Plano de marketing para uma microempresa individual do ramo de manutenção automotiva do Município de Campina das Missões - RS

Abstract

The considerable growth of the Brazilian car fleet and the aging of it cause an increase in the need to provide services to companies that operate in the automotive maintenance business. The increasingly competitive market demands from the company manager, in addition to special attention to the market, the effective use of marketing tools. Thus, the objective is to propose a marketing plan for an individual micro enterprise of the automotive maintenance branch of Campina das Missões – RS, in order to make it more competitive. To achieve the proposed objective, a descriptive research was conducted through a case study where the data were approached qualitatively. The information was collected through primary data through interviews and secondary data through analysis of previously published literature such as books and reports. The marketing plan proposed by the study is based on the proposal of Las Casas (2011), where an analysis of the company's environment and its direct competitors was performed. Through this analysis, objectives and consecutive strategies were set out that will be realized through action plan activities, planned for the years 2020 and 2021. Through these action plan strategies and activities, it will be possible to increase the service delivery and profits of the Company.