Planejamento Estratégico de Marketing: análise do mix de marketing no setor de móveis planejados

Abstract

This investigation aimed to conduct a case study to analyze and propose intervention measures for the strategic marketing planning of a custom furniture company in the Alto Paraopeba region, Minas Gerais, Brazil. An applied, qualitative–quantitative study was carried out. Data were collected through a semi-structured interview, non-participant observation, and social media analysis, and were interpreted using content analysis. The joinery workshop (research site) stands out for the quality of its finishing and cost–benefit ratio, fast delivery, company location, and positioning on Instagram. However, it presents weaknesses, such as a lack of innovation, limited internal organizational space, and distant communication with consumers on Instagram due to lack of planning. Accordingly, intervention measures were proposed to mitigate these gaps and generate value for the company’s customers. Despite the inherent limitations concerning the generalizability of the findings, this study makes a meaningful contribution by advancing practical improvements within the analyzed context and by fostering further research in the sector.