Plan de marketing para Baterías NEON

Abstract

NEON es una empresa peruana dedicada al rubro de venta de baterías para el mercado automotriz y para mantener su liderazgo ha implementado tres tipos de baterías: (a) Experto, dirigida a los vehículos de transporte público; (b) Alto Rendimiento, dirigida a los vehículos particulares; y (c) Silver, dirigida a los vehículos de gama alta y camionetas. Sin embargo, NEON en los últimos años ha mantenido una fuerte competencia por parte de CAPSA y una importante amenaza de Record que en los últimos años ha crecido sostenidamente. Para mantener a NEON como empresa líder, el presente documento describe un Plan de Marketing Estratégico y un Plan de Marketing Operacional los cuales detallan la realidad de la empresa y las acciones a seguir para hacer frente a las exigencias del mercado. La investigación brinda evidencia que NEON puede mantener su liderazgo en el mercado y crecer en los nuevos segmentos creados si sigue las pautas del marketing operacional indicadas. Por otro lado, se describe cómo NEON puede ser una empresa socialmente responsable siendo económicamente sostenible mediante la conversión de residuos contaminantes en fertilizantes.This presentation talks about an organization named NEON. NEON is a Peruvian company that manufactures, sales, and distributes car batteries for the auto market. NEON wants to keep being the leader in the market and for that reason, they implemented three types of batteries: (a) One is the expert type - this type of battery was created for all public transportation; (b) The second one is high performance - this was created for all cars; and (c) the last one is the Silver type - which is directed to high end vehicles, cars and trucks. In the last few years, NEON had faced strong competition from other companies such as CAPSA and Record, where the last one has grown steadily and profitable becoming a strong competitive thread for NEON. In order to maintain NEON as a leader and able to face the demands of the market, we have created a strategic marketing plan and an operational plan that describes in detail the real situation of the organization and the next steps to follow so we can face the demands of the market. This document will offer us all the investigation results and steps to follow that will help NEON maintain its leadership in the market and to develop new marketing segments. On the other hand, we also show how NEON could be an organization sociably responsible and financially sustainable with the conversion of their industrial waste in fertilizers and reducing their negative impact in the environment.