Publicación:

Plan de gestión de mercado para la E.D.S don Peranco

Resumen

The market management plan for the Market Service Station, Don Peranco, constitutes the first approach to the subject of market management for a company dedicated to the commercialization of petroleum-based fuels, namely: gasoline and ACMP. In the municipality of Arauca, service stations are only aimed at selling without regard to a managerial or administrative vision that can provide new perspectives to the fuel business, therefore it is an advantage to start this work for the first time in Arauca Because relevant first-hand information will be available to guide actions to capture the attention of the target market and thereby achieve commercial scaling as the foundation for the company's growth in the medium and long term. Although the company is officially registered with the Arauca Chamber of Commerce, what has been done in this work constitutes an innovation within the company, since it contains elements of administrative management that until now had been ignored or viewed with indifference but which now it represents a significant contribution and added value for the company. The first part is aimed at the diagnosis of the company, later a market study is carried out, once the current situation of the company and the perception of customers is recognized, the strategic part of organizational culture is formulated to define the identity corporate and later be able to project the corporate image, with which it will be possible to appreciate the process required for the preparation of the advertising plan and the proper management of it to achieve all the proposed objectives.