Estratégia de produção e seu suporte à competição: o caso da empresa Delícias do Trigo no mercado de panificados

Abstract

Currently has been directed to the greater importance production area, which, in part, due

to greater convergence of views on the importance of manufacturing strategy and

competitiveness. In this sense, this paper presents an analysis of how production strategies

are set in the baking sector. Based on studies of Contador (1995) and Weelwright (1984), we

constructed a framework for analyzing production strategies through a Case Studies in the

company "Delícias do Trigo", identifying the areas in which the company competes (price,

product, period, service or image) and how it operates in strategic decision categories

(capability, installation, process technology, compared with the links in the chain, human

resources, quality and systems of organization and control). The analyzes were also used for qualifying criteria and winners order (HILL, 1992). In collecting data from qualitative case

study was used semi-structured interview. Among the main conclusions can be noted that

despite the expansion of services the company has pursued further expansion through new

customer accounts and increased sales from current customers, entering new products and

different lines from those presented today. In addition, the company has acted consistently

in the field of product quality, which enabled a breakthrough in terms of organizing production and maturation of the business idea in previous years projected to change the focus of activity company.