Saci De Dormit Proiect Marketing University Marketing

2805 words - 12 pages

FACULTATEA DE ECONOMIE SI ADMINISTRAREA AFACERILOR , IASI , 2005
PROIECT MARKETING
SC „ESCAPE”- saci de dormit SRL
Stoenescu Irina
Taban Elena
2124
CUPRINS :
Rezumat introductiv
Cap. 1 Analiza pieţei
1.1 Identificarea pieţii (descriere, evoluţie, perspective de dezvoltare, structură)
1.2 Caracterizare (profil consumatori)
1.3 Segmentare (criterii ,modalităţi)
1.4 Piaţa ţintă
Cap. 2 Factorii care influenţează comportamentul de consum
Cap. 3 Configurarea produsului
3.1 Atribute (fizionomie, caracteristici fizice, utilizare principală, secundară, etc.)
3.2 Sistem de sustinere (marcă, ambalaj, service, garanţie,etc.)
3.3 Diferenţierea şi poziţionarea mărcii
Cap. 4 Configurarea preţului
4.1 Factori care influenţează preţul
4.2 Strategia de preţ
4.3 Nivelul preţului
Cap. 5 Configurarea promovării
5.1 Reclama
5.2 Promovarea vânzărilor
5.3 Relatii publice
Cap. 6 Configurarea distribuţiei
6.1 Extinderea teritorială a distribuţiei
6.2 Intensitatea reţelei de distribuţie şi structura canalelor
Bibliografie
Rezumat introductiv
Într-o economie de piaţă satisfacerea nevoilor clienţilor este deosebit de importantă pentru succesul şi durabilitatea unei companii . În sistemul de piaţă o afacere prosperă dacă îşi îndeplineşte sarcinile particulare în mod efectiv şi eficient . Această gândire ne-a făcut să acţionăm în sensul realizării unor produse de calitate superioară , astfel încât clienţii noştri să fie mereu mulţumiţi.
Prezentul proiect analizează obiectivele firmei „ESCAPE” , firmă ce are ca obiect de activitate producerea , distribuirea şi comercializarea sacilor de dormit .
Un prim obiectiv urmărit este acela de a găsi un echilibru între ceea ce ne propunem noi şi ceea ce caută consumatorul. Pentru aceasta va fi nevoie de o cercetare riguroasă a pieţii. Vrem să oferim consumatorilor produse de cea mai bună valoare posibilă, să ne atragem cât mai mulţi clienţi.
Firma „ESCAPE” îşi propune prin gama de produse oferite să surclaseze mărcile concurente şi să ocupe locul întâi în preferinţele cumpărătorilor.
Sacii de dormit „ESCAPE” sunt singurele produse care întrunesc la un loc caracteristici deosebit de căutate: gramaj mic, excelent izolant, super compresibil şi foarte important, reglează umiditatea aerului. Astfel, ceea ce îi fac de nepreţuit este faptul că, orice iubitor de călătorii se va bucura de confortul şi calitatea produselor noastre pe tot parcursul escapadei.
Ca în orice domeniu de activitate, este normal ca tendinţele producătorilor să coincidă cu cererea pieţei. Prin urmare, există o vastă paletă de materiale, unele mai grozave decât altele. Pentru alegerea optimă a fâşurilor folosite, ne orientam după cele de "dincolo" şi diversitatea lor în funcţie de locul campării cu implicaţiile lui (izolare, distanţă, transport, timp, barem termic, etc.) şi după cultura fiecărui grup montan vis-a-vis de sacul potrivit.
Ne propunem ca în primul an de activitate să ne creem o clientelă stabilă, să ocupăm un loc în frunte în ceea ce priveşte cota de piaţă...

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