Gestão estratégica de marketing no segmento varejista: um estudo de cao do supermercado Canadá de São Mateus do Maranhão - MA

Abstract

The present work has the objective of analyzing the actions of the Strategic Marketing Management of the Supermercado Canadá of the municipality of São Mateus do Maranhão - MA, through a case study. Before that, it was fundamental to understand the concepts of Marketing and Planning, their types and importance to management.Complementing the theoretical basis, it was important to make a connection with Strategic Marketing Management, where the SWOT analysis variables, competition environment, portfolio analysis, segmentation, positioning and the 4 Ps of marketing were worked out, finalizing With the concepts of retail and marketing applied to retail. Based on the objectives, descriptive and exploratory research was carried out, with a qualitative and quantitative approach. Considering the technical procedures, bibliographical research, survey and case study were carried out. From there, sampling was defined for convenience and data were collected in two ways: a semi-structured interview with the manager and a semi-open questionnaire with the clients.The data were treated through content analysis. Based on the answers, discussions were made on each question, having predominant relevance in the variables in relation to the Products and the Place, with high levels of satisfaction. However, the Price and Promotion variables also obtained good evaluations, but with relatively less favorable indexes. It indicates a care that the company must have to balance the 4Ps, but it is not enough to worry. Therefore, in view of the proposed objectives, it can be concluded that the actions of the Supermercado Canadá Strategic Marketing Management are satisfactory for its organizational performance