Ferret, Clairton FontouraSantos, João Victor Da Silva2023-10-092024-10-022023-10-062023-10-092021-07-21https://ri.uea.edu.br/handle/riuea/6681Through an observation made of companies in the retail trade sector of natural plants and flowers located on Avenida Joaquim Nabuco, center of Manaus, (here called flower circle); about the degree of relationship with their peers and others market actors, a lack of business communication between them was detected, which made the production process more expensive and without the market coverage that would have work in partnership, in this way, this work aims to present the concept and propose the creation of the cluster, identifying the importance of its application to leverage the productivity of this APL; identify the difficulties and problems faced by entrepreneurs in the sector and analyze the competitive development of these companies. The data presented were collected following a research methodological orientation bibliographic and qualitative, using as research techniques and instruments: a) diary field for recording observations and interviews carried out on site; b) Carrying out interviews prepared from a script of semi-structured questions applied to managers; c) Systematic and participant observation (since the researcher is employee of one of the companies participating in the circle). The results expose the difficulties that the sector faces in achieving competitive advantage, portrayed by its managers themselves, such as: drop in profitability due to geographic proximity and price and product competition; logistical difficulties in replenishing stock; difficulties in relationships with partners and collaborators; emergence of new competitors, brought by globalization and the complicated adaptation to the new market. In this way, maximizing the understanding that the cluster is the most viable form of these companies achieve competitive advantage.Acesso AbertoAdministração - CursoClusterCírculo das FloresSetor EconômicoVantagem CompetitivaAPLTrabalho de Conclusão de CursoAdministração