O trabalho trata da anÃlise das estratÃgias de marketing utilizadas pelas pequenas empresas da IndÃstria da ConstruÃÃo Civil Subsetor EdificaÃÃes (ICCSE) de Fortaleza, admitindo-se que o uso das estratÃgias de marketing ajuda as pequenas empresas a obterem algum tipo de vantagem competitiva o que acaba por ajudÃ-las a sobreviver à concorrÃncia do segmento, sobretudo a concorrÃncia de mÃdias e grandes empresas, portanto possuidoras de mais recursos competitivos. As empresas foram definidas como pequenas de acordo com critÃrio especÃfico do ServiÃo Brasileiro de Apoio Ãs Micro e Pequenas Empresas â SEBRAE para empresas da IndÃstria da ConstruÃÃo Civil (ICC). O referencial teÃrico aborda temas como estratÃgia; gestÃo estratÃgica com anÃlises setorial e ambiental, estratÃgias competitivas genÃricas, anÃlise da concorrÃncia; e estratÃgias de marketing. Em seguida caracteriza-se a IndÃstria da ConstruÃÃo Civil (ICC) com aprofundamento do Subsetor EdificaÃÃes (SE). SÃo tambÃm caracterizadas as pequenas empresas do Subsetor. A amostra foi selecionada conforme mÃtodo probabilÃstico, à do tipo amostragem aleatÃria simples sem reposiÃÃo o que confere à amostra poder de inferÃncia sobre a populaÃÃo. A populaÃÃo totalizou 27 (vinte e sete) empresas e amostra 10 (dez), fez-se uso de entrevistas estruturas. O estudo contribui ao evidenciar quais sÃo as estratÃgias de marketing mais utilizadas pelas pequenas empresas da ICCSE de Fortaleza, e de que forma essas estratÃgias tÃm ajudado essas empresas a obterem vantagens competitivas em seu segmento de atuaÃÃo. O estudo aponta que a estratÃgia de preÃo à a que tem sido a mais viÃvel para que as pequenas empresas da ICCSE de Fortaleza obtenham vantagem competitiva. / The work treats of the analysis of the marketing strategies used by the small companies of the Industry of the Civil Construction Subsector Buildings of Fortaleza, being admitted that the use of the marketing strategies helps the small companies to obtain some type of competitive advantage what ends for helping them to survive to the competition of the segment, above all the competition of averages and great companies, therefore possessors of more competitive resources. The companies were defined as small in agreement with specific criterion of the Brazilian Service of Support to the Personal computer and Small Companies - SEBRAE for companies of the Industry of the Civil Construction Subsector Buildings. The theoretical references approaches themes as strategy; strategic administration with sectorial and environmental analyses, generic competitive strategies, analysis of the competition; and marketing strategies. Soon afterwards the Industry of the Building site is characterized with deepen of the Subsector Buildings. Are also characterized the small companies of the Subsector. The sample was selected as the probabilistic method, is of the type simple random
sampling without replacement that checks to the sample inference power on the population. The population totaled 27 (twenty-seven) companies and sample 10 (ten), it was made use of structured interviews. The study contributes when evidencing which are the marketing strategies more used by the small companies of the Industry of the Civil Construction Subsector Buildings of Fortaleza, and that it forms those strategies have been helping those companies to obtain competitive advantages in their segment of performance. The study points that the price strategy is the one that has been the most viable to the small companies of the Industry of the Civil Construction Subsector Buildings of Fortaleza to obtain competitive
advantage.
| Identifer | oai:union.ndltd.org:IBICT/oai:www.teses.ufc.br:1787 |
| Date | 07 February 2007 |
| Creators | Victor RabÃlo Brito |
| Contributors | Sandra Maria dos Santos, Josà Ednilson de Oliveira Cabral, Josà de Paula Barros Neto |
| Publisher | Universidade Federal do CearÃ, Programa de PÃs-GraduaÃÃo em AdministraÃÃo e Controladoria, UFC, BR |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da UFC, instname:Universidade Federal do Ceará, instacron:UFC |
| Rights | info:eu-repo/semantics/openAccess |
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