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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.
| Identifer | oai:union.ndltd.org:IBICT/oai:localhost:tede/952 |
| Date | 24 August 2006 |
| Creators | Figueira Filho, H?lio Fernandez |
| Contributors | Nogueira, Heloisa Guimar?es Peixoto |
| Publisher | Universidade Federal Rural do Rio de Janeiro, Curso de P?s-Gradua??o em Gest?o e Estrat?gia em Neg?cios, UFRRJ, Brasil, Ci?ncias Sociais Aplicadas |
| 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 UFRRJ, instname:Universidade Federal Rural do Rio de Janeiro, instacron:UFRRJ |
| Rights | info:eu-repo/semantics/openAccess |
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