Geraldo Luciano Toledo

The prices of mailing services evaluated by companies

In the competitive business environment there is an inherent complexity in the price decisions. Although technical aspects and financial principles bring many contributions in clarifying those decisions, they are not enough to solve the pricing question. The typical business environment in the new millennium has driven the companies to adopt a competitive positioning according to new tendencies, events and demands in the marketplace. In this sense, the Brazilian State Postal Service Company, ECT, is intending to adjust its pricing policy and, in addition to these issues, decided to study the opinion of its customers in the business market segment. Although the perceived value for the companies that use the various services incorporates many attributes, this study focuses on the relation between price and delivery time according to a sample of 1,520 users. Many strategic actions might be adopted as a consequence of the findings of this study.

Política de preços e diferencial competitivo: um estudo de casos múltiplos na indústria de varejo

Considering all marketing mix variables, price is the one that most rapidly affects competition, sales volume, margin and profitability of retail companies. However, there are only a few studies that have tried to understand the price policies actually adopted. This paper presents the results of an exploratory research, based on a literature review, aiming at identifying price policies adopted by expressive national and foreign retail companies: Extra, Makro, Lojas Marisa, Castorama, Saraiva e Siciliano. The most commonly adopted price policy is High Low Price (HILO) due to the fact that the consumer is more sensible to price promotions than to the promise or compromise of everyday low price.

Posicionamento estratégico e liderança em mercado globalizado sob o enfoque do Modelo Delta: o caso de uma holding latino-americana líder em P & D & I

O ambiente competitivo globalizado requer respostas inovadoras das empresas a fim de colher os beneficios e superar possiveis barreiras inerentes a ele. As estrategias para lidar com a complexidade do ambiente contemporâneo de negocios tem suscitado o interesse academico de um expressivo numero de pesquisadores. Todavia, as teorias e praticas convencionais, fundamentadas nas propostas classicas de posicionamento, nao tem propiciado as empresas todas as respostas para que elas empreendam, satisfatoriamente, seu posicionamento estrategico. Assim, neste estudo, tem-se por objetivo analisar o posicionamento estrategico de empresas inovadoras bem sucedidas, em um cenario de globalizacao. Preliminarmente, e feita uma revisao da literatura concernente ao assunto, abordando particularmente dois temas: o Modelo Delta, de Hax e Wilde II (2001), como proposta pertinente a competicao entre redes; e o modelo organizacional e de gestao que dara suporte ao processo estrategico da empresa. Em seguida, apresentam-se os resultados de uma pesquisa exploratoria, com o recurso de estudo de caso, analisando, segundo a perspectiva do Modelo Delta, o processo de posicionamento estrategico de duas empresas integrantes de uma bem sucedida Holding, lider em Pesquisa, Desenvolvimento e Inovacao (P&D&I). Os resultados do estudo revelaram propostas distintas de posicionamento das empresas pesquisadas.

Planejamento de marketing econfecção do plano de marketing: uma análise crítica

This paper aims to analyze the marketing management and the marketing plan and to discuss its interface with the business management process. The main subject is treated under a perspective of a hierarchical system of decisions, getting in prominence the interrelation of the several integral levels of business management process and of marketing. An appealing contribution is the analysis of some subjects related with benefits, advantages and restrictions that usually surround the management process and marketing plans. The paper was structured under the rehearsal modality, and it is composed of a revision of the theoretical bibliography, by an analysis conceptual critic of some pertinent aspects to the subject. Finally the paper shows that the marketing plan plays an indispensable part as facilitative instrument, container and improver to the business strategies, in competitive sceneries characterized by growing complexity, volatility and uncertainty.

O PROCESSO DE INTERNACIONALIZAÇÃO DE EMPRESAS BRASILEIRAS: ESTUDO COM FRANQUEADORAS

The purpose of this study is to analyze the process of internationalization of Brazilian firms, including the motivations for the internationalization, the modes of entry and the difficulties faced during this process. This research is relevant due to the importance of international management for Brazilian firms at the current global scenario. Firstly, it was developed a theoretical basis and, afterwards, an empirical qualitative and exploratory research was carried out. The data were collected from in depth interviews with the representatives of ten Brazilian franchisors that became international, which are associated to the Brazilian Association of Franchising (ABF), who gave support to the research. The analytical procedure adopted was the content analysis. Franchising was chosen because Brazil is one of the most developed countries in this field and franchising is recognized as an important booster of the globalization process. The interviews were conducted with either the owner of the firm or the marketing or international executive officers. The results of the empirical research show that, although Brazilian firms are late movers, the firms analyzed do not seem handicapped in terms of managerial capacity or technological competences. It is clear, nevertheless, that they are late movers because they have a huge internal market to explore. Adopting a global vision is very important, even if they prefer a gradual approach towards internationalization.

Inter-organizational ties and total customer solution strategic positioning from Delta model: a research about dyad supplier-client on B2B

The basic issue of the strategic management process is to determine how firms achieve and sustain competitive advantage. In this sense, this paper aims to analyze the links between a firms competitive positioning and the inter-organizational ties created with its customers as a way to achieve sustainable competitive advantage. The focus of the study is to describe the competitive process according to the Delta Model developed by Hax and Wilde II, which proposes three strategic positioning options. The study describes the process of competitive positioning through inter-organizational ties and customer bonding under a strategic marketing perspective. From a methodological point of view, a literature review was done focusing on two theoretical subjects: competitive positioning and strategic marketing. Finally the results of an empiric research on a public relations company are presented. The studys contribution is providing empirical support for the Delta Model.

Valor Para o Cliente e Valor do Cliente. Conceitos e Implicações para o Processo de Marketing

O construto valor tem figurado com enfase crescente na literatura pertinente a administracao estrategica e competitiva e no marketing estrategico. A despeito disso, observam-se algumas inconsistencias semânticas e falta de uniformidade no emprego do termo, principalmente quando associado a algum aposto qualificativo. Outras questoes recorrentes incluem a ausencia de um esquema integrador dos conceitos e os respectivos significados e conteudos que o construto envolve, e de uma conexao com processos gerenciais a eles atrelados, no âmbito do posicionamento competitivo e do marketing estrategico. Nesse contexto, o artigo tem por objetivo discutir os conceitos de valor - para o cliente e do cliente para a empresa -, propondo uma visao integrada e um esquema teorico que reflitam as interdependencias e as inter-relacoes entre os conteudos pertinentes ao termo. Sao analisados ainda os desdobramentos relacionados a gestao dos processos estrategicos e taticos de marketing, questoes normalmente nao abordadas de forma integrada na literatura. Buscou-se, como resultado, contribuir nos dominios academico e gerencial, mediante a discussao da amplitude e ambivalencia do conceito de valor, realcando-se suas implicacoes na gestao estrategica de marketing.

AVALIAÇÃO DE SERVIÇOS DE PLANOS DO SETOR MÉDICO E PREVIDENCIÁRIO

A deteccao dos fatores criticos que determinam a relacao entre as expectativas de desempenho de servicos e a sua avaliacao efetiva oferecem oportunidades para o prestador de servicos alcancar niveis crescentes de melhoria em suas atividades. Dentro deste contexto, o objetivo geral desse estudo e avaliar a interacao dos diferentes integrantes da Fundacao Sabesp de Seguridade Social - SABESPREV com a instituicao, bem como medir os graus de satisfacao, em relacao aos principais servicos prestados. Foi realizada uma pesquisa quantitativa, com uma amostra de 880 contribuintes da SABESPREV, incluindo-se os aposentados. Os resultados obtidos revelam que a qualidade do corpo medico, da rede hospitalar e dos laboratorios e o fator mais valorizado pelos usuarios dos planos medicos, sendo tambem o aspecto que alcanca as mais altas medias de avaliacao. A seguranca quanto ao recebimento do beneficio no futuro e o fator mais relevante para os usuarios dos planos previdenciarios, sendo tambem o de melhor avaliacao. Palavras-chave: qualidade em servicos, planos medicos, planos previdenciarios.