A influência do composto de marketing no sucesso empresarial: o caso de uma industria têxtil em Minas Gerais

Abstract

In an atempt to find the reasons how Corporative Marketing Administration contributes to strategies difinitiond and competitive advantages construction it was elaborated a study of case in a Minas Gerais state familiar company from the textile industrial sector, morespecifically knitting mills sector, located in the city of Boa Esperança, with a relevant profile of economical growth and national market position. At the begining the surveilance focused the basic marketing elements: price, distribution, product and promotion. As research goes onthe its escope was expanded so that to allow the analisis of another elements of the company that enable a best comprehension if the reasons for its success. The data was colected by noparticipantobservation, participant observation, documental research, semi-structured surveilance with owners, managers and supervisors of several departaments and costumers. The content analisis allowed us to extract from the answers part of the elements that enable the comprehension of the questions. These data was compared with those ones obtained by the experience of the reseacher in the company during the research period, with secondary data obtained from internal documents and from some primary information colected byquestionnaires filled by employees. After the organization of all the data it was done a description of several processes including these information and comments of the researcher. The results give us a good idea of the possibilities to other companies that want to take seriouly the aspects of the 4 basic marketing elements and of some strategical possibilities toimprove market positioning and economical growth. It still shows that it is possible a stable growing in an unstable environments like in Brazil in the last 20 years. The company showed than and still shows nowadays that wiht a wise future view, fast reactions, criativity and focus on good opportunities it is possible to build a solid company with a aggressive market posture. Theoreticaly, this study of case contributes enlighting the relation between marketing management and competitive strategies in a attempt to explain how organizations can create and maintain competitive advantages.