A indústria de construção naval: uma abordagem estratégica. / The shipbuilding industry: a strategic approach.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

The strategic approach of any industry is grounded on the knowledge of the mechanisms which regulate the competition within this industry. The players, based on reason or not, try to achieve an advantageous position relative to the others, so as to take competitive advantages, which implies in superior profits. Therefore, it is necessary to formulate a strategy, a viable way which will lead a company to this position. The companies within the shipbuilding industry compete for the orders from the shipowners. These shipowners try to bargain so as to get lower prices and higher quality. On the other corner, we have the suppliers trying to capitalize upon the shipbuilders so as to improve their profits for the sale of the equipments and industrialized materials. Within this competitive environment there is another threaten, the arrival of new comers, ready to try to get a piece of the market. There is also the possibility to confront to new products or services with an equivalent performance. This competition takes place in an international arena, in other words the strategic position of a shipbuilder in a particular country is strongly affected for its competitive position in other countries. Furthermore, it is relevant the fact that besides the global scope of the competition, the economical environment of the industry is structurally cyclic, highly influenced by the waves of global economy. At the moment, the shipbuilding industry is in a good situation with prices and orders backlogs which guarantee production for more than three years to the greatest world shipbuilders. It is in this moment of great optimism that TRANPETRO, the PETROBRÁS shipping company, launches an audacious program to renew and expand its tanker fleet, presenting a bid to order 42 tankers in national shipyards, with the side effect of stimulating the revitalization of the Brazilian shipbuilding industry. The point is: the failure of two Naval Construction Plans (PCN), at the end of seventies, is still in mind. The Brazilian Shipbuilding Industry reached the second place in world just before to assist its own collapse in the middle of a world recession, caused by the crude oil crisis in 1973 and 1979. Martin Stopford, chairman of Clarkson Research, affirms that the current moment is a kind of ?super cycle?, but there is no evidence of a new paradigm. Although the industry is in a level without precedents, this period will be followed by a through. Thinking in strategy to compete in shipping industry means thinking in long terms, or, as Professor Stopford says: it is necessary to look beyond the cycles.

ASSUNTO(S)

strategic planning industrial production planejamento estratégico produção industrial shipbuilding industry indústria de construção naval

ACESSO AO ARTIGO

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