Michael Porter spent a few days in Madrid to participate in ExpoManagement. And as always, clear and interesting things said, that complement the keys to the Porter strategy and its known Value chain and 5 Forces Model.

According to him, the strategy is to be unique, To change the world around us to take all we can give ourselves. Applied to a company, it is apart from the competition by offering a different value to the customer to get the most benefit.

Porter noted that the errors that often make the companies Are:

* instead of pretend intended to be different be the best, And the best there is sometimes no, there are several “best”.

* confused with an action strategy as international, with a aspiration as being the first market, or a mission, And satisfy customers. “You can have a mission, because it makes you feel good, but not good for anything concrete”

A good strategy, Porter concluded, must:

* can explained in two or three sentences

* know what sell, who and what they need

* be flexible But with continuity.

Philip Kotler, the father of modern marketing, they say in their presentations:

1. Marketing is the art of building brands.

2. If you’re not a brand, Are a commodity, a commodity (commodity).

3. Then the price is everything, And the only winner is the one that produces a lower price.