Modelo para determinação de mercados internacionais de exportação utilizando MCDA

Abstract

The correct determination of international markets can be central for business expansion in exporting companies. However, this determination of attractive trading partners is not a simple task, making it necessary to deepen the approach, which is one of the extensions of Marketing and Foreign Trades, called the International Market Selection (IMS). In this scenario, this dissertation analyzed the existing methods and their main authors and proposed the hypothesis that the Multi-criteria Decision Analysis (MCDA) and the method ELECTRE II can present a positive response to the gaps found in this scenario. In summary, the existing methods leave inquiries regarding: a) the practicality of execution in the business scenario; B) consideration of the internal capacity of the company to export to the destination country; C) adapting the methodologies to the singularities of companies in Brazil; D) the presentation of an ordering of countries with export potential, considering the multiple criteria in this analysis. Thus, this dissertation builds a model of IMS, with emphasis on Brazilian companies. This model is illustrated by an application in an exporting company in the south of Brazil. As results, an order of the countries with more attractiveness according to the preferences, needs and limitations of the searched company is presented. It has been found that Argentina, Paraguay and Peru have a better commitment to the exporter and therefore are the best destinations for these products, when negotiated by this company.