Marketing plan for semear program - increasing the sustainability of semear´s social mission

Abstract

This work project consisted of developing a Marketing Plan for SEMEAR, a program of a social organization with the mission to help the full integration of people with Intellectual and Developmental Disabilities(IDD) in society. The group focused on the role of SEMEAR na Mercearia business unit to help improve SEMEAR’ s overall performance and, forth at purpose, conducted a strategic diagnosis and analyzed the market and consumers of artisanal products. Three strategic initiatives were suggested, each one with three tactics, presented as recommendations to SEMEAR, focusing on fighting seasonality and increasing the financial stability all year long (a key step to wards financial self-sustainability) and on increasing brand awareness with the ultimate goal of promoting the inclusion of disabled people in our society.