Relatório De Estágio em Administração III : Plano de Marketing para a empresa Posto Imperatriz
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Data
2022
Tipo de documento
Relatório de estágio
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Sociais Aplicadas
Modalidade de acesso
Acesso aberto
Editora
Autores
Schauffler Filho, Rui Ricardo
Orientador
Roecker, Rejane
Coorientador
Resumo
O presente trabalho tem por finalidade desenvolver e propor um Plano de Marketing a ser utilizado pela empresa Posto Imperatriz, traçando linhas de ação que permitirão viabilizar a expansão dos serviços. Para isso, foram revistos conceitos de marketing, planejamento de marketing, os 4 P’s do marketing, marketing de produtos de conveniência e por fim, plano de marketing. Para esse fim, foi realizado a caracterização da empresa, questões do macro e micro ambiente. Para o alcance dos objetivos propostos, foi utilizada a pesquisa aplicada, descritiva, qualitativa com estudo de caso. Para coleta de dados foram usadas pesquisas bibliográficas, pesquisa documental, questionários com clientes e observação participante. Por meio dos questionários aplicados, foi possível a análise ambiental da empresa, a dos seus concorrentes. Para o desenvolvimento do plano de marketing, houve a necessidade de identificação dos fatores externos que influenciam nas atividades da empresa, assim como identificar os pontos fortes e fracos, por meio de análise da matriz SWOT. E dessa forma, sugerir estratégias e ações de marketing que proporcionem alcançar a finalidade que o presente trabalho se propõe. Já no capítulo cinco, tem-se a análise e prognóstico com o plano de ação proposto. Os resultados evidenciaram que estamos em um mundo cada vez mais dinâmico e competitivo sendo necessário estar sempre inovando, dessa forma se mantendo em posição mais vantajosa que seus concorrentes. Conclui-se que é de fundamental importância que as organizações tenham um plano de marketing definido para nortear a sua atuação e atender seu mercado alvo.
The present work has the company to develop and propose a Marketing Plan to be used by Gas Station Imperatriz, outlining lines of action that will enable the expansion of services. For this, marketing concepts, marketing planning, the 4 P's of marketing, marketing of union products and finally, the marketing plan were reviewed. For this purpose, a characterization of the company, macro and micro environment issues was carried out. To reach the proposed objectives, an applied, descriptive, qualitative research with a case study was used. For data collection, bibliographic research, documentary research, customer research and participant observation were used. Through the applied company's environmental, it was possible to analyze its competitors. For marketing development, there are identification points that identify the company's activities, as well as identifying a plan to identify strengths and weaknesses, through identification of identification factors, through identification of factors. And in this way, suggestions and marketing actions that provide to achieve a purpose that the present work is planned. In chapter five, there is the analysis and forecast with the proposed action plan. Results are necessary in a world that is increasingly more efficient and effective, being necessary without evidence, keeping itself in a more advantageous position than its competitors. It is concluded that it is of fundamental importance that organizations have a defined marketing plan to guide their performance and serve their market.
The present work has the company to develop and propose a Marketing Plan to be used by Gas Station Imperatriz, outlining lines of action that will enable the expansion of services. For this, marketing concepts, marketing planning, the 4 P's of marketing, marketing of union products and finally, the marketing plan were reviewed. For this purpose, a characterization of the company, macro and micro environment issues was carried out. To reach the proposed objectives, an applied, descriptive, qualitative research with a case study was used. For data collection, bibliographic research, documentary research, customer research and participant observation were used. Through the applied company's environmental, it was possible to analyze its competitors. For marketing development, there are identification points that identify the company's activities, as well as identifying a plan to identify strengths and weaknesses, through identification of identification factors, through identification of factors. And in this way, suggestions and marketing actions that provide to achieve a purpose that the present work is planned. In chapter five, there is the analysis and forecast with the proposed action plan. Results are necessary in a world that is increasingly more efficient and effective, being necessary without evidence, keeping itself in a more advantageous position than its competitors. It is concluded that it is of fundamental importance that organizations have a defined marketing plan to guide their performance and serve their market.
Palavras-chave
Marketing. Plano de Marketing. Posto Imperatriz., Marketing. Marketing Plan. Gas Station Imperatriz