PLANEJAMENTO ESTRATÉGICO PARA EXPORTAÇÃO: RELEVÂNCIA PARA INSERÇÃO NO MERCADO INTERNACIONAL

Abstract

Before taking the decision to export, the company needs to evaluate its exporting capacity, that is, to know itself well, having clear its mission, vision and values and wide knowledge of its internal and external environments. More specifically, it must develop strategic planning that will lead it to achieve its goal of exporting in a competitive, organized and lasting manner. From this perspective, this paper presents a theoretical discussion about the relevance of strategic export planning in preparing the company to meet the challenges of an increasingly competitive global market. This discussion is complemented with information on basic international trade procedures and public and private institutions of Brazilian foreign trade. The paper also presents results of a field survey on Paraíba companies assisted by the Export Qualification Program in the State of Paraíba (PEIEX-PB), of the Brazilian Agency for the Promotion of Exports and Investments (APEX) of the Federal Government. Precisely, the concepts of strategy, strategic business planning and export and aspects of the planning of the operation itself were recovered. Statistics on the export performance of the state of Paraíba were briefly discussed and then the responses of the questionnaires applied as a way of locally investigating the problem were evaluated. The field survey revealed that of 108 companies served, fewer than 20 companies recognize the relevance of strategic export planning and the evaluation of export capacity. Among the factors that would explain this behavior would be the fact that companies do not cultivate an export culture and do not aim for growth at the national or global level. On the other hand, it is worth mentioning the fact that they are interested in receiving technical support for qualification and insertion in the international market in a strategic way.