Made available in DSpace on 2016-04-28T20:19:12Z (GMT). No. of bitstreams: 1 2006-Helio Fernandez Figueira Filho.pdf: 1336727 bytes, checksum: 07d2e7bb6b7ffbda72fcc7a373a13c14 (MD5) Previous issue date: 2006-08-24 / This dissertation deals with the dynamic environment regarding the Brazilian residential telephone service established since its privatization, in 1997. The territorial division made by players with distinct strategies, all followed by a strict federal law, and the existence of a regulation organ for telecom services (ANATEL) contributed for the continuous expansion suffered by the sector between 1997 and 2003. At the same time, the mobile telephone industry revealed its competitive side, willing to increase its participation in this newborn market share. Considering this context, we search and present the theoretical and practical concepts for companies that offer residential telephone services so they can use them to create marketing strategies in order to defend themselves from the mobile telephone service threat and assure its sustentability as well. By using marketing concepts, wich allows the correct interaction between companies and the market, we add the possibility of using a statistic tool, specifically the linear regression type, that can point out the influence degree on different customers by the current and future demand for residential phone services. This right perception, even before the strategy itself, is fundamental condition for the future decision making regarding this sector of services. By analyzing the telephone market, a line is drawn between the present time, solid but with no further growth perspectives, and the future, that hides threats and opportunities in several segments, obliging companies to constantly study the customer s behave, each day more demanding, but still undefined. The segmentation concept, acquired by the analysis of the variables available that presented influence in the volume of residential phones in use, demonstrates the importance of the social classes and customer companies in the agreement and demand of the services offered. From this facts, the work has its closure by concluding that, if there is any group of consumers that demonstrates its force by the numbers of telephone lines in use, there is another one that is more vulnerable to the cancellation of the existing lines. / Esta disserta??o apresenta a forte din?mica apresentada pelo setor de telefonia fixa no mercado brasileiro a partir de sua privatiza??o, em 1997. A divis?o do territ?rio brasileiro entre empresas com estrat?gias distintas e tendo como ponto comum uma forte legisla??o federal, acompanhada de um ?rg?o regulador (ANATEL), fomentou este crescimento at? 2003. No mesmo per?odo a telefonia m?vel mostrou-se competitiva e capaz de disputar este mercado ainda em forma??o. Partindo deste contexto, s?o pesquisados e apresentados os subs?dios te?ricos necess?rios ?s empresas concession?rias de telefonia fixa para que, atrav?s do entendimento do cen?rio atual, possam ser criadas estrat?gias que garantam sua sustentabilidade frente ? amea?a da telefonia m?vel. Aos conceitos de marketing, que possibilitam o correto encadeamento de etapas de an?lise da intera??o empresa/mercado, soma-se a possibilidade de uso de ferramenta estat?stica, mais exatamente a regress?o linear, capaz de utilizar segmentos de mercado na pondera??o da influ?ncia de grupos distintos de consumidores na demanda atual e futura de acessos fixos. Esta percep??o correta, antes mesmo da defini??o da estrat?gia, ? condi??o sine qua non para a tomada de decis?o sobre o futuro deste setor da economia. Faz-se assim uma caminhada entre o presente, que se mostra forte por?m sem grandes perspectivas de crescimento, e o futuro, que esconde amea?as e oportunidades em diferentes segmentos, exigindo das organiza??es modelos distintos de acompanhamento de um mercado consumidor heterog?neo e exigente, por?m ainda n?o definido. A segmenta??o, obtida pela an?lise das vari?veis dispon?veis que apresentaram influ?ncia no volume de acessos fixos em uso, demonstra a import?ncia das classes sociais e das empresas consumidoras no entendimento e na demanda dos servi?os oferecidos. A partir desta constata??o, o trabalho se conclui com a avalia??o de que, se existe um grupo de consumidores que demonstra sua for?a pela quantidade de linhas em uso, existe outro que se apresenta mais vulner?vel ao cancelamento das linhas existentes.