PLANO DE MARKETING – DETALHES & DESIGN

The present project consists in the development of a Marketing Plan for a furniture and interior design company, Detalhes & Design (D&D), with the purpose of improving service quality. The study follows a Case Study research strategy, through the analysis of the company D&D, with a mixed-methods approach. Therefore, a semi-structured interview was conducted with the CEO of D&D in order to gain knowledge of the internal environment of the company. In addition, semi-structured interviews were conducted with D&D customers to understand their perception of the current service quality of the company. Finally, an online questionnaire was performed to a population sample, through the SERVPERF model, in order to understand the buying behavior, the most valued attributes in interior design services as well as the knowledge of the company D&D and its target. With this study, it was found that the creation of customized pieces by the client is one of D&D's main strengths; however, the delivery time should be improved. Therefore, strategies are developed to take advantage of D&D's strengths and market opportunities, as well as to overcome weaknesses and threats. In addition to the practical contribution for D&D, this project makes a more general contribution to the field of services marketing and a more specialized contribution to organizations in the furniture industry that wish to improve service quality.