Proposta de modelo de diagnóstico da competitividade de agroindústrias produtoras de alimentos de origem animal

Abstract

The Brazilian agribusiness segment is experiencing a unique moment in relation to opportunities for expansion and consolidation. However, while it expands, exposes weaknesses that have led the segment s companies less competitive. The identification of internal factors, factors of segment and institutional factors that differentiate the company from its competitors is the first step to creating competitive advantage. In order to present a diagnostic model of competitiveness of agricultural industries producing food of animal origin, it is proposed to identify strengths and weaknesses related to production factors, technology, human resources, finance, marketing, management, company structure and fulfill the sanitary requirements as a way to assess the competitiveness of the microenvironment. Secondly, the assessment of the sector environment addresses issues that affect every business segment and afterwards the evaluation assesses the institutional issues that may affect the competitiveness of all businesses. Based on scores in the environmental assessment of these three levels is obtained the Agribusiness Competitiveness Factor that can be measured using indicators of overall performance specific to each category of establishment. The survey was developed based on unsystematic observations doing on Frigorífico Gassen Ltda - case study - and in literature, being the action research adopted for the work design. Built the model, this was applied on the studied company on two occasions with an interval of six months, demonstrating the validity of the proposed diagnostic tool.