ESTRATÉGIAS ADOTADAS PELA GMI DURANTE O PRIMEIRO ANO DE PANDEMIA DE COVID-19: UM ESTUDO DE CASO

Abstract

This study aims to analyze the strategies adopted by the company GMI, from Paraíba, during the first year of the COVID-19 pandemic. The study addressed the increase in unemployment, the reduction in aggregate demand and the changes in the pattern of consumption in Brazil, besides presenting the panorama of the state of Paraíba in the import sector and the relationship with the company GMI. The methodology used was qualitative of exploratory-descriptive nature. Regarding the level of analysis, the research is based on a case study. To reach the proposed objectives, as a theoretical reference, the strategies used by GMI were analyzed based on the proposals of Michael E. Porter, Rita McGrath and Henry Mintzberg. As results, it was observed that the company adopted adaptation and innovation strategies, such as the diversification of products and suppliers, the intensification of the use of technology, and the search for new markets. Such strategies proved to be effective for facing the economic challenges imposed by the moment, being an example for other companies in the sector in Paraiba. It is expected that this study will contribute to the improvement of management practices of companies facing global crises such as the pandemic of COVID-19.