SEGUNDA ETAPA
1. Programa de Ações
Em uma situação real, o programa de ações deve apresentar, de forma pormenorizada, as prioridades, as ações (o quê), os responsáveis pelas ações (quem), o cronograma de atividades (quando) e as despesas envolvidas em cada atividade (quanto). Nesta fase do plano, também é definida a estrutura de marketing necessária para levar adiante o programa de ações, são forma- lizadas as estratégias gerais da empresa e definido o composto de marketing. As ações de marketing contidas no plano dizem respeito às decisões e às atividades referentes às variáveis controláveis de marketing (4 P’s): produ- to, preço, promoção e distribuição (pontos-de-venda).
Nesta aplicação, o programa de ações proposto será simplificado em decorrência da natureza do trabalho e será construído pelos objetivos de marketing fixados em função da análise da situação (Quadro 5) e do exame dos fatores-chave de sucesso descritos no Quadro 6. No Quadro 7, , , , , o grupo encontrará todos os elementos necessários para compor o programa de ações para o produto escolhido. Caso o grupo opte pelo desenvolvimento da apli- cação por segmento de mercado, esse vai poder preencher um quadro para cada segmento selecionado.
2. Controle
O plano de marketing deve integrar os instrumentos e parâmetros que servirão de base para o controle das ações propostas e realizadas. Entre esses instrumentos, há necessidade de se especificarem as informações que serão utilizadas como feedback, a freqüência com que serão fornecidas, a forma de apresentação e as datas de apresentação. Os indicadores de resul- tado que alimentarão o sistema de informações de marketing também deve- rão ser determinados.
Nesta aplicação, o grupo encontrará, no Quadro 7, os elementos neces- sários para o desenvolvimento da função administrativa de controle de marketing.
Descrição Comentários Fc1. Fc2. Fc3. Fc4. Fc5. Fc6. Fc7. Fc8. Fc9. Fatores-chave de sucesso (Fc)
Observação: Os fatores-chave de sucesso (Fc), necessários à melhoria da posição competitiva e à consecução dos objetivos propostos, devem ser listados em ordem de prioridade. O grupo pode, se assim o desejar, fazer a análise por segmento ou por cliente preferencial.
Programa de ações Quadro 7 Ano: _______ Objetivo Descrição Responsável C ronograma Recursos Recursos Indicador Execução da ação previstos reais d e (S/N) J F M A M J J A S O N D desempenho
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