Ações de endomarketing: um estudo de caso na Fábrica Fortaleza - Grupo Moinho Dias Branco

Abstract

In a changeable society and its unstable and globalized market, the endomarketing, the internal marketing comes up with a new conception, as a strategic resource in order to obtain competitive advantage, on account of having as groundwork the raising of the level of motivation and satisfaction of the employees in an organization. Due to this, occurs an improvement in the life quality of its employees, growth in individual performance and consequently in the organization development and its stability inside the market. Therefore this research intends to investigate how the applicability of the internal market may interfere in the organizational results. Having as main objective to identify which internal marketing actions are applied strategically in that organization under study, in order to provide greater motivation and employee satisfaction. With this perspective, there was a case study in Factory Fortaleza, group matrix M. Dias Branco. Based on the obtained results, it was verified the applicability relevance of internal marketing for an organization and it was analyzed its power of influence in performance indicators, such as quality, productivity and profitability, configuring it as an interference factor in the achievement process of organizational results.