Submitted by ibson santos (ibsonjunior@hotmail.com) on 2012-10-25T20:57:01Z No. of bitstreams: 1 Estratégia de Posicionamento no Varejo Farmacêutico com Foco no Cliente Idoso.pdf: 2047735 bytes, checksum: 80e2ae5bef27ca3423179636d714e9d1 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2012-10-31T18:34:11Z (GMT) No. of bitstreams: 1 Estratégia de Posicionamento no Varejo Farmacêutico com Foco no Cliente Idoso.pdf: 2047735 bytes, checksum: 80e2ae5bef27ca3423179636d714e9d1 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-11-06T11:43:45Z (GMT) No. of bitstreams: 1 Estratégia de Posicionamento no Varejo Farmacêutico com Foco no Cliente Idoso.pdf: 2047735 bytes, checksum: 80e2ae5bef27ca3423179636d714e9d1 (MD5) / Made available in DSpace on 2012-11-06T11:45:01Z (GMT). No. of bitstreams: 1 Estratégia de Posicionamento no Varejo Farmacêutico com Foco no Cliente Idoso.pdf: 2047735 bytes, checksum: 80e2ae5bef27ca3423179636d714e9d1 (MD5) Previous issue date: 2012-08-23 / The present study aims to present a case study of an integrated pharmacy and how this company has positioned itself in the pharmaceutical retail market before its competitors, with a strategy focused on the elderly client and as added value to their services, creating value for themselves and for their clients. The theoretical foundation of this project is directly linked to the concepts of competitive strategies focused on differentiation of services to the elderly. Data collection was carried out a survey, from a convenience sampling and non-probability, with two hundred elderly banks in the city of Cabo Frio, to understand the profile of this consumer. Based on the results presented, it was the strategic importance of a small company to identify a niche and position yourself correctly in the pharmaceutical retail market, thus competing with the big drugstore chains that have established themselves in the city. / O presente estudo tem como objetivo apresentar um estudo de caso de uma farmácia integrada e como esta empresa se posicionou no mercado do varejo farmacêutico perante seus concorrentes, com uma estratégia focada no cliente idoso e como agregou valor aos seus serviços, criando valor para si e para seus clientes. A fundamentação teórica deste projeto está diretamente ligada aos conceitos de estratégias competitivas focada na diferenciação de serviços ao idoso. Na coleta de dados foi realizada uma pesquisa, a partir de uma amostragem por conveniência e não probabilística, com duzentos idosos nos bancos da cidade de Cabo Frio, para entender o perfil deste consumidor. Com base nos resultados apresentados, verificou-se a importância estratégica de uma pequena empresa identificar um nicho e se posicionar corretamente no mercado do varejo farmacêutico, conseguindo assim competir com as grandes redes de drogarias que já se estabeleceram na cidade.

Inledning: En distributionskedja fungerar genom att förädla en råvara till färdig produkt genom råvaruleverantörer, producenter, leverantörer, återförsäljare och konsumenter. I den klassiska distributionskedjan är det i regel leverantörerna som hanterar den slutgiltliga förpackningen och står för det varumärke konsumenten ser i butik. Denna marknad har under senare tid upplevt en stor förändring i form av återförsäljarnas egna märkesvaror (EMV). Dessa varor är tillverkade för att vara så lika marknadsledaren som möjligt och står ofta dessutom direkt bredvid dem i butikshyllan. I regel kostar de lite mindre men upplevs ha liknande värde och kvalitet. Marknadsandelarna för dessa egna märkesvaror har de senaste åren ökat stort och förväntas öka ännu mer. Återförsäljarna tillverkar inte dessa egna märkesvaror själva - de produceras av leverantörerna. Då denna marknad är mättad förlorar leverantörerna marknadsandelar då dessa produkter tar plats på marknaden. Denna studie vill gå till botten med hur leverantörerna hanterar denna trend för att fortsätta vara lönsamma och vara en del av distributionskedjan. Syfte: Studien syftar till att utforska leverantörers möjligheter, risker och strategiska beslut i hänseende till en organisations plats och styrka i distributionskedjan. Metod: Detta är en kvalitativ studie som utgår från leverantörens perspektiv. Empirin har samlats in genom semistrukturerade intervjuer med nyckelpersoner hos leverantörsorganisationer som är engagerade i EMV-produktion. Slutsats: EMV erbjuder leverantörerna många möjligheter till tillväxt och utökad konkurrensstyrka, men till en sämre marginal och kostnadsstruktur vilket kan ha förödande konsekvenser. EMV utmanar den klassiska synen på distributionskedjan och konkurrensstrategier. / Introduction: A classic distribution chain consists of a raw material supplier, manufacturer, wholesaler, retailer and consumer. In this chain it's usually the manufacturers that delivers the branded product which ends up in the store shelf. This market has in recent times had a great change in the form of the retailers own brands (PL). These products are made to be similar to the market leader, and they are often placed right next to them on the store shelf. As a rule they have a slightly lower price but the similar quality. These products have risen in popularity and they are expected to rise even more. The retailers however do not manufacture their own products - that is the manufacturer's job. Considering the market is completely mature, this implicates that whenever a new product enters, it does this on the cost of someone else. This study wants to examine how the manufacturers work to keep their place in the distribution chain. Purpose: The purpose of this study is to explore the manufacturer's opportunities, risks and strategic possibilities regarding their place in the distribution chain. Methodology: This is a qualitative study from the suppliers perspective. The data is collected through semi-structured interviews with key personalities from within the organizations who are engaged with private label production. Conclusions: EMV offer the manufacturers many possibilities for growth and strength, but at the cost of lower margins. PL challenges the classic view of the distribution chain and strategies of competition.

This work is focused on the concept of competitive strategy Philip Kotler, to strengthen the market position of the company and help it compete more effectively. The theoretical part contains information on documents that are relevant to developing competitive strategies, and of course, knowledge about competitive strategy Kotlerových themselves. The practical part is focused on the insurance market in the Czech Republic, on which, respectively at selected companies operating in this sector will be given practical examples of these strategies.

Diploma thesis is focused on the brand building proces of the retail chain with sports equipment Decathlon. Appropriate theoretical concepts for brand development and for identification of competition are identified in the thesis. On the basis of this knowledge and using the methodology of market and competition analysis, the next part of the thesis analyzes the brand and its position towards competition, the market, as well as the survey of customer perception. The final step is to formulate suitable measures for brand development in the chosen market, which are based on the previous parts of the work.

The aim of this work is propose competitive strategy of Stytotrade company. It is divided into three segments: theoretic part, analytical part and project part. The theoretical part present the company and literary sources that deal with strategies of competitive advantage, Porter generic strategies, theory knowledge of competition, marketing research and strategy for market leader. Analytical part is focused on the identification of competition, macro environment, current corporate strategy, marketing mix and marketing research. Project part - data from the marketing research are processed to SWOT analysis that is fundation for the propose of competitive strategy.

This diploma thesis concerns in the first part on conditions for entrepreneurship in Spain and in Czech Republic. It also analyses current position of family companies in the hospitality industry, both spanish and czech. In the conclusion I suggest steps which should lead into growth of attendance of the czech brasserie, it´s bigger popularity and increase in effectivness. Finally, the implementation of such proposals in practice should mean higher customers‘ satisfaction.

This diploma thesis deals with strengthening of competitiveness of the accounting centre “Pneuservis” in the VOP GROUP, s.r.o., which currently faces financial problems and lacks enough competitiveness. Proposals have been outlined on the basis of the strategic analysis. The competitive strategy has been developed for Pneuservis VOP GROUP, s.r.o., the part of which has been the formulation of vision, mission and strategic goals. The objective has been defined as acquisition of new customers and, consequently, strengthening of competitiveness of Pneuservis VOP GROUP, s.r.o..

Companies in commoditised marketplaces such as the fresh milk market in the Western Cape are seeking ways to improve sales and increase their market shares relative to the competition. This study explored differentiation as a viable competitive strategy in the Western Cape fresh milk market to increase market share and drive brand preference. Using telephonic interviews to administer a structured questionnaire to a randomly selected sample of 300 respondents, the study undertook to identify Western Cape milk consumers’ procurement behaviour, the attributes that consumers look for when selecting fresh milk and their selection criteria when choosing between fresh milk brands. The study found that nine attributes influenced the consumer’s choice of fresh milk brand, with price, consistency of taste, consistency of colour and expiry date being the most important. Brand attributes such as the company image, environmental concerns, company location, animal welfare and packaging played a less prominent role, but were also considered by consumers when selecting a brand of fresh milk. The study concluded that while price was the overriding decision-making variable, a differentiation strategy based on the nine identified attributes, or a subset thereof, will influence consumer procurement behaviour and potentially sway consumer preference. The study contributes to the existing body of knowledge on differentiation as a competitive strategy and specifically applies it to the Western Cape fresh milk market. / Marketing and Retail / M. Com. (Marketing and Retail Management)

The dissertation thesis is focused on the creation of the competitive strategy involving the cooperation with other subjects on the market. It has been chosen the concrete industry of Information and Communication Technologies (ICT). The specifics of this industry have been defined. Those specifics are highly determining factors for successful companies. ICT is extremely globalized and has interdisciplinary characteristics. It is the fastest developing industry with the lowest language barrier. This combination makes the ICT industry as a greatly potential world-wide expansion industry. The communication technologies became common part of information technologies and all together enter into other fields, such as energy, banking, health etc. The market is globalized and only one company has very small power. This is why the cooperation between companies is preferring form of gaining a number of strategic goals, e.g. entering new markets, collective R&D. The current state of competitive strategies and strategic alliances mapping is also the key part of the work. The clusters form of cooperation is described in more detail, because this platform of collaboration has been chosen as the most suitable one according the ICT industry specifics. Based on theoretical research the further research has been done. The collected data has been proceed with statistic methods used the MS Excel or STATISTICA software. The outputs show the key activities and factors of competitive cluster, together with potential risks and the benefits for the clusters members. All the above mentioned has been implied into the methodology of competitive strategy creation including the clusters membership. This methodology is the main goal of the dissertation thesis.

Kooperasies, as werktuie ter doelwitbereiking vir graanprodusente, het sedert hul totstandkoming onderskeibare ontwikkelingsfases deurgegaan. Die toepassing van kooperasie as mededingingstrategie deur graanprodusente is grootliks bei"nvloed deur die veranderings wat tydens die ontwikkelingsfases voorgekom het. Aksies wat in die loop van hierdie ontwikkellngsfases ingestel was, het mettertyd onduidelikhede oor die bestaansgrondslag van die kooperasies laat ontstaan. Die klJmaat van politieke veranderings wat tans in die land heers, kan ook belangrike veranderings meebring ten opsigte van die grondslag waarop kooperasies funksioneer. Pie uitwerking van die verwagte veranderings kan kooperasies forseer om strategiese aanpassings in hul strukture te maak ten einde steeds suksesvol te kan bly voortbestaan. · Graanprodusente verkeer in 'n posisie wat vereis dat daar besin moet word oor strategiee wat gevolg kan word ten einde steeds suksesvol in die onsekere markomstandighede mee te ding. Die toepassing van kooperasie as mededingingstrategie waarvolgens graanprodusente deur lidmaatskap van die kooperasies in die mark deelgeneem het, kom nou ook onder die loep. Die hoofprobleem waarop daar dus in hierdie studie gefokus word, is om te bepaal of kooperasie as mededingingstrategie geskik is om die individuele en kollektiewe belange van graanprodusente te bevorder. Van die belangrikste bevindings van die studie is: Graanprodusente voorsien dat kooperasie individuele graanprodusente se markoptrede kan versterk. Graanprodusente is van mening dat hulle deur middel van kooperasie wat manifesteer in selfstandige besigheidsondernemings, genaamd ''kooperasies", 'n positiewe invloed vir graanprodusente op die mark kan uitoefen. Daar kcan nie 'n beduidende negatiewe, of positiewe persepsie oor onderlinge mededinging en die invloed wat die vryemarkbedeling daarop uitoefen, by graanprodusente gei"dentifiseer word nie. Dit blyk egter dat sommige graanprodusente die vryemarkbedeling as 'n belangrike markfaktor bejeen. Ander graanprodusente huldig 'n meer buigsame benadering jeens die vryemarkbedeling. Graanprodusente is, met enkele klemverskille, van mening dat die kooperasies nie daarin slaag om die tradisionele kooperasiebeginsels in die wyse waarop kooperasies hul besigheid bedryf, volledig toe te pas nie. Graanprodusente het oor die algemeen gesien duidelike menings oor die noodsaaklikheid daa.rvan dat die staat nie by die graanbedryf meet inmeng nie. Ander tipes ondersteuningstrategiee, soos die oprigting van beslote korporasies of maatskappye, geniet wisselende steun. 'n Beduidende groep graanprodusente is onseker oor moontlikhede om maatskappye met kapitaalgroei as basis te skep, om sodoende in geheel met kooperasies weg te doen. / Co-operatives have experienced distinguishable changes. The application of co-operation as a competitive strategy by g~in producers was largely influenced by the changes. The prevailing political changes can also instigate important changes with regard to co-operatives. Grain producers must revise strategies to maintain successful competition in the market. The study investigates co-operation as a competitive strategy to advance the individual and collective interests of grain producers, Findings are: Grain producers are convinced that co-operation enhances the market related actions of individual grain producers. Grain producers can, through co-operation, exercise a positive influence in the market. No definite negative or positive perception concerning the influence of the free market system upon mutual competition could be identified. Grain producers are convinced that the state should not interfere with the grain industry. / Business Management / M. Admin. (Business Management)