Análise do alinhamento entre a estratégia competitiva de negócio e a estratégia de produção de empresas de confecção

Abstract

The concept of alignment has been gaining strength due to the competitive market, in which the companies are inserted, and over the years, Brazil has lost competitiveness and market in the garment industry. The purpose of alignment is to ensure that the strategy, as a tool for communication and management is shared and reaches all levels of the organization, ensuring synergies between teams, processes, business units and external partners. This work has as main goal to investigate the alignment of competitive strategy and manufacturing strategy in the apparel companies, located in the city of Fortaleza - CE. For this, we have identified the competitive strategy and the strategy of production of each firm, the degree of alignment and finally a comparison between them was done. The literature review presented the concepts of strategies, competitive strategy, production, alignment, and a brief comment on other work related to strategic alignment with strategy approach. Through questionnaires, documents and interviews with some of the firms’ employees a multiple case study was undertaken at three companies of strong presence in the domestic market. We analyzed companies according to the method developed by Silva (2003) and Costa (2010), reaching the level of alignment in each one, allowing a comparison and best viewing of the results. At the conclusion of the study, the data show a good degree of alignment between the three companies based on the methodology used and considering the limitations of this work. Finally, the conclusions and suggestions for future research are forwarded.