Marketing Strategies and Competitive Positioning of Small and Medium-Sized Enterprises (Case Study: ABC Company)
The purpose of this article is to analyze how the marketing strategies adopted by ABC, a company located in the city of Tete, influence its competitive positioning in the local market. The study was guided by three specific objectives: to identify the strategies used, to assess competitive positioning, and to understand how these strategies contribute to consolidating the organization's position. The methodology applied combined document analysis, questionnaires for employees, and semi-structured interviews with managers, allowing for the triangulation of quantitative and qualitative data. The results showed that the company uses various practices, including digital presence, seasonal promotions, branding, customer relations, and participation in events. These actions contribute to strengthening the company's image and differentiation, especially through the quality of its products and customer service, attributes that are recognized as distinctive elements in the market. However, it was found that such initiatives are still fragmented and limited by internal factors, such as budget constraints, internal communication failures, lack of performance metrics, and brand visibility that falls short of what is desired. It is concluded that marketing has a positive influence on ABC's competitive positioning, but only partially and conditionally. The future competitiveness of the organization will depend on its ability to overcome current constraints by adopting a structured, planned, and measurable marketing process based on the integration of internal areas, the use of data and performance indicators, the strengthening of organizational communication, and investment in consistent digital strategies.
Marketing Strategies and Competitive Positioning of Small and Medium-Sized Enterprises (Case Study: ABC Company)
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DOI: https://doi.org/10.22533/at.ed.5157126020114
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Palavras-chave: Strategic marketing; Competitive positioning; SME; Marketing strategies; Differentiation.
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Keywords: Strategic marketing; Competitive positioning; SME; Marketing strategies; Differentiation.
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Abstract:
The purpose of this article is to analyze how the marketing strategies adopted by ABC, a company located in the city of Tete, influence its competitive positioning in the local market. The study was guided by three specific objectives: to identify the strategies used, to assess competitive positioning, and to understand how these strategies contribute to consolidating the organization's position. The methodology applied combined document analysis, questionnaires for employees, and semi-structured interviews with managers, allowing for the triangulation of quantitative and qualitative data. The results showed that the company uses various practices, including digital presence, seasonal promotions, branding, customer relations, and participation in events. These actions contribute to strengthening the company's image and differentiation, especially through the quality of its products and customer service, attributes that are recognized as distinctive elements in the market. However, it was found that such initiatives are still fragmented and limited by internal factors, such as budget constraints, internal communication failures, lack of performance metrics, and brand visibility that falls short of what is desired. It is concluded that marketing has a positive influence on ABC's competitive positioning, but only partially and conditionally. The future competitiveness of the organization will depend on its ability to overcome current constraints by adopting a structured, planned, and measurable marketing process based on the integration of internal areas, the use of data and performance indicators, the strengthening of organizational communication, and investment in consistent digital strategies.
- Carlos Dezembro
- ROSA SALFINA NHANZIMA
- ROSA CHIOI
- MIGUEL EDUARDO CUNHA
- Anussa Benjami Amirasse Ali
