Análise dos fatores determinantes da competitividade empresarial: um estudo de caso no setor de polpas de frutas no estado de Pernambuco

Abstract

Faced with a growing business competitiveness in the fruit pulp business, analyzing the competitive forces that govern the dynamics of the economic segment helps to understand the how the market works, which contributes to the establishment of more efficient business strategies, as well as providing subsidies for the elaboration of public policies directed to the sector. The main idea of the work is to analyze the determining factors of competitiveness of competing companies through a research composed of three complementary parts: bibliographical research; research based on secondary data and field research, with a survey of primary data carried out through a questionnaire answered by companies and suppliers in the sector. Thus, the analysis mainly sought to understand the following aspects highlighted in the model proposed by Michael Porter: Degree of rivalries among competitors; on incoming threats and their barriers to entry; how substitute products can threaten the pulp business; what is the bargaining power of consumers; and on the bargaining power of buyers. With this, it is possible to analyze the main competitive aspects of the pulp market. With this analysis of the market, it is possible to conclude the degree of attractiveness of the segment for new investments, a condition for the future expansion of the segment, that is, on its potential capacity to generate employment, income and additional taxes.