| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.23 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Com a presente tese pretende-se clarificar o contexto competitivo que caracteriza
o sector da indústria automóvel, dando especial relevo ao lançamento de novos
produtos e às diferentes estratégias que lhe estão associadas.
Sendo o automóvel um bem com um elevado significado social do uso privado do
produto, há que ter em consideração um vasto conjunto de factores de
competitividade, onde a marca se assume como o centro do esforço de marketing,
mas, é também necessário tomar em linha de conta toda a panóplia de elementos
ligados ao processo de decisão de compra, em função dos segmentos de mercado
a explorar.
A tarefa de adequação dos novos produtos aos mercados-alvo, decorrente do
processo de segmentação, ocorre no âmbito de um processo complexo, que o
trabalho empreendido tem por objectivo discernir.
Para o efeito, são abordados, de modo específico, aspectos diversos da
problemática em apreço.
O primeiro diz respeito ao enquadramento teórico da estratégia, perspectivado
pelo avanço tecnológico e a estratégia empresarial a que os modelos teóricos de
inovação e estratégia emprestam particular consistência; o segundo caracteriza a
indústria automóvel através da incursão pela sua evolução em Portugal, as
vantagens apriorísticas da marca e a estratégia usada desde a conceptualização à
operacionalidade; por último, é abordada a gestão da inovação na indústria
automóvel, através de um estudo de caso relacionado com a estratégia de
lançamento de novos produtos na indústria automóvel em Portugal.
Neste contexto é prestada uma particular atenção ao processo de interacção que
envolve o lançamento do novo produto, assumindo crucial importância a
identificação das interfaces entre as funções empresariais, nomeadamente com as
de produção, comercial e aprovisionamento, bem como com as actividades de
I&D e de desenvolvimento de novos produtos (concepção e engenharia).
The present thesis aims to clarify the competitive context in which the automobile industry is insert, giving special focus on the launching of new products and the associated strategies. Being a car one of the goods with a significant social meaning of private use, several competitive factors have to be taken into account, bearing in mind the brand as the centre of the marketing effort, but it is also wise to consider the elements linked with the buying decision, made according to the markefs segments that will be explored. This work has the aim of explaining the complex process where the adjustment of new products to the target markets occurs and also the selection of its segmentation process. As far as this objective is concemed three main points will be specifically developed. Firstly, the theoretical ffaming of the strategy, seen through the perspective of the technological development and the enterprise strategy which the theoretical models of innovation and strategy give a particularly consistence; secondly, the car industry is characterized through its own evolution in Portugal, the aprioristic advantages of the brand and the strategy used from the conceptualization to the operacionality; at last, the management of the automobile industry innovation, using a case-study: the launching of new products in the Portuguese automobile industry. The issue we are dealing with leads us to focus a particular attention on the interaction process which involves the launching of a new product, with a special attention towards the identification of the interface between the entrepreneurial functions like production, commercial, supply, as well as R&D and development new products (conception and engineering).
The present thesis aims to clarify the competitive context in which the automobile industry is insert, giving special focus on the launching of new products and the associated strategies. Being a car one of the goods with a significant social meaning of private use, several competitive factors have to be taken into account, bearing in mind the brand as the centre of the marketing effort, but it is also wise to consider the elements linked with the buying decision, made according to the markefs segments that will be explored. This work has the aim of explaining the complex process where the adjustment of new products to the target markets occurs and also the selection of its segmentation process. As far as this objective is concemed three main points will be specifically developed. Firstly, the theoretical ffaming of the strategy, seen through the perspective of the technological development and the enterprise strategy which the theoretical models of innovation and strategy give a particularly consistence; secondly, the car industry is characterized through its own evolution in Portugal, the aprioristic advantages of the brand and the strategy used from the conceptualization to the operacionality; at last, the management of the automobile industry innovation, using a case-study: the launching of new products in the Portuguese automobile industry. The issue we are dealing with leads us to focus a particular attention on the interaction process which involves the launching of a new product, with a special attention towards the identification of the interface between the entrepreneurial functions like production, commercial, supply, as well as R&D and development new products (conception and engineering).
Description
MESTRADO EM GESTÃO E ESTRATÉGIA INDUSTRIAL.
Keywords
Indústria Automóvel Inovação Estratégia Marketing Desenvolvimento Tecnológico Marca Automobile Manufacturing Innovation Strategy Brand Technological Development
Pedagogical Context
Citation
Silva, Helena Luísa Simas (2000). " Estratégias para lançamento de novos produtos. Estudo de caso na indústria automóvel em Portugal". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
ISEG