Estratégia de fixação de preços/tarifas em empresas de telecomunicações: o caso Da TDM

Abstract

The development and implementation of an updated pricing / tariff strategy is a major challenge, as it allows companies to guard against the effects of new market trends, resulting from globalization, convergence and liberalization of the economy. This challenge is of particular importance among telecommunications companies, which increasingly offer high quality services at competitive prices in order to gain greater market shares. The process of setting prices and improving services requires companies to restructure themselves in order to improve their management processes, to increase efficiency, following the development of technology, in order to gain greater competitive capacity and thus overcome the challenges imposed by increasingly aggressive and open competition. The increasing demands of consumers, better and more informed due to the progressive advancement of new information technologies, puts companies under strong pressure, forcing them to survive through increased use of innovative methods and commitment to processes management, to improve their service indicators, from customer service, phone installation time, replacement time and service, and certainly by increasing skills1. TDM is no exception to the rule of other companies. As a telecommunications operator, it will have to redefine its entire strategy, not only to continuously increase the skills development of its staff, but also to provide a rapid and sustainable development of its telecommunications infrastructure. TDM should redefine the post-sale fixation processes. All of this is necessary for prices / tariffs, giving even greater consistency and competitiveness to obtain competitive advantages in the market. Therefore, the final purpose of this work is to propose the redefinition of a pricing / tariff strategy for TDM that responds to the current changes in the universe of telecommunications operators.