文章基本信息

标题：Análise das estratégias mercadológicas da Vila Rica Tecidos em Campina Grande-PB
作者：João Moraes Sobrinho ; Aracelly Batista Nogueira
期刊名称：SINERGIA - Revista do Instituto de Ciências Econômicas, Administrativas e Contábeis
印刷版ISSN：2236-7608
出版年度：2013
卷号：15
期号：2
页码：9-19
语种：Portuguese
出版社：Universidade Federal do Rio Grande, FURG. RG/RS - BRASIL.
摘要：In an increasingly competitive environment, is a task of management need to help organizations to develop solutions and strategies to adequately serve their market. Consistent marketing strategies allow organizations to achieve results and ensure their survival. The objective of this study was to analyze the marketing strategies of the organization Vila Rica Tecidos in order to verify their suitability to the current competitive landscape. The research, featured as a case study, exploratory and descriptive, we used structured interviews and literature for its operation. The company has no marketing strategy or a consistent stance clear strategic, fact evidenced by the lack of marketing planning, lack of key environmental variables that affect organizational outcomes and little knowledge of the strategies of competitors. It appears that the organization does not have an object of study design or marketing strategies, integrated marketing, which reduces their competitiveness, threatening their survival in the medium term. It is suggested the adoption of strategic marketing planning for the company to know in depth all aspects of the environment that have implications for their results, the adoption of the niche strategy and the development of customized services to better competitive positioning.
关键词：Planejamento Estratégico. Estratégias mercadológicas. Pequena empresa.