Estudos de marketing e risco para uma empresa especializada em projeto de sistema e prevenção contra incêndio

Abstract

The contemporary business environment of microenterprises, characterized by complexity and intense competitiveness, demands well-founded strategic decisions. In this context, this study examines how marketing and risk analysis approaches can be integrated to enable and foster the sustainable growth of PREVENG Engenharia, a small enterprise operating in fire and panic safety engineering projects (SPCI). Methodologically, it is a field study with a qualitative, exploratory, and descriptive approach, supported by action research, document analysis, and interviews with the company’s partners. Adopting a holistic perspective, the study encompasses concepts such as the 4Ps/8Ps of marketing, the SWOT matrix, the empathy map, the customer journey, and the strategic roadmap. The results reveal that PREVENG Engenharia demonstrates technical quality and personalized service as key strengths, counterbalanced by low visibility, a lean organizational structure, and reliance on word-of-mouth communication. The external environment is marked by a growing demand for regulatory compliance and a shortage of qualified professionals. Furthermore, the findings emphasize the need for a structured digital marketing strategy (website, content creation, Google Ads), a clear market positioning, and systematized processes, all aligned with a five-year roadmap comprising internal structuring, portfolio and value proposition development, automation integration, regional expansion, and brand and certification consolidation. In sum, the objectives were achieved, providing practical contributions and a solid organizational theoretical foundation, built upon the methodological articulation of diverse tools and approaches.