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

Luis Felipe Dias Lopes, Fransana Petter Machado, Fillipe Grando Lopes, Mauren Pimentel Lima, Vânia Medianeira Flores Costa, Diana Della Mea da Silva


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.


Licença Creative Commons
Este obra está licenciado com uma Licença Creative Commons Atribuição-NãoComercial-CompartilhaIgual 4.0 Internacional.






Revista de Administração da UFSM. Brazilian Journal of Management

Universidade Federal de Santa Maria, Santa Maria, Rio Grande do Sul, Brasil, eISSN 1983-4659