Economias de escala e de escopo na fixação de preços em marketing: estudo de caso no setor bancário / Economies of scale and scope in marketing pricing: a case study in the banking sector

AUTOR(ES)
FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

25/04/2012

RESUMO

In a globalized and dynamic environment such as the one we live in nowadays, where opportunities arise and advantages disappear very quickly, strategies, which are reflected in Marketing Management, must be agile in order to enable the connection between a company and the market. Such strategies are reflected in the decision of the marketing mix (4P\ s), in which stands out the price variable due to its importance as a strategic element. Pricing theories have little practical application, which leads to the development of simplified techniques in favor of practicality and applicability in a large scale. Regarding costs, some aspects should be considered such as the ratio between fixed and variable costs and cost structure of the organization, besides the possibility of economies of scale and scope. Either by selling more products or selling different products using the same resources and infrastructure, the company can improve its results or obtain a competitive advantage, since its costs will be diluted.Considering the growth of service sector and the scarcity of studies on this issue for the sector, this study aimed to identify the existence of economies of scale and scope in the services sector and analyze its influence on costs, within the strategic process of pricing. To achieve this goal, it was held a literature review addressing the concept of strategy, competitive strategy models and their interface with strategic marketing, the pricing as a strategic element of the marketing mix with emphasis on the service sector, the role of costs in this process and discussion of economies of scale and scope as extenders cost factors. As a method for field research, we used the case study, given the current state of literature on the topic and research problem. Considering its representativeness and increased competition in recent years, the banking sector was chosen for the study. Bank A was chosen for the study due to its significant participation in the market, besides being seen as an innovative bank by customers and competitors in the B2B market. The study included corporate strategy, pricing, costs, introduction of new products, as well as the existence of economies of scale and scope and its influence in determining prices. It was possible to verify the existence of economies of scale and scope in order to seek a competitive advantage based on cost leadership or differentiation, which indicates strong influence of such economies in costs and prices of the products that were studied.

ASSUNTO(S)

bancos banks economia de escala economy of scale marketing marketing preços prices

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