Desenvolvimento de um plano de marketing para uma agência de viagens da cidade de Londrina (PR)

Abstract

Marketing is the sector responsible for the link between the company and its target audience. When its tools are used correctly, the company attracts people interested in consuming its product or service. The focus of this study was directed to a travel agency located in the city of Londrina (PR), where the central objective was the development of a marketing plan. Using an approach based on quantitative and qualitative data, the research aims to thoroughly understand the object of study and its operational processes. In this case study, the analysis undertaken covers the identification of the target audience, a meticulous assessment of the internal and external environments, culminating in the formulation of a SWOT analysis. This SWOT analysis, in turn, supports the precise definition of strategic and tactical objectives to enhance the agency's performance and reach, consolidating the study with the elaboration of a detailed schedule of activities to be innovative over time. In summary, this work not only aims to understand the dynamics of the travel agency, but also aims to offer concrete strategic directions to improve its presence and impact in the market.