The influence and perception of the five competitive forces of Michael Porter in the Sobral baking sector – Ceará

Abstract

This work deals with the study of the Five Competitive Forces Porter in the bakery sector in the city of Sobral - Ce. It aims to analyze the perception of businessmen regarding the performance of these forces on the local industry. As a theoretical framework, the study begins with an approach about the Five Competitive Forces Porter as a tool for strategic planning and characterization of each of these forces. The empiric study dedicated part presents the results of a quantitative research study conducted with entrepreneurs’ bakeries using a statistical tool that enables secure data analysis (Chi-Square), which reveal the perceptions of the same about the intensity of Porter forces within the industry in the city of Sobral. With the information obtained, it was concluded that only one of them has a strong presence in the sector. The others, in the view of entrepreneurs, have a timid performance. These forces with acting shy and little aggressive, currently cannot be seen as a threat, but in the long run they can restructure and strongly reach the sector's performance.