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Competitive Intelligence: A aplicação no processo de internacionalização de uma PME Portuguesa – O caso da Arcofrigo, Lda.
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Orientador(es)
Resumo(s)
O objetivo desta investigação incide na criação e desenvolvimento de um processo conducente à estruturação de um modelo de produção e apresentação de um relatório de competitive intelligence, a ser utilizado por PMEs portuguesas aquando a realização de processos de internacionalização.
Para isso, este trabalho de projeto baseia-se no estudo de caso, no qual a empresa Arcofrigo Lda., tem como objetivo internacionalizar-se para o mercado Francês e onde iremos auxiliar a formulação da sua estratégia de internacionalização, através da criação de um relatório de competitive intelligence, cujo conteúdo é determinado pelas necessidades de informação do gestor estratégico da organização.
De modo a alcançar o objetivo geral desta investigação e, baseando-se no quadro teórico escolhido, delineámos um fluxo do trabalho de projeto da seguinte forma: (i) A definição e estratégia da empresa, que incorpora a sua missão, a sua estrutura organizacional, onde se analisa os fatores críticos de sucesso e se observa a atitude da mesma em relação ao uso da competitive intelligence; (ii) De seguida, é analisado o contexto estratégico do mercado-alvo da internacionalização, onde é elaborada uma análise interna da empresa, assim como a identificação dos fatores externos estratégicos. (iii) Por último, agregámos toda a informação recolhida ao longo deste percurso e produzimos um relatório de competitive intelligence que irá
ser disseminado ao gestor estratégico da empresa Arcofrigo.
Com base no fluxo acima descrito, conseguimos construir um modelo de relatório de
competitive intelligence, onde o objetivo de auxiliar a formulação estratégica do processo de internacionalização da empresa Arcofrigo foi verificado. Admitimos também que a estrutura apresentada neste trabalho de projeto é multidisciplinar, ou seja, entendemos que a elaboração deste modelo de relatório esteja ao alcance, não só dos analistas estratégicos, como também de colaboradores não especializados na área.
The objective of this research is focused on the creation and development of a process leading to the structuring of a model of production and presentation of a Competitive Intelligence report, to be used by Portuguese SMEs when carrying out internationalization processes. In order to achieve it, this project is based on a case study, in which the company Arcofrigo Lda., aims to execute an internationalization to the French market and where we will assist the formulation of its strategy through the creation of a competitive intelligence report, whose content is determined by the information required by the strategic manager of the organization. To accomplish the overall objective of this research, and based on the chosen theoretical framework, we have outlined a project work flow as follows: (i) The definition and strategy of the company, which incorporates its mission, its organizational structure, where the critical success factors are analyzed and its attitude towards the use of competitive intelligence is observed; (ii) Subsequently, the strategic context of the market targeted for the internationalization is analyzed, where an internal analysis of the company is prepared, as well as the identification of the most important external strategic factors. (iii) Finally, we aggregated all the information collected along this path and produce a competitive intelligence report, which will be disseminated to the strategic manager of the company Arcofrigo. Based on the flow described above, we were able to build a competitive intelligence report model, where the objective of assisting the strategic formulation of the internationalization process of the company Arcofrigo was verified. We also admit that the structure presented in this project work is multidisciplinary, that is, we understand that the elaboration of this model is within the reach, not only of strategic analysts, but also of collaborators not specialized in the particular area.
The objective of this research is focused on the creation and development of a process leading to the structuring of a model of production and presentation of a Competitive Intelligence report, to be used by Portuguese SMEs when carrying out internationalization processes. In order to achieve it, this project is based on a case study, in which the company Arcofrigo Lda., aims to execute an internationalization to the French market and where we will assist the formulation of its strategy through the creation of a competitive intelligence report, whose content is determined by the information required by the strategic manager of the organization. To accomplish the overall objective of this research, and based on the chosen theoretical framework, we have outlined a project work flow as follows: (i) The definition and strategy of the company, which incorporates its mission, its organizational structure, where the critical success factors are analyzed and its attitude towards the use of competitive intelligence is observed; (ii) Subsequently, the strategic context of the market targeted for the internationalization is analyzed, where an internal analysis of the company is prepared, as well as the identification of the most important external strategic factors. (iii) Finally, we aggregated all the information collected along this path and produce a competitive intelligence report, which will be disseminated to the strategic manager of the company Arcofrigo. Based on the flow described above, we were able to build a competitive intelligence report model, where the objective of assisting the strategic formulation of the internationalization process of the company Arcofrigo was verified. We also admit that the structure presented in this project work is multidisciplinary, that is, we understand that the elaboration of this model is within the reach, not only of strategic analysts, but also of collaborators not specialized in the particular area.
Descrição
Dissertação de Mestrado em Estratégia
Palavras-chave
Estratégia Gestão Estratégica Intelligence Competitive Intelligence Internacionalização Strategy Strategic Management Intelligence Competitive Intelligence Internationalization
Contexto Educativo
Citação
Editora
Instituto Superior de Ciências Sociais e Políticas