Market Segmentation of the Brazilian Aluminum Industry: A Proposition of a Step-by-step Structure
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Organizações & Sociedade (Online) |
Texto Completo: | https://periodicos.ufba.br/index.php/revistaoes/article/view/9968 |
Resumo: | This current paper presents a proposition of a step-by-step structure to the segmentation of business to business markets. This has been developed from extensive exploratory research and encompasses four major groups and a total of fourteen steps. Its characteristics make it a logic and useful structure that can be applied in a variety of industries and consumer markets. The segmentation studied that led to its development was that related to the sought benefits by the consumers of the aluminum industry. This industry presents some important features that posed new challenges to the present study: it is characterized as an oligopoly and its product is classified as a commodity with its price being set by the LME, being very close to a market structure of perfect competition. In this sense, the market segmentation becomes the main alternative to shift it to an imperfect competition. The exploratory research has identified that the aluminum industry practices some incipient kind on market segmentation that just provides pos-facto information for comparisons within the industry. Based on the data gathered through an empiric research, seven sought benefits were identified through factorial analysis: delivery effectiveness, technical and sales qualification, loyalty and relationship with the suppliers, image of the supplier, direct sales by competitive prices, product efficiency and logistics of the product and scrap. |
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Market Segmentation of the Brazilian Aluminum Industry: A Proposition of a Step-by-step StructureSegmentação de Mercados no setor Brasileiro de Alumínio: Uma Proposição de Estrutura de ProcedimentosSegmentação de mercados no setor brasileiro de alumíniouma proposição de estrutura de procedimentosThis current paper presents a proposition of a step-by-step structure to the segmentation of business to business markets. This has been developed from extensive exploratory research and encompasses four major groups and a total of fourteen steps. Its characteristics make it a logic and useful structure that can be applied in a variety of industries and consumer markets. The segmentation studied that led to its development was that related to the sought benefits by the consumers of the aluminum industry. This industry presents some important features that posed new challenges to the present study: it is characterized as an oligopoly and its product is classified as a commodity with its price being set by the LME, being very close to a market structure of perfect competition. In this sense, the market segmentation becomes the main alternative to shift it to an imperfect competition. The exploratory research has identified that the aluminum industry practices some incipient kind on market segmentation that just provides pos-facto information for comparisons within the industry. Based on the data gathered through an empiric research, seven sought benefits were identified through factorial analysis: delivery effectiveness, technical and sales qualification, loyalty and relationship with the suppliers, image of the supplier, direct sales by competitive prices, product efficiency and logistics of the product and scrap. A proposição apresentada de uma estrutura de procedimentos para a segmentação de mercados empresariais, a partir de pesquisas exploratórias, resultou em quatro etapas e quatorze passos. Acredita-se que seja lógica, útil e de aplicação abrangente. A segmentação estudada foi aquela a partir dos benefícios procurados pelos consumidores e o setor escolhido foi a indústria do alumínio. Essa indústria apresenta algumas importantes particularidades que tornaram o estudo ainda mais desafiador: é um oligopólio, o produto é classificado como padronizado na sua essência e o seu preço base é definido pela London Metals Exchange (LME) aproximando-se do que seria uma estrutura de mercado de concorrência perfeita. Dessa forma, a segmentação de mercado passa a ser uma possibilidade para deslocar essa estrutura no sentido da concorrência imperfeita. A pesquisa exploratória identificou que o setor de alumínio desenvolve uma segmentação ainda incipiente que simplesmente fornece informações pos-facto para comparações no setor. Com base nos dados gerados a partir de uma pesquisa empírica descritiva, foram identificados sete benefícios procurados utilizando-se a técnica da análise fatorial: efetividade da entrega, capacitação técnica e de vendas, lealdade e relacionamento com o fornecedor, imagem do fornecedor, vendas diretas a preços competitivos, eficiência do produto e logística do produto e da sucata.Núcleo de Pós-graduação em Administração, Escola de Administração, UFBA2014-07-08info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufba.br/index.php/revistaoes/article/view/9968Organizações & Sociedade; Vol. 21 No. 68 (2014)Organizações & Sociedade; v. 21 n. 68 (2014)1984-92301413-585Xreponame:Organizações & Sociedade (Online)instname:Universidade Federal da Bahia (UFBA)instacron:UFBAporhttps://periodicos.ufba.br/index.php/revistaoes/article/view/9968/8352de Moraes, Claudio AlbertoMattar, Fauze Najibinfo:eu-repo/semantics/openAccess2020-01-17T17:34:11Zoai:ojs.periodicos.ufba.br:article/9968Revistahttp://www.revistaoes.ufba.br/PUBhttps://old.scielo.br/oai/scielo-oai.phpcandidab@ufba.br||revistaoes@ufba.br1984-92301413-585Xopendoar:2020-01-17T17:34:11Organizações & Sociedade (Online) - Universidade Federal da Bahia (UFBA)false |
dc.title.none.fl_str_mv |
Market Segmentation of the Brazilian Aluminum Industry: A Proposition of a Step-by-step Structure Segmentação de Mercados no setor Brasileiro de Alumínio: Uma Proposição de Estrutura de Procedimentos |
title |
Market Segmentation of the Brazilian Aluminum Industry: A Proposition of a Step-by-step Structure |
spellingShingle |
Market Segmentation of the Brazilian Aluminum Industry: A Proposition of a Step-by-step Structure de Moraes, Claudio Alberto Segmentação de mercados no setor brasileiro de alumínio uma proposição de estrutura de procedimentos |
title_short |
Market Segmentation of the Brazilian Aluminum Industry: A Proposition of a Step-by-step Structure |
title_full |
Market Segmentation of the Brazilian Aluminum Industry: A Proposition of a Step-by-step Structure |
title_fullStr |
Market Segmentation of the Brazilian Aluminum Industry: A Proposition of a Step-by-step Structure |
title_full_unstemmed |
Market Segmentation of the Brazilian Aluminum Industry: A Proposition of a Step-by-step Structure |
title_sort |
Market Segmentation of the Brazilian Aluminum Industry: A Proposition of a Step-by-step Structure |
author |
de Moraes, Claudio Alberto |
author_facet |
de Moraes, Claudio Alberto Mattar, Fauze Najib |
author_role |
author |
author2 |
Mattar, Fauze Najib |
author2_role |
author |
dc.contributor.author.fl_str_mv |
de Moraes, Claudio Alberto Mattar, Fauze Najib |
dc.subject.por.fl_str_mv |
Segmentação de mercados no setor brasileiro de alumínio uma proposição de estrutura de procedimentos |
topic |
Segmentação de mercados no setor brasileiro de alumínio uma proposição de estrutura de procedimentos |
description |
This current paper presents a proposition of a step-by-step structure to the segmentation of business to business markets. This has been developed from extensive exploratory research and encompasses four major groups and a total of fourteen steps. Its characteristics make it a logic and useful structure that can be applied in a variety of industries and consumer markets. The segmentation studied that led to its development was that related to the sought benefits by the consumers of the aluminum industry. This industry presents some important features that posed new challenges to the present study: it is characterized as an oligopoly and its product is classified as a commodity with its price being set by the LME, being very close to a market structure of perfect competition. In this sense, the market segmentation becomes the main alternative to shift it to an imperfect competition. The exploratory research has identified that the aluminum industry practices some incipient kind on market segmentation that just provides pos-facto information for comparisons within the industry. Based on the data gathered through an empiric research, seven sought benefits were identified through factorial analysis: delivery effectiveness, technical and sales qualification, loyalty and relationship with the suppliers, image of the supplier, direct sales by competitive prices, product efficiency and logistics of the product and scrap. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-07-08 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufba.br/index.php/revistaoes/article/view/9968 |
url |
https://periodicos.ufba.br/index.php/revistaoes/article/view/9968 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufba.br/index.php/revistaoes/article/view/9968/8352 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Núcleo de Pós-graduação em Administração, Escola de Administração, UFBA |
publisher.none.fl_str_mv |
Núcleo de Pós-graduação em Administração, Escola de Administração, UFBA |
dc.source.none.fl_str_mv |
Organizações & Sociedade; Vol. 21 No. 68 (2014) Organizações & Sociedade; v. 21 n. 68 (2014) 1984-9230 1413-585X reponame:Organizações & Sociedade (Online) instname:Universidade Federal da Bahia (UFBA) instacron:UFBA |
instname_str |
Universidade Federal da Bahia (UFBA) |
instacron_str |
UFBA |
institution |
UFBA |
reponame_str |
Organizações & Sociedade (Online) |
collection |
Organizações & Sociedade (Online) |
repository.name.fl_str_mv |
Organizações & Sociedade (Online) - Universidade Federal da Bahia (UFBA) |
repository.mail.fl_str_mv |
candidab@ufba.br||revistaoes@ufba.br |
_version_ |
1799698967177461760 |