This case study aimed to identify what types of marketing companies in the sector of building materials are used in their strategies for coping with the competition. The growing competitiveness of markets is a major source of business concerns, forces bids may pose threats, particularly for companies that do not monitor their competitive environment. The research methodology involved the technique of field research, whose approach is about the expectations for the future market of construction materials in the southern city of Rio de Janeiro, having as target group 4 shopkeepers and 2 sales managers multinational companies The instrument for data collection was recorded interviews, unscripted pre prepared. With the results of the research, it was possible to infer that firms that monitor the environment of operation, perception of trends and scenarios in this segment, will, more effectively, achieve and sustain competitive advantage over time.