AMBEV: UMA ANÁLISE ESTRATÉGICA SOB A ÓTICA DA ANÁLISE SWOT E DAS CINCO FORÇAS DE PORTER

Abstract

The current market is increasingly globalized, so companies are seeking competitive advantages to remain active and efficient. Competing without a well-defined strategy becomes increasingly demanded by shareholders, as the company's relationships with its stakeholders play an important role in the management of a company. The beer industry faces intense competition, driving companies like Ambev to seek strategies to differentiate themselves and maintain a competitive advantage.Understanding the potential and weaknesses, as well as identifying opportunities and threats that the company faces in the market, is extremely important in the constantly changing scenario. For this, we recommend SWOT analysis, which is a tool used to evaluate a company and the factors that influence its performance, and Porter's Five Forces Model, which deals with a company's competitive analysis. Therefore, the objective of this work is to describe some of the competitive strategies used by the company Ambev applying two consolidated techniques in strategy literature, namely SWOT Analysis and Porter's Five Forces. This is an exploratory and descriptive research, based on the model of qualitative research. The data collected are secondary, they were abstracted from the institutional website of the company studied (Ambev) and other related websites. Given this analysis of the beer market, it is possible to identify that Ambev stands out in its sector, as it has a competitive advantage in some of Porter's indicators and also because it is committed to innovation and cost leadership.