Linking Pareto Analysis with Bcg Matrix to Defining of Product Strategies in Two Fast Food Stores

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Revista Produção Online
v.10, n.4, dez. 2010
ISSN: 1676 - 1901
www.producaoonline.org.br
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LINKING PARETO ANALYSIS WITH BCG MATRIX TO DEFINING OF PRODUCT STRATEGIES IN TWO FAST FOOD STORES

Sebastião Décio Coimbra de Souza
Pablo Escáfura Matos Lobo
Carlos Henrique Poppe Manhães

Abstract

The management models and product strategies compatible with the standard of current competition in certain markets are factors that affect the competitive performance of the company, especially in high rivalry business. This is the case of the fast food sector, which has shown high growth due to rapid urban life rhythm and new consumption patterns. In this sense, this work presents the analysis and comparison of business characteristics and their main products versus market in two business units of fast food networks in Brazil, with emphasis on internal operations management and on the strategies of the main products. The methodology consisted of a combination of methods ABC for data classification and for strategic analysis through BCG matrix. The results enabled the identification of critical points in business management and the strategies suggested for the products considered in each case. It can be concluded that the proposed combination of methods proved effective in analyzing the strategies of the products and promise for future applications in this research line.

Keywords: Fast food; ABC analysis; BCG analysis.
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CONJUGAÇÃO DA CURVA DE PARETO COM A MATRIZ BCG PARA DEFINIÇÃO DE ESTRATÉGIAS DE PRODUTO EM DUAS UNIDADES FAST FOOD

Resumo

O modelo de gestão e as estratégias de produtos compatíveis com o padrão de concorrência vigente em determinados mercados são fatores que afetam o desempenho competitivo da empresa, especialmente, em negócios de alta rivalidade. Este é o...
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