Made available in DSpace on 2016-04-28T20:19:08Z (GMT). No. of bitstreams: 1 2006-Roberto Jorge Cruz de Aragao.pdf: 1167621 bytes, checksum: 504c0a97a2d0a08c192d3a507c5e3d1e (MD5) Previous issue date: 2007-02-23 / Eficient Strategy Empresarial with Instrument to This work is a case study, accomplished with the residential customers of the mirror company FALMEC, of the sector of cookelectrodomestics. The objective was to verify if the competitive market strategy employed by the researched company, based on the differentiation of products and services, was properly noticed by their customers from the moment of purchase, as a motivation factor, as well as, in the use of their services. Thus, the conception of competitive strategy, based on Michael Porter, was adopted in this research, mainly in regard to the differentiation strategy, which was the central point of analysis. / Este trabalho desenvolveu um estudo de caso, realizado junto aos clientes residenciais da empresa espelho FALMEC do setor de eletrodom?sticos de coc??o. O mesmo teve como objetivo verificar se a estrat?gia competitiva de mercado adotada pela empresa pesquisada, lideran?a no segmento elevado, a qual est? baseada na diferencia??o de produtos e servi?os, devidamente percebida pelos seus clientes desde o momento da compra, enquanto fator motivante, bem como, na utiliza??o de seus servi?os. Para tanto, adotou-se nesta pesquisa a concep??o de estrat?gia competitiva baseada em Michael Porter, principalmente no que diz respeito ? estrat?gia de diferencia??o a qual foi o ponto central de an?lise.