Typical Sausage Production Units’ Strategic Analysis: A Case Study in Vinhais Region

Abstract

The purposes of this paper are to assess whether traditional sausage factories in Vinhais are managed from an entrepreneurial perspective, look into their market performance and set suitable development strategies. Twenty six firms were inquired through a structured mixed questionnaire. In order to process the information several different strategic analysis models were used, namely: the Mckinsey model, the BCG matrix and the SWOT analysis matrix. The entrepreneurial development strategies suggested are based on the Ansoff model. Results show that most firms are not run from an entrepreneurial perspective and the main obstacles to their products as well as their development derive from internal environment variables. This paper offers suitable entrepreneurial development strategies and actions that may enhance firms’ performance as well as their products’ in their respective reference markets.