Marketing plan for Semear program - product/service development for the B2c market segment

• Autor(a) principal: Cunha, Mafalda Maria Quintela Saldanha Da
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/132605
• topic: Marketing plan; Semear; Hybrid organization; Social organization; Social-mission driven; People with intellectual and developmental Disabilities; Artisanal gourmet products; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

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, for that purpose, conducted a strategic diagnosis and analyzed the market and consumers of artisan al products. Each member of the group suggested one strategic initiative, each one with three tactics, presented as recommendations to SEMEAR, focusing on fighting seasonality and increasing the financial stability all yearlong (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.