The escape of the operation of commodities as strategy

The research demonstrates the feasibility of strategy for survival and increase the competitiveness of small and medium-sized enterprises of forward meatpacking district of meat to the current reality of the beef market in Brazil, increasingly dominated by large transnational conglomerates meatpacking district, formed the light of exports whose operations are defined in the commodities. For this, it is delineated the current panorama of productive chain of beef in Brazil, recognised as non-integrated and absent coordination, unable in its current structure of being used as instrument for the potential of the productive and increase of profit of these enterprises. For this, it is delineated the current panorama of productive chain of beef in Brazil, recognised as non-integrated and absent coordination, unable in its current structure of being used as instrument for the potential of the productive and increase of profit of these enterprises. It is presented, therefore, the marketing alliance between the production chain as a strategic measure for the placement of meatpacking district of medium and small-sized conglomerates in the meat market, particularly in the domestic market, increased its production target. Through the study of these alliances, a case study, the emergence of alternative supply to the internal market, increasingly demand differentiated products and quality, adding value to these, somehow escaping the operations in commodities of these companies.