O posicionamento do produto nas pequenas empresas sob óptica da concorrência. Estudo de caso organizações Heng (risca- risca) Lda - Huambo

Elias Coyombe Chiambo  Ndjamba

Authors

Elias Coyombe Chiambo Ndjamba Universidade José Eduardo dos Santos https://orcid.org/0000-0003-3195-7879

Keywords:

Product positioning, Consumers, Clients, Competitors

Abstract

This article aims to control the variables of positioning the product in the companies based on recombination of factors, considering its role particularly for retailing companies such as the Heng Lda Organisation. In the meantime, it evaluates not only the adequacy of the offer to clients’ needs but also the positioning of the product versus the ones of the competitors to achieve the objectives. The study adopted the descriptive perspective with a realistic approach as a research model. The results demonstrate that Heng Organisation has the ability to adequate its offer to clients’ needs within the dimensions of money and product value as well as the waiting time. However, it does not effectively adequate to dimensions of the product durability, quality package, and attention to complains. On the other hand, the Heng Organisation is better positioned in the dimensions of warranties and prices of products, but not well positioned on the physical location neither at advertising nor at after selling services.

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