Plano de marketing empório santo abacate

Abstract

The aim of this project is to develop a marketing plan for Emporio SantoAbacate, a food sector enterprise that seeks to add value toavocados by offering distinctive products and experiences. The proposal stems from the need to reduce wasteof the fruit and expand its use, transforming it into an ingredient for food and derived products,such as avocado oil. To this end, an analysis of the marketing environment was carried out, considering macro-environmental factors such as economic, demographic, socio-cultural, political-legal, technological and environmental aspects and micro-environmental factors, such as competitors, suppliers, substitute products, new entrants, customers, the target audience and the organization’s internal environment. Based on these analyses, opportunities were identified relating to the growing interest in healthy, sustainable and innovative food. Building on this, positioning, communication and promotion strategies were defined,focusing on differentiating the emporium and enhancing the consumer experience. The action plan includes investments in the development of new dishes, staff training, ongoing promotional activities, advertising via billboards, as well as the implementation of management systems. It also includes relevant structural costs, such as the purchase of thepremises, refurbishment, and the purchase of equipment and utensils, which are essential to ensure the business can operate. It can be concluded that the marketing plan contributes to the strategic organisation of the venture, increasing its chances of competitiveness and success in the market by aligning the value proposition, consumer trends and sustainable practices.