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"You may have the greatest bunch of individual star in the world, but if they dont play together, the club wont be worth a dime"
Babe Ruth

ARITA

Marketing

Marketing is much more than sales, the SME (Small and Medium sized Entities) manager must know his company inside out, know his competitive advantage, his product/service, his customer and his competition in order to enable a structured strategy designed to maximize sales.

Nobody knows his company better than the SME entrepreneur, but Costa Rica Contable helps organizing the endless sea of ideas into a set of manageable information that enables the manager to make smart decisions in a timely manner.

The medium and small companies in Costa Rica must respond and digest the answers to the following questions in order to maintain their business:

• How is my company today? Am I doing anything special? (Competitive Advantage)
  
• Who is my customer/client? (Target Market)
  
• What am I doing well? What am I doing wrong? (SWOT Analysis)
  
• Am I optimizing my marketing mix? (Decisions related to elements under my control: my product, my promotion, my price, my channels of distribution)
  
• Who is competing against me for the attention of my customer? (Competition)
  
• Do I have a “Marketing Strategy”? Is it consistent with my goals?
  
• Am I closing the sales well? (Sales process)
  
• Where am I going? What do I want for me? (Goals and Objectives)
  
  

You are invited to read more about these subjects below, or save this PDF version to your computer (Arita.pdf).

Call us right away, at (506) 2253-4626.  Let’s sit down and talk about your business.

Sergio Gonzalez

 

Company Profile                                                         Home

• A private enterprise exists and is destined to succeed, if and only if the company does “something special” or better than others.
  
  
• That “something special” is called the Competitive Advantage. The enterprise, without a simple and clear competitive advantage, will disappear.
  
  
• The competitive advantage can be triggered by endless reasons, some examples include:

  
  1. Geographic proximity:

• People prefer to buy small things at the pulpería (corner store or convenience store) around the corner, opposed to driving all the way to the supermarket, even though the grocery store may be cheaper.


2. More Efficient:

• I can produce my product/service cheaper (more efficiently) but with the same quality standards as my competition.

 

3. Better Quality

• I can produce a better or higer quality product /service than the others.


4. Good Suppliers:

• I have better suppliers than the competition (cheaper and/or faster),

 

• Arita guides the SME management to answer the following questions, in a clear simple way.
  
  • Who am I (the entrepreneur)?

  • Formal education, experience, successes, failures, amongst others.
  • Values and principles of the organization.
    

  • What do I do, how do I do it and for whom? (Mission),
    
  • What is the Society’s actual need I am solving?
    
  • How are my product, my service, my employees and my clients?
    
  • What do I think I do better than others? (Competitive Advantage)

• Geography, efficiency, quality, commercial network, marketing techniques, etc
• Where am I going? (Vision, goals and Objectives)
  

• What is the image of my company and product/service? (Positioning)
  
  

Contact us to talk about your ideas.

 

Target Market                                                        Home

• In the previous section we defined the Society’s actual need we are solving, where the focus is at all times MY CUSTOMER/CLIENT.
  
  
• In this section the SME management team and the staff of Costa Rica Contable invest some time in understanding the client/customer, who is he/she, what and how does she/he think, where is she/he, how does he/she behave.
  
  
• The main objective is to synchronize the competitive advantage with the need we are solving, with my ideal client/customer, with my real client/customer.
  
  
• Arita strongly suggests the SME entrepreneur thinks about the following subjects, which normally leads to a brainstorming session, which in turn triggers new marketing action plans and new sales.
• Demographic factor
• Description of my client, in relation to his/her characteristics as part of a population.
• Example: Gender, income level, religion, among others.

 

• Geographic factors:
• Actual physical place my customer/client lives and works.

 

• Psychographic factors:

• Attitude, life style and preferences of my customer/client

 

• My client/customer’s behavior,
• Industrial categories,
• Secondary markets,
• Markets No.
  

Contact us so we can talk about your client/customer. 

 

SWOT Analysis                                                                       Home

• It is imperative that someone knowledgeable and objective help the SME entrepreneur to identify the things he is doing right and the things that needed to be improved inside the company.

 

• The SME manager must understand everything that is happening in the country and in the world, not just the economic matters, but also politics, technology, wars and oil, just to mention a few.  If the entrepreneur is oblivious to his environment, he/she will miss opportunities to grow and/or external threats which can make him/her go broke.

 

• Based on the two previous paragraphs, Arita helps identify the critical success factors, taking into consideration the following subjects:
• Controllable situations (Internal variables to the SME company):
• Strengths,
• Weaknesses,

 

• Non controllable situations (External variables to the SME company):
• Opportunities,
• Threats.

Contact us to talk about your business.

 

Marketing Mix                                                                   Home

• The Marketing Mix refers to the administration of 4 elements under our control, that are responsible for the image we project, and as a consequence, our success in sales.
  
  
• Consciously or unconsciously the SME entrepreneur manages the elements of the mix, but the people from Costa Rica Contable can help crystallize your ideas and provide consistency amongst them, so that the message to the customer/client is effortlessly communicated.
  
  
• Product
  
  • Simple product, aggregate product, items list, cost, among others.

   

• Price
  
  • Minimum Price (cost), competition Price, price per product, discount strategy, among others.

   

• Promotion
  
  • Paid advertising, publicity, promotional offers, marketing messages, among others.

   

• Channels of Distribution:
  
• Commercial establishment (location, design, light, flow of movements, among others),
• Sales force (Staff, market distribution, presentation material, training, commissions, rewards, among others),
• Website (Design, site map, traffic, conversion rate, basket size, social network, among others),
• Business tradeshows.
• Commercial networks.

Call us.

 

Competition                                                                   Home

• We will always have competition and if we lose focus, other companies will take our clients and sales, not just our current ones but also our future sales.
  
  
• Costa Rica Contable motivates the SME entrepreneur to understand clearly his competition, specifically the following areas of interest:
  
• Who are my direct competitors? My indirect competitors?
• Where are they geographically located?
• What are they doing well and what are they doing wrong? (SWOT analysis),
• Assessment of our competitor’s current marketing mix,
• Description of our competitor’s critical success factors.

Send us an email.

 

Marketing Strategy                                              Home

• Arita guides the SME entrepreneur into formulating a well defined marketing strategy, so that the whole organization projects the same consistent image.
  
  
• The marketing strategy must be simple and clear, in this way it will be embraced easier by staff and all interested parties.
  
  
• Examples of Marketing strategy
  • Focus vs shotgun,
  • Specialization,
  • Customization,
  • Simplification.
    

Contact us to talk about your marketing strategy.

 

Sales Process                                                              Home

• When we reach this section, we have already learned about our company, our product/service, our customer/client, our competitor and have a formal strategy to approach our client/customer.  Now we have to plan the moment of the actual sale, be able to respond to every possible objection and convince the client/customer to buy from us.
  
  
• Arita helps to define the following decisions:
• Step by step outline of the sales process,
• Person responsible for each step,
• Tools for periodic performance control,
• Estimated time of delivery in the different stages of the process.

Let’s talk about your sales process.

 

Goals and objectives                                            Home

• The definition of the goals and objectives (short, medium and long term) must be done after designing all the other areas of Arita, because we must synchronize the expected sales with the installed capacity of the SME company.
  
  
• The objectives of each area (Marketing, processes, HR, systems of information, legal and accounting) are presented in a simple matrix, showing clearly the courses of action that need to be implemented, in order to be able to reach the goals of the SME company in the long term.

Contact us today to talk about your company.

Sergio Gonzalez

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NOTICIAS

EVENTOS

Calculo de Exoneración a Sociedades Anónimas

Sí desea conocer su puede exonerar su sociedad anónima haga click en el siguiente link, donde podra introducir los datos de su empresa en una hoja de calculo: “Calculo de Exoneración ”

 

Seminario Contabilidad
para No Contadores

Todo empresario, arquitecto, ingeniero, abogado, doctor, trabajadores independientes y personas interesadas, deben entender el cuento que narra los Estados Financieros.  La contabilidad es imperativa para el éxito del negocio, pero de nada sirve si los tomadores de decisiones no entienden lo que dice…

Vea el programa del seminario en el documento “Seminario Contabilidad para No Contadores.”

Seminario Contabilidad para No Contadores - 11/05/2011 - Hotel Crowne Plaza Corobici.
Seminario Contabilidad para No Contadores - 21/07/2011 - Fundación Omar Dengo.

Próximo Seminario: 7 de Setiembre

 

Artículo – La educación se puede mejorar

Estoy de acuerdo que las generalizaciones y categorizaciones son necesarias para poder entender y transmitir conocimientos, pero los métodos de enseñanza y aprendizaje se deben basar en ….

" Tan sólo por la educación puede el hombre llegar a ser hombre. El hombre no es más que lo que la educación hace de él ." Kant 

Vea todo el artículo haciendo click aquí: “La educacion se puede mejorar”

Artículo – El empresario en vias de extinción

Si el empresario (PyMes) logra resolver los 3 puntos anteriores (Ventaja competitiva, errores de principiante e inversión inicial), se da cuenta que para poder, él debe entender su ….

" Las oportunidades pequeñas son el principio de las grandes empresas ." Demostenes

Vea todo el articulo haciendo click aqui “El Empresario en vias de extinción”

 

Contáctenos hoy mismo para apartar su cupo.

Artículo – Tras Cuernos, Palos…

Luego de un año de gobierno de la primera mujer Presidente en Costa Rica, para nadie es un secreto que los resultados percibidos por la nación son pocos o….

"El mundo no ha cambiado por la política sino por la técnica." Friedrich Durrenmatt 

Vea todo el artículo haciendo click aquí: “Tras Cuernos, Palos... ” 

 

Artículo – Reforma Tributaria….mmm…

Estamos obligados a disminuir los impuestos para aumentar la actividad económica del país…”si no somos parte de la solución somos parte del problema”….

Un artículo bien argumentado que nos obliga a pensar sobre soluciones alternativas a nuestros problemas de país.

Vea todo el artículo haciendo click aquí: “Reforma Tributaria”

 

Article - Education can be improved

Intelligence is perfectly well distributed among the people of our society.  

Some people may have higher IQ’s than others, but overall it evens out in other types of intelligence, abilities and skills.

If you want to see the whole article please click here: “Education can be improved ”

 

Calendario Tributario

Vea las obligaciones que toda empresa tiene con la Dirección General de Tributación Directa durante el 2011 haciendo click aquí: “Calendario Tributario 2011”

 

Seminario Análisis Financiero para No Contadores

El análisis financiero muestra la situación de la empresa en cinco minutos.  Todo empresario y trabajador independiente deben entender cómo se lee para tener éxito en sus proyectos.

Vea el programa del seminario en el documento “Seminario Análisis para No Contadores”

Próximo Seminario: Octubre

Contáctenos para apartar su campo.

 

Seminar Accounting for Normal People

Dirigido a contadores, empresarios y trabajadores independientes que necesitan entender los Estados Financieros en inglés.

Vea el programa del seminario en el documento “Seminar Accounting for Normal People.pdf.”

Próximo Seminario: Octubre

Contáctenos para apartar su campo.

 

Article – The Entrepreneur in a danger of extinction

“The wealth of a nation depends on the ability of its people to generate new ideas”, said Michael Porter when I was in College, more than 20 years ago … and I believed him.….

"We were young, but we had good advice and good ideas and lots of enthusiasm" Bill Gates

If you want to see the whole article please click here: “The entrepreneur in danger”.