Inteligência competitiva em cervejarias brasileiras: uma análise sob a perspectiva da gestão do conhecimento

Abstract

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.