Num ambiente competitivo, no qual a maioria das empresas atua, torna-se essencial o uso de instrumentos de administração que deem suporte para que elas se mantenham competitivas. Um desses instrumentos, a administração estratégica, é cada vez mais difundido, seja nas organizações ou nas escolas de administração. O acirramento da concorrência tem levado as organizações a preocuparem-se, não somente com a estratégia corporativa, mas também com o marketing. Assim, o marketing estratégico tem se tornado cada vez mais um instrumento fundamental para a sobrevivência das empresas. Nesse contexto, esta tese teve por objetivo verificar se alinhamento entre a administração estratégica e o marketing estratégico é condição determinante para conquista de vantagem competitiva que assegure crescimento e rentabilidade. Para que o objetivo fosse alcançado foi realizada uma revisão sobre a teoria da estratégia empresarial e do marketing estratégico. Após o final da revisão da literatura foi realizado um estudo de caso na Mapfre Seguros, a maior empresa do seu setor, onde se procurou verificar a existência ou não do alinhamento pesquisado e como essa empresa utiliza esses instrumentos para obter a posição diferenciada que ela ocupa no mercado. / In a competitive environment, in which most of the companies act, turns out essential to use administration tools that support their competitiveness. One of these tools, strategic management, is increasingly used either in organizations or in the academy. Increased competition has led organizations to not only be concerned about the corporate strategy, but also about marketing. Thus, the strategic marketing has become an increasingly essential tool for the survival of businesses. In this context, this thesis aimed to verify if alignment between strategic management and strategic marketing is a determining condition for achieving competitive advantage that will ensure growth and profitability. In order to accomplish that objective, it was held a review on the theory of business strategy and strategic marketing. At the end of the literature review it was conducted a case study in Mapfre Seguros, the largest company in its industry, and sought whether or not the alignment studied exists and how this company uses these instruments to position its differentiation in the market.

Submitted by Fabricia Fialho Reginato (fabriciar) on 2015-08-27T00:03:32Z No. of bitstreams: 1 EduardoWink.pdf: 1299490 bytes, checksum: 60333eeab1348508010e43c1e0a30a00 (MD5) / Made available in DSpace on 2015-08-27T00:03:32Z (GMT). No. of bitstreams: 1 EduardoWink.pdf: 1299490 bytes, checksum: 60333eeab1348508010e43c1e0a30a00 (MD5) Previous issue date: 2014-02-27 / Nenhuma / O objetivo desta dissertação foi analisar a geração e distribuição do valor adicionado produzido por entidades brasileiras, no período de 2008 a 2012, aos grupos envolvidos na sua criação: Capital, somados os de Terceiros e os Próprios, e Trabalho, por meio da Demonstração do Valor Adicionado (DVA). Para tanto, selecionaram-se cinquenta companhias de dezessete setores, presentes no ranking da revista Exame Melhores e Maiores, edição 2012. A investigação utilizou-se de métodos presentes na abordagem quantitativa e qualitativa de pesquisa objetivando explorar e responder a pergunta: Como tem se comportado a geração e distribuição de valor adicionado ao capital, de terceiros e próprios, e ao trabalho, no período de 2008 a 2012, em entidades brasileiras abertas? O nível de geração de valor adicionado das entidades analisadas oscilou verificando-se grande amplitude entre o que mais transformou – o setor de Serviços com média de 73% da receita transformada em valor adicionado – e o que menos agregou – o setor de Química e Petroquímica com 13% – resultando na diferença de 60% entre os dois setores. No que se refere ao número de funcionários da amostra, as companhias empregaram anualmente 1.187.337 pessoas em média, crescendo 32% no decorrer do período, o que pode explicar a crescente participação dos trabalhadores no valor adicionado gerado. Essas pessoas participaram da geração de riqueza, em termos monetários de R$428 bilhões ao ano ou, valor adicionado per capita médio de mais de R$360 mil. As companhias da amostra direcionaram mais valor adicionado aos capitais, no entanto, a parcela destinada aos trabalhadores cresceu mais e de forma estável, reduzindo-se historicamente a diferença. Das 50 entidades analisadas, 32 destinaram mais valor adicionado aos capitais, e 18 aos trabalhadores. Entre os 17 setores, apenas 4 destinaram mais aos funcionários. Mediante os achados desta pesquisa, é possível concluir que a DVA apresenta-se como um adequado instrumento para análise e comparação da geração e da distribuição do valor adicionado entre os agentes de trabalho e de capital. / The aim of this thesis is to analyze the generation and distribution of added value produced by Brazilian entities from 2008 to 2012, to the groups involved in its creation: Capital, including third-party capital and the entities’ own one; and Work, shown in the Value Added Statement (VAS). Fifty companies, from seventeen different sectors, present in the Exame Melhores e Maiores magazine, 2012 edition, were selected for this purpose. The researched applied both quantitative and qualitative methodology in order to approach and answer the question: How have the generation and distribution of added value to capital (including third-party and own), and to work behaved, between 2008 and 2012, in Brazilian open capital entities? The level of added value generation in the analyzed entities has oscillated, showing the biggest variation in the Service sector, with an average of 73% of revenue turned into added value – and the smallest variation in the Chemical and Petrochemical sector with 13%, resulting in a difference of 60% between the two sectors. Regarding workforce, these companies employ an average of 1.187.337 people yearly, with an increase of 32% in the period. That explains the growing participation of employees in the added value generated. Those people are part of wealth generation, translated into R$428 billion a year, meaning an average added value of R$360 thousand per capita. The companies in the sample have channelized more added value to capital, however the share destined to workers have risen in a more steadily way, reducing the historical difference. 32 from the 50 analyzed entities have addressed more added value to capital, whereas 18 of them, to workers. Among the 17 sectors, only 4 have given more to their employees. With the findings from this research it is possible to conclude that VAS is a suitable instrument for analyzing and comparing the distribution of added value between working agents and the capital.

A produção de leite é uma das principais atividades geradoras de renda em regiões onde a agricultura familiar ocupa grande parte dos estabelecimentos familiares, como é o caso do município de Rolador-RS. Todavia, o universo de agricultores que produzem leite apresenta certa heterogeneidade e, por conta disso, configura-se diferentes sistemas de produção de leite. Essa diversidade de sistemas de produção de leite influencia de forma diferente a sociedade na qual estão inseridos. Assim, o objetivo desta dissertação é realizar uma análise da agricultura de Rolador com foco na autonomia e na transferência de valor agregado dos sistemas de produção de leite. Para isso, utilizou-se da Teoria dos Sistemas Agrários como base teórica e metodológica. Como resultados, foram identificados dois sistemas de produção de leite com diferenças significativas entre si (Familiar Leite Mecanização Completa – FLMC – e Familiar Leite Mecanização Incompleta – FLMI). O primeiro é caracterizado por uma produção mais intensiva e especializada, enquanto o segundo possui características que o aproximam de uma produção mais extensiva. Além das diferenças técnicas, observou-se o que o FLMI é consideravelmente mais autônomo do que o FLMC, visto que utiliza mais sua própria base de recursos e está menos relacionado com o mercado do insumos e agentes externos. Além disso, tem ocorrido um intenso processo de concentração produtiva, que se traduz no incentivo, por parte das empresas, à sistemas de produção similares ao FLMC. De acordo com os dados deste trabalho, uma política com estas orientações é incoerente com uma noção de desenvolvimento rural baseada num processo equitativo e inclusivo. / The milk production is one of the main income generating activities in regions where family farming occupies a large part of family establishments, such as the case Rolador-RS municipality. However, the universe of theses farmers show some heterogeneity, and in reason of that, there are different configurations of milk production systems. This diversity of milk production system influences differently the community where are inserted. Therefore, the aim of this Master Thesis is conduct an analysis of Rolador agriculture focusing on autonomy and value transfer of milk production systems. For that, the methodology and theory used as study basis was the Theory of Agrarian Systems. As results, two milk production systems have identified with significant differences between each other (Family Milk Full Mechanization - FMFM - and Family Milk Incomplete Mechanization - FMIM). The first one characterizes per intense and specialized production, while the second has extensive production as a characteristic. In addition, to the technical differences, it has observed that the FMIM is considerably more autonomous than the FMFM, since this one uses more of its own resource base and is less related to the market of external inputs and agents. Moreover, there has been an intense process of productive concentration, which displays into the incentive by companies to production systems similar to FMFM. According to the data of this study, a policy with these guidelines is inconsistent with a notion of rural development based on an equitable and inclusive process.

Competition is keen in the fashion industry of today. Homogenous products and prices aredriving competition and most firms are struggling hard to attract customers. Brands havebecome one of the most important assets for success and are often critical for the choices of theconsumers. A strong brand is often considered as a substantial value in the eyes of the consumerand gives the individual firm a competitive advantage in the marketplace. To build a strongbrand it takes that the brand identity not is in conflict with the brand image of a firm or a product.Sometimes one of these conflicts exit and sometimes the firms are not even aware of it.In this thesis we study how two firms, Lindex and Prada, perceive their own image and then wecompare how the images of the firms are perceived by the customers. We have also tried toexplain why such discrepancies take place.The thesis is based on secondary data such as articles and books about the subject and primarydata in the form of carried out interviews with people representing the fashion firms Prada andLindex. We also interviewed twelve women in the age of 25 to 35. Our choice of people tointerview was guided by our ambition to understand similarities, differences and problems inthe communication between the two firms and their customer.We have applied a hermenephtic research perspective which means that we as scientist arefairly free in our interpretations of the phenomenons that we study. This suited us well in ourambition to try to understand how firms work to make their perception of their own brand notdiffer from the perception of their own brand in the eyes of their customers.The thesis was based on a deductive research approach and existing theories in the field ofbrand identity and brand image. The theory frame of references being used is to some extentalso based on a model concerning expected and perceived quality both from a customer and asupplier perspective, developed by professor C. Grönroos. A model that we modified a little bitto make it fit the purpose of our study.The result of our study clearly indicate that brand identity and the brand image of Prada aremuch more homogeneous compared to the brand identity and the brand image of Lindex. Theresult is reflecting that Prada is much more successful and consequent in its marketcommunication. We also reached the conclusion that Lindex must be more realistic and specificin its market communication and not create customer expectations that it can not live up to withits current product portfolio. We think Lindex this way creates dissatisfied and non loyalcustomers. The situation for Lindex has been a little further complicated by the fact that thefirm is going through a reposition process by its new owner since a couple of years ago. / <p>Program: Textil produktutveckling med entreprenörs- och affärsinriktning</p><p>Uppsatsnivå: C</p>

The Branding Solution &amp; Designing Industry has been seemingly proliferating with the growth inthe Apparel and fashion industry, predominantly. With economic development there has been anincrease in the private consumption and growth in GDP; as the demand from the fashion andready-to-wear industry has increased significantly.Both the global and European markets for branding and design are growing. Brands owners areincreasing their investments in measures intended to contribute to strengthening their brands, inwhich labels, packaging and accessories are important elements.Nilörngruppen is a company in this industry offering complete solutions in branding, design,product development and logistics on a global basis with a clear focus on offering customeruniquesolutions that create added value.To compete for the big branding and design jobs and increase the company business volume it isnecessary to be close to the customers. Developments necessitate Nilörngruppen being present inthe countries where its customers have increased its manufacturing base. This caters the need tomake an entry into new markets through a network of strategic partners. This has motivatedNilörngruppen to establish its part-owned subsidiary as Nilörn India with its own sales andlogistics base.This portrays the need of Nilörngruppen to develop its market through continued optimization ofits business structure and improve return on investments in India. The aim of this thesis report is tomake a Business Strategy development for Nilörn India for its expected market expansion in theIndian market. / <p>Program: Magisterutbildning i Applied Textile Management</p><p>Uppsatsnivå: D</p>

Den konkurrens som råder inom affärsvärlden har gjort att företag blivit tvungna att effektivisera sitt arbete. Man ser gärna att vissa steg i värdekedjan förkortas eller försvinner helt och hållet.Internet är en plats som många företag etablerat sig och bedriver e-handel på och har blivit ett komplement till detaljhandeln. Internet och e-handelns stora framgång har gjort det möjligt för företag att nå ut till fler konsumenter än tidigare. Urvalet av företag och produkter på Internet ökar och har gett konsumenten större valmöjligheter när de handlar på Internet. Internet har blivit ett bekvämligt sätt för konsumenten att handla på eftersom företagen alltid finns tillgängliga. E-handeln ger även kunderna möjligheten att jämföra företagen, deras priser och produkter, något som dock bidrar till ökad konkurrens och mer icke lojala kunder.Ett vanligt förekommande problem hos många företag är att de tror att en nöjd kund också är en lojal kund. Att skapa lojala kunder på Internet är betydligt svårare än i den fysiska verkligheten, då övergången från den fysiska miljön till den elektroniska miljön kan innebära försämrad kontroll för konsumenten. Konsumenter beskriver att det är värdet efter handling som är drivkraften till att vara ett företag lojalt. För företag är det därför viktigt att de på något sätt kan erbjuda sina kunder ett mervärde för att skapa en långsiktig och lojal relation emot sina kunder, vilket är både tidskrävande och innebär stort engagemang från företaget.Gina Tricot är ett av Nordens snabbast växande modeföretag som riktar sig till kvinnor i alla åldrar. De tillverkar och säljer kläder och accessoarer och beskriver på sin webbsida resultatet av sina kollektioner som - dagsfärskt mode som återspeglar aktuella trender. Gina Tricot har även en webbsida där de säljer sina produkter och där deras kunder kan ta del av information skapat av företaget. Dock vill de utveckla sin webbsida för att kunna erbjuda kunden ett mervärde och skapa mer lojala kunder då deras e-handelsförsäljning växer.Arbetet fokuserar på ”Min sida”, en funktion många företag med webbsida och e-handel använder sig av. ”Min sida” gör det möjligt för företags kunder att logga in på ett privat konto och ta del av olika form av information. Gina Tricot är ett företag som ännu inte använder sig av funktionen och vill titta närmare på hur och om ”Min sida” är något som kan skapa ett mervärde för deras kunder när de handlar på deras webbsida.Syftet med detta arbete är att undersöka om och hur någon form av ”Min sida” på Gina Tricots webbsida kan skapa ett mervärde för så väl företaget som deras kunder. Som utgångspunkt studerar arbetet mervärde och lojalitet på Internet från redan befintlig data. Dessa data ligger sedan till grund för de djupintervjuer som utförts på ett antal kvinnor som är kunder hos Gina Tricot. Djupintervjuernas syfte är undersöka vad mervärde är för Gina Tricots kunder och vilka funktioner de önskar att företagets ”Min sida” innehåller för att skapa ett mervärde för dem. Därefter har en enkät utformats för att undersöka hur vida det finns ett intresse hos Gina Tricots kunder om en ”Min sida”. Slutligen har djupintervjuerna och enkäterna analyserats för att få fram ett resultat.The competition that exists in the business world has meant that companies have to streamline their work. Some steps in the supply chain have to be reduced or disappear altogether. The Internet has been a usual competitive that many companies have established and operating e-commerce at and has become a complement to the retail industry. Internet and e-commerce major success has enabled the company to reach out to more consumers than before. The selection of companies and products on the Internet is growing and has given consumers more choices and has create convenience for consumers because the companies always are available for them, something that contributed to more &quot;infidels&quot; customers.A common problem in many companies is that they believe that a satisfied customer is also a loyal customer. Creating loyal customers on the Internet is much more difficult than in real life, when the transition from the physical environment to the electronic environment can mean deterioration in control of the consumer. Consumers describe that it is the value after action that is the driving force to being a company loyal. For businesses, it is therefore important that they are somehow able to offer its customers an added value to forge a lasting and loyal relationship with its customers, which both takes time and involves considerable commitment from the company.Gina Tricot is one of Scandinavia&apos;s fastest growing fashion company that focuses on women of all ages. They manufacture and sell clothing and a small assortment of accessories and describe the results of their collections as freshly made fashion that reflects current trends.Gina Tricot also has a website where they sell their products and where their customers can access information created by the company. They want to develop their website to offer customers added value and create more loyal customers when their e-commerce sales are growing.The work focuses on &quot;My account&quot;, a feature many companies with Websites and e-commerce uses. &quot;My account&quot; makes it possible for customers to log into a private account and take advantage of different forms of information. Gina Tricot is a company that still does not use the feature and want to look at how and if &quot;My account&quot; is something that can add value to their customers when they shop on their website.The purpose of this work is to examine whether and how any form of &quot;My account&quot; at Gina Tricot website can add value to the company as well as their customers. To begin the work studies value and loyalty on the Internet from already available data. These data are then used for the interviews conducted at a number of women who consider themselves to be costumers of Gina Tricot. The interviews aim is to examine what value is for Gina Tricot customers and what features they want the company&apos;s &quot;My account&quot; to contain to create added value for them. Subsequently, a questionnaire is made to explore if there is an interest in Gina Tricot customers to create a &quot;My account&quot;. Finally, the interviews and surveys are analyzed to obtain a result. / Program: Textil produktutveckling med entreprenörs- och affärsinriktning

No description available.

Background and problem: As Internet usage has become increasingly common and important in our society it is crucial for companies to acknowledge the impact of online branding. As differences between products are decreasing it is no longer sufficient to compete solely on price or quality. Thus the importance of brands and branding is increasing. Even though branding is a heavily research topic, almost all research has been performed with consumer markets in mind, more or less ignoring industrial markets. This is done in spite of most markets being predominated by industrial firms. Purpose: The purpose of this thesis is to investigate how printer manufac-turers’ online brand messages can be perceived regarding functional benefits and representational satisfaction, and how this may affect the examined brands. Method: To fulfil our purpose we chose to conduct a qualitative method, since this would provide us with in-depth answers. To structure our study we created a questionnaire to use as an analysical tool for our examination of the selected companies. Conclusions: The conclusions drawn from this study are that printer manufacturers mainly emphasise the functional factors of their products to a large extent. Further, almost all brands of our sample can be perceived to be augmented ones. Of the few companies with highly developed brands, those with separate web sites for business and consumer buyers were in majority. Finally, since most printer manufacturers stress functionality the added-value of their brands is not as sustainable as it could be.

Problem area and purpose Nowadays, 2006, the downloading of music and movies is an increasingly more burning issue. But while the music industry has made great progress in using the Internet as a distribution channel the film industry has been at a standstill for several years. Recently however there has been progress in the form of a few film companies beginning to offer their customers legal ways to acquire films over the Internet. But with this progress one central question arises, which this report will try to answer; what are the important factors for selling films as the Internet moves from primarily being a information channel to also functioning as a distribution channel? The purpose is to examine what the consumers find important when purchasing film, and to establish to what degree there is a substitution effect between DVDs and downloadable films. Method The report is first and foremost based on an Internet survey with a total of 383 participants. The respondents are divided into two separate selections, the first consisting of people already with a genuine interest in film (both watching and purchasing) and the second selection consisting of people with a more average interest. To get a wider perspective, but also to get an in-depth view of the business, we interviewed a Swedish journalist with strong connections both with the film companies and with the consumers. Theory The survey is based on three theoretical concepts; added value, differentiation and substitution. Together these concepts form two variables, Inclination to purchase DVD and Inclination to pay for downloading. Depending on the respondents’ answers to the survey, different values are given the variables, which in turn shows how inclined the different groups are to substitute DVD with downloaded films. Result and conclusion The report’s result shows that the first selection is not very inclined to replace DVDs with downloaded films, while the second selection shows slightly more interest. In conclusion, the most important factors for the consumers when, or rather if, downloading films are low price and an easy and functional system. When looking at the industry today this is not what the companies are offering the consumers, which puts the film industry’s role as Internet distributor in question.

No description available.