Processos de inteligência competitiva em ambiente B2B no mercado da construção

: o caso da Hilti

Abstract

Nowadays, the market is in constant change, so companies have to always strive to differentiate themselves from competitors. Thus, companies need to collect and analyse relevant information about the market trends of their industry in order to choose a competitive position that allows them to present themselves in a distinctive way in the minds of the client and to deploy appropriate strategies in line with this positioning. The present thesis refers to a case study about the company Hilti, carried out in an entrepreneurial environment, whose objective was to define strategies of positioning against competitors, leveraging whenever possible information and competitive intelligence. The study focused on a single competitor, Bosch, who among the various competitors to operate in the Portuguese market was the one chosen to undertake a comprehensive analysis. For this, a qualitative methodology was used, based on data collection techniques such as observation, informal interviews and mystery client. With this information, it was possible to define some strategic guidelines that Hilti should adopt in order to face its competitors and build a stronger image for its clients.

Date of Award	17 Jul 2017
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Martins (Supervisor)