Correio híbridoum ensaio prospectivo sobre o posicionamento estratégico da ECT

Resumo

The Brazilian Enterprise of Post and Telegraphs (ECT) engaged efforts to exploit the Brazilian market for hybrid messages with the service called hybrid mail, which allows electronic messages to be sent through the system with physical delivery at the last end. The objective of this dissertation was to identify the best strategic position for the ECT in this market. As intermediary objectives this research sought to fulfill the following aspects: i) to present the concept of hybrid mail, its working procedures and potential costumers; ii) to describe the ECT and to analyze the context of its actions; iii) to assess the potential market for hybrid messages which may be exploited by the ECT with hybrid mail services; iv) to analyze the structure of the postal industry in Brazil. In order to develop such study we adopted as a theoretical reference the following conceptual mo deis proposed by Michael Porter (1989): i) the five competitive forces; ii) the value chain, and iii) the generic competitive strategies. As a conclusion from the analysis there was a suggestion that the Brazilian postal industry structure impose a low cost solution with wide competitive scope to the hybrid messages market. Furthermore, the solutions in terms of hybrid mail have been recognized as innovation, which indicated that they could have a strong impact not only in terms of cost reduction but also in terms of product differentiation. 50, the recommendation for the ECT is that every differentiation opportunity presented by the hybrid mail must be exploited as long as it does not compromise the low cost strategy, which is the main strategic objective for the company.

Ficha do documento

Tipo

Dissertação

Ano

2003

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/4062

Palavras-chave

Políticas & EstratégiasAdministração de empresasEmpresa Brasileira de Correios e TelégrafosServiço postal - Estudo de casosPlanejamento estratégico - Estudo de casos