Abstract
Positivo is the leading PC company in Brazil with its own local brand name.
Despite competition from abundant unlicensed imports, which enable grey-market
PCs to slice off a large portion of the Brazilian market, Positivo has been
able to maintain a 17.8% market share. This figure is far ahead of the market
share of international vendors in Brazil. Although the government' s tariff
policies for raising local brands has contributed to the growth of Positivo at
some level, the company' s successful marketing strategy and quick response to
market demand are the pillars that have kept it standing. This report will
analyze the development of Positivo' s business model and core strategies.
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