{"id":24000,"date":"2018-02-17T20:35:28","date_gmt":"2018-02-17T20:35:28","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=24000"},"modified":"2026-01-27T15:20:10","modified_gmt":"2026-01-27T20:20:10","slug":"precios_y_analisis_competitivo_en_el_menor","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/es\/pericia\/precios_y_analisis_competitivo_en_el_menor\/","title":{"rendered":"Precios minoristas y an\u00e1lisis competitivo"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Precios y an\u00e1lisis competitivo en el comercio minorista<\/span><\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-e14217f6\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-e14217f6\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7.jpg\" alt=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\" title=\"Retail (7)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">SIS provides comprehensive retail pricing and competitive analysis and strategy to understand the pricing and brand perceptions consumers hold. &nbsp;A core purpose of our retail research projects is to understand where in the minds of consumers do competing brands stand at various price points. \u200b<\/span><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">\u00c1reas exploradas<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00bfCu\u00e1les son los precios de las distintas marcas en los mercados estudiados?<\/li>\n\n\n\n<li>\u00bfD\u00f3nde se encuentran las marcas en comparaci\u00f3n con las marcas de la competencia?<\/li>\n\n\n\n<li>\u00bfCu\u00e1les son los atributos de la marca que se deben considerar en el precio?<\/li>\n\n\n\n<li>\u00bfCu\u00e1les son los datos psicodemogr\u00e1ficos de clientes y no clientes?<\/li>\n\n\n\n<li>\u00bfCu\u00e1les son las motivaciones, comportamientos y actitudes de los clientes atribuidos a perfiles demogr\u00e1ficos espec\u00edficos (por ejemplo, edad, ingresos, g\u00e9nero)?<\/li>\n\n\n\n<li>What is the market and psychological environment of stores (i.e., what other stores exist in close proximity that may impact purchasing decisions by customers?\u200b<\/li>\n\n\n\n<li>\u00bfCu\u00e1les son las oportunidades potenciales en el posicionamiento de marca tanto para los mercados en estudio como para mercados adicionales donde se pueden encontrar sus marcas franquiciadas?<\/li>\n\n\n\n<li>\u00bfQu\u00e9 estrategias adicionales est\u00e1n disponibles para posicionar sus marcas?<\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">With these and other questions explored, SIS often develops key pricing, positioning, brand-related, and competitive-recommended positions. \u00a0We help our clients to develop a robust and accurate pricing strategy for their brands. \u00a0<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\"><strong>Las implicaciones que enfrenta cada aspecto de una estrategia de precios t\u00edpica:<\/strong> <\/span><\/h3>\n\n\n\n<div class=\"table-1\">\n<table>\n<tbody>\n<tr>\n<td width=\"399\"><strong>Develop <\/strong><a href=\"https:\/\/www.sisinternational.com\/es\/como-realizar-un-analisis-competitivo\/\" title=\"An\u00e1lisis competitivo en marketing\"  data-wpil-monitor-id=\"7280\">Marketing Strategy \u200bMarketing Analysis<\/a>, Consumer Segmentation, Consumer Targeting and Brand Positioning. \u200b<\/td>\n<td width=\"399\"><em>SIS realiza segmentaci\u00f3n psicogr\u00e1fica de consumidores y posicionamiento de marcas en una gama de precios espec\u00edficos.<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Tomar decisiones sobre la mezcla de marketing <\/strong>\u200bDefinir el producto, distribuci\u00f3n y t\u00e1cticas promocionales.<\/td>\n<td width=\"399\"><em>SIS proporciona informaci\u00f3n sobre los atributos de marca de marcas espec\u00edficas que se encuentran en la mentalidad de los consumidores, espec\u00edficamente dentro de <\/em>\u200b<em>un entorno fuertemente competitivo donde las marcas competidoras operan muy cerca<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Estimate the <a href=\"https:\/\/www.sisinternational.com\/es\/soluciones\/soluciones-de-investigacion-cualitativa-cuantitativa\/pricing-and-demand-analysis\/\" title=\"Pricing and Demand Analysis\"  data-wpil-monitor-id=\"977\">Demand Curve\u200bUnderstand how quantity demanded varies with price<\/a><\/td>\n<td width=\"399\"><em>Al combinar una estrategia de precios m\u00e1s cuantitativa con perfiles psicogr\u00e1ficos de los consumidores, podemos desarrollar una curva de elasticidad de la demanda entre sus diversas marcas.<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Comprender los factores ambientales<\/strong>\u200bEvaluar posibles acciones de la competencia, comprender las limitaciones legales, etc.\u200b<\/td>\n<td width=\"399\"><em>Captura fotogr\u00e1fica y basada en diarios de factores ambientales, como tiendas cercanas e investigaci\u00f3n etnogr\u00e1fica, incluido el perfil de los consumidores en tiendas espec\u00edficas (por ejemplo, sexo, edad, etc.)]<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>determinar el precio <\/strong>\u200bUtilizando la informaci\u00f3n recopilada en los pasos anteriores, seleccione un m\u00e9todo de fijaci\u00f3n de precios, desarrolle la estructura de precios y defina descuentos.<\/td>\n<td width=\"399\"><em>Con esta informaci\u00f3n selecta, SIS pretende crear recomendaciones preliminares de precios para diversas marcas en estudio.<\/em>\u200b<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n\n\n\n<p><span style=\"font-weight: 400;\"><br>Un posible marco que podemos utilizar es el siguiente:<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase 1 &nbsp;Secondary Research <\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">SIS conducts secondary research to uncover trends and the reasons behind certain trends. \u00a0The secondary desk research can achieve the following:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Identificar y cuantificar el tama\u00f1o del mercado.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">\u00bfEstablecer una tasa de crecimiento anual\/potencial de crecimiento?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Identificar la segmentaci\u00f3n del mercado.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Identificar los jugadores\/competidores actuales, el modelo de distribuci\u00f3n de la competencia,<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Realizar un an\u00e1lisis FODA del mercado total de ferreter\u00edas. <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Tendencia de la demanda y descripci\u00f3n de \u00e1reas-(modelo de demanda)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Estado del suministro: venta minorista (modelo de suministro)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Establecer la demanda neta efectiva (integraci\u00f3n del modelo de oferta y demanda)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Previsiones de demanda-(basadas en tendencias futuras del mercado)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Modelo de distribuci\u00f3n minorista: minoristas de materiales\/productos de construcci\u00f3n.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Estimar la brecha o el super\u00e1vit<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Realizar un an\u00e1lisis de riesgos y mitigaci\u00f3n.<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase II &nbsp;Qualitative Research<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Consumer Interviews can be done virtually or in-person. &nbsp;Another popular Qualitative research method is Focus Groups. &nbsp;This phase provides depth of knowledge into unmet customer needs and potential competitive threats. &nbsp;B2B experts can also be interviewed for insights into sales, distribution, expertise and forecasts. &nbsp;We collaborate with our clients during each process, and this can be an iterative process.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase III &nbsp;Quantitative Intercepts<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">SIS may develop a questionnaire in collaboration with our clients to understand the perceptions, behaviors and purchase decision-making process of consumers in the local markets. The surveys quantify consumer insights and allow the study to understand the prevalence of these insights. \u00a0\u00a0<\/span><\/p>\n\n\n\n<p><b>Objetivos generales<\/b><span style=\"font-weight: 400;\">\u200b<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Psicograf\u00eda del consumidor<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Psicograf\u00eda de no consumo<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Percepci\u00f3n de marca-Perfil del cliente<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Non-brand Perception Non-Customer profile\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Percepciones de marca del consumidor<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Consumer Behaviors and purchase decision making process\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Atributos de marca preferidos por los consumidores en relaci\u00f3n con los precios<\/span><\/li>\n<\/ul>\n\n\n\n<p><strong>Esta fase cuantitativa proporciona datos valiosos y medici\u00f3n de: &nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Puntos de precio de marca<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Differences in pricing by malls, shopping centers, and other retail locations<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Comparar los precios de las marcas con las marcas internas y las marcas de la competencia.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Diferencias entre segmentos de clientes<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase IV &nbsp;&nbsp;Pricing &amp; Strategic Analysis<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">The last phase synthesizes the data collected from Phase I &#8211; III\u200b. \u00a0The core objective of this phase is to synthesize all research completed (primary and secondary) and position intelligence within a clear metrics-based framework. \u00a0Benchmarks are a key part of SIS\u2019s intelligence gathering and analysis, as this can be further leveraged for additional analysis (e.g., in future years and\/or across other countries).\u200b \u00a0<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a href=\"https:\/\/www.sisinternational.com\/es\/about-sis\/contact-sis-international-market-research\/\">Cont\u00e1ctenos para ver c\u00f3mo podemos ayudar a que su negocio crezca.<\/a><\/h2>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>SIS proporciona precios minoristas integrales y an\u00e1lisis y estrategias competitivos para comprender los precios y las percepciones de marca que tienen los consumidores. \u00a0<\/p>","protected":false},"author":1,"featured_media":62510,"parent":14514,"menu_order":22,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-24000","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/24000","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/comments?post=24000"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/24000\/revisions"}],"predecessor-version":[{"id":80928,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/24000\/revisions\/80928"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/14514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media\/62510"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media?parent=24000"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}