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Estudo sobre estratégias de negócio de empresas de transporte aéreo para atender o mercado de baixa renda: estudo de caso / Analysis of airline business strategies to capture the bottom of pyramid: case studyFleury, Pedro Leme 17 September 2010 (has links)
O mercado de baixa renda tem se tornado cada vez mais relevantes para todos os setores empresariais. Estima-se que em 2010 as classes C e D serão responsáveis por mais da metade do consumo do mercado interno brasileiro. Empresas de transporte aéreo brasileiras de passageiros, que historicamente se caracterizaram por prestar serviço voltado para as classes de maior renda, passaram a desenvolver estratégias para atrair o público de baixa renda para viajar de avião, partindo de estratégias concebidas em outras indústrias e adaptando às particularidades do setor aéreo. O presente trabalho identificou as estratégias de empresas aéreas brasileiras para atender o mercado de baixa renda. Devido ao fato do mercado de baixa renda para o transporte aéreo ser ainda embrionário, as estratégias se concentra ainda no composto mercadológico, como produto, preço, canal de distribuição, comunicação e serviço. Práticas adotadas pelo varejo para atrair e reter o consumidor de baixa renda, como a loja de vizinhança, porta a porta, meios de financiamento alternativos ao cartão de crédito tem sido testadas e adotadas pelas empresas aéreas analisadas, complementando as práticas usuais do mercado. Essa pesquisa avaliou ainda os principais fatores indutores e restritivos à inserção da baixa renda no setor de transporte aéreo. A maior preocupação das empresas aéreas analisadas nesse estudo é com a infra-estrutura aeroportuária, que pode se tornar limitador da expansão do setor aéreo no Brasil. Já as operadoras de turismo são percebidas pelas empresas aéreas como agente indutor à inserção da população de baixa renda, em especial pela venda de pacotes de turismo. Finalmente, essa pesquisa avaliou, ainda que de maneira sucinta as estratégias de negócio adotadas pelas empresas aéreas, e identificou um modelo de baixo custo brasileira. Trata-se de um modelo híbrido entre as estratégias de diferenciação e baixo custo. As empresas analisadas procuram simultaneamente oferecer serviços para clientes corporativos e estimular novos mercados, sobretudo o mercado de baixa renda. De acordo com Porter (1985), esse tipo de estratégia poderia ser classificado como meio-termo, visto que a empresa não adota nenhuma das estratégias genéricas. Porém, o histórico dessas empresas permite avaliar que essas empresas iniciaram sua operação com modelo mais próximo à estratégia de baixo custo, e tiveram que evoluir ou reformular completamente esse modelo de acordo com as características do mercado brasileiro. / The Bottom of Pyramid has become increasingly relevant market to all business sectors. It is estimated that in 2010 social classes C and D will account for over half the consumption of the Brazilian domestic market. Brazilian airlines, who have historically been characterized by providing service for the high income classes, began to develop strategies to attract lowincome public to travel by plane, using strategies developed in other industries and adapting to the particularities of the airline industry. This research has identified strategies for Brazilian airlines to reach the Bottom of Pyramid market. As this segment is still limit, strategies still focus on the marketing mix, such as product, price, distribution channel, communication and service. Practices adopted by retailers to attract and retain low-income consumers, as the neighborhood store, door to door, alternative financing to credit card have been tested and adopted by the airlines studied, complementing the usual practices of the market. This research also evaluated the main factors that affect the introduction of Bottom of Pyramid in the airline industry. The major concern of airlines examined in this study is with the airport infrastructure, which can limit the expansion of the airline industry in Brazil. Tour operators are already perceived by the airlines as a promoter for this process. Finally, this research evaluated the business strategies adopted by airlines, and identified a Brazilian low-cost model. The model is a hybrid between the strategies of differentiation and low cost. The analyzed airlines are seeking to offer services to both corporate customers and stimulate new markets, particularly the Bottom of Pyramid. According to Porter (1985), this strategy could be classified as stuck in the middle, because the company does not adopt any of the generic strategies. However, the history of these companies can assess that these companies started their operation with model closer to the strategy of low cost, and they had to evolve or completely redesign this model according to the characteristics of the Brazilian market
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Estudo sobre estratégias de negócio de empresas de transporte aéreo para atender o mercado de baixa renda: estudo de caso / Analysis of airline business strategies to capture the bottom of pyramid: case studyPedro Leme Fleury 17 September 2010 (has links)
O mercado de baixa renda tem se tornado cada vez mais relevantes para todos os setores empresariais. Estima-se que em 2010 as classes C e D serão responsáveis por mais da metade do consumo do mercado interno brasileiro. Empresas de transporte aéreo brasileiras de passageiros, que historicamente se caracterizaram por prestar serviço voltado para as classes de maior renda, passaram a desenvolver estratégias para atrair o público de baixa renda para viajar de avião, partindo de estratégias concebidas em outras indústrias e adaptando às particularidades do setor aéreo. O presente trabalho identificou as estratégias de empresas aéreas brasileiras para atender o mercado de baixa renda. Devido ao fato do mercado de baixa renda para o transporte aéreo ser ainda embrionário, as estratégias se concentra ainda no composto mercadológico, como produto, preço, canal de distribuição, comunicação e serviço. Práticas adotadas pelo varejo para atrair e reter o consumidor de baixa renda, como a loja de vizinhança, porta a porta, meios de financiamento alternativos ao cartão de crédito tem sido testadas e adotadas pelas empresas aéreas analisadas, complementando as práticas usuais do mercado. Essa pesquisa avaliou ainda os principais fatores indutores e restritivos à inserção da baixa renda no setor de transporte aéreo. A maior preocupação das empresas aéreas analisadas nesse estudo é com a infra-estrutura aeroportuária, que pode se tornar limitador da expansão do setor aéreo no Brasil. Já as operadoras de turismo são percebidas pelas empresas aéreas como agente indutor à inserção da população de baixa renda, em especial pela venda de pacotes de turismo. Finalmente, essa pesquisa avaliou, ainda que de maneira sucinta as estratégias de negócio adotadas pelas empresas aéreas, e identificou um modelo de baixo custo brasileira. Trata-se de um modelo híbrido entre as estratégias de diferenciação e baixo custo. As empresas analisadas procuram simultaneamente oferecer serviços para clientes corporativos e estimular novos mercados, sobretudo o mercado de baixa renda. De acordo com Porter (1985), esse tipo de estratégia poderia ser classificado como meio-termo, visto que a empresa não adota nenhuma das estratégias genéricas. Porém, o histórico dessas empresas permite avaliar que essas empresas iniciaram sua operação com modelo mais próximo à estratégia de baixo custo, e tiveram que evoluir ou reformular completamente esse modelo de acordo com as características do mercado brasileiro. / The Bottom of Pyramid has become increasingly relevant market to all business sectors. It is estimated that in 2010 social classes C and D will account for over half the consumption of the Brazilian domestic market. Brazilian airlines, who have historically been characterized by providing service for the high income classes, began to develop strategies to attract lowincome public to travel by plane, using strategies developed in other industries and adapting to the particularities of the airline industry. This research has identified strategies for Brazilian airlines to reach the Bottom of Pyramid market. As this segment is still limit, strategies still focus on the marketing mix, such as product, price, distribution channel, communication and service. Practices adopted by retailers to attract and retain low-income consumers, as the neighborhood store, door to door, alternative financing to credit card have been tested and adopted by the airlines studied, complementing the usual practices of the market. This research also evaluated the main factors that affect the introduction of Bottom of Pyramid in the airline industry. The major concern of airlines examined in this study is with the airport infrastructure, which can limit the expansion of the airline industry in Brazil. Tour operators are already perceived by the airlines as a promoter for this process. Finally, this research evaluated the business strategies adopted by airlines, and identified a Brazilian low-cost model. The model is a hybrid between the strategies of differentiation and low cost. The analyzed airlines are seeking to offer services to both corporate customers and stimulate new markets, particularly the Bottom of Pyramid. According to Porter (1985), this strategy could be classified as stuck in the middle, because the company does not adopt any of the generic strategies. However, the history of these companies can assess that these companies started their operation with model closer to the strategy of low cost, and they had to evolve or completely redesign this model according to the characteristics of the Brazilian market
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Exploring negative brand experiences at the Bottom of PyramidThupae, Keneilwe 17 July 2011 (has links)
The purpose of the research study was to build a deeper understanding of negative brand experiences for consumers at the Bottom of the pyramid segment. The research took an approach of looking at a negative brand experience from end to end, by focusing on elements such as brand contacts, triggers and customer response across different experience dimensions. The literature asserts that for companies to succeed at the Bottom of the Pyramid they need to forego existing assumptions, companies must realise that low income consumers are brand conscious in order to build successful brands. Building successful brands at this market involves offering more than just a functional offering but creating an emotional bond through positive experiences. Such experiences are created each time one is in contact with one of the brand touch-points. The qualitative study showed that consumers value being treated with respect in addition to the provision of a product or service. It also shows that negative brand experiences can happen at various points for both products and services irrespective of whether a product is regarded as hedonic or utilitarian. The nature of negative word of mouth within this segment needs to be explored further as the study showed that there are other factors that influence one to spread negative word of mouth. The research study also shows that consumers are sensitive to brands that demonstrate not to care or those that break trust as such experiences lead to strong negative emotions. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted
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The effect of mobile marketing on the purchase of staple products: a case of bottom of the pyramid consumers in KhayelitshaMvula, Wandile 29 January 2020 (has links)
The growth of mobile penetration in Africa has seen a rise in marketers seeking new ways of using mobile marketing to improve their business and develop sustainable marketing strategies. An empirical study on BOP consumers living in Khayelitsha, Cape Town, comprising a survey of a sample of 385 respondents, was conducted. The measurement items were assessed through six hypotheses using Structural Equation Modelling with Smart PLS 3 software. The results confirm that there is a significant relationship between social influence and trust, price sensitivity and purchase intention, service quality and trust and lastly, between service quality and satisfaction. The relationship between trust and purchase intention and the relationship between satisfaction and purchase intention are not significant. The relationship between service quality and satisfaction showed the strongest significance amongst the hypotheses, whereas the weakest relationship showing the least significance effect amongst the hypotheses is between satisfaction and purchase intention. Implications of the study suggest that managers should consider the BOP consumer differently when marketing to them as they have different consumer behaviours to other market segments. For future research, more research should be done on the BOP with regard to their adaptions to mobile marketing as this will help marketers to find better marketing strategies for their businesses to better serve this market segment. Recommendations and limitations on mobile marketing adoption within BOP are discussed.
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The impact of brand equity on consumer buying behaviour among bottom of the pyramid consumers in South Africa: A case study of Parmalat yoghurtHlela, Sinegugu 12 March 2020 (has links)
There has been significant research done on the impact of branding on consumer buying behaviour over the years, however, consumers at the bottom of the pyramid (BoP) have been ignored and very little research has been done in the South African market. This study examines the impact of brand equity on purchase intention of Parmalat yoghurt in the South African BoP market using socio-economic status, price sensitivity and sales promotion as mediating variables. Data was collected from 289 South African BoP consumers residing in Soweto. The study tested six hypotheses using PLS- SEM. Data was analysed using SmartPLS software. The results show that of the six hypotheses tested, only three are supported, namely, the relationship between brand equity and socio-economic status, socio-economic status and purchase intention and price sensitivity and purchase intention. Socio-economic status as a mediator has the most significant impact on the relationship between brand equity and purchase intention. The findings of this study give some implications for managers and marketers of yoghurt brands. Brand equity influences on purchase intention of yoghurt products and socio-economic status has the strongest mediating influence suggesting that companies must build and maintain strong brand equity in order to create a positive influence on purchase intention for their brands. Managers need to understand the underlying reasons as to why consumers would choose a competitor’s brand. Based on this study, socio-economic status and price sensitivity are the two most influencing mediators in the purchase intention of yoghurt, thus it is imperative for managers to take this into consideration when devising and implementing branding strategies.
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Designing for Disruption: Preparing Product Designers for the Next BillionGauthier, Noel 23 September 2011 (has links)
No description available.
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Organisational Learning in Business Model Innovation in the Bottom of Pyramid market : An empirical fieldwork about the market introduction of clean cookstoves in MozambiquePremer, Stefan, Nansubuga, Brenda January 2018 (has links)
There is a need for cleaner technology initiatives into the Bottom of the Pyramid (BoP) market to combat the effects of climate change. The difficulty of these initiatives lies in their business model innovation process, as those organisations struggle in finding adequate strategies to establish their business in the BoP market. The BoP market is characterised as highly uncertain, which makes the operation of businesses challenging. Hereby the thesis aims at answering the question on how organisational learning occurs in business model innovation in the BoP market. Through a case study approach, the thesis intends to understand the requirements to establish a functioning business model by analysing organisational learning under business model innovation within the BoP market. This has been realised through a three week field study in Northern Mozambique, observing the market introduction of a cleantech company operating in this context. Hereby the business model innovation process and the environment of operation was analysed. This research contributes to the current discussion of business model innovation in BoP markets by detecting organisational learning as a useful mechanism and adding relevant insights on how organisational learning occurs in this specific context. Therefore the study opens the discussion on organisational learning in business model innovation in the context of the BoP market by asking for further studies on the topic.
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Serving the base of the pyramid in South Africa : the case of the Mzansi basic bank accountFick, James Desmond 12 1900 (has links)
Thesis (MBA (Business Management))--University of Stellenbosch, 2007. / AFRIKAANSE OPSOMMING: Die Mzansi rekening, as Eerste Orde Nasionale rekening, is gesamentlik deur die “Groot 4”
banke geloods, spesifiek met die oog daarop om toegang tot groter finansiële dienste te
bewerkstellig in lyn met die Finansiële Dienste Handves. Hierdie navorsingsverslag ondersoek die
sukses van die Mzansi rekening in terme van die verbetering van toegang tot finansiële dienste
en die verwesinliking van Prahalad se visie van die Fortuin aan die onderkant van die piramide
of die sogenaamde Base of the Pyramid (BoP). Die studie is gedoen deur onderhoude te voer met
industrie-kenners wat nou betrokke was met die loods van die Mzansi rekening, asook deur ’n
oorsig te doen van ’n verslag van die onlangse kommisie van ondersoek oor kompetisie in die
bankwese in Suid Afrika.
Die Mzansi rekening is inderdaad suksesvol daarin om toegang tot finansiële dienste vir alle
Suid Afrikaners beskikbaar te maak, maar dit is steeds nie winsgewend vir die banke nie. Die
Mzansi rekening is dus nie in lyn met Prahalad se visie van die BoP nie.
Die winsgewendheid van die rekening in die toekoms hang af van die graad van aanvaarding van
armes van meer doeltreffende elektroniese transaksies. Tot op datum wil dit voorkom asof
Prahalad se gevoel dat die armes gevorderde tegnologie maklik aanvaar nie in die bank sektor in Suid Afrika geld nie.
’n Toenemende fokus op gebruik eerder as toegang en ’n beter belyning met Prahalad se twaalf
beginsels van innovasie by die BoP mag egter wel beter wins vir die banke inhou. Selfs al sou
winste nie materialiseer nie, is dit steeds voordelig vir banke wat bereid is om te eksperimenteer en te leer van die Mzansi ervaring. Die Mzansi rekening mag dalk die katalis wees vir nuwe en verbeterde produkte wat suksesvol sal wees in die BOP mark. / ENGLISH ABSTRACT: The Mzansi account, as a First Order National Bank Account, was jointly launched by the Big 4 Banks (ABSA, FNB, Nedbank and Standard Bank) specifically to increase access to financial
services in line with the requirements of the Financial Sector Charter (FSC). This study explores the success of the Mzansi account with regard to improving access to financial services and achieving Prahalad’s vision of a Fortune at the Bottom of the Pyramid (BoP). The study was
conducted by interviewing industry experts who were intimately involved in the launch of the
Mzansi account and reviewing the transcripts of the recent commission of enquiry into the
competition of banking in South Africa.
The Mzansi account has been successful in increasing financial access for all South Africans but
has not proved to be profitable for the banks. The Mzansi bank account therefore does not
support Prahalad’s vision that there is a fortune at the base of the pyramid.
The future profitability of the account is dependent on the acceptance of the poor of more
efficient electronic transacting. To date it would seem that Prahalad’s notion that the poor accept
advanced technology readily does not apply within the banking sector of South Africa.
An increased focus on usage as apposed to access and a better alignment to Prahalad’s twelve
principles of innovation at the BoP may well bring increased profits for the banks. Even if profits don’t materialise, for those banks willing to experiment and learn from the Mzansi experience.
The Mzansi account may well be a catalyst for new and/or improved products that will be
successful in the BoP market.
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Legal and regulatory aspects of mobile financial servicesPerlman, Leon Joseph 11 1900 (has links)
The thesis deals with the emergence of bank and non-bank entities that provide a range of unique
transaction-based payment services broadly called Mobile Financial Services (MFS) to unbanked,
underserved and underbanked persons via mobile phones.
Models of MFS from Mobile Network Operators (MNOs), banks, combinations of MNOs and banks, and
independent Mobile Financial Services Providers are covered. Provision by non-banks of ‘bank-type’
services via mobile phones has been termed ‘transformational banking’ versus the ‘additive banking’
services from banks. All involve the concept of ‘branchless banking’ whereby ‘cash-in/cash out’ services
are provided through ‘agents.’
Funds for MFS payments may available through a Stored Value Product (SVP), particularly through a
Stored Value Account SVP variant offered by MNOs where value is stored as a redeemable fiat- or mobile
‘airtime’-based Store of Value.
The competitive, legal, technical and regulatory nature of non-bank versus bank MFS models is discussed,
in particular the impact of banking, payments, money laundering, telecommunications, e-commerce and
consumer protection laws. Whether funding mechanisms for SVPs may amount to deposit-taking such that
entities could be engaged in the ‘business of banking’ is discussed. The continued use of ‘deposit’ as the
traditional trigger for the ‘business of banking’ is investigated, alongside whether transaction and paymentcentric
MFS rises to the ‘business of banking.’
An extensive evaluation of ‘money’ based on the Orthodox and Claim School economic theories is
undertaken in relation to SVPs used in MFS, their legal associations and import, and whether they may be
deemed ‘money’ in law.
Consumer protection for MFS and payments generally through current statute, contract, and payment law
and common law condictiones are found to be wanting. Possible regulatory arbitrage in relation to MFS in
South African law is discussed.
The legal and regulatory regimes in the European Union, Kenya and the United States of America are
compared with South Africa. The need for a coordinated payments-specific law that has consumer
protections, enables proportional risk-based licensing of new non-bank providers of MFS, and allows for a
regulator for retail payments is recommended. The use of trust companies and trust accounts is
recommended for protection of user funds.
| vi / Public, Constitutional and International Law / LLD
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Legal and regulatory aspects of mobile financial servicesPerlman, Leon Joseph 11 1900 (has links)
The thesis deals with the emergence of bank and non-bank entities that provide a range of unique
transaction-based payment services broadly called Mobile Financial Services (MFS) to unbanked,
underserved and underbanked persons via mobile phones.
Models of MFS from Mobile Network Operators (MNOs), banks, combinations of MNOs and banks, and
independent Mobile Financial Services Providers are covered. Provision by non-banks of ‘bank-type’
services via mobile phones has been termed ‘transformational banking’ versus the ‘additive banking’
services from banks. All involve the concept of ‘branchless banking’ whereby ‘cash-in/cash out’ services
are provided through ‘agents.’
Funds for MFS payments may available through a Stored Value Product (SVP), particularly through a
Stored Value Account SVP variant offered by MNOs where value is stored as a redeemable fiat- or mobile
‘airtime’-based Store of Value.
The competitive, legal, technical and regulatory nature of non-bank versus bank MFS models is discussed,
in particular the impact of banking, payments, money laundering, telecommunications, e-commerce and
consumer protection laws. Whether funding mechanisms for SVPs may amount to deposit-taking such that
entities could be engaged in the ‘business of banking’ is discussed. The continued use of ‘deposit’ as the
traditional trigger for the ‘business of banking’ is investigated, alongside whether transaction and paymentcentric
MFS rises to the ‘business of banking.’
An extensive evaluation of ‘money’ based on the Orthodox and Claim School economic theories is
undertaken in relation to SVPs used in MFS, their legal associations and import, and whether they may be
deemed ‘money’ in law.
Consumer protection for MFS and payments generally through current statute, contract, and payment law
and common law condictiones are found to be wanting. Possible regulatory arbitrage in relation to MFS in
South African law is discussed.
The legal and regulatory regimes in the European Union, Kenya and the United States of America are
compared with South Africa. The need for a coordinated payments-specific law that has consumer
protections, enables proportional risk-based licensing of new non-bank providers of MFS, and allows for a
regulator for retail payments is recommended. The use of trust companies and trust accounts is
recommended for protection of user funds.
| vi / Public, Constitutional and International Law / LL. D.
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