DIFFERENTIATION STRATEGY FOR A COMMODITY: A CASE STUDY OF AN SMS DELIVERY COMPANY
DOI:
https://doi.org/10.61164/08hh1j05Keywords:
Differentiation, Competitive Strategy, A2P Messaging, commodityAbstract
The A2P (application-to-person) messaging market suffered from aggressive cost increases by operators in the post-pandemic years, which greatly hampered the business of a product considered a commodity and, therefore, subject to aggressive price competition among companies in this sector. The central objective of this work was to analyze how a company managed to position itself with a product differentiation strategy, allowing it to isolate itself from its competitors and thus reverse the downward trend in this market. In this sense, it proposes to present the actions taken by this company, highlighting this differentiation perspective, focusing on improving the pillars of customer relationship management and services provided, based on a quality-based differentiation strategy. Finally, the results obtained were demonstrated through a comparison of volume, gross profit, and profit margin before and after the implemented actions, which made it possible to demonstrate the company's progress with this adopted differentiation strategy, despite a market that "apparently" lacked differentiation.
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