CONSULTORIA ESPECIALIZADA EM ESTRATÉGIAS DE MARKETING DIGITAL DE UMA EMPRESA DO SEGMENTO ESTÉTICO E BELEZA CORPORAL

Abstract

Nowadays, operating in extremely competitive markets, it is essential that organizations present competitive advantages and significant attributes for their consumers who are, at all times, more demanding in their preferences. It is essential that all organizations, whether large, medium or small, resort to the marketing consulting sector so that a specific plan is developed that allows better results in order to achieve their objectives. The general objective of this consultancy work was to identify the main mistakes made by a beauty and aesthetics company in the use of digital marketing as a marketing strategy, and to propose solutions for better use of this action based on the theoretical foundation of Kotler and Keller (2018); Soto (2002); Torres (2018); Mintzberg, Ahlstrand and Lampel (2010); Chleba (1999); Zenone (2007). Business consulting is mainly justified by the fact that digital marketing is an area that is still not very popular and unexplored by professionals in the field of aesthetics and beauty. The idealization and desire for the business to expand is great on the part of the entrepreneur, considering that digital marketing represents every effort to give visibility to the business, attract customers and make the entity recognized as an authority in the niche in which it operates. After carrying out the business diagnosis, where the main processes of the company were identified, it was observed that the marketing area needs specific interventions, o it suffers from failures in the dissemination of its services, preventing the organization from developing in the market and reaching a greater number of potential customers. Through the use of the SWOT tool, the positive and negative points were mapped, and the main mistakes that the owner was committing within the organization with her resistance to hiring a professional and specialized strategic marketing services. Based on the weaknesses identified in the organization, planning was prepared as a proposal for correction and improvement actions, using the 5W2h tool, with the aim of inserting the practice of planning and applying strategic actions into the business, which also contributed to modeling of the business through the Canvas tool.