Plano de marketing visando a recolocação da empresa Café Bom no mercado de Vending Machine

Abstract

The market is always changing to adapt to the scenarios. Most institutions seek strategic marketing as a way to gain a competitive advantage over their competitors. It is believed that even when a company undergoes a restructuring, it needs to have a more critical look to verify flaws and maintain the highlights regarding marketing, since this is a fundamental piece to ensure its survival in the market. In this way, the study proposed to seek alternatives, through a field research study and in-depth interview with the managers of a company located in Minas Gerais, to develop a strategic plan for its replacement in the competitive market. This company operates in the Vending Machine segment since 2001. The study was able to identify the main failures of the business and ensure the solidification of its brand in the market from the implementation of marketing ideas developed during the research.