Marketing estratégico na Real Alagoas: a construção de vantagem competitiva no segmento de transporte rodoviário de passageiros

Abstract

The role of Marketing within organizations has been growing significantly with the passing of time, a competitiveness is a voracious fight these days. Going unnoticed by customers can lead to endless dynasties, great commercial empires and a life of effort and work. The present study aims to develop marketing strategies that allow the construction of competitive advantages for a passenger road transport company, Real Alagoas in its market. For this, a bibliographical and bibliographical research was developed along with published academic articles on the subject, books and benchmarking together with company GOL LINHAS AEREAS. In this capacity, through the results of research and benchmarking, plans and actions were developed for the revitalization of the company Real Alagoas. The main conclusions of the study are the security policy, customer service, technology and training.