Strategies for viability of a new business in market leader

This study was conducted in a metallurgical state of Rio Grande do Sul having as main purpose to identify the ways in which the process is to choose the strategies that are adopted by the company to introduce a new product to market. In this case the product analyzed, at its launch, was the minibus. Was also analyzed from the interview what are the core competencies in the organization. Thus the data collection was conducted through interviews with the chief executive and the company was considering the launch held in the period between the years 2006 and 2008. We also carried out a review of literature on the subject with the intention of joining the existing theory with practice and daily life of the studied company. Among the key findings raised was possible to see that the company achieved a 30% increase in market share and a growth of 97% in sales with the minibus.