5.2 ESTRATEGIAS.
- Penetrar en el mercado con una idea innovadora y agresiva de atención personalizada.
- Promocionar mediante publicidad de impacto.
- Incentivar una fuerza de ventas especializada
- Segmentar el mercado con el ánimo de implementar un servicio especializado para cada uno.
- Fortalecer el personal técnico.
5.3. FIJACIÓN DE PRECIOS.
La empresa establecerá un precio de penetración del producto, para así desarrollar un posicionamiento rápido de marca y de producto. Este precio que será de 4.800.000 anuales dividido en 12 mensualidades nos permitirá obtener ganancias superiores al 60% y tener un precio muy inferior a nuestros competidores. Esto, unido a la formación y desarrollo de una fuerza de venta agresiva, nos garantizará el éxito de la compañía.
5.4. DISTRIBUCIÓN.
La distribución será directa, es decir, el ingeniero contratado por la compañía se desplazará al nuevo cliente contratado para instalar y configurar el software. Por tanto, se estima una distribución directa.
5.5. SERVICIO.
- Fuerza de ventas capacitada y especializada.
- Soporte técnico altamente competente.
- Software desarrollado.
- Cobertura Virtual
- Atención personalizada las 24 horas del día todo el año.
5.6 COMUNICACIONALES.
- Mailing Masivo.
- Correo directo.
- Contacto televentas.
- Visitas en frio.
5.7 COMERCIALIZACIÓN.
La fuerza de ventas estará entrenada bajo el modelo de venta consultiva, basado en el conocimiento profundo del cliente con preguntas claves, en el menor tiempo posible y siempre orientada al cierre de ventas. Además se harán capacitaciones continuas y coaching mensual que retroalimenta la labor de cada componente de la misma.
PLAN DE COMISIONES Y OBJETIVOS:
Básico: salario mínimo legal vigente.
Comisiones: Un porcentaje sobre venta
Comisiones: Un porcentaje sobre cobro.
Incentivos: Especies (Cursos- Seminarios-preparación académica)
Porcentaje de ventas en equipo.
5.8 POLÍTICAS DE SERVICIO.
- Encuestas de índices de calidad, que observan el mejoramiento continuo o las falencias de calidad de la empresa.
- Servicio posventa de cada asesor de televenta, contactando telefónicamente posteriormente a la venta realizada en unos tiempos establecidos de una semana, un mes y un año, permitiendo así realizar un seguimiento continuo, y visualizando posibilidades de negocios futuros.
PLAN TACTICO.
Se desarrollarán las siguientes tácticas para posicionar la empresa y aumentar el volumen de ventas:
- Campaña de emailes masivos.
- Reparto de volantes a empresas que puedan ser clientes potenciales.
- Posicionamiento en google, para aparecer en los primeros lugares del buscador.
Se realizará como parte del plan táctico un paquete de incentivos económicos a los ejecutivos comerciales para aumentar la motivación, y por tanto, el volumen de ventas
ANÁLISIS OPERATIVO.
7.1 LOCALIZACIÓN DEL PROYECTO.
La localización de la empresa se ubicara en las instalaciones facilitadas por la empresa comercializadora de oficinas virtuales Jobcenter, se arrendará una oficina de 51 m2, donde se desarrollarán las actividades administrativas, operarias y comerciales.
La elección de esta ubicación responde a lo siguiente:
- Disminución de los costos en comparación con otras alternativas de ubicación.
- Oficina arrendada con espacio suficiente para instalar nuestro servidor propio.
Autor: Marlyn Jane Cuesta.
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