Análise das estratégias de marketing no processo de internacionalização da marca Melissa para os Estados Unidos

Abstract

In an even more globalized world, international marketing has been standing out as a strategic tool for organizations that are looking to expand their business in foreign markets. To operate in the international market, organizations need to plan adequate marketing strategies to achieve internationalization. Within this context, the present study aims to analyze the international marketing strategies used by the Melissa brand in the North American market. To achieve this goal, a qualitative exploratory research was applied, operationalized by interviews with managers who are part of the international marketing sector of the Melissa brand. The interview contemplates the marketing plan questions, seeks to identify the current positioning of the brand in the North American market and also to analyze the main marketing strategies used. In addition to the research that was applied, a case study of the Melissa brand was developed to analyze the international marketing strategies applied in the North American market. The results pointed out that the current positioning of the Melissa brand in the United States is still small compared to what the brand intends to achieve. It was identified that the main marketing strategies used by the brand are the distribution strategy; the campaign and communication strategy; the consumer experience strategy; the use of the 4 Ps of marketing; and, along with the 4 Ps, the use of the SIVA marketing mix for the analysis and implementation of the strategies. In addition, the results also pointed out an increase in exports to the United States, representing 40% of sales to the foreign market, being the main destination for Melissa brand exports. [resumo fornecido pelo autor]