Plano de marketing para uma empresa de artesanato e decorações localizada no município de Cerro-Largo/RS

Abstract

With several modern entrants in the market, companies find themselves in a competitive environment that requires attention to the environment and new market configurations. With the rapid change in the environment in which they are inserted and operate, companies need to understand suppliers and competitors and be centered on customers – on their preferences, motivations, requirements, expectations and changes. For this, companies must have concepts and notions in all areas, and marketing, in particular, provides some subsidies and tools for companies to remain competitive. The marketing plan emerges as an organizational tool and, if well used, will help the studied company to leverage its results, with that, the present study aimed to propose a marketing plan as a competitive strategy for a handicraft and decoration company, located in the municipality of Cerro Largo - RS, based on the plan proposed by Las Casas (2011), which enabled a more detailed analysis of the company Ateliê Empório da Arte, with these analyzes of the external and internal environment of the company being able to identify the threats and opportunity, as well as strengths and weaknesses. Strategies were created for the marketing mix in order to be carried out over the years 2023 and 2024, which will be the focus of this study.