自十九世紀末以來，購併已成為企業成長與改變競爭環境的重要推手。在面臨國際化的趨勢與全球化的競爭思維下，透過購併其他企業的方式，巳成為規劃經營策略的一種競爭模式。面臨新經濟的時代，電信產業的競爭方式丕變，因為市場的解除管制與科技的進步，更造成近年來電信產業的快速變革與蓬勃發展，相關購併的案例更是在全球蔓延，其規模與成交金額更是履創新價。 　目前國內電信產業的結構，已因全球化、自由化的衝擊而有所重大變革，整體的經營環境與競爭程度，已自動被迫升級與國際一流的企業相互競爭；另因國際間的購併動作不斷，顯現企業在競爭激烈的環境中，為確保其競爭優勢而不斷擴張企業版圖的決心，導致現階段的購併涉及諸多策略性的考量，呈現出「大者恆大」的現象。電信產業在必須創造規模經濟的前提下，專家更是建議電信業者藉由購併的方式以擴充營運規模，尤其是以電信大廠為首的新競爭局勢，購併勢將成為公司資源分配的有效方法之一。 　因此本研究採用歸納法，綜合文獻探討、個案分析與專家訪談等方式，完成電信產業之發展趨勢與效益分析，並比較國內外電信購併之個案，整理主併與被併公司的動機與背景因素，希求透過相關案例的分析，汲取其購併策略之規劃與經驗。 最後，本研究提出以平衡計分卡結合五個構面的動態價值因子，作為評估企業競爭力分析的基礎；並依據Michael Porter、Milford B. Green與Arthur Andersen所提出的"”Competitive Strategy”、”The Merger Framework”與”eMerger & Acquisition”為基本架構，嘗試建立適用於電信產業規劃購併策略之參考模型，將企業放進「電信產業環境」中考慮，以協助業者在制定經營策略、提昇產業競爭力與規劃價值導向管理系統之參考，因為無論企業採取何種購併的方式，皆須具有經營策略及購併準則，唯有認清自身與環境的互動關係，方能有效且正確地因應未來的發展與衝擊。 / Since the late 1800s, mergers and acquisitions (M&A) have become a driving force in both corporate growth and changing competitive environments. As the trend of internationalization and globalization, to merge other company becomes a competitive mode of planning business strategy. Facing the era of new economy, the competition of telecommunications industry is changing abruptly owing to the market deregulation and technology progress, and the phenomenon of mergers and acquisitions on telecommunications industry have increased with time. As mergers and acquisitions of an existing company typically speed up the entry process as well as the easiest way to diversify. It also takes a potential competitor out of the market. Due to the telecommunications liberalization in the past years, the structure of telecommunications industry has been modified. It forced many companies have to compete with other big companies worldwide. In order to survive in this intensive market and ensure the competitive advantage, the effect of "big is beautiful” involved strategic making in a lot of company. Even someone suggests that it is not the only good solution to expand the scale of business by merging other company but maybe an effective way to relocate resources efficiently. 　This research mainly uses three different methods, which are literature analysis, cases study and interview with experts to figure out the development trend and beneficial analysis of telecommunications industry after liberalization in Taiwan. We would like find out the motivation and background both acquiring company and target company by finding the planning story in merging a target company through the analysis of cases study. 　Finally, the research provides the basic structure combined the Balanced Scored Card with five-dimensional value system for the purpose of evaluating the corporate competition. Especially, the research develops a reference model of how to plan the mergers and acquisitions strategy in telecommunications industry modified to “the competitive strategy” for Michael Porter, “the merger framework” for Milford B. Green and “eMerger & Acquisition” for Arthur Andersen. In addition, this research imitates Porter’s points of the issue of “putting the company into the industrial environment” to consider. It will be useful for proprietors to organize the business strategy and to work out the value management system. As we know, only does the company understand the interactive relationship with circumstance. It can be effective and correct to cope with the development and impact on the market in the future.

在企業經營中，策略的制定是重大的決策，而要制定策略則須考慮競爭行為的影響。市場上的資訊可以幫助策略擬定，利用市場訊號來看市場上的資訊與競爭應該可以使得經營者更瞭解競爭的現象。而有關市場訊號的作用並為有共識，因此本研究想利用預售屋為研究對象，探討以下問題： 一､在預售屋市場中，廠商是否會考慮競爭者市場訊號發放之影響？ 二､廠商對競爭者市場訊號處理過程為何？ 三､廠商對競爭者市場訊號的反應為何？ 四､廠商對市場訊號的反應受到那些因素的影響？ 經由市場訊號相關理論､訊號反應以及遊戲理論等文獻的探討，得到本研究的觀念架構，最後再由個案的訪談與分析中，與觀念架構的互相印證，得出本研究的命題 。而本研究主要結論如下： 一､預售屋市場中，銷售業者會隨時注意競爭者，而且競爭者的影響在整個推案期間都會存在。 二､訊號內容的不利程度是公司評估訊號的重點。 三､在整個訊號反應過程中，發射者特性與接收者特性會都會對於反應過程有所影響。 四､反應可以用形態､量與速度三個構面來表示。 並且對管理者提出建議： 一､瞭解各種不同的訊號可能引起的反應，有助於對決策的制定。 二､對於本身的反應速度，如果想要有更快反應的能力，可從減少組織惰性與增加外部導向著手。

Problem: In bid to stay competitive in the industry, SMEs have to apply several  formal marketing techniques which will help them edge past their competitors regardless of the many operational challenges they are facing. Moreover, through the first questionnaire the authors realized that if the case company could appreciate the use of marketing techniques in the market, it would gain more market share hence realizing organic growth. However this entirely depends on the leadership and management teams which also have to be innovative in the market place which will eventually create value for the customers who tend to be loyal and as such purchase the service or product repeatedly. In addition, the management and leadership teams should seek cultural integration and talent which will enable the SMEs to achieve their vision hence survival in the business. Purpose: The issue under investigation during this research will be “the effect of differential pricing and promotion on the growth of SMEs which offer standardized services.” This research will add to the existing knowledge relevant to the SMEs in line with the marketing activities and growth. In addition, this research will help Snowhite Dry Cleaners in particular, to achieve growth if the managerial implications are put into consideration as highlighted in this thesis. For the authors, this thesis is a pre-requisite to the award of a masters‟ degree in marketing with a major in business administration once successfully completed. Method: An inductive approach has been used through out this thesis while we adopted a case study design. In order to fulfill the purpose of this thesis, three unstructured questionnaires were sent to the director of operations of the case company. Theories: The theoretical areas  that were used in this thesis consisted of theories regarding; Competitive strategy,  Pricing of services,  Promotion of services,  Services marketing management, Business growth, Marketing management etc Conclusions: The authors came to a conclusion that promotion strategies induce trial of product or service hence organic growth in the long-run. They also impact on customer choice of product or service and service provider which leads to increased demand hence organic growth. As well, value-adding promotions for services increase the demand and market share arising from less competitor activity due to fear of adverse price wars. In addition, promotions increase perceived customer value which results into repeated purchases of a product or service hence organic growth. However, value-increasing promotions are recommended for product firms otherwise they will have a negative impact on sales save for objectives like margin reduction or tarnishing the competitors‟ image. Notably, if value adding promotions are run for a long time, they risk becoming obsolete to the customers who seek value on a daily basis. In addition, differential pricing has no effect on sales growth for a service firms which offer standardized services  like laundry but rather, it is likely to have a positive impact on firms which sell tangible products as a primary objective and treating the services offered as peripheral.

<p><strong>Problem: </strong>In bid to stay competitive in the industry, SMEs have to apply several  formal marketing techniques which will help them edge past their competitors regardless of the many operational challenges they are facing. Moreover, through the first questionnaire the authors realized that if the case company could appreciate the use of marketing techniques in the market, it would gain more market share hence realizing organic growth. However this entirely depends on the leadership and management teams which also have to be innovative in the market place which will eventually create value for the customers who tend to be loyal and as such purchase the service or product repeatedly. In addition, the management and leadership teams should seek cultural integration and talent which will enable the SMEs to achieve their vision hence survival in the business.</p><p><strong>Purpose: </strong>The issue under investigation during this research will be “the effect of differential pricing and promotion on the growth of SMEs which offer standardized services.” This research will add to the existing knowledge relevant to the SMEs in line with the marketing activities and growth. In addition, this research will help Snowhite Dry Cleaners in particular, to achieve growth if the managerial implications are put into consideration as highlighted in this thesis. For the authors, this thesis is a pre-requisite to the award of a masters‟ degree in marketing with a major in business administration once successfully completed.</p><p><strong>Method:</strong> An inductive approach has been used through out this thesis while we adopted a case study design. In order to fulfill the purpose of this thesis, three unstructured questionnaires were sent to the director of operations of the case company.</p><p><strong>Theories: </strong>The theoretical areas  that were used in this thesis consisted of theories regarding; Competitive strategy,  Pricing of services,  Promotion of services,  Services marketing management, Business growth, Marketing management etc</p><p><strong>Conclusions: </strong>The authors came to a conclusion that promotion strategies induce trial of product or service hence organic growth in the long-run. They also impact on customer choice of product or service and service provider which leads to increased demand hence organic growth. As well, value-adding promotions for services increase the demand and market share arising from less competitor activity due to fear of adverse price wars. In addition, promotions increase perceived customer value which results into repeated purchases of a product or service hence organic growth. However, value-increasing promotions are recommended for product firms otherwise they will have a negative impact on sales save for objectives like margin reduction or tarnishing the competitors‟ image. Notably, if value adding promotions are run for a long time, they risk becoming obsolete to the customers who seek value on a daily basis. In addition, differential pricing has no effect on sales growth for a service firms which offer standardized services  like laundry but rather, it is likely to have a positive impact on firms which sell tangible products as a primary objective and treating the services offered as peripheral.</p>

p. 1 - 141 / Submitted by Santiago Fabio (fabio.ssantiago@hotmail.com) on 2013-02-18T20:27:15Z No. of bitstreams: 1 999999999.pdf: 657658 bytes, checksum: 60930ba727d594c2159ffb5d6e9b607a (MD5) / Approved for entry into archive by Fatima Cleômenis Botelho Maria (botelho@ufba.br) on 2013-02-21T13:45:02Z (GMT) No. of bitstreams: 1 999999999.pdf: 657658 bytes, checksum: 60930ba727d594c2159ffb5d6e9b607a (MD5) / Made available in DSpace on 2013-02-21T13:45:02Z (GMT). No. of bitstreams: 1 999999999.pdf: 657658 bytes, checksum: 60930ba727d594c2159ffb5d6e9b607a (MD5) Previous issue date: 2007 / O presente estudo busca conhecer o setor de serviços técnicos industriais que atende ao Pólo Petroquímico de Camaçari, através da análise dos fatores da competitividade. A estreita ligação entre a manufatura e os serviços ditos “empresariais”, nos quais os serviços técnicos se inserem, é trazida à tona. Em paralelo é feita uma retrospectiva do Pólo Petroquímico como agente formador do setor de serviços técnicos. O estudo sobre competitividade foi traçado de forma a privilegiar o entendimento sobre os conceitos centrais como concorrência, estrutura – conduta – desempenho e os modelos de análise da conpetitividade, através de Porter e do ECIB (Estudo sobre a Competitividade da Indústria Brasileira), tendo sido este último escolhido para aplicação no presente trabalho. O cenário internacional do segmento de engenharia, construção e montagem ratifica o momento atual positivo e mostra um mercado dinâmico e atraente sob o aspecto de volume de empreendimentos, revelando-se, sem dúvida, como uma oportunidade. Ao mesmo tempo, mostra as tendências ou padrão competitivo para os próximos anos. Mais uma vez, a participação nacional se mostra extremamente tímida. Os resultados da pesquisa de campo realizada com as empresas prestadoras de serviços técnicos do Pólo Petroquímico de Camaçari revelam que, a despeito de um cenário nacional macroeconômico de baixo crescimento, este setor vem crescendo fortemente nos últimos 4 anos, impulsionado por uma demanda de mercado proveniente das indústrias produtoras de comodities, que, por sua vez, possuem relações estreitas com o cenário econômico internacional. Também identifica a tendência de exportação de serviços para outras regiões em detrimento da Região Metropolitana de Salvador. Finalmente considera os próximos anos como oportunos para o tratamento dos pontos fracos identificados nas estratégias empresariais, tendo em vista uma projeção continuada de crescimento da demanda. / Salvador

The widely accepted concept of sustainability affects people, governments and enterprises in different ways and requires the incorporation of new strategies. This dissertation aims to investigate the Green Marketing strategies adopted by Brazilian companies listed in the Business Sustainability Index of the São Paulo Stock Exchange (BOVESPA) and what is its influence on their competitive strategy. A qualitative approach was chosen, using multiple case study. As the unit of analysis five Brazilian companies were selected (pulp and paper, chemical, steel, banking and finishing products for construction) from the Business Sustainability Index of BOVESPA this year. Data collection took place in São Paulo and Porto Alegre, from July to August 2010, through semi-structured interviews conducted in loco with corporate managers. Other sources used were direct observation, documents and publications, and physical artifacts. Regarding the reasons that lead companies to adopt the Green Marketing, CSR is seen as the main reason. It was observed that the main change agents are the companies themselves and not the Brazilian consumers, who still demand for few green products. Analyzing the studied companies as industrial consumers, they play an important role in its production chain, requiring its suppliers to deliver green supplies, materials and services. Green gauge segmentation is difficult to implement as a strategy in Brazil. The findings indicate the practice of the following Green Marketing strategies: Lean Green, Shaded Green and Extreme Green (GINSBERG and BLOOM, 2004), Eco-efficiency, Beyond Compliance Leadership, Eco-branding and Environmental Cost Leadership (ORSATO, 2006); Green attributes and non-green attributes (OTTMAN, STTAFORD and HARTMAN, 2006), Green brand positioning by functional attributes and Green brand positioning by emotional benefits (HARTMANN, APAOLAZA IBAÑEZ and FORCADA-SAINZ, 2005) and Green Strategy (GRANT, 2007). Regarding the influence of Green Marketing in the competitive strategy, the results indicate that all companies adopt the Systemic Strategy (WHITTINGTON, 2002), and the Strategic Approach to Environmental Management (BARBIERI, 2007). The results also indicates that companies consider the sustainability in their mission and in their view, develop lines of green products and services or make green current products and services, adopting or not green brands; lead changes in its production process that result in environmental gains and cost reduction, and tend not to practice the premium price. The changes made by companies have a strategic character, not tactical, and a proactive attitude. It was concluded that by adopting different strategies of Green Marketing, the studied companies are anticipating the future expected high demand for green products by Brazilians consumers and expect thereby gain competitive advantage. Green Marketing is thus incorporated into strategic planning in all studied cases, and their practice shows growing up. The importance of this study lies both in the systematization of knowledge about Green Marketing and the empirical validation of the strategies of Brazilian companies. / A noção de sustentabilidade, largamente aceita, afeta pessoas, governos e empresas de diferentes modos e exige a incorporação de novas estratégias por parte dos mesmos. A presente dissertação tem por objetivo investigar quais as estratégias de Green Marketing adotadas por empresas brasileiras listadas no Índice de Sustentabilidade Empresarial da Bolsa de Valores de São Paulo e qual a sua influência na estratégia competitiva das mesmas. Foi utilizada a abordagem qualitativa por meio de estudo de casos múltiplos. Como unidade de análise foram selecionadas cinco empresas brasileiras (papel e celulose, química, siderúrgica, banco e produtos de acabamento para construção civil) que integram o Índice de Sustentabilidade Empresarial da BOVESPA no presente ano. A coleta dos dados aconteceu nas cidades de São Paulo e Porto Alegre, no período de julho a agosto de 2010, por meio de entrevistas semi-estruturadas, conduzidas in loco com gestores das empresas. Outras fontes utilizadas foram observação direta, documentos e publicações e artefatos físicos. Com respeito a razões que levam as empresas a adotarem o Green Marketing, a responsabilidade social é apontada como a principal razão. Observou-se que o grande agente de transformação são as próprias empresas e não os consumidores brasileiros, que ainda demandam pouco por produtos verdes. Analisando as empresas estudadas como consumidores industriais, estas desempenham um papel importante em sua cadeia produtiva, exigindo que seus fornecedores entreguem insumos, matérias-primas e serviços verdes. A segmentação verde mostrou-se uma estratégia de difícil aplicação no país. Identificou-se, porém, a prática das seguintes estratégias de Green Marketing: Verde Escasso, Verde Matizado e Verde Extremo (GINSBERG e BLOOM, 2004); Ecoeficiência, Beyond Compliance Leadership, Eco-branding e Liderança em Custo Ambiental (ORSATO, 2006); Atributos verdes e Atributos não-verdes (OTTMAN, STTAFORD e HARTMAN, 2006); Posicionamento de Marcas Verdes por Atributos Funcionais e Posicionamento de Marcas Verdes por Benefícios Emocionais (HARTMANN, APAOLAZA-IBAÑEZ e FORCADA-SAINZ, 2005); e Estratégia Verde (GRANT, 2007). Com respeito à influência do Green Marketing na estratégia competitiva, os resultados indicam que todas as empresas adotam a Estratégia Sistêmica (WHITTINGTON, 2002) e a Abordagem Estratégica de Gestão Ambiental (BARBIERI, 2007). Os resultados dão conta ainda que as empresas consideram em sua missão e em sua visão a condição de sustentabilidade; desenvolvem linhas de produtos e serviços verdes ou tornam verdes os produtos e serviços existentes, adotando ou não marcas verdes; conduzem mudanças em seu processo produtivo que resultam em ganhos ambientais e redução de custos; e tendem a não praticar o preço premium. As mudanças efetuadas pelas empresas têm um caráter estratégico, e não tático, e uma postura pró-ativa. Concluiu-se que, ao adotarem diferentes estratégias de Green Marketing, as empresas estudadas antecipam-se à futura e esperada alta demanda por produtos verdes por parte dos consumidores brasileiros e esperam, com isso, ganharem vantagem competitiva. O Green Marketing está, desse modo, incorporado ao planejamento estratégico em todos os casos estudados e a sua prática mostra-se crescente. A importância do presente estudo reside tanto na sistematização dos conhecimentos sobre Green Marketing quanto na verificação empírica das estratégias das empresas brasileiras.

Made available in DSpace on 2014-06-11T19:26:16Z (GMT). No. of bitstreams: 0 Previous issue date: 2009-06-30Bitstream added on 2014-06-13T19:54:25Z : No. of bitstreams: 1 ferreira_vg_me_bauru.pdf: 837196 bytes, checksum: 174f4e4a7f3531c88c3e82d0e4877ec3 (MD5) / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / O vigente processo de globalização da economia e dos mercados, caracterizado principalmente pelo fim das fronteiras protecionistas e pela competição em dimensão global, tem aumentado o nível de competição entre as empresas industriais. Pesquisas têm demonstrado a dificuldade que as empresas industriais encontram em elaborar e implementar suas estratégias de negócios e principalmente as estratégias de manufatura. As Pequenas Empresas Industriais Brasileiras (PEIBs) participam desse cenário global, em particular, com inúmeras desvantagens estruturais quando comparadas às grandes empresas. Ressalta-se que a literatura básica disponível e as pesquisas são geralmente desenvolvidas para as grandes empresas. Os fatores estratédicos de manufatura que contribuem para a estratégia do negócio são igualmente importantes para que as empresas possuam maior vantagem competitiva no seu setor. A base conceitual foi obtida pela revisão bibliográfica, de estudo e pesquisas relevantes da área de conhecimento. As dimensões utilizadas para a análise da competitividade das PEIBs foram: Desempenho Produtivo, Qualidade, Desing, Tecnologia e Recursos Humanos, sendo a pesquisa Indicadores de Competitividade da Indústria Brasileira -Micro e Pequenas Empresas (ICIB), do Serviço Brasileiro de Apoio às Micro e Pequenas Empresas, adotada como referência. O objetivo central foi estabelecer um comparativo das cinco dimensões de análise das empresas industriais brasileiras com as empresas moveleiras do Arranjo Produtivo Local de Votuporanga, SP (APL), considerado o segundo mais importante do Brasil. O objetivo secundário foi avaliar a presença do tipo de vantagem competitiva existente e a sua estratégia de produção. Por meio de uma Pesquisa de Campo exploratória e qualitativa, realizada em empresas industriais moveleiras de Votuporanga, comparou-se... / The current process of economic globalization and markets, characterized mainly by the end of the protectionist borders and in global competition, has incresed the level of competition among industrial firms. Polls have shown the difficulty that the industry is to develop and implement their strategies and business strategies, especially those manufacturing. Small Industrial Enterprises Brasileiras (PEIBs) part of this global scenario, in particular, with many structural disadvantages when compared to large enterprises. It is noteworthy that the available literature and basic research are usually developed for large companies. The strategic factors that contribute to the manufacturing strategy of the business are also important for companies to have greater advantage in its sector. The conceptual basis was obtained by review of relevant studies ans research in the area of knowledge. The dimensions used for the analysis of competitiveness of PEIBs were: Productive Performance, Quality, Design, Technology and Human Resources, and the search for indicators of the Brazilian Industry Competitiveness - Micro and Small Enterprises (ICIB), the Brazilian Service of Support to Micro and Small Enterprises, adopted as reference. The central objective was to establish a comparative analysis of the five dimensions of the Brazilian industrial companies with business furniture in the Local Productive Arrangement Votuporanga, SP (APL), considered the sencond most important in Brazil. The secondary purpose was to evaluate the presence of the type of competitive advantage and its existing strategy of production. Using a search field exploratory and qualitative, in the furniture industry Votuporanga, compared with the search results ICIB, and we obtained a comparative table showing the importance of competitive strategy in the furniture... (Complete abstract click electronic access below)

As empresas necessitam desenvolver capacidades específicas no processo de desenvolvimento de produto, a fim de que esse processo contribua diretamente com sua estratégia competitiva, produzindo produtos com custos, preços e expectativas compatíveis ao mercado em que estão inseridas. Dessa forma, a interação da estratégia competitiva e custos com o PDP tornam-se central a sua competitividade. Nesse contexto, esta investigação tem como objetivo compreender como a estratégia competitiva e custos interagem com o PDP das empresas. Para tanto, foi desenvolvida uma pesquisa exploratória, com abordagem qualitativa, utilizando-se do estudo de casos múltiplos como estratégia de pesquisa, e a entrevista individual em profundidade como técnica de coleta de dados. Tendo em vista o referencial teórico abordado e a análise realizada por este estudo, foi utilizado como base para a análise das interações o modelo de PDP desenvolvido por Ulrich e Eppinger (2004), o qual discute de forma genérica a interação entre empresa, mercado e o macroambiente com o PDP. As principais contribuições do trabalho estão direcionadas à compreensão dos elementos de interações. Nesse sentido, este estudo contribui na medida em que explora de forma mais focada como a estratégia competitiva e custos interagem com o PDP em três organizações de portes e segmentos distintos. Além disso, este estudo analisou cada fase do PDP e seus respectivos elementos de interações. Ao final, são apresentadas as limitações e sugestões para estudos futuros. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-05-30T16:51:06Z No. of bitstreams: 1 Dissertacao Rosana da Rosa Portella Tondolo.pdf: 1023117 bytes, checksum: 8fa7f0e20c35975e98efdc877ffdf61b (MD5) / Made available in DSpace on 2014-05-30T16:51:06Z (GMT). No. of bitstreams: 1 Dissertacao Rosana da Rosa Portella Tondolo.pdf: 1023117 bytes, checksum: 8fa7f0e20c35975e98efdc877ffdf61b (MD5) / Companies need to develop specific capabilities in the process of product development, in order to this process contributes directly to competitive strategy, producing products with costs, prices and expectations compatible to the market in which they operate. Thus, the interaction of competitive strategy and cost with PDP becomes central to companies competitiveness. In this context, this research aims to understand how the competitive strategy and cost interact with PDP of companies. To this end, it was developed an exploratory study with qualitative approach, using multiple case study as research strategy, and in-depth individual interviews as technique for data collection. According to theoretical review and analysis addressed by this study, the PDP model developed by Ulrich and Eppinger (2004) was used as basis for analyzing the interactions. That model discusses in general terms the interaction between company, market and macro-environment with the PDP. The main contributions of the work are directed to the understanding of these interactions. Thus, this study contributes exploring more focused how competitive strategy and cost interact with the PDP in three organizations with different sizes and segments. In addition, this study has analyzed each step of the PDP and its respective elements of interactions. Finally, we present the limitations and suggestions for future studies.

Mostra a importância da integração dos sistemas de gestão de produção (ERP, MES e SCADA), a fim de se integrar todos os processos de negócios de uma organização, desde o nível operacional até o nível estratégico. Relata a relevância de se ter, aliado aos sistemas de gestão da produção, sistemas de medição de desempenho, que possam auxiliar no processo de tomada de decisão. Desenvolve, utilizando uma relação de causa e efeito, uma rede de relacionamento entre indicadores de desempenho, a partir de dados coletados automaticamente do chão de fábrica em empresas de manufatura discreta que utilizam processos de usinagem, apontando o impacto de cada indicador nas cinco dimensões competitivas de manufatura. Define a fórmula de cada indicador de desempenho a partir da análise conceitual destes indicadores, e identifica quais dos sistemas (ERP, MES ou SCADA) seriam mais adequados para fornecer tais indicadores. / Shows the importance of the integration of production planning and control systems (ERP, MES ou SCADA), in order to integrate all the business process of an organization from the operational level to the strategic level. Mention the significance of having performance measurement systems associated with production planning and control systems in order to help the decision process. Develop, using a cause and effect analysis, a performance measures relationship net from automatic shop floor data collection in discrete manufacturing enterprise, pointing out the impact of each indicator, in the five manufacturing competitive strategy. Define the formula of each performance measures from the conceptual analysis of this measures, and identify which of this systems (ERP, MES and SCADA) would be suitable to provide such measures.

Este trabalho tem como objetivo principal investigar as estratégias competitivas em empresas de móveis para uso residencial, situadas no pólo industrial da região de Votuporanga – SP. Como objetivo secundário busca-se aferir a integração da estratégia competitiva com a de produção e, conseqüentemente, apontar os fatores estruturais e infra-estruturais de processo produtivo que dão suporte a essa integração. Para isso, realizou-se revisão bibliográfica dos conceitos de estratégias competitivas e de produção, além de um estudo da história e características da indústria moveleira no Brasil e da região de Votuporanga - SP. Desenvolveu-se uma pesquisa de campo em onze empresas que consistiu de um levantamento descritivo exploratório. Os resultados da pesquisa revelaram que a maioria das empresas é considerada pequena, as quais mantêm linhas variadas de móveis retilíneos com estilo tradicional. A comercialização ocorre em um mercado amplo com pouca ou nenhuma diferenciação do produto, caracterizando a atuação da estratégia competitiva de menor custo. Os objetivos de desempenho de produção mais praticados pelas empresas são a qualidade do produto final e o custo. Contudo, os dados analisados indicaram a ausência de sistemas de medidas e a utilização de programas de treinamento voltados para a gerência da qualidade, que sustentam a esta prioridade competitiva. Além disso, encontraram-se diversos fatores que poderiam impedir o alinhamento da estratégia competitiva de menor custo com a prioridade competitiva custo. Não obstante, verificou-se que algumas decisões de produção tenderam a influenciar a redução do custo de fabricação. Concluiu-se que essas decisões são planejadas visando o curto prazo, inexistindo, assim, técnicas e práticas precisas para alcançar vantagens competitivas de menor custo no médio e longo prazos. / This work aims at investigating the existence of competitive strategies within the Home Wooden Furniture Industry at the industrial cluster in the city of Votuporanga (SP). As a secondary objective, the integration of competitive strategies with the production strategy were assessed, so that structural and infra structural factors of the productive process for this integration could be pointed out. To this end, a survey on the concepts of competitiveness and production strategies was presented as well as an overview on the Brazilian furniture companies history and characteristics, especially that of Votuporanga area. A case study was carried out on 11 furniture factories at Votuporanga area, which consisted of a descriptive-exploratory methods. The results have shown that the majority of the factory is considered small industry, which produce a varied number of straight line-like furniture of traditional style. The trading occurs in a broad market with little (or none) product differentiation, which is a clear indication of the ‘least cost’ competitive strategy. The production performance objectives pointed out by the companies were the quality and the lowest cost. However, the data analysis has shown the lack of both measurement systems and employment of training programmes towards quality management which could support competitive priority of quality. Moreover, there have been found some impeding factors for the alignment of the least cost competitive strategy with the production performance objective of lowest cost. Nonetheless, it has been noticed that some decisions adopted in the production line seemed to have influenced the reduction on manufacturing costs. Then, it can be inferred that such decisions are only envisaged for the short run, where neither precise techniques nor practices take place. This prevents competitive advantages of lowest cost from being achieved on either a medium or a long run.