O mix de produtos como estratégia competitivas das agroindústrias de polpa de frutas do estado do Pará

Abstract

An alternative of growth or even for their survival, the proceed to adjust to production and processing technologies and bring organizational channge which may allow larger insertion in national and international markets. In this context, the objective of this study is to anlyse the competitive strategies, focussing on product mmix, of pulp production companies of state of Pará. Initially caracteristics of these firms and were verified and determinants of competitiveness were analysed. Also, mansurated the operational performance, market concentration and presence of product differentiation found in the fruit pulp agroindustry. The geographical study area includes metropolitan region of Belém and northeast of Pará. In addition to table and descrictive analysis, performance indicators (margin of net profit), caracteristic size of firm, industrial concentration (market concentrate rate and Herfindahl-Hirschaman index) and product differentiation (assortment inclusion, type and extension). The results showed that firms classified as uniproduct or multiproduct, are producing pulp mix originated from 15 type of regional and tropical fruits and have limiting factors such as credit, raw material and access to required information. These factors have negative affect resulted in the form of high level of idle capacity and lack of storage facilities. The firms are caraterized as small companies operating in a competitive market where concentration level is very low. Due to product differentiation, fiscal incentives and use of aggressive methods of marketing, some of the firms have larger share market as compared to others. In general, the firm are competitive, but some of the detected limitations has to be eliminated. A positive performance presented in the form of sale, labor use and profit margin showed that fruit pulp production is an economically feasible activity. Finally, product mix is as competitive strategy indicated for uniproduct as wellas multiproduct firms to capture new markets.