Volume 4 - Volume 4
THE USE OF AFTER SALES SERVICE AS A COMPETITIVE ADVANTAGE: USE OF GUNS AND FIELDS MODEL OF COMPETITION AT TRAMONTINA TEEC S.A.
Abstract
This article aims to analyze how the Tramontina TEEC SA after sales, can be used as a competive
differential among the competitive advantages Field Weapon model of Competition: price, product,
time, customer service and image. We sought to understand through research as the costumer
service field was within the studied company, and how the after sales, part of this field, was located
in the company as regards the competitiveness. The methodology used was the study of qualitative
case. The research techniques were in-depth interviews with twenty enterprise customers of
Tramontina TEEC SA and the analysis of company documents. The results were analyzed based on
the Counter Celso’s model of Weapon and Fields Competition, for describing and classifying the
competitive advantages in detail. As a result, we have observed the importance that the after sale
has on the field of customer service, being considered by the interviewees one determining factor in
the market. The main contribution of this research is the understanding of after sale as a competitive
advantage linked to the interest of the consumer as a result, competition may determine the
environment through their preferences and perceptions arising from the care provided.
Paper Details
PaperID: p 673-691
Author's Name: Alexandra Andreis, Kelly Ferraresi, Patrícia Boaria Tomazel and Paulo Fernando Pinto Barcellos
Volume: Volume 4
Issues: Volume 4
Keywords: After sales; competitive advantage; field and weapon of competition.
Year: 2014
Month: March
Pages: 673-691