Plan de Marketing Para la Adición de Un nuevo Servicio de Serviteca Para Vehiculos Medianos al Portafolio de la Cooperativa Integral de Transporte Andino Trans Andino
Date
2013
Journal Title
Journal ISSN
Volume Title
Publisher
Popayán : Institución Universitaria Colegio Mayor del Cauca, Facultad de Ciencias Sociales y de la Administración, Programa Administración de Empresas
Abstract
The “Trans Andina” Cooperativeappearswiththepurpose of providingpublictransportservices in differentmodalitiestoassociatemembers and community in Popayancity. CurrentlyTheCooperative has a portfolio of servicesthat has been set up since 1996. It has beencompetingwithsix similar companies and positioningitselfincreasingly. Internalstatistics of theCooperativeprovide positive data relatedtoanincrease of 15.7% of thevehiclefleettotheprovision of servicesduringthelasttwoyears. Allthis has helpedtoimprovetheeconomicsituation of theCooperative; thereforetheyhadtheopportunitytopurchasetheirown home in 2009 in Camilo Torres neighborhood.
Forthis plan in marketing, researchisconducted in twostageshaving as a referencesomesurveyscarriedoutwithmiddle-vehicleowners, especiallywithmembers of thecooperative, resulting in positive levels of acceptance 91.9% of respondentswithrespecttotheproposed Serviteca new service. Itshould be notedthatwiththis new service of theCooperative, members of theboard of directorsstrategicallyaimto be competitivetoattract new customers and generatetranquilitytotheirassociatemembers in relationtothefuturepossibledecisions of thegovernmenttosolidifytransportcompanies as isbeing done in othercities. Theresult of this new serviceindicates a point of balance in terms of maintenancecostsforthe Serviteca in justselling a service of lubricantschange per monthtoeachassociatemember, earning as profit sales fromallotherproductssold as tires, batteries, accessoriesfor cars, amongothers, and withthepossibility of workingwithtwo more segmentssuch as members of thecooperative and privatevehiclesowners.
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The “Trans Andina” Cooperativeisfacingsomedifficultiesbutthey can be overcomewithappropriatestrategies and withthehelp of twolubricantsuppliers, creatingfurthercompetitiveadvantages in relationwiththepromotion and sale of theseproductstothepublicthroughpricing and productofferings.
Description
Keywords
PLAN DE MERCADEO-SERVICIO DE SERVITECA VEHICULOS MEDIANOS - COOPERATIVA INTEGRAL DE TRANSPORTE ANDINO TRANS ANDINO, PLAN DE MARKETING - SERVICIO DE SERVITECA VEHICULOS MEDIANOS - COOPERATIVA INTEGRAL DE TRANSPORTE ANDINO TRANS ANDINO.