Planejamento estratégico de marketing de uma empresa Digitally Native Vertical Brand

Abstract

This paper aims to develop a strategic plan for an e-commerce company. The initial contextualization addresses the importance of strategic planning in the current business landscape. The concept of strategic planning is presented as a process that involves defining objectives and actions to achieve a competitive advantage. E-commerce is discussed as a growing sector where commercial transactions take place through digital platforms. The overall objective of this work is to create a strategic plan for the studied e-commerce company in order to define the key strategic directions for success and sustainability in the market. The research was conducted through a literature review, analyzing existing literature on strategic planning and e-commerce. The results highlight the importance of strategic planning in guiding the e-commerce company towards success. Clear goals, alignment of actions with strategic objectives, and continuous adaptation to market changes were identified as key elements for company success. The main strategic directions were established, covering aspects such as market positioning, identification of target segments, digital marketing strategies, inventory and logistics management, and the development of strategic partnerships. The results underscore the significance of strategic planning in the e-commerce context, enabling the company to differentiate itself from competitors, attract and retain customers, consolidate its position in the market, and achieve long-term positive outcomes.