Planejamento estratégico de marketing: um estudo de caso na NZ Fruit.

• Autor(a) principal: Santos, Nádia Alline dos.
• Data de Publicação: 2015
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UFRN
• Texto Completo: https://repositorio.ufrn.br/handle/123456789/43483
• topic: Planejamento estratégico.; Análise SWOT.; Marketing.; NZ Fruit - Currais Novos/RN.; Administração

This work presents a study about the strategic planning of marketing, of how important and essential is it's use to guide the company's actions of responses where they are inserted, once it provides the analysis of the internal and external setting and develops strategies that will help to face the challenges that arise because of entrepreneurial evolution. Some study has been done at NZ Fruit company which fabricates pulps of fruits in the city of Currais Novos/RN, wherein configured as a general goal to make a strategic planning of marketing to the company and as specific goals: to analise the external setting to the organization; to understand the curent setting of NZ Fruit marketing; to develop a SWOT analysis and suggest marketing strategies to the company. Therefore, interviews and questionnaires were developed and applied to capture and analysis of the company's internal and external setting, just as well, to the processing of SWOT analysis, which is to assess systematically it's power, weaknesses, opportunities and menaces. The results revealed that the company has weakness as for the marketing actions, however it has initiative ans sensitivity to understand the scenario which it is in. Therefore the study could add directly with the routing through the strategies and administrative practices that were suggested.