Contribuição da visão baseada em recursos para a análise da sustentabilidade e competitividade das estratégias de marketing voltadas para o público de baixa renda: estudo de caso em uma instituição financeira

Abstract

The dissertation’s objective is to identify the contribution of the resource-based view (RBV) to the analysis of the marketing strategies directed to low-income consumers, having a financial institution as the object of the research. This dissertation has been developed based on a microcredit product titled Crediamigo from Banco do Nordeste do Brasil S/A (BNB), which targets the base of the pyramid market. In order to identify these contributions based on the resource-based view a VRIO framework analysis has been built for the Crediamigo’s marketing strategies, which are evidenced through three different partnering groups: program technicians, communication technicians and credit advisers. The research of qualitative nature has adopted as a research strategy an exploratory-descriptive case study which identified and analyzed the marketing strategies employed through the lenses of the resource-based view. The data collecting instruments used were documentary research, file registries and interviews. Supported by these sources of evidence it was observed that the product is mainly devoted to the low-income consumers. Once defined the target public, the next phase was to identify the main marketing strategies used by the program technicians through group interview, in which a marketing mix was designed using opened questions. To evidence these strategies with the communication technicians the same process employed with the program technicians was applied. On the other hand, for the evidencing with the credit advisers, a multiple-choice structured questions with single answers in ordinal scale was used. Lastly a VRIO framework analysis was performed through dichotomic questions applied to the program technicians. Out of the thirty five strategies identified in the beginning, seven were evidenced by the three groups. And the VRIO framework analysis of these seven strategies shows that three of them present sustained competitive advantages, economic performance above normal and are considered strong points and have sustained distinctive competencies, while the other four present competitive parity, normal economic performance, but are still consider strong points because they either increase sales or reduce costs. Therefore, the use of RBV for the analysis of competitiveness and sustainability contributes to the strengthening of the organizations as it allows the adjustment of their strategies to internal and external changes with the permanent and required innovations, above all, in markets with reduced profit margins but with great scale, as it is the case with low-income consumers.