Essay About Estrategia

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Presentación
En este Tema 2 se parte de la base de los conocimientos adquiridos en el Tema 1 (“El concepto de estrategia”), y se orienta la atención al área de la estrategia de la empresa y la estrategia de marca.
Descubriremos que la estrategia no es un elemento aislado que surge de forma espontánea, sino que es una pieza esencial de la operación de una empresa que nace de unos principios fundamentales básicos, que se relaciona de manera interdependiente con otras facetas de la empresa y/o marca, y que es el resultado de mucho trabajo.
Desarrollaremos un recorrido desde estos cimientos fundamentales de la empresa que comenzará en su filosofía, misión, y visión, y pasará por los conceptos de posicionamiento (y los componentes de diferenciación, ventaja competitiva, y propuesta de valor), esencia de marca, y la idea singular.
Tomaremos como referencia algunos ejemplos del mundo de la publicidad que podrán servir como ejemplos de cómo se puede plasmar una estrategia de compañía y/o de marca en una pieza de comunicación publicitaria.
Finalmente, a lo largo del tema se detallarán algunos modelos de plantillas de posicionamiento que servirán como base para poder desarrollar la actividad colaborativa que se presentará a finales de esta Unidad de Aprendizaje.

Pantalla 1 (Estrategia en la empresa)
Si bien la Real Academia Española define la palabra “estrategia” en su tercera acepción como “En un proceso regulable, conjunto de las reglas que aseguran una decisión óptima en cada momento”, no está de más buscar en otras fuentes para conocer alguna definición adicional que pueda resultar útil para entender su importancia en el desarrollo de las actividades empresariales. Así pues, en la versión online del diccionario inglés Oxford se enc...

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...inal
(obligatorio) La declaración de posicionamiento detalla cuál es el lugar que intentaremos ocupar en la mente de nuestro público objetivo, por qué nos ha de creer, y cuáles son los motivos para que nos crea.

Resumen
La estrategia no es algo que surge de la nada, sino que es un elemento crucial de las empresas y sus marcas. Se tienen que establecer y conocer los fundamentos de la marca: su filosofía, misión, y visión. Definidos estos tres elementos básicos, y conociendo a fondo la propia compañía, lo que ofrece, y todos los elementos que componen su entorno, se establece un posicionamiento para sus marcas y productos. Existen procesos pautados y modelos que nos ayudan a llevar a cabo este ejercicio de posicionamiento, que actúa en sintonía con la esencia de marca para crear una Idea Singular de lo que representamos para nuestro consumidor objetivo.

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