Análise da estratégia competitiva de uma indústria de aerossol cosmética: um estudo de caso

Abstract

The sector of hygiene, perfumery and cosmetics characterized by a strong presence of multinational companies covering three areas: Personal, perfumery and cosmetics, toiletries followed domestic small and medium focused only on the production of cosmetics companies. Competitive production strategies can be found in the personal, perfumery and cosmetics segment. Some products, especially the more sophisticated consumer, which are usually those with higher added value, have global scales of production, which leads firms to concentrate production in a given plant, normally located in the country of origin. This work is in a case study in order to examine qualitatively the development of "Cosmetics Industry " of a chemical aerosol midrange . One goes through the steps of literature review of the sector, data collection and lastly there is the analysis and interpretation of data. It was concluded after the lifting of the information that the Cosmetic Industry Competitive Strategy in the study could be explained thus: satisfy customers by offering wide range of products with high quality and functional performance, at lower prices than the competitors.