A distribuição física como recurso estratégico na obtenção de vantagem competitiva no segmento de bens de consumo de massa no brasil

Abstract

The main objective of this dissertation is to understand which elements inherent to physical distribution can lead manufacturers of fast consumer goods, specifically in the segment related to cleaning products, gain competitive advantage. The survey was conducted considering the perceptions of manufacturers and retailers about the physical distribution services. As a theoretical foundation it was used the resource-based view (RBV) including concepts of value, competitive advantage and competitive strategies, as well, the concepts of physical distribution and logistics. The exploratory research type and a descriptive qualitative methodology were used. Through a semi-structured script, eight executives, being three from the retail sector and five from industry manufacturers, were interviewed. The data was treated and analyzed considering the content analysis technician. It was noted that there are evidences that the combination of tangible and intangible resources are elements that can generate competitive advantage for manufacturers. It was noted the high importance given by the retailers on the stock availability and service level compliance by manufacturers. From the manufacturer s perspective, the establishment of "go to market" strategy in order to meet the retailers needs, as well, the cost management with the aim of generating economic value higher than the competitors are the basis of their perception about how the competitive advantage can be created. In light of the RBV, the conjunction of resources like warehouse and transportation networks, systems and personnel can create value for the retailers, but can not be considered strategic since they are imitable and not rare. In the other hand, culture of services and intellectual capital resources has characteristics of strategic resources. When the physical distribution services are related to the three biggest retailers of the market, it was noted that the manufactures have been using strategies of differentiation and cost leadership to gain competitive advantage. From the practical standpoint, it was noted that the manufacturers still have difficulty make use of strategic partners more effectively to improve services for physical distribution. Finally, retailers believe that the value is still in to delivery the basics in terms of physical distribution services and, in this way, there is still a long way to be covered by the manufacturers.