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The errors that I get to open my company

In this slide, is a breakdown of SMEs in Mexico for each of the sectors and the last column shows how despite being so high the number of SMEs , the share of GDP is very low.

The use of marketing tools is marginal in SMEs, remains the paradigm of marketing is an expense, this approach generates reactive market companies, a situation that degenerates into a market where price competition for This situation reduces the competitiveness of enterprises. We must promote the benefits market.

must locate the source type that our company, because it is derived from all company policies.

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classic phases of the life cycle of a product vs. strategic phases of the life cycle of a product

The vision the product life cycle has evolved over three decades, to propose in the eighties that the cycle consisted of four phases, the first decade of 2000 was established that there are five stages also recognized that the development or gestation of a product is a phase. However, based on the fact that the phase two, which is represented by a single point on the graph, "the" product launch "includes all actions necessary to ensure the success of the product on the market, and that define the type of product life cycle, I present my theory of the strategic phases of the life cycle of a product with 14 stages.

In classical theory the time duration of each phase generating the product into the market to take one of three life cycle types supported:

1) Traditional or classic.

2) Temporary or seasonal

3) Increasing

In 2005 Alejandro Lerma Kirchner in his book "Guide to a product development approach" provides that in addition to the three types of life cycle already mentioned, there are five, which generates eight types of life cycles:

4) normal or fast growth with slow decrease

5) Maturity extensive

6) Growth in stages

7) Revitalization

8) fluctuating behavior

So how is that a product generates a type of life cycle? If we stay with the life cycle of five phases, we would lack insights into the great variation between the eight cycles of life, the gap is solved when changing the focus of vision, ie recognized the existence of points or strategic inflection points, these points represent like product launch, the application of a series of strategies based on the information system marketing-SIM-that alter the trend of the slope of the curve in each phase, ie modify the product life cycle and can change from one to another of the eight cycles raised by Alexander Lerman in a planned and not reactive , for which additional product launch set the location of four additional strategic or inflection.

Five turning points in the life cycle of a product are:

1) Product Launch.

2) Renewal

3) Adequacy

4) Repositioning

5) Farewell

Each turning point is located at the time the slope changes its slope in the negative, which will generate the following changes in the life cycle:

The growth phase due to the turning point "renewal" is divided into Growth sustained renewal and adolescence.

The mature phase due to the tipping point "adequacy" is divided into maturity I and II

maturity phase of decline due to the tipping point "repositioning" is divided into gentle decline and decline

critical withdrawal phase market due to the turning point "bounce" is divided into two: retirement and death of the product market.

The application of the five turning points in the product life cycle generates a life cycle of 14 phases:

1 .- Generation of product.
2 .- Launch product. Sustained growth

3 .- 4 .- 5 .- Young Renewal

Maturity I
6 .- 7 .- 8 .- Adaptation
Maturity II soft
9 .- Decline Repositioning

10 .- 11 .- Critical Decline
Recall 12 .- 13 .- Farewell

14 .- Death of product

The new four turning points, plus define the type of life cycle, generating a cyclical process of evolution similar to the virtuous spiral of Keynes, finally explained each of the 14 strategic phases of the life cycle of a product.

1 .- Generation of product: is a phase in which the company invests a lot in identifying the features that allow you to be competitive in the market, no sales only net losses. 2 .-

Product Launch: high selling price, sales are low due to poor product knowledge remain a net loss due to costs of sales.

3 .- Growth sustained: Reduction costs, economies of scale, increase sales, profit arises, people identify and recognize the product arise early imperfect substitutes.

4 .- Renewal: (the timely implementation generates a growing life cycle stages) we are currently implementing enhancements and connectivity that the client has identified for imperfect substitutes do not become perfect.

5 .- Adolescence: "positive slope zero arise perfect substitutes, there is mimicry of the competition as the product starts decreased sales as substitutes exploit areas of opportunity and sometimes the original product exceeded.

6 .- Maturity I: "zero slope to zero" Low cost, maximum sales, sales price down due to the proliferation of competition camouflaged, is a more profitable distribution channels.

7 .- Adaptation: (The timely implementation and extends back stage 6 produces a long maturity cycle) presents new product applications in order to differentiate camouflaged perfect substitutes and widen the gap with substitutes imperfect, we must avoid changing the pricing strategy of monetary and migrate to the strategy of benefit.

8 .- Maturity II there is a slight change in the reasons psychographic Shopping and conditions of use, blend achieves the perfect replacement to 100% together with a large difference in the monetary value of the product, the ratio remains zero slope. 9 .- Decline

soft: "zero to negative slope of the margin," sales and lower selling prices, margins are reduced profitability analysis starts from being a product to a product cow dog.

Repositioning

10 .- (leading to a new stage of maturation and renewal, generates a revitalization cycle) segment is migrated to a less saturated market, defining new product features that capture the intent purchase of new segment, beginning in him a new life cycle starting in phase two.

11 .- Decline critical: sales slope is negative at worst, you must decide if it remains in the product market as a dog, and lengthens the phase of decline or withdrawn from the market, costs sale exceed the margin, missing the price strategy and profits.

12 .- Recall: The decision not to continue in the competition in the sand, usually the decision is based on the profitability of the product apart from the consumer.

13 .- Farewell: turning point whose purpose is to avoid possible resentment and / or anger from consumer to withdraw from the market that met their needs, it is so important that consumers do not completely brand can migrate mother why he must submit to the perfect substitute will be offered .

14 .- Death of product: is the total market output, or involve the dismantling of the production line of product.

would appreciate that you, reader of the blog, leave a comment, your views on this publication is of great interest to know me also invite you to contact me via the contact page of my website, whose link is left on the logo FULCRUM.

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Consumer Rating emrendedurismo

The evolution of marketing and the emergence of micro-marketing has created new consumer ratings, all of which are completely independent of socioeconomic classification of them, and that regardless their socioeconomic status, the behavior before, during and after the purchase is presented. I know the four classifications are:

By type of purchase

Planned: The purchase is reflexive, before going to the distribution channel and analyzed the content of these products, maintains a list of what to buy, since they leave home and know what channel and acquire products in it, is the typical consumer who knows about the deals. Do not accept substitutes and not influenced by marketing activities at the point of sale.

Suggestions: advises through advertising, why pay attention to it and to review thoroughly the information product at the point of sale, to go to a distribution channel takes the tabloid offers to know, accept substitutes and was influenced by the activities of marketing at the point of sale and on their way to him. Impulsive
: Buy without considering the consequences of consumption, do not think if you need it or not, just if you like or he wants. It is very similar to the category of cuddly personality and money.

for loyalty to the brand or product
Experimental: buy new products, is willing to perform product testing, every time you leave a new one, is the first to buy and use, generates consumer influence in other consumers, obviously is not loyal to brands or products. Occasional
: Buy this product sporadically, only when they find their usual product, the purchase is sporadic and without a ways to predict, is the usual complement.
Habitual: Purchase will respect the brand you like, but is willing to buy replacements in case of not finding the original product or brand, its complement is the occasional.
Faithful: The purchase of the product is defined by the mark, if not find the product in the distribution channel, cancel the entire purchase, and if you do not cancel any purchase, canceled the purchase of complementary products When searching, the point of not return to the channel that has no brand. Try to influence others highlighting or conditioning the use of the mark.
Indifferent: not pay attention to product brand, you simply fulfill the desired function is not fixed in the design, brand or channel.
Fanatic: that brand only exists in his mind, in all the fields present the mark, even on products that do not have the official backing of the manufacturer, stop eating in full if the mark is sought, before the lack of brand withdrawal symptoms and any dependent.

behavior based on some psychological dependence.
Adultescente: financially independent adults who behave like teenagers, they buy products that do not correspond to their age range, extend adolescence by through consumption patterns.
Bobo `s: are mature persons who have succeeded professionally, with incomes too high, which lead to a bohemian life, its consumption is of great luxury and boast of being rebels, that is not following established patterns of behavior his name is made by the acronym of bourgeois and bohemian - Bourgeois & Bohemian.
Dinks: Couples who both work, have income and has no children, the name comes from the syncopation of his description in English Double Income, No Kids
Dins: Couples who both work and have incomes but choose not to have activity common sexually in certain religions, the momentum is channeled to another type of consumption.
Duppie: Consumer currently has a job of lesser responsibility and income, and in the past had a high level working well-paid. This group does not exceed the frustration of "losing face" and depressed its name comes from Urban Depressed people, ie a depressed yuppie. Geek or tekkies
: these are the techno-junkies, do anything to have the latest technology in all areas, fall into the binge.
Grinch: Consumer marl or always emphasize the negative part of the consumption of brands and products.
Kidult: Adults with children's tastes, purchase toys, children's ornaments, we must stress that are not childish, just children's tastes are.
Kipper: are adults without economic independence, its main characteristic is that they live with their parents and their pension.
Metrosexual: is a man who cares for their physical appearance as does a woman buying clothes male cosmetics and tailor made to fit. Alpha Male
: is the woman who works and his position and income are superior to your partner and making consumption decisions, as the paradigm of the male role of the 60 `s and 70` s. Prosumer
: are geeks, this is your hobby and have all the technological advances in a field of consumption, drive like specialists, but as a hobby.
Senior Gold: are retired and no children to support, given the luxuries that could not previously have teenage behavior.
Single & op: adults are single, divorced or widowed who live together with one or more children, in their consumption patterns have priority children. Spoiled
Beatch: is women who have never worked or are thinking about it, usually girls were pampered by their parents and expect their partner to keep doing it, spend more than they can. the origin of name is the diminutive Beatchick quirky bohemian type girl, spoiled Bohemia serious literary translation.
Stingys: is consumers who depend on the offers, looking frantically, clip coupons and take advantage of discounts, always in pursuit of "save."
technosexual: is a person who is attracted to the design of electronic devices and enjoy being with the latest design in the technology most commonly occurs in both sexes, since the design of the device must match all his being.
Tweens: Consumer 8 to 13 years old, seeking independence and anchored emotionally to brands, are rebellious and want to manage their money independently, they begin their work for income.
Yugs: Consumer no social life because they spend much time on computer games or doing virtual social life.

Because of its relationship with money.
Afanador: is afamiliar, money gives power and moves, controlled by money. Thrifty
: Search keep the money you have, look for consumer safety, is prosperous to look after the money and is aprestamista.
Hunter: looking to grow the amount of money you have by aggressive and risky actions as high-risk investments, look for things that guarantee the value of your purchase.
Conformist: only covers basic needs, do not buy luxuries and care for the money. Idealistic
: The money is a root evil which corrupts human beings, their use is given to improve their quality of life, and is immaterial.
Protector: Money is a means to protect and assist others. Ostentatious
: you like first-class consumption, does not plan to buy, is reckless in their purchase, are pampered in luxury and self-centered.

In closing I note that entrance all classifications can live, rather than exclusive are complementary and we can very clearly define the target group, eg a consumer to refer to suggestibility, faithful, prosumer, cuddly, defines a distinct and specific consumer know exactly how to communicate with him. If we learn to use a complementary manner the different classifications of consumers, we have a clear pattern of consumption of the target group of our product or service.