Um estudo de caso sobre a influência das cinco forças competitivas no mercado popular de moda de Fortaleza, Ceará , Brasil

Abstract

This job intends to understand what are the factors that influence the competitiveness of the popular fortress market, better known as José Avelino. The analysis is developed through the understanding of the popular clothing market, identifying the factors that influence competitiveness within the chain of Ceará. Through the theoretical approach proposed by Michael E. Porter's Model of the Five Competitive Forces, it is possible to analyze the impacts that each force implies within the business, highlighting the intensity of the rivalry between competitors, with greater influence in the formation of the competitiveness of the business. It was carried out a survey of the theoretical base about the researched subject, being carried out a revision of the theories associated with the strategies of growth and the determinants factors of the competitiveness, besides data and information about the sector researched in books, specialized magazines, sites of important institutions, newspaper articles and electronic magazines The study contributed to the understanding of the competition in the market of popular clothes in Ceará after verifying that rivalry between competitors was the main competitive force of Porter in the popular market of José Avelino.