PLANO DE MARKETING PARA UM EMPÓRIO NA SERRA DA CANASTRA: Um Estudo Técnico Exploratório

Abstract

With the increase in demand for authentic products, emporiums have stood out as distinctive shopping destinations. To stand out in the market, organizations need to anticipate trends and understand consumer desires, using effective marketing strategies. This study is based on a technical report that focuses on developing a marketing plan tailored to Empório São Francisco, located in Serra da Canastra, Minas Gerais, aiming to increase its visibility, attract new customers, and retain the existing ones. The methodology adopted was qualitative, descriptive, exploratory, and documentary, based on primary and secondary data obtained through on-site observation and digital sources. The SWOT analysis revealed strengths and weaknesses, as well as opportunities and threats, enabling the formulation of strategies to strengthen competitive advantages. One of the proposals is to strengthen the supplier network by establishing local partnerships to ensure regular deliveries and by diversifying suppliers to reduce risks. The implementation of an efficient inventory management system, with real-time monitoring software and adequate training, aims to improve operations and customer satisfaction. Marketing communication should be enhanced with rich content on social media and advertising campaigns that highlight the uniqueness of the products, attracting tourists and local residents. Participating in regional fairs and events and establishing partnerships with local influencers can expand the brand's reach, consolidating it in the market. These strategies aim not only to increase the visibility of the emporium but also to strengthen its presence in the community and create a positive and authentic image, effectively attracting consumers. Given the above, the results obtained from this research can serve as a reference for other organizations seeking to improve their marketing strategies. The outlined methodologies and the emphasis on critical analysis are replicable approaches, allowing more companies to achieve comparable results.