Plano de marketing para a empresa Brubins Comércio de Alimentos e Supergelados Ltda.

Abstract

O presente trabalho tem como objetivo principal a elaboração de um plano de marketing para a Brubins, empresa familiar de comércio de alimentos congelados com sede em Porto Alegre, RS. Esse estudo visa auxiliar a empresa no que diz respeito à sua administração de marketing, buscando a sua consolidação no mercado de food service local. Para tanto, foi realizada uma análise de seu ambiente interno e externo e posteriormente elaborada a matriz SWOT (strengths, weaknesses, opportunities, threats), onde verificou-se as forças, as fraquezas, as oportunidades e as ameaças da Brubins. Com base nesses dados e nas teorias de administração e de marketing, estabeleceu-se objetivos e elaborou-se estratégias de marketing. Por fim, foram determinados o planos de ação e as ferramentas de controle e reavaliação necessários para a implementação desse plano de marketing na empresa.

The present work has the main objective of developing a marketing plan for Brubins, a family-owned frozen food company based in Porto Alegre, Brazil. This study aims to assist the company regarding its marketing management, seeking its consolidation in the local food service market. In order to do so, an analysis of its internal and external environments was performed and later the elaboration of a SWOT matrix, where Brubins’ strengths, weaknesses, opportunities and threats were found. Based on these data and the theories of management and marketing, it was then possible to establish goals and determine marketing strategies. Finally, a plan of action was laid out, along with the review and control tools needed to implement this marketing plan in the company.