Análise da competitividade de uma empresa de sementes de soja na região de Abelardo Luz-SC

Abstract

One of the major challenges to organizations in recent decades is the expansion of its competitiveness against competitors. The aim of this study was to search together with the customers of a soybean seed company in the region of Abelardo Luz, Santa Catarina, what is the importance that they give to the main competitive criteria in the moment of buying seeds, as well as to identify the competitive position of the company against competitors. Initially four competitive dimensions (technical, managerial, marketing and image) were established. Field research was conducted with fifty farmers chosen at random. To identify the company’s performance against direct competitors it was used the information from the managers and staff from the company, and the assistance of technical consultants. From the data, "Importance X Performance”, matrix was generated, which allows locating the company's competitive position in its business environment. The analysis led us to conclude that the competitive criteria "availability of new varieties" and "type and appearance of the packaging" are well considered by customers and that these points need to be improved by the company, because it has not performed well compared to the competition for these criteria. It is also possible to consider that the company is well positioned in its acting market, compared to direct competitors in most of the competitive criteria evaluated.