COMPETITIVE PRESSURE SYSTEMS MAPPING IN THE BRAZILIAN TRUCK MARKET

The automotive business in Brazil achieved 10% of the industry revenue and 6% of the formal employment by 2008. The commercial vehicle segment concentrated so far eight truck makers that experienced their best market figures in 2008, the economy crisis in 2009, and an extraordinary recovery in 2010. The main goal of this paper, therefore, is to contribute to the academy with an alternative approach of strategic and behavioral analysis of rivalry and competition from different forces model of Porter Ford, Iveco, MAN, Mercedes-Benz, Scania and Volvo were assessed from 2008 to 2010 within three main performance indicators -- unit sales, gross revenues and operating profits -- supporting the elaboration of the competitive pressure systems mapping model of D'aveni, including a hypothetical future scenario with a new entrant and the potential impacts in the system. Main findings and results portray the asymmetrical strategic behavior of competitors and the temporary dynamic stability in the Brazilian truck industry.