Marketing turístico estratégico: posicionamento da CVC Turismo no mercado brasileiro

Abstract

Exploratory research about strategic marketing of the tourism agencies in Brazil, centralized in case study of the positioning "cvc Turismo" in traveI market. It aims identify ways of utilization of strategic marketing of the tourism agencies with the purpose in the maintenance in traveI market. On the theoretical part, treats conceptual aspects of tourism agencies and strategic marketing, detaching private studies in touristic enterprises. On field research approaches "cvc Turismo" (Sao Paulo) case, beginning from its historie and general characterization and emphasizing the basis of segmentation and competitive strategies used by itself. T he results shows its strategic positioning is explained by the search of larger segmentation of demand and of the offer of touristic products and existence of many strategies, like its extensive distribution net in Brazil, its prices and payment ways and its actuation focus in internal tourism. Concluding there is a leadership positioning of the cvc in the touristic market and this enterprise is in consolidation stage about)ts life cycle.