Marketing 5.0 e planejamento estratégico em pequenas empresas: evidências de um estudo de caso no setor imobiliário

Abstract

This study proposes a strategic marketing plan for a company in the real estate sector, considering the transformations caused by globalization, technological advances, and changes in consumer behavior. The research adopted a qualitative approach, with a descriptive nature and a case study as the technical procedure. Data collection was carried out through a semi- structured and the analysis was conducted based on the content analysis technique. The study is justified by the development of a diagnosis that guides the construction of a strategic marketing plan, ensuring that marketing initiatives are aligned with organizational objectives and enabling the development of a strong brand in the market. The results show that although it is a small-sized organization, it uses advanced marketing and management tools, such as CRM systems and paid traffic strategies, demonstrating adherence to contemporary market practices. This article integrates concepts of strategic management and marketing, SWOT Analysis, Marketing Mix, and Marketing 5.0, highlighting that technologies must be associated with the management of human-centric approach and relationships to build competitive advantage. It also emphasizes how the adoption of strategic marketing planning contributes to decision-making, brand consolidation, and sustainable growth in a highly dynamic and competitive market.