Marketing position is taken: customization or massification?

Authors

  • Luiza Guimarães Santos UNIVERSIDADE DE SÃO PAULO - USP
  • Paulo Eduardo Moledo Palombo UNIVERSIDADE PRESBITERIANA MACKENZIE - MACKENZIE

Keywords:

Positioning Marketing, Customization and Differentiation, Business Games

Abstract

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.

Author Biographies

Luiza Guimarães Santos, UNIVERSIDADE DE SÃO PAULO - USP

Pesquisadora de Ensino-aprendizagem do Francês Língua Estrangeira, nos gêneros textuais e na perspectiva acional.

Discente do Programa de Pós -Graduação na Área de Estudos Linguísticos, Literários e Tradutológicos em Francês da Faculdade de Filosofia, Letras e Ciências Humanas da  Universidade de São Paulo - FFLCH/USP, Brasil, nível mestrado.

Paulo Eduardo Moledo Palombo, UNIVERSIDADE PRESBITERIANA MACKENZIE - MACKENZIE

Professor da Universidade Presbiteriana Mackenzie - MACKENZIE, Brasil e responsável pelo Núcleo de Finanças Estratégicas dos cursos de Pós-graduação Lato Sensu. Professor do Centro Universitário FECAP, Brasil. Pesquisador do SIMULAB da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA/USP, Brasil.

Possui mestrado em Administração Pública e Governo pela Fundação Getúlio Vargas – FGV/EAESP, Brasil.

Published

14-06-2011