An analysis of the marketing environment of a metal mechanical industry under the Porter’s perspective


  • Luis Felipe Dias Lopes Universidade Federal de Santa Maria
  • Fransana Petter Machado UFSM
  • Fillipe Grando Lopes UFSM
  • Mauren Pimentel Lima UFSM
  • Vânia Medianeira Flores Costa UFSM
  • Diana Della Mea da Silva UFSM



DOI: 10.5902/198346592966 In a highly competitive market where consumers are increasingly demanding, the companies, in order to maintain themselves, seek competitive strategies, bringing as an alternative the differentiation in their products quality. To achieve this goal, companies guide their business strategies for an apropriate quality system, developing a Strategic Quality Planning. This paper presents the observation made in a metallurgical industry from Santa Maria with the purpose to describe how the Strategic Planning is committed to quality, in addition to an observation of its internal and external environments through the development of the SWOT matrix and the perception through the five competitive forces of Porter (1990).  It was observed the cost of poor quality in the company, addressing to the flaws and defects caused by its lack and how much it represented in the company incomes.  It was possible to notice how much the company lost in sales according to the flaws in the operational process. This paper intends to warn the administrators about the costs due to a lack of quality presented by the company and that the implementation of a quality system is seen as a tool to promote improvements and not only as a set of rules to obtain a certificate.


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Author Biographies

Luis Felipe Dias Lopes, Universidade Federal de Santa Maria

Doutor em Engenharia de Produção, Professor do Depto. de Ciências Administrativas, UFSM

Fransana Petter Machado, UFSM

Graduação em Administração pela UFSM.

Fillipe Grando Lopes, UFSM

Aluno do Curso de Desenho Industrial, Bolsista PIBIC/CNPq, UFSM

Mauren Pimentel Lima, UFSM

Enfermeira, Aluna do Curso de Mestrado em Administração, UFSM

Vânia Medianeira Flores Costa, UFSM

Doutora em administração, Professora Adjunta do Departamento de Ciências Administrativas da UFSM

Diana Della Mea da Silva, UFSM

Mestranda em Engenharia de Produção, UFSM



How to Cite

Lopes, L. F. D., Machado, F. P., Lopes, F. G., Lima, M. P., Costa, V. M. F., & Della Mea da Silva, D. (2013). An analysis of the marketing environment of a metal mechanical industry under the Porter’s perspective. Revista De Administração Da UFSM, 6(1), 103–118.




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