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Análise das estratégias de posicionamento e diferenciação dos produtos no mercado a partir do caso da empresa Bertin alimentos que é muito competitivo, tanto local, regional, quanto nacional. A proposta do artigo é mostrar como algumas estratégias adotadas pela empresa foram bem sucedidas e diferenciam seus produtos das ofertas concorrentes, adquirindo assim, características desejadas pela maioria dos consumidores. --------------------------------------------------------------- With the processes of globalization and economic dynamics, the competition increases, therefore, the companies starts to search each time more, the differentiation of its products in the market, of form to become the captive consumers and to reach new markets. Breaking of this context, it is had as unit of this analysis the case of the Bertin company and its strategies of segmentation in the food area. The Bertin group is a company who acts in the branch of the agroindustry, infrastructure and energy. The group all has situated headquarters in the city of Lins in the interior of the state of São Paulo, possessing 30 productive units distributed by Brazil and already it is established the 30 years in the market. The company broke for the differentiation and positioning, to obtain to continue surviving of satisfactory form in a market that is very competitive, local, regional, how much in such a way national. The proposal of the paper is to show as some strategies adopted for the company had been successful and differentiate its products of the competing offers, thus acquiring, characteristics desired for the majority of the consumers. |
