Marketing position is taken: customization or massification?
Keywords:
Positioning Marketing, Customization and Differentiation, Business GamesAbstract
From the challenge that the company P.H.D. had to differentiate from other companies, the area of Marketing had the following two alternatives: adopt a strategy of customization of the product or mass, respectively investing more in R & D or more in Marketing, since financial resources were scarce, as in the market. Using as theoretical basis the concept of positioning the product submitted by Kotler and Armstrong (2006), Campomar and Ikeda (2006), Mattar et al (2009) and learning through case studies of success and failure, in this article we discuss the possible placements that a company may adopt, with sustainability as the ultimate goal. Through quantitative analysis based on primary data generated by the simulator and the organizational data of the qualitative behavior of members of the group the company collected by the author, we can conclude that this simulated a winning strategy that provided the PHD results than the end of the game was the mass of the product, with high investments in marketing, large scale of production, use of shift work and the entire productive capacity.Downloads
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