Construção de estratégias mercadológicas para o aumento de participação no mercado de uma pousada na região Oeste de Santa Catarina

Abstract

The Brazilian tourism industry is growing increasingly generating a growing demand for both new companies and for the already consolidated to explore this market companies has been professionalized increasingly, in this environment are included marketing studies, which sought meet the demand needs and develop strategies that can create differential and competitive advantage over competitors. Taking this as the basis, this paper will study the marketing variables of the environment in which the studied company operates, these data will serve as a basis for development of marketing strategies, to maintain the current demand and create attractive to new customers, expanding the playing field company. The case study will be conducted in a rural tourism business, which depends on a semi-annual seasonality. Data collection will be conducted through interviews and observation. The work will contribute to the generation of knowledge on the subject, and also served as a basis for making strategic decisions for the company.