ANÁLISE ESTRATÉGICA DAS ÁREAS DE MARKETING E FINANÇAS NO PROCESSO DE FORMAÇÃO E MANUTENÇÃO DOS PREÇOS: O CASO DA MONTADORA FIAT AUTOMÓVEIS S.A.

Abstract

When professionals of managerial strategies define the price of a product, not always they take in consideration
important factors for the consumers. In the context, it is possible to think in the need of the companies to
elaborate your prices based on costs, or in the competition, or even, in the value for the customer. The objective
of this work is to analyze the strategies used by the departments of Marketing and Finances of Fiat Automóveis
in the formation and maintenance of the prices of vehicles 0 Km. It is a case study, where interviews were made
semi-structured with collaborators of the departments of Marketing and Control in the intention of relating the
tools used for analysis and to verify the degree of existent coherence among the used strategies, some negative
points that contribute to the destruction of value highlighting. The study demonstrates the vision of the sections
involved in the formation and maintenance of the prices, presenting as result the importance of the coherence
among those departments.