{"id":563,"date":"2021-04-26T07:07:21","date_gmt":"2021-04-26T07:07:21","guid":{"rendered":"https:\/\/markplan.es\/plandemarketing\/?page_id=563"},"modified":"2021-04-27T00:29:19","modified_gmt":"2021-04-27T00:29:19","slug":"analisis-portafolio-producto","status":"publish","type":"page","link":"https:\/\/markplan.es\/plandemarketing\/analisis-portafolio-producto\/","title":{"rendered":"An\u00e1lisis Portafolio de Productos"},"content":{"rendered":"<style type=\"text\/css\">\r\n\t\t#dae-shortcode561-download-wrapper {\r\n\t\t\tbackground: url() !important;\r\n\t\t\tbackground-attachment: scroll !important;\r\n\t\t}\r\n\t\t#dae-shortcode561-download-wrapper .dae-shortcode-download-file-image {\r\n\t\t\twidth: 80% !important;\r\n\t\t}\r\n\t\t#dae-shortcode561-download-wrapper.dae-shortcode-download-wrapper-wide .dae-shortcode-download-file-image {\r\n\t\t\twidth: 40% !important;\r\n\t\t}\r\n\t\t#dae-shortcode561-download-wrapper .dae-shortcode-download-title {\r\n\t\t\tfont-size: 40px 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.dae-shortcode-download-text,\r\n\t\t#dae-shortcode561-download-wrapper.dae-shortcode-download-wrapper-wide .dae-shortcode-register-wrapper p,\r\n\t\t#dae-shortcode561-download-wrapper.dae-shortcode-download-wrapper-wide .dae-shortcode-register-category-interests-wrap {\r\n\t\t\ttext-align: center !important;\r\n\t\t}\r\n\t\t#dae-shortcode561-download-wrapper.dae-shortcode-download-wrapper-wide .dae-shortcode-register-field-wrap {\r\n\t\t\tjustify-content: center !important;\r\n\t\t\t-webkit-justify-content: center !important;\r\n\t\t\t-moz-justify-content: center !important;\r\n\t\t}\r\n\t\t#dae-shortcode561-download-wrapper.dae-shortcode-download-wrapper-wide .dae-shortcode-register-label,\r\n\t\t#dae-shortcode561-download-wrapper.dae-shortcode-download-wrapper-wide .dae-shortcode-register-message,\r\n\t\t#dae-shortcode561-download-wrapper.dae-shortcode-download-wrapper-wide .dae-shortcode-register-category-interests-wrap {\r\n\t\t\tmargin: 20px auto !important;\r\n\t\t}\r\n\t<\/style>\r\n\t\t<div id=\"dae-shortcode561-download-wrapper\" class=\"dae-shortcode-download-wrapper\">\r\n\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"dae-shortcode-download-file-image\" src=\"https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/03\/Testimonial-homepage.jpg\" width=\"2000\" height=\"1006\" \/>\r\n\t\t\t<div class=\"dae-shortcode-download-content-wrapper\">\r\n\t\t\t\t<h2 class=\"dae-shortcode-download-title\">An\u00e1lisis Portafolio de Productos<\/h2>\r\n\t\t\t\t\r\n\t\t\t\t<div class=\"dae-shortcode-download-button\">\r\n\t\t\t\t\t<span class=\"dae-shortcode-download-button-icon\"><i class=\"fas fa-download\"><\/i><\/span>\r\n\t\t\t\t\t<span class=\"dae-shortcode-download-button-text\">DESCARGAR FICHERO<\/span>\r\n\t\t\t\t<\/div>\r\n\t\t\t\t<div class=\"dae-shortcode-register-wrapper\">\r\n\t\t\t\t\t<p class=\"dae-shortcode-register-label\">Introduce tu correo para enviarte el link de descarga<\/p>\r\n\t\t\t\t\t<form class=\"dae-shortcode-register-form\" method=\"post\" novalidate=\"novalidate\">\r\n\t\t\t\t\t\t<input type=\"hidden\" name=\"file\" value=\"Analisis_portafolio.zip\" \/>\r\n\t\t\t\t\t\t<div class=\"dae-shortcode-register-field-wrap\"><div class=\"dae-shortcode-register-icon\"><i class=\"fas fa-envelope\"><\/i><\/div><div class=\"dae-shortcode-register-input-wrap\"><input class=\"dae-shortcode-register-field\" type=\"email\" name=\"email\" placeholder=\"Introduce email\" autocomplete=\"off\" \/><\/div><\/div>\r\n\t\t\t\t\t\t\r\n\t\t\t<p>\r\n\t\t\t\t<input class=\"dae-shortcode-register-checkbox\" type=\"checkbox\" name=\"required_checkbox\" value=\"Acepto Pol\u00edtica de Privacidad. Nunca compartiremos tus datos y nunca te enviaremos m\u00e1s de un correo al mes.\" \/>\r\n\t\t\t\t<span class=\"dae-shortcode-register-checkbox-text\">Acepto Pol\u00edtica de Privacidad. Nunca compartiremos tus datos y nunca te enviaremos m\u00e1s de un correo al mes.<\/span>\r\n\t\t\t<\/p>\r\n\t\t\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t<p>\r\n\t\t\t\t\t\t\t<input class=\"dae-shortcode-register-submit\" type=\"submit\" value=\"Enviar link de descarga\" \/>\r\n\t\t\t\t\t\t<\/p>\r\n\t\t\t\t\t\t<p class=\"dae-shortcode-register-loading\">\r\n\t\t\t\t\t\t\t<i class=\"fas fa-spinner fa-spin\"><\/i>\r\n\t\t\t\t\t\t<\/p>\r\n\t\t\t\t\t<\/form>\r\n\t\t\t\t\t<p class=\"dae-shortcode-register-message\"><\/p>\r\n\t\t\t\t<\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t\n<p>\u00bfQuer\u00e9is analizar vuestro portafolio de productos para sacarle el m\u00e1ximo rendimiento posible? Aqu\u00ed os pod\u00e9is descargar nuestra herramienta gratuita con la que podr\u00e9is aplicar a vuestro negocio las 6 metodolog\u00edas de an\u00e1lisis m\u00e1s reconocidas sin ning\u00fan esfuerzo.<\/p>\n<p>Como resultado de la hiper segmentaci\u00f3n y de la obsesi\u00f3n por el lanzamientos de nuevos productos, los portafolios de las empresas se han multiplicado incrementando exponencialmente la complejidad de su gesti\u00f3n. Esto es fruto de la llegada a la fase de Madurez del ciclo de vida de los mercados, donde el crecimiento por captaci\u00f3n de nuevos clientes es casi imposible y la prioridad es el cross-selling y up-selling.<\/p>\n<p>Por eso, un apartado fundamental dentro del Plan de Marketing es analizar nuestro portafolio actual, determinar cu\u00e1l es el role de cada l\u00ednea o producto dentro del mismo, establecer prioridades en base a ello y gestionar as\u00ed el surtido de la forma m\u00e1s eficiente posible.<\/p>\n<p>Para ello disponemos de varias herramientas porque siempre ser\u00e1 necesario realizar el an\u00e1lisis desde m\u00faltiples perspectivas. Adem\u00e1s, seg\u00fan nuestra situaci\u00f3n de mercado y empresa habr\u00e1n algunas metodolog\u00edas que cobren mayor sentido que otras.<\/p>\n<ol>\n<li><strong>Boston Consulting Group Matrix<\/strong>: primera aproximaci\u00f3n al role que juega cada producto o gama dentro de nuestro portafolio. Tiene sentido utilizarla cuando todos los productos pertenecen a la misma categor\u00eda.<\/li>\n<\/ol>\n<ol start=\"2\">\n<li><strong>McKinsey o G.E. matrix<\/strong>: una visi\u00f3n m\u00e1s elaborada que la BCG Matrix y m\u00e1s \u00fatil si lo que estamos analizando son unidades de negocio, divisiones, l\u00edneas de producto o categor\u00edas muy diferentes entre s\u00ed.<\/li>\n<\/ol>\n<ol start=\"3\">\n<li><strong>Matriz de Crecimiento<\/strong>: compara el crecimiento de cada producto con su volumen de facturaci\u00f3n. Ideal si nuestro foco es el crecimiento.<strong>\u00a0<\/strong><\/li>\n<\/ol>\n<ol start=\"4\">\n<li><strong>Role del Portafolio<\/strong>: comparativo de nuestra rentabilidad con el volumen de ventas. Nos ayuda a identificar el role de cada producto o categor\u00eda dentro de nuestro portafolio en base al modelo de Estructura-Imagen-Margen. Especialmente relevante para retailers o distribuidores.<strong>\u00a0<\/strong><\/li>\n<\/ol>\n<ol start=\"5\">\n<li><strong>Competitive matrix<\/strong>: comparativo de nuesta rentabilidad con la competitividad de nuestros precios. No s\u00f3lo nos ayuda a revisar nuestra pol\u00edtica de precios sino que adem\u00e1s nos da indicaciones sobre objetivos de la innovaci\u00f3n, desarrollo de surtido, etc.<\/li>\n<\/ol>\n<ol start=\"6\">\n<li><strong>Profundidad de Surtido<\/strong>: an\u00e1lisis para valorar la amplitud y profundidad \u00f3ptima de cada gama dentro del portafolio.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>BOSTON CONSULTING MATRIX<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-566 size-large\" src=\"https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/BCGmatrix-1024x700.jpg\" alt=\"\" width=\"696\" height=\"476\" srcset=\"https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/BCGmatrix-1024x700.jpg 1024w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/BCGmatrix-300x205.jpg 300w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/BCGmatrix-768x525.jpg 768w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/BCGmatrix-1536x1050.jpg 1536w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/BCGmatrix.jpg 1682w\" sizes=\"(max-width: 696px) 100vw, 696px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>McKINSEY G.E. o 9 BOX MATRIX<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-571\" src=\"https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/MatrizMcKinsey-1024x747.jpg\" alt=\"\" width=\"696\" height=\"508\" srcset=\"https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/MatrizMcKinsey-1024x747.jpg 1024w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/MatrizMcKinsey-300x219.jpg 300w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/MatrizMcKinsey-768x560.jpg 768w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/MatrizMcKinsey.jpg 1426w\" sizes=\"(max-width: 696px) 100vw, 696px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>ROLE DEL PORTAFOLIO<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-572 size-large\" src=\"https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/RolePortafolio-1024x822.jpg\" alt=\"\" width=\"696\" height=\"559\" srcset=\"https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/RolePortafolio-1024x822.jpg 1024w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/RolePortafolio-300x241.jpg 300w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/RolePortafolio-768x617.jpg 768w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/RolePortafolio.jpg 1425w\" sizes=\"(max-width: 696px) 100vw, 696px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>COMPETITIVE MATRIX<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-573\" src=\"https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/CompetitiveMatrix-1024x737.jpg\" alt=\"\" width=\"696\" height=\"501\" srcset=\"https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/CompetitiveMatrix-1024x737.jpg 1024w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/CompetitiveMatrix-300x216.jpg 300w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/CompetitiveMatrix-768x552.jpg 768w, https:\/\/markplan.es\/plandemarketing\/wp-content\/uploads\/2021\/04\/CompetitiveMatrix.jpg 1432w\" sizes=\"(max-width: 696px) 100vw, 696px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&iquest;Quer&eacute;is analizar vuestro portafolio de productos para sacarle el m&aacute;ximo rendimiento posible? Aqu&iacute; os pod&eacute;is descargar nuestra herramienta gratuita con la que podr&eacute;is aplicar a vuestro negocio las 6 metodolog&iacute;as de an&aacute;lisis m&aacute;s reconocidas sin ning&uacute;n esfuerzo. Como resultado de la hiper segmentaci&oacute;n y de la obsesi&oacute;n por el lanzamientos de nuevos productos, los portafolios<\/p><\/div>\n<div class=\"blog-btn\"><a href=\"https:\/\/markplan.es\/plandemarketing\/analisis-portafolio-producto\/\" class=\"home-blog-btn\">Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"template\/template-page-full-width.php","meta":{"footnotes":""},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v14.4.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>An\u00e1lisis Portafolio de Productos - Construye tu Plan de Marketing m\u00e1s f\u00e1cil que nunca<\/title>\n<meta name=\"description\" content=\"Herramienta para analizar el portafolio de productos de tu empresa o negocio. 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