O objetivo do presente estudo é analisar a importância do marketing de relacionamento para a estratégia competitiva de orientação para mercado, com foco em organizações business to business. Para atingir tal objetivo, foram estudados aspectos do processo de formação estratégica nas empresas, assim como os aspectos das estratégias de crescimento e competitiva. Alinhado ao estudo das estratégias competitivas, foi estudada a teoria de orientação para mercado e a importância do desenvolvimento do marketing de relacionamento em mercados altamente competitivos, para a obtenção de desempenho superior de uma empresa em relação a seus concorrentes. Para complementar e enriquecer o estudo, foi realizada uma pesquisa de campo por meio de um estudo de caso no mercado empresarial de inseminação animal, com foco no mercado de bovinos. A empresa estudada foi a IVP do Brasil, empresa líder de mercado que detém 90% de participação comercializando produtos para inseminação animal da IMV Technologies, multinacional francesa. A pesquisa de campo foi conduzida junto à empresa e a um grupo de clientes. Os principais resultados indicam que a liderança da empresa se dá em função de seu alto desempenho no principal fator-chave de sucesso do mercado em que atua. A crescente concorrência, tanto em quantidade quanto em valor ofertado, exige que a empresa desenvolva ações de intimidade com seus clientes, se desejar continuar na liderança deste mercado. / The purpose of this study is to analyze the importance of relationship marketing for competitive strategy of market orientation, with focus on business to business organizations. To achieve this goal, some topics were investigated in detail, such as the strategic building process in companies and the growth and competitive strategies. Subsequent to the study of competitive strategy the market orientation theory was also studied as the importance of the development of relationship marketing in high competitive markets, to achieve superior performance. As a complementary study that enriches the investigations, a field research was conducted as a case study in the animal insemination business market, with focus on the cow market. The company studied was IVP of Brazil, leader in this market with 90% market share, trading animal insemination products from IMV Technologies, a French multinational company. The field research was conducted in collaboration with the company and involving a group of their customers. The main results point to the fact that the company leadership is a result of its high performance in the major key success factor of the market, under consideration. As the competition with quality grows more efficiently, the company must develop customer intimacy strategies, if it would like to keep its leadership in this market.

Orientador: Miguel Juan Bacic / Dissertação (mestrado profissional) - Universidade Estadual de Campinas, Faculdade de Engenharia Mecanica / Made available in DSpace on 2018-08-03T21:09:28Z (GMT). No. of bitstreams: 1 Mamontow_Anatolio_M.pdf: 9281693 bytes, checksum: 726a338814d526a00d373f0c9923ca3f (MD5) Previous issue date: 2003 / Resumo: O trabalho examina a maneira pela qual a empresa DaTerra enfrenta os desafios do atual cenário competitivo - a desregulamentação do mercado e seus efeitos no sistema Agroindustrial do Café, a mudança de hábitos dos consumidores, a segmentação dos mercados e a diferenciação do produto - e como a mesma busca adaptar-se aos novos padrões de exigências do mercado consumidor. Uma das alternativas que atende este desafio é a produção e comercialização de café gourmet, um produto diferenciado, de alto valor agregado e maior qualidade. Após examinar o ambiente competitivo, a empresa DaTerra, resolveu se tomar plantadora e produtora de café gourmet e, para isso, optou pela estratégia de diferenciação do produto através do incremento da qualidade e realizou alterações nas atividades que compõem a cadeia de valores, visando agregar valor ao produto. Com isso, a mesma espera atender aos clientes exigentes de um segmento de mercado, caracterizado pela qualidade, hábitos sofisticados e maior renda. Em contrapartida, a DaTerra espera obter maior competitividade, conquistar e expandir mercados e aumentar a rentabilidade de seu negócio, mediante a cobrança de um preço-prêmio. Além do estudo generalizado da etapa de produção do café gourmet, se inclui, de modo sucinto, o exame das etapas de torrefação (elencada pela Illycafe italiana, principal compradora do café da DaTerra) e de distribuição envolvendo a representante exclusiva da Illycafe para o Brasil, a Casa do Pão-deQueijo / Abstract: This study case examine how the firm DaTerra face the challenges of the current situation market control break and its effects on the coffee Agribusiness, the changes of consumer behavior, the market segmentation and product differentiation - seeking to adapt itself to the new demand standards of the consumer markets and how it intends to obtain competitive advantage through differentiation of its products aiming to attend certain segments of coffee market. The study shows that one of alternatives that attend to actual challenges of competitive situation is the production and commercialization of gourmet coffee, a differentiated product with high aggregate value and higher quality. DaTerra made important modifications in activities that constitute value chain, adding value to the product and enhancing it quality. DaTerra waits to conquer markets and to enhance competitiveness and profitability of its business by caming a price-prize. Studies include roasting step (Illycafe (Italy) the main buyer of DaTerra product) and its Brazilian onliest distributor Casa do Pão-de-Queijo / Mestrado / Gestão da Qualidade Total / Mestre Profissional em Engenharia Mecanica

The aim of my thesis is the description and the analysis of the strategy. The thesis appreciate the Marketing mix of the retailer and the competitive strategy. I tried to describe the whole competitive position of the retailer in the market and the ability to compete.

Garnea a.s. has experienced several significant changes during the last year. Change in the primary market and main part of the product portfolio are the two major ones. Moreover, the company recently experienced a decline in the revenues and profits as well. Therefore, the main goal of this thesis was to define a completely new strategy which would reflect all the current changes and effectively fight the problems the company suffers from. For this purpose, the thesis provides the reader with company analysis. The characteristics of the market and main customers groups are defined in the industry analysis. Competitor analysis summarizes main competitors on the local as well as national level, points out their main strengths, weaknesses and highlights the strategic goals they are likely to pursue. Based on this information the competitive strategy of the company is crafted in respect to its current and future resources and capabilities. The strategy aims at achieving a better competitive position in the market.

Howden ČKD Compressors s.r.o. is a mechanical engineering company, which manufactures modern high-tech products, particularly industrial compressors, medium and large capacity electric motors and generators. The company provides its customers with complex technical services and supplies spare parts for different types of industrial equipment. The profound experience in manufacturing and business, technological basis, experienced design department and the existence of highly qualified staff help firm to satisfy client's highest requirements. The main objective of this thesis is analysis of present business activities and creating concept of competitive strategy for Russian Federation.

The aim is to analyze the potential application of digital cultural materials in teaching marketing management of cultural heritage applications in the educational environment and the importance of using new technologies in the context of e-learning site studies as a competitive element of specialized academic disciplines Arts management. Through searches of the available materials, information, studies, projects, theses, foreign web databases on the use of digitization of cultural heritage for e-learning and presentation purposes are identified current capabilities and use of these resources in the educational sphere. Analysis of the current possibilities of our universities and performing competitive analysis of academic disciplines dealing with arts management in the Czech Republic outlined the possibility of implementing new technologies in education in the field of Arts Management, University of Economics, Prague. The benefits of work are suggestions for the implementation of digital technologies in higher education teaching marketing management of cultural heritage and simultaneously use their outputs in practice

This master’s thesis deals with project of company’s Eisberg, a.s. business strategy. The master’s thesis describes and analyzes particular sections of company’s business in that the company works. I’m finding imperfections in these sections and sequentially I’m processing proposals and disposals that can enable to better the position of the company in the market.

The master’s thesis describes current situation on the market and its competition. It contains the proposal of an optimal competitive strategy for market segment „door fittings“ for the Czech Republic which should lead to maintenance of the position of the company or to reinforce its position on the market.

Master’s thesis deals with chart of competitive neighbourhood in K plasty s.r.o. business framework in Nové Město nad Metují. It covers competing firms, potencional and current clients and company’s internal structure and processes.

His text considers project of suitable future strategy for specific company, working in wine industry. Diploma thesis is divided into a few main parts. First chapter analysis current status, in the second part a theory needed for strategy is chosen. In the end of thesis suitable solution for competitive strategy will be suggested. This will also include target analysis.