Estratégia de marketing e comunicação: um plano de marketing para a empresa D'Lu restaurante e marmitaria

Abstract

Understanding the environment in which a company operates and developing strategies aligned with its reality is essential for sustainable growth. Through the development of a Marketing Plan, it is possible to conduct an in-depth analysis of the organization's internal and external environments, as well as identify strengths, weaknesses, opportunities, and threats. This study aims to develop a Marketing Plan for “D’Lu Restaurante e Marmitaria”, located in the city of Natal/RN. The research employed a descriptive and exploratory approach, applying questionnaires to customers and conducting interviews with the owner and staff, in order to understand the customer profile, level of satisfaction, and the challenges faced in daily operations. Based on the data analysis, a loyal clientele was identified, satisfied with the pricing, but weaknesses were also pointed out, such as the lack of a consolidated digital presence and the need for improvements in the physical structure. Thus, marketing strategies were developed focusing on enhancing the restaurant's key strengths, strengthening the brand on social media, leveraging the potential of iFood, and implementing actions aimed at customer retention and attracting new clients.