Construction Method of the Marketing Plan based on the Canvas Model for Incubated Companies
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Abstract
The aim of this study was to develop a method that optimizes the construction of a marketing plan for incubated companies. For this, as a study tool, the work of five incubated companies at the Centro Tecnológico de Desenvolvimento Regional de Viçosa (CENTEV) was followed. Through the studies, two marketing plans were developed for each company and created a model to elaborate a marketing plan based on the CANVAS method, which reduces the time, labour, human and financial resources of a planning, making the plan accessible to small and new companies. To do the CANVAS model for marketing, 8 essential topics of marketing were selected: target audience, goal, brand, digital marketing, environmental analysis, control measures, marketing mix and costumer relationship. However, it is known that companies present different realities and modes of activity in the market, so that a segmentation was used according to the degree of maturity in marketing of organizations, aiming to develop a CANVAS Marketing framework to contemplate different types of companies. With this, the model was applied in an intermediate level company, and the guidelines of its marketing plan were obtained in an objective, practical and easy-to-understand way. It is concluded that the proposed model optimized the time of preparation of a marketing plan and allowed companies to develop their marketing planning, which is relevant for their survival of in the market, ensuring competitive advantages and adaptation to constant global developments.
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