ESTRATÉGIAS DE POSICIONAMENTO NO MERCADO INTERNACIONAL DAS EMPRESAS BRASILEIRAS DE PAPEL E CELULOSE

This work shows the Brazilian paper and pulp export companies position in relation of their outside competitors. The marketing strategies are related to product, price, promotion, distribution and other strategic variables, for the past and future periods. On the basis of the produced volume, exported volume and exported participation in the production, the companies were classified in two groups: EGI (companies with large interest in the external market) and EPI (companies with small interest in the external market). The results show an increase of the positioning importance of the strategies proposed for the future period, in the two groups opinion (EGI and EPI). Three other points are evidenced by the results as well: first, the main importance conferred to the positioning of the strategies by EGI; second, the importance conferred to the product strategies by EGI and EPI; and finally the importance conferred to the price strategies by EPI for the two periods. The marketing strategies are in an intermediate level. In general way this strategies can be considered less important than the price and product strategies and more important than the promotion and distribution strategies. The EGI companies believe the product strategies were the first more important and the marketing strategies the second one for the future period.