Modelo de gerenciamento para as micro e pequenas empresas da região central do Rio Grande do Sul

Abstract

The success of MPE's (small companies) are intimately linked to the success of the national economy, and it is one of the determinant variables of the maintenance and the growth of a country. In that context, it was noticed in works developed in the central area of Rio Grande do Sul, that many of those companies possess own characteristics of the area, where the marketing concepts are confused and used in practice in a wrong way, because it lacks to a lot of those entrepreneurs, the technical knowledge. Trying to supply that lack, this work had as objectives to develop a model of marketing administration for personal computer and small companies of the central area of Rio Grande do Sul, studying useful tools for marketing administration, to characterize the profile and to identify the critical points of the administration or marketing actions used by those MPE's of the central area of Rio Grande do Sul. Based in that, to propose a model of administration of specific marketing to that company load, facilitating in the electric outlet of decision, in the planning, to the attendance of the customers' needs and the improvement of the quality. This work has a quali-quantitative nature, where was used as method the field research and as techniques, observations in some of the companies delimited by the sample, interviews through the application of the check-list and use of the statistical formula that delimited the size of the sample in 164 companies of a total of 285 that were diagnosed in the period from 2003 to 2005. With the analysis of the data it was possible conclend that most MPE's don't possess an administration of effective marketing, but just some isolated actions, elaborating strategies with empiric base and non-technique. However, some actions developed for those has such positive result as: to use strategies of low price, to invest in promotions and publicity. It was also evidenced that most of those didn't still segment their market, however a great portion exposes their products in the company in a planned way and defined layout. Finally it was verified that MPE's demand adaptations very private to their load and to their business type, detaching the simplicity of the actions in the marketing area and the reduced investment. With that, in a general way, the proposed model was completely directed to aid in the marketing administration and, therefore also in the general administration of the company. That seeks to give support for those companies to discover the market reality they are acting, to drift for them, and above all so that they get to increase the quality of the products and services.