Planejamento e estratégias de marketing no Fortaleza Esporte Clube: Um estudo de caso

Abstract

Professional management is a topic that has been discussed within Brazilian soccer teams, especially after the creation of Law 14.193 of 2021, which regulates the creation of companies in soccer clubs. As a result, changes are taking place in a number of administrative areas, which is why this investigation turns its attention to the strategic and marketing planning of Fortaleza Esporte Clube (FEC). The starting question for this study is: in what way can strategic and marketing planning contribute as a competitive differentiator for Fortaleza Esporte Clube? Considering the guiding question, the study's general objective is to analyze and understand Fortaleza Esporte Clube's strategic and marketing planning process, identifying its practices, challenges and impacts on the team's consolidation. Methodologically, this is an applied study, with a qualitative and exploratory approach in terms of its objectives, using bibliographical research to understand the subject in the scientific literature, also based on interviews with the team's managers, in order to understand the main changes adopted by the club and their possible impacts. The results show that FEC is seeking to consolidate its position on the national and international soccer scene by professionalizing its management and setting clear objectives and targets. In this scenario, strategic planning and marketing actions are fundamental to the team's rise and growth. Finally, it can be concluded that the professionalization of soccer teams is still a challenge in Brazil, but teams like Fortaleza Esporte Clube are leading this movement, with management that is committed to the growth and success of Ceará soccer.