THE CHINESE ARE COMING! WHAT TO DO WITH MY MARKETI NG MIX? THE CASE OF RAMADHES & CIA LTDA.

Authors

  • João Batista Soares Neto Universidade Federal da Paraíba, João Pessoa/PB
  • Anielson Barbosa da Silva Universidade Federal da Paraíba, João Pessoa/PB
  • André Gustavo Carvalho Machado Universidade Federal da Paraíba, João Pessoa/PB

DOI:

https://doi.org/10.13058/raep.2014.v15n1.46

Keywords:

marketing mix, positioning, brand.

Abstract

This case, based on real facts, describes the market situation experienced by Rodrigo Ramadhes, the director of Ramadhes & Cia Ltda., a company based in Minas Gerais that has been operating for more than 60 years. It is one of the leading producers of belts, backpacks and handbags in South America. During the 2000s, the company developed the Madhes belt line as part of its range of accessories, which became its main product. Much of this success was credited to the marketing mix policies, which combined the price, distribution channel and a mixture of communication with brand concept based on functional attributes and benefits. According of the marketing mix, the scenario was favorable for the Madhes line, but growing gdp and increasing penetration of Chinese products, including belts, concerned Rodrigo Ramadhes, who began to consider transferring the company’s industrial production from Minas Gerais to China in pursuit of a greater competitive edge. He constantly reflected on the possible implications of such a move on the company’s marketing mix, despite the current situation being favorable, solid and promising in market terms. 

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Author Biographies

João Batista Soares Neto, Universidade Federal da Paraíba, João Pessoa/PB

Mestre em Administração pela UFRN. Áreas de interesse em pesquisa: Marketing

Anielson Barbosa da Silva, Universidade Federal da Paraíba, João Pessoa/PB

Doutor em Engenharia de Produção pela UFSC. Áreas de interesse em pesquisa: Aprendizagem Gerencial e Organizacional, Gestão por Competências, Comportamento Organizacional e Gestão Pública

André Gustavo Carvalho Machado, Universidade Federal da Paraíba, João Pessoa/PB

Doutor em Administração pela UFPE. Áreas de interesse em pesquisa: Estratégia

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Published

2014-03-31

How to Cite

Soares Neto, J. B., Silva, A. B. da, & Machado, A. G. C. (2014). THE CHINESE ARE COMING! WHAT TO DO WITH MY MARKETI NG MIX? THE CASE OF RAMADHES & CIA LTDA. Administração: Ensino E Pesquisa, 15(1), 147–171. https://doi.org/10.13058/raep.2014.v15n1.46

Issue

Vol. 15 No. 1 (2014): Janeiro-Março

Section

Articles

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