Inteligência competitiva em cervejarias brasileiras: uma análise sob a perspectiva da gestão do conhecimento
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Data
2021-01-05
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Editor
Universidade Federal de Goiás
Resumo
The brewery market in Brazil has always been highly competitive, but it has grown in
recent years with the advent of new companies and brands. This study seeks to understand how
Brazilian breweries use Competitive Intelligence as a tool for Knowledge Management about the
market in which they operate. The methodology is based on two techniques consolidated in the
business literature, SWOT analysis and Porter's Five Forces. Also, it address steps such as the
definition of the companies participating in the case study, data collection and analysis, elaboration
of the respective ones, SWOT analysis and Porter's Forces of each of the companies and, lastly,
generating discussion between Competitive Intelligence from the perspective of Knowledge
Management. The results showed that the main companies in the beer industry are looking for
strategies to consolidate a competitive advantage, uniting traditional strategies of each of the
companies in the sector, allied with innovations, whether technological, creation of new factories e
new business configurations for sales. The results also pointed out which companies invest the
most in their own enterprise and the problems they face, bringing up current issues such as the
performance of companies in the pandemic period of the covid-19, the positioning of each
company in that period, what were the investments and what were the measures taken by each to
mitigate this crisis that has become a threat to the growth of all companies studied. The study also
concluded that the tools used for competitive intelligence analysis in companies are important
models for planning, structuring and capturing knowledge external to organizations, as well as
being very useful for monitoring and managing information about competitors in a market as
studied here.
Descrição
Palavras-chave
Inteligência competitiva, Cervejarias, Gestão da informação, Diferencial competitivo, Gestão do conhecimento, Competitive intelligence, Breweries, Information management, Competitive advantage, Knowledge management
Citação
ALCÂNTARA, Marcos Willian Venâncio de. Inteligência competitiva em cervejarias brasileiras: uma análise sob a perspectiva da gestão do conhecimento. 2021. 54 f. Trabalho de Conclusão de Curso (Graduação) – Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2021.