Desenvolvimento de um plano estratégico de marketing para uma empresa do setor de molhos de pimentas de Uberlândia-MG

Abstract

This work aims to present the development of a Strategic Marketing Plan for a small family business that operates in the pepper sauce sector in the city of Uberlândia-MG, with the purpose of assisting the development and growth of the organization. For this, bibliographic research was carried out in books, articles and magazines, in addition to a market study carried out through benchmarking, that is, a field research that involved questionnaires and observation of establishments related to the pepper sauce sector in the country. region. Also, interviews were made with the owner of the microenterprise under analysis, to identify the perspectives of the entrepreneur with the theory of marketing and the perception of the market. At the end of the work, the target customer and the value proposition were defined, in addition to an action plan being drawn up, along with a results control spreadsheet to direct the company's activities towards the chosen consumer niche.