Análise competitiva de uma empresa de engenharia diagnóstica utilizando as cinco forças de Porter

Abstract

This study applied Porter’s Five Forces model to analyze the competitiveness of a diagnostic engineering company, identifying key factors affecting its market positioning. Through a qualitative approach and semi-structured interviews with the company's partners, perceptions were explored on rivalry among competitors, threat of new entrants, bargaining power of suppliers and customers, and the threat of substitute products or services. The results indicated that the company faces intense rivalry, mainly due to competitors offering lower prices. The threat of new entrants is moderate, although less experienced professionals may pose indirect competition by providing services at reduced costs. Supplier bargaining power increases with the need for technological upgrades, while customer bargaining power is high, as they have several alternatives in the market. The main limitations of the research were the subjectivity of responses and the restriction of quantitative data, limiting the generalization of results. Nevertheless, the objective of identifying competitive factors and suggesting strengthening strategies was achieved. As recommendations, it is suggested that the company implement a post-sales program, strengthen its brand and specializations, adopt emerging technologies, and establish partnerships with suppliers. These actions can help the company expand its competitive positioning and consolidate its place in the diagnostic engineering sector.