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Análise De Concorrentes No Setor De Siderurgia: Evidências Sobre Determinantes De Custos Em Fontes De Informações Públicas

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Análise De Concorrentes No Setor De Siderurgia: Evidências Sobre Determinantes De Custos Em Fontes De Informações Públicas Análise de concorrentes no setor de Siderurgia: evidências sobre determinantes de custos em fontes de informações públicas Débora Hirata Missunaga (UEM) - [email protected] Rafael Henrique Silva (UEM) - [email protected] Katia Abbas (UEM) - [email protected] Resumo: O objetivo deste estudo é identificar por meio de informações públicas os determinantes de custos em empresas de siderurgia brasileiras. Possui como objeto de estudo as empresas Gerdau S.A. e Usinas Siderúrgicas de Minas Gerais S.A. - USIMINAS. A coleta de dados se deu exclusivamente em fontes públicas de informações, sendo elas Sites Institucionais (SI), demonstrações e relatórios financeiros referente ao período de 2015 a 2017. Para isso foi utilizado o modelo de roteiro proposto por Costa e Rocha (2014), o qual possui dezenove itens de análise dos determinantes de custos, com os respectivos elementos que os caracterizam. Para o tratamento dos dados foi utilizado o método de análise de conteúdo. Os resultados apontaram que as empresas do setor siderúrgico divulgam bastante informações que analisadas em conjunto, permitem inferir sobre todos os determinantes de custos selecionados para análise das organizações. Verificou-se que as empresas pesquisadas dão ênfase aos determinantes tecnologia, experiência, comprometimento, qualidade e localização, e que não é possível analisar com um nível maior de detalhamento os determinantes que envolvem capacidade de produção como escala e capacidade utilizada devido ao cenário em que se encontra o setor siderúrgico no período estudado. Palavras-chave: Análise de concorrentes. Determinantes de custos. Siderurgia. Área temática: Abordagens contemporâneas de custos Powered by TCPDF (www.tcpdf.org) XXVI Congresso Brasileiro de Custos – Curitiba, PR, Brasil, 11 a 13 de novembro de 2019 Análise de concorrentes no setor de Siderurgia: evidências sobre determinantes de custos em fontes de informações públicas Resumo O objetivo deste estudo é identificar por meio de informações públicas os determinantes de custos em empresas de siderurgia brasileiras. Possui como objeto de estudo as empresas Gerdau S.A. e Usinas Siderúrgicas de Minas Gerais S.A. - USIMINAS. A coleta de dados se deu exclusivamente em fontes públicas de informações, sendo elas Sites Institucionais (SI), demonstrações e relatórios financeiros referente ao período de 2015 a 2017. Para isso foi utilizado o modelo de roteiro proposto por Costa e Rocha (2014), o qual possui dezenove itens de análise dos determinantes de custos, com os respectivos elementos que os caracterizam. Para o tratamento dos dados foi utilizado o método de análise de conteúdo. Os resultados apontaram que as empresas do setor siderúrgico divulgam bastante informações que analisadas em conjunto, permitem inferir sobre todos os determinantes de custos selecionados para análise das organizações. Verificou-se que as empresas pesquisadas dão ênfase aos determinantes tecnologia, experiência, comprometimento, qualidade e localização, e que não é possível analisar com um nível maior de detalhamento os determinantes que envolvem capacidade de produção como escala e capacidade utilizada devido ao cenário em que se encontra o setor siderúrgico no período estudado. Palavras chave: Análise de concorrentes. Determinantes de custos. Siderurgia. Área Temática: Abordagens Contemporâneas de Custos 1 Introdução Em um cenário de tecnologia cada vez mais sofisticada, além da competição acirrada e global, as organizações devem se preocupar em atender clientes globalizados, buscando a redução de preços e custos e o aumento da qualidade de seus produtos, a fim de conquistar vantagem competitiva frente aos concorrentes (LAUSCHNER; BEUREN, 2004). É nesse contexto que se encontra o setor de siderurgia do Brasil, que concorre com fortes grupos organizacionais de países como a China, União Europeia e Estados Unidos, dentre outros (INSTITUTO AÇO BRASIL, 2018). Quando um país possui vantagem competitiva com relação ao custo ou qualidade, ele passa a ser local de produção de onde fluem exportações para todo o mundo, e o posicionamento estratégico das organizações nesse ambiente é fundamental para uma posição em nível mundial (PORTER, 2004). Para essas organizações que competem com mercados externos prosperarem, é necessário que conheçam bem seus concorrentes e criem planos, já que pode haver diferenças no fator custo, circunstâncias, metas e recursos (GARSOMBKE, 1989; PORTER, 2004). Um artefato que possibilita esse conhecimento é a análise de concorrentes. Porém, as informações relacionadas aos custos dos concorrentes são pouco utilizadas pelas organizações, pois não é fácil acessá-las, ainda mais de forma ética (MILANI FILHO; OYADOMARI, 2006; SANTOS; ROCHA, 2011). A restrição é ainda maior nos casos de empresas estrangeiras que têm dificuldades para utilizar fontes primárias como clientes, fornecedores, funcionários, consultores especializados, dentre outros (GARSOMBKE, 1989). Destarte, estudos vêm sendo desenvolvidos para a utilização de informações públicas para a análise de custos dos concorrentes. É o caso de Costa e Rocha (2014) que buscaram identificar determinantes de custos nas empresas do setor de eletroeletrônicos do Brasil XXVI Congresso Brasileiro de Custos – Curitiba, PR, Brasil, 11 a 13 de novembro de 2019 utilizando somente informações públicas, assim como Caraffini e Behr (2018) que identificaram informações da contabilidade com foco em concorrentes em dois bancos brasileiros utilizando exclusivamente informações divulgadas. Já Casella (2008) demonstrou a possibilidade de realizar análise de custos dos concorrentes através de demonstrações contábeis e financeiras. Porém, os resultados dos citados estudos se restringem à setores específicos, necessitando de aplicações em outras áreas para identificação de evidências relacionadas aos custos dos concorrentes para cada uma delas. Além disso, de acordo com Casella (2008), as informações coletadas e os elementos de custos estabelecidos para análise podem variar dependendo do negócio da empresa ou setor. Assim, o modelo proposto por Costa e Rocha (2014) e utilizado por Caraffini e Behr (2018) pode ser testado para outros setores. Destaca-se ainda que, apesar da importância, existem poucos trabalhos empíricos sobre a análise de concorrentes (COSTA; ROCHA, 2014; MILANI FILHO; OYADOMARI, 2006). Corroborando, Souza, Borgert e Gasparetto (2016), ao realizarem uma revisão da literatura sobre análise de concorrentes, ressaltaram a necessidade de pesquisas adicionais que estudam esse tema tratando suas especificidades, solucionando problemas ocasionados por ela ou aprimorando a forma de fazê-la para desenvolver e aprofundar esse assunto. Diante desse contexto, o objetivo desta pesquisa é identificar por meio de informações públicas os determinantes de custos em empresas de siderurgia brasileiras. Logo, a questão de pesquisa fundamenta-se em: quais determinantes de custos podem ser identificados utilizando exclusivamente informações públicas em empresas de siderurgia brasileiras? De acordo com Costa (2011, p. 12), “identificar os principais fatores determinantes de custos em um dado setor ou empresa pode indicar caminhos para melhorar os sistemas de inteligência competitiva e refinar as análises de concorrência no que tange aos custos”. Diante disso, e da dificuldade relatada para análise dos custos dos concorrentes, este estudo foi desenvolvido buscando contribuir com profissionais da Inteligência Competitiva de organizações do setor de siderurgia que podem utilizar esse modelo para analisar os custos de seus concorrentes e stakeholders que possuem interesse em informações relacionadas ao custo dessas empresas para tomada de decisões. Contribui também para o arcabouço teórico relacionado à análise de concorrentes apresentando evidências do setor de siderurgia. 2 Referencial Teórico 2.1 Análise de Concorrentes A intensa rivalidade no mercado cria uma grande necessidade de conhecer os concorrentes, e os resultados de uma análise eficaz destes auxilia uma empresa a entender, interpretar e prever suas ações, contribuindo assim para o alcance da vantagem competitiva na indústria (HITT et al., 2008; PORTER, 2004). Uma ferramenta que pode ser utilizada para isso é a análise de concorrentes, que consiste em uma técnica de análise do posicionamento estratégico da empresa, utilizando-se da Gestão Estratégica de Custos e da lógica da Inteligência Competitiva para coletar dados e informações dos competidores a fim de entender e prever melhor suas estratégias. Com isso, a empresa pode aperfeiçoar sua gestão e tomadas de decisões relativas aos seus custos (COSTA, 2011; CASELLA, 2008; HEINEN; HOFFJAN, 2005; HITT; IRELAND; HOSKISSON, 2008; BARTZ; STAUDT; SOUZA, 2005). Para uma análise eficaz dos concorrentes, é importante coletar dados e informações que sejam úteis para que a empresa possa entender as intenções e estratégias dos mesmos (BROCK, 1984; HITT et al., 2008). Essa coleta pode ser feita por meio de diversas fontes como funcionários, clientes, fornecedores, relatórios publicados, associações comerciais, revistas especializadas, imprensa comercial, dentre outros (BOSCOV; ROCHA, 2004; PORTER, 2004). Uma fonte relevante são as demonstrações contábeis e financeiras publicadas pelas XXVI Congresso Brasileiro de Custos – Curitiba, PR, Brasil, 11 a 13 de novembro de 2019 organizações. Analisar esses relatórios de determinados períodos é essencial, pois contém muitas informações relativas aos custos, aspectos de negócios, e é possível estimar e avaliar o desempenho estratégico
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