PLANO DE AÇÃO ESTRATÉGICO DE MARKETING PARA PAPELARIA LOVELY KIKA NO MERCADO DIGITAL COMPETITIVO

Abstract

This study aims to develop a strategic marketing plan for the e-commerce of Lovely Kika, a family-owned stationery store, seeking to consolidate its digital presence, strengthen engagement with its target audience, and boost sales. The research adopts a case study approach, analyzing the current stationery market landscape, its challenges and opportunities, as well as the factors influencing consumer behavior in the digital environment. The literature review is based on renowned authors in the field of strategic and digital marketing, along with scientific articles, market studies, and specialized publications. Methodologically, the study follows the marketing plan structure proposed by Ambrósio (1999), adapting it to the company’s reality. The research findings indicate that an effective strategic plan can significantly enhance the business's competitiveness and sustainability, highlighting the importance of well-targeted digital strategies for consumer experience and loyalty. It is concluded that the developed plan is economically viable and applicable, providing essential guidelines for the structured growth of Lovely Kika in the digital market.