A competitividade do setor hospitalar de Cruz Alta/RS

Abstract

The main objective of the research is to analyze competitive structure of the hospital in Cruz Alta/RS. For this analysis to be made, the Porter's competitiveness model (1986), with the five competitive forces, that they are: existing rivalry between the competitors, the threat of the new incoming ones, products and services substitute, bargain power of the buyers and suppliers. This study have a theoretical base of the hospital sector and the Porter's competitiveness model. The used methodology was the qualitative research with the use of the technique of case study. It was verified that the existing rivalry between the competitors are transformed in publicity battles, the hospitals invest in the differentiation services and they try to exceed the rivals with superior quality in the offered services. New institutions, that want to enter in this sector, they don't face entrance barriers, being this unprotected sector in relation the new incoming ones. The buyers are the customers attended for the hospitals. The suppliers attend the necessities of medicines and hospital material and have a great bargain power. The procedures and techniques used in the sector don't permit the existence of substitutes services in the hospitals.