Um estudo de caso sobre as estratégias de comercialização de bebidas na microrregião do Sertão do Pajeú adotadas para a expansão de um grupo empresarial

Abstract

This research analyzes the process of marketing the beverage market in the Northeast region of the Interior of the Pajeú, showing what are the main strategies adopted by a business group to expand in that market and become a strong competitor in this thread. For that, the consumer profiles were identified, as well as the marketing channels of this market, being a.s ROUTE (canal formed by hypermarkets, supermarkets, grocery stores, big small convenience stores and warehouses/ grocery stores), COLD (the markets consisting of bars, pubs, gyms, clubs, bars, bars, discos, restaurants, trailers, tents, kiosks, massage parlours, pizzerias) and SUB (characterized by the composition of wholesalers and warehouses of drinks). The marketing of this market with the accession of well-defined strategies seek to increase the productivity of a company and make it more efficient. Using secondary data basically obtained by the company analyzed for the period from 2013 to 2017. It was found that the success of this market is connected with the execution of market strategies, program participation of market and price policy, where in addition to increase your profits, sales and billing, the investments in this sector yield to a company your territorial expansion and makes it more competitive to obtain results to raise the market Share of products that are marketed.