Dinâmica competitiva no setor de shopping center de Campina Grande - PB.

Abstract

The city of Campina Grande currently has three shopping centers in operation. This scenario remained stable until the year 2011, when the news of new developments in the sector began to appear following the trend of internalization of these ventures in Brazil. So overall goal of this work is to analyze the competitive dynamics of the shopping center industry in Campina Grande from competitive forces, competitive strategies and actions from the perspective of managers. As a theoretical framework we used the five competitive forces and the types of competitive strategies of Porter, as well as the typology of competitive actions of Usero and Fernandez (2003), the form of competing Ferrier (1999) and Lee (2002). The research is characterized as exploratory and descriptive, using the method of case study, whose case was chosen as the shopping center of Campina Grande which has three shopping centers in operation and two more in the preliminary phase operation. It was concluded after the completion of this, the results of the competitive forces are relatively favorable to the malls. The most used strategies were the differentiation adopted by the Boulevard Mall, and cost leadership, adopted by Luiza Shopping Motta and the Cirne Shopping Center. The more shares were used innovation and tactics, how to compete stood relatively low aggressiveness, simplicity, uniformity and predictability.