Serviços de gerenciamento de estabelecimentos de foodserviceproposta de reposicionamento estratégico da oferta da empresa Betax

Resumo

As the economic environment of the twentieth century's second decade imposes high competitiveness, products with features such as high quality and technology, as well as price pressure, companies need to respond to that by offering differentials to their costumes while maintaining proper costs. Only in this way they can deliver attractive service value, a manifest premise for increasing their revenues and shareholder's profits. The purpose of this study is to review and propose improvements in the strategic positioning of a company, Betax. It offers an integrated sales and management system - Point of Sale (POS) and Enterprise Resource Planning (ERP) - for foodservice companies. This analysis of its satrategic positioning focused on customer target segments and level of differentiation compared to its main competitors.

Ficha do documento

Tipo

Dissertação

Ano

2019

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/28037

Palavras-chave

Strategic positioningDifferentiation strategyFoodservice sectorPosicionamento estratégicoEstratégia de diferenciaçãoSetor de foodserviceAdministração de empresasServiço de alimentaçãoPlanejamento estratégicoConcorrência