Processo de elaboração de estratégias em uma empresa do subsetor de edificações de Campina Grande.

Abstract

The current environment, characterized by the increasing of competitiveness, demands the adoption of management models that are capable of anticipating markets changes, improving products and processes as well as satisfying customers, in order to take advantage of the opportunities that emerges in this challenging framework. Hence, the capacity of the organizations in developing strategies becomes of fundamental importance to reach competitive advantages. The present study had as main objective to recognize the process of a strategy elaboration in a company of the constructions sub sector of the Civil Construction Industry of Campina Grande. Identifying the strategic ways in accordance with the proposal theories of Mintzberg (1973) and Idenburg (1993), in which the characteristics of the main executive of the company is identified and; analyzing in accordance with Miles and Snow (1978), Porter (1986) e, Mintzberg (1988) Strategic Typologies, which strategic line of direction the company possesss. Regarding to the methodology used, a descriptive and qualitative study was carried out, conducted as a study case. For obtaining the data it was used the following methods: Half-structuralized interviews, with the managers of the company, using open questions; Documental research; non-participant observation and; interviews not structuralized, with customers of the company. The data was dealt with a descriptive way, focusing on the analysis of the characteristics of the strategies elaboration process of the company. The results showed that, in relation to the ways of strategies elaboration, according to the proposal of Mintzberg, the company adopts the Entrepreneur Way and, in relation to the proposal of Idenburg, the company uses the Rational Planning. As concerning to the typologies of strategies, according to Miles and Snow, the company in study is Analytical, according to Porter, the company adopts the Differentiation Approach and, for Mintzberg, the company uses the Support Differentiation, Quality Differentiation and the Image Differentiation. Relating to the sources of competitive advantage used by the company, it is based on internal factors of the company, especifically the Quality and the capacity to satisfy the customers.