Velosa, JorgePedro, Inês Sofia Soares2023-09-222023-01-182023-02-18http://hdl.handle.net/10362/158106Introsys is a company in the industrial automation solutions’ industry, with 20 years of experience in the market and it is highly associated with the Automotive industry. A new target segment for the company was identified in order to diversify its customer portfolio, diminishing its dependency from the Automotive industry, through a Potential-Risk Matrix and Market Research. A complete marketing business plan is then developed to support the company’s entrance in the new identified market segment in the textile industry, covering marketing strategy, marketing mix and sales strategy considering company goals and constraints. Afterwards, an in-depth analysis with a theoretical perspective is conducted for segmentation, targeting, and positioning as an individual contribution to the group report.engMarketingIntrosysB2bSegmentationTargetingPositioningStp strategyNeeds-based segmentationDecision-making unitsmaster thesis203314077