Competitive strategies business marketing small bakeries in the face of competition - case studies

Detalhes bibliográficos
Autor(a) principal: Dulce Eleonora Moreira Capibaribe
Data de Publicação: 2008
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da UFC
Texto Completo: http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3601
Resumo: The competition today has many faces and it has persuaded all kinds of organizations to prepare for the unknown. To broaden your capacity for quick changes or come up with effective and creative initiatives became imperative. Therefore, the choice of strategy and the making of decisions can implicate in the survival of these companies. Our objective is to propose marketing strategies to be used by small bakeries, with a goal to obtain competitive advantages. We emphasize also the study of the strategies adopted by these companies, the comparison of these companyâs strategic actions with the theories advocated by the referred authors and the evaluation of these actions in accordance with the companyâs positioning. The themes of the theoretical referential that substantiated the field research along with the bakeryâs businessmen and managers are associated to the following thematics: strategy and concepts, competitive advantages, strategic positioning and marketing strategy. The characteristics of the local bakeries and the profile of this sector were themes also studied for the better understanding on the subject. The researched companies are traditional bakeries and are of great economical importance for the region where they are installed. The research allowed us to confirm the unawareness of marketing. It was also verified, that the competition between companies of this sector is very aggressive, and that the companies which adopts marketing strategies do so with competitive advantages in mind. In a general way, it was observed that the elevated growth of the economy makes the changes in strategical behavior of the companies mandatory, which suggests a deeper look in to these questions.
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spelling info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisCompetitive strategies business marketing small bakeries in the face of competition - case studiesEstratÃgias competitivas de marketing das empresas panificadoras de pequeno porte diante da concorrÃncia â estudos de casos2008-10-25Josà de Paula Barros Neto38555182387http://lattes.cnpq.br/0148772831660645Ãrico Veras Marques07425298864Marcos Ronaldo Albertin33431523072http://lattes.cnpq.br/494991831522085401649655304http://lattes.cnpq.br/7504592732813527Dulce Eleonora Moreira CapibaribeUniversidade Federal do CearÃPrograma de PÃs-GraduaÃÃo em AdministraÃÃo e ControladoriaUFCBR Planejamento ConcorrÃnciaEstratÃgia CompetitivaCompetitive Strategy Competition Planning ADMINISTRACAOThe competition today has many faces and it has persuaded all kinds of organizations to prepare for the unknown. To broaden your capacity for quick changes or come up with effective and creative initiatives became imperative. Therefore, the choice of strategy and the making of decisions can implicate in the survival of these companies. Our objective is to propose marketing strategies to be used by small bakeries, with a goal to obtain competitive advantages. We emphasize also the study of the strategies adopted by these companies, the comparison of these companyâs strategic actions with the theories advocated by the referred authors and the evaluation of these actions in accordance with the companyâs positioning. The themes of the theoretical referential that substantiated the field research along with the bakeryâs businessmen and managers are associated to the following thematics: strategy and concepts, competitive advantages, strategic positioning and marketing strategy. The characteristics of the local bakeries and the profile of this sector were themes also studied for the better understanding on the subject. The researched companies are traditional bakeries and are of great economical importance for the region where they are installed. The research allowed us to confirm the unawareness of marketing. It was also verified, that the competition between companies of this sector is very aggressive, and that the companies which adopts marketing strategies do so with competitive advantages in mind. In a general way, it was observed that the elevated growth of the economy makes the changes in strategical behavior of the companies mandatory, which suggests a deeper look in to these questions. A concorrÃncia hoje se apresenta com mÃltiplas faces e tÃm persuadido todo tipo de organizaÃÃo a se preparar para o desconhecido. Ampliar sua capacidade de mudanÃas rÃpidas ou para tomar iniciativas criativas e eficazes se tornou imperativo. Diante disto, a escolha de estratÃgias e as tomadas de decisÃes podem implicar na sobrevivÃncia destas empresas. Temos como objetivo propor estratÃgias de marketing a serem utilizadas por empresas panificadoras de pequeno porte, com a finalidade de obter vantagens competitivas. Enfatizamos tambÃm o estudo das estratÃgias adotadas pelas empresas em questÃo, a comparaÃÃo das aÃÃes estratÃgicas destas com as teorias preconizadas pelos autores referenciados e a avaliaÃÃo destas aÃÃes de acordo com o posicionamento de cada empresa. Os temas do referencial teÃrico que fundamentaram a pesquisa de campo junto aos empresÃrios e gerentes das panificadoras estÃo associados Ãs seguintes temÃticas: estratÃgias e conceitos, vantagens competitivas, posicionamento estratÃgico e as estratÃgias de marketing. As caracterÃsticas das empresas locais de panificaÃÃo e o perfil do setor de panificaÃÃo, tambÃm foram temas estudados para melhor embasamento sobre o assunto. As empresas pesquisadas sÃo panificadoras tradicionais que representam grande importÃncia econÃmica para a regiÃo onde estÃo instaladas. A pesquisa permitiu constatar o desconhecimento de tÃcnicas de marketing. Verificou-se, tambÃm, que a competiÃÃo entre as empresas do setor à bastante acirrada, e que as empresas que adotam as estratÃgias de marketing procuram fazÃ-lo visando vantagens competitivas. De forma geral, observou-se que o elevado crescimento da economia, torna obrigatÃria a mudanÃa de comportamento estratÃgico das empresas o que sugere um aprofundamento destas questÃes.http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3601application/pdfinfo:eu-repo/semantics/openAccessporreponame:Biblioteca Digital de Teses e Dissertações da UFCinstname:Universidade Federal do Cearáinstacron:UFC2019-01-21T11:16:42Zmail@mail.com -
dc.title.en.fl_str_mv Competitive strategies business marketing small bakeries in the face of competition - case studies
dc.title.alternative.pt.fl_str_mv EstratÃgias competitivas de marketing das empresas panificadoras de pequeno porte diante da concorrÃncia â estudos de casos
title Competitive strategies business marketing small bakeries in the face of competition - case studies
spellingShingle Competitive strategies business marketing small bakeries in the face of competition - case studies
Dulce Eleonora Moreira Capibaribe
Planejamento
ConcorrÃncia
EstratÃgia Competitiva
Competitive Strategy
Competition
Planning
ADMINISTRACAO
title_short Competitive strategies business marketing small bakeries in the face of competition - case studies
title_full Competitive strategies business marketing small bakeries in the face of competition - case studies
title_fullStr Competitive strategies business marketing small bakeries in the face of competition - case studies
title_full_unstemmed Competitive strategies business marketing small bakeries in the face of competition - case studies
title_sort Competitive strategies business marketing small bakeries in the face of competition - case studies
author Dulce Eleonora Moreira Capibaribe
author_facet Dulce Eleonora Moreira Capibaribe
author_role author
dc.contributor.advisor1.fl_str_mv Josà de Paula Barros Neto
dc.contributor.advisor1ID.fl_str_mv 38555182387
dc.contributor.advisor1Lattes.fl_str_mv http://lattes.cnpq.br/0148772831660645
dc.contributor.referee1.fl_str_mv Ãrico Veras Marques
dc.contributor.referee1ID.fl_str_mv 07425298864
dc.contributor.referee2.fl_str_mv Marcos Ronaldo Albertin
dc.contributor.referee2ID.fl_str_mv 33431523072
dc.contributor.referee2Lattes.fl_str_mv http://lattes.cnpq.br/4949918315220854
dc.contributor.authorID.fl_str_mv 01649655304
dc.contributor.authorLattes.fl_str_mv http://lattes.cnpq.br/7504592732813527
dc.contributor.author.fl_str_mv Dulce Eleonora Moreira Capibaribe
contributor_str_mv Josà de Paula Barros Neto
Ãrico Veras Marques
Marcos Ronaldo Albertin
dc.subject.por.fl_str_mv Planejamento
ConcorrÃncia
EstratÃgia Competitiva
topic Planejamento
ConcorrÃncia
EstratÃgia Competitiva
Competitive Strategy
Competition
Planning
ADMINISTRACAO
dc.subject.eng.fl_str_mv Competitive Strategy
Competition
Planning
dc.subject.cnpq.fl_str_mv ADMINISTRACAO
dc.description.abstract.por.fl_txt_mv The competition today has many faces and it has persuaded all kinds of organizations to prepare for the unknown. To broaden your capacity for quick changes or come up with effective and creative initiatives became imperative. Therefore, the choice of strategy and the making of decisions can implicate in the survival of these companies. Our objective is to propose marketing strategies to be used by small bakeries, with a goal to obtain competitive advantages. We emphasize also the study of the strategies adopted by these companies, the comparison of these companyâs strategic actions with the theories advocated by the referred authors and the evaluation of these actions in accordance with the companyâs positioning. The themes of the theoretical referential that substantiated the field research along with the bakeryâs businessmen and managers are associated to the following thematics: strategy and concepts, competitive advantages, strategic positioning and marketing strategy. The characteristics of the local bakeries and the profile of this sector were themes also studied for the better understanding on the subject. The researched companies are traditional bakeries and are of great economical importance for the region where they are installed. The research allowed us to confirm the unawareness of marketing. It was also verified, that the competition between companies of this sector is very aggressive, and that the companies which adopts marketing strategies do so with competitive advantages in mind. In a general way, it was observed that the elevated growth of the economy makes the changes in strategical behavior of the companies mandatory, which suggests a deeper look in to these questions.
A concorrÃncia hoje se apresenta com mÃltiplas faces e tÃm persuadido todo tipo de organizaÃÃo a se preparar para o desconhecido. Ampliar sua capacidade de mudanÃas rÃpidas ou para tomar iniciativas criativas e eficazes se tornou imperativo. Diante disto, a escolha de estratÃgias e as tomadas de decisÃes podem implicar na sobrevivÃncia destas empresas. Temos como objetivo propor estratÃgias de marketing a serem utilizadas por empresas panificadoras de pequeno porte, com a finalidade de obter vantagens competitivas. Enfatizamos tambÃm o estudo das estratÃgias adotadas pelas empresas em questÃo, a comparaÃÃo das aÃÃes estratÃgicas destas com as teorias preconizadas pelos autores referenciados e a avaliaÃÃo destas aÃÃes de acordo com o posicionamento de cada empresa. Os temas do referencial teÃrico que fundamentaram a pesquisa de campo junto aos empresÃrios e gerentes das panificadoras estÃo associados Ãs seguintes temÃticas: estratÃgias e conceitos, vantagens competitivas, posicionamento estratÃgico e as estratÃgias de marketing. As caracterÃsticas das empresas locais de panificaÃÃo e o perfil do setor de panificaÃÃo, tambÃm foram temas estudados para melhor embasamento sobre o assunto. As empresas pesquisadas sÃo panificadoras tradicionais que representam grande importÃncia econÃmica para a regiÃo onde estÃo instaladas. A pesquisa permitiu constatar o desconhecimento de tÃcnicas de marketing. Verificou-se, tambÃm, que a competiÃÃo entre as empresas do setor à bastante acirrada, e que as empresas que adotam as estratÃgias de marketing procuram fazÃ-lo visando vantagens competitivas. De forma geral, observou-se que o elevado crescimento da economia, torna obrigatÃria a mudanÃa de comportamento estratÃgico das empresas o que sugere um aprofundamento destas questÃes.
description The competition today has many faces and it has persuaded all kinds of organizations to prepare for the unknown. To broaden your capacity for quick changes or come up with effective and creative initiatives became imperative. Therefore, the choice of strategy and the making of decisions can implicate in the survival of these companies. Our objective is to propose marketing strategies to be used by small bakeries, with a goal to obtain competitive advantages. We emphasize also the study of the strategies adopted by these companies, the comparison of these companyâs strategic actions with the theories advocated by the referred authors and the evaluation of these actions in accordance with the companyâs positioning. The themes of the theoretical referential that substantiated the field research along with the bakeryâs businessmen and managers are associated to the following thematics: strategy and concepts, competitive advantages, strategic positioning and marketing strategy. The characteristics of the local bakeries and the profile of this sector were themes also studied for the better understanding on the subject. The researched companies are traditional bakeries and are of great economical importance for the region where they are installed. The research allowed us to confirm the unawareness of marketing. It was also verified, that the competition between companies of this sector is very aggressive, and that the companies which adopts marketing strategies do so with competitive advantages in mind. In a general way, it was observed that the elevated growth of the economy makes the changes in strategical behavior of the companies mandatory, which suggests a deeper look in to these questions.
publishDate 2008
dc.date.issued.fl_str_mv 2008-10-25
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
status_str publishedVersion
format masterThesis
dc.identifier.uri.fl_str_mv http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3601
url http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3601
dc.language.iso.fl_str_mv por
language por
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 Universidade Federal do CearÃ
dc.publisher.program.fl_str_mv Programa de PÃs-GraduaÃÃo em AdministraÃÃo e Controladoria
dc.publisher.initials.fl_str_mv UFC
dc.publisher.country.fl_str_mv BR
publisher.none.fl_str_mv Universidade Federal do CearÃ
dc.source.none.fl_str_mv reponame:Biblioteca Digital de Teses e Dissertações da UFC
instname:Universidade Federal do Ceará
instacron:UFC
reponame_str Biblioteca Digital de Teses e Dissertações da UFC
collection Biblioteca Digital de Teses e Dissertações da UFC
instname_str Universidade Federal do Ceará
instacron_str UFC
institution UFC
repository.name.fl_str_mv -
repository.mail.fl_str_mv mail@mail.com
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