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Pontifical Catholic University of Rio de Janeiro

1. ANA CLARA BARROS DE CASTRO. [en] ANALYSIS OF THE VETERINARY INDUSTRY IN RIO DE JANEIRO: CHALLENGES AND COMPETITIVE STRATEGIES.

Degree: 2016, Pontifical Catholic University of Rio de Janeiro

[pt] O mercado Pet respondeu em 2015 por um faturamento superior a 100 bilhões de dólares no mundo, sendo o Brasil responsável pelo terceiro maior valor – 18 bilhões de reais, ou um crescimento de 7,6 porcento em relação a 2014. O segmento veterinário, responsável por 8 porcento deste faturamento, teve um aumento considerável nos últimos anos, passando por um processo de profissionalização do setor. Onde antes havia pequenos consultórios familiares, hoje as clínicas e hospitais estão crescendo, se especializando e tornando-se empresas genéricas. Diante deste cenário, e frente a clientes cada vez mais exigentes e bem informados, vem aumentando o esforço dos gestores desses negócios para tornar suas empresas eficientes e lucrativas. Este trabalho visa identificar as principais forças atuantes no mercado dos estabelecimentos veterinários e avaliar as estratégias genéricas adotadas pelas empresas para terem sucesso neste cenário, de acordo com a metodologia de Michael Porter. Assim, foram entrevistados gestores de sete clínicas veterinárias localizadas no Estado do Rio de Janeiro. Os resultados mostram que os investimentos em inovação, infraestrutura e mão de obra especializada esbarram em entraves do setor, como dificuldade da legalização da mão de obra, pouco conhecimento de gestão por parte dos recém-formados e burocracia complexa, seja municipal, de vigilância sanitária ou determinada pelo Conselho Federal de Medicina Veterinária. Embora os entrevistados relatem que o setor carece de estratégia de forma geral, suas empresas tem obtido sucesso através da aplicação de uma estratégia com escopo estreito e diferenciação.

[en] The Pet market accounted in 2015 for a turnover of more than 100 billion dollars in the world, with Brazil accounting for the third largest value - 18 billion Reais, or 7.6 percent growth compared to 2014. The veterinarian segment, responsible for 8 percent of these revenues, has increased considerably in recent years, through an industry professionalization process. Where once there were small family practices, clinics and hospitals, today they are growing, specializing and becoming increasingly competitive. In this scenario, and facing customers increasingly more demanding and well informed, managers have been making efforts to transform their businesses in more efficient and profitable firms. This work aims to identify the main forces acting on veterinary establishments market and evaluate the competitive strategies adopted by these companies to be successful in this scenario, according to the methodology of Michael Porter. Therefore seven managers of veterinary clinics in the state of Rio de Janeiro were interviewed. The results show that investments in innovation, infrastructure and skilled labor stumbles in industry barriers such as the difficulty of labor legalization, scarce management skills by the newly formed and complex bureaucracy, whether municipal, health surveillance or determined by the Federal Council of Veterinary Medicine. Although respondents report that the sector lacks a…

Advisors/Committee Members: MARCOS COHEN, MARCOS COHEN.

Subjects/Keywords: [pt] ESTRATEGIAS GENERICAS; [en] GENERIC STRATEGICS; [pt] VETERINARIA; [pt] MERCADO PET; [en] PET MARKET; [pt] VANTAGEM GENERICA; [en] COMPETITIVE ADVANTAGE; [pt] MICHAEL PORTER; [en] MICHAEL PORTER

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

CASTRO, A. C. B. D. (2016). [en] ANALYSIS OF THE VETERINARY INDUSTRY IN RIO DE JANEIRO: CHALLENGES AND COMPETITIVE STRATEGIES. (Thesis). Pontifical Catholic University of Rio de Janeiro. Retrieved from http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=27978

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

CASTRO, ANA CLARA BARROS DE. “[en] ANALYSIS OF THE VETERINARY INDUSTRY IN RIO DE JANEIRO: CHALLENGES AND COMPETITIVE STRATEGIES.” 2016. Thesis, Pontifical Catholic University of Rio de Janeiro. Accessed November 22, 2019. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=27978.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

CASTRO, ANA CLARA BARROS DE. “[en] ANALYSIS OF THE VETERINARY INDUSTRY IN RIO DE JANEIRO: CHALLENGES AND COMPETITIVE STRATEGIES.” 2016. Web. 22 Nov 2019.

Vancouver:

CASTRO ACBD. [en] ANALYSIS OF THE VETERINARY INDUSTRY IN RIO DE JANEIRO: CHALLENGES AND COMPETITIVE STRATEGIES. [Internet] [Thesis]. Pontifical Catholic University of Rio de Janeiro; 2016. [cited 2019 Nov 22]. Available from: http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=27978.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

CASTRO ACBD. [en] ANALYSIS OF THE VETERINARY INDUSTRY IN RIO DE JANEIRO: CHALLENGES AND COMPETITIVE STRATEGIES. [Thesis]. Pontifical Catholic University of Rio de Janeiro; 2016. Available from: http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=27978

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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