Avicultura integrada e estratégias de mercado de grandes empresas em Pernambuco

Abstract

The poultry agribusiness in Pernambuco is very important to the creation of occupation and employment, and to income generation, especially in the rural areas. Since the state has no corn and soybeans to feed the chicken, those materials are usually brought from other producing areas in the country, and the corn is often imported. However, Pernambuco occupies a high rank on the national scene as a producer of eggs and chicken meat. In order to understand this situation, this work examines the strategies of large industrial units from their relations in the environment. The theoretical basis of the analysis is set on the approaches of SWOT, Chains of Values and Strategic Groups. The results indicate that companies adopt strategies consistent with their possibilities, which are determined by their internal conditions, and externally, they are greatly supported by public policies, counting on the economy growth, and on the increase of chicken consumption in Northeast Brazil.