Grafo Engenharia has been acting on the civil construction market for twenty four years, however, the organization had to change its direction over the last fourteen years, now acting on a more restricted segment, the home and office improvement. The objective of this work is to create a qualitative research which will be realized with some of the company s clients to identify their special needs and desires and to better analyze their behavior. Through these results, the organization can begin to create a marketing strategy plan, exploring new ways to differentiate the way its service is offered to her consumers and create competitive advantage on the segment where it performs, allowing a better view of future strategies and not depending uniquely on its daily work for survival.