MARKETING PLANNING: A CASE OF AUTOPARTS COMPANY AT TOLEDO-PR.

Abstract

The impact of new technologies, telecommunications and globalization on
the market expanded the opportunities for consumption. Consumers are getting more
demanding and selective in relation to the offers of the market which led several
changes in the principles and practices of marketing. The marketing has become a
business strategy for optimization of profits through the adequacy of company's
production and supply in accord to the needs and preferences of consumers. So it gives
up to be applied only as an administrative routine and has become a strategic business.
In this case study conducted in an auto parts company at Toledo-PR city, the company attentive to market changes, tried to adapt your marketing strategic orientation. To
address this objective, it was proposed a marketing plan, that is an instrument that
combines all the elements which compound the marketing (product, price, promotion
and place) in a coordinated action plan, indicating how the company will use its forces
and it capacity to fit the needs and demands of the market.