LuiOli Ateliê de Sabores: planejamento estratégico de comunicação para uma microempresa em tempos de pós-pandemia

Abstract

This work presents a communication plan to be applied in an individual micro-enterprise of affective confectionery, LuiOli Ateliê de Sabores, launched during the Covid-19 pandemic. The troubled reality caused by the virus, both socially and economically, demanded the adaptation of certain communication processes, in a scenario that changed the behavior of several stakeholders. Therefore, after a bibliographical review of organizational communication and its applications, which accompany the historical context in which they occur, an analysis of external environments was carried out, examining the response and projection of the food sector during and after the pandemic, the new habits of consumption of the population and the actions of direct competition during this period. With these data, the objectives to be achieved by the elaborated communication plan were established, which will accompany the organization in its consolidation.