Programa de Pós-Graduação em Administração
URI Permanente para esta coleção
Navegar
Navegando Programa de Pós-Graduação em Administração por Autor "Andrade Junior, Carlos Alberto de"
Agora exibindo 1 - 1 de 1
Resultados por página
Opções de Ordenação
Dissertação Acesso aberto Mapeamento conceitual das estratégias de marketing no varejo de pequeno porte(2018) Andrade Junior, Carlos Alberto deMarketing strategies express one of the ways a particular company competes in the market. This study developed a conceptual model that expresses the marketing strategies used in small retail of the branch of bakeries and confectionery, according to the perception of the store managers. The set of strategies analyzed covers the 6 P's marketing composite model (product, price, place, promotion, people and presentation). It is a mixed-approach study (quali-quanti), in the form of a case study. Data collection involved the application of a semi - structured interview, supported by an interview script with managers (managers and store supervisors) of a small company, from the bakery and confectionery branch of Greater Florianópolis / SC. The data were analyzed through the technique of cognitive mapping (SODA methodology), using descriptive statistical techniques. The results of the study indicate that the most used strategies are linked to product mix, distribution / location mix and advertising / promotion mix; that there are several strategies that are interrelated and influence the performance of other strategies; that the strategies linked to the product mix are the ones that have most impacted the performance of the business; and that there are differences in managers' perceptions regarding the use of strategies and impact on business performance. The study contributed to broaden the understanding about marketing strategies used in small retail, in that it allowed to identify the strategies are most used and which are the most impact on the business model, in addition to verifying the applicability of the method of conceptual mapping in the field of marketing theory and in the context of small retail.