Strategies and Competitive Advantages through the use of the Organization's Internal Resources: A Case Study using the VRIO Tool

In an already unfavorable scenario for Brazilian companies, a virus emerges that is capable of destabilizing the economy worldwide. Covid-19 brought with it fear and insecurity for companies and citizens alike. Even facing so many obstacles, there are companies that stand out and reinvent themselves to remain firm in the market. This is the case of the "Alfa" company, which has been in the fitness clothing business for thirty years. This was the reason that generated interest for the present study, which aimed to identify the organization's strategies and competitive advantages using the VRIO as a tool for decision making. The methods used were applied, qualitative, exploratory and descriptive research, in a single case study, with semi-structured interviews with four employees of the company. As a result, it was possible to identify in the company four resources that generate sustainable competitive advantage: the brand, quality, the relationship with resellers, and after-sales assistance. It was also found that the company is concerned about its customers, since they are fundamental and boost the brand's success