viernes, 26 de junio de 2009

Investigación de Mercados en Chile

Durante la ultima semana Nerea y yo hemos estado en Salamanca (Chile), colaborando en el programa "Contigo Emprendo", que está dirigido a empresarios locales y que desarrollamos desde la Facultad en colaboración con la minera Los Pelambres. Salamanca es un pequeña ciudad situada en la IV región de Chile, Coquimbo. Zona rural, pero con gran potencial y posibilidades, como consecuencia del auge de la minería de cobre.


El programa "Contigo Emprendo" nos ha permitido trabajar con dos grupos, el primero formado por microempresarios y, el segundo, por profesores y trabajadores en instituciones públicas para el fomento del emprendizaje.


Nerea y yo les hemos hablado de Investigación de Mercados. La idea es trasladarles la necesidad de conocer el mercado así como una metodología para capturar la información que les permita disminuir el riesgo que todo proceso de emprendizaje implica. Si, alguien me dirá, que emprender supone intuir, no fiarse de lo que hay, sino de lo que puede haber. Vale, muy bien. Pero, la intuición no es incompatible con la información.


El grupo era una gozada, pequeños empresarios, con éxito en sus negocios, pero con ganas, muchas ganas de ir más allá: Dueños de restaurantes, propietarios de cabañas, dueños de tiendas de ropa, artesanos de joyería, etc, etc. También hay un interés especial en desarrollar la zona del Choapa como centro turístico. Según parece tienen grandes posibilidades turísticas, pero necesitan desarrollarlas.


Acabada la estancia, a bote pronto se me ocurren un par de reflexiones, desde una perspectiva profesional,


1. En la formación a emprendedores una de las fuentes de información más importantes son el análisis de experiencias similares. Difícilmente el negocio es nuevo, sin referencia alguna. Probablemente el producto/servicio lo será, la necesidad a la que responde, no. Aprendamos de otros.

2. Las nuevas tecnologías permiten grandes posibilidades para acceder a conocimiento. y conocer a clientes, competencia, posibles soicos colaboradores, proveedores, etc. No podemos hablar de Investigación sin mencionar y explorar las numerosas posibilidades que ofrecen las nuevas herramientas tecnológicas.


En los personal,


1. Lo de Iberia, patético. El vuelo previsto para las 00.20 horas, del domingo salió a las 16.30 . Sin información, tratados como vacas a las que llevaban de un lado a otro, con una intervención de la Benemérita., digna de la mejor filmografía de Berlanga. Hemos puesto la reclamación correspondiente. Esperanzas, ninguna.

2. Me ha sorprendido, agradablemente, el esfuerzo que están haciendo en la zona de Salamanca para hacer que la gente tenga acceso wi-fi.

3. He aprendido cosas de la historia chilena y sudamericana que desconocía, pero, también, de la producción de nueces, de damascos, de la lengua japonesa, de la comida chilena, de las construcciones para evitar terremotos, de los efectos terapéuticos de las picaduras de abejas, en fin, de todo un poco.

4. Lo más importante, hemos sentido la simpatía y el agradecimiento sincero de la gente. En estos momentos es cuando sientes que estás aportando algo para que la gente viva un poco mejor, espero les sirva en el futuro. La cara de Gloria cuando salíamos de su restaurante, ayer, después de haber degustado una cena típicamente chilena, impagable


En definitiva, un viaje que ha merecido muy mucho la pena, tanto en lo personal como en lo profesional. Y yo me pregunto:

¿Utilizará Iberia twitter para hacer un seguimiento de lo que los usuarios dicen de ella?

79 comentarios:

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Hola Mikel echaba de menos tu voz en este blog, después de tanto tiempo. Me alegro de que todo haya ido genial por Chile ¿has pensado mucho? ¿tenemos una conversación pendiente? A la vuelta tenemos que estar, cuídate!!

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Hey, David, tienes razón mucho tiempo, no voy a decir como otros que a partir de ahora me pongo a ello, pero, prometo, que le prestaré algo más de tiempo, eso si.

Tenemos pendiente algo más que una conversación, a ver si el "aitatxo" todavía tiene tiempo entre pañal y pañal y os enseño algo de la cocina chilena que he aprendido...

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Mikel, antes de nada, comentar que al leer tu post, me ha invadido una sensacion de sana envidia; dicho esto, quiero aportar un matiz personal y técnico a la vez, a tu post y tu experiencia chilena. En mi fallida etapa de estudiante de ingeniería topografica (en el segundo curso me di cuenta de que aquello no era vocacional y que en Euskadi en el monte, hace mucho frío), hubo un profesor de dibujo que en el examen de diédrico, alardeaba de poner examenes que NADIE aprobaba. En mi caso, me valoró el examen, en tercera convocatoria y después de haber dejado bien los codos sobre los caros blocks de dinA5, una nota de 4,5/10 (si lo tengo delante en ese hipertenso momento, le retuerzo el pescuezo), pero pensé que era mejor despedirme de una manera más fria y que le hiciera reflexionar pensar. Así pues, le hice llegar esta frase: los exámenes son terribles, porque el mayor de los necios, es capaz de preguntar mas de lo que puede responder el mayor de los sabios. ¿Os preguntareis qué tiene que ver esto con la investigación de mercados?; bien sabes Mikel, que el trabajo más complejo y delicado en un estudio es hacer un buen cuestionario. El mercado es sabio, y sólo responde aportando valor, a aquello que entiende y experimenta previamente. Termino y desenlazo: la investigación, desde mi punto de vista, no debe ni ser vendida ni divulgada únicamente con el beneficio funcional de minimizar riegos en la toma de decisiones, sino, además de este aporte funcional, como la mejor (y única a mi entender) solución objetiva de conocer mejor a sus clientes, su entorno, su competencia, servicio,... algo que, evidentemente, no hizo aquel "profesor" de dibujo y que gracias a él, no hay mal que por bien no venga, ahora pertenezco a este satisfactorio mundo de profesionales del marketing. Disculpen el exceso de contextualización, y buen viaje de regreso Mikel.


Alberto Gómez de Segura
Enviado desde iPhone

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El artículo es muy interesante y te pega mucho involucrarte en un proyecto así, pero ¿no ha habido diario esta vez?, lo pregunto por tu blog personal...Sé que la idea del viaje no es lúdica, pero me habría encantado ver fotos, seguro que las hay...

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