Strategic reorganization and technological innovation in the product line

• Grant number: 97/13303-7
• Support Opportunities: Research Grants - Research Partnership for Technological Innovation - PITE
• Start date: September 01, 1998
• End date: August 31, 2000
• Field of knowledge: Engineering - Production Engineering
• Principal Investigator: Alfredo Colenci Junior
• Grantee: Alfredo Colenci Junior
• Host Institution: Escola de Engenharia de São Carlos (EESC). Universidade de São Paulo (USP). São Carlos , SP, Brazil
• Company: Chocolates Finos Serrazul Ltda
• City: São Carlos

Abstract

In the market for almost 50 years, Chocolates Finos Serrazul Ltda. has been going through a key moment in its existence, under pressure from the forces of the so-called globalized market. In response to this, it has made investments in two simultaneous and inseparable directions: management and technology, in order to realign itself and redefine its activities in the sector. In strategic terms, it should gradually abandon the production of intermediate industrial goods, such as the granulated and coating lines, and act in the line of finished chocolate products, such as Easter eggs and fine chocolates (differentiated and personalized), ceasing to act at levels of “increasing diseconomies”, to act at levels of “increasing economies” with products of higher added value. In terms of technology, the improvements called for go as far as a refinement in the manufacturing process and a systematic search for new sources and specifications of raw materials, which will be carried out under the technological and helping control of specialists. (AU)