Análise das Atividades Primárias na Criação de Valor Estratégico: um Estudo de Caso em uma Empresa de Produção e Exportação de Tilápias

Analysis of Primary Activities in Creating Strategic Value: a Case Study in a Tilapia Production and Export Company

Abstract

This study aims to understand how primary activities create strategic value in the value chain of psychological products. A company's value chain is a set of business activities that it undertakes to develop, produce and market its products or services, and deliver value to customers. Evaluating the value chain of a production process often becomes more difficult because it is an intangible good, that is, it is necessary to understand the customer's expectations in order to deliver a product that meets their intrinsic needs and then has its respective added value. . The method used was a case study in an agro-industrial production company in the western region of the State of Paraná that slaughters and sells tilapia. Observation in the research field, document analysis and semi-structured interviews were carried out as a data collection technique, applied to those responsible for the industry sectors under study. Interpretive analysis was applied as a data analysis technique. Based on information obtained from the company, Peixe Dourado exports around 240 tons/month of fresh and frozen fish to the United States. The research results indicate that the company seeks to add value at each stage of its process, so that it becomes a reference in the production and marketing of fish, as these stages influence the final value of the product and the creation of strategic value.