Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso

O presente estudo tem como objetivo apresentar um estudo de caso de uma farmácia integrada e como esta empresa se posicionou no mercado do varejo farmacêutico perante seus concorrentes, com uma estratégia focada no cliente idoso e como agregou valor aos seus serviços, criando valor para si e para seus clientes.

The market strategies alternatives of an e-business start-up in Brazil

The e-business market is one of the fastest growing markets in Brazil, with e-business sales accounting for BRL 14.8 billion in 2010 and a growth of 40% per year (+1000% over the past 7 years). Sales-event clubs and collective bargaining websites are one of the most dynamic segments of the e-business market: the number of new players is increasing rapidly, with over 1200 collective bargaining websites currently operating in Brazil. In that context, growth and differentiation seem to be two key success factors for Coquelux. According to webshopper (23rd Edition, e-bit), growth can be achieved by targeting middle and low-income consumers from class C, who represent 50% of the total e-commerce sales. But Coquelux, which is specialized in desire and luxury brands, has built its reputation and competitive advantage through its “exclusivity”, by targeting wealthier consumers from classes A and B who are attracted by its fashionable and high-end positioning. The evolution (growth?) of this market and the development of its competition naturally raise a strategic question for Coquelux’s managers: can Coquelux grow and still maintain its competitive advantage? Should it grow by expanding its consumer base to class C? If so, how? Consumers from classes A, B or C must be targeted through the same online communication channels. Recent studies from the ABEP/ABIPEME emphasized the importance of social networks as a tool for converting new clients and gaining their loyalty, regardless of their social class. However, high-income and low-income e-consumers do not have the same consumption habits, do not respond to the same type of marketing strategies, and most importantly, do not share the same values. Thus, it seems difficult to expand Coquelux’s consumer base to class C without changing its marketing strategies and altering its image Three options were identified for Coquelux: reinforcing its leadership on the luxury segment and focusing on a small niche market (1), which would threaten its survival in the long run; completely changing its strategy and competing for a mass market through commercial brands (2), which requires major financial investments that managers don’t have access to; or finding an intermediary solution (3). This thesis’ recommendation for the third option consists in focusing on premium brands (rather than luxury) in order to increase sales volume (Coquelux’s most profitable sales happened with local desire brands) with products that appeal to class B but also attract the emerging class C which is looking for brand recognition. It could thus implement a slow entry strategy towards the mass market without damaging its main competitive advantage.

A technological innovation for capsicums production in Peru: the mechatronics arms

Peru agricultural exports have increased in recent years due to (i) free trade agreements with many countries (United States, Canada, European Union, China, Thailand, Singapore, Japan, Chile, among others), (ii) an increasing international demand for healthy products, (iii) country´s economic development and (iv) more private investments in this sector (Velazco 2012). Also, if we can compare among Peru three main regions (Coast, Andean highlands and the Jungle), It is the Coast (western region) that has a developed agricultural production due to unique weather conditions, private investments, public infrastructure, transport costs and quality of land (Gomez, 2008). This country development is also related to the production of non-traditional products for export like asparagus, artichokes, capsicums, bananas, grapes, among others; produced by agro industrial companies and small farmers and that are mainly labor intensive (Gomez, 2008 and Velazco, 2012). This very successful export diversification and self-discovery process was the result of a combination of strong natural comparative advantages (mainly excellent agro climatic conditions) and a significant innovation effort. It meant the introduction and expansion of new products and markets, the entry of new firms, and experimental research and the adoption of new techniques and process technologies developed abroad (in irrigation, crop management, post-harvesting, sanitary control, storage and packing) to produce high-quality, niche (gourmet) and higher value-added products, in line with consumer trends in sophisticated food markets. In products such as asparagus, mango, organic coffee and capsicums, Peru has become a leading world exporter (OECD). For this reason one of the government main tasks for the next years is to meet urgent agriculture producer’s needs in the areas of technological Innovation and business management (MINAG). In this context, this thesis analyzes the applicability of a new technology – the mechatronic arms – specifically to capsicums production sector in Peru. We chose Capsicums production sector (paprika, chilli pepper) because is mainly labor intensive and is the sector where my family company (DIROSE SAC) operates. This innovation consists in a 40 arms mechatronic combine, and it was first created in order to improve the efficiency on the labor intensive phase of harvest for this kind of agriculture products. It is estimated that a laborer with brief training operating the machine would be equivalent to 40 people that not only would work during daytime, but also on the night shift as well. Also, using this new technology can allow a company to make additional crops that would increase their yields and annual revenues. This thesis was developed as a business plan to make this new product available for other agriculture companies that operates in the capsicums production sector in Peru; however, this new technology has the potential to be modified in order to be available to other kind of agriculture products, in Peru and other countries.

Revamping asset quality to maximize income in office markets

We use a unique dataset of c. 2200 commercial towers located in the city of Sao Paulo from 2005:Q3 to 2014:Q3 to study the relationship between asset quality and potential income in different niches of the office market. Our evidence suggests a rent premium in the market for larger office space (corporate) and that building quality is more relevant in this segment. We hypothesize such difference is due to larger competition and commoditization in the market for smaller office space (office) as income in this segment tends to be insensible to different levels of asset quality when we control for spatial variation. We also find that rent premiums associated with building class are monotonically increasing, but not strictly positive across certain quality thresholds. Thus, landlords and developers should take into consideration the market niche and acceptable target building class levels when designing their investment plans in order to maximize income .

Entry mode choice and market selection of born globals in developing countries: a multiple-case study of the ecuadorian software sector

O fenômeno "Born global" refere-se a empresas que consideram o mercado global como seu contexto natural e que iniciam seu processo de internacionalização muito cedo após sua criação. As teorias tradicionais como o modelo de Uppsala não conseguem explicar este processo. Portanto, outras teorias têm surgido, como a perspectiva de redes. Existem alguns estudos relacionados a esta área, principalmente realizados em países desenvolvidos com pequenos mercados e economias abertas. No entanto, poucos estudos têm sido feitos em economias em desenvolvimento. Além disso, o número de pesquisas quanto à escolha do modo de entrada e seleção de mercados das empresas “born global” é bastante limitado. Consequentemente, este estudo pretende descrever os principais fatores que influenciam a escolha do modo de entrada e seleção de mercados das empresas, de economias em desenvolvimento, nascidas globais. O foco da pesquisa é a indústria de software e um estudo de casos múltiplo foi realizado com três empresas no Equador. A metodologia incluiu entrevistas com fundadores, bem como a coleta de dados secundários. Com base na evidência empírica, verificou-se que os principais fatores que influenciam a escolha do modo de entrada são as restrições financeiras, as receitas esperadas, a velocidade de internacionalização, mercados nicho e a experiência empresarial anterior dos fundadores. Por outro lado, a seleção de mercado é influenciada por semelhanças de língua e cultura, mercados nicho e relações em rede.

Estrutura da população de Coleodactylus natalensis Freire, 1999 (Squamata: Sphaerodactylidae) no Parque Estadual Dunas de Natal, Rio Grande do Norte, Brasil

Coleodactylus natalensis Freire, 1999, an endemic species of Atlantic Forest fragments around the Natal municipality, Rio Grande do Norte State, Brazil, has as type locality the Parque Estadual Dunas de Natal (05º48 S to 05º53 S and 35º09 W to 35º12 W), one of the largest restinga (herb and shrub association on sand dunes along the Brazilian coastline) associate fragment, surrounded by urban zone, placed on setentrional Atlantic Forest limits. We made estimates on populational density, spatial distribution, habitat and microhabitat preferences and feeding ecological aspects like sazonal and sexual variations on diet, prey electivities and niche breadth. We randomly sampled ninety-six 50m2 quadrants in each of the four habitats identified in the study area. Were collected 49 specimens and their stomach contents were analyzed; prey items found were correlated with leaf-litter invertebrates from habitat samples. We found a 98,5 ± 75,5 individuals/ha density, in grouped distribution pattern on densest habitats and random distribution on others habitats. This species lives mostly on leaf-litter in forest habitats, in higher humidity points, with lower temperatures, deeper leaf litter and lower sea level elevations than the randomly chosen points in the study area. Isopoda and Aranae were the most important prey categories in numeric, frequency and volumetric terms. Niche breadth has an intermediate value and was variable in sexual and in habitat terms. There was no correlation between morfometric measures and prey size on diet. The C. natalensis population studied seems to be diet opportunist, although selects larger prey items. The Parque Estadual das Dunas do Natal has several indications of anthropic pressure from the surrounding urban area that may affects the local C. natalensis population. Thus, the fragility of this species calls for urgent conservation efforts

Ecologia alimentar de aves insetívoras de um fragmento de mata decídua do extremo norte da Mata Atlântica

The diet study of birds has contributed historically as a model for use to understanding ecological patterns and strategies used by several other groups of vertebrates, which are observed in season patterns and temporal availability of resources, and other. This study has as objective generate information concerning the diet of insectivorous birds during rainy season and dry season, as well as analyze Index food importance, niche overlap, niche breadth, electivity, and seasonal availability of prey. The study was conducted in a fragment of about 270 ha (center coordinates and 5 º 53'S 35 ° 23'W). The sampling of birds occurred between March 2008 and December 2009 in three pre-established trails. Catches of birds were performed using 10 mist nets placed in line, where each trails was sampled once a month. Samples of pellets were obtained by means of tartar emetic. Sampling of availability of prey occurred between February 2009 to December 2009. We used two methods of sampling (pitfall traps and Shake cloths). We captured 269 individuals of 21 species of insectivorous birds. We collected 4116 invertebrates of which 3259 in the rainy season and 857 in the dry season. We obtained 174 samples stomach, where 10 species were exclusively insectivorous diet, nine fed on insect/plant material, an insect/plant material/vertebrate and one for insect/vertebrate. During the rainy season was observing difference between the consumption of items with higher food importance. The Coleoptera was item with higher food importance (73%), followed by Formicidae (7%) and Araneae (6%). During the dry season, no difference was found difference between the consumption of items with higher food importance. The Coleoptera was item with higher food importance (34%), followed by seeds (29%) and Formicidae (18%). The highest levels of niche overlap occurred during the rainy season, while the dry season was characterized by high levels of niche 11 segregation. This indicates that the local insectivorous birds community was structured differently between periods. No was found correlation between the values of niche breadth to the mean weight of the body size. We observed seasonal patterns in prey availability, with the peak availability of invertebrates observed seasonal patterns in rainy season. The insectivorous birds selected the same species richness during both periods, showing a specialized diet. Thamnophilus pelzelni was the only species that had their diet influenced by seasonality. Regarding the overall diet of insectivorous birds, observed a high consumption of prey, whose food availability caused the birds could invest and increase their food resources

Ecologia trófica em uma taxocenose de anfíbios: estrutura, filogenia e especialização individual

Historically, ever since the pre-Darwinian naturalists interspecific competition was considered the main force responsible for structuring ecological communities. This interpretation lost strength in the late 70s and throughout the 80s giving room for other views, which consider other factors such as predation, parasitism and the phylogenetic inertia more important. Studies on changes in the trophic niche of a species are still uncommon in general and especially in amphibians. Species considered generalist might actually be a group of individual specialists, or individuals that specialize in a particular category of prey during a period of scarcity of resources, thus reducing intraspecific competition. This work studied the community structure of litter amphibians and trophic variation along the dry and rainy seasons in a population of Leptodactylus macrosternum. Sixteen-litter frog species were studied for their diet. Two central assumptions were tested: 1a) if the community is structured in the niche trophic level, and 1b) if there is a significant difference in the use of food resources by different species (i.e. if the community is structured), the observed structure is the result of ecological interactions or just the current phylogenetic inertia of species. Finally, 2) if there is variation in food resource use between seasons for L. macrosternum. The community showed a structure with respect to the use of food resources, and this structure persisted after taking into account the phylogenetic relationships among species. The diet of Leptodactylus macrosternum varied with the seasons, with a significant degree of individual specialization for the dry season. Patterns of a local community are important to understand its dynamics, and this may play a role in larger- scale processes. Therefore, the studies in community ecology are fundamental to understand and eventually restoring degraded areas

Dimensionamento e sobreposição de nichos dos portunídeos (Decapoda, Brachyura), na Enseada da Fortaleza, Ubatuba, São Paulo, Brasil

The niche breadth of the Portunidae and their overlap on the subtidal sediments of Fortaleza bay, Ubatuba (São Paulo) was analyzed. Samples were made monthly from November/1988 to October/1989, inseven areas of the bay using a shrimp fishery boat equipped with two otter-trawls. Each area was characterized based on environmental factors such as depth, temperature, salinity, dissolved oxygen, organic matter and granulometric composition of the sediment. The number of individuais of each species was registered to each area (resource). Levins's standardized measure (BA) and niche percentage were calculated. Five species of swimming crabs were recorded in this study: Callinectes ornatus Ordway, 1863, Arenaeus cribrarius (Lamarck, 1818), Portunus spinimanus Latreille, 1819, Callinectes danae Smith, 1869 and Portunus spinicarpus (Stimpson, 1871). The widest ecological niche occurred to C. ornatus, present in all sampled areas (generalist species). Such fact can be related to high sediment tolerance when it is compared to P. spinimanus (especialist species) which was limited to the areas with coarse granulometric fractions. Highest niche overlap was verified between C. danae and A. cribrarius may be due to greater salinity tolerance of these species. The low occurrence of P. spinicarpus and its reduced niche size in Fortaleza Bay are due to association of this species to cold water currents (ACAS) more evidente in smaler depths during summer months. One future evaluation of the portunid diet can be useful to complement informations about this important aspect of the marine ecology.

A trajetória dos movimentos socioambientais em Sergipe : personagens, instituições e estratégias de comunicação

The research aimed to study the emergence, role, and the possibilities of environmental movements in Sergipe, running through an analysis of the period between 1983 and 2011. This goal has been guided by the core issue of research, which was to analyze the relationship between the mission, structure and action of environmental organizations in Sergipe. The research arose from the need to map and critically evaluate the environmental movement in Sergipe. The methodological procedures focused on the literature search, survey papers in Sergipe a time gap of 28 years, detailed analysis of nine "movements" and selected in-depth interviews, semi-structured interviews with dozens of social actors involved in the area. In conclusion, we observed that environmentalism in Sergipe, from its inception, was associated with recovery of consciousness regarding the environment, to combat local problems of degradation, and the search for legitimacy of public opinion. Although the environmental movement have been, at times, the attention of mass media, the movement failed to leave the niche and achieve a more representative portion of society. You can still see the deep relationship between the profile of environmental leaders, capital strength and the practical results of the environmental actions and finally, it was observed that the action of the movements has much stronger bond with the relationship of the organization and its main leaders with the other "environmentalist," than with the structure and mission of the institution

Diversidade de cefalópodes e o seu papel no nicho trófico de seus principais predadores nos Arquipélagos de Fernando de Noronha e São Pedro e São Paulo

This study aims, to characterize the diversity of cephalopods by analyzing the stomach contents of fishes caught in the islands of St. Peter and St. Paul (ASPSP) and Fernando de Noronha (AFN). Also, verify the participation of cephalopods in the diet of their main predators. A total of 723 stomachs were collected, from 8 species of fish, caught by the fishery, 471 stomachs were from ASPSP and 252 were from the AFN. It was recorded the occurrence of food items (fish, cephalopods and crustaceans) and the cephalopods were identified to the lowest taxa possible, according to specialized literature. The Ommastrephidae family represented 84.46% of occurrence in the ASPSP and 63.48% in the AFN, confirming the importance of this family in the area studied and also in the diet of their predators. Among the species with greatest occurrence Ornitoteuthis antillarum was the most representative in both regions. This species had an average mantle length of 54.25 mm, thus demonstrating that the majority of this population is in the juvenile stage of development. The smallest species found was Argonauta nodosa with a mantle length of 4.06 mm and the largest was Ommastrephes bartrami, with 223.33 mm. In the AFN, the species richness (d) was 2.318, the diversity index (H ') was 1.454 and the measure of evenness (J) was 0.585. In the ASPSP, the species richness (d) was 2.66, the Shannon diversity index (H ') was 1.013 and the measure of evenness (J) was 0.373. AFN has a greater cephalopod diversity than ASPSP, confirming the pattern suggested by the Theory of Island Biogeography. Among the occurrence of prey items for all predators, the cephalopods are secondary preys. The most important cephalopod species in the diet of Thunnus albacares and Acantocybium solandri was Ornithoteuthis antillarum. These predators have different niche width the diet of Thunnus albacares is more specialized, but they have an overlap of 84.684% in the trophic niche, suggesting that in the ASPSP these two species may use similar niches

Padrões distintos de congruência climática em duas espécies invasoras de prosopis em zonas semi-áridas da América do Sul

Based on climate data and occurrence records, ecological niche models (ENM) are an important opportunity to identify areas at risk or vulnerable to biological invasion. These models are based on the assumption that there is a match between the climatic characteristic of native and invaded regions predicting the potential distribution of exotic species. Using new methods to measure niche overlap, we chose two exotic species fairly common in semi-arid regions of South America, Prosopis juliflora (Sw.) D.C. and Prosopis pallida (H. ; B. ex. Willd) HBK, to test the climate matching hypothesis. Our results indicate that both species occur with little niche overlap in the native region while the inverse pattern is observed in the invaded region on South America, where both species occur with high climatic overlap. Maybe some non-climate factor act limiting the spread of P. pallida on the native range. We believe that a founder effect can explain these similarities between species niche in the invaded region once the seeds planted in Brazil came from a small region on the Native range (Piura in Peru), where both species occur sympatric. Our hypothesis of a founder effect may be evident when we look at the differences between the predictions of the models built in the native and invaded ranges. Furthermore, our results indicate that P. juliflora shows high levels of climate matching between native and invaded ranges. However, conclusions about climate matching of P. pallida should be taken with caution. Our models based on climatic variables provide multiple locations suitable for occurrence of both species in regions where they still don t have occurrence records, including places of high interest for conservation.