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Abstract(s)
Hoje em dia, o mercado está em constante transformação, pelo que as empresastêm que se esforçar constantementepara se diferenciarem perante os concorrentes. Assim, as empresas inseridas em mercados competitivos, têm necessidade de compilar e analisar informações relevantes sobre as tendências de mercado da sua área e sobre as atividades dos seus concorrentes de modo a escolher um posicionamento competitivo que lhes permita apresentarem-se de forma distintiva na mente dos clientes edelinear estratégiasadequadas em linha com esse posicionamento. A presente tese refere-se a um estudo de caso sobre a empresa Hilti, realizado em ambiente empresarial,que teve por objetivo definir estratégias de posicionamento face a concorrentes, alavancado sempre que possível informação e inteligência competitiva. Após ter identificado, entre os vários concorrentes a atuar no mercado português, um concorrente chave, a Bosch, o estudo focou-se num único concorrente,que foi alvo de uma análise bastante detalhada. Para isso, foi utilizado uma metodologia qualitativa,baseada em técnicas de recolha de dados como a observação, entrevistas informais e cliente mistério, entre outros.Com esta informação foi possível definir possíveis estratégias que a Hilti poderá adotar, de forma a fazer frente aos seus concorrentes e construir uma imagem mais forte perante os consumidores.
Nowadays, the market is in constant change, so companies have to always strive to differentiate themselves from competitors. Thus, companies need to collect and analyse relevant information about the market trends of their industry in order to choose a competitive position that allows them to present themselves in a distinctive way in the minds of the client and to deploy appropriate strategies in line with this positioning. The present thesis refers to a case study about the company Hilti, carried out in an entrepreneurial environment, whose objective was to define strategies of positioning against competitors, leveraging whenever possible information and competitive intelligence. The study focused on a single competitor, Bosch, who among the various competitors to operate in the Portuguese market was the one chosen to undertake a comprehensive analysis. For this, a qualitative methodology was used, based on data collection techniques such as observation, informal interviews and mystery client. With this information, it was possible to define some strategic guidelines that Hilti should adopt in order to face its competitors and build a stronger image for its clients.
Nowadays, the market is in constant change, so companies have to always strive to differentiate themselves from competitors. Thus, companies need to collect and analyse relevant information about the market trends of their industry in order to choose a competitive position that allows them to present themselves in a distinctive way in the minds of the client and to deploy appropriate strategies in line with this positioning. The present thesis refers to a case study about the company Hilti, carried out in an entrepreneurial environment, whose objective was to define strategies of positioning against competitors, leveraging whenever possible information and competitive intelligence. The study focused on a single competitor, Bosch, who among the various competitors to operate in the Portuguese market was the one chosen to undertake a comprehensive analysis. For this, a qualitative methodology was used, based on data collection techniques such as observation, informal interviews and mystery client. With this information, it was possible to define some strategic guidelines that Hilti should adopt in order to face its competitors and build a stronger image for its clients.
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Keywords
Inteligência competitiva Posicionamento Posicionamento competitivo Competitive Intelligence Positioning Competitive Positioning