Estratégia de manufatura: a proposição de um modelo para o setor alimentício voltado para o mercado de baixa renda.

Abstract

With the present managerial context, the organizations need to be attentive to the consuming market in way to notice the alterations that happen in the atmosphere, and starting from that, to take advantage of the opportunities that can appear, guaranteeing the necessary competitive advantage to stay at the market. It is the consumers' case of the classes C, D and E, that is highlighting if in the market for the considerable increase of your purchase power. In that way, in if treating of manufacture organizations, it is necessary to adopt a specific strategic orientation, in way to offer better products than the competitors and that they satisfy those consumers, considering the competitive factors that they consider in the moment of the acquisition of products. In that sense, it is done necessary to define the strategy of manufacture of the company, that will be to address the other functions organizations in the reach of those factors. Due to these initial considerations, this research has as general objective to propose a model of manufacture strategy for the industry of victuals gone back to the market of low income. In terms of methodological procedures, that research is of exploratory character with qualitative approach. With relationship to the obtaining of the data, it is characterized as a bibliographical research, that used the field research to define which the factors she be prioritized for the proposition of the model. With relationship to the results, starting from the identification and subsequent punctuation and consideration of the critical factors of success specific of the section of victuals to the market of low income, he/she intended the model of manufacture strategy, that presents as competitive factors, the low price, the sensorial properties of the products, the distribution points, the packing and the duration after open.