Plano de marketing da Espacial Veículos

Abstract

This study examines the context of the automotive market in Natal, Rio Grande do Norte, with a focus on the Chevrolet dealership Espacial Veículos, using the marketing mix (4Ps) as its theoretical framework. The main objective was to develop a comprehensive and effective marketing plan for Espacial Veículos, aiming to increase sales. The methodology used was exploratory and qualitative, utilizing secondary data analysis and questionnaires to diagnose the current situation of the company and the market. As a result, the diagnosis highlighted the need for innovation in marketing strategies and adaptation to new trends, such as the growing demand for electric vehicles. The proposed marketing actions include strengthening the digital presence, training new successor leaders, diversifying the product and service offerings, and reinforcing the brand image. It is concluded that Espacial Veículos is well-positioned to face market challenges, especially with the implementation of the outlined actions. For future research, a deeper analysis of consumer behavior regarding electric vehicles and a continuous evaluation of the effectiveness of the implemented marketing strategies are recommended, in addition to investigating the impact of new technologies in the automotive sector.