Competitive Strategies and Differentiation in the Beef Industry: a Look at Market Niches

Objective: The objective of this article was to identify and describe possible competitive strategies for the beef industry within the geographic and economic space of Rio Grande do Sul, considering the current dynamics of domestic and international markets. Theoretical Framework: The beef industry is a strategic sector for the economy of Rio Grande do Sul, characterized by high-standard herds and production on smaller-scale properties, which favors strategies based on quality and territorial identity. Method: To this end, qualitative research was conducted based on a Systematic Literature Review and interviews with key actors in the production chain (ranchers, industries, experts, and government). Results and Discussion: The results indicate that differentiation based on regional attributes, such as feeding on native pastures from the Pampa Biome, meat marbling, and sustainable practices, can be a viable alternative for small and medium producers to add value and stand out in the national and international markets. Additionally, the study highlights that strategies aimed at conscious and demanding consumers may represent a sustainable competitive advantage, especially when integrated with origin certifications, traceability, and technological innovation. Research Implications: The results of this study indicate a significant strategic potential in enhancing the natural and qualitative attributes of beef from Rio Grande do Sul, particularly through a differentiation strategy based on geographical origin and sustainability. Originality/Value: The originality of this study lies in its integrated and strategic approach to enhancing the value of Gaúcho beef, by combining traditional elements, such as the natural attributes of the product, with contemporary concepts like sustainability, territorial identity, and responsible consumption.