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Esse estudo tem como objetivo discutir as estrategias competitivas adotadas pelas vinicolas Miolo e Cooperativa Aurora em funcao da abertura do mercado e consequente importacao de vinhos, principalmente, da Argentina, do Chile e do Uruguai. O trabalho partiu da analise das estrategias destas duas empresas, onde a operacionalizacao da coleta de dados contemplou visita a duas empresas para conhecer a realidade do setor, bem como, pesquisa bibliografica e em sites que tratam do tema. Dentre os resultados apurados, constatou-se que as empresas sofrem grandes ameacas, principalmente pela atual politica de abertura economica, onde os vinhos nacionais concorrem diretamente com os importados da Argentina, Chile e Uruguai, percebendo que estes paises tem agressivas estrategias competitivas em termos de organizacao do setor, qualidade do produto, marketing, concorrencia no fator preco, sendo este o principal gargalo se comparado aos produtos brasileiros. O grande desafio da vitivinicultura nacional reside na determinacao de politicas que se voltem para a organizacao da cadeia produtiva e o desenvolvimento de estrategias que se consolidem em vantagem competitiva. - The objective of the current study is to discuss the competitive strategies adopted by the Miolo and Cooperativa Aurora wineries due to the market opening and consequent importation of wines produced mainly in Argentina, Chile and Uruguay. The work began with the analysis of both companies’ strategies and the data collection consisted of visitations to two companies in order to understand the reality of the sector, as well as bibliographical research and examination of websites that approach the subject. Among the results gathered, it was noticed that the companies suffer great threats mainly because of the current market opening policy, since the national wines compete directly with those imported from Argentina, Chile and Uruguay. It was acknowledged that these countries develop competitive strategies in terms of sector organization, product quality, marketing and price factor competition, being this the main bottleneck when compared to Brazilian products. The biggest challenge of the national vitiviniculture resides in the elaboration of policies aimed at the organization of the production chain and the development of strategies which could turn into competitive advantages.
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