O planejamento de vendas como instrumento de gestão e diferencial competitivo de mercado: um estudo nas micros e pequenas empresas do município de Catolé do Rocha-Paraíba.

Abstract

One of the key factors for success in the commercial area of a company around is the ability to manage their sales. As a result, there is the need of businesses to reflect on their management practices and models of planned sales that are best suited to their reality, since the sales activity tends to occupy a central position in the context of business and represents a competence essential for organizations with the potential to become strategic environment. However, many companies confuse the forecast with the goals to be achieved, is forecast of sales with sales planning, which often generates changes in the results. In that sense, this study seeks to address the main aspects of the management practices and planning of sales, emphasizing the critical factors, benefits, limitations and difficulties encountered in their driving. For that, in addition to a literature review on the subject, presents a field research, which analyzes the model for planning sales of 40 micro and small enterprises in the city of Catole of Rock / CP, in order to draw a comparison table between the models adopted by these companies. To this end, it was used as an instrument to collect a questionnaire with closed questions based on Likert scale, with the aim of identifying the strategies and mechanisms used by these companies in relation to the planning of its sales in order to demonstrate how the adoption of an appropriate planning sales could serve as a decisive element for business success. The survey results indicate that the managers questioned have little awareness and understanding about the techniques of management and planning of sales for the organizational performance, survival and growth of the company.