Análise no comércio do super Box 24h para implantação do trade marketing

Abstract

This study aims to analyze the impact of implementing trade marketing in the food retail sector of Super Box 24h in Goiânia, identifying how this strategy can contribute to increasing sales, fostering customer loyalty, and negotiating commercial contracts with supplier industries. The research adopts a qualitative and quantitative approach, utilizing an interview with the company's CEO and questionnaires administered to customers and suppliers. The results indicate that, although Super Box 24h demonstrates relevant initiatives in customer service and sales management, the lack of a formal trade marketing structure limits the potential for strategic partnerships and promotional actions. The analysis highlights the need to align the company’s internal objectives with those of its partners, improve communication with the end customer, and adopt technologies to monitor and evaluate consumer behavior. It is concluded that implementing a more structured trade marketing strategy can strengthen the company's market presence, increase customer satisfaction, improve relationships with suppliers, and introduce a new way to monetize the business, highlighting the role of this tool as a competitive advantage.