Marketing Plan for an Online Business: A Case Study

The aim of this study is to define the most appropriate marketing strategy, as well as develop a marketing plan to increase brand recognition, for a newly created Brazilian company called Probate for Dummies, which operates in the online resale of inherited assets. The data that provide the basis for this study was generated through semi-structured interviews applied to a sample formed by the owner of the company, followed by specialists in different fields of knowledge which may directly influence the business. As for the main outcomes, this project unfolds the key factors of both micro and macro environments of the company, in the form of a SWOT and PESTEL analyses, as well as the analysis of the Porter's five competitive forces. In the sequence, a marketing central strategy was delineated through themarket segmentation, target selection and positioning definition, which guided the marketing objectives to be pursued. Thereafter, based on those marketing objectives, a marketing mix was composed based on the 7P's (Product, Price, Placement, Promotions, People, Process, Physical Evidence). Furthermore, an operational plan composed by specific actions addressed to each marketing goal was settled, along with the budget and schedule of implementation. Regarding the conclusions, a market penetration strategy shows to be the most suitable for this business, with development of new services for the costumers of the niche it acts. Yet, the strategy is intensively based in terms of promotion, especially in segmented digital marketing.