Marketing como estratégia na internacionalização da arquitetura : um estudo de caso na empresa Reambientando do Seu Jeito

Abstract

The aim of this Final Project was to understand the role of marketing in the internationalization process of small and medium-sized companies in the architecture sector, using the company Reambientando do Seu Jeito as a case study. The methodology adopted combined a literature review and documentary analysis of the company, with an emphasis on participant observation, social media metrics and projects carried out for a) Brazilians who invest in Brazil while living abroad, b) foreigners who invest abroad and c) foreigners who invest in Brazil, in order to identify the strategies used, the challenges faced and the opportunities identified in this process. The research also explored the importance of digital platforms and interculturality in the internationalization of architecture, analysing how the internet has revolutionized the marketing of architectural projects and how cultural differences influence marketing strategies. At the end of the work, a Business Model Canvas was drawn up based on the results obtained and the best practices identified in the literature and in the case study, serving as a guide for other architecture SMEs wishing to expand their business into the international market through marketing and offering a new field of study in which LEA-NI students can identify new opportunities for action and contribute to the development of studies in the sector. In conclusion, the research revealed the importance of personalized marketing strategies, given how easy it is to reach new audiences through cultural adaptation in architecture and the evolution of the digital medium for project development and advertising. Understanding how to connect with the consumer is essential, which is why developing partnerships and collaborations abroad is a resource that broadens communication between buyers and sellers from different countries. Finally, there is also a need for studies focusing on adaptable management and digital marketing strategies for the internationalization of Brazilian architecture SMEs with similar contexts in order to achieve more assertive results.