Estratégias de atuação no mercado de insumos xerográficos. Estudo de caso: Xerox do Brasil.
AUTOR(ES)
José Leônidas Silva Amaral
DATA DE PUBLICAÇÃO
2006
RESUMO
The intent of this thesis is to analyze the relation between the strategy of Xerox do Brasil and the growth of the share of Aftermarket xerographic consumable products (supplies). OEM (Original Equipment Manufacturers) invest significant part of their revenue in research to develop new products and technologies. Aftermarket players rapidly reproduce these products using reverse engineering or simply copying and launching them in the market with a lower price, as a result of the lower development cost. The original manufacturers consider the continuing revenue from supplies as a return on investments and a driver for new researches. This case study was done through documentation assessment and interviews with Xerox leaders. Initial research was performed on Aftermarket history, modus operandi and trends. Subsequently, strategy characterization and comparison were done using Michael Porters model for industrial analysis and competitive advantages principles mainly cost advantage, differentiation, substitution and technology associated to the value chain. The research identified that the flexibility, responsiveness, the proximity to the customers and the strategy of low cost have been the drivers for the Aftermarket players share growth.
ASSUNTO(S)
supplies mercado paralelo xerography estratégia aftermarket administracao insumos xerográficos strategy xerografia
