Endomarketing como estratégia de geração de competitividade: o caso de uma empresa do segmento alimentício

Abstract

This article aims to verify how endomarketing can promote the competitiveness of the company Sabores Secretos located in Mossoró/RN. For this, we sought to map the company's current internal marketing practices, understand the effects of internal marketing practices on competitiveness and propose internal marketing practices that generate more competitiveness for the company Sabores Secretos. Regarding methodology, this study is exploratory and descriptive. As for the means, it is characterized as field, telematized, bibliographic and case study. The population consisted of company employees, which totaled 8 individuals, with a non-probabilistic sample due to accessibility. Aiming to fully reach the specific objectives, the study also had a research subject, that is, the company's manager. The results showed that the company practices internal marketing consistently and fulfilled most of the mapping requirements. It was also verified that the actions idealized in advance, are executed and contribute directly to the internal environment of the company Sabores Secretos. Therefore, taking into account the mapping and the questionnaire carried out with the manager and employees, the company was presented with proposals for the implementation of new internal marketing methods in its internal environment, such as training, motivational campaigns, a bonus system and delegation of power, all focused on adding processes, together with those previously practiced.