Estratégias de marketing adotadas por uma empresa de arquitetura

Abstract

The general aim of this study is to analyze how marketing strategies are developed in an architecture company, located in Fortaleza - CE. The investigation was characterized as an exploratory-descriptive, bibliographical-documentary research with a qualitative approach, configuring it as a case study. Data was collected through interviews with two of the firm's managers, enabling an in-depth understanding of the marketing practices. The results indicate that the marketing strategies implemented, especially digital marketing and relationship marketing, play a crucial role in consolidating the Scaler brand in the competitive market. The use of tools such as social networks, interactive models and participation in strategic events, such as CASACOR Ceará, has significantly increased the firm's visibility and credibility. In addition, the personalization of services and continuous monitoring of client expectations have contributed to customer loyalty and the generation of word-of-mouth recommendations, which are essential for the company's organic growth. The conclusions point to the importance of a well-structured marketing plan, aligned with the particularities of the architecture sector, as a competitive differentiator that promotes the company's sustainability and growth. The research reinforces the applicability of service marketing concepts in the architecture sector, highlighting the need for integration between internal and external marketing in order for the strategies adopted to be effective.