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Diagnóstico Estratégico: Análise Dos Ambientes Interno E Externo De Uma Agroindústria Goiana

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  • Drees, Christian
  • Souza, Eliane Moreira De Sa
  • Neto, Odilon Jose De Oliveira
  • Figueiredo, Reginaldo Santana
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    Abstract

    O objetivo deste estudo foi prospectar cenários para a unidade em estudo; e desenvolver um diagnóstico estratégico do processo de produção de óleos vegetais da organização em estudo. Quanto à metodologia, trata-se de uma pesquisa-ação, cujos dados foram obtidos por fontes primárias e secundárias. Para retratar a análise do ambiente interno e possibilitar acompanhamento das mudanças, pela proposta de Mintzberg, Ahlstrand e Lampel e análise de outras ferramentas utilizadas pela unidade, entre elas, o modelo SWOT, a aplicação de um questionário, além da observação direta do autor. As principais conclusões obtidas foram: referente a prospecção de cenários, a unidade leva em consideração análises tecnológicas, econômica e sociocultural. Quanto à análise da indústria – ambiente externo por meio das cinco forças de Porter – as principais barreiras de entrada estão atreladas a três grandes pontos: originação do caroço de algodão, altos investimentos iniciais, e conhecimento técnico e mercadológico do negócio. Quando apurado o poder de barganha dos compradores, para a unidade há um poder moderado e uma forma de neutralizá-lo é a melhoria da qualidade dos produtos para prospecção de novos mercados externos. Já o poder de barganha dos fornecedores pode ser neutralizado por meio da integração vertical, como atualmente é realizada, tendo em vista que cerca de 40% do caroço de algodão advém das propriedades rurais do próprio grupo. Já na análise do ambiente interno destacam-se alguns pontos desfavoráveis. No grupo de marketing, o número de linhas de produto e os programas promocionais apresentaram uma avaliação inferior às demais. No grupo de operações, o controle de estoques foi o que apresentou a avaliação mais baixa, e no grupo de recursos humanos a menor avaliação está voltada para a rotatividade dos funcionários, o que converge com os índices de turnover. ---------------------------------------------The objective of this study was to prospect sceneries for the unit in study; and to develop a strategic diagnosis of the process of production of vegetable oils of the organization in study. As for the methodology, it is treated of a research-action, whose data were obtained by primary and secondary sources. To portray the analysis of the internal atmosphere and to make possible attendance of the changes, it opted for the proposal of Mintzberg, Ahlstrand and Lampel and analysis of other tools used by the unit, among them, the model SWOT, the application of a questionnaire, besides the author's direct observation. The main obtained conclusions were: regarding search of sceneries, the unit takes in consideration analyses technological, economical and cultural partner. As for the analysis of the industry - external atmosphere through the five forces of Porter - the main entrance barriers are harnessed to three great points: origination of the cotton seed, high initial investments, and technical knowledge and market of the business. When select the power of the buyers' bargain, for the unit there are a moderated power and a form of neutralizing it is the improvement of the quality of the products for search of new external markets. Already the power of bargain of the suppliers can be neutralized through the vertical integration, as now it is accomplished, tends in view that about 40% of the cotton seed occurs of the rural properties of the own group. Already in the analysis of the internal atmosphere, they stand out some unfavorable points. In the marketing group, the number of product lines and the programs promotions they presented an inferior evaluation to the others. In the group of operations, the control of stocks was what presented the lowest evaluation, and in the group of human resources to smallest evaluation is gone back to the employees' rotation, what converges with the turnover indexes.

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    Bibliographic Info

    Paper provided by Sociedade Brasileira de Economia, Administracao e Sociologia Rural (SOBER) in its series 46th Congress, July 20-23, 2008, Rio Branco, Acre, Brasil with number 108971.

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    Date of creation: Jul 2008
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    Handle: RePEc:ags:sbrfsr:108971

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    Web page: http://www.sober.org.br/
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    Keywords: Gestão estratégica; Cenários; Ambiente interno; Ambiente externo; Administration strategy; sceneries; internal atmosphere; external atmosphere; Agribusiness; Crop Production/Industries;

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