Análise do processo de personalização de projetos de apartamentos na etapa de construção: estudo de caso

Abstract

In order to remain in an increasingly globalized market, the construction industry has been adopting new commercial strategies to meet the needs of a more demanding, less standardized public that seeks differentiated products. The client is given the possibility of adapting, adjusting and adjusting the project to their individualIn order to remain in an increasingly globalized market, the construction industry has been adopting new commercial strategies to meet the needs of a more demanding, less standardized public that seeks differentiated products. The client is given the possibility of adapting, adjusting and adjusting the project to their individual needs. Projects can be flexible when they allow for more than one spatial arrangement, different uses and expansions. However, there can also be flexibility based on a single plan, when changes are allowed during the sales and construction phases. Such changes bring difficulties and problems to the construction company, requiring the definition of efficient process control, including clear forms of communication between the company and the buyer and also between the sectors involved in the production process. The objective of this paper is to study the internal process of customization in a project under construction, in addition to identifying the difficulties that are configured as limiting factors and suggesting improvements in the management of the process, aiming at optimizing it. By understanding the customization process and knowing the main difficulties, it becomes possible to identify new ways to collaborate for the implementation and consolidation, in addition to proposing improvements to the process. A case study was conducted, based on data analysis and suggestions for improvements for a construction company in the city of Goiânia. Documentary research was developed, in addition to field observations, unstructured interviews and process reconstruction, to understand the procedures adopted by the company to allow changes in the project requested by buyers. The difficulties and main problems with the adoption of customization by the construction company were raised, including the conflicts that occurred between the parties involved. In the second stage of the work, guidelines and a new process model were proposed, aiming to minimize the problems in these services. There are several levels of customization, but allowing free modifications constitutes a strategy that imposes challenges on the company, which starts to operate in a reactive manner.