Auditoria de marketing : uma análise em restaurantes de Aracaju

Abstract

The present work aims to analyze the application of the marketing audit in two restaurants in Aracaju/SE. To meet the proposed objectives, a qualitative case study was carried out. To collect the necessary information, interviews with a structured script were used with the restaurant owners, questionnaires with employees and customers, and direct observations of the environment in order to corroborate the managers' statements. For data analysis, evidence was converged and a cross data analysis was used to compare the objects of study. Based on these analyses, the results indicated that companies tend to market growth and are concerned with short-term strategies, such as cost verification, pricing, menu variation, improvements in customer service and pleasant, renovated environments. On the other hand, the audit analyzed as negative points the lack of clear objectives and strategic plans, in addition to the lack of information gathering considered essential topics for marketing planning. Finally, the survey made some suggestions for improvements to the establishments, such as improvements in strategic planning, implementation of the collection of marketing information, interaction with customers on social media, improvements in menus, expansion of distribution channels and inclusion of some promotions.