SUPERANDO BARREIRAS ENTRE PRODUTORES E CONSUMIDORES UM ESTUDO DE CASO NA INDÚSTRIA DE VESTUÁRIO

• Ano de defesa: 2012
• Autor(a) principal: Serenário, Mário Lúcio de Souza
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Programa de Pós-graduação em Sistemas de Gestão; Segurança do Trabalho, Meio-ambiente, Gestão pela Qualidade Total
• Palavras-chave em Português: Estratégia; Competitividade; Indústria do vestuário; Têxtil e confecção; Strategy; Competitiveness; Apparel Industry; Textile and Confection; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO
• Link de acesso: https://app.uff.br/riuff/handle/1/20073

This research addresses a topic within the Brazilian apparel industry. This thread is important in socio economic situation of the country due to the intense use of manpower, contributing greatly to the creation of jobs. It also serves as one of the engines of the economy to move resources both for acquisition of inputs necessary for production and for marketing of goods produced to the end consumer. In this scenario there are the big companies because they represent a minority in a context where the predominate small garment. In the apparel segment large companies operating difficulties due to fragmentation and informality exists. There is high competition due to cost advantages of small companies, often inserted into informality, and without the structure maintained by larger companies. For this case study, we chose was a large industry located in the state of Minas Gerais, which currently goes through difficulties for the marketing of products to distribution channels. Each collection becomes more difficult the flow of production, as a result bringing developments that impact in several areas of the organization. The research aims to propose strategies to overcome trade barriers carried by retailers in the industry intermediate object of study, in order to improve their sales. For this it was necessary to identify the factors that affect the marketing of company products through a case study. The study was developed initially by means of literature based on the structural characteristics of the textile chain and the concepts of strategy. Subsequently, information was collected on the internal and external environment of the company, using documents and interviews with representatives and customers. We performed a qualitative analysis of the data, considering the context, mapping of factors impacting the marketing of products, ultimately resulting in proposals for strategies to overcome the barriers between producers and consumers. It was concluded that, clothing, taken as a fashion product must combine design, fashion trends and price expectations from the market to which it is intended. Fashion clothing consumption stimulates and encourages people to buy. Understanding why this occurs is fundamental to the management of an industry-related fashion. It is in this sphere that is the purpose of this study, in the case of an applied nature of research.