Direcionadores de competitividade no setor supermercadista em Cajazeiras-PB.

Abstract

The central objective of this research was to investigate the drivers of competitiveness in the supermarket sector in Cajazeiras - PB. The research subjects were the supermarket business owners and external stakeholders of the city of Cajazeiras - PB. The methodology used was based on the monographic method of exploratory and descriptive nature and from field. In the data collection process the study was based on the form technique, through a script, in order to identify elements that would respond to the objectives of this research. The data treatment was qualitative nature. The research results show the main demands and potentialities in each dimension studied. a) internal factors: participative management, improvement on infrastructure, operating system on cash control, expansion of equipment and technological innovation; in people management strategies was observed as variables most adopted the salary incentive, bonus and training. b) structural factors: about the evaluation of the sector it was rated as competitive; government incentives stood out the real profit; competition occurs unfairly. c) systemic factors in the view of managers: macroeconomic impact factor was inflation; active institutions were the CDL, PROCON and the banks; government policies there is little knowledge; as the laws regulating it has the Consumer Code; infrastructure stood out as good and at the competitiveness evidenced up the attendance and the price. d) Systemic factors for external stakeholders: macroeconomic factors was the price, inflation and the rate increase of inputs; most active institution, PROCON; there are government policies, but do not contribute with benefits in the sector; regulatory law was the Consumer Protection Code; infrastructure is important and the price is an important factor in competitiveness. From the results of this research can be concluded that companies have similarities in how to manage, but that there is some lack of knowledge about the regulatory and governmental part that supports organizations that operate in this sector.