Os reflexos do associativismo nas estratégias de marketing das indústrias moldadoras de plástico associadas à amplast

Abstract

The importance of interorganizational newtworks as an alternative strategic alliance for small and medium size enterprises has increased in the last years (BALESTRIN and VERSCHOORE, 2008, p. 97), that has lead to new researches related to subject. The enterprises of the third chain of plastic industry is very important to the country (MDIC, 2005) because the plastic is a material used in the most modern products, and there are approximately 11.000 companies in this industry (ABIPLAST, 2007). However, these companies are struggling to survive and are considered the weak part of the plastic industry chain (PADILHA, 2008). The purpose of this study is to research and analyze possible interorganizational newtworks`s effects on the market strategy used by the plastic industry associated at the Association of Plastic Industry of São Paulo – AMPLAST, as also to verify if the actions proposed by AMPLAST has improved the strategies of these companies. This study could help to provide a better understanding about how collective actions could to create competitive advantage to the companies, raising the chances of surviving in a business environment where the level of competition is always increasing. Based on the reading of literature about the subject and interview with an owner of a plastic company and president of AMPLAST, was established some assumptions: a) the existence of some threats, mainly Asia’s products and higher tax; b) the need to improve products quality in order to satisfying customers; c) the need to improve the skills and professional capacity in the industry; d) the AMPLAST actions have the potential to help the companies to surmount difficulties working together and to became more competitive. To reach the aim proposed was made an exploratory research making use of interviews with semi-structured questionnaire and documental research. The aim of this research was to interview all the companies associated with AMPLAST. However, because of the difficulties to Access the companies it was possible to interview only five, the research was restricted because of this. As a result from this research was identified: a) the five companies researched have market strategies based on differentiation strategy; b) some companies are reaching success in developing strategies to take advantage of the opportunities or to neutralize the threats but others not; c) some strategies are leading to advantage competitive while others are failing to; d) some companies strategies are aligning yours competences with market requirement but others not; e) the research cannot achieve the aim of identifying effects of the actions proposed and implemented by the AMPLAST in the associated companies. However, the strategy of AMPLAST that focuses on the development of technological and managerial capacity of your members are appropriate to face the challenges in the industry considering the review of the literature about the subject as well the characteristics of both the market and the companies studied.