{"id":8258,"date":"2020-02-05T15:50:55","date_gmt":"2020-02-05T15:50:55","guid":{"rendered":"http:\/\/revistadospneus.com\/wp\/?p=8258"},"modified":"2020-02-05T17:08:21","modified_gmt":"2020-02-05T17:08:21","slug":"o-setor-dos-pneus-esta-a-mudar","status":"publish","type":"post","link":"https:\/\/revistadospneus.com\/pt\/2020\/02\/05\/o-setor-dos-pneus-esta-a-mudar\/","title":{"rendered":"&#8220;O setor  dos pneus  est\u00e1 a  mudar&#8221;, Victor Ca\u00f1izares"},"content":{"rendered":"<p class=\"p1\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8259 size-full\" src=\"http:\/\/revistadospneus.com\/wp\/wp-content\/uploads\/2020\/02\/yokohama.png\" alt=\"\" width=\"1024\" height=\"581\" srcset=\"https:\/\/revistadospneus.com\/pt\/wp-content\/uploads\/2020\/02\/yokohama.png 1024w, https:\/\/revistadospneus.com\/pt\/wp-content\/uploads\/2020\/02\/yokohama-300x170.png 300w, https:\/\/revistadospneus.com\/pt\/wp-content\/uploads\/2020\/02\/yokohama-150x85.png 150w, https:\/\/revistadospneus.com\/pt\/wp-content\/uploads\/2020\/02\/yokohama-768x436.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p class=\"p1\"><strong>A Yokohama est\u00e1 a atravessar um dos melhores per\u00edodos da sua hist\u00f3ria, que conta j\u00e1 com mais de um s\u00e9culo. Numa entrevista concedida \u00e0 Revista dos Pneus, Victor Ca\u00f1izares, vice-presidente de vendas e <i>marketing <\/i>da Yokohama Iberia, partilhou alguns momentos e alertou para o facto de o setor estar a mudar<\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\">Sobreviveu a crises econ\u00f3micas, a terramotos e at\u00e9 a bombardeamentos. O fabricante japon\u00eas de pneus Yokohama comemorou, em 2017, o seu primeiro s\u00e9culo de vida. Uma hist\u00f3ria que se confunde, no fundo, com a do pr\u00f3prio mundo. A gama <i>premium<\/i> de que disp\u00f5e e a parceria estabelecida, em 2015, com o Chelsea Football Club, fazem da Yokohama uma das marcas mais respeitadas a n\u00edvel mundial e com um grau de notoriedade dif\u00edcil de igualar. N\u00e3o admira, pois, que a marca fundada no dia 13 de outubro de 1917 esteja a atravessar um dos melhores per\u00edodos da sua hist\u00f3ria. Numa entrevista concedida \u00e0 Revista dos Pneus, que, aqui, reproduzimos na \u00edntegra, Victor Ca\u00f1izares, vice-presidente de vendas e <i>marketing <\/i>da <a href=\"https:\/\/www.yokohamaiberia.pt\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yokohama Iberia<\/a>, partilhou alguns desses momentos e alertou para o facto de o setor dos pneus estar a mudar.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>Gostaria de come\u00e7ar, se me permite, pela import\u00e2ncia que tem o mercado portugu\u00eas para a Yokohama&#8230;<\/b><\/span><\/p>\n<p class=\"p1\">Antes de referir a estrat\u00e9gia da Yokohama para o mercado portugu\u00eas, creio ser da maior import\u00e2ncia analisar, primeiro, as mudan\u00e7as que o setor dos pneus est\u00e1 a atravessar atualmente. No que diz respeito ao canal, conv\u00e9m frisar que as casas especializadas em pneus e as oficinas especializadas em mec\u00e2nica est\u00e3o a convergir para aquilo que se denomina de \u201cOficinas de Mec\u00e2nica R\u00e1pida\u201d. Esta nova realidade faz com que o setor dos pneus esteja atomizado e faz com que a oferta seja assegurada por um n\u00famero alargado de <i>players<\/i>, em detrimento das casas especializadas em pneus. Al\u00e9m disso, os entraves colocados \u00e0 entrada de novos <i>players<\/i> no neg\u00f3cio dos pneus t\u00eam vindo a ser minimizados, estando o investimento focado, essencialmente, na maquinaria, sendo, por isso, descurados outros ativos (como os pneus), uma vez que o canal de distribui\u00e7\u00e3o oferece, hoje, um servi\u00e7o de entregas r\u00e1pido com um pre\u00e7o muito competitivo.<\/p>\n<p class=\"p1\"><span class=\"s1\"><b>O que dita, por isso, tipos de compra diferentes&#8230;<\/b><\/span><\/p>\n<p class=\"p1\">Precisamente. Este novo cen\u00e1rio faz<span class=\"Apple-converted-space\">\u00a0 <\/span>com que se existam dois tipos de compra bem diferentes. Por um lado, as oficinas que apostam no <i>stock<\/i> como valor acrescentado, no sentido de dar uma resposta eficaz ao consumidor final. Por outro, elegem determinado produto como estrat\u00e9gia para a sua empresa. As oficinas que definem como principal estrat\u00e9gia n\u00e3o ter<i> stock<\/i>, valem-se da distribui\u00e7\u00e3o para assegurar um servi\u00e7o de entregas r\u00e1pido, de acordo com as necessidades do consumidor final. No entanto, importa salientar que, no caso das jantes de elevado valor, o comportamento \u00e9 id\u00eantico, pois espera-se da distribui\u00e7\u00e3o um servi\u00e7o urgente, j\u00e1 que a oficina n\u00e3o est\u00e1 disposta a suportar esse custo no seu neg\u00f3cio.<\/p>\n<p>Leia a entrevista completa na <a href=\"https:\/\/www.yumpu.com\/pt\/document\/fullscreen\/62450521\/revista-dos-pneus-54\/38\" target=\"_blank\" rel=\"noopener noreferrer\">edi\u00e7\u00e3o de mar\u00e7o de 2019 da Revista dos Pneus.<\/a><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>A Yokohama est\u00e1 a atravessar um dos melhores per\u00edodos&#8230;<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":13,"featured_media":8259,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[1129,819,912,987],"class_list":["post-8258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrevistas","tag-importador","tag-mercado","tag-revista-dos-pneus","tag-yokohama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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