The counterfoil RMG is an analysis tool in marketing, clearly Spanish, that has been developed successfully by the consulting company that names him. The creation of the counterfoil RMG has not been chance but it has been the fruit of any more than 16 years of investigation and experience in marketing. Far from being a mere theoretical illusion, the counterfoil one has come applying in concrete cases of companies and products to that they have realized marketing audits to him, being a vital element to value his situation or that of his products on the market.

To big features, the counterfoil RMG analyzes the internal and external factors of the company that can be determinants to know his competitiveness grade, as well as the acceptance or rejection that a certain product or service receives from the market. Sometimes the appearance of a new product that he seems to answer to the most demanding guidelines and that gives complete answer to all the needs, might see his acceptance pushed back without an apparent logic, for just belonging to a certain company, which for the long time has exercised a commercial backs activity to the market; at popular level one has heard commenting «the market always spends invoice». Many companies think that to present an innovative product is sufficient to triumph on the market and we see that it is not like that, since only the deep knowledge of the different variables that could alter the behaviors of the market, allows to locate the company or the product in an area near to the excellence and therefore to be highly competitive.

Every day influences more the image of the company on the market. The product or service is not anything individual or isolated, but his acceptance can be determined by intrinsic elements diferenciadores: price, technology... or for other day pupils to the proper product as the image inside the sector and/or market, etc.

Under the pretext of summary it is necessary to stand out against the counterfoil:

• The first and the only realized by a Spanish company, since the existing ones have come to us Homely from the USA [BCG (Boston Consulting Group), McKinsey...].
• He studies an aspect little analyzed in other counterfoils: the grade of competitiveness of the company opposite to the market.
• Eminently practice.
• It will be necessary that the managing team and the high direction are ready to accept the possible criticism of the obtained results.
• From his starting, the obtained average results overcome 15 for 100 on the pronounced targets.

10.1. Application of the counterfoil RMG

To start, the counterfoil is based on the study of 10 variables that can be adapted in his moment to the peculiarities of the company and of the sector where I operated (at the end of the chapter we indicate the proper ones to a chain of exemption and to Internet to know two practical examples). According to the evaluation that is given him to each of these variables inside the studied company (vertical axis), and in function also to the grade of autonomy and professionalism of the department of marketing (horizontal axis), the counterfoil will be forming a form of pyramid that will bring over to the form of perfect pyramid major punctuation manage in the sum of these two coordinates.

The height of the above mentioned pyramid (sum of 10 studied variables) will be translated in the acceptance or rejection of the market towards the company or product. The base of the pyramid will be according to the grade of autonomy and professionalism of the department of marketing, what will form to us the soundness and recognition of the department of marketing.

In any case, we are going to indicate the variables that, according to our professional experience and of general form, influence more the market.

10.1.1. Innovation level in the company

It must not fall down in the error of working extensionally in the short term or lengthening in his life cycle a good product or a good idea that have obtained the acceptance of the market, giving surely if his kindness is exploited to the maximum big benefits of permanent form will be obtained. In fact, what can happen is that the so called «effect is provoked it tires», with the consequent deterioration of image and loss of economic quotation. The innovation in the products, image and strategies there will be one of the Home props of success in the companies of the XXIst century. The company must know what his client wants today; but especially, what he will wish in the future.

10.1.2. Attention to the client

All the companies receive a number of annual claims that will have to be attended as if it was a question of our only client. To know the percentage of realized claims, as well as the ratio of the attended ones satisfactorily is vital for the company that wants to preserve his market positioning. Every not attended client will be a negative prescriptor.

The market has entered a dynamics where the client, like essential part of any strategy of marketing, must be attended as it was foreseen, for it any deviation that takes place in this sense will redound negatively to the image of the company.

10.1.3. Politics of communication of the company

A company that should try to support a leadership will have to be recognized by all the social groups, that is to say both for the market and for his internal or hard-working clients. For it it has to keep a suitable communication both internal and external, independently of thinking that there has come the moment to be announced to the market.

For it, and in a given moment, the company believes that there has come the hour of extending markets and of speaking to the consumer, has the same opportunities, and therefore the same difficulties, be announced that the small enterprise. This will be because she is a stranger for the market, since he has not been able to communicate his leadership for years and, therefore, there is not recognized after him his guarantee of quality manufacturer that it has accumulated. In a marketing plan, so important is the coverage of quantitative targets as qualitative.

10.1.4. Inadequate infrastructure

The expectations that sometimes the market can reach before the appearance of a new product are sometimes unsuspected. The company must be prepared for a top demand, so much at level of production as of maintenance and attention. Although the "miracle" is difficult that it happens of overcoming the expectations, no company can allow itself the luxury of being unable to give answer to these. The outsourcing contributes valid solutions to this limitation.

10.1.5. Ignorance of the client

Many companies might not answer us on whom he is his real client, what his needs and his tendencies are, or in what percentage they divide his targets. This type of companies is usually centred on the processes of production of backs to the market, which is where really the demand expectations take place. To know who our client is, what he wants and, especially, what he will wish tomorrow is essential not to lose our position in the sector.

10.1.6. Price making politics

Any company that supports high prices without a commercial strategy that endorses this politics, will suffer a strong market rejection, once these initiate his way towards the normality, Homely before the appearance of new competitors.

10.1.7. Capacity of change (acquire here the book "The Power of the Ingenuity")

This phenomenon usually takes place in case of companies that grow up to be constituting in important companies. There increases the fear of the risk, of the innovation, and the internal bureaucracy grows, what the starting of any project slows down. If also this company enters Stock Exchange, the fear of the risk is even major, since it will be necessary to realize from his investments to the shareholders and any negative result will turn out to be captured of his quotation.

That's why, many companies that they increase of size lose competitiveness, especially if they are unrolled in dynamic sectors. In fact, 80 for 100 of the current technological innovations realize the small and medium companies. Clear examples of it exist in the sectors of technological piece of news excepting General Electric.

10.1.8. Loyalty of the clientele

Across this variable there will be evaluated the grade of acceptance or rejection that can exist on the part of the client opposite to a situation, be already this one relating to the moment or definitive.

The XXIst century is marking the big leading role of the relational marketing, where it takes as a Home target the creation of the precise skills for the best fidelización of the client.

10.1.9. Contempt of the competition

No company must be considered to be a kidling, as not to bear it in mind. Big multinational companies have taken big frights with small competitors who little by little have gone being done by his market share.

During the last three years, several small enterprises inside the sector of new technologies have given example of it with a few departments of I+D+i much developed, a management profesionalizada of his force of sales and an excellent service of attention to the client.

10.1.10. Position level

The evolution of the market has given place to a stage where «the essential thing is not it to be, but it to seem», where to what it gives priority is what we call a perceptions marketing, that is to say, what it imports truly is what perceives our market, of our company and of our mark. For it, we must use all the hardware that the marketing puts to our scope for posicionarnos in the mind of the consumer so that this one perceives us in a positive way and like that, in parallel, posicionarnos on the market of more competitive form.