Um estudo sobre as vendas da empresa Fênix Brasil Jeans levando em consideração as ações do marketing de relacionamento

Abstract

The present article is a case study carried out in the company Fênix Brasil Jeans located in the city of Goiânia-Go, aimed at reporting the company's changes after the marketing actions and how the actions impacted sales. For the research, the relationship methods between customer and company were analyzed, and how the company uses marketing actions to strengthen the brand and build customer loyalty. As a source of information, two questionnaire models were prepared using the googleforms platform with qualitative questions, which were distributed in September 2021. The first questionnaire was applied to the sales team together with the commercial manager, with 6 respondents and the other was applied to 1 marketing manager of the company, totaling 7 respondents, the survey results are displayed through graphics and descriptions. It is noteworthy that the survey was carried out in the pandemic year where the company fully invested in marketing actions. The analysis was carried out between the months of February and September 2021. As a result, it was found that marketing actions changed the direction of sales, as well as contributing to the strengthening of the brand and to a better relationship with its customers. Thus, the company expanded its service system and started to use new forms of service and new behaviors to gain and ensure their loyalty.