PLANEJAMENTO ESTRATÉGICO E DESEMPENHO EM MARKETING NO SETOR SUPERMERCADISTA: EVIDÊNCIAS DO ESTADO DE SERGIPE

DOI:

https://doi.org/10.17564/2316-3143.2025v9n2p76-90

Authors

  • Avilemily dos Santos Oliveira
  • Joice de Souza Silva
  • Stephany Brito UNIT-SE
  • Nathanael Victor da Conceição
  • Ivânia Maria de Morais Souto

Published

2025-09-01

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Issue

Vol. 9 No. 2 (2025)

Section

Artigos

License

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Abstract

ABSTRACT

This study aims to analyze the influence of marketing strategies on the marketing performance of companies in the wholesale supermarket sector in Sergipe. The research adopted a qualitative approach, based on the multiple case study method. Two companies with different profiles regarding origin, organizational structure and management model were analyzed. Data were collected through semi-structured interviews with managers and marketing professionals, in addition to the analysis of institutional documents. Data interpretation followed the content analysis technique. The results indicate that both companies use marketing planning as a strategic instrument, although they present different levels of sophistication. The strategies adopted involve frequent promotional actions, themed campaigns and the intensive use of digital channels. Marketing performance is assessed based on indicators such as sales volume, market share and customer loyalty. The research reveals that marketing plays a central role in building competitive advantage, being responsible for aligning organizational objectives with market demands. It is concluded that success in the supermarket sector depends on the integration of planning, strategic execution and the ability to adapt to changes in the competitive environment. The study contributes to the theoretical advancement of the marketing area by empirically exploring a little-researched regional context and offers practical implications for managers in the segment.

 

Keywords: Marketing; marketing planning; marketing performance

How to Cite

dos Santos Oliveira, A., de Souza Silva, J., Brito, S., Victor da Conceição, N., & de Morais Souto , I. M. (2025). PLANEJAMENTO ESTRATÉGICO E DESEMPENHO EM MARKETING NO SETOR SUPERMERCADISTA: EVIDÊNCIAS DO ESTADO DE SERGIPE. Caderno De Graduação - Ciências Humanas E Sociais - UNIT - SERGIPE, 9(2), 76–90. https://doi.org/10.17564/2316-3143.2025v9n2p76-90