INTRODUCCIÓN
En el presente trabajo se pretende realizar un proceso de segmentación etapa por etapa de petróleo y derivados. El producto se obtiene del campo del petróleo, donde se realiza
exploración y producción de petróleo. El crudo se transporta a través del ODL (Oleoducto de los llanos) y también por medio de tracto camiones a las refinerías, donde se obtiene los derivados del petróleo. El trabajo se centrara en gas utilizado y refinado para el uso de combustible para automóviles.
OBJETIVO
Realizar una segmentación por cuatro etapas del producto seleccionado, en este caso, gas utilizado y refinado para el uso de combustible para automóviles.
METODOLOGÍA
Se utilizó una metodología explorativa, a través del estudio del mercado y de bibliografía relacionada con la segmentación de mercados.
DESARROLLO DEL TRABAJO
A continuación se presenta la división del mercado utilizando como base factores de segmentación:
| Segmentación demográfica | El producto final y sus derivados se comercializan a todas las personas del país que disponga de un vehículo que utilice gas como combustible. Por tanto, la segmentación demográfica se caracteriza por:
|
| Segmentación geográfica | Los clientes del producto se encuentran ubicados en toda Colombia, debiendo tener en propiedad un vehículo a gas. |
| Segmentación económica | Los clientes tienen una segmentación económica de estrato 3, 4 y 5. |
| Segmentación psicográfica | Los clientes utilizan gas por cuestiones económicas, utilizando un medio de transporte económico. |
A continuación presentamos la subdivisión por variable:
| Segmentación vehículos particulares | Consumen el gas para uso particular, transporte particular. |
| Segmentación de vehículos públicos | Consumen el gas para uso empresarial, transporte público, etc. |
A continuación se describen los segmentos realizados
El segmento de vehículos particulares está caracterizado por personas que tienen en propiedad un vehículo y lo adapta al uso del gas para disminuir los costos de combustible, el uso que realizan del producto es diario-regular. El cliente tiene una edad entre los 18 y 60 años, con una estratificación socioeconómica 3, 4 y 5
Por otra parte, el segmento de vehículos público está caracterizado por empresas que ofrecen servicios de transporte, consumiendo gas por ser más económico que la gasolina normal. Las empresas se encuentran en todas las ciudades de Colombia, por tanto, la regularidad de consumo es diaria.
Selección del o los segmentos a abordar.
Se abordará el segmento de clientes que tienen vehículo particular de gas, las razones son que el mercado es mucho mayor que el de vehículos públicos, teniendo además una mayor capacidad de consumo.
CONCLUSIONES
Se observa la importancia de segmentar los productos para conocer el perfil del cliente o consumidor, estableciendo con base a ello, las estrategias de comercialización, precio, distribución y de producto.
BIBLIOGRAFÍA
- Philip Kotler y Kevin Lane Keller. Dirección de Marketing 12ª Edición.
- Capítulo 4: Investigación de Mercados y Pronóstico de la Demanda
- Capítulo 6: Análisis de los Mercados de Consumo
- Capítulo 8: Identificación de Segmentos y Selección del Segmento Meta
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