MARKETING AND PEOPLE MANAGEMENT STRATEGIES IN A CLEANING PRODUCTS MANUFACTURE

Abstract

The purpose of this article is to look for gaps in the areas of Marketing and People Management in a cleaning products factory in the city of Araçuaí-MG. The case study method was carried out with a descriptive and qualitative approach. To collect data, questionnaires aimed at employees and managers were used, applied via the Google Forms platform. The research was carried out between the months of May and August 2024. The results showed that the points for improvement are related to the absence of a qualified marketing team for digital and traditional demands, and of fixed evaluation methods to implement rewards and measure employee satisfaction. The proposed strategies include searching for suitable professionals to improve traditional marketing processes and new tactics for engagement on social media, and in People Management, creating clear criteria to measure team performance and presenting the variety of benefits that can be implemented in the company. The use of Management tools was essential, helping to identify opportunities with the SWOT matrix, the 5W2H tool for detailing proposals, the GUT matrix to prioritize critical points and the PDCA cycle as a form of control. Therefore, the study contributes to showing how marketing and people management strategies can promote continuous improvement in companies.

Keywords: Innovation. Performance. Enhancement. Strategy.