UMA ANÁLISE ESTRATÉGICA DAS EMPRESAS DE DESIGN GRÁFICO DE BRASÍLIA

Abstract

This dissertation analyzes the business models and strategies of graphic design companies in Brasilia. From an analysis of the sector and the resources and competences of the companies, the business models adopted by the companies and the strategies of positioning adopted are studied, with the objective of verifying which models and which strategies lead to the obtaining of competitive advantage in the sector. In the process of elaboration of the work were evidenced data such as number of companies in the sector, annual turnover of the graphic and digital media sector, both worldwide and nationally. The qualitative explanatory research was used to identify key points of the strategies and business models of the eight organizations interviewed that could lead to the achievement of competitive advantage. It is concluded that the companies of the graphic sector of the federal district do not have a thorough knowledge about their own business model. It was possible to observe that, due to the low attractiveness of the sector, the analyzed companies provide products with low added value, their strategies are preponderantly emergent and aim at the survival of the business.