Posicionamento estratégico para obter vantagem competitiva: estudo de caso em uma pequena empresa do segmento de vidraçaria em Rio Bonito do Iguaçu-PR

Abstract

Increasing competitive, globalized market and necessity of differentiation to achieve competitive gains is a reality that contemporary companies go through; this is indifferent to segment or to the market in which they operate. Given the importance of the topic to companies, a case study of a company operating in glassware segment was performed. The aim of this work was to analyze if there was the use of strategies focused to achieve competitive advantage in the market in a company of glassware segment located in Rio Bonito, Paraná State. The model of Porter’s Generic Strategies (1986) was used to development of the analysis. After analysis of Porter’s Five Forces and Porter’s Generic Strategies was verified that actions applied were very weak when confronted to factors proposed by Porter. It is possible to affirm that the company studied does not use a Porter’s Generic Strategy; although, some actions regarding its strategic positioning were identified such as maintenance of high stock level and use of advertising, which support better prices and help to promote the brand.