Estudo da competitividade dos principais autoveículos compactos brasileiros pelo modelo de campos e armas da competição

Abstract

This work aims at to analyze the form as the main compact Brazilian vehicles compete against themselves at the national market. For such analysis was chosen the use of the model of fields and weapons of the competition, that represents the business and operational competitive strategies. The choice of the theme is justified for the importance of the competitiveness, of the competitive strategies and of the automotive sector for the academic and economical Brazilian means. The option for the use of the model of fields and weapons of the competition as manner to reach the proposed objectives, implicates in an own methodology for its application. A study of multiple cases was accomplished including the main compact Brazilian vehicles produced by the four main assemblers installed in the country (Fiat, Ford, General Motors and Volkswagen). In that way, it was sought with this work, to enrich the discussion about the subjects: competitiveness, competitive strategy and the model of fields and weapons of the competition, providing new data and conclusions. The results obtained coincided with the formulated hypothesis, it concluded that the assemblers companies of most competitive vehicles and the less competitive ones, adopt the same competitive strategies of businesses. The compact Brazilian vehicles compete primarily on project, quality and price of the product. The calculations to know the influence of the operational competitive strategy detached that the focus (variable that measures the use of weapons needed to business competition in chosen field) explains why a vehicle is more competitive than other. Depending on the examined situation, the focus manages from 56% to 71% of the variables that affect the competitiveness of studied vehicles. Those results contributed to the validation the thesis of the model of fields and weapons of the competition, which indicates that to make the vehicle competitive, there is no more relevant condition than to have excellence just in the weapons that gives competitive advantages in the chosen field to compete in each pair product/market.