Estratégias competitivas e o nível de foco estratégico: análise de pequenos varejistas de alimentos do Parque Mambucaba

Abstract

This work is intended to analyze how the small supermarkets of the Parque Mambucaba neighborhood, located at Angra dos Reis, Rio de Janeiro State, Brazil, are maintaining their competitiveness, on the local market through the entrance of large supermarket chains. It is the goal of this article to verify in what strategic level the small traders are working. Theoretical structure was constructed from the applicability of the theory of Miles e Snow (1979) in the area of small enterprises in the food industry, as well as in the use of two strategic strategies defined by De Wit e Meyer (2010). This work uses qualitative approach based in a Multiple Case Study (YIN, 2001). The data collection was made using the interview that was recorded in the integrality. Subsequently, the answers obtained are analyzed in light of the theories addressed. The results indicate that the companies are using the functional strategy and orienting their business for the market, mainly by adopting a defensive strategy.