Plan de marketing para el posicionamiento en el mercado del concesionario Autoniza S.A., en el sector automotriz en Bogotá

Abstract

It is planned increasing vehicle sales and positioning Autoniza S.A., in the local market in the coming years with designing different strategies and implementing a marketing plan to the Company. The analysis of several aspects such as the current domestic situation of the company and its market position relative to its competition, made possible to identify key points to focus the strategies of this plan, supported by the results shown by surveys which revealed the need to improve internal processes in relation to cases of successful sales. With this Plan, it is proposed to implement various Marketing Mix strategies to allow entering Autoniza SA in a new market niche, located in the central and southern Bogota area in which the Company and its main competition have not commercially penetrated. They were designed different resources for the proper implementation of this Plan, such as: Marketing Mix strategies, a media plan, an action plan, a forecast and sales projection, a budget, the equilibrium point. Also, they were established indicators that will allow measuring the effectiveness of the strategy. Finally, it is considered that the proposed marketing plan is favorable relative to the achievement of objectives and considered the feasibility of performing in real terms.