Strategies of marketing in the small companies of the civil construction subsector constructions of Fortaleza / Estratégias de marketing nas pequenas empresas da construção civil subsetor edificações de Fortaleza

AUTOR(ES)

Victor Rabêlo Brito

DATA DE PUBLICAÇÃO

2007

RESUMO

The work treats of the analysis of the marketing strategies used by the small companies of the Industry of the Civil Construction Subsector Buildings of Fortaleza, being admitted that the use of the marketing strategies helps the small companies to obtain some type of competitive advantage what ends for helping them to survive to the competition of the segment, above all the competition of averages and great companies, therefore possessors of more competitive resources. The companies were defined as small in agreement with specific criterion of the Brazilian Service of Support to the Personal computer and Small Companies - SEBRAE for companies of the Industry of the Civil Construction Subsector Buildings. The theoretical references approaches themes as strategy; strategic administration with sectorial and environmental analyses, generic competitive strategies, analysis of the competition; and marketing strategies. Soon afterwards the Industry of the Building site is characterized with deepen of the Subsector Buildings. Are also characterized the small companies of the Subsector. The sample was selected as the probabilistic method, is of the type simple random sampling without replacement that checks to the sample inference power on the population. The population totaled 27 (twenty-seven) companies and sample 10 (ten), it was made use of structured interviews. The study contributes when evidencing which are the marketing strategies more used by the small companies of the Industry of the Civil Construction Subsector Buildings of Fortaleza, and that it forms those strategies have been helping those companies to obtain competitive advantages in their segment of performance. The study points that the price strategy is the one that has been the most viable to the small companies of the Industry of the Civil Construction Subsector Buildings of Fortaleza to obtain competitive advantage.

ASSUNTO(S)

construção civil - ceará marketing administracao

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