AZUL LINHAS AÉREAS INSERTION IN THE BRAZILIAN MARKET: A DESCRIPTIVE STUDY OF AN INNOVATIVE STRATEGY

Abstract

Understand the economic scenarios better assess the strategic decisions taken by companies in a market economy. One of these scenarios is called oligopoly where firms operate with few barriers to entry and generates other. This article analyzes the entry of the commercial aviation company Azul Airlines in Brazil. Especially in an oligopolistic market segment which is characterized as a duopoly. The main objective of the research was to identify the nature of the business strategy that overcame barriers in duopoly. Specifically was evaluated the dynamic operation of the enterprise market, analyzed the managerial decision making and verified their development prospects and stay in the market. The research was descriptive. It associated processes of historical and documentary study using qualitative analysis techniques in primary and secondary data. An entry barrier to Azul Linhas Aéreas in Brazil is the very complexity of the decision to join, because it affects the dynamics of the economy by requiring large investments whose return is always in the long run. It can be argued that business strategy undertaken by the Azul´s entrepreneur designed in the Brazilian market a new economic scenario. The duopoly has led to an oligopoly what ended up reflecting in new heights of business performance now leveraged by competition.