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In an increasingly competitive environment, organizations need to develop differentiated marketing strategies to meet your target audience. In this sense, the study aims to present the procedures for the preparation of a marketing diagnosis in a winery located in the region delimited by the Provenance Indication of the Valley of Goethe Grape. Methodologically it characterized as an applied, descriptive and literature, using the deductive method of investigation with a qualitative approach. The research strategies, was made use of desk research and a case study, by non-participant observation technique and in-depth interview. They observed forces to be deployed to customers and some weaknesses that need to be addressed to strengthen the positioning of the wine market and expand its operations and participation. After identifying the strengths and weaknesses, threats and opportunities analyzes were performed these points using the SWOT matrix. The data point to the need for attention to the compound marketing promotion..

DIAGNÓSTICO MERCADOLÓGICO: um estudo em uma vinícola nos Vales da Uva Goethe – Santa Catarina