Browsing by Author "Souza, Yuri Viveiros de"
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- Marketing plan: probate for dummiesPublication . Souza, Yuri Viveiros de; Cardim, Sofia; Fonseca, Manuel JoséThe aim of this study is to define the most appropriate marketing strategy, as well as develop a marketing plan to increase brand recognition, for a newly created Brazilian company called Probate for Dummies, which operates in the online resale of inherited assets. Primary data that provide the basis for this study were generated through semi-structured interviews, while secondary data were collected from the review of public documents, company’s website, and bibliographical research. The sample of this study was formed by four elements, being the first one the owner of the company, followed by three specialists in different areas of knowledge which may directly influence the business, in this case a lawyer, a psychologist and real estate broker. Thus, it was possible to interpret the way the company’s relationship with its environment, as well as identifying the intention of market positioning and future actions intended. As for the main outcomes, this project unfolds the key factors of both micro and macro environments of the company, in the form of a SWOT and PESTEL analyses, as well as the analysis of the Porter's five competitive forces. In the sequence, a marketing central strategy was delineated through the market segmentation, target selection and positioning definition, which guided the marketing objectives to be pursued. Thereafter, based on those marketing objectives, a marketing mix was composed based on the 7P’s (Product, Price, Placement, Promotions, People, Process, Physical Evidence). Furthermore, an operational plan composed by specific actions addressed to each marketing goal was settled, along with the budget and schedule of implementation. Regarding the conclusions, a market penetration strategy shows to be the most suitable for this business, with development of new services for the costumers of the niche it acts. Yet, the strategy is intensively based in terms of promotion, especially in segmented digital marketing.