Planejamento estratégico de marketing em um varejo de bicicletas e acessórios na cidade de Bauru

Abstract

The business scenario constantly challenges thousands of companies around the world to survive in an increasingly competitive market due to several factors, such as globalization, growing competition, access to information, growing customer expectations, migration to digital, tooth others. In this context, marketing activity is fundamental for companies in all segments, especially those in the retail sector. Specifically, the present work aimed to develop a Marketing Plan for a retailer specializing in the trade of bicycles and accessories located in the city of Bauru-SP, in order to provide actions to keep the company competitive against competitors, mainly with the China that produces on a large scale and sells its products at attractive prices. To achieve this, the proposed methodology has a qualitative approach, focusing on a case study analysis with the aim of gathering information about the retailer under study. With the results obtained, it was possible to identify the strengths and weaknesses that the company has and the news and opportunities in the market. The study also defines marketing objectives, an action plan and a schedule covering the first 12 months of activity, considering fundamental information to improve the company's performance and which can also be used as a form of continuous improvement to improve its mix of products and services.