Proposta para implantação de um plano de marketing em uma pequena empresa

Abstract

The consumption of liquefied petroleum gas (LPG) is essential for cooking in households, as well as in comercial establishments that sell meals. The number of LPG product retailers grows every year, and the market is becoming increasingly competitive, prompting managers to engage in planning, including marketing planning. This study has the objective to develop a marketing plan proposal for a company engaged in the resale of liquefied petroleum gas in the city of Xaxim – SC, in order to increase sales revenue. The research is descriptive, classifying as a case study, and data collection occurred through primary data – semi structured interviews with de company’s manager – and secondary data – analyses of company documents, such as reports. The marketing plan proposal was done by adapting Gabriel and Kiso’s Marketing Plan (2020), involving seven stages, and it sought to conduct na initial diagnosis of the company, analyze the macro environment and micro environment, develop the SWOT matrix, and analyze direct competitors. Though theses analyses, eight strategies involving the marketing mix – product, price, place and promotion – were outlined, and two sales and servisse managemente strategies, aiming to achieve qualitative and quantitative results for the company.