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

Elias Coyombe Chiambo  Ndjamba

Auteurs

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

Mots-clés :

Positionnement du produit, consommateurs, clients, concurrence

Résumé

Cet article vise à contrôler les variables du positionnement du produit dans les entreprises à partir d'une recombinaison de facteurs, en tenant compte de leur rôle surtout dans les entreprises de vente au détail comme c'est le cas de Organizations Heng Ltd. Il s'agit d'évaluer l'adéquation de l'offre aux besoins des clients et le positionnement du produit par rapport à la concurrence afin d'atteindre les objectifs de l'entreprise. Le modèle de recherche adopté est descriptif avec une approche réaliste. Les résultats indiquent que l'organisation Heng est capable d'adapter son offre à ses clients dans les dimensions du rapport qualité-prix et du produit, du temps d'attente, mais n'adapte pas efficacement les dimensions de la durabilité du produit, de la qualité de l'emballage et de l'attention portée aux plaintes. En revanche, le supermarché Risca-Risca est mieux positionné dans les dimensions de garantie du produit et de prix, mais il n'est pas bien positionné dans les dimensions de localisation du magasin, de publicité et de service après-vente.

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