04-03T16:50:42","slug":"due-diligence-e-inteligencia-competitiva","status":"publish","type":"post","link":"https:\/\/www.grupoparadell.com\/en\/due-diligence-e-inteligencia-competitiva\/","title":{"rendered":"Due Diligence e Inteligencia Competitiva"},"content":{"rendered":"<p style=\"text-align: justify;\">Si anteriormente coment\u00e1bamos que una de las tareas m\u00e1s importantes que deb\u00edamos realizar en <strong>Market Due Diligence<\/strong> para su correcta aplicaci\u00f3n era comparar la marca con su principal competencia (con la idea de conocer sus fortalezas y debilidades), en este art\u00edculo queremos profundizar en esta idea.<br \/>\nNo solamente es importante estar siempre informado sobre qu\u00e9 hace la competencia y qu\u00e9 opinan y sienten los consumidores, sino que adem\u00e1s no se deben perder de vista los siguientes objetivos para que dicha tarea tenga \u00e9xito:<!--more--><br \/>\n\u2022 <strong>Mejorar la competitividad<\/strong> respecto a las otras marcas del sector.<br \/>\n\u2022 <strong>Detectar nuevas oportunidades<\/strong> de negocio, nichos de mercado y targets potenciales.<br \/>\n\u2022 <strong>Anticiparse a los cambios<\/strong> de tendencia y demandas emergentes.<br \/>\n\u2022 <strong>Detectar a tiempo posibles amenazas<\/strong> para implementar las medidas solucionadoras.<\/p>\n<p style=\"text-align: justify;\"><strong>El an\u00e1lisis de la competencia permite aumentar la inteligencia competitiva de nuestra marca, porque nos permite estar siempre informado sobre lo que ocurre en el mercado de actuaci\u00f3n para tomar las decisiones adecuadas.<\/strong><\/p>\n<p style=\"text-align: justify;\">Podemos estructurar la inteligencia competitiva en dos fases: <strong>el diagn\u00f3stico comparativo y la vigilancia y la escucha.<\/strong><\/p>\n<p style=\"text-align: justify;\">En el \u00e1mbito del <strong>diagn\u00f3stico comparativo,<\/strong> por un lado es importante realizar un benchmarking de la experiencia del cliente: saber su opini\u00f3n ser\u00e1 esencial para detectar puntos de mejora y poder as\u00ed <strong>aumentar su vinculaci\u00f3n con la marca.\u00a0<\/strong>Mientras que por el otro, el an\u00e1lisis de la situaci\u00f3n de la marca en el mercado nos dar\u00e1 una <strong>perspectiva amplia de la situaci\u00f3n<\/strong>: dicho de otra manera, necesitamos responder a la siguientes preguntas:<\/p>\n<p style=\"text-align: justify;\">\u2022 \u00bfQu\u00e9 porcentaje de consumidores compran la marca?<br \/>\n\u2022 \u00bfC\u00f3mo se percibe la marca?<br \/>\n\u2022 \u00bfCu\u00e1les son sus debilidades y fortalezas frente a la competencia?<\/p>\n<p style=\"text-align: justify;\">Durante la segunda fase realizaremos una <strong>vigilancia y escucha activa de la competencia,<\/strong> pero tambi\u00e9n de los consumidores. Con respecto a la competencia, nos interesa saber qu\u00e9 acciones online realizan y cu\u00e1l es su aparici\u00f3n en la prensa escrita. \u00bfHabr\u00e1 un gabinete de comunicaci\u00f3n detr\u00e1s sembrando el campo de los medios de comunicaci\u00f3n para conseguir una mayor visibilidad? En relaci\u00f3n a los consumidores<strong> es primordial monitorear lo que se dice de los productos y las marcas en redes sociales, llegando incluso a generar y escuchar una comunidad online de consumidores expertos.<\/strong><\/p>\n<p style=\"text-align: justify;\">Una vez tengamos todos los datos, ser\u00e1 conveniente sentarse a valorar toda la informaci\u00f3n, lo que permitir\u00e1 encauzar la futura estrategia, as\u00ed como nuevas acciones. En este sentido, <strong>en Grupo Paradell ponemos a tu disposici\u00f3n a un equipo de especialistas que pueden ayudarte a analizar la inteligencia competitiva de tu marca o tus clientes.<\/strong> <a href=\"https:\/\/www.grupoparadell.com\/en\/drop-us-a-line\/#contactoform\" target=\"_blank\" rel=\"noopener\"><strong>Escr\u00edbenos y estaremos encantados de ayudarte.<\/strong><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Si anteriormente coment\u00e1bamos que una de las tareas m\u00e1s importantes que deb\u00edamos realizar en Market Due Diligence para su correcta&#8230;<\/p>","protected":false},"author":4,"featured_media":7337,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[125,197],"tags":[190,188,189],"class_list":["post-7334","post","type-post","status-publish","format-standard","has-post-thumbnail","category-blog","category-due-diligence","tag-analisis-de-competencia","tag-inteligencia-competitiva","tag-market-due-diligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - 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