Depending on the punctuation obtained by the company from 10 analyzed aspects and bearing in mind that every variable has a maximum subjective punctuation of 0,5, this one will be in some of the described situations next:

11.1. Ravine

When the average punctuation obtained in the evaluation of 10 analyzed variables reaches a value between zero and a point, we will say that the studied company is in an area named «ravine«.

The Home characteristic of this stage is the entire absence of a marketing plan, the company is acting of backs to the market, although it can be obtaining economic benefits. This company is exposed to the defeat if a change takes place in the conditions of his sector like, for example, the suppression of the exercised monopoly, or the opening of the market in which it operates.

In this case, the target is to go out of the ravine, therefore it will be necessary to realize an absolute review of all the variables of marketing carried out by the company, if it is that they exist.

11.2. Wall

We are in this phase when the average punctuation obtained by the company ranges between one and two points. The companies placed in this area are characterized by a negative position, that is to say, they drag the ballast of an image spoiled on the market, without carrying out any action to improve it.

It is, therefore, before a wall that is necessary to climb or to demolish to create a positive image. The performance of the companies that are located in this area of the pyramid must go directed to the restructuring of his systems of marketing.

11.3. Seed

In this case, the company will have obtained an average punctuation between two and three points. The Home characteristic of this phase is the adequacy of his actions of marketing to the reality, in order to improve his situation, the starting point is not bad, but it is necessary to work so that the fruits are obtained.

We might define, then, the target of this stage like "working", the beginning of the change takes place and it will be necessary to be checking and to adapting the different actions of marketing to the conditions of the market and the proper company.

11.4. Vale

The average punctuation obtained by the company ranges between three and four points. The Home characteristic of this phase is that the company is well posicionada on the market, it develops a marketing plan that is adapted, mostly, to the conditions of the market, but it is necessary to keep on improving. The target, then, will be to work in detecting the possible areas of progress of his marketing plan that are preventing him from reaching the excellence of the market.

11.5. Summit

It is the best situation in which a company can be since he is gathering the fruits of the realized work. The image of the company is very good, but it is necessary to be able to be supported in this privileged position and to not to allow his slope to begin acquiring «mentality of nobility».

On having come to this point, I had liked mentioning that the Spanish company is posicionándose in this stage, but unfortunately our companies and organisms are, to a great extent, of backs to the reality of the market.

GRAPH 4. THE COUNTERFOIL RMG

As we were indicating at first, we are going to include also a series of variables that to our judgment are those who more affect at the time of determining the level of competitiveness of a chain of exemption and an Internet company. In case of the exemption, his number is superior to 10 but as the purpose of the example is to penetrate into the practical utility of the counterfoil RMG, it will have to be the proper department of marketing who selects 10 variables that to his judgment they help more to the study.