Volume 5 - Volume 5
THE BLUE OCEAN STRATEGY: A CASE STUDY IN SERVICES COMPANY IN THE CITY OF CAMPINA CAMPINA – PB
Abstract
Companies make use of strategies and attitudes to reach a certain goal, noting the strengths and
weaknesses of the internal and external environment of the organization points. So, if you have the theory of the trade-off (value X cost) in which firms always opt for one of two ways: adding value to
the product to charge more, or charge the lowest price with a less differentiated product. Today,
emerges in the scientific world a new paradigm, Blue Ocean Strategy, which states that companies
can choose, at once, by differentiation and leadership in prices. This work aimed to investigate the
relationship between the blue ocean strategy with adopted by an enterprise of research and
brokerage shopping for groceries, which competes with supermarkets services, offering the same
products, however, in an innovative way with this type of marketing in Campina Grande-PB, by
purchasing online. This is a case study applied to the main supermarkets and the municipality to
treat the data we used the qualitative and quantitative approach.Customer perception was analyzed
and made the evaluation matrix of value both the acting industry as the company studied. It was
concluded that the adopted strategy is aligned with the blue ocean strategy therefore also to
supermarkets, the studied company supplies the needs of customers, however, without using stocks
with home delivery and personalized service, all without adding higher costs to the final consumer,
leading in price whereas if apart from the competition.
Paper Details
PaperID: p 2348-2365
Author's Name: Leandro Correia Xavier, Robson Fernandes Barbosa and Jackson Epaminondas de Sousa
Volume: Volume 5
Issues: Volume 5
Keywords: Supermarkets, Electronic Commerce, Blue Ocean Strategy.
Year: 2015
Month: September
Pages: 2348- 2365