The shrimp aquaculture in Rio Grande do Norte: prospects and challenges

Abstract

This teaching case describes a scenario of challenges and particularities in which shrimp exporting companies from Rio Grande do Norte are inserted. Therefore is presented Camanor’s position, a company that used to work in the international business until 2010, that, due to exchange rate fluctuations, set off to invest in the domestic market in order to quickly and dynamically adapt itself to the new realities imposed by the macro environment. Working in the domestic market, the company began to face unfair competition by the shrimp informal producers. In this context a reflection is proposed about the scenario in which the organizations operate, in order to show the importance of strategic planning, of internal and external organization environments analysis and of the establishment of competitive advantages. In order to write this study, secondary data about the shrimp market were collected and interviews were made with the company decision-making employees, who reported the difficulties they faced and the measures adopted by them to conduct business sustainability. This teaching case can be used for undergraduate and graduate degree study in Business Administration and Business Strategic Management, and also in Strategic Planning and Analysis of Economic Scenario course.