Business Essentials: Culture, Marketing, and Taxes

Corporate Culture

Corporate culture identifies how a company behaves and adapts to change. It's a style of thinking, living, and acting, projecting the corporate image externally.

Corporate image is how a company is perceived. Through this, users recognize the image, the products, and the company's character and values. It's the image personality pattern. This image includes:

• Logo
• Style Guide
• Design and Decoration
• Company Uniforms

Marketing

Marketing is the set of activities a company performs to satisfy consumer needs, always considering the financial aspect.

Market Study

A market study is a research process to obtain informed data about factors that affect the company. These variables are:

• Controllable non-competition environment (economic, political, social...), suppliers, customers
• Controllable (4Ps)

Product

Product: Any goods or services that satisfy consumer needs or desires. Goods are physical objects; services are actions offered to the consumer. The product lifecycle includes: birth (market entry, no profit), growth (increased sales and profit), maturity (stabilization), and decline (decrease and disappearance). Launch involves idea selection, concept testing, technical and financial feasibility studies, product testing, and market launch.

Price

Price is the marketing element that provides revenue. It's the amount of money a consumer pays for a product. Prices can be short-term, fixed, or variable, and can be adjusted rapidly. The right price considers competition and costs.

Promotion

Promotion includes all communication actions to stimulate sales, create an image, build customer loyalty, or simply remind customers of the brand. Features include: capturing attention, being simple and clear about benefits, and informing about advantages. The process is: Attention, Interest, Desire, Action, and the product must be credible.

Distribution

Distribution encompasses all processes that enable the flow of products from the company to the consumer. Channels involve intermediaries who make goods and services available to the consumer and can be short or long.

Taxes

Taxes are norms, rights, and obligations concerning the financial support of public services by citizens and companies. All must pay taxes for public services. Main company taxes include:

• IBI (Property Tax): Paid for owning property, applied as a percentage of the cadastral value.
• ISVTM (Tax on Vehicles of Mechanical Traction)
• ISCIO (Tax on Constructions, Installations, and Works)
• ITPAJD (Inheritance Tax and Stamp Duty)