This paper investigates the alignment of manufacturing strategies with the competitive strategies of eleven companies located in the furniture cluster of Votuporanga - SP. The administration of questionnaires during interviews and direct observation in the shop floor were the main tools chosen for data collection. This research has revealed that the majority of the companies produced a varied number of straight line-like furniture of traditional style. The trading occurs in a broad market with little or null differentiation which is a clear indication of lower cost competitive strategy. The competitive priorities of manufacturing strategy were predominantly quality and cost. It has been noticed the lack of measurement systems and employment of training programmes towards quality management, as well as systems which aimed at the reduction of manufacturing costs. The concerns with competitiveness were only envisaged for the short run and were not formalized as company's strategies.
Manufacturing strategy; competitive strategy; cost; quality; furniture industry
