Carmen Jiménez Millán. Responsable de Marketing LeónOlarte.
En artículos anteriores hemos reflexionado sobre la necesidad de implementar un Plan de Marketing en un despacho y conocimos cuáles son los primeros pasos a dar. Una vez puestos manos a la obra nos centramos en el análisis de la situación, donde analizamos y evaluamos la información sobre tu firma, el mercado y la competencia. Con este compendio de información llevamos a cabo el análisis DAFO, que nos permitirá identificar la ventaja competitiva de tu firma y definir su orientación estratégica.
Poseer una ventaja competitiva no significa necesariamente ser siempre el mejor, sólo implica que debe existir algo que los consumidores identifican como mejor, tanto si es consciente como inconscientemente, y que les motive a preferir tus servicios frente a los de tu competencia.
Una ventaja competitiva es un elemento principal de la estrategia de tu despacho. No significa ser siempre el mejor, sólo implica que debe existir algo que los consumidores identifican como mejor, tanto si es consciente como inconscientemente
Sin duda contar con una ventaja competitiva es un elemento principal de la estrategia de tu despacho. Proporcionar un mayor valor evita convertirse en un commodity. Además, implica no dormirse en los laureles y tanto si la consigues funcional como emocionalmente, hay que estar siempre alerta de lo que ocurre tanto en el interior como en el exterior de tu despacho. Para ello será necesario el desarrollo de un Plan y Estrategia de marketing con una periodicidad anual, analizando y evaluando los resultados obtenidos cada año. El estancamiento es el primer síntoma de pérdida de dicha ventaja. Tal vez la única ventaja competitiva de largo recorrido sea pues que un despacho pueda estar alerta y sea tan ágil como para poder encontrar siempre una ventaja sin importar lo que pueda ocurrir que lo diferencie de su competencia.
Os hago mención de algunas citas de libros especializados que nos ayudará a entender mejor las ventajas que el Marketing aporta a nuestra firma:
– Función del Marketing, según Núñez Martínez: “Orientar al bufete hacia su mercado potencial a través de una mejora en los servicios que oferta, de tal manera que sea capaz de aportar un mayor valor (y diferenciador) al cliente que sus competidores…”
– Finalidad del Marketing, según Francesc Domínguez: “Crear y conservar clientes, diferenciar al despacho de la competencia y construir una marca del bufete”.
– “Las acciones de Marketing deben comenzar por definir una estrategia de comunicación basada en mensajes claros y atributos de la firma (misión, visión y valores de la misma)”.
– “Definir objetivos concretos y plan de acción determinado”.
– “Ante la agravación del escenario competitivo, la estrategia de algunos bufetes se está centrando tanto en realizar un análisis del mercado (DAFO, análisis de la competencia) a fin de encontrar nuevas oportunidades de negocio, como en optimizar aquellos servicios que más pueden demandar en la actualidad los posibles clientes. es decir, se está produciendo una orientación hacia el mercado”.
Misión del despacho
Este término hace referencia a la razón de ser de nuestra firma, su esencia misma, el motivo de para qué existe en el mundo.
No se puede simplificar a modo de “estamos aquí para ganar dinero, ya que todas las empresas tienen ese objetivo. Hay que hacer referencia a conceptos más profundos: la historia de la firma, tu idea de negocio, con qué recursos cuentas y qué les hace especiales para tus clientes.
Elaborar una misión adecuada a la realidad te va a ayudar a gestionar la estrategia correcta para tu empresa. Recuerda, hay que ser flexibles y adaptarse a las necesidades del mercado, eso si, sin olvidar quiénes somos y de dónde venimos.
Visión
Hablamos ahora de la situación futura que deseamos: tiene que ser una situación realmente alcanzable con el paso del tiempo y hay que luchar por conseguirla.
Valores corporativos
Los valores del despacho deben ser entre cinco y siete factores de la cultura empresarial que consideramos irrompibles, los cumplen todos los miembros de la organización en todas sus áreas. Además, son el reflejo de la idiosincrasia de la empresa, los términos que montan las bases del día a día en el trabajo.
Con estos tres elementos damos una visión global…
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