Plano de marketing e vendas para pequenas e médias empresas estudo de caso para uma empresa do ramo de doces

Abstract

Marketing is directly linked to meeting the needs of purchases and satisfying the customer, thus meeting the needs of consumers. In companies, large or small, adequate Strategic Planning aims to describe the internal and external conditions in order to use them to strengthen the company. This work aims to formulate a Marketing and Sales Plan for the Individual Microentrepreneur. In this case, we are going to carry out an exploratory research which will adopt a case study about a company in the food sector and thus be possible to have a greater vision about the need to plan. The general objective is to structure the Marketing and Sales Plan for an individual micro entrepreneur in the food business and, respectively, the specific objectives were: to define the target audience and market positioning; Define the main marketing and sales tools to be used; Define the goals of growth and expansion of the company. From this, we can analyze strategic action plans and list improvements in the company's performance.