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Brazilian Success: Positivo's Business Model & Product Strategy
MIC Market Intelligence Center
Management Report February 2008
Brazilian Success: Positivo's Business Model & Product Strategy
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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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