Lages, CarmenLóio, Catarina Lopes Dias2022-02-072022-02-072021-01-132021-01-04http://hdl.handle.net/10362/132404This 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.engMarketing planSemearHybrid organizationSocial organizationSocial-mission drivenPeople with intellectual and developmental disabilitiesArtisanal gourmet productsmaster thesis202766071