Análise estratégica da indústria de veículos pesados de mercadorias em Portugal

Abstract

This report was created with the main objective of identifying, characterizing and analyzing the current state of the industry of heavy commercial vehicles in Portugal, so that this information can serve as a tool to aid the decision-making process at Auto Sueco Portugal. The structure of this work begins with a first chapter of Literature Review, which serves as the theoretical basis for the development of the Macro Environment ans Industry Analysis (chapter 2), Rivalry Analysis (chapter 3), Internal Analysis (chapter 4) and Strategic Suggestions (chapter 5). Alongside with the implementation of this document, it was also created an excel model for automatic generation of market shares data. A valuable practical tool that was later implemented in the company. The different analyzes included in this report, based on the input given from the work of various authors in the area of management, such as Michael Porter (1979, 1980, 1985, 1998) and Jay Barney (1991), made it clear that the domestic industry of heavy commercial vehicles is an unattractive industry and that the sources of competitive advantage of Auto Sueco have been losing relevance over the past few years. The impact of the macro environment forces and industry forces make the rivalry even more intense, mainly at the level of the product. Also the threat of entry of substitute products and the growing threat of market entry of potential competitors, as are Asian brands, make this industry even less attractive. The combination of all these forces has contributed to a considerable decrease in sales and consequently market share of the Auto Sueco Portugal. On the one hand, to cope with this mature industry and changes in consumer preferences, Auto Sueco Portugal should invest more in differentiation at the level of after-sales services and more specifically the level of financing services. At the level of communication there is also still room for investment at the domestic level. Moreover, the company could invest more internally, by implementing a Marketing Information System that could make constant and organized monitoring on the behavior and preferences of the consumers and the market. Through it, the organization could bring together the marketing and the sales department in order to get important feedback from outside the company and plan the implementation of sustained strategies.

Date of Award	8 Mar 2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Raquel Campos Franco (Supervisor)