Segmentação e posicionamento na gestão de marcas do varejo através de unidades estratégicas de negócios: análise de sua aplicação a uma loja de departamentos

Abstract

This dissertation's main objective is to identify whether the implementation of Strategic Business Units (SBU) in a department store, a concept traditionally applied to industry, with multiple segmentation allows unique positioning in the market. To guide the study was originally conducted theoretical framework that focused on assessing concepts such as: retail, market segmentation, market positioning and strategy, with emphasis on strategic business units. The methodology of the research was exploratory and qualitative applied in undertaking the current paper. As a research method determined the case study method, which would be most appropriate for the focus of the work, and use of documentary research. By working this information, aimed to identify the implementation of strategic business units in the department stores to the variables of segmentation and market positioning of the brand. Seeks to identify whether the various market segments served simultaneously in a department store make the correlation is compatible with the market positioning of the brand “umbrella”. Considering that the department stores have generic placement for any store. With that seeks to verify the possibility of retail management for strategic business units, raising it is possible to serve multiple segments of customers without compromising the brand positioning of the company