Estratégia de diferencial competitivo de produto: o caso do Yosuco

Abstract

The speed up of the changes in the current days, made to appear in the market competitiveness as never tried for the humanity. They are changes of all order, technology of management, technology of the information and technology of the production of goods and services that, modify the organizacional ambient in a frenetic speed, becoming the dispute for the enterprise leadership a great enclosure for bullfighting of battles, where the most agile chemical preparation only survives more and. This challenging and mutant scene is that it motivates the spiritof the researcher, in the search of explanations and understanding of this reality of the world of the businesses. The present study it has origin in research through in the food sector, analyzing product Yósuco, manufactured for the Yofrut Company of the Amazônia, installedin city of Manaus. The competitive differentials developed by the company for that product has been identified and later compared with the perception of its deliverers and final consumers. It was evidenced then, the diverse variabke to be developed especified for juices and as they had been worked in the case of the Yósuco. The analysis on the basis of the model of strategical administration, methodology of Wright, Kroll and Parnell (2000), that it makes possible to study the formularizationof the functional strategies, as is the case of the product strategy, correlated with organization environments, its implementation and control of results. Morever it was looked to explore sufficiently in the theoritical recital, the opinion of diverse authors as Aaker, Day, Porter, Prahalad, Hamel, Mintzberg, amongst others, analyzing its conceptual constructions and collating its positionings. The research is predominant qualitative, in the form case study, and, was adopted as methodology of collection of data, interviews through scripts, previously elaborated, with the proprietor of the company and the manager of production and questionaries half-structuralized with the deliverers and final consumers. As result can be identified to whichthe the variable and with them they are developed for product Yósuco and from there then to compare them with the perception of its deliverers and final consumers. To follow some of the main results of this research are presented. The biggest conclusion on mark is that both, deliverering and costumers disagree in being the strongest Yósuco of the market. How much to the flavor the researchdemonstrates that although a partial approval, has a significant percentage of products not approved how much to the flavors Tropical Fruits, Grape and Peach, beyond not being same the recognized ones as Amazonian flavors. In the research, the expressive part of the interviewed ones disagrees that label Yósuco is better that of the competition. Although to approve the packing, the research demonstrated that it more has doubts how much to be adjusted. The research still shows, that the distribution and sell of the Yósuco are imperfections, therefore the same is not easy of being found in the points of sell. Already the promotion of the Yósuco is criticized how much the quality of the advertysing and the lack of material of spreading in the points of sell. These are some of the main contributions of this work.