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Advisor(s)
Abstract(s)
Na indústria de leite e derivados as empresas eram em geral de pequena ou média dimensão, produziam produtos diversificados e pouco diferenciados. A entrada das multinacionais, no mercado português de leite e derivados, com as suas marcas bem conhecidas a nível internacional, expôs o consumidor nacional a um vasto leque de produtos e colocou desafios e dificuldades às empresas nacionais que operam no sector. Neste contexto ganha pertinência o estudo do posicionamento estratégico, que, por si só, se considera um dos principais aspectos a não descurar pelas empresas que pretendam formular e implementar uma estratégia bem sucedida. O presente trabalho estuda o posicionamento estratégico das empresas que operam no mercado português de leite e derivados, conclui que as empresas multinacionais possuem vantagens competitivas sobre as empresas nacionais relativamente às estratégias de negócios, políticas de marketing e satisfação dos clientes, contribuindo com algumas recomendações estratégicas alternativas para futuramente as empresas nacionais competirem com as multinacionais. No estudo do posicionamento conciliam-se as correntes teóricas de estratégia de Visão Baseada nos Recursos e Visão Baseada no Mercado, aplicando as tipologias de posicionamento valor/preço e de posicionamento estratégico.
In the milk and derived products industry the small and medium sized companies in general, produce diversified and low differentiated products. The entry of multinational companies with their well-known brands on an intemational scale, in the Portuguese market of milk and derived products, exposed the national consumer to a vast amount of products and placed new challenges and difficulties on the national companies that operated in the sector. In this context the study of strategic positioning gains significance, representing one of the principal aspects that should not be overlooked by companies that intend to formulate a successful strategy. The current study analyses the strategic positioning of companies that work in the Portuguese milk and derived products market, concluding that multinational companies possess competitive advantages over national companies regarding business strategies, marketing policies and customer satisfaction. The study also contributes with some alternative strategic recommendations in order for national companies to compete with multinational companies in the future. In the study of positioning, the theories of strategy vision founded on Resource-Based View and Market-Based View are harmonized applying the typology positioning value/price and strategic positioning.
In the milk and derived products industry the small and medium sized companies in general, produce diversified and low differentiated products. The entry of multinational companies with their well-known brands on an intemational scale, in the Portuguese market of milk and derived products, exposed the national consumer to a vast amount of products and placed new challenges and difficulties on the national companies that operated in the sector. In this context the study of strategic positioning gains significance, representing one of the principal aspects that should not be overlooked by companies that intend to formulate a successful strategy. The current study analyses the strategic positioning of companies that work in the Portuguese milk and derived products market, concluding that multinational companies possess competitive advantages over national companies regarding business strategies, marketing policies and customer satisfaction. The study also contributes with some alternative strategic recommendations in order for national companies to compete with multinational companies in the future. In the study of positioning, the theories of strategy vision founded on Resource-Based View and Market-Based View are harmonized applying the typology positioning value/price and strategic positioning.
Description
Mestrado em Gestão/MBA
Keywords
Indústria de Leite e Derivados Posicionamento Estratégico Visão da Empresa Baseada no Mercado Visão da Empresa Baseada nos Recursos Modelo de Posicionamento Estratégico Modelo de Posicionamento Valor/Preço. Milk And Derived Products Market Strategic Positioning Market-Based View of the Firm Resource-Based View of the Firm Strategic Positioning Typology Value/Price Positioning Typology
Pedagogical Context
Citation
Baptista, Teresa Margarida Cantanhede Novais (2005). “Estudo do posicionamento estratégico no mercado português de leite e derivados”. Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão