PHYSICAL DISTRIBUTION AS A COMPETITIVE RESOURCE IN THE DAIRY COMPANY/A DISTRIBUICAO FISICA COMO RECURSO COMPETITIVO NUMA EMPRESA DE LATICINIOS/DISTRIBUCION FISICA COMO RECURSO COMPETITIVO EN LA EMPRESA DE LATICINIOS

This study aimed to analyze if the physical distribution of the dairy company can generate competitive advantage. Semi-structured interviews were conducted with managers of the company and questionnaires sent to costumers in Mossoro-RN. The analysis demonstrated the ability of the distribution to add value to the retail customer while maintaining accuracy, agility and minimum error margins as core values. The following competitive resources were identified: flexibility in the flow of activities, location, ERP system, personnel and reputation. Only reputation is capable of promoting sustainable competitive advantage while location provides a temporary competitive advantage and other resources guarantee only competitive parity.