Análise Estratégica da Denominação de Origem Protegida Carne Mirandesa

Abstract

The identification of the strategic orientation guidelines for "Carne Mirandesa" PDO (Protected Designation of Origin) is the central theme of this article. ln a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis, the concentrated growth, the product differentiation and the quality emerged as the main strategies for this activity. The product development strategy is in an early phase of implementation. An example of that is the "Chouriço Mirandês". ln a closer future, the concentric diversification could be an interesting strategy because allows the valorisation of the carcass parts, until now, little or nothing valued. ln a optimistic scenario, the production could be increased into levels that can justify the implementation of the penetration and market development strategies. ln the most pessimistic scenario, that is, if the actual situation remains, the costs reduction strategy can improve the agricultures income. But, at last, the liquidation strategy could be the only way out.