Decisão de alocação de produtos em empresas transnacionais: um caso na indústria de roadbuilding

Abstract

The search for new markets, new technologies and cost reductions are necessary for companies to survive in a globalized scenario where changes are constant. The target of this research was to identify the criteria used by transnational companies to decide about the product allocation in their factories, aiming to maximize global economic and financial performance. A Single Case Study was conducted with multiple unit of analysis (embedded design) in a transnational company in the roadbuilding industry. Three factories located in Brazil, China and India were surveyed, as well as the headquarter located in Switzerland. It was verified that the product allocation is made through selective decisions, which aims to obtain global competitive advantages in terms of costs and revenues. It can be affirmed that the criteria related to the economic perspective are the most relevant in the decision-making process of product allocation in its subsidiaries. The reduction of direct and indirect costs related to products, reduction of logistics costs and the overlapping of tariff barriers were the most relevant criteria identified during this research. These criteria indicate the needs of the company to evaluate the final cost for end-customer in order to calculate its margins. Therefore, what is called “landed cost” is indicated as an important element in the allocation decision, which is influenced by the three main criteria mentioned above. Access to low-cost manufacturing, access to skills and knowledge, and access to the market are relevant criteria to the product allocation decision in previously existing plants. It is presented a general model, which takes into account the relationships of a Global Product Matrix vs. Geography vs. Production plant. The maximization of global financial-economic performance is made through balanced decisions in the manufacturing, economic and environmental perspectives, aligned with the strategic objective of product allocation.