Summary:
The research was carried out at the Ciego de Ávila Raw Materials Recovery Company, with the aim of designing a marketing plan to promote awareness of recovery and recycling in the population in the vacation period (July-August) and that it brings with it an increase in waste, both at home and recreational centers. Meaning this plan a fundamental factor in the development of the company in question, since recycling we avoid imports to the country, in addition to helping the environment by avoiding the indiscriminate use and abuse of natural reserves and protecting it from atmospheric pollution.
Keywords: Recovery, recycling, marketing, raw materials, sale.
Summary:
The research was conducted in the Company Recovery of Raw Materials of Ciego de Avila, with the aim of designing a marketing plan to promote awareness in the population recovery and recycling in the holiday period (July-August) and that it brings with it an increase in recyclable waste, both at home and recreational facilities. Meaning this plan a key factor in the development of the company in question, since we avoid recycling imports into the country, and help the environment by avoiding the indiscriminate use and abuse of nature reserves and protecting it from air pollution
Keywords: Recovery, recycling, marketing, raw materials, sale.
- Introduction:
What is marketing?
It is the analysis, instrumentation and control of carefully designed and planned programs so that there is a voluntary exchange of values with the markets of interest to the organization. In order to achieve your objectives, you have to design your offer taking into account the needs and desires of the market that you intend to conquer and the effective use of price, communication and distribution techniques, to inform, motivate and serve said market.
Marketing Service:
Service organizations are those that do not have as their main goal the manufacture of tangible products that buyers will have permanently, therefore the service is the objective of the MK, that is, the company is selling the service as the central nucleus of its offer to the market.
Through Resolution No. 146 dated September 25, 1984, issued by Irma Sánchez Valdés in her capacity as Minister President, the Ciego de Ávila Raw Materials Recovery Company (ERMPCA) is created, with its own legal personality, which It is integrated into the Union of Raw Materials Recovery Companies, subordinate to the Ministry of Industry, authorized by Resolution No. 157 dated February 23, 2005, issued by the Ministry of Economy and Planning.
This entity located at Calle F s / n% 7 and 14, Canaleta distribution, operates under the principle of business self-financing, so it must not only cover its expenses with its own income, but it must also generate a profit margin.
The Ciego de Ávila Raw Materials Recovery Company is characterized by being an economic organization, with its own legal personality, with independent financial balance and autonomous economic, financial, organizational and contractual management, which is created for the technical, economic and commercial management, which should be achieved with the greatest economic efficiency.
The corporate purpose of the company, approved since its creation by Resolution No. 157 of the Minister of Industry is the following:
- Recover, process and wholesale all types of waste, packaging, articles, equipment and others that are generated in the industrial and commercial sphere and products, services, social consumption, which can be reused in the economy as materials Secondary premiums in national currency and foreign currency, according to the nomenclature approved by the Domestic Trade. Offer collection, distribution and specialized transportation services for all types of recycled products; as well as dismantling of industrial, commercial and service facilities in national currency and foreign currency. Carry out the collection of raw materials from the population, exchanging with these products, complying with current regulations.
It has its own characteristics since it does not sell products for use and in a certain way it does not provide specific services, but rather that it is responsible for the recovery of materials discarded by the population or entities, that is, the fundamental service provided is to society in general. This service by calling it in some way as a fundamental axis the social awareness of recycling, so the company has its operation based on processing the solid waste that other companies or the population discard, classifying them according to the material that compose it. The service or fundamental purpose is validated by two services: the purchase and sale, I explain, the company buys the raw material or waste through exchange houses where the population takes its raw material and it is bought for a fee,It is also recovered in the garbage discarded in our homes or that of state entities, after obtaining the waste, it is processed and classified into ferrous and non-ferrous, within the latter, plastic, glass, paper and cardboard, then It is weighed and packed, selling it to companies that consume it as raw material for their production, in this way we recycle and save imports into the country.
After this brief overview of what marketing is, the MK of services and the fundamental characteristics of the company to be studied, we apply this concept to its current performance, based mainly on:
- Value and satisfaction Marketing mix or 4p of marketing Communication mix Environment Mission and Vision Objectives
We will also show the design of a social marketing plan whose general objective is to promote the recovery of recyclable materials in the population.
- Materials and methods:
The recovery, reuse and recycling of waste is a necessity of Cuba, and of the world, not only from the economic point of view, but also from the sustainability and conservation of the environment The depletion of renewable sources of energy and natural resources, demands today more than ever of all our attention.On the other hand, globalization, the economic crises that are manifested today together with the indiscriminate use of resources by large transnationals, ignoring global warming and its consequences, put in a This is a disadvantageous situation for underdeveloped countries so that the recycling of raw materials is important not from the economic point of view but from the preservation of life.On November 7, l961, the Consolidated Company for the Recovery of Raw Materials was created by the then Minister of Industries Commander Ernesto Ché Guevara de la Serna, whose main mission is the recovery, processing and commercialization of recyclable solid waste generated in the industrial sector., commercial and domestic. The philosophy of the company is based on achieving, as a result of the recovery processes and other services it provides, to satisfy the client's demands with all the quality, promptness and requirements required.The philosophy of the company is based on achieving, as a result of the recovery processes and other services it provides, to satisfy the demands of the client with all the quality, promptness and required requirements.The philosophy of the company is based on achieving, as a result of the recovery processes and other services it provides, to satisfy the demands of the client with all the quality, promptness and required requirements.
The foregoing has allowed it to maintain continuous improvement strategies in its production processes, working conditions and attention to man over the years; which has precisely allowed its workers to respond to the development projections of the entity's management to achieve significant jumps in their total sales, by products, and in finances in general. The foregoing presupposes training and awareness because when We recycle the consumption of virgin raw materials decreases and that at present their price is higher in the world market and therefore their processing is more expensive. The consumption and / or abuse of the use of natural resources (deposits and natural reserves is reduced.Air and water pollution and the cutting of trees to make wood pulp to make paper are reduced, among others.
- Value and Satisfaction:
The company provides the service of recovering waste, it is a service that is intended for society in general, but it is carried out indirectly since the waste is obtained through the exchange of raw materials and the garbage collected in entities and homes. Then they are sent depending on their characteristics to other companies that use them as raw material for their production. Therefore, for the fundamental activity or service that is to recover waste, two more services are applied: the purchase in the exchange houses and the sale to the producing companies.
Purchase Service: it was detected that for the client (the MP vendor) it is more important that the MP that he carries is paid in cash than with the exchange for objects or food, so a rate was applied according to the material and the weight in kg net to pay the PM, being both parties satisfied, therefore the seller will establish as behavior to continue selling PM in the exchange offices and for this he will collect them himself in recreational places, the streets, and even the They buy for homes at a lower price and will resell them in the exchange houses, having an increasing trend, since the more MP you collect and sell in the exchange houses, the more they will pay you.
Sales Service: it is better for buyers who are producing companies to buy recovered PM than imported, since by reducing production costs, profits increase and on very few occasions the quality of the final product decreases, also agreeing to the country already your economy. Therefore both parties will be satisfied and the trend will be to increase purchases to decrease imports.
- Marketing Mix or 4P of the MK:
As with value and satisfaction, MK's 4Ps at this company are hard to define, for example:
Product: The product in this company is recycled materials, or it can be MP's buying and selling services, but as it is a mix between intangible services and tangible products, we will present it as an idea that gives the company its name: The recovery of Raw Materials.
Price: In this variable we have that there are several target markets and several types of products, therefore the price will vary within the same service and between them, since the purchase prices in the exchange houses will be less than that of sale to recycling companies. Always bringing an advantage to the intermediary in this case our company in question. Payment periods for buyers apply and there are price lists for each product.
Distribution: For this, it has a commercial and sales address that is responsible for the transfer from its own truck parking lot or the rental of the same, so that the purchased merchandise reaches the company in time to be processed and packed for later take it to buyers for sale, complying with the company's production plans. The geographical location helps when we are in the central region of the country.
Communication: The company does not have an adequate promotion of its services.
- Communication Mix:
They are the set of activities that are used as tools to promote the company and the services it provides.
Advertising: It does not have advertising.
Sale Promotion: Does not have.
Public Relations: although it does not have that specific name within the company if the concept is applied as it is an easily identifiable company, with a strong corporate image either due to the time it was created or due to the magnitude of the function it performs within the company, although we can say that no action is taken to promote this image.
As it could be analyzed, the MK Communication Mix in the ERMP is very weak and no effect is applied to enrich it.
- MK environment (macro and micro environment)
The environment or environment of MK in the ERMP is formed by the actors and forces that affect or influence it when carrying out its activities. It is made up of a Micro-environment composed of the demographic environment that positively or negatively influences the population growth in the region, age changes, the economic environment with income and production plans, the natural physical environment with an increase or decrease in solid waste, increase in energy costs, the technological environment with the implementation of new technologies that lead to a better use of garbage, the legal political environment with the laws and the legality of recycling actions by the population. The socio-cultural environment with the level that the population of the region has in recycling culture.
The microenvironment of the company is made up of the different departments that make up the company, which have to act jointly for the good of said entity, the suppliers or providers that are made up of exchange houses and other companies or state entities, intermediaries of MK are the companies that help to promote, as a medium and propaganda, the polygraph, the Avilanian TV. Customers are sellers, buyers and society in general that benefits from the activities of the company. Competition at the provincial level is the only raw material recovery company that exists, so it is nil, it would have it at the national level with the rest of the companies in the country. The facilities are in good condition, the working conditions are optimal, it has adequate financial capacity,The personnel working in the company is controllable, has a correct location both in the national territory as it is in the central region and in the province, it has a large extension between its limits, and the technology is not first generation but it is acceptable and the greater weight has it human labor.
Therefore we can say that in the environment that surrounds the company it is positive to implement a MK plan.
- Mission and vision
Mission: “The Ciego de Ávila Raw Materials Recovery Company profitably guarantees the recycling of ferrous and non-ferrous metallic raw materials, non-metallic, electronic scrap and packaging, recovering them through the population and State entities to satisfy the existing needs in the national industry, substituting imports and preserving the environment. We have supportive, sensitive workers identified with the revolutionary ideology. We are identified by the geographical concentration of the product process and the vast experience in the sale of scrap by rail. "
Vision: “The Ciego de Ávila Raw Materials Recovery Company is a perfected growing organization that continues to substitute imports and has optimal levels of liquidity and solvency. The contractual relationships they establish are of total benefit to the organization. The lifting, oxyfuel and transportation technology is state-of-the-art and the computerization and communication techniques have gained momentum in the Company. The quality of the products that are recycled is certified. "
- goals
- Reach 7,886.5 MP for Production and / or Service Sales Develop a sales management that allows reaching the planned levels for import substitution Increase the recovery to the State Sector in relation to the level reached in 2014 Intensify the I work with the Recovery of the Future Movement in the current school year with a per capita recovery of 4 kg per pioneer. Consolidate and expand the audiovisual communication campaign for the public good to instruct and contribute to the formation of a culture of recycling in the population. Guarantee compliance with the planned financial economic indicators based on savings, efficiency and maximum exploitation and control of our resources.Develop a comprehensive management of human resources that ensures the optimal use of human capital, higher productivity and only 20% of indirect workers. Control compliance with the new instructions related to the Improvement of the Work System with the State Staff and the Government Guarantee the supervision and control of all activities, ensuring compliance with the standards, procedures and rules established for the development of work.procedures and rules established for the development of work.procedures and rules established for the development of work.
Social Marketing Plan
The MK Plan that was designed is composed of the following:
- Problematic General Objectives Specific Objectives Current environment:
- Demographic Conditions Economic Conditions Physical Conditions Technological Conditions Political-Legal Conditions Socio-Cultural Conditions
- Analysis of DAFO Social Objectives:
- Target Audience Plan Name Slogan Duration Time
- Action Program (Schedule)
- Actions Objectives Place of Realization Date of fulfillment Place
- Conclusions
Designed Social Marketing Plan:
- Problem: How to raise awareness in children, youth and the general population of recycling and the recovery of discarded materials? General Objectives: Promote the recovery of recyclable materials in the population during the holiday period Specific Objectives:
- Carry out PM recovery days in recreational centers and CDRs in the territory Convert children and young people into fundamental authors of the recovery and recycling campaign Reduce waste in recreational and recreational places Create an awareness at the provincial level of what it is recovery and recycling.
- Current Environment
- SWOT analysis
Short duration of the plan
It only has scope at the provincial level
- Threats:
The lack of commitment of the population with recycling and recovery.
Little time that is counted for the implementation of the plan.
The lack of motivation in the population to collect PM generally associated with other political activities that lacks interest.
- Strength:
Most of the population in circulation are children and young people who are on vacation.
It allows you to do a lot with few resources so it does not require high budgets.
It will be supported by the ERMP and other political entities
It manages to engage a large number of people through different actions designed and implemented for all tastes and in places with a large public.
- Opportunities:
The extension of this type of plan to other non-holiday periods and to other more specific issues within recycling.
Create an awareness that lasts in the population for recovery and recycling
- Social product objectives:
- Metal public: children and young people Name of the Plan: "Recycling Values." Slogan: "Recycling is coming back to life." Duration: from July 1 to August 30. (Holiday period)
- Action program
| Actions | objective | Date | Place |
| Dissemination of the day for recycling day with all planned activities (flyers, posters, billboards, TV ads, radio ads) | Publicize the action plan for this commemorative recycling day | From July 1 to August 30 every day | All recreational centers in the province and public places such as parks, boulevard, house of culture, in their own homes through TV and radio |
| Talks on the topic of recycling in public and recreational places | Publicize the importance of recycling | From July 1 to August 30 every Monday | Public places such as parks, boulevard, house of culture, CDR |
| Carrying out recreational activities with the participation of clowns, comedians, street theater plays raising awareness of the importance of recycling and showing how to do it | Motivate the population mainly children and young people in recycling activity and teach them how to make it more fun | From July 1 to August 30 every Saturday and Sunday | Public places like the Boulevard, and parks |
| Screening of documentaries related to the issue of recycling and reports from the province's ERMP | Publicize the importance of recycling, PM recovery and the work done by this company | From July 1 to August 30 every Friday | Avileña TV, local radio, Cinemas |
| Launch of a contest to raise MP at CDR level | Motivate children and young people in the activity of PM recovery in CDRs | From July 1 to July 30 with collection every Thursday | The CDRs and constituencies of the province |
| Launch a drawing contest that has as its theme: The MP in my neighborhood | Motivate children and young people in the activity of PM recovery in CDRs | From July 1 to July 10 | Public and recreational places |
| Exhibition of Objects made from recycled materials | Show useful crafts made from recycled materials | August 1st | Public Places like Parks and Boulevard |
| Recycling day by doing a massive collection of PM in recreational and leisure places in the form of a contest | Motivate the collection of PM, make a hoarding of PM with the cleaning of recreational and leisure places | From August 15 to August 25 | swimming pools, beaches, zoo, parks, boulevard, campsites |
| Awarding of MP drawing and collection contests by CDR and recreational places | Encourage children and youth to participate in other upcoming contests | August 28 | In the districts and the public places where the PM collection was carried out |
| Interviews with the population and directors of mass organizations and the ERMP to comment on the results of the plan | Give the conclusions of the operation of the plan and make recommendations for the future | August 30th | Public places broadcasting it on TV and radio |
CONCLUSIONS:
- The ERMP of Ciego de Ávila has great prestige and social recognition, so it is necessary to work hard on its promotion.
With the proposal of a social MK plan sponsored by the ERMP and complementing the activities that it carries out, a way of publicizing the company and its characteristics was shown, as well as raising awareness among the population and motivating them to recycle and recover materials. cousins
BIBLIOGRAPHY:
- Ballou, HR: Business logistics, Control and Planning, Ediciones Díaz Santos, Madrid, 1991. Authors' Collective: Logistics Manual for commercial distribution, Editorial Market Comunicación SA, Madrid, 2000. Law No 1288. 1975. Law of Matters PrimasVI Congress of the PCC: "Guidelines of the Economic and Social Policy", Guideline, 235 April 18, 2012. p. 40.
