| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.9 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
No mundo competitivo e globalizado em que vivemos, a estratégia correta para qualquer empresa, assenta no planeamento das operações que lhe possibilitem a sua sustentabilidade e com foco numa visão estratégica competitiva para o futuro. Assim, uma abertura dos mercados mais alargada, ou seja, a nível mundial, obrigou também as empresas brasileiras do setor de carnes, principalmente depois da década de 90, a procurar novas tecnologias e estratégias para obtenção de vantagens competitivas, tanto para fazer frente ao mercado interno quanto externo. Tendo a presente pesquisa como objetivo analisar a situação e as estratégias adotadas por uma indústria de processamento de carnes (PME), e considerando um mercado altamente concorrencial optou-se, primeiramente, por pesquisa bibliográfica com a finalidade de analisar a situação do mercado e as estratégias usadas pelas empresas da região. E, também, parar melhor atender ao presente trabalho, fez-se uso do método de estudo de caso com base em entrevistas ao gestor geral e à gerente administrativa e financeira no segundo semestre de 2016, concluindo-se que a empresa compete num mercado de concorrência imperfeita o que muito prejudica o seu desempenho. Para enfrentar o mercado altamente concorrencial, a organização terá que adotar uma estratégia que lhe faculte vantagens competitivas. Para se verificar a forma como a empresa se comporta estrategicamente, aplicou-se um Diagnóstico Estratégico em que os dados possibilitaram o desenvolvimento de um Modelo de Monitorização do Desenvolvimento Estratégico que serviu de suporte para a elaboração do Mapa Estratégico que apresentamos como pilar básico para o desenvolvimento do Balanced Scorecard. De entre as estratégias possíveis para a empresa objeto deste estudo, elenca-se o “Desenvolvimento de Mercado”, o “Desenvolvimento de novos produtos”, a “Internacionalização” e a “Cooperação Estratégica”.
In the competitive and globalized world in which we live, a correct strategy for any company, is based on the planning of the operations that enable its sustainability and with a focus on the competitive strategic vision for the future. Thus, a broader market view, that is, a world-wide level, also thanked as Brazilian companies of the meat sector, mainly after the 90’s, a search for new technologies and strategies to obtain competitive advantages, both to face the Internal and external markets. Given the current position of a study on the situation and strategies adopted for a meat processing (SME) industry, and considering a highly competitive market, strategies used by companies in the region. Also, due to better attendance to the present work, the case study method was used based on interviews of general manager and administrative manager, not first quarter of 2016, reason why it is concluded that the company competes in an imperfect competition market, which greatly undermines its performance. To face the highly competitive market, a company that adopt a strategy that provides competitive advantages. In order to verify how the company behaves strategically, a Strategic Diagnosis was applied, so the data enabled the development of a Strategic Development Monitoring Model that served as support for the elaboration of the Strategic Map that presents as a basic pillar for The Balanced Scorecard. Among the possible strategies for the company under study is the "Market Development", "Development of new products", "Internationalization" and "Strategic Cooperation".
In the competitive and globalized world in which we live, a correct strategy for any company, is based on the planning of the operations that enable its sustainability and with a focus on the competitive strategic vision for the future. Thus, a broader market view, that is, a world-wide level, also thanked as Brazilian companies of the meat sector, mainly after the 90’s, a search for new technologies and strategies to obtain competitive advantages, both to face the Internal and external markets. Given the current position of a study on the situation and strategies adopted for a meat processing (SME) industry, and considering a highly competitive market, strategies used by companies in the region. Also, due to better attendance to the present work, the case study method was used based on interviews of general manager and administrative manager, not first quarter of 2016, reason why it is concluded that the company competes in an imperfect competition market, which greatly undermines its performance. To face the highly competitive market, a company that adopt a strategy that provides competitive advantages. In order to verify how the company behaves strategically, a Strategic Diagnosis was applied, so the data enabled the development of a Strategic Development Monitoring Model that served as support for the elaboration of the Strategic Map that presents as a basic pillar for The Balanced Scorecard. Among the possible strategies for the company under study is the "Market Development", "Development of new products", "Internationalization" and "Strategic Cooperation".
Description
Mestrado APNOR
Keywords
Estratégia Competitiva PME Setor de Carnes Balanced Scorecard