Adoção do composto de marketing e o alinhamento com os objetivos organizacionais na empresa F Design

Abstract

The individual Micro entrepreneur (MEI) is fundamental to Brazil's economic development. To remain competitive, it is essential to utilize tools that keep pace with market changes, and digital marketing serves as a key resource for business success. This study consists of a diagnostic conducted at F Design to evaluate the adoption of the marketing mix and identify areas for improvement. This technical report analyzes the implementation of the marketing mix by F Design—a web design firm—and its alignment with organizational objectives. The study aims to contribute to the economic development of Individual Microentrepreneurs in Brazil. Data was collected through qualitative analysis of interviews conducted with the microentrepreneur using a semi-structured questionnaire. The findings indicate that F Design demonstrates compliance across its 4 Ps, requiring only minor adjustments between theory and practice to further evolve within the market. A critical finding of the diagnostic was the discovery of a legal/structural discrepancy regarding the company’s National Classification of Economic Activities (CNAE) registration; because graphic design is considered an intellectual activity, it does not qualify for MEI status. Additionally, the concept of Promotion was found to be vital for the company, connecting the other Ps and adding value to the brand image. A SWOT analysis identified strengths and areas for growth, signaling strategies to expand the client base. By implementing these actions, F Design can stand out in the market and achieve its goals. For the final recommendations, the study proposes literature-based alternatives to address identified weaknesses, aiming to support the objectives of both the business and the entrepreneur.