Estratégias e processos no setor de marketing: o caso de uma empresa de produtos naturais em Maceió-AL

Abstract

The present work aims to analyze the marketing processes of a natural products company in Maceió, Alagoas. The specific objectives include examining the role of marketing in the company, as well as identifying marketing strategies to improve the company's performance. To meet these objectives, a qualitative research approach was employed, including a case study and exploratory analysis. Primary data was collected through the observation of daily activities and interviews with the company's owner. The delimited study area included the Habitus Fit Natural Products company, located in the Tabuleiro dos Martins neighborhood in Maceió, AL. The data collection process included detailed observation of daily operations, the creation of 3Q1POC tables, the development of flowcharts, and the identification of potential process gaps. The research results indicate that the company has robust strategies in place, such as effective use of social media and a continuous quest for customer feedback. However, areas for improvement were also identified, including consideration of offline marketing strategies and the implementation of a formal loyalty program. Additionally, it is crucial to align the pricing policy with the company's objectives and marketing strategy. In conclusion, in a highly competitive market, the company should adopt a diversified and data-driven approach, implement offline marketing strategies, a loyalty program, ongoing data analysis, and price management while maintaining excellent customer service, thus creating a solid foundation for sustainable growth in the future.