Inovação tecnológica e lealdade à marca: estudo de uma empresa do ramo de estruturas metálicas na Região Sul do Brasil.

Abstract

The brand is an integrated system of actions that involve the commitment from the planning, delivery phase and all the maintenance of the material attributes and image of the business of a company. In this sense, the dissertation aims to elaborate a plan of insertion of the brand of a company of the branch of metallic structures in the southern region of Brazil. Through a qualitative and quantitative research and exploratory and descriptive type, in which 46 clients were randomly selected during the period from august to october 2014, as well as with 12 companies competing in the field of metallic structures. The data collection instrument wasperformed through questionnaires with closed questions and a data analysis plan was used to classify the data, through a tabulation process, represented through tables and graphs, according to the information obtained and better form of visualization. The data collected were grouped and performed textual and graphic interpretation through Excel spreadsheets, for the year 2014. As a result, the target audience and the positioning of the company under study could be defined, such as customers who needed specific metallic structures for the purchase, varieties of steel equipment for buildings, affordable prices, delivery of products on time and Budgets. In addition, it can be observed that the customers were satisfied with the products of said company, with respect to the price and quality thereof. As for the employees, they performed satisfactorily with the company's distribution channel and image. The research highlights the forces with the highest percentage: affordable prices, good service and support and postpurchase support; As for the weaknesses, with higher index was obtained the high competition and losses of good professionals for the competitors. Regarding the positioning of competing companies in the field of metal structures were well defined, as they have as suppliers of raw material companies with well-known brands, with affordable prices and quality material, with similar strengths and weaknesses with the company under study, and Has as attributes the prices according to each project, but accessible, as well as, the delivery of the products in the determined term. It was possible to develop such a plan of insertion of the brand in the company in question, where it shows that it can use and contribute to maintain, care, and mainly manage in a professional way its brand, through the suggested strategies it is believed that such a goal will contribute for insertion making it strong and selling.