Analytic Hierarchy Process (AHP) in the analysis of marketing mix in a construction material company

Abstract

Marketing management through research techniques allows a greater understanding of the external variables that influence the organization, and through this methodology it is possible to evaluate the competitive environment, in which the company operates. Therefore, , the current work had as its objective the use of the AHP method to better identify the marketing actions of a company that supplies construction materials, located in the central region of Rio Grande do Sul. The 4 P’s of marketing (Product, Square and Promotion) were employed in relation to the AHP method. From this, an exploratory / descriptive case study was carried out. The results showed that the most important criterion is the Product (0.50108), and the manager emphasizes its importance in relation to the others; this variable must meet the customers’ needs satisfactorily. The effect of this whole process allows the organization to work out its weaknesses, and to improve the strengths, thus increasing the level of customer satisfaction and placing itself in an advantageous position compared with other competitors.

Keywords

• Competitive market
• Strategy
• Marketing Mix
• Decision-making
• AHP