The competition today has many faces and it has persuaded all kinds of organizations to prepare for the unknown. To broaden your capacity for quick changes or come up with effective and creative initiatives became imperative.
Therefore, the choice of strategy and the making of decisions can implicate in the survival of these companies. Our objective is to propose marketing
strategies to be used by small bakeries, with a goal to obtain competitive advantages. We emphasize also the study of the strategies adopted by these companies, the comparison of these companyâs strategic actions with the
theories advocated by the referred authors and the evaluation of these actions in accordance with the companyâs positioning. The themes of the theoretical referential that substantiated the field research along with the bakeryâs businessmen and managers are associated to the following thematics: strategy and concepts, competitive advantages, strategic positioning and marketing
strategy. The characteristics of the local bakeries and the profile of this sector were themes also studied for the better understanding on the subject. The researched companies are traditional bakeries and are of great economical importance for the region where they are installed. The research allowed us to confirm the unawareness of marketing. It was also verified, that the competition between companies of this sector is very aggressive, and that the companies which adopts marketing strategies do so with competitive advantages in mind. In a general way, it was observed that the elevated growth of the economy makes the changes in strategical behavior of the companies mandatory, which suggests a deeper look in to these questions. / A concorrÃncia hoje se apresenta com mÃltiplas faces e tÃm persuadido todo tipo de organizaÃÃo a se preparar para o desconhecido. Ampliar sua capacidade de mudanÃas rÃpidas ou para tomar iniciativas criativas e eficazes se tornou imperativo. Diante disto, a escolha de estratÃgias e as tomadas de decisÃes podem implicar na sobrevivÃncia destas empresas. Temos como objetivo propor estratÃgias de marketing a serem utilizadas por empresas panificadoras de pequeno porte, com a finalidade de obter vantagens competitivas. Enfatizamos tambÃm o estudo das estratÃgias adotadas pelas empresas em questÃo, a comparaÃÃo das aÃÃes estratÃgicas destas com as teorias preconizadas pelos autores referenciados e a avaliaÃÃo destas aÃÃes de acordo com o posicionamento de cada empresa. Os temas do referencial teÃrico que fundamentaram a pesquisa de campo junto aos empresÃrios e gerentes das panificadoras estÃo associados Ãs seguintes temÃticas: estratÃgias e conceitos, vantagens competitivas, posicionamento estratÃgico e as estratÃgias de marketing. As caracterÃsticas das empresas locais de panificaÃÃo e o perfil do setor de panificaÃÃo, tambÃm foram temas estudados para melhor embasamento sobre o assunto. As empresas pesquisadas sÃo panificadoras tradicionais que representam grande importÃncia econÃmica para a regiÃo onde estÃo instaladas. A pesquisa permitiu constatar o desconhecimento de tÃcnicas de marketing. Verificou-se, tambÃm, que a competiÃÃo entre as empresas do setor à bastante acirrada, e que as empresas que adotam as estratÃgias de marketing procuram fazÃ-lo visando vantagens competitivas. De forma geral, observou-se que o elevado crescimento da economia, torna obrigatÃria a mudanÃa de comportamento estratÃgico das empresas o que sugere um aprofundamento destas questÃes.
| Identifer | oai:union.ndltd.org:IBICT/oai:www.teses.ufc.br:1815 |
| Date | 25 October 2008 |
| Creators | Dulce Eleonora Moreira Capibaribe |
| Contributors | Josà de Paula Barros Neto, Ãrico Veras Marques, Marcos Ronaldo Albertin |
| Publisher | Universidade Federal do CearÃ, Programa de PÃs-GraduaÃÃo em AdministraÃÃo e Controladoria, UFC, BR |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da UFC, instname:Universidade Federal do Ceará, instacron:UFC |
| Rights | info:eu-repo/semantics/openAccess |
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