Marketing Communication Strategies: A Study in a Civil Construction Company in Gurupi - To

Abstract

The constant changes in customers' wants and needs require companies to take a more aggressive position in the market to face competitors. For this, companies need to adopt marketing strategies that enable adding value to their products and / or services, since, competition is more fierce, the desire for leadership in the market is the new trophy and staying alive within that market is not more a matter of luck, it is a question of knowledge and attitude. Marketing communication planning is important for the company to understand the market in which it operates and (or) intends to operate, the target audience it intends to reach and what message it wishes to convey. In view of this, the focus of this work was to analyze the marketing communication strategies of a company in the civil construction sector of the Gurupi - TO trade. The research was characterized as descriptive, exploratory and as a case study. The data were collected through an interview with the manager of the studied company and it was concluded that the organization uses few communication marketing strategies, as the company communicates with customers only by telephone (always), e-mail ( always), television (sometimes) and Instagram (always), does not have an annual value directed to the communication area and there is no specific person to prepare the plan and evaluate the return (feedback) of the marketing strategies implemented in the organization.