Plano de marketing para uma empresa de confecções: proposta para o lançamento de uma nova marca no mercado

Abstract

The present work is situated in the context of marketing, based on the model proposed by authors Campomar and Ikeda (1983), which encompasses situational analysis, company objectives, action plan, and control. The general objective is to elaborate a marketing plan for Gorete Jalecos, specifically aiming to create and launch a new brand in the market. The method used to achieve this objective was a case study, involving data collection through qualitative research from secondary sources. The results indicate success in finalizing the marketing plan, following the outline proposed by the mentioned authors. It is concluded that the marketing plan developed for Gorete Jalecos is viable and executable. The study provided a comprehensive analysis of the company's situation, definition of clear objectives, elaboration of an action plan, and the implementation of control mechanisms.