摘要：As micros, pequenas e médias empresas representam a grande maioria das organizações no mundo empresarial. Estima-se que cerca de 90% delas compõem esse universo e disputam o mercado com grandes empresas nacionais e multinacionais. Dessa forma, verifica-se que elas desempenham um papel fundamental no desenvolvimento econômico e no social.. A pesquisa junto às micros, pequenas e médias empresas do setor de moldadores justifica-se pelo fato de poderem competir com igualdade no mercado, criando uma maior competitividade para o setor, ou seja, criar vantagem competitiva para o segmento e fortalecer-se no mercado. Outro aspecto importante que justifica a pesquisa é que essas empresas podem servir melhor aos mercados limitados ou tipicamente fragmentados se comparadas com grandes organizações. O objetivo desta pesquisa é identificar as estratégias mercadológicas utilizadas por cinco empresas filiadas à AMPLAST, além de identificar quais são as influências do associativismo sobre essas estratégias. Optou-se pelo método de multicasos. Assim, cinco empresas do ramo de moldagem de plásticos localizadas na Zona Leste de São Paulo compõem o estudo. Os resultados demonstraram que o direcionamento estratégico dessas empresas é focado na capacitação tecnológica e gerencial de seus associados. DOI: 10.5585/remark.v8i2.2134
其他摘要：Micro, small and medium companies are mostly in the business world. It is estimated that about 90% of them make up this world competing with large national and international companies. In this context, micro, small and medium companies play a key role in economic and social development. Involved in an environment which is not very stable, it appears the figure of the administrator, leader and even business cooperation, so that together they may face a market increasingly bitter and competitive. Researches with micro, small and medium-sized companies in the molders are justified by the fact that they can compete equally in the market by creating greater competitiveness for the sector, i.e., create competitive advantage for the segment and strengthen the market. Another important aspect that justifies the research is that micro, small and medium companies can better serve limited or typically fragmented market if compared to large organizations. It also finds ways to help better understand and help not only the survival, but also the growth of micro, small and medium companies. This paper aimed at identifying the marketing strategies used by five companies affiliated to AMPLAST, and what influences the association of such strategies. Based on a study of multi-cases for field research, we selected five companies in the molding of plastic located in the east of São Paulo. Although it was not possible through this research to get results that identified the companies that have already achieved on the basis of actions taken by AMPLAST, its strategic direction focused on technological and managerial training for its associates will meet the needs of the sector described in the literature.
关键词：Micros; pequenas e médias empresas; marketing; estratégia; redes; associativismo e posicionamento.
其他关键词：Micro; Small and Medium Companies; Marketing; Strategy; Networks; Associations and Positioning.
