Plano de marketing da empresa Guindani Materiais de Construção, Móveis e Decorações

Abstract

This course completion work is a business diagnosis carried out at Guindani Materials de Construction, Furniture and Decorations that is located in the city of Cotiporã - RS. The work presents the company's history, explanation of the organization's general administrative activities, and all its internal processes. Part of the macro and microenvironment analysis that the company is inserted into. Together with theoretical foundation, is the Swot Analysis of the store, to know the scenario in which the organization is, raising strengths, weaknesses, opportunities and threats to recognize critical factors in the company that deserve immediate attention from the Managers. The Canvas tool is present to relate the essential elements of the business. Based on theoretical marketing, a general assessment of how the company is in terms of segmentation, positioning and marketing strategies will be presented. The methodology used for the research is qualitative and quantitative, and later the problems encountered will be presented, as well as an action plan to assist in solving these problems. The objective of the work is to propose strategies to increase sales. The goal of the marketing plan is a 20% increase in sales and a 30% recovery in customers not currently in store. For each objective, strategies were aligned to the marketing plan. Calculations were made and presented to obtain a feasibility projection, with ROI calculation (Return on investment) and calculation of payback (Return time of investment), enabling the evaluation of managers on the costs of said investment plan Marketing (sic).