COMPETITIVE CRITERIA MAPPING AND STRATEGIC POSITIONING ANALYSIS
A CASE STUDY
DOI:
https://doi.org/10.12662/2359-618xregea.v13i3.p7-24.2024Keywords:
strategic management, aesthetics industry, competitive criteriaAbstract
The aesthetics industry in Brazil has great potential, showing broad growth even in times of economic difficulty. Despite the positive projections, this sector still lacks strategic direction, one of the most frequent obstacles. Therefore, this study aims to “map the main competitive criteria for small organizations in the aesthetic sector”. To this end, a company operating in the sector was considered the object of a case study, seeking to assess its strategic behavior and positioning. During the diagnosis and data collection process, interviews were carried out, followed by market research in a remote format. Thus, the results achieved made it possible to identify the main competitive criteria for the object under study, as well as to carry out a detailed analysis of the current situation of the organization and its strategic positioning in the market, demonstrating points for improvement.
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