Elaboração de um plano de promoção para uma construtora de Aparecida de Goiânia/GO

Abstract

Marketing has become an essential part of organizations, including in the area of civil construction, which has a relevant role in the Brazilian economic scenario. The marketing mix, also known as the Marketing mix, encompasses the 4Ps of Marketing: product, price, place and promotion. The demand for products and services depends on the way they are presented in the market, in order to satisfy the needs of consumers. Therefore, the development of a promotion plan is the best way to achieve the desired objective. This study aimed to develop and propose a promotion plan for a construction company in Aparecida de Goiânia - GO. Initially, a semi-structured interview was conducted with the director and the administrative manager, to identify the characteristics of the company. From that, it was possible to define mission, vision and values, identify strengths and weaknesses, as well as opportunities and threats, perform segmentation, define the target audience and the desired positioning, identify the marketing objective, elaborate and propose the business plan promotion and, finally, define the indicators for measuring the results. After implementation, it is expected that there will be improvements in the company / customer relationship and an increase in the number of qualified requests for quotes.