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Publication
Marketing Plan for an Online Business: A Case Study
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Advisor(s)
Abstract(s)
The 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. The data that provide the basis for this study was
generated through semi-structured interviews applied to a sample formed by the
owner of the company, followed by specialists in different fields of knowledge
which may directly influence the business. 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.
Description
Keywords
Digital marketing Marketing plan Service marketing Probate
Citation
Souza, Yuri; Fonseca, Manuel José; Cardim, Sofia (2024). Marketing Plan for an Online Business: A Case Study. In 11th World Conference on Information Systems and Technologies, WorldCIST 2023. Cham: Springer Nature. p. 101-110. ISBN 978-303145650-3
Publisher
Springer Nature