Marketing plan for Semear program - expanding the B2c market segment at Semear na mercearia

Lóio, Catarina Lopes Dias

http://hdl.handle.net/10362/132404

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Autores

Lóio, Catarina Lopes Dias

Orientador(es)

Lages, Carmen

Resumo(s)

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 Development al Disabilities (IDD) in society. The group focused on the role of SEMEAR na Mercearia business unit to help improve SEMEAR’s over all performance and, for that purpose, conducted a strategic diagnosis and analyzed the market and consumers of artisan al 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 towards financial self-sustainability) and on increasing brand awareness with the ultimate goal of promoting the inclusion of disabled people in our society.

Palavras-chave

Marketing plan Semear Hybrid organization Social organization Social-mission driven People with intellectual and developmental disabilities Artisanal gourmet products