A versatilidade da matéria-prima como estratégia para a expansão do portfólio de produtos em uma indústria na região Oeste do Paraná

Abstract

Given the great advances in the competitive market between industries, the versatility of the raw material used appears as one of the pillars in the development of strategies to be used, allowing us to innovate with improvements to existing products or also to expand the product family by joining new production methods or processes. The central problem that the study aims to solve is the best use of recycled material to expand the portfolio of the researched industry. Therefore, the present study aims to analyze the versatility of the raw material in the production process of an industry in Western Paraná and characterize its contribution to the product portfolio expansion strategy. The relevance of the study is linked to the analysis of the variety existing in the company's product family, focusing on the strategy of using the same raw material to produce different products. The research used methods following the procedure of an applied case study, with a qualitative approach and descriptive objective. To analyze the company's strategic positioning, the following tools were used: SWOT Matrix, TOWS and Resource-Based Vision. The results achieved in the study allowed the understanding of the competitive advantage obtained by the company since by expanding the variety of products it reached a share of the market that until then had not been reached, and with the offering of a new line of products it expanded your customer portfolio.