Importância da inovação e diferenciação de produtos e serviços para a liderança no mercado concorrencial: o caso da STV - SOICO Televisão

Abstract

The purpose of this work is to assess the contribution that innovation and differentiation make to achieving market leadership. The main reason that led me to develop work on this topic is the need to awaken in the minds of scholars, Mozambican managers and those interested in the matter, about the relevance of adopting the differentiation and innovation strategy within organizations, so that they occupy strategic positions and have competitive advantages in the market in which they are intended to explore. For such, the work in allusion was based on the study of a particular case, the company STV - SOICO Television. In carrying out the same, some well-known theories related to matter, namely, BCG Matrix Theory, Michael Porter's Five Competitive Forces Theory, Product Life Cycle Theory and the SWOT analysis matrix were applied. The research results were compared and interpreted according to the bibliographic research carried out and the observation method. The results found in STV reveal that innovation and differentiation constitute the key instrument for achieving the goals previously set by the organization. The strategies in question are perfectly suited to the structure and culture of the company and the environment in which it operates. One of the major limitations of the work is that it does not present general results or conclusions about the type of strategy developed in the television market in Mozambique, in general. However, it opens up a field for similar research and analysis to be carried out that include all companies in this market segment, in order to have a closer idea about the insertion strategies in the Mozambican television market, which in addition to being very restricted, is in an emergency phase.(TRADUÇÃO NOSSA)