A segmentação de mercado e o posicionamento competitivo como fontes de vantagens competitivas: o caso da Moçambique Celular, sarl”

Abstract

This work aims to describe and evaluate market segmentation and competitive positioning as competitive strategies implemented in mozambique Celular, sarl, a company operating in the area of ​​mobile telephony. The present work was elaborated based on the consultation and analysis of the bibliography that deals with the subject under study, constituting the theoretical foundation. A case study was carried out on mcel, through an analysis of the factors and variables relevant to the decision to implement market segmentation. As a result, it allowed the understanding of the market segmentation levels served by this company, the market positioning strategies and the evolution of its commercial performance (increase in sales). The adoption of market segmentation and competitive positioning enabled the company to identify opportunities in the target market in which it operates and specific competitive strategies were developed for each segment, aiming to offer specific products and services that meet existing needs; in this way, achieving the commercial performance that constitutes the fundamental basis in the pursuit and sustainable maintenance of its leadership in the Mozambican mobile telephony market. In this way, the results presented in the survey reveal that market segmentation and positioning are two very important competitive strategies for the company, as they contributed to achieving the objectives, specifically: increase in the market share of cellular telephony, increase in sales, profitability and market leadership