Análise da Construtora Rocha Cavalcante Ltda utilizando como parâmetro o composto de marketing.

Abstract

The present study analyzed the marketing practices adopted by Builder Construtora Rocha Cavalcante LTDA, using as parameter the made up of marketing considered by Kotler (2000). For such, it was used as research strategy the case study, getting data through documentary research, direct comment and interviews not structuralized with managers and the company collaborators. The gotten results allow to conclude that the company presents in its marketing practices diverse points that deserve special attention, face to the necessity of changes in some of its strategies when it comes to the analyzed made up of marketing. Concerning to the product, it was observed that although being detainer of a well appraised mark in the local market, the company needs to be more flexible with the development of the product from the Project itself, searching a better interaction between the sales, architecture and engineering sectors. Concerning to the price, it is essential that the company is intent to the aspects of the country monetary politics, as to the inflation and the levels of the currency readjustment, in order to guarantee a better financial planning and commitment with the customer. Related to the studied aspects concerning the distribution, the company needs to increase salesmen actions as well as to improve the signaling of the sales point. Finally, the use of the sales tools is badly presented, because of the management ancient practices that disables the use of actions hardwired to the current trends of the market.