Strategic marketing plan for Sant'Anna

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Sant’Anna, a producer of traditional handmade ceramics, has been facing during the last years, a decrease on sales through its international distributers. The marketing plan here presented aims to solve this problem with a set of marketing programs to be implemented in the potential markets that were defined in a research process. The first markets where Sant’Anna should invest, and the ones to which this plan is addressed, are the United Arab Emirates and Saudi Arabia. The fundamentals of this plan should be used in the other potential markets but always taking into account that some programs need to be aligned with the specificities of each market. The new product, promotion, distribution and pricing strategy here recommended expect to leverage the overall sales creating a positive impact on the company’ results of nearly 380.000€ in a five-year period.