Push–pull

Nas últimas décadas, têm se verificado uma tendência para a adopção de uma economia pull em alternativa a uma economia push devido a uma libertação do comércio e a uma aumento da concorrência, que se traduziu num aumento da oferta muito para além da procura. A economia push representa uma época de controlo do mercado por parte do produtor, este pode agrupar grandes quantidades de consumidores, com as mesmas necessidades, e oferece-lhes um produto genérico. Esta abordagem de segmentação procura satisfazer grandes grupos de consumidores, com produtos que são facilmente duplicáveis e de preços genéricos, em que o produtor que apresenta um preço mais baixo é o que conquista o consumidor. Existe uma forte lealdade à marca devido a uma oferta limitada e à grande restrição de escolhas. Na economia pull há a necessidade de identificar grupos de consumidores com diferentes necessidades, dispondo-lhes produtos feitos à medida (Dias, 2005, p. 144-145).

Tabela - Push versus Pull
Procura > Oferta Procura < Oferta
Produtor é que manda Cliente é que manda
Segmentação de mercado Fragmentação do mercado
Grande número de clientes com necessidades semelhantes Pequeno número de clientes com necessidades diferentes
Produtos genéricos Produtos “à medida”
Séries de produção longas Séries de produção curtas

Referência

  • DIAS, João - "Logística Glogal e Macrologística". Lisboa: Edições Sílabo, Lda, 2005. ISBN 972-618-369-3

Ver também

Bibliografia

  • CONSTANTINO, Francesco; DI GRAVIO, Giulio; TRONCI, Massimo – Supply Chain Management e Network Logistici. Milão: Ulrico Hoepli Editore S.p.a., 2007. ISBN 978-88-203-3933-3
  • CARVALHO, José – Logística. Lisboa: Edições Sílabo, 2002. ISBN 972-618-279-4

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