Estrutura de mercado e estratégias das firmas: o caso da indústria avícola brasileira

Abstract

The Brazilian agribusiness sector accounted for about 23% of the composition of the national GDP in 2014. Among the markets of this sector is the chicken meat market, a market that has been growing in recent years and allowed Brazil to reach the first position among exporting countries . The problem mentioned in this work was the characterization of the structure and strategies in the poultry industry after 2008, a year before the creation of Brazil Foods SA, as this was remarkable for the market to join Sadia and Perdigão, two companies that already have a strong name in the market. Therefore, based on the components of the structure and behavior of the model Structure, Behaviour and Performance proposed by Scherer and Ross (1990). It is an applied research, qualitative and descriptive with the use of bibliographic and documentary research procedures. Among the results achieved it has been possible to identify the meat market consists of a large number of companies, but dominated by large refrigerators which control every stage of the production chain, which has a strong presence of vertical integration also the market shows main barriers to entry the initial cost of production and economies of scale. Regarding the strategies we observed a significant increase in acquisition strategies, merger and partnership beyond the search for greater differentiation in the products offered in the past seven years.