Strategy verticalization downstream: entry of producers in retail

• Autor(a) principal: Minadeo, Roberto -
• Data de Publicação: 2012
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Eletrônica de Estratégia e Negócios
• Texto Completo: https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/592
• topic: Business Strategy; Retail; Vertical Integratioon Strategy; Estratégia empresarial. Varejo. Estratégia de Verticalização.

Faced with intense competition, it is increasingly vital the need to establish competitive advantages is increasingly vital in order to keep the company active with superior offerings to consumers in relation to the other competitors. The present paper classifies some situations of vertical and producers of goods and services into the retail market. The relatively recent entrance of several groups in retail activities not seems to be a fad like other business moves that were to be proved as ephemeral and poorly understood. The purpose of this paper is to present to producers of goods and services some interesting strategies practiced in the process of going to retail. Another purpose of the article is the presentation of numerous situations – with a very rich kind of variety showed by several companies in their approach to the market in this pursue to survival and growth. Another phase of the paper classifies the situations that were found in 12 types. Finally, the Conclusions section analyses all the 12 types.