Generic strategies in the retail alimentary trade of fruits and vegetable farmers: a comparative study between supermarkets of different carriages. / EstratÃgias genÃricas no varejo alimentÃcio de hortifrutigranjeiros: um estudo comparativo entre supermercados de diferentes portes.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The present work is going to answer existence or not of strategic differences adopted in the retail trade of fruits and vegetable farmers by supermarkets of different carriages. Aiming at answer this problem was carried out a comparative study of the strategies adopted by four supermarkets of different carriages, specifically trying the retail trade of fruits and vegetable farmers. For it reach this objective were adopted four strategic typologies, named generic strategies, or be, those that can be applied to all of the kinds of companies. Consequently, they were adopted the typologies of Porter (2004); Mintzberg (1988; 2006) and Miles et al. (1978). First it emphasizes that the companies should seek strategies of leadership in cost or differentiation or approach, aiming at face the five competitive forces; to second, that is a refinement of the first typology, detaches that a company can differentiate itself in the competitive market through the quality of his products, of the price, of the image, design, support and through the not-differentiation of the same. Already to third typology is going to detach like the companies studied are positioned in his competitive environment, detaching that the same can adopt strategy prospector, defensive, analytic and reactivates in the solution of the his entrepreneurial problems, of engineering and administrative. The results of the research show distinct positionings of the PME s regarding as the definite company in his sector domain of product/market and work mechanisms for reached him. Like this, the small company presented a conservative behavior, while the medium more aggressive saints, this is, the first sought stability, and the second, growth. With relation the too strategies adopted by the companies, is able to be said that were found some similarities, but also differences. As similarity is able to be detached the adoption of the strategy of differentiation by the companies A, B and C in what plays to the quality and support; and, as difference, the adoption of the strategy of approach in the sector by the company D. It is important clear also that a typology served like complement for the other.

ASSUNTO(S)

strategies administracao estratÃgias fruits and vegetable supermercado hortifrutigranjeiros supermarkets

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