SEGMENTAÇÃO NA ATUAÇÃO DAS EMPRESAS DE ARQUITETURA NO MUNICÍPIO DE SÃO PAULO

Abstract

This diagnosis of architecture and urbanism firms performance in the city of São Paulo constitutes the initial stage of the research for the first author's doctorate degree, whose final objective is to build a business plan for architects. Several findings corroborate the hypothesis that there are at least limits to the generalist profile of architects, and it seems to point to the segmentation of his professional practice. The hypothesis assumes that it is very difficult for a company in the field to be able to act in a generalist way, and that architecture offices tend to specialize in specific segments to optimize their results, gain operational efficiency and build an image that enables their longevity. A sample study of active and acting companies was carried out in the city of São Paulo in 2018, with strict criteria for data validation. The conclusions indicate that not all architecture companies act even in the groups of activities to which the architect and urban planner is licensed, and that these usually act in different groups, natures, and clients profiles; offer different main products to different markets, have different business plans, and select niches of action among private clients.