Marketing estratégico: Um plano de intervenção para artesãos de um município do Centro-Oeste de Minas Gerais

Abstract

In a context marked by the increasing digitalization of markets and the growing appreciation of local cultural identities, handicrafts stand out as both an economic activity and a relevant sociocultural expression for regional development. In this scenario, marketing strategies become important tools to increase visibility and competitiveness within the sector. This study aimed to analyze consumer behavior regarding local handicrafts in the urban area of Piumhi-MG, identifying perceptions, consumption habits, purchasing criteria, and expectations related to marketing strategies, in order to support the development of an intervention plan aimed at strengthening the sector. The research adopted a qualitative-quantitative approach, applying a structured questionnaire to 378 consumers. Descriptive statistics were used to analyze closed-ended questions, while open-ended responses were examined through content analysis, and a SWOT matrix was applied as a strategic diagnostic tool. The results indicated that local handicrafts are recognized and positively evaluated by consumers, especially regarding quality, originality, and cultural value. However, insufficient promotion was identified as the main weakness limiting the expansion of consumption and the frequency of purchases. Based on this diagnosis, an intervention plan was structured around four strategic axes: digital marketing, customer engagement and loyalty, expansion of distribution channels, and the promotion of cultural identity.