Planejamento estratégico de marketing: um estudo desenvolvido em um pet shop situado na Zona Norte de Natal

Abstract

This work aimed to develop a strategic marketing plan for Doggy Kitty LTDA, a microenterprise in the branch of pet shop, located in the North Zone of the city of Natal / RN. To make the study viable, it was necessary to analyze its internal and external environment, identifying its strengths and weaknesses, as well as the threats and opportunities detected in the market. Thus, it is a Case Study, with a qualitative approach. The data collection considered the semi-structured interview carried out with the owner of the establishment, since it acts as a manager, as well as direct observation of the environment. The data treatment considered the SWOT Matrix. As a result were proposed strategic actions centered on Marketing, ie Product, Price, Promotion and Place.