Estratégias competitivas de marketing: um estudo dos restaurantes self-service de Cerro Largo/RS

Abstract

Competitiveness have been increasingly fierce among companies nowadays, and it is related to the struggle for customers, therefore, a company to be considered competitive must overcome other companies when conquering and maintaining customers.Through an appropriate competitive marketing strategy the company can captivate new customers, offering, for instance, a product/service in the market to satisfy the customers and establishing an efficient strategy to gain customer’s loyalty. In this manner, an advantage over the competition can be obtained, consequently, organization’s goals can be achieved. Given the exposed, this study aims to analyse the competitive marketing strategies used by self-service restaurants from Cerro Largo/RS. Therefore, it was developed an applied, qualitative, exploratory, bibliographic study, and a field study among self-service restaurants from Cerro Largo/RS. For the field study development, a semi-structured interview was applied to 4 (four) self-service restaurant’s managers, located at central area of Cerro Largo/RS. Diagnosis allowed to verify the companies positioning related with five competitive forces, it was verified that positioning is related with all five forces and maintains a direct influence on competitive advantage upon competitors. Results allowed a description of the generic competitive strategies, that indicate a differentiation strategy used by companies. Study also allowed an analysis of the market competitive strategies, findings showed that companies do not use market segmentation formally, however they have a target market, which includes the population of Cerro Largo/RS. Also, in relation with companies’ positioning in face of 4 ps, was noticed that organizations use price and service strategies. It was concluded that companies studied do not have a formalized market competitive strategy, however, they remain competitive through a defined target market, and still, utilize a price and service strategy as positioning.