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A proposta de investigação deste trabalho final de mestrado é a determinação do posicionamento B2B em mercados AVAC (Aquecimento, Ventilação e Ar Concidionado), que se apresentam neste momento em Portugal, altamente competitivos devido ao número de oferta. Tendo em consideração este objetivo, procuramos entender através da revisão da literatura quais os fatores chave para que uma empresa possa atingir determinado posicionamento e em que consiste este conceito que, visa permitir que uma empresa desempenhe determinada estratégia. Outros conceitos abordados de extrema importância para o estudo são, a segmentação, as percepções dos consumidores, a vantagem competitiva e os fatores críticos para o sucesso das empresas. Correlacionados, estes conceitos permitem analisar e facilitar a determinação da estratégia de posicionamento de uma dada empresa. A metodologia utilizada foi a concretização de um estudo de caso, onde foi escolhida a empresa Decflex Sodeca Group, para compreender qual o seu posicionamento atual, face a determinados atributos, como por exemplo, a qualidade, o preço, os prazos de entrega, o atendimento, o serviço pós-venda, o transporte e a flexibilidade, e ainda, como os clientes do sector AVAC avaliam esta empresa. Recorreu-se, neste sentido, à realização de um estudo quantitativo exploratório, onde foi elaborado um questionário e respetivamente distribuído a 120 (cento e vinte) clientes do setor. Através deste estudo procuramos entender de que forma os inquiridos relacionam a Decflex Sodeca Group, face à concorrência e que opinião tem face a outras empresas do ramo. Em simultâneo foi dado ao mesmo número de inquiridos, um inquérito presencial no balcão da loja de atendimento ao público, apenas com três perguntas comparativas, onde através de escalas os inquiridos faziam uma análise comparativa entre empresas que atuam no mesmo setor. Para finalizar o estudo foi realizada uma análise concorrencial direta. Com os resultados deste instrumento de investigação foi possível a construção de mapas de posicionamento, revelando a posição da Decflex Sodeca Group face à concorrência. Os resultados do estudo indicam que, de entre os atributos apresentados, o preço, a qualidade e o atendimento são os mais importantes para que a empresa se dedique sobre eles e alcance um posicionamento estratégico diferenciador e altamente competitivo. Estas conclusões, vêm a confirmar o que foi proposto e apresentado na revisão da literatura, no que diz respeito à importância das percepções dos clientes para que uma empresa consiga ir ao encontro do que o mercado exige e alcançar o posicionamento desejado, na mente do consumidor. Assim, os resultados deste estudo de caso permitem-nos definir um conjunto de sugestões para que a empresa, atualmente numa fase de transição de imagem e estrutura, opte por um posicionamento claro e distintivo, com uma forte vantagem competitiva.
The scope of this work project is to determine the B2B positioning within HVAC markets. The first phase required a deep information collection to better understand the concept of Positioning, and which are the key factors for a company to achieve the right positioning. Other important concepts were also covered for this study, such as segmentation, consumer perceptions, competitive advantages and key success factors. When all together, these concepts allow us to better analyze and determine the best positioning strategy for a company. In this project, we studied a company called Decflex Sodeca Group. The main goal was to comprehend what is it current positioning vis-à-vis certain attributes like quality, price, delivery time, customer service, after-sale service, transportation, flexibility and finally how customers from the HVAC (heating, ventilation, and air conditioning) sector evaluate this company. We started by conducting an exploratory quantitative study where a questionnaire was developed and distributed respectively to 120 (one hundred and twenty) customers in this sector. This survey made it possible to understand not only how respondents relate Decflex Sodeca Group with its competition, but also what is their opinion relatively to other companies in the industry. Simultaneously, it was given to the same respondents an inquiry (which they had to fill at the store), with only three comparative questions. Through scales they had to compare Decflex with other companies that operate in the same sector. The last part of the study was a direct competitive analysis. With the outcome it was possible to delineate a positioning map, revealing the position of Decflex Sodeca Group in relation to its competitors. ix The final results indicate that among the attributes presented, Price, Quality and Customer Service are the most important for Decflex. Therefore the company should invest in them in order to reach a strategic positioning and gain competitive advantages. These findings confirm what was first presented in the literature review regarding the importance of clients’ perceptions so that a company is able to offer exactly what the market is looking for, and achieve the right positioning in the minds of consumers. Finally, the results of this case study allowed us to define a set of suggestions for the company, which is currently being restructured and going through a phase of image transition, choosing a clear and distinctive position with a strong competitive advantage.
The scope of this work project is to determine the B2B positioning within HVAC markets. The first phase required a deep information collection to better understand the concept of Positioning, and which are the key factors for a company to achieve the right positioning. Other important concepts were also covered for this study, such as segmentation, consumer perceptions, competitive advantages and key success factors. When all together, these concepts allow us to better analyze and determine the best positioning strategy for a company. In this project, we studied a company called Decflex Sodeca Group. The main goal was to comprehend what is it current positioning vis-à-vis certain attributes like quality, price, delivery time, customer service, after-sale service, transportation, flexibility and finally how customers from the HVAC (heating, ventilation, and air conditioning) sector evaluate this company. We started by conducting an exploratory quantitative study where a questionnaire was developed and distributed respectively to 120 (one hundred and twenty) customers in this sector. This survey made it possible to understand not only how respondents relate Decflex Sodeca Group with its competition, but also what is their opinion relatively to other companies in the industry. Simultaneously, it was given to the same respondents an inquiry (which they had to fill at the store), with only three comparative questions. Through scales they had to compare Decflex with other companies that operate in the same sector. The last part of the study was a direct competitive analysis. With the outcome it was possible to delineate a positioning map, revealing the position of Decflex Sodeca Group in relation to its competitors. ix The final results indicate that among the attributes presented, Price, Quality and Customer Service are the most important for Decflex. Therefore the company should invest in them in order to reach a strategic positioning and gain competitive advantages. These findings confirm what was first presented in the literature review regarding the importance of clients’ perceptions so that a company is able to offer exactly what the market is looking for, and achieve the right positioning in the minds of consumers. Finally, the results of this case study allowed us to define a set of suggestions for the company, which is currently being restructured and going through a phase of image transition, choosing a clear and distinctive position with a strong competitive advantage.
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Palavras-chave
Posicionamento Vantagem competitiva Mercado B2B Segmentação Concorrência Mapa Perceptual Positioning Competitive advantage B2B market Segmentation Competitors Perceptual map