Gestão estratégica e as competências gerenciais no departamento de marketing: estudo de uma indústria de bebidas

Abstract

This work presents the study in a beverage industry, in the city of Santa Maria in the state of Rio Grande do Sul, Brazil, that uses strategic planning in its activities. The research aimed to identify the managing competences of the marketing manager at the studied company. In order to achieve this goal, we studied the Estrada (2007) strategic management model, where we analyzed the present and expected roles and the competences of the marketing manager. In order to collect data, we applied a semi structured interview to the marketing manager, his/her boss and his/her subordinates. We analyze the managing competences that this professional has and should have, for an efficient performs at its functions and the optimization of the company strategic management.