Análise das estratégias de marketing utilizadas em duas madeireiras

Abstract

The timber industry in Brazil stands out as an example of a circular bioeconomy, promoting economic growth combined with environmental preservation and positive social impact. In 2023, the sector reached 10 million hectares of plantations, with 76% occupied by eucalyptus — an increase of 41% in ten years —, followed by pine (19%) and other species on 500 thousand hectares. Practices such as mosaic planting and the recovery of degraded areas consolidate the sector's position in the global market, generating 2.69 million jobs and exports of US$ 12.7 billion. In this context, this research aimed to analyze how marketing strategies influence the performance of two timber companies located in Maceió-AL and Londrina-PR, highlighting the importance of marketing in the forestry sector for economic, social and environmental results. Data collection took place in October 2024, through interviews with managers, comparing the practices adopted with theory. The results revealed distinct strategies: the company from Maceió adopts a differentiation approach, prioritizing agility, innovation and a broad and varied market. The company from Londrina, on the other hand, follows a concentration strategy, focused on specific niches, such as forestry projects with African mahogany, reinforcing its specialization. Both use digital marketing, but in different ways: Maceió focuses on Google and Instagram, while Londrina invests in blogs, capture pages and paid traffic, highlighting different levels of digital maturity. Although both measure the success of their campaigns by sales growth, the absence of complementary metrics was observed. It is recommended to expand performance indicators, including metrics such as digital engagement and budget requests, providing a more comprehensive view of the effectiveness of marketing actions. In addition, strategies aligned with sustainability are essential to strengthen the image of companies and respond to the growing demand for responsible products, boosting their competitiveness in the forestry sector.