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

Abstract

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.