Desenvolvimento e implementação de estratégias de marketing e de engenharia dentro de startups

Abstract

Marketing plays an important role in the organization as it assists in the financial success of the company. One of its aspects, social marketing, is used by the Third Sector. To assist NGOs with marketing strategies and technology products, there are startups that seek to prospect financial resources. As a case study, this paper shows the startup O Polen, which through its Shopping App enables donations for social causes. In Belo Horizonte, this research sought to implement marketing strategies with NGOs, by the technological product of the startup case study as a vector. The strategies were evaluated according to production engineering objectives, as: Speed, Flexibility, Cost, Reliability and Quality. Even with the low adhesion of the App, a significant amount of donations was obtained through this research to be transferred to the NGOs. Finally, it was verified that to assist in the process of raising financial resources for the Third Sector, the engineering objectives were effective in helping to understand the marketing strategies applied.