Análise dos processos mercadológicos comerciais de uma empresa moveleira

Abstract

This work presents a case study conducted in a furniture company established in the Serra Gaucha region, aiming to identify how the company carried out its actions for the opening of exclusive brand stores in Latin American countries, with the goal of expanding into the Peruvian market. Based on the actions being taken by the company in its factory restructuring, reducing dependence on international inputs, and investing in internal machinery, international expansion becomes a reality. The study eveloped a theoretical framework addressing the topic of PESTEL analysis and a comparison of the already approved countries, including Bolivia, Costa Rica, Paraguay, Uruguay, and later Peru, based on this analysis. Two research procedures were employed to develop the study: the first one being quantitative in nature, based on compiled data from international organizations' websites, and the second one being qualitative, involving a questionnaire administered to store directors and the company's sales director. The topics presented unanimously show an initial contact by the retailers, which leads to the initiation of contractual processes after exchanging information. The results of the PESTEL comparison among the studied nations reveal similarities and differences in the characteristics established in the development of this study. Thus, the importance of a more in-depth market analysis when choosing the country and the representative to promote the brand became evident. [resumo fornecido pelo autor]