A adoção de um plano de marketing como ferramenta estratégica: um estudo de caso de uma empresa de comunicação visual em Paulo Afonso - BA

Abstract

Planning has become an essential function in organizations, as growth in competition, speed of communication, and technological advances mean that companies that do not adapt to this reality lose their space. The marketing plan is today one of the fundamental tools for any company, to maintain its survival as well as it grows and stands out in the midst of all the competition that it handles day by day. Thus, the objective of the study was the development of a marketing plan for competitive positioning improvement of the zebra communication company, which is a visual communication company, located in Paulo Afonso, Bahia. For that, a qualitative and exploratory research was carried out, through a case study using participant observation, interview and documentary research. With the study, the main opportunities and threats were identified; strengths and weaknesses of the company; making it possible to draw up a plan to make improvements in order to increase its competitiveness, quality and profitability through a better strategic positioning.