Proposta de um plano de marketing: Ana Martha Cabral - Terapia Capilar

Abstract

This study aims to propose, to a capilar therapy business, a marketing plan that suggests actions that will result in increased custumer base and product sales. This work aims to provide subsides for the interprise, which has been operating in third-party companies since 2020, to develop and grow. Our methodology, a bibliographical research was carried out through books, scientific articles, handouts, technical standards and institutional publications; a documentary research was made using personal and professional records of the entrepreneur; a market analysis was performed where secondary data were collected on the beauty sector in Brazil and, in particular, on the hair therapy segment in the city of João Pessoa; a strategy analysis tool was used, the SWOT matrix, in order to identify strenghts, weaknesses, opportunities and threats to business; and finally, a questionnaire was applied to evaluate costumer behavior for the perspective of this specialty. Analysis of the results shows that the business has solid foundations for growth, supported by an audience that recognizes the importance of hair care, but still needs information and encouragement to look for specialized hair services. Based on these findings, marketing proposals suggested actions to disseminate knowledge about the specialty, as well as expand the networking and focus on product sales.