A contribuição da força de vendas de Restaurante Degustar B&Son’s, na definição de marketing estratégico

Abstract

Currently, with technological advances, customers are increasingly demanding and desirous in the search for quality services. It is essential that catering organizations rely on marketing strategies for the management of their business and bring a differential in the market. This research aimed to analyze, identify and map marketing strategies, especially with regard to sales, in aspects related to prospecting, retention and customer loyalty. For this, it sought support in the following theoretical elements: marketing, sales force strategies, customer loyalty and marketing mix. In the methodological scope, a qualitative and quantitative descriptive research was carried out, through interviews and a questionnaire survey for the manager and customers of the Degustar B&Son's restaurant, located in the 1° de Maio neighborhood, in the municipality of Matola. The results show that the company does not have sales marketing practices or customer loyalty, however not aligned with a strategic perspective.