Market Segmentation of the Brazilian Aluminum Industry: A Proposition of a Step-by-step Structure

Detalhes bibliográficos
Autor(a) principal: de Moraes, Claudio Alberto
Data de Publicação: 2014
Outros Autores: Mattar, Fauze Najib
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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spelling 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
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