Diagnóstico das estratégicas aplicadas em empresas do ramo de panificação da cidade de Aracaju-SE

Abstract

In the business scenario the sense of adopting organizational strategies is the search for making companies stand out among their competitors in order to achieve organizational growth and financial success. In order to obtain a competitive advantage, it is important that the institutions seek to draw up a constant analysis of the environment to which they belongand, in particular, to consider the resources they use. The VRIO model is a theory based on the evaluation of internal resources that an organization possesses, aiming to qualify it as itsValue, Rarity, Imitation and Organization, in order to identify if the organizations are achieving a sustainable competitive advantage through their internal resources. Thus, the present study aims to verify the strategies adopted by two Aracaju bakeries, based on the VRIO model. The study also sought to identify the particularities and profile of entrepreneurs of the two bakeries studied in Aracaju-SE, to analyze the strategic process of these companies based on value, rarity, imitability and organization, to verify through the application of the VRIO model the existence of competitive advantage sustainable development in their respective companies, and finally to demonstrate the difficulties faced by these entrepreneurs in the adoption of strategies. It was verified that the organizations that were the object of the study did not adhere to the VRIO methodology, due to the lack of knowledge on the part of its managers of this method. However, when confronting theory with the experience of organizations in different analyzed points, companies, in some points they demonstrated a sustainable competitive advantage, which is positive for them. It was suggested that entrepreneurs adopt VRIO to make their business more successful. It was also recommended a study involving a larger number of companies from the same branch to verify which strategies have the greatest reference in organizational success.