Production strategy and your support for competition: the case of the company's delícias do trigo in the bakery market Estratégia de produ o e seu suporte à competi o: o caso da empresa delícias do trigo no mercado de panificados

Currently has been directed to the greater importance production area, which, in part, due to greater convergence of views on the importance of manufacturing strategy and competitiveness. In this sense, this paper presents an analysis of how production strategies are set in the baking sector. Based on studies of Contador (1995) and Weelwright (1984), we constructed a framework for analyzing production strategies through a Case Studies in the company "Delícias do Trigo", identifying the areas in which the company competes (price, product, period, service or image) and how it operates in strategic decision categories (capability, installation, process technology, compared with the links in the chain, human resources, quality and systems of organization and control). The analyzes were also used for qualifying criteria and winners order (HILL, 1992). In collecting data from qualitative case study was used semi-structured interview. Among the main conclusions can be noted that despite the expansion of services the company has pursued further expansion through new customer accounts and increased sales from current customers, entering new products and different lines from those presented today. In addition, the company has acted consistently in the field of product quality, which enabled a breakthrough in terms of organizing production and maturation of the business idea in previous years projected to change the focus of activity company. Atualmente, tem-se direcionado maior importancia à área de produ o, o que, em partes, se deve à maior convergência de opini es sobre a importancia da estratégia de produ o e da competitividade. Nesse sentido, o presente artigo apresenta uma análise de como as estratégias de produ o est o configuradas no setor de panifica o. Com base nos estudos de Contador (1995) e Weelwright (1984), construiu-se um framework que foi utilizado para a análise das estratégias de produ o no caso da empresa “Delícias do Trigo”, identificando-se os campos em que a empresa compete (pre o, produto, prazo, assistência ou imagem) e como ela atua nas categorias estratégicas de decis o (capacidade, instala o, tecnologia de processos, rela o com os elos da cadeia, recursos humanos, qualidade e sistemas de organiza o e controle). Para as análises, utilizou-se, também, dos critérios qualificadores e ganhadores de pedido (HILL, 1992). Na coleta de dados do estudo de caso qualitativo, foi utilizada a entrevista semiestruturada. Entre as principais conclus es do estudo, pode-se ressaltar que apesar da expans o no atendimento, a empresa tem perseguido