ANALYSIS OF STRATEGIC COST MANAGEMENT ON SUPPLY CHAIN: A RESEARCH ON BRAZILIAN NEWSPAPER BUSINESS / UMA ANÁLISE DA GESTÃO ESTRATÉGICA DOS CUSTOS NA CADEIA DE SUPRIMENTOS: UM ESTUDO NA INDÚSTRIA DE JORNAIS BRASILEIRA

AUTOR(ES)

ANGELO MARCELO ALVES DE SOUZA

DATA DE PUBLICAÇÃO

2006

RESUMO

The objective of this dissertation is to produce an analysis of the supply chain of the Brazilian press industry based on the concept of strategic cost management. The discussion stems from the necessity of the Brazilian newspaper industry, that is nowadays facing important evolution, to become more competitive and to satisfy advertisers and readers continuously more demanding and to face the increasing challenges derived from the competition between medias. In this way, it is fundamental to introduce new concepts of management, with focus on the reduction of operational costs of transformation and transport all over the chain, with simultaneous improvement of the quality of the newspaper as perceived by the clients, either readers or advertisers. In the newspaper segment the supply chain includes the process management and the use of techniques that allow integration between all links of the chain, since the access to the primary materials either physical or digital, until the service to the readers or advertisers. The analysis is based on the structure of the concept of strategical cost management that is supported on three pillars: analysis of the value chain, strategical positioning and cost drivers analysis ateach point that adds value to the product. The research approaches the importance of the supply chain management, emphasizing the management of the logistics costs and the value chain concept, considering the cost elements and describing the main operations of purchasing, transporting, and storage of all raw material, production and physical distribution of the newspaper to the readers. The work considers the present scenario and strategical challenges faced by press companies in the Brazilian market, evidencing the necessity of the companies to implement actions to improve the yield factors of the business, adding value to the shareholders, advertisers and readers.

ASSUNTO(S)

strategic management gestao estrategica newspaper business gestao da cadeia de suprimentos industria de jornais supply chain management (scm)

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