ANÁLISE DE MERCADO DAS HAMBURGUERIAS ARTESANAIS DO BAIRRO DA PITUBA EM SALVADOR – BAHIA, NO ANO DE 2022

Abstract

This study focuses on marketing analysis using Porter's five forces in artisanal hamburger companies in the neighborhood of Pituba, in the city of Salvador, in the period 2022. Within this bias, the question is: in what way can a marketing analysis carried out through Porter's five forces and the SWOT analysis (Strenghts, Weaknesses, Opportunities, and Threats) contribute strategically to the diagnosis of a business implementation? The general objective of this research was to analyze the artisanal hamburger market in the Pituba neighborhood within the marketing perspectives of Porter's five forces, through a deductive qualitative approach of exploratory nature, using maps to evaluate Porter's strategies for hamburger restaurants in the Pituba neighborhood. The result of the research was a SWOT analysis. The conclusion is that this marketing analysis can contribute significantly to the implementation of a business, but that further studies are necessary for this purpose.