News Room
Vol. 10, Issue: 2, July-December 2010
Case Study
Title:The Nautos Case: Keepin’ Sailing is Fundamental.
Author(s):
- Dr. DORION, Eric, Director and Professor Master’s Program of Business Administration – PPGA/UCS, University of Caxias do Sul, UCS.
- Dr. OLEA, Pelayo Munhoz, Professor Master’s Program of Business Administration – PPGA/UCS, University of Caxias do Sul, UCS.
- Dr. ROESCH, Sylvia Maria Azevedo, Visiting professor Master’s Program of Business Administration – PPGA/UCS, University of Caxias do Sul, UCS.
- BO, Giancarlo Dal, University of Caxias do Sul, UCS.
- NODARI, Cristine Hermann, University of Caxias do Sul, UCS.
Abstract
The owners of Nautos Metallurgic Industry S.A., a manufacturer enterprise of parts and accessories for the nautical industry, were proud of the success reached as a small organization of familiar origin that became leader in its segment in the Brazilian market and a major manufacturer for Latin America. But, changes in the business environment destabilized the company's business path and, the increase of the global competitiveness forced Nautos Metallurgic Industry S.A. to reformulate its strategy to become a player with the possibility to face its competitors on the international market. The objective of this teaching case is to incentive possible reflections regarding the analysis of the competitive environment, on the formularization of strategies to attain sustainable competitive advantages and on the use of the marketing tools and the formulation of strategic alliances for customers' value creation. The use of this case is indicated for the disciplines of business marketing and strategy, preferentially in under-graduate courses.
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