O uso das redes sociais como um mecanismo de estratégia de marketing de microempresas virtuais: o caso "laços de Alice Ateliê"

Abstract

The research built on this work is based on the notions of marketing to private organizations which is described, according to Kotler and Armstrong (2015), as the management of the profitable relationship with the consumer market. Consequently, the concept exposed is inserted in a specific field of the current organizational daily life: micro-companies created from the entrepreneurship of necessity, where the object of study is the Ateliê Laços de Alice, a company of ties and accessories for children's hair. Based on this assumption, the general objective is to observe and reflect about the use of social networks in a small enterprise. Meanwhile, in relation to the specific objectives, it is understood that are: to study and describe the marketing turned to the entrepreneurship of necessity for Brazilian micro companies; to analyze the marketing practices developed by the micro company used as study objective, the “Laços de Alice Ateliê”; to observe how the micro entrepreneurs develop the activities and concur with medium and big companies and what's the effectiveness degree on this activity. The methodology of the project is developed from the qualitative bias of the studies aimed at marketing research with the use of social networks for the dissemination of products from small companies. From the results analysis, it was perceived that the social nets are the second way of clients buying motivation and that the store uses Instagram as its main marketing source. Finally, it was verified the importance of the marketing adaptation to reach several publics, according to the company's segmentation.