Plano de Marketing da Malo Clinic China

The Chinese economy has seen an increase in recent decades, also motivated by the increase in consumption by the general population. This growth in national wealth has led to an environment more conducive to national investment, which translates into improvement and the search for quality of life. In this panorama, the evolution of the services sector and in particular of medicine and the dental industry stands out. In this context, this TFM intends to contribute to a better knowledge of this sector in China, through a proposed Marketing Plan for Malo Clinic, a company that is a reference brand in its sector, in the international panorama. For the elaboration of the project, a mixed methodology was used, that is, it was used descriptive-explanatory research methods, which allowed the authorization of both qualitative and quantitative information. In this context, an online survey was applied, with the objective of obtaining information regarding the buying behavior of consumers in the oral health sector in China. The structure of the Marketing Plan follows the reference framework presented in this project. Based on the data collected, proposing actions within the scope of the Marketing Mix, whose main purpose would be to achieve the goals for the brand, that is, increase the number of followers on the social networks Weibo and Taobao to 10,000, increase the frequency of reading from articles in Wechat to the measures of 1000, and improve financial results by increasing the annual yield by 10%.