Proposta de intervenção de estratégia de marketing para uma Micro e Pequena Empresa na cidade de Aracaju

Abstract

Objective: The study aims to propose a marketing strategy model for a micro and small enterprise (MSE) located in Aracaju, based on the strategic needs identified during an organizational diagnosis. The research seeks to strengthen the company's competitive positioning and enhance its marketing practices to ensure its longevity in the market. Methodology: The approach adopted was qualitative and descriptive, utilizing the action research method. The focal company was analyzed using tools such as SWOT analysis, the Canvas management model, and the 5W2H method. Interviews with managers were conducted to gather data on the organization's profile, its current strategies, and the gaps that need to be addressed. The diagnosis identified critical points and areas of opportunity to formulate an effective strategic intervention. Main Results: The study revealed that the company faces challenges regarding its marketing structure, with a limited focus on promotion and sales, lacking a formal strategic plan. The SWOT analysis showed that although the company has quality products, it struggles with market expansion due to the absence of a solid digital presence and strategic planning. The proposed intervention suggested implementing digital marketing strategies, diver PROFsifying sales channels, and restructuring its marketing mix to better reach its target audience and maximize resource use. Theoretical Contributions, Relevance, and Originality: The study contributes to the field of marketing management by adapting widely used strategic tools, such as the Canvas and SWOT analysis, to the context of micro and small enterprises (MSEs). Additionally, the research addresses the importance of flexible and tailored strategies for MSEs, highlighting the relevance of digital marketing and innovation for the survival of these organizations in a competitive environment. The originality lies in the application of a strategic model adapted to the realities of an MSE, emphasizing its flexibility and simplicity, which are essential for managing small businesses. Social and Management Contributions: The research provides practical contributions for managers of micro and small enterprises, demonstrating how the use of strategic planning tools can improve organizational performance and market competitiveness. Moreover, by proposing an intervention that considers the limitations and restricted resources of these companies, the study promotes a more efficient and accessible management approach. Socially, the research reinforces the importance of MSEs in local economic development, suggesting that appropriate marketing strategies can enhance their sustainability and generate employment.