Estratégias de Marketing utilizadas em uma empresa do setor de moda.

Abstract

With the growth and increase of competition in the fashion industry, companies need to seek more and more ways to excel in the market with a view to survival and success. Taking into account this significant increase in competition, the development of marketing strategies can be key to success. Thus, it was necessary to study how companies are using the strategies studied to excel in the market. The general objective of the research was to analyze the company TL Modas regarding the use of marketing strategies to stand out in the Market. The research was characterized as exploratory, using a qualitative approach. For data collection, an interview was conducted with the entrepreneur through a semi-structured script based on the theory of marketing strategies. Based on the data collected, it was possible to verify that since the beginning of the company the activities are carried out in an empirical way, based solely on observations of the entrepreneur, who does not perform any structured analysis or study to aid in its decision making process. As a consequence of this lack of theoretical basis, the strategies present flaws that leave the company vulnerable to the market and competition. For this, some types of research were suggested based on the weaknesses perceived through the study.