Estratégias de branding para uma empresa de consultoria comercial: um estudo da percepção do mercado consumidor

Abstract

Regardless of size or segment, all companies entering the market seek to develop the best positioning strategies to communicate their value proposition to the target audience. And, unlike companies that sell products, service companies rely on the intangibility of their final product, highlighting the importance of adding value to the way the company positions itself. Building this positioning can generate a competitive advantage for the company that will make it stand out from the competition, ensuring its place in the consumer's mind. So, it is necessary to understand the market, its needs and perceptions about a particular segment, in order to devise strategies that reduce the barriers to entry for new companies. Therefore, this work directed its efforts to build a position for Merkury Consultoria Comercial, so that it is remembered in its segment of operation. For this, an exploratory research was carried out, with a quali-quantitative approach, with a non-probabilistic sampling with a transversal time cut, made through the application of questionnaires with responsible of the commercial area of companies. The results showed a low level of public knowledge about the segment addressed, in addition to showing how much the cost-benefit ratio is relevant within the purchase decision process, providing inputs for the company to apply strategies that are consistent with the need for Marketplace.